Article · About a 12 minute read

12 Social Media Metrics You Should Be Tracking (And Why)

Shivani Shah · Buffer Free Beginner

This is the cleanest split we found between the numbers that mean something and the ones that just feel good. Buffer walks through follower count, likes and reach (the classic vanity traps) and then reframes toward engagement rate, click-through rate and conversions, which are the signals that tell you whether people are actually acting on what you post. It is a good starting point for deciding which two or three numbers you will actually watch instead of drowning in a dashboard.

• A rising follower count reflects potential reach, not impact, so it is a weak signal on its own.
• Tie every metric back to a goal: pick your two or three primary goals first, then track only the metrics that show progress toward them.
• Click-through rate and conversion rate are what connect a post to a real outcome like a signup or a sale.