The Social Media Metrics That Actually Matter (And the Ones You Can Ignore)

When you’re managing social media, it’s easy to get bogged down in numbers.

Impressions, reach, engagement, followers, click-through rates—the list of metrics can feel endless.

But let’s be real: not all of these numbers are worth your time.

Some metrics look good on paper but don’t tell you anything useful about how your content is actually performing.

Others are goldmines of insight, helping you refine your strategy and make decisions that drive real results.

So, which metrics actually matter, and which ones can you ignore?

Let’s break it down…

The Vanity Metrics Trap

First things first: let’s talk about vanity metrics. These are the numbers that make you feel good (because who doesn’t love a post with a lot of likes?), but they don’t necessarily reflect the impact of your content.

Follower Count:

Sure, having more followers looks impressive, but if they’re not engaging with your content or converting into customers, what’s the point? A smaller, engaged audience is far more valuable than a large, passive one.

Likes:

Likes are a nice ego boost, but they’re surface-level. A post with 1,000 likes and zero comments doesn’t mean much. Focus on metrics that show deeper engagement instead.

Impressions:

Seeing your post reach 10,000 people feels great, but impressions don’t tell you if those people actually cared about your content. It’s just a number.

These metrics aren’t completely useless—they’re indicators of visibility and interest.

But on their own, they don’t give you the full picture of how your social media efforts are performing.

The Metrics That Matter

Now for the good stuff: the metrics that actually tell you how well your content is working.

Engagement Rate
Engagement rate is a combination of likes, comments, shares, and saves relative to your total audience. It shows how much your content is resonating with people. High engagement means people aren’t just scrolling past your post—they’re interacting with it.

Why it matters: Engagement is a strong signal to algorithms that your content is valuable, which can increase your reach. Plus, it’s a direct measure of audience interest and connection.

Saves and Shares
These are the holy grail of social media engagement. When someone saves or shares your post, it’s a sign that your content is so valuable they want to revisit it later or show it to others.

Why it matters: Saves and shares help extend the life of your content and expose it to a wider audience. They’re also a great indicator that your content is genuinely useful or inspiring.

Click-Through Rate (CTR)
CTR measures how many people clicked on your link after seeing your post or ad. If driving traffic to your website or online store is one of your goals, this is the metric to watch.

Why it matters: It shows whether your content is effective at driving action. A high CTR means your call-to-action is working, while a low CTR might mean it’s time to rethink your approach.

Conversion Rate
This is the percentage of people who completed a desired action (like making a purchase or signing up for a newsletter) after engaging with your social media.

Why it matters: Conversion rate is the ultimate measure of ROI for your social media efforts. If people are clicking through and taking action, your content is doing its job.

Audience Retention (For Video Content)
When it comes to Reels, TikToks, or YouTube videos, retention is key. This metric tells you how long people are sticking around to watch your content.

Why it matters: Platforms like Instagram and TikTok prioritize content that keeps viewers engaged. If your audience is dropping off after three seconds, it’s a sign your video needs stronger hooks or pacing.

How to Focus on What Matters

It’s easy to fall into the trap of trying to track everything, but less is more when it comes to metrics. Here’s how to streamline your approach:

Set Clear Goals
Before you dive into analytics, ask yourself: what are you trying to achieve? More brand awareness? Website traffic? Sales? Your goals will determine which metrics you should focus on.

Track Trends Over Time
Don’t obsess over individual posts. Look at your metrics over weeks or months to identify patterns. Are certain types of content driving more engagement? Are your click-through rates improving? Trends are far more useful than one-off numbers.

Ignore the Noise
Not every metric is worth your time. Follower count and impressions are fun to watch, but they shouldn’t be the focus of your strategy. Spend your energy on the numbers that align with your goals.

Final Thoughts

Metrics are important, but they’re only useful if you know what to do with them. Focus on the ones that tell you how your audience is engaging, what’s driving traffic, and how your content is performing against your goals. Everything else? It’s just noise.

When you’re ready to cut through the clutter and make your social media strategy work for you, I’m here to help. Let’s figure it out together.

With love, Lauren xx