Conversion Metrics

These measures gauge how well a social media campaign or strategy gets users to take a desired action after they interact with the content. Actions that are measured include: לכ clicking on a link; לכ signing up for a newsletter; לכ filling out a form; לכ downloading an app; or לכ completing a purchase.

Marketing endeavors cannot be truly understood until they have been converted into some sort of performance metric—preferably, something akin to a return on investment (ROI) calculation. For most of us, when we think about performance metrics, we tend to think first about engagement metrics. These are the numbers you tend to hear bandied about when people are discussing the 'success' of a social media platform. They are, in appearance at least, the most direct indicators of how much people are using your content, and they look something like this:

Core conversion metrics are represented by the following examples: click-through rate (CTR), conversion rate, cost per conversion, numbers of leads generated, and steps taken that are directly through social media platforms. These include putting a product into a shopping cart and engaging in service bookings.

Allowing marketers and businesses to optimize their strategies, refine target audiences, test content effectiveness, and make data-driven decisions are these metrics. Their contributions ensure that social media presence is not just 'social' but business-centric, directly serving the broader objectives of the company or campaign.