Freedom from Fluff: The Metrics That Actually Matter
Let’s get real.
In a world where marketers (and influencers) chase likes like it’s 2016 and throw around words like “engagement” without context, we’re here to tell you: Likes are cute, but conversions pay the bills. If your social media reports are more fluff than facts, it’s time for a content reality check.
At Maven Marketing & Co., we believe in cutting through the noise and helping you focus on the data that drives real growth. So grab your iced coffee, open your metrics dashboard, and let’s talk about what actually matters.
1. Engagement Rate > Like Count
Sure, it’s nice when a reel racks up hundreds of hearts, but that number alone doesn’t mean your audience is actually connecting with your content. What you really want to know is your engagement rate — the percentage of people who are liking, commenting, sharing, and saving compared to how many saw the post.
Why It Matters:
Because a high engagement rate means your content is resonating. And content that resonates builds trust, loyalty, and (you guessed it) conversions.
Pro Tip: Shoot for an engagement rate above 1% to start. If you’re killing it with 3% or higher, pop the bubbly.
2. Click-Through Rate (CTR): The Unsung Hero
CTR = the number of people who clicked your link divided by the number who saw it. It’s a small stat with a big punch.
Why It Matters:
Your CTR shows whether your content is compelling enough to move someone to action. It’s also your first real step toward conversion. You can’t convert traffic you never got.
Watch It On: Paid ads, link in bio clicks, email campaigns, and even Story link stickers.
Our favorite client metric showcase lately? The power of email marketing if done correctly, especially for a retail customer! Up month over month with strategic results, and it shows!
3. Website Conversions: Where the Magic Happens
Now we’re talkin’.
A conversion can be anything from a form fill to a product purchase to a booked consult. This is where you connect the dots between content and cash.
Why It Matters:
Because revenue is the goal. Whether it’s a download or a deposit, conversions show that your content strategy is doing more than just lookin’ pretty.
Track This With: Google Analytics, Facebook Pixel, Shopify, or your CRM platform.
4. Cost Per Click (CPC) & Cost Per Conversion (CPCV)
For our ad-lovers out there, CPC tells you how efficiently your dollars are being spent to drive clicks. CPCV tells you the cost of a real result.
Why It Matters:
Low CPC is great, but not if no one buys. Low CPCV? Now you’re getting somewhere.
Watch for Trends: If CPC is low but conversions aren’t happening, your landing page may be the problem (not the ad!).
5. Saves, Shares, and DMs: Dark Social Gold
These are your secret weapons. They don’t always show up front and center on analytics dashboards, but they’re powerful indicators of interest and trust.
Why It Matters:
Saves and shares mean your content has lasting value. And DMs? They’re your audience raising their hand to say, “Tell me more.”
Hot Tip: When you start seeing “Just sent this to a friend” in your comments, you’re winning.
6. ROI (Yes, the Real Kind)
We’re not here to boost your ego. We’re here to help your bottom line.
Whether you’re measuring leads, sales, or booked appointments, ROI shows the impact of your marketing spend. Even brand awareness campaigns can have measurable ROI when done right. Take one of our real estate clients, who landed a $1 MILLION DEAL because they saw the marketing they were producing for other listings.
The Maven Method: No Fluff, All Facts
At Maven, we don’t just show you vanity metrics. We build strategies around the KPIs that drive growth. If a campaign isn’t converting, we pivot fast. If a piece of content is crushing it, we double down.
Here’s what you get with us:
A clear strategy aligned with your goals
Weekly insights, not just monthly reports
Someone who reads your analytics like a spicy novel
Final Thoughts
Metrics can feel overwhelming, but they don’t have to. If your reports are all style and no substance, it’s time to Marie Kondo your dashboard.
Ditch the fluff. Track what matters. And partner with a team that gets it.
