The Importance of Tracking Social Media Analytics

By Bethany, Social Media Strategist | January 6, 2020

Paid social media campaigns continue to rise this year, and we see that more businesses are allocating their media buys to social media advertisements.When I attended Digital Marketing World Forum back in September, I had the opportunity to hear from experts on how they are managing their social media campaigns.In particular, analytics and customer data are steering the course on how to effectively run a successful social media campaign.

Metrics to Track

Generally, the most valuable metrics to track during paid social media campaigns are reach and engagement. Higher reach will help improve your brand awareness, and higher engagement can result in higher conversion. That being said, it’s best to evaluate your campaign objectives before you begin, and track conversions that matter most to your goals.

Contextualizing the Insights

Once your campaign is running consistently, track the data that is starting to come through. If you spot patterns in your data such as a deficit in clicks, make adjustments to your call to action and see if that will improve. While you are evaluating your data, it’s important to consider data that matters to you the most. Additionally, your data should be segmented in each platform. You may find that some data performs better in one platform than another. For example, engagement may be higher in Facebook than LinkedIn for your brand.

Data Creation

Facebook is continuing to add privacy laws and regulations that will cut down on the data that advertisers have access to. Once you begin an effective paid social campaign, you should start documenting your data in an external location. Not only does it help to aggregate your data, but it provides an alternative in case that data cannot be accessed in the future. Set up strategies in-house to effectively collect your data and continue to keep it up to date.

Planning Ahead

When you’re in the preparation stage of launching your next campaign, look back at what worked previously. Use those results to lay the groundwork for launching new ones. Remember that algorithms and trends do change, so it can be challenging to use repetition. Social media is becoming less of a “fad” that we all need to follow, and more specific to each brand.

Are you ready to set up your paid social media campaigns? We can help you out.

Email us at smartstrategies@bbggadv.com.