16 Essential Social Media Metrics to Monitor in 2022

The wonderful thing about social media is which you can observe nearly each single element by way of social media metrics. The robust factor about social media is that… you may observe nearly each single element by way of social media metrics.

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

The variety of metrics you observe will depend upon the dimensions of your price range and the dimensions of your staff, in addition to your online business goals. Listed here are a few of crucial social media success metrics to trace in 2022.

What are social media metrics?

Social media metrics are the data points that show you how well your social media strategy is performing.

Serving to you perceive every part from how many individuals see your content material during to how a lot cash you earn from social media, metrics are the constructing blocks for ongoing enchancment and progress.

Why is monitoring social media metrics so essential?

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 technique to perceive what’s taking place with your online business within the social sphere. You may’t create an knowledgeable technique. You may’t tie your social media efforts to real business goals or show your success. And you may’t spot downward traits which may require a change in technique.

16 most essential 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 solely the quantity of people that see your content material. It’s a good suggestion to watch your common attain, in addition to the attain of every particular person put up, story, or video.

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

Supply: Instagram Insights

2. Impressions

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

An particularly excessive stage of impressions in comparison with attain means persons are a put up a number of instances. Do some digging to see in the event you can perceive why it’s so sticky.

3. Viewers progress price

Viewers progress price measures what number of new followers your model will get on social media inside a sure period of time.

It’s not a easy depend of your new followers. As a substitute, it measures your new followers as a share of your complete viewers. So once you’re simply beginning out, getting 10 or 100 new followers in a month can provide you a excessive progress price.

However after you have a bigger present viewers, you want extra new followers to take care of that momentum.

To calculate your viewers progress price, observe your web 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 progress price share.

Social media awareness metrics: Audience growth rate formula

Observe: You may observe your opponents’ progress the identical manner 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 Charge

Engagement Charge measures the number of engagements (reactions, feedback and shares) your content material will get as a share of your viewers.

The way you outline “viewers” could range. You may wish to calculate engagement relative to your variety of followers. However keep in mind that not all of your followers will see every put up. Plus, you may get engagement from individuals who don’t (but) comply with you.

So, there are a number of methods to calculate engagement. So many, in truth, that we devoted a complete weblog put up to the many ways to measure engagement rate.


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

  • Fb: 0.06%
  • Instagram: 0.68%

5. Amplification price

Amplification Charge is the ratio of shares per put up to the variety of general followers.

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

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

To calculate amplification price, divide a put up’s complete variety of shares by your complete variety of followers. Multiply by 100 to get your amplification price as a share.

Social media engagement metrics: Amplification rate formula

6. Virality price

Virality price is much like amplification price in that it measures how a lot your content material is shared. Nevertheless, virality price calculates shares as a share of impressions somewhat than as a share 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 price measures how your content material is spreading exponentially.

To calculate virality price, divide a put up’s variety of shares by its impressions. Multiply by 100 to get your virality price as a share.

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 bit in another 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 at the least the beginning of your video, however it’s not as essential as…

8. Video completion price

How usually do folks truly watch your movies during to the top? It is a good indicator that you simply’re creating high quality content material that connects together with your viewers.

Video completion price is a key sign to many social media algorithms, so it is a good one to concentrate on enhancing!

Buyer expertise and repair metrics

9. Buyer satisfaction (CSAT) rating

Customer support metrics aren’t nearly response instances and response charges. CSAT (buyer satisfaction rating), is a metric that measures how completely satisfied persons are together with your services or products.

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

It’s the explanation why so many manufacturers ask you to price 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 clients to price their satisfaction together with your customer support and ship it by way of the identical social channel used for the service interplay. It is a great 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 share.

10. Internet promoter rating (NPS)

Internet promoter rating, or NPS, is a metric that measures buyer loyalty.

Not like CSAT, NPS is sweet at predicting future buyer relationships. It’s based mostly on one—and just one—particularly phrased query: How probably is it that you’d advocate our [company/product/service] to a pal?

Clients are requested to reply on a scale of zero to 10. Based mostly on their response, every buyer is grouped into one in every of 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 priceless, go-to metric for organizations of all sizes.

To calculate NPS, subtract the variety of promoters from the variety of detractors.

Divide the outcome by the entire variety of respondents and multiply by 100 to get your NPS.

ROI metrics

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

11. Click on-through price (CTR)

Click on-through price, or CTR, is how usually folks click on a hyperlink in your put up to entry extra content material. That may very well be something from a weblog put up 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 indicator of how nicely your social content material promotes your providing.

To calculate CTR, divide the entire variety of clicks for a put up by the entire variety of impressions. Multiply by 100 to get your CTR as a share.


These benchmarks discuss with the CTR on paid social advertisements, somewhat than natural content material. It’s best to observe the CTR for each kinds of content material — extra on how to take action successfully on the finish of this put up.

Social media advertising: Impressions and CTR benchmarks

Supply: Hootsuite Digital Trends 2022 Q2 Update

12. Conversion price

Conversion price measures how usually your social content material begins the method to a conversion occasion like a subscription, obtain, or sale. This is without doubt one of the most essential social media advertising and marketing metrics as a result of it reveals 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. Be taught all about how they work in our weblog put up on using UTM parameters to track social success.

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


Observe that these industry-specific conversion price benchmarks apply to ecommerce (i.e., gross sales). Remember the fact that a purchase order isn’t the one sort of priceless conversion!

Ecommerce conversion rates by industry

Supply: Hootsuite Digital Trends 2022 Q2 Update

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 value of a customer for your online business, and even the typical order worth, will allow you to put this quantity in essential context.

The next lifetime worth of a buyer mixed with a excessive conversion price 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 could find it within the analytics for the social community the place you’re working your advert.


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

Search advertising: Average CPC

Supply: Hootsuite Digital Trends 2022 Q2 Update

14. Value per thousand impressions (CPM)

Value per thousand impressions, or CPM, is precisely what it feels like. It’s the associated fee 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 Trends 2022 Q2 Update

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 could be both:

  1. Direct (tagged—e.g., “@Hootsuite”)
  2. Oblique (untagged—e.g., “hootsuite”)

SSoV is, primarily, aggressive evaluation: how seen—and, due to this fact, 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 share.

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 emotions and attitudes behind the dialog. When folks discuss you on-line, are they saying optimistic or adverse issues?

Calculating social sentiment requires some assist from analytics instruments that may course of and categorize language and context. We’ve acquired a complete put up on how to measure sentiment effectively. We’ll additionally present some tips about instruments that may assist in the following part.

The right way to observe social media metrics

We’ve talked quite a bit about the best way to 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 you must 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 way of which you could find a lot of the uncooked knowledge you must calculate and observe your social media success. It is a considerably cumbersome technique 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 acquired plenty of guides that can assist you perceive the person native analytics instruments:

When you pull all of your knowledge and make your calculations, you’ll wish to track everything in a social media report.

We’ve created a free social media report template you should use to trace your knowledge 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 functional place. You may 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 priceless software for monitoring social dialog so you may perceive relationship metrics like social sentiment. Insights compares your model sentiment to these of your opponents. You may even set alerts in case of a sudden change in sentiment.

Hootsuite Impact

Hootsuite Influence helps you observe social clients during 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 manner that resonates with stakeholders throughout the group.

Hootsuite Social Advertising

Hootsuite Social Advertisements is exclusive in that it means that you can observe metrics for paid and natural social content material on a number of social media platforms multi functional place. This lets you perceive your metrics in context and get a greater sense of how the various kinds of content material work collectively, somewhat 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. Strive it free at this time.

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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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