When it comes to marketing and advertising your business on social media, there’s more to it than simply making an account, posting or sharing a few pictures, and counting how many likes you get. 

Of course, likes are a great indicator of whether or not people enjoy the content you’re putting out there. 

But there are many other metrics that you’ll need to keep an eye on if you truly want to succeed at social media marketing. 

We’re diving into the most important marketing metrics for measuring your social media success in the following article. 

Avoiding Vanity Metrics

Before we explain the most important metrics to keep an eye on, it’s essential to understand the difference between meaningful metrics and meaningless metrics, which you’ll often hear referred to as vanity metrics. 

Despite what you might be thinking, vanity metrics have nothing to do with what your brand’s logos and designs look like online. 

Although metrics such as page’s likes and shares can be significant, the term vanity metrics refers to when people mistakenly put too much faith into likes and shares, thinking this is the best way to measure their online success. 


However, the success of every social campaign goal won’t be reflected by a single metric. 

Instead, it’s essential to look at all of your social media campaign’s metrics, including things like licks, click-through rate, profile visits, likes, etc., and use those numbers collectively to measure whether or not you’re doing things right on social media. 

That said, let’s take a look at the most important metrics for social media. 

Engagement Levels

Again, note that no single metric is used to determine your engagement levels

Instead, engagement is measure by looking at a range of metrics, including your likes, shares, comments, and clicks. 

However, this is one of the most important ways to track whether or not your followers are enjoying the content you’re putting out. 

Therefore, if your content often gets many likes, shares, comments, and clicks, it’s safe to say that you have good engagement. 

On the other hand, if you find your brand lacks in these areas, it might be time to rethink the content you’ve been posting. 

Brand Awareness

The term brand awareness is used to describe how many people, in general, know about your brand. 

In other words, this metric is often used and tracked by newer brands that are just starting to build up some recognition on social media. 

The metrics used to describe your brand awareness are the number of impressions your posts get, as well as your reach. 

Impressions are the number of times your post or PPC ad has been displayed on somebody’s timeline. In contrast, your reach is how many potential accounts your content might reach, including followers and non-followers who see your post. 

Return On Investment

Lastly, if you’re investing any real money into advertising on social media through PPC or pay-per-click ads, you’ll need to keep an eye on your return on investment, which is often referred to as your ROI. 

Your return on investment is often considered a performance metric. It is one of the most critical performance metrics to watch when executing paid campaigns on social media or other platforms, like Google Adwords. ROI is most often used to measure the efficiency or profitability of your overall investment. 

In other words, your ROI is the ratio between how much it costs you to advertise versus how much you earn by advertising on social media. 

The Most Important Social Media Marketing Metrics

In the end, you can use many other metrics to measure your overall success when marketing your business on social media. 

However, for brands that are just starting, your engagement levels, brand awareness, and your overall ROI are three of the most important metrics to follow for now. 

Then, as you continue to grow and expand your business, start looking for other ways to measure your overall success!

This article was written by: Elwood Bodin