Your key social media analytics explained

social media analytics

Have you ever taken a glance at your monthly social media analytics report, only to be confused by all the metrics, graphs and technical jargon? It’s easy to get lost in terms like impressions or CTR without having a prior understanding of what these terms mean and their significance. A good analytics report will lay out the performance of your accounts in a very clear and concise way, and a great agency will sit down with you to explain all aspects. Here’s a beginners guide to understanding your key social media analytics:

  • Impressions: One of the single most important metrics, impressions are used to measure traction on social media posts across all platforms. Impressions are the number of times your post has been viewed. You want this number to be as high as possible, because increased impressions indicate an increase in brand awareness and interest.
  • Reach: This is the number of unique people that your post has reached. In other words, the number of unique accounts that have seen or engaged with your post.
  • Link clicks: Link clicks are the number of times the website link included in your post has been clicked on. This indicates how engaging the post initially was to entice your audience to find out more information.
  • Engagements: Your engagement rate represents how engaged your brand and social media is with your audience, as well as involvement in community conversation. This can include anything from the number of likes and comments to the number of profile visits and shares.
  • Click-through rate (CTR): Lastly, the CTR is the ratio of the number of users who click on a link (in a post) to the number of impressions. It is usually stated as a percentage figure on your social media analytics report.