Key takeaways
- Leads and conversions beat likes and follows.
- Engagement from target accounts matters more than volume.
- Track with UTM. Ignore vanity metrics.
Likes and follows are nice. But for B2B, they rarely translate to revenue. Here are the metrics that actually matter.
Leads and conversions
How many leads came from social? Form submissions, demo requests, content downloads. Track them with UTM parameters and attribution.
Engagement that matters
Comments, shares, and saves—especially from your target accounts. A comment from a decision-maker is worth more than 100 likes from randoms.
Traffic and content performance
Which posts drive traffic to your site? Which content drives the most qualified visitors? Optimise for that.
What to ignore
Vanity metrics: follower count, likes for the sake of likes. They can be gamed or bought. Focus on outcomes.
FAQs
UTM parameters on links, plus your CRM or analytics. Track the full path.
B2B social conversion is often low—0.5–2% is common. Focus on improving, not absolute benchmarks.
Want to measure what matters?
We set up tracking and reporting that connects to revenue.