6 TOP Marketing Metrics Every Brand Needs to Track

Marketing Metrics are measurable values used by marketing teams to demonstrate the effectiveness of campaigns across all marketing channels. In other words, marketing metrics are numbers that tell you how effective your marketing efforts are. 

You set a goal, and your metrics tell you whether you have achieved it or not. Based on this, you can make a change and try a different approach.

There are hundreds of metrics you can measure today. That's the biggest advantage, as well as, disadvantage of digital marketing.

In this article we will uncover those 6 most important metrics you should not ignore and what they can help bring to your business.

Why Are Analytics Such a Big Deal

There are many reasons that you should take some time to measure and analyze your social media efforts. By analyzing the right metrics you will be able to:

  1. See what's happening in real time
  2. Optimize campaigns and posts to bring new business
  3. Understand what social media brings to your business
  4. See immediately if your campaign brings you new business or if it's a waste of money

The truth is you can measure almost anything. You can build a detailed report with real time data, refresh and make those business decisions based on precise data, visualize insights in all those bar charts, funnels, pie charts, cohorts, heat maps, numbers, percentages, etc. That's what the theory is all about.

And I partially agree with that, but the reality may be a bit different. Yes, this is important for large companies that, thanks to comprehensive measurements and reports, can optimize their processes and save a significant amount of money.

However, at the SMB level, the situation is quite different. You probably don't have an IT department full of specialists and data analysts who are able to invest hundreds of hours to set up your data platform, connect dozens of data sources, transform the given data and from that, build strong reports. Also, you probably don't deal with a billion dollars in revenue, so sophisticated analytics can be counterproductive because you don't have enough quality and precise data to optimize individual processes and earn a significant savings.

I'm not trying to say that you should completely ignore data analytics. Rather, it is about finding the right balance between not getting overwhelmed with data and gaining valuable insights that can help your business.

In this article, I’ll cover the most important metrics that actually give you valuable insights into your business and online marketing efforts. 

At the same time, I will highlight the metrics that are less effective and easy to misinterpret.

Metrics to Focus On

You know it already, there are hundreds of metrics out there. But you should focus on those that are most important for you and your business. From our perspective, these are the ones that you should be keeping track of.

Reach

Reach tells you how many unique people saw your content. Don't be confused by Impressions. This number tells you the number of times your content is displayed.

If your post or ad was seen by 100 people once, your Reach is 100.

If your post or ad was seen by 50 people twice, your number of Impressions is 100, but your Reach is only 50, because of the 50 unique visitors.

Why does the Impressions metric exist? If you make content that is worth returning to (like our Local Businesses Guide), Impressions tells you if people come back. 

A higher reach is better, but if you don't get enough leads or engagement, something could be wrong.

Difference between Reach and Impressions

Leads

This metric tells you how many direct contacts you got from a post or ad campaign. A lead is a person or even a company that is ready for a follow-up. This person has usually reached a stage where they are ready to become your customer.

Sales Funnel

Example: 100 people visit your website, 10 of them booked an online consultation. You have 10 leads.

Consider using booking platforms like Calendly to increase your Lead Generation by embedding it right into your website.

Engagement

Engagement measures the amount of likes, shares and comments your content or ad received. This metric tells you how much your content is resonating with your followers. It's an important metric to check when optimizing your content strategy.

Engagement Rate Formula

The engagement rate is influenced by many factors like platform, number of followers, industry, time of posting, etc.

Use a tool called Sprout to find out the best times to post in order to get higher engagement levels.

Conversions

This metric is an exact number of how many people that were targeted, eventually became paying customers. Remember, that this isn't just about this exact number. It has to be compared with the Conversion Rate, which is a percentage metric that shows you a ratio between visitors and converted customers.

Conversion Rate Formula

Conversion rate may vary across industries and required action.

Revenue

This is a monetary metric telling you, how much revenue your ad has generated. At the end of the day, this is what counts.

How much money does the campaign/post bring?

Return on Investment (ROI)

ROI demonstrates how your marketing time, energy and money spent are contributing to your company growth. You always have to know how much money you spent on advertising and how much money it has brought. It tells you, if and how effective your advertising efforts are.

ROI (%) = (income/spend)*100

Your ROI should always be higher than 100%, otherwise a given strategy was ultimately, a waste of money.

Where to Start with Your Social Media Metrics

Well, now you should understand the basics of Social Media Metrics. But the most important thing to understand is how to implement metrics in real-life scenarios. These are the 4 steps to successfully start your measurements.

Step 1: Define Your Goals

There is no analytics without goals. To make analytics useful, you need to define a goal. Only then can you compare campaign or post results with something you want to achieve.

In the beginning of your process, find some time to write down your goals. All social media platforms could be used in many ways. What do you want to accomplish? The more specific you can be, the better. 

Here is a list of examples to help you brainstorm:

  • Bring more people to my website
  • Increase the number views of my social media content
  • Other goals…?

📖 We made an article about defining goals, where you can read all about the process behind it.

Step 2: Create a Set of Metrics

The next step is to understand which metrics to use, to see if you are achieving your goals or not. This process is quite easy. Basically you are trying to find those numbers, so you can recognize how effective your efforts are. Your goal should fit into the following categories:

Awareness

Use metrics like volume, reach, exposure, and amplification. How far is your message spreading?

Engagement

Look for metrics around retweets, comments, replies, and participants. How many people are participating, how often are they participating, and in what forms are they participating?

Traffic

Track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site?

Advocates and Fans

Track contributors and influencers. Who is participating and what kind of impact do they have?

Share of Voice

Track your volume relative to your closest competitors. How much of the overall conversation around your industry or product category is about your brand?

Step 3: Measure

Social media platforms usually do provide some basic analytics. In most cases it's enough, so if you're new to analytics, start small. In our case, we built groost analytics right inside the app.

If you want to see the groost app in action, sign up on app.groost.com for free.

Keep in mind that social media interactions happen in real time. Look for a tool that allows you to access data immediately, without delay. You can't afford to wait weeks or even days for a report. Having real time data allows you to react and make quick changes, in order to stay effective.

Step 4: Monitor and Make The Right Decisions

To make all previous steps valuable, take a data-based action. Don't forget to take a look at your data in a wider context and compare it with industry benchmarks. 

Ask yourself…

  • Did I achieve what I was expecting?
  • How are these metrics doing?
  • Am I missing something?

These questions will help you optimize your social media analytics process.

Key Takeaways

  • Analytics shouldn't be difficult.
  • AlwaysfFocus on the few basic metrics.
  • Don't try to measure everything - That will make your analytics dashboard too complex (keep it simple).
  • Define your goals in order to choose specific metrics to focus on.
  • Track data and make decisions (based on your data and compared with your original goals).

Let us know how this helps keep your reporting dashboard organised and, most importantly, how it helps grow your business. 👋

Facebook Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Targeting Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Linkedin Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Twitter Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Search Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Display Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Amazon Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Bing Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Quora Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Guide
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
LinkedIn Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Twitter Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Cheat Sheet
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Newsletter
Subscribe now and don't miss any helpful update from the world of online marketing.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Campaign Revision
Download ebook. Now for free.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
How to Create Your First Business Website
Whether you are selling your products online, or simply want to provide some information about your business and your contact details, having a website is essential.
Best Practises
Read More >
Top Instagram Influencers by Industry
Instagram is the nest of influencers. Makeup tricks, fancy cars, fitness tips, delicious food, the latest games and so much more that people post and talk about all in one place.
Interesting Facts
Influencers
Read More >
15 Social Media Content Ideas for Yoga and Fitness Studios
Are you consistent in creating and posting content? Read about the 15 content tips for your social media platform if you are running a yoga studio or fitness center.
Local Business
Best Practises
Read More >
14 Social Media Content Ideas for Barbers, Cosmetic and Nail Studios
Are you consistent in creating and posting content? Read about the 14 content tips for your social media platforms if you are running a barber shop, cosmetic or nail studio.
Best Practises
Local Business
Read More >
Next
1 / 17
Facebook Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Facebook Targeting Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Linkedin Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Search Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Google Display Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Amazon Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Bing Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Quora Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Guide
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Instagram Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
LinkedIn Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Youtube Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Pinterest Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
TikTok Cheat Sheet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Campaign Revision
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.
Awesome! We'll get back to you asap.
Oops! Something went wrong while submitting the form.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.