Metrics that matter by funnel stage
Awareness
Awareness metrics are useful when they show reach quality over time.
High-signal awareness metrics include:
-
Reach within the intended audience
-
Impressions tracked alongside engagement quality
-
Frequency that increases visibility without causing fatigue
Strong awareness performance looks like steady reach growth paired with stable or improving engagement. High reach alone isn’t a win if the audience isn’t responding. In those cases, impressions are exposure—not progress.
Engagement
Engagement is where intent becomes visible.
High-signal engagement metrics include:
Likes are easy. These actions require effort.
High-quality engagement usually appears in patterns rather than spikes. Thoughtful comments, repeat saves across posts, and improving completion rates all signal that content is resonating, not just being seen.
Social makes it easier to track engagement quality across formats and platforms, helping teams identify which content actually earns attention.
Traffic and intent
Clicks only tell part of the story.
To understand intent, social traffic needs proper context. Consistent UTM tagging makes it possible to evaluate performance beyond the click, while GA4 metrics like landing page engagement, conversion events, and assisted behavior help clarify whether traffic is contributing to business goals.
Without tagging, social traffic is often undervalued—or misattributed entirely—leading to underinvestment or incorrect conclusions.
Conversion and revenue
Conversion metrics tend to carry the most scrutiny.
Leads, purchases, and conversion rate matter, but social media rarely acts alone at this stage. Reporting should reflect contribution rather than claiming sole credit.
Strong conversion reporting focuses on trends over time, explains influence honestly, and pairs quantitative results with context. Credibility matters more than inflated attribution claims, especially when reporting to leadership.
