Social Media Metrics: What Small Business Owners Need to Track for Success

Social Media Metrics: What Small Business Owners Need to Track for Success

For small business owners, social media marketing can be a powerful tool for reaching a wider audience and increasing brand awareness. However, measuring the success of your social media efforts is essential to ensure that you're maximizing your return on investment. In this article, we'll discuss the key social media metrics that small business owners should track for success.

  1. Reach and Impressions

Reach and impressions are two basic metrics that give you an idea of how many people have seen your content. Reach refers to the unique number of users who have seen your content, while impressions represent the total number of times your content has been displayed. Tracking these metrics helps you determine the effectiveness of your social media strategy in gaining visibility.

  1. Follower Growth

Monitoring your follower growth rate is crucial for understanding your audience's interest in your content and brand. A steady growth in followers indicates that your social media marketing efforts are resonating with your target audience. To calculate your follower growth rate, divide the number of new followers gained in a specific period by the total number of followers at the beginning of that period and multiply by 100.

  1. Engagement Metrics

Engagement metrics, such as likes, comments, shares, and clicks, show how your audience is interacting with your content. High engagement rates indicate that your content is resonating with your audience and encouraging them to take action. Here are some important engagement metrics to track:

  • Likes: The number of likes your content receives is a basic indicator of its popularity.
  • Comments: Comments provide valuable feedback and insights into your audience's thoughts and opinions.
  • Shares: Shares demonstrate that your content is valuable enough for users to share with their network, increasing your reach.
  • Clicks: Clicks, especially on links to your website or blog, show that your content is driving traffic to your online properties.
  1. Engagement Rate

Engagement rate is a more comprehensive metric that measures the percentage of your audience actively engaging with your content. To calculate your engagement rate, divide the total engagement (likes, comments, shares, and clicks) by your total reach or impressions, and then multiply by 100. A high engagement rate indicates that your content is effectively connecting with your audience.

  1. Referral Traffic

Referral traffic is the number of visitors coming to your website from social media platforms. This metric is essential for understanding the impact of your social media efforts on driving website traffic. Track referral traffic using web analytics tools like Google Analytics to identify which platforms are most effective in directing users to your website.

  1. Conversion Rate

Conversions are the ultimate goal of any marketing effort, and social media is no exception. A conversion can be a sale, a sign-up, or any other desired action that you want your audience to take. To calculate your conversion rate, divide the number of conversions from social media by the total number of social media visitors and multiply by 100. Tracking your conversion rate helps you gauge the effectiveness of your social media marketing in driving tangible results.

  1. Return on Investment (ROI)

ROI is a crucial metric for small business owners, as it helps determine whether your social media marketing efforts are financially worthwhile. To calculate your social media ROI, subtract your total social media marketing expenses from your total revenue generated through social media, and then divide by your total expenses. This will provide you with a percentage that represents the return on your investment.

  1. Customer Acquisition Cost (CAC)

CAC is the average cost of acquiring a new customer through social media marketing. To calculate your CAC, divide your total social media marketing expenses by the number of new customers acquired through social media. Tracking your CAC helps you understand the cost-effectiveness of your social media efforts and identify areas for optimization.


Tracking the right social media metrics is essential for small business owners to ensure the success of their marketing efforts. By monitoring reach, impressions, follower growth, engagement metrics, engagement rate, referral traffic, conversion rate, ROI, and CAC, you can gain valuable insights into the effectiveness of your social media strategy. Use these insights to optimize your content, targeting, and overall approach to maximize your return on investment and achieve your marketing goals. Remember that social media marketing is an ongoing process that requires constant evaluation and adjustment. By keeping a close eye on these key metrics, you'll be well-equipped to adapt and thrive in the ever-changing landscape of social media.


Davina Shorter l Author l blogger l digital guru

Davina Shorter: DuPage County, IL Social Media Manager  2023

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