Month: March 2022

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Tracking social media metrics comes down to using real data to evaluate the impact of your social presence on the outcome of marketing campaigns and, ultimately, revenue. It helps you see how effective your social media marketing efforts are and where you can make improvements.

While social media metrics are important, it can be difficult to figure out which metrics really matter for your business.

That’s why we’ve compiled a list of 18 important metrics and how to track them. These metrics give you insights into your brand visibility, audience behavior, and conversions, and will help you make more data-driven marketing decisions in the future.

Let’s dive in.

Breaking down the social media funnel

Before outlining the most meaningful social media metrics, let’s break down the social media funnel to see where each metric belongs.

A typical social media funnel is divided into four major customer journey stages:

• Awareness stage: Metrics in this segment show your existing and potential audience.
• Engagement stage: Metrics in this stage show how your audience interacts with your posts.
• Conversion stage: Metrics in this stage show how effective your social engagement is.
• Consumer stage: Metrics in this stage demonstrate what active customers feel about your business.

Each stage of the social media funnel has its own set of metrics and KPIs that show you the impact of social media marketing on business growth.

Social media metrics: Awareness

These metrics reflect your existing and potential audience.

Brand awareness

Brand Awareness is the attention your business gets across all social media platforms per reporting period.

Brand awareness can be indicated through a variety of metrics, including impressions, shares, mentions, and links. Reporting periods also differ. Some last a week, others last a month, and it can last up to a quarter.

How to track it

• Decide which attention metric(s) you want to measure to show your brand awareness.
• Select the reporting period you want to use for your brand.
• Use a brand monitoring tool to track all the times someone mentions your brand on social media, with or without an @.

Audience growth rate

Audience growth rate refers to how quickly your brand gains (or loses) followers per social media channel.

As more people sign up to social media platforms, brands will also gain more followers.

But you shouldn’t ask yourself, “How many new followers did we gain last month?” Instead, think about how fast you gained last month’s followers, and if you gained them faster than your competitors.

How to track it

• Calculate your net new followers on all your platforms over your reporting period.
• Divide your new followers by your total followers (on each platform) and multiply by 100.

Say your brand’s Facebook account has 10,000 followers in June (end of Q2). For…

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Your ability to track conversions is one of the most important foundational pieces of knowledge you can have in the world of paid advertising. 

Biggest Mistake Marketers Make With Paid Ads

The number one mistake we see marketers make across all advertising networks is incomplete or non-existent conversion tracking. Google and Facebook are the closest things to artificial intelligence that humanity has publicly accessible to us. They are trillion dollar machine learning mechanisms. Believe it or not, they’re working towards trying to accomplish your goal!

We want to make sure you have the principles that help you contend with any ad network regardless of what new ad networks pop up or what changes are made.

If all we do is teach you how to push the buttons and build the specific conversion actions inside of a certain ad network…that’s going to be antiquated information the second we publish this video.

Key Terms For Running Paid Traffic

Every landing page on your site should have a specific goal. What do you want each page to accomplish? This is true even if you’re not running paid ads.

On most pages, you should have a primary call to action. The primary call to action is the thing you want your potential customers to do. It is your conversion action. So the primary call to action is the same as the conversion action.

From a content marketing perspective, the call to action is the thing you want your customers to do. From a paid traffic perspective, the conversion action is the way you track it. 

Example: 

Call to action: Sign up for a free action plan

Conversion action: Fill out the contact form

A transitional call to action requires a smaller commitment from your customer. If the primary call to action requires a lot of time or money from your customer, include a transitional call to action. I would add these to the more important pages in your sales funnel.

A lead magnet is a great way to capture the lead and makes a solid transitional call to action. 

With a primary call to action and a transitional call to action on the page, you have the opportunity to capture the most traffic. And identifying those conversion actions helps tell the search engines what kind of traffic you want.

Examples Of Primary Conversion Actions

Different users engage in different ways. 

• Some people want to chat. 
• Some people want to call. 
• Some people want to fill out a form. 
• Some people love quizzes or surveys. 

Everyone will engage in different ways. It’s up to you to figure out what your target audience wants. It won’t always be just one thing, so offer a few different ways for people to take that next step.

Pro Tip

ALWAYS direct conversions to a custom thank you page. (More on that in just a moment…)

Form Submissions

If you don’t have forms on your site you should. These are one of my favorite ways to engage…

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Kasim Aslam

Kasim Aslam is the founder and CEO of Solutions 8, one of the world’s top ranked Google Ads agencies. Recipient of the Arizona Interactive Marketing Association’s 2017 TIM Award for Person of the Year, Kasim was also named one of the Top 50 Digital Marketing Thought Leaders in the United States by The University of Missouri in 2020. Kasim was hand-selected as the Traffic Coach for DigitalMarketer.com’s ELITE coaching program by their executive team. He is also the co-host of the long-running podcast, Perpetual Traffic. His book, The 7 Critical Principles of Effective Digital Marketing, was featured as one of the Top 100 Digital Marketing Books of All Time by Book Authority. Kasim helped launch the National Association of Child Helplines (NAACH) and worked with the United States Army, Intel, as well as a Gates Foundation-funded nonprofit, a 54,000 member PPO, the largest privately owned bank in the United States, and an Academy Award-contending documentary. He lives in Scottsdale, Arizona with his wife and two sons.

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