16 Essential Social Media Metrics to Monitor in 2022


The beauty of social media is which you could observe nearly each single element by social media metrics. The powerful factor about social media is that… you may observe nearly each single element by social media metrics.

The artwork of efficient social media measurement is knowing which metrics matter most to your corporation, based mostly in your objectives.

The variety of metrics you observe will rely on the dimensions of your price range and the dimensions of your crew, in addition to your corporation goals. Listed here are a few of a very powerful social media success metrics to trace in 2022.

What are social media metrics?

Social media metrics are the info factors that present you the way nicely your social media technique is performing.

Serving to you perceive all the pieces from how many individuals see your content material all through 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 vital?

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 don’t have any strategy to perceive what’s taking place with your corporation within the social sphere. You’ll be able to’t create an knowledgeable technique. You’ll be able to’t tie your social media efforts to actual enterprise objectives or show your success. And you may’t spot downward developments which may require a change in technique.

16 most vital social media metrics to trace 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 just the quantity of people that see your content material. It’s a good suggestion to observe your common attain, in addition to the attain of every particular person publish, story, or video.

A invaluable subset of this metric is to take a look at what proportion of your attain is made up of followers vs. non-followers. If loads of non-followers are seeing your content material, which means it’s being shared or doing nicely within the algorithms, or each.

Content reach and follower metrics in Instagram Insights

Supply: Instagram Insights

2. Impressions

Impressions signifies the variety of occasions folks noticed your content material. It may be larger than attain as a result of the identical individual would possibly take a look at your content material greater than as soon as.

An particularly excessive stage of impressions in comparison with attain means individuals are a publish a number of occasions. Do some digging to see for those who can perceive why it’s so sticky.

3. Viewers development fee

Viewers development fee 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 a substitute, it measures your new followers as a proportion of your complete viewers. So while you’re simply beginning out, getting 10 or 100 new followers in a month may give you a excessive development fee.

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

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

Social media awareness metrics: Audience growth rate formula

Notice: You’ll be able to observe your opponents’ progress the identical approach if you wish to benchmark your efficiency.

Engagement metrics

Social media engagement metrics present how a lot folks work together together with your content material, versus simply seeing it.

4. Engagement Price

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

The way you outline “viewers” might fluctuate. You would possibly wish to calculate engagement relative to your variety of followers. However keep in mind that not all of your followers will see every publish. 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 reality, that we devoted an entire weblog publish to the some ways to measure engagement fee.


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

  • Fb: 0.06%
  • Instagram: 0.68%

5. Amplification fee

Amplification Price is the ratio of shares per publish to the variety of total followers.

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

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

To calculate amplification fee, divide a publish’s complete variety of shares by your complete variety of followers. Multiply by 100 to get your amplification fee as a proportion.

Social media engagement metrics: Amplification rate formula

6. Virality fee

Virality fee is just like amplification fee in that it measures how a lot your content material is shared. Nevertheless, virality fee calculates shares as a proportion of impressions relatively than as a proportion of followers.

Do not forget that each time somebody shares your content material, it achieves a contemporary set of impressions by way of their viewers. So virality fee measures how your content material is spreading exponentially.

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

Video metrics

7. Video views

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

So, video views is an efficient at-a-glance indicator of how many individuals have seen not less than the beginning of your video, nevertheless it’s not as vital as…

8. Video completion fee

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

Video completion fee is a key sign to many social media algorithms, so this can be a good one to deal with enhancing!

Buyer expertise and repair metrics

9. Buyer satisfaction (CSAT) rating

Customer support metrics should not nearly response occasions and response charges. CSAT (buyer satisfaction rating), is a metric that measures how joyful individuals are together with your services or products.

Often, the CSAT rating relies on one, simple query: How would you fee your total stage of satisfaction? On this case, it’s used to measure the extent of satisfaction together with your social customer support.

It’s the rationale why so many manufacturers ask you to fee 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 fee their satisfaction together with your customer support and ship it by way of the identical social channel used for the service interplay. This can be a nice 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.

In contrast to CSAT, NPS is nice at predicting future buyer relationships. It’s based mostly 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. Primarily based 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 invaluable, 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 overall variety of respondents and multiply by 100 to get your NPS.

ROI metrics

What’s the return in your social funding? These metrics will allow you to determine that out.

11. Click on-through fee (CTR)

Click on-through fee, or CTR, is how typically folks click on a hyperlink in your publish to entry further content material. That might be something from a weblog publish to your on-line retailer.

CTR provides you a way of how many individuals noticed your social content material and wished to know extra. It’s a superb indicator of how nicely your social content material promotes your providing.

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


These benchmarks check with the CTR on paid social advertisements, relatively than natural content material. It’s best to observe the CTR for each sorts of content material — extra on how to take action successfully on the finish of this publish.

Social media advertising: Impressions and CTR benchmarks

Supply: Hootsuite Digital Traits 2022 Q2 Replace

12. Conversion fee

Conversion fee measures how typically your social content material begins the method to a conversion occasion like a subscription, obtain, or sale. This is among the most vital social media advertising metrics as a result of it exhibits the worth of your social content material as a method of feeding your funnel.

UTM parameters are the important thing to creating your social conversions trackable. Study all about how they work in our weblog publish on utilizing UTM parameters to trace social success.

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


Notice that these industry-specific conversion fee benchmarks apply to ecommerce (i.e., gross sales). Understand that a purchase order isn’t the one type of invaluable conversion!

Ecommerce conversion rates by industry

Supply: Hootsuite Digital Traits 2022 Q2 Replace

13. Value-per-click (CPC)

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

Understanding the lifetime worth of a buyer for your corporation, and even the common order worth, will allow you to put this quantity in vital context.

A better lifetime worth of a buyer mixed with a excessive conversion fee means you may afford to spend extra per click on to get guests to your web site within the first place.

You don’t must calculate CPC: You will discover it within the analytics for the social community the place you’re operating your advert.


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

Search advertising: Average CPC

Supply: Hootsuite Digital Traits 2022 Q2 Replace

14. Value per thousand impressions (CPM)

Value per thousand impressions, or CPM, is strictly what it seems like. It’s the price 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 info out of your social community’s analytics.


Social media advertising: Average CPM

Supply: Hootsuite Digital Traits 2022 Q2 Replace

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 comparison with your opponents. 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, subsequently, related—is your model available in the market?

To calculate it, add up each point out of your model on social throughout all networks. Do the identical in your opponents. Add each units of mentions collectively to get a complete variety of mentions in your {industry}. Divide your model mentions by the {industry} complete, 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 sentiments and attitudes behind the dialog. When folks discuss 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 bought an entire publish on how one can measure sentiment successfully. We’ll additionally present some recommendations on instruments that may assist in the subsequent part.

The way to observe social media metrics

We’ve talked so much about how one can calculate the varied social metrics already. However the place do you discover the info within the first place?

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

Native analytics instruments

Every social community has its personal analytics instruments by which you’ll find a lot of the uncooked information it’s essential to calculate and observe your social media success. This can be a considerably cumbersome strategy to observe your social metrics. However these instruments are free to make use of, so they could be a good entry level to monitoring your social metrics.

We’ve bought a lot of guides that can assist you perceive the person native analytics instruments:

When you pull all of your information and make your calculations, you’ll wish to observe all the pieces in a social media report.

We’ve created a free social media report template you should utilize to trace your information over time and current your findings.

Hootsuite Analyze

Hootsuite Analyze makes the method a lot simpler by permitting you to trace metrics from a number of social networks, multi function place. You’ll be able to export the data or create customized stories to share with colleagues and different stakeholders.

When you inform Analyze what you wish to observe, the info involves you, so that you don’t have to hunt it out.

Hootsuite Insights

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

Hootsuite Affect

Hootsuite Affect helps you observe social prospects all through your gross sales funnel, so you may analyze ROI metrics like conversions.

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

Hootsuite Social Promoting

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 multi function place. This lets you perceive your metrics in context and get a greater sense of how the various kinds of content material work collectively, relatively than in isolation.

Monitor your social media efficiency and maximize your price range with Hootsuite. Publish your posts and analyze the ends in the identical, easy-to-use dashboard. Attempt it free in the present day.

Get Began

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


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