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The best social media advertising metrics for each business goal

The secret to know if any social media campaign is working is to look at the numbers. They will tell you if your campaign is doing well, if you are reaching your target audience and if you need to make any optimizations to achieve the desired outcome.

With so many numbers in your analytics, though, chances are you don’t know where to start. Don’t worry! We have answers.

The path to successfully measure and optimize a social media ad campaign is to know what your goals are. The metrics that matter the most will change according to your objective.

Here is an essential guide to the numbers you have to watch carefully according to each goal.

What is your goal?

1. Awareness

Goal: To put your brand in front of potential new customers

The best metrics to measure awareness:

  • Impressions
  • Views
  • View rate
  • Cost-per-view (CPV)

2. Engagement

Goal: To increase website visits, clicks, social media following, etc.

The best metrics to measure engagement:

  • Clicks
  • Click-through-rate (CTR)
  • Impressions
  • View Rate

3. Sales/Downloads

Goal: To get people to try your products and increase your sales

The best metrics to measure sales/downloads:

  • Conversions or app installs
  • Views
  • Clicks
  • Cost-per-view (CPV)

What the metrics are trying to tell you

Regardless of your goal, keep an eye on all the numbers surrounding your campaign. They will tell you if any optimizations are needed to achieve better results.

If you are not sure what each metric means, check out our social media metrics glossary for more detail about each metric.

Also, make sure you are investing in the social media platforms that work better for you, work on your social media ad auction lingo, and follow some easy tips to maximize your social media ad spend.


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