If your agency is new to offering social media marketing services, here is a brief breakdown of which analytics to track, as recommended by our white label social media marketing team.
The Different Metrics To Track
- Engagement Rate: Engagement indicates how many comments, shares, likes and clicks a post receives. High engagement rates indicate that the content is striking a chord with the target audience.
- Reach and Impressions: Unlike impressions, which count every instance of your content being displayed, reach focuses on the actual number of individuals who have seen your post, ensuring that each user is only counted once, regardless of how many times they may have encountered your content.
- Click-Through Rate (CTR): CTR measures the percentage of people who follow through with a call to action or who click on a link within the post. A high CTR indicates that your client’s content is compelling and drives traffic to your desired destination.
- Conversion Rate: This metric tracks how many people followed through on an action, like making a purchase after seeing your post and clicking through to the storefront online. It provides valuable insights into the effectiveness of your campaigns in driving tangible results. Oftentimes, your clients will be most interested in this result, despite social media marketing primarily fulfilling top-of-funnel duties, including boosting awareness.
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Competitive Analysis
Keeping a close eye on your client’s metrics is useful, but tracking your client’s competitors’ social media performance can provide valuable benchmarking insights and uncover opportunities for differentiation. Here’s what to look out for:
- Follower Growth: Tracking the growth of your client’s competitors’ social media followings can provide insights into their overall brand reach and popularity within the industry.
- Engagement Benchmarking: Comparing engagement metrics, such as likes, comments and shares, to those of your competitors can help gauge the effectiveness of your client’s content strategy and identify areas for improvement.
- Content Analysis: Analysing the type of content your competitors are posting, as well as the topics and themes they are covering, can help identify gaps in the market and inform your own content strategy.
Our white label social media marketing team can keep an eye on your client’s analytics for you. Take a look at our services here.
