The Truth About Important Social Media Metrics to Track in 2025

If you’re new to digital marketing, there’s one thing you should know right away: not all numbers on social media are worth your time. There are plenty of metrics out there, but only a few qualify as important social media metrics to track—especially if your goal is to grow strategically. Whether you’re selling products, building a brand, or creating content to earn through monetization, the end goal is the same: improvement.

That starts with tracking the right metrics—and ignoring the fluff.

In this guide, we’re cutting through the noise. We’ll rename the common metric groups (conversion, engagement, awareness) into something a little less technical and a lot more useful for people who are new to the game. And if you want to know what actually matters in 2025, you’re in the right place.

Let’s break it down.

Why the Important Social Media Metrics to Track Can Save You Time (and Sanity)

Let’s be honest—social media comes with a lot of noise. One day it’s about likes, the next it’s shares, and before you know it, you’re knee-deep in dashboards wondering if any of it actually matters. Here’s the truth: not everything does. Some metrics only serve your ego. Others? They help you improve your strategy, grow your audience, or actually make money.

That’s why focusing on the important social media metrics to track can make the difference between aimlessly posting and building something intentional.

So which ones should you actually care about?

1. Metrics That Show “Are People Taking Action?”

This is what marketers used to call Conversion or ROI Metrics. But if you’re just starting out, the real question is: Are people doing something after seeing my content?

These numbers matter most to product sellers, service businesses, and anyone running paid ads. Here are the heavy hitters:

• Click-Through Rate (CTR) – Tells you how often people click on your link after seeing your post or ad. A strong CTR often means your content or CTA hits the mark.
• Conversion Rate –  Measures how many people took a defined action—like buying, signing up, or downloading—after visiting your site. This is the one metric CEOs care about.
• Cost-Per-Click (CPC) – Especially relevant for ad buyers. It’s how much you pay for one click. With Facebook ads cost rising, knowing your CPC helps you stay smart with your budget.
• Cost-Per-Mille (CPM) –  The cost for 1,000 impressions. Use this when assessing reach-based campaigns on platforms like Meta or YouTube.
• Social Media Referral Traffic – Are your social channels actually bringing traffic to your website? Tools like Google Analytics and Meta’s Business Help Center can show you.

Why it matters: If you’re investing money or effort into content, these numbers show whether that investment is moving people to act. For marketers, it’s how you prove ROI. For influencers and creators, it’s what brands want to see.

2. Metrics That Show “Are People Actually Interested?”

This was previously called Engagement Metrics, but let’s be honest—you really want to know if your audience cares about what you’re putting out.

Interest metrics include:

• Engagement Rate –  This is the percentage of people who liked, commented, shared, or saved your content. High engagement means your content resonates.
• Comments –  Not just any comment—look for meaningful ones. This is a strong indicator of community-building.
• Saves & Shares –  These are the strongest signals to the algorithm that your content is valuable. Especially important on Instagram and Threads.
• Likes/Reactions – A good baseline, but don’t over-focus on these. They’re easy to give and don’t always mean much.

Why it matters: Engagement is the pulse of your audience. Want to know how to go viral in 2025? Focus less on vanity metrics, more on authentic interactions. Comment back. Create conversations. Platforms reward that.

3. Metrics That Show “Is This Reaching New People?”

Formerly known as Awareness Metrics, this group shows if you’re growing, getting noticed, and staying relevant.

• Reach: How many unique people saw your content. Useful for knowing how far your posts are spreading.
• Impressions: Total views, including multiple from the same person. Helpful when measuring ad saturation.
• Audience Growth Rate: Tracks how quickly your followers are growing. This metric is especially relevant if you’re a creator or influencer.
• Share of Voice: Out of all the content in your niche, how much is yours? This is more advanced but useful if you’re benchmarking against competitors.

Why it matters: You can’t convert people who don’t know you exist. If you’re trying to break into a niche—like creators jumping on Threads early—these metrics will tell you if you’re getting seen.

What These Metrics Tell You (And What They Don’t)

Here’s a truth many beginners miss: No single metric gives you the full picture.

• You might have a high CTR but no conversions. That could mean your landing page needs work.
• You might have growing reach but low engagement. That could mean your content isn’t sticky enough.
• You might have tons of likes but no comments. That could mean your audience is passive, not loyal.

Numbers don’t lie—but they don’t explain themselves either.

A Few 2025-Specific Realities to Keep in Mind

Facebook and Meta Ads are Getting Pricier. According to Shopify’s Facebook ads cost breakdown, competition is rising and so are CPC rates. If you’re running ads, track every dollar.

Threads is Changing the Vibe. More and more creators are joining Threads for authentic conversation over clout-chasing. It might not replace other platforms, but it’s influencing what performs. If you’re testing new platforms, start tracking engagement and reach early on.

Virality is Still Possible Without Selling Your Soul. There’s a smarter way to go viral in 2025. Use metrics to find what’s working and do more of that. Don’t just chase trends—build patterns.

Track What Moves the Needle

If you’re just starting out, remember this simple framework:

1. Are people seeing it? → Awareness
2. Are people caring about it? → Engagement
3. Are people acting on it? → Action

And don’t just track for the sake of tracking. Review your metrics regularly, set goals, and make content decisions based on what the numbers are telling you.

Whether you’re managing a brand, launching an eCommerce line, or trying to build an audience as a creator, understanding the important social media metrics to track is the first real step toward growth.