Results, KPIs, and Analytics: What Metrics Brands Should Track:
In today’s competitive digital landscape, creating visually striking content is just the first step. To ensure your social media presence drives real business results, it’s essential to track the right metrics, understand performance trends, and adjust strategy accordingly. At Oglesby Creative, we monitor a comprehensive set of KPIs across brand growth, engagement, discovery, conversion, and story performance, providing clients with actionable insights through monthly and/or quarterly analytics reports.
Measuring brand growth and visibility is the foundation of understanding how effectively your social presence is expanding. Follower growth, tracked on a monthly and quarterly basis, shows how quickly your audience is increasing, while post reach and impressions reveal how far your content is actually traveling. Comparing these metrics to competitors or industry benchmarks allows us to evaluate your brand’s performance within the wider luxury landscape. Geographic audience growth is particularly important for luxury hospitality and travel brands, ensuring you are reaching key markets such as London and other target destinations. Monitoring these indicators ensures your content is not only seen by existing followers but also attracting the attention of potential new clients.
Engagement and content quality are equally critical, as high-performing content inspires interaction and retention. We track engagement rates per post, including likes, saves, comments, and shares, to see which content resonates most with your audience. Saves per carousel are especially valuable for luxury destinations or high-consideration purchases, as they indicate content that your audience wants to revisit. Reels are monitored for watch time and completion rate, providing insight into how captivating your videos are, while story interactions (including taps, replies, likes, and polls) show how audiences engage with real-time content. These insights allow us to continuously refine creative strategies and produce content that truly connects with your audience.
Another key focus is discovery, or how effectively your content attracts new audiences. Metrics such as profile visits per post highlight which pieces drive viewers to explore your brand further. Comparing Reel reach to your follower base allows us to assess the percentage of views coming from non-followers, while tracking new follows generated per content piece provides a direct measure of audience growth. By monitoring discovery metrics, we ensure your social media presence is expanding its reach and bringing in new potential clients who may not yet be familiar with your brand.
Ultimately, social content should contribute to tangible business results, and we closely monitor conversion and commercial impact. Website clicks, booking link taps, and engagement with external links show how content drives traffic to key brand touchpoints. For restaurants, table reservation clicks are a direct indicator of ROI, while enquiry form submissions and event or private dining inquiries measure lead generation from social content. Campaign-specific metrics, often coordinated with PR teams, allow us to evaluate the performance of targeted promotions. By linking social media activity to commercial outcomes, we ensure that every post serves a strategic purpose, not just an aesthetic one.
Story performance is another area we track closely. Stories provide high-impact, ephemeral content that can drive interaction and conversions in real time. Key metrics include story view-through and completion rates, replies and direct messages, and engagement with user-generated content reposts. Tracking these indicators allows us to understand what content resonates most with audiences and optimize real-time storytelling to maximize engagement and brand impact.
At Oglesby Creative, we make reporting a cornerstone of our service. Clients receive monthly performance reports per handle, detailing key metrics, trends, and actionable next steps. In addition, quarterly strategic reviews consolidate insights across all brands and platforms, informing broader content planning, campaign development, and growth strategy. By consistently monitoring these KPIs and providing clear, data-driven recommendations, we ensure that social content not only looks exceptional but also drives measurable growth, engagement, and business results.
