Social Media Analytics: What You Should Actually Track

Every social platform gives you a dashboard full of numbers. Most of them are noise. These are the ones worth your attention.

Reach and impressions

How many people saw your content. Useful for understanding whether your audience is growing, but not a goal on its own.

Engagement rate

Comments, shares and saves divided by reach. Saves and shares are especially valuable — they show your content is genuinely useful.

Clicks and enquiries

How many people visited your website, tapped your phone number or sent you a message. This is where social media turns into business.

Cost per lead (for ads)

If you run paid campaigns, track how much each enquiry costs you and compare it with what a customer is worth.

Review these numbers monthly and use them to decide what to post more of — and what to stop doing.