How do you choose the right social media metrics for different stages of the customer journey?

1 Awareness metrics

The first stage of the customer journey is awareness, where you want to attract new prospects and increase your brand visibility. The metrics that matter most in this stage are related to your reach, impressions, and engagement. Reach measures how many unique users saw your content, impressions measure how many times your content was displayed, and engagement measures how many users interacted with your content (likes, comments, shares, clicks, etc.). These metrics help you understand how well you are expanding your audience and generating interest in your brand.

2 Consideration metrics

The second stage of the customer journey is consideration, where you want to nurture your prospects and build trust and credibility. The metrics that matter most in this stage are related to your website traffic, leads, and social media sentiment. Website traffic measures how many users visited your website from your social media channels, leads measure how many users provided their contact information or expressed interest in your offer, and social media sentiment measures how users feel about your brand (positive, negative, or neutral). These metrics help you understand how well you are driving qualified prospects to your website and influencing their perception of your brand.

3 Conversion metrics

The third stage of the customer journey is conversion, where you want to persuade your prospects to take action and become customers. The metrics that matter most in this stage are related to your sales, revenue, and return on investment (ROI). Sales measure how many users completed a purchase or a desired action on your website, revenue measure how much money you generated from your social media efforts, and ROI measure how much profit you earned compared to how much you spent on your social media campaigns. These metrics help you understand how well you are achieving your business objectives and demonstrating your value.

4 Retention metrics

The fourth stage of the customer journey is retention, where you want to retain your customers and turn them into loyal advocates. The metrics that matter most in this stage are related to your customer satisfaction, loyalty, and advocacy. Customer satisfaction measures how happy your customers are with your product or service, loyalty measures how often your customers repeat purchases or interactions with your brand, and advocacy measures how many customers recommend your brand to others or create user-generated content (UGC). These metrics help you understand how well you are building long-term relationships and encouraging word-of-mouth referrals.