Key Metrics

Do you remember the cycle of a professional SMM specialist's work? It's Analysis – Strategy – Implementation – Analytics. In this section, we will look at the first two steps: Analysis and Strategy, starting with the key metrics.

Key Metrics:

Reach

• Total Reach: the number of unique users who saw the content;
• Organic Reach: the number of users who saw the content without paid ads;
• Paid Reach: the number of users who saw the content through paid advertising.

ER (Engagement Rate)

Measures how often users interact with your content, including: likes, comments, shares. Clicks are the number of clicks on links in your posts.

Formula (expressed as a percentage):

Audience Growth

• New followers: the number of new followers gained over a specific period;
• Unfollowers: The number of users who unfollowed during a specific period.

CTR (Clickthrough Rate)

Shows the ratio of total clicks on an ad to the number of impressions. It helps to understand which creatives attract more users, how well the ad matches the audience's interests, and whether it is set up correctly.

Formula (expressed as a percentage):

CPC (Cost per Click)

Measures how efficiently the budget is being spent and whether the advertiser is overpaying for user clicks. CTR and CPC are closely linked—when CTR is high, the cost per click is usually lower, and vice versa.

Formula (in currency):

Example: $5 / 10 clicks = $0.5 per click.

Conversions

• Leads: the number of users who completed the desired action (e.g., filled out a form, subscribed to a newsletter);
• Sales: the number of purchases made via social media.

CR (Conversion Rate)

Reflects the percentage of users who, after clicking on an ad, completed a specific action on the website (e.g., registered, contacted support, placed an order, etc.).

Formula (expressed as a percentage):

CRR (Cost Revenue Rate)

The share of advertising costs relative to the revenue generated from the ads. This metric shows what percentage of revenue is spent on advertising.

Formula (expressed as a percentage):

Example: $200 / $800 = 25%