How to Measure the Success of Your Social Media Campaign

28th October 2022

It’s not enough to just have a social media presence. You have to know how to measure the success of a campaign; otherwise your social media efforts will be largely ineffective. By tracking your progress over time, you can see which aspects of your campaign are working well and which ones need improvement.

Here are the steps you need to take to measure the success of your social media campaign:


Set SMART goals


The first step to measuring the success of your social media campaign is to set specific, measurable, achievable, relevant, and time-bound (SMART) goals. What do you hope to achieve with your campaign? Do you want to increase brand awareness, drive traffic to your website, or generate leads? 


Identify your metrics 


Now that you’ve set your goals, it’s time to identify which metrics you’ll use to measure them. 

If your goal is to increase brand awareness, you’ll want to look at two metrics: reach and impressions. Reach is the number of people who see your content, while impressions are the number of times your content is seen. Increasing your reach and impressions is a good way to get more people familiar with your brand.

If you’re looking to generate leads from your social media campaigns, link clicks is the metric you should be paying attention to. Clicks can be generated from links in your bio, links in your posts, or even from call-to-action buttons on your posts. The more clicks you get, the more leads you’re likely to generate. Likewise this also applies if you’re looking to increase traffic to your website from social media. The more people click on a link to your website, the more traffic you’re likely to get. 

If you’re looking to increase your engagement, some engagement metrics you may want to track include: 

  • Mentions: How often is your brand being mentioned on social media? You can use a tool like Hootsuite Insights to track mentions of your brand across all social platforms. 
  • Replies: Are you replying to comments and questions in a timely manner? 
  • Shares: How often are your posts being shared?
  • Comments: How many comments are you receiving on each post? 


Analyse your results 


Once you’ve identified which metrics to track, it’s time to start collecting data. After a few weeks or months (depending on the length of your campaign), take a close look at your results. What’s working well? What isn’t? This analysis will help you adjust your content and strategies moving forward to continue improving results. 


Adjust your strategy 


Finally, once you’ve analysed your results and identified areas for improvement, it’s time to make adjustments to your strategy. Maybe you need to create more engaging content or tweak your targeting strategy. Whatever it is, this final step will help ensure continued success for your social media campaign moving forward. 




Measuring the success of your social media campaign is essential to ensure that you’re getting the most out of your efforts—and keeping tabs on what’s working (and what isn’t). By following these four steps, you can set SMART goals, identify metrics, analyse your results, and adjust your strategy as needed to ensure continued success.


Other Social Media Marketing Resources


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