If you’ve ever opened your analytics and felt overwhelmed by numbers – you’re not alone.
Likes, reach, impressions, saves, shares, clicks, follows…
The list goes on.
At Melbourne Social Co, we’re very intentional about which metrics we track and report on, because not all numbers are created equal – and chasing the wrong ones can lead to frustration, burnout, and poor strategy decisions.
Here’s a breakdown of what metrics actually matter, why they matter, and which ones we don’t obsess over.
The metrics we care about:
- Reach
Reach tells us how many unique people are seeing your content.
Why it matters:
- You can’t convert people who never see your posts
- Healthy reach indicates strong hooks and platform alignment
- It helps us assess whether content is being distributed effectively
Low reach often signals:
- Weak hooks
- Content not matching audience intent
- Overly promotional messaging
- Saves
Saves are one of the strongest indicators of content quality.
Why we prioritise saves:
- They show the content provided real value
- They signal long-term relevance to the algorithm
- Saved content often leads to return profile visits
If people are saving your content, they’re telling you that your content is useful and I want to come back to this.
- Shares
Shares indicate content that resonates emotionally or practically.
Why shares matter:
- They extend your reach organically
- They build trust through social proof
- They often signal relatability or clarity
Highly shareable content usually:
- Solves a specific problem
- Makes people feel understood
- Communicates a clear message quickly
- Website Visits
For businesses, this is where social media starts working for the business.
Why clicks matter:
- They show potential conversion off-platform
- They indicate readiness for the next step
- They tie content back to tangible business outcomes
This metric matters far more than likes when the goal is growth.
…and what metrics don’t we chase?
Likes
Why? Because they are easy, passive and often misleading. They are good to see, but rarely drive and business outcomes.
Impressions Alone
Why? Because high impressions without saves, shares or clicks often signal surface-level attention, not impact.
Follower Growth (without context)
Why? Because follower growth is a lagging indicator, not a primary KPI. It shows cumulative content impact and reflects long-term brand trust. However, a growing audience means nothing if they don’t engage or convert.
At Melbourne Social Co, we help brands cut through the noise by focusing on the social media metrics that actually drive growth — not vanity numbers that look good in a report but don’t move the business forward.
If you’re feeling unsure about what your social media performance really means, or you want clearer reporting, smarter strategy and content that connects to real outcomes, we’d love to chat. Get in touch with our team to learn how a more intentional, results-driven approach to social media can support your brand’s next phase of growth.
