Understanding Social Media Analytics: What Numbers Matter?

Analytics can feel overwhelming if you don’t know what to look for. But you don’t need to understand every chart or dive deep into every report. You just need to focus on a few key numbers that actually give you insight into how your content is performing.

Here are the four metrics we always check first with our clients:

1. Reach
This shows how many unique accounts saw your content. It helps you understand your visibility and whether you are reaching new audiences or staying within your current bubble.

2. Engagement Rate
This combines likes, comments, shares, and saves compared to how many people saw the post. It’s a clear indicator of whether your content is connecting with people.

3. Saves and Shares
These are often more meaningful than likes. A save means someone wants to come back to your post. A share means they think someone else needs to see it too.

4. Profile Actions
These include clicks to your website, contact button, or bio link. This is the most direct sign that someone is ready to take the next step with you.

You don’t have to track everything all the time, but checking in once or twice a month can help you see what is working and what might need to shift.

And remember, the goal is not to impress the algorithm. It’s to connect with the right people. These numbers just help you get there.

If you’re looking for help with socials, our social media services might be a good starting point.