16 Crucial Social Media Metrics to Track in 2022

The beauty of social media is that you could observe virtually each single element by way of social media metrics. The robust factor about social media is that… you’ll be able to observe virtually each single element by way of social media metrics.

The artwork of efficient social media measurement is knowing which metrics matter most to what you are promoting, primarily based in your objectives.

The variety of metrics you observe will rely on the scale of your funds and the scale of your staff, in addition to what you are promoting goals. Listed here are a few of a very powerful social media success metrics to observe in 2022.

What are social media metrics?

Social media metrics are the data points that show you how well your social media strategy is performing.

Serving to you perceive all the things from how many individuals see your content material during to how a lot cash you earn from social media, metrics are the constructing blocks for ongoing enchancment and development.

Why is monitoring social media metrics so necessary?

Social media metrics inform you whether or not your technique is working and present you how one can enhance. They present you the way a lot effort and cash you’re spending, and the way a lot you’re getting in return.

With out metrics, you haven’t any method to perceive what’s occurring with what you are promoting in the social sphere. You may’t create an knowledgeable technique. You may’t tie your social media efforts to real business goals or show your success. And you may’t spot downward traits which may require a change in technique.

16 most necessary social media metrics to observe in 2022

Consciousness metrics

These numbers present how many individuals see your content material and the way a lot consideration your model will get on social media.

1. Attain

Attain is solely the quantity of people that see your content material. It’s a good suggestion to monitor your common attain, in addition to the attain of every particular person submit, story, or video.

A worthwhile subset of this metric is to have a look at what proportion of your attain is made up of followers vs. non-followers. If a variety of non-followers are seeing your content material, which means it’s being shared or doing properly in the algorithms, or each.

Supply: Instagram Insights

2. Impressions

Impressions signifies the variety of instances individuals noticed your content material. It may be increased than attain as a result of the identical particular person would possibly have a look at your content material greater than as soon as.

An particularly excessive degree of impressions in contrast to attain means persons are taking a look at a submit a number of instances. Do some digging to see in the event you can perceive why it’s so sticky.

3. Viewers development price

Viewers development price measures what number of new followers your model will get on social media inside a sure period of time.

It’s not a easy rely of your new followers. As an alternative, it measures your new followers as a proportion of your whole viewers. So once you’re simply beginning out, getting 10 or 100 new followers in a month can provide you a excessive development price.

However upon getting a bigger present viewers, you want extra new followers to keep that momentum.

To calculate your viewers development price, observe your web new followers (on every platform) over a reporting interval. Then divide that quantity by your whole viewers (on every platform) and multiply by 100 to get your viewers development price proportion.

Social media awareness metrics: Audience growth rate formula

Be aware: You may observe your rivals’ progress the identical method in order for you to benchmark your efficiency.

Engagement metrics

Social media engagement metrics present how a lot individuals work together along with your content material, as opposed to simply seeing it.

4. Engagement Price

Engagement Price measures the number of engagements (reactions, feedback and shares) your content material will get as a proportion of your viewers.

The way you outline “viewers” could range. You may want to calculate engagement relative to your variety of followers. However keep in mind that not all of your followers will see every submit. Plus, you would possibly get engagement from individuals who don’t (but) observe you.

So, there are a number of methods to calculate engagement. So many, in truth, that we devoted an entire weblog submit to the many ways to measure engagement rate.


These benchmarks are primarily based on engagements as a proportion of followers.

  • Fb: 0.06%
  • Instagram: 0.68%

5. Amplification price

Amplification Price is the ratio of shares per submit to the variety of general followers.

Coined by Avinash Kaushik, creator and digital advertising and marketing evangelist at Google, amplification is “the speed at which your followers take your content material and share it by way of their networks.”

Mainly, the upper your amplification price, the extra your followers are increasing your attain for you.

To calculate amplification price, divide a submit’s whole variety of shares by your whole variety of followers. Multiply by 100 to get your amplification price as a proportion.

Social media engagement metrics: Amplification rate formula

6. Virality price

Virality price is analogous to amplification price in that it measures how a lot your content material is shared. Nevertheless, virality price calculates shares as a proportion of impressions moderately than as a proportion of followers.

Keep in mind that each time somebody shares your content material, it achieves a recent set of impressions through their viewers. So virality price measures how your content material is spreading exponentially.

To calculate virality price, divide a submit’s variety of shares by its impressions. Multiply by 100 to get your virality price as a proportion.

Video metrics

7. Video views

If you happen to’re creating movies (you’re creating movies, proper?), you need to understand how many individuals are watching them. Every social community determines what counts as a “view” a little bit otherwise, however often, even a couple of seconds of watch time counts as a “view.”

So, video views is an effective at-a-glance indicator of how many individuals have seen no less than the beginning of your video, but it surely’s not as necessary as…

8. Video completion price

How typically do individuals really watch your movies during to the tip? This can be a good indicator that you just’re creating high quality content material that connects along with your viewers.

Video completion price is a key sign to many social media algorithms, so it is a good one to deal with bettering!

Buyer expertise and repair metrics

9. Buyer satisfaction (CSAT) rating

Customer support metrics usually are not nearly response instances and response charges. CSAT (buyer satisfaction rating), is a metric that measures how blissful persons are along with your services or products.

Often, the CSAT rating is predicated on one, simple query: How would you price your general degree of satisfaction? On this case, it’s used to measure the extent of satisfaction along with your social customer support.

It’s the explanation why so many manufacturers ask you to price your expertise with a customer support agent after it’s over. And that’s precisely how one can measure it too.

Create a one-question survey asking your prospects to price their satisfaction along with your customer support and ship it through the identical social channel used for the service interplay. This can be a great use for bots.

Add up all of the scores and divide the sum by the variety of responses. Then multiply by 100 to get your CSAT rating as a proportion.

10. Internet promoter rating (NPS)

Internet promoter rating, or NPS, is a metric that measures buyer loyalty.

Not like CSAT, NPS is nice at predicting future buyer relationships. It’s primarily based on one—and just one—particularly phrased query: How possible is it that you’d advocate our [company/product/service] to a good friend?

Prospects are requested to reply on a scale of zero to 10. Based mostly on their response, every buyer is grouped into one among three classes:

  • Detractors: 0–6 rating vary
  • Passives: 7–8 rating vary
  • Promoters: 9–10 rating vary

NPS is exclusive in that it measures buyer satisfaction in addition to the potential for future gross sales, which has made it a worthwhile, go-to metric for organizations of all sizes.

To calculate NPS, subtract the variety of promoters from the variety of detractors.

Divide the consequence by the full variety of respondents and multiply by 100 to get your NPS.

ROI metrics

What’s the return on your social investment? These metrics will show you how to determine that out.

11. Click on-through price (CTR)

Click on-through price, or CTR, is how typically individuals click on a hyperlink in your submit to entry extra content material. That could possibly be something from a weblog submit to your on-line retailer.

CTR offers you a way of how many individuals noticed your social content material and needed to know extra. It’s indicator of how properly your social content material promotes your providing.

To calculate CTR, divide the full variety of clicks for a submit by the full variety of impressions. Multiply by 100 to get your CTR as a proportion.


These benchmarks refer to the CTR on paid social advertisements, moderately than natural content material. It’s best to observe the CTR for each varieties of content material — extra on how to accomplish that successfully on the finish of this submit.

Social media advertising: Impressions and CTR benchmarks

Supply: Hootsuite Digital Trends 2022 Q2 Update

12. Conversion price

Conversion price measures how typically your social content material begins the method to a conversion occasion like a subscription, obtain, or sale. This is without doubt one of the most necessary social media marketing metrics as a result of it reveals the worth of your social content material as a way of feeding your funnel.

UTM parameters are the important thing to making your social conversions trackable. Study all about how they work in our weblog submit on using UTM parameters to track social success.

When you’ve added your UTMs, calculate conversion price by dividing the variety of conversions by the variety of guests.


Be aware that these industry-specific conversion price benchmarks apply to ecommerce (i.e., gross sales). Maintain in thoughts that a purchase order shouldn’t be the one sort of worthwhile conversion!

Ecommerce conversion rates by industry

Supply: Hootsuite Digital Trends 2022 Q2 Update

13. Price-per-click (CPC)

Price-per-click, or CPC, is the quantity you pay per particular person click on on a social advert.

Realizing the lifetime value of a customer for what you are promoting, and even the typical order worth, will show you how to put this quantity in necessary context.

A better lifetime worth of a buyer mixed with a excessive conversion price means you’ll be able to afford to spend extra per click on to get guests to your web site in the primary place.

You don’t want to calculate CPC: Yow will discover it in the analytics for the social community the place you’re operating your advert.


These benchmarks come from search promoting moderately than social advertisements, however the numbers give impression of how CPC is trending.

Search advertising: Average CPC

Supply: Hootsuite Digital Trends 2022 Q2 Update

14. Price per thousand impressions (CPM)

Price per thousand impressions, or CPM, is precisely what it seems like. It’s the fee you pay for each thousand impressions of your social media advert.

CPM is all about views, not actions.

Once more, there’s nothing to calculate right here—simply import the information out of your social community’s analytics.


Social media advertising: Average CPM

Supply: Hootsuite Digital Trends 2022 Q2 Update

Share of voice and sentiment metrics

15. Social share of voice (SSoV)

Social share of voice measures how many individuals are speaking about your model on social media in contrast to your rivals. How a lot of the social dialog in your {industry} is all about you?

Mentions may be both:

  1. Direct (tagged—e.g., “@Hootsuite”)
  2. Oblique (untagged—e.g., “hootsuite”)

SSoV is, basically, aggressive evaluation: how seen—and, due to this fact, related—is your model in the market?

To calculate it, add up each point out of your model on social throughout all networks. Do the identical to your rivals. Add each units of mentions collectively to get a complete variety of mentions to your {industry}. Divide your model mentions by the {industry} whole, then multiply by 100 to get your SSoV as a proportion.

Social media awareness metrics: Social share of voice (SSoV) formula

16. Social sentiment

Whereas SSoV tracks your share of the social dialog, social sentiment tracks the emotions and attitudes behind the dialog. When individuals speak about you on-line, are they saying constructive or damaging issues?

Calculating social sentiment requires some assist from analytics instruments that may course of and categorize language and context. We’ve acquired an entire submit on how to measure sentiment effectively. We’ll additionally present some tips about instruments that may assist in the subsequent part.

How to observe social media metrics

We’ve talked quite a bit about how to calculate the varied social metrics already. However the place do you discover the information in the primary place?

On this part, we’ll clarify the place to entry the data you want to begin your calculations. We’ll additionally advocate some instruments that can do the calculations—and even reporting—for you.

Native analytics instruments

Every social community has its personal analytics instruments by way of which you will discover a lot of the uncooked knowledge you want to calculate and observe your social media success. This can be a considerably cumbersome method to observe your social metrics. However these instruments are free to use, so they could be a good entry level to monitoring your social metrics.

We’ve acquired a lot of guides to show you how to perceive the person native analytics instruments:

When you pull all of your knowledge and make your calculations, you’ll need to track everything in a social media report.

We’ve created a free social media report template you should use to observe your knowledge over time and current your findings.

Hootsuite Analyze

Hootsuite Analyze makes the method a lot simpler by permitting you to observe metrics from a number of social networks, all in one place. You may export the data or create customized reviews to share with colleagues and different stakeholders.

When you inform Analyze what you need to observe, the information comes to you, so that you don’t have to search it out.

Hootsuite Insights

Hootsuite Insights is a worthwhile instrument for monitoring social dialog so you’ll be able to perceive relationship metrics like social sentiment. Insights compares your model sentiment to these of your rivals. You may even set alerts in case of a sudden change in sentiment.

Hootsuite Impact

Hootsuite Affect helps you observe social prospects during your gross sales funnel, so you’ll be able to analyze ROI metrics like conversions.

Customized graphs and charts show you how to current your findings in a visible method that resonates with stakeholders throughout the group.

Hootsuite Social Advertising

Hootsuite Social Advertisements is exclusive in that it permits you to observe metrics for paid and natural social content material on a number of social media platforms all in one place. This permits you to perceive your metrics in context and get a greater sense of how the several types of content material work collectively, moderately than in isolation.

Track your social media efficiency and maximize your funds with Hootsuite. Publish your posts and analyze the outcomes in the identical, easy-to-use dashboard. Attempt it free at the moment.

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All of your social media analytics in one place. Use Hootsuite to see what’s working and the place to enhance efficiency.

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