In 2014, social media was becoming the place to post your content. In 2021? Facebook is the primary distribution channel for content.

But simply posting is not enough. You have to promote and measure. Seven years ago, a measly 25% of marketers were measuring their social media campaigns at the individual pieces of content level.

If you’re not monitoring your content, you might as well just throw your marketing budget out the window.

Great marketers measure, manage, and tweak. And I’m not just talking about clicks, likes, and favorites, often referred to as the vanity metrics. As you can see, it’s more about comments, shares across multiple channels, discussion, and action – or engagement and conversions.

In a perfect world, you’d have your finger on the pulse of all three to collect the most detailed and comprehensive vital signs on your campaigns. Nowadays, 56% of marketers rely on engagement metrics to determine campaign success, while 21% focus on conversion data.

That’s an improvement from four years ago, but better still is vanity, engagement, and conversions. Between various analytics services and built-in social media platform capabilities like Instagram Insights, you have the tools to collect, analyze, and use the data that matters.