Understanding Your Social Media Stats

Do you know how to read your Social Media Stats? You might even be wondering why they are important? Trust us when we say, they are one of the most integral parts of planning your future marketing goals! 

We know it all sounds a bit boring and possibly overwhelming, but reviewing your stats gives you the most direct feedback on your marketing efforts, from them, you can learn all about what’s working and what’s not so that you can continually review and make changes in real time.

Now that you know how important keeping track of your stats is, we’ll take you through the different measurements we like to use to give us an accurate picture of exactly how successful our clients’ content is in engaging their audience. 

Before we get into the nitty gritty, it’s important to remember that different platforms such as Facebook, Instagram, Linkedin and Twitter, sometimes use different terms, so we’ll break down the most common ones here!


Reach is the total number of people that see your content. Social media reach measures unique visitors only, so it doesn’t count the same viewer multiple times, giving you an accurate idea of exactly how many people your posts are reaching. It can also be a really great idea to monitor the reach of each individual post as well as the average.


Impressions is the total number of times people saw your content. This number is usually higher than your reach, because the same person might go back and look at your content multiple times. If your impressions are a lot higher than your reach, take a look at your posts during that period to try to understand why they were so popular! 

Engagement/Engaged users

This one can be a bit tricky as on different platforms it can be named a slightly different thing. But in short, engagement is the number of people who liked, commented, shared or clicked on your post. This includes liking, commenting and sharing or clicked on your links and photos. But it does not include people who’ve viewed your video, clicked on a commenter’s name, liked a comment or clicked on your Page name.


Similar to engagement, but instead of the number of people that have liked, commented, shared and clicked, it includes the number of ALL interactions.


The total number of people who have liked (Facebook) or followed (Instagram, Twitter, LinkedIn, TikTok) your channels.

Engagement Rate

= The number of people who have engaged with your post / reach * 100

Engagement rate between pages and industries can differ a lot so it is best to monitor your own engagement rate over time so you are comparing your pages performance against something that is within your control.

So! Now that we have taken you through the most important social media metrics for measuring the success of your social media marketing, do you think you’d be able to take a look at your analytics and decode exactly what they mean? 

If you are looking for ways to increase your Social Media Engagement, you can check one of our other blogs – 20 Ways to Increase Your Social Media Engagement – for our best tips and tricks!
If your brand or business is lacking in social media strategy it might be time to book a 15-minute strategy session to find out how we can support your business growth.

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Minna Salmesvuo

Social Media & Online Marketing Strategist