The metrics you should measure on social networks

Measuring the right digital marketing metrics is a fundamental part of our work. But we have so much data at our disposal, that sometimes it is difficult to focus and know what is really important.

In the case of the social networks The situation is even more complicated, since each of them has its own indicators. To help you out, we are going to review the main metrics that you should measure on each social network.

What metrics should you measure on each of the current social networks

We call “social media metrics” the data and statistics that provide us with information about the performance of our marketing on these platforms. On many occasions, the network itself provides us with these metrics in its analytics section.

Some social media metrics are universal, but as new networks with different characteristics have emerged, we also have to take into account the platform-specific metrics. Below, we include the most important of the largest social networks today.

Keep in mind that in addition to these specific metrics, you should also collect information on how social media contributes to your global business objectives. Specifically, it is very important to know what proportion of the traffic to your website comes from your social media channels, how many leads they generate and how they influence conversions.

Featured Facebook Metrics

  • Reach/impressions– The number of times your posts have been viewed. It is essential to be able to assess the impact and visibility we are having in this network.
  • Reactions: “Likes” are the basic metric of engagement on Facebook, but we have to keep in mind that, unlike other networks, here we also have other reactions, such as “It saddens me” or “I love it”, so there are We need to put this metric in context.
  • Comments and shares: These two metrics help us obtain a more complete view of engagement on Facebook. Comments indicate a high level of involvement, while shares encourage virality.
  • Link Clicks: This metric helps us know if our CTAs on Facebook are working and if we are managing to attract users to our website.
  • Video views: Video has been taking on an increasingly prominent role on Facebook, both through embedded, native and live videos. This metric allows us to monitor the impact of Facebook on our video marketing.

Featured Metrics on YouTube

  • Video views: The total number of times the videos on our YouTube channel have been viewed.
  • Total viewing time: the total time that the videos on our channel have been viewed. To get a more complete view, we can relate it to the previous metric and see what average percentage of each video users are watching.
  • Video interactions: This metric collects user reactions to our videos, for example, liking or leaving a comment.

Featured Metrics on Instagram

  • Reach/impressions: The number of times your posts have been viewed on this network. This metric allows us to get an idea of ​​the impact and visibility we are obtaining through Instagram.
  • Video views: Instagram allows you to upload video content through different features and locations, such as Stories or Reels. With this metric we can know how many times our videos have been viewed.
  • Interactions with posts– The number of user reactions to our content, for example, liking, leaving a comment, or sharing a post.

Featured Metrics on TikTok

  • Video views: the number of times our videos have been viewed on this social network. Since TikTok focuses exclusively on this format, this metric is key to understanding our marketing performance.
  • Total play time: the total time users have spent watching our videos. As on YouTube, it is interesting to relate it to the previous metric.
  • Video interactions: the number of user reactions to our videos.
  • Hashtag performance: we can monitor both the growth of the hashtags that we have created for our brand and the most popular hashtags on the platform.

Featured Metrics on Pinterest

  • Impressions: a basic metric to be able to assess the impact and visibility that we are achieving on this social network.
  • Video interactions: the number of user reactions to video content. This format has more and more prominence within this network, so it is a very relevant metric.
  • Outgoing clicks– This metric allows us to relate our activity on Pinterest to traffic to our website.

Featured Twitter Metrics

  • Impressions: the number of times your tweets have been viewed, essential to know what reach you are achieving with your publications.
  • Video interactions: As with many of the most important social networks, video has been gaining prominence on Twitter. This metric allows you to measure the performance of your video marketing on this network.
  • Link Clicks: A basic metric to evaluate the impact of your CTAs and your ability to generate traffic through social media.
  • Profile visits: The number of times users have visited your profile on Twitter.

Featured Metrics on LinkedIn

  • Unique prints/prints: On LinkedIn, we can distinguish between the total number of times your posts have been viewed and the number of unique users who have viewed them.
  • Video interactions: Video marketing also plays a role on LinkedIn, as it is a very useful tool to showcase your company and your products. This metric records the number of reactions to your videos.
  • Interaction rate: This metric, also known as “engagement rate,” measures the percentage of users who interact with your posts.