It may look impressive to have a lot of “likes” on your team or league Facebook or Twitter page or to have a high following. deceiving. Want to know what’s really happening behind the scenes? Learn why the quality of your fans matter online and get a much clearer picture of the success of your social media presence or digital campaign and your brand ROI on social media.

Paying attention to the right data will show you how your hard work is paying off but will also allow you to make adjustments in real time to optimize your posting content, resulting in more clicks, more engagement, and ideally more conversions. Let’s narrow down the numbers to measure what matters most.

1. Reach

What is it?

Put simply, reach measures how many unique eyeballs landed on your content—it’s your potential audience size. Total Reach is the number of unique people who have seen any content associated with your page, including ads, during a specific duration of time. Post Reach shows the number of unique people who have seen your page posts, but not necessarily the number of times your content was seen.

Why does it matter?

On its own, reach can help you understand how far your content disseminated and how big the audience is for your message. Reach becomes very powerful when compared to other engagement metrics. Use reach as the denominator in your social media measurement equations such as calculating engagement rate (more on this in a second).

How do you measure it?

The quickest and easiest way to see the number of people who saw your post organically is to view the “saw this post” number. Otherwise, look at the insights section of the specific platform to view the reach of a given post.

2. Engagement Rate

What is it?

Engagement rate is the percentage of people who saw a social media post and engaged with it in any way. That means any like, reaction, share, comment, favorite, retweet, click, etc.

Why does it matter?

It’s more important than any page “like”—it gives an accurate picture of what’s actually happening with your content. It shows you how many people are connecting with your brand and how often, rather than only the brand follower who may never return to engage with your content. A high engagement rate shows people are interacting and talking about your brand, often in a positive way.

How do you measure it?

To put it simply, engagement rate on social media can be calculated by the total number of engagements (like/favorites, shares, comments, etc.) divided by the number of people who saw the post.

3. Click Through Rate (CTR)

What is it?

The click through rate (CTR) is the percentage of people who were served your content and clicked through on it to your landing page.

Action can be taken on an organic social media post, paid display ad, or any other type of placement that is intended to drive traffic to your landing page.

Why does it matter?

This is more common when measuring paid digital, but it can be measured on anything where the main objective is to drive traffic to a landing page. It allows you to get a good picture of how your content is performing and will help you identify if a change is needed in order to optimize your content.

How do you measure it?

As long as you can capture the amount of impressions and clicks, you can calculate CTR. The CTR is calculated by taking the number of clicks and dividing it by the number of impressions.

4. Impressions

What is it?

Impressions refers to the number of times a post or ad was displayed—whether or not the post is clicked. It differs from reach in that a single person may be counted several times within impressions. In other words, a single person may represent multiple impressions for any given post or ad.

Why does it matter?

When you’re planning awareness campaigns, impressions can be a very valuable metric since you want to get your content in front of as many eyeballs as possible (and you want them to see it several times). Some channels also allow you to make your buy, by purchasing those impressions through a set CPM (cost per 1,000 impressions) which can help you budget for that channel, and forecast how much extra traffic you can expect to drive to your landing page.

How do you measure it?

Measuring impressions will vary from platform to platform so it’s important to familiarize yourself with each. This is a more common feature of paid digital (and traditional) media as opposed to organic channels, but measure where you can.

5. Video View Rate (VVR)

What is it?

Video view rate, as we prefer to define it, is the number of 3–10 second views of your video divided by the number of impressions of that video. You take the “viewed to X% completion” rates and get a good idea for when people dropped off.

Why does it matter?

VVR gives you a better gauge of the performance of your video than strictly looking at total views or views to a certain percentage. You’re able to see how engaging your video is and how people respond to it but this will also help gauge when you should be branding your video (early on vs. later on) based on when the majority of people dropped off.

How do you measure it?

You can calculate the video view rate natively on many ad platforms; however, it’s easy to take the number of 3–10 second views divided by the number of impressions or people who were served your video.

Each of these metrics alone helps provide ROI for efforts health care marketers are undertaking, but how much weight they hold to your individual campaign really depends on the goal of the campaign (how you define the success of it) and how it supports the overall business goals.