Social media analytics

Platform dashboards measure the platform, not your business

Every network reports reach, impressions and engagement, and each one defines them slightly differently. Put Instagram and LinkedIn figures side by side and you are comparing two different rulers. None of them tells you whether a post produced a single enquiry.

The useful question is what happened after the click. When links from social are tagged consistently, your website analytics can show which posts brought visitors who stayed, signed up or bought. Most accounts we audit have untagged links, a link-in-bio tool that strips the source, or both, so social traffic shows up as direct visits and gets no credit.

Fixing that tagging is often the most valuable part of the job, because it makes every future month measurable rather than only this one.

Your best posts have something in common

When we sort a year of posts by what they produced, a pattern almost always appears. Perhaps carousels that teach one thing outperform everything else, or posts showing the team beat product shots by a wide margin. Teams rarely see it themselves, because they remember the posts they liked making, not the ones that worked.

The bottom of the list is equally useful. Formats that consistently underperform take the same time to make as the ones that work, and dropping them frees hours every month. The report ends with a short list of these decisions, each tied to a chart you can check yourself.

• Posts grouped by format, topic, length and posting time
• Engagement compared per follower, so accounts of different sizes compare fairly
• Click-through and website goals per post where tagging allows
• Follower growth separated from paid boosts