a practical manual to learn what and how to analyze – WAU

I have already spoken a few times about my difficulty in learning to analyze data and metrics. When I became primarily responsible for our social media channels, I spent (and still spend, to be honest) a large part of my days devoting myself to studying social media metrics and learning how to analyze them effectively. […]

I have already spoken a few times about my difficulty in learning to analyze data and metrics. When I became primarily responsible for our social media channels, I spent (and still spend, to be honest) a large part of my days devoting myself to studying social media metrics and learning how to analyze them effectively.

Knowing the need and difficulty that most companies face in relation to this same issue (many do not know how or what to analyze in their social media strategies), we have made this guide to social media metrics to help you with this challenge.

Before we start, it is essential that keep in mind that there is no good social media strategy without analyzing data and metrics.

Yes that’s right. According to Social Media Trends, 25% of London companies do not analyze ANY metrics in their strategy. That is an alarming number! This means that 25% of companies are wasting time and money without knowing whether or not their efforts are paying off.

This culture of guesswork must end in the London digital market. We need to be data driven and my goal with this content is for you to understand the importance of metrics analysis and how to apply them in your business.

Come on?

ebook marketing on social networks

Starting from the beginning: understanding what to analyze on the main social media channels

All major social networks today have basic Analytics (some more advanced than others) available for your page or profile. We will show you one by one so that you understand that the analysis of social media metrics can be done without the help of an external tool and in a simplified way.


Let’s start with Facebook, the largest social network in the world. Facebook’s analytics tool is called Facebook Insights. You can access Facebook Insights from your page by clicking on the “information” tab, as in the image below:

social media metrics - facebook

Within Facebook Insights you will find all your main social network metrics, being able to analyze several factors:

social media metrics - facebook 2

Let’s start from the beginning!

social media metrics - facebook 3

In “overview” you can follow the summary of your page, with the main metrics: Actions on the Page, Views, Likes, Reach, Engagement, Message and Videos.

We suggest that you take a careful look at all the tabs available on Facebook Insights. Today, we will focus on Likes, Reach, Publications and People.


The number of likes is the most basic metric on Facebook, especially for recent pages. It is one of the biggest indicators of the growth of a page, but be careful: the number of likes / followers is a vanity metric that, by itself, does not mean much (we’ll talk more about that in a moment!).

social media metrics - facebook 4

In the likes tab, two data are very interesting: the net total of likes and where the likes on your page occurred. The “disliked” part is also very valuable: with it, you can understand which publications may have encouraged a follower to give up following your page.

And by knowing where the likes on your page happen the most, you can think of actions and strategies to encourage more likes!

social media metrics 3


The reach is defined by the number of people who have seen your publications. With the Facebook algorithm this organic reach is getting smaller! See the difference between organic and paid reach:

social media metrics - reach

In the “Reach” tab, the most interesting metric is to hide, report as spam and dislikes. There you can clearly see the number of people dissatisfied with your publications and monitor the days when it happened. Negative metrics are extremely important, don’t forget!

social media metrics - hide and dislike


The publications tab is extremely valuable! There, you can check the days and times when your publications have more reach.

social media metrics - best publication time

In addition, by clicking on the arrow (as in the image below), you can see the reach of your publications by dividing them between reach and organic and paid impressions and the reach between fans / non-fans.

metrics of social networks - organic reach

On the other arrow, you can segment your publication metrics according to the clicks on the publications, engagement, concealment and engagement rate.

metrics of social networks - publications


The “people” tab is very important to understand who you are talking to on your page and who is actually following your publications. You can differentiate between fans, people reached and people involved.

social media metrics - demographic information

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Twitter Analytics is super complete! To access it, just click on your profile and then on “Statistics”.

social media metrics - twitter metrics

On the Twitter Analytics home page you can see more general information about your profile, such as number of mentions, visits to the profile and impressions of your tweets. You also get your most prominent Tweet, Follower and Mention.

But this is not the most interesting part! Of course, this data is valuable, but we are still able to evaluate much more interesting metrics through the tool.

social media metrics - twitter activity 2

In the “Tweets” tab, for example, you can check the performance of each of your tweets, their general impressions and their rate of involvement with the publications.

Now let’s go to the “Audiences” tab, the most interesting of Twitter Analytics. In it, you can clearly see important data about your followers, such as their main interests, gender, age and even which mobile operator they use most. You can even compare your audience with that of other profiles (like your competitor’s), to see if people who follow both profiles really have similar interests or not.

social media metrics - twitter analytics

social media metrics - twitter analytics 2

Twitter Analytics even lets you analyze your apps and track your conversions.

number of twitter characters


Instagram Analytics is still pretty basic, but it’s still relevant. There, you can see impressions, reach, followers, profile views and some more specific metrics like clicks on the site. You can also check out the most popular publications from the analyzed period.

social media metrics - instagram anlytics

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LinkedIn Analytics can offer very interesting insights! In addition to being able to see the performance of each of your publications, you can also see the demographics of your followers (in addition to other resources), which helps (and a lot) to understand who you are talking to in the world’s largest professional social network .

social media metrics - linkedin analytics

social media metrics - linkedin analytics 2

social media metrics - linkedin analytics 3


Youtube Analytics is complete! The main metrics to keep an eye on there are the views, followers, likes, and minutes watched.

metrics of social networks - Youtube analytics 2

We strongly suggest that you take a look at all the functions that the YouTube tool offers as an analysis. You can understand very well which video of yours is the most interesting, how people are coming to your channel, who your audience is … explore a lot!

social media metrics - Youtube analytics

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Pinterest Analytics is very similar to the other social networks we show here. It gives you general metrics of reach and profile growth. You can also further investigate your impressions, saved pin data, clicks to your site and the interests of your target audience.

social media metrics - pinterest analytics

social media metrics - pinterest analytics 2

social media metrics - pinterest analytics 3

Essential social metrics to track

Ufa! Now that we’ve seen how you can analyze key metrics within each social network, let’s talk: which metrics do I REALLY need to track? Let’s talk about the essentials!


Reach, as we’ve already said, measures how your content is being distributed. How many people are you reaching with your social media posts? Alone, the reach metric doesn’t say much, so it should always rely on other support metrics, like engagement.

Frequency: follow daily

Volume (or: conversations and discussions about your brand)

The volume is much more than the number of publications or interactions that are happening about your brand on social networks. The volume measures whether people are really talking about you – the metric “people talking about it” on Facebook follows this same logic.

Frequency: monitor daily and generate monthly reports with the main topics

Social network traffic

Social traffic is essential if you have a Content Marketing strategy! It analyzes how many people are arriving at your website or blog through social media posts. You can check how your social traffic is doing through Google Analytics, under “Acquisition”.

social media metrics - google analytics

Conversion rate

Still in the acquisition part of Google Analytics, when you click on “social networks”, you can check more in-depth metrics, such as the conversion rate (“conversions”), that is: how many people are really starting a greater contact with your company ? An essential metric to understand if your efforts are impacting the overall growth of your business.

The conversion is up to you: you can analyze how many visitors have become leads, customers, bought your product … it depends entirely on your goals.

social media metrics - google analytics 2

Frequency: monitor monthly.


ROI (return over investment) is one of the most important metrics when it comes to Digital Marketing and Social Media would be no different. ROI is calculated as follows:

social media metrics - roi

How to apply this in Social Media? Example:

You invested R $ 100 reais from Facebook Ads to publicize a Marketing event that you are organizing and managed to sell 10 tickets, at R $ 100 each, totaling R $ 1000 in sales. Its ROI, then, was 9x the amount invested, that is, 900%.

Frequency: it is important to analyze the ROI of all your actions in Social to avoid wasting money.


Engagement is the metric we consider most because of