August 11, 2022

Tracking paid campaign performance is key to evaluating the success of your Social Media Strategy. Using the right metrics helps to track if you are meeting or exceeding your objectives and plan your next moves. In today’s blog, we discuss which Social Media Metrics to track to get the most from your Paid Media Campaigns.

Engagements & Engagement rate.

Engagement indicates the audience’s health and how well content resonates with the audience. Every network has a slightly different definition of engagements but usually, it is a sum of smaller engagement opportunities such as likes, comments and shares. Engagement rate is used to access the number of interactions your campaign receives when compared to impressions.

Total Engagements/ Impressions*100= Engagement rate

Awareness: Impressions & Reach

Impressions & Reach are important metrics, especially if your campaign goal is to increase awareness.

Reach is the unique viewers a post could have

Impressions are how many times a post shows up in someone’s timeline

Click through rate (CTR)

This is another metric that can be an informative measuring tool to determine how relevant the campaign is to your audience. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown.

Clicks/Impressions *100= CTR

Cost per result (CPR)

CPR tracks the efficiency of marketing costs which in turn allows optimising your ad quality, spending and targeting. To calculate your CPR you have to establish which metric and business goals you are measuring. The used metrics can vary based on the campaign objectives, but we’ll cover the core, generalised metrics that should be tracked.

Awareness Campaigns CTR: Spend/Impressions= CPR

Engagement campaigns CTR: Spend/Engagements= CPR

Traffic Campaign CTR: Spend/Clicks=CTR

Video Views CTR: Spend/Video Views=CTR

Video Completion Rate

The Completion Rate indicates the number of times the video plays to the end. This can help track how effective your videos are and discover trends in viewership.

Video Completions/ Video Views * 100%=VCR

Paid Campaigns promise a better presence of a brand and provide a larger number of potential audiences to brands. Contact Immediate Future today if you want to effectively manage your paid performance and ensure the success of your marketing campaign.