The Social Media Metrics That Actually Matter (And the Ones That Don't)

Let us start with an uncomfortable truth: most of the metrics business owners obsess over are essentially meaningless. Follower count is the biggest offender. Having 10,000 followers means nothing if those followers are not your target customers, do not engage with your content, and never buy from you. We have seen businesses with 500 followers generate more revenue from social media than businesses with 15,000 followers. The difference is not the number — it is who those followers are and whether the content drives action. Likes are another distraction. A post getting 200 likes feels great, but likes do not pay your bills. A post that gets 30 likes but generates five direct enquiries is infinitely more valuable. Yet most business owners would consider the 200-like post the "better" performer. Impressions — the number of times your content was displayed — sound impressive in reports but reveal very little about actual business impact. "Your content reached 50,000 people this month" sounds fantastic until you ask: how many of those people actually did something as a result? The problem with vanity metrics is not that they are completely useless. They provide some signal about content resonance. The problem is that they are easy to measure, easy to inflate, and easy to report — which means agencies and business owners alike default to tracking them. Meanwhile, the metrics that actually drive revenue go unmonitored.

Here are the numbers you should actually care about, listed in order of importance. Enquiries and leads generated is the single most important metric. How many people contacted your business (via DM, phone, email, or website form) as a direct result of your social media presence? This is the number that ties social media to revenue. Track it religiously. Website traffic from social media shows how effectively your content drives people to take the next step. Use Google Analytics to see how many visitors arrive at your website from Instagram, Facebook, and other platforms. More importantly, look at what those visitors do — are they visiting your services page, your booking page, or just bouncing? Conversion rate measures what percentage of your social media traffic actually takes a desired action (makes a purchase, submits a form, makes a booking). A high conversion rate from social media means your content is attracting the right people and your website is doing its job. Saves and shares are the engagement metrics that actually matter. When someone saves your post, they are telling the algorithm "this is valuable enough for me to come back to." When someone shares your post, they are endorsing your content to their own network. Both of these signals result in dramatically increased reach and indicate genuine content quality. Profile visits and link clicks show how many people are interested enough in your business to learn more. A high number of profile visits relative to your reach means your content is generating curiosity — the first step toward a sale. Google Business Profile actions — calls, direction requests, and website clicks from your GBP — are critical for local businesses. These are high-intent actions from people who are actively looking for what you offer.

You do not need a complex analytics setup to track meaningful metrics. Here is a practical framework that any business owner or marketing manager can implement. Set up UTM parameters on every link you share on social media. This allows Google Analytics to tell you exactly which social media posts are driving traffic. Use a simple UTM builder (Google offers a free one) and create consistent naming conventions. For example: utm_source=instagram, utm_medium=social, utm_campaign=weekend-special-jan26. Create a simple monthly tracking spreadsheet. At minimum, track these numbers each month: total enquiries from social media, website traffic from social channels, Google Business Profile actions, follower growth rate (not total followers — the rate matters), and engagement rate on content. You do not need more than this to understand whether your social media is working. Use Instagram and Facebook Insights for content-level data. These built-in tools show you reach, engagement, saves, and shares for each post. Review this data monthly to identify which content types and topics perform best, and do more of what works. Ask new customers how they found you. This sounds basic, but it is one of the most reliable tracking methods available. Add a "How did you hear about us?" question to your booking form, your enquiry form, or simply ask at the point of sale. The data from this question is pure gold. If you work with a social media agency, demand reporting that ties to business outcomes. If your monthly report leads with follower count and impressions and buries (or omits) enquiries and conversions, you are getting a vanity report. A good agency will lead with the numbers that matter to your bottom line.

If you are paying someone to manage your social media, here is what their monthly report should include — and the questions you should be asking. The report should open with business outcomes: leads generated, enquiries received, conversions tracked, and (where possible) revenue attributed to social media activity. This is the top line and should be the first thing you see. Next should come performance trends — not just this month's numbers, but how they compare to last month and the same month last year. Growth trends tell a story that single data points cannot. Content performance analysis should show which posts performed best and, critically, why they performed well. A good agency will not just say "this Reel got 10,000 views." They will explain what about that specific piece of content resonated and how they plan to replicate that success. Audience insights should show who is following your account, where they are located, and what demographics they represent. For a local Adelaide business, having 80 per cent of your audience located in Adelaide is a sign of a healthy, targeted following. The report should close with recommendations and next steps — what the agency plans to adjust, test, or introduce in the coming month based on the data. Red flags in agency reporting include: leading with follower count, reporting vanity metrics without context, no mention of business outcomes, no comparison to previous periods, and no recommendations for improvement. If your agency report reads like a highlight reel rather than a business intelligence document, it might be time to ask tougher questions.

One final point that is worth making: social media metrics need time to tell a meaningful story. Judging the success of your social media strategy after one month is like judging the success of a gym membership after one session. The real results come from consistent effort over three, six, and twelve months. Early metrics might look modest, but if you are tracking the right numbers and seeing a steady upward trend, you are on the right path. The businesses that succeed on social media are the ones that focus on the metrics that matter, ignore the noise, and give their strategy enough time to compound. Six months of consistent, strategic social media work will almost always outperform twelve months of sporadic, metric-chasing activity. Track what matters. Ignore what does not. And if the numbers are moving in the right direction, trust the process.