Social media is a powerful tool for businesses of all sizes. They can help increase brand awareness, generate leads and sales, and improve customer satisfaction.

However, to get the most out of social media, it is important to measure the results of your efforts. Social media metrics are a quantifiable measurement used to track and evaluate progress toward a goal.

The main metrics you should keep in mind are:

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• Impressions: The total number of times an ad appears on the screen. Includes users who saw the ad more than once.
• Reach: The total number of unique individuals who see an ad on all their different devices. It doesn't matter how many times you see the ad, it only counts once.
• Frequency: refers to how many times each user encounters the ad in a given time.

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For example, if you have a reach of 50 and a total of 200 impressions, your frequency will be 4. That is, each user saw on average four times your post or ad.

With the help of these 3 metrics, marketers discover the impact their ads have. However, there are more metrics you should know if you want to create a more complex strategy. The metrics to consider will vary according to the stage of the conversion funnel you are in:

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Awareness:

Brand awareness metrics analyze the attention your brand receives on all your social networks during the reporting period:

• Impression: this is when a piece of content is shown to a target audience.
• Potential reach: measures how many people potentially saw a piece of content since you posted it. It measures progress toward expanding your audience.
• It's also good to take into account the number of mentions and links to your content.

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Consideration:

• Applause rate: this is the total number of approval shares such as likes, mentions, retweets or favorites a post receives in relation to the total number of followers. A high approval rate means that your audience finds your content valuable. It indicates a certain level of interest, which could result in a purchase.

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Conversion:

The most basic thing you can measure in this stage is conversions, this is the completion of an activity that contributes to the success of a business. However, there are other metrics that can be useful at this point:

• Referrals: they indicate how a person got to your website. You can see all the social networks they may have come from, as well as the referrals you receive from specific platforms.
• Time to conversion: how long it takes between a user seeing your content and taking a desired action.
• Cost per conversion: how much you spend on advertising to generate a conversion.
• Average order size: measures the average value of orders placed through your social networks.

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Loyalty:

These metrics allow you to evaluate and refine plans to retain customers, increase sales and save money, as well as show where to manage customer relationships effectively:

• Number of customer reviews: help build trust and credibility in your brand while increasing your online presence.
• Repeat purchase rate: how often customers come back to buy from you.
• Time between purchases: how much time elapses between a customer making one purchase and making another.
• Level of interaction with rewards programs: customer participation in your loyalty programs.

Social media metrics are a valuable tool for any business that wants to succeed on this platform. By measuring the results of your efforts, you'll be able to understand what's working and what's not, and make the necessary adjustments to improve your performance.

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Here are some tips for choosing the right metrics for your business:

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• Set clear goals for your social media campaigns - do you want to increase brand awareness, generate leads or increase sales? Once you know what you want to achieve, you can choose the metrics that will help you measure your progress.
• Consider your target audience: What kind of content are they interested in? Where do they spend their time online? Once you understand your customers, you can choose the metrics that will help you measure their interaction with your content.
• Follow the trends. Social media metrics are constantly evolving. It's important to keep up with the latest market trends.

Feeling lost among so many metrics? At Felix Media we can help you manage your marketing strategies. Schedule your free consultation and discover how to take your ecommerce to the next level.