8 Social Media Metrics That Matter to Your B2B SaaS Business

Keeping track of various social media metrics will help you see whether or not your marketing efforts are paying off. Without clear insight into those metrics, you simply cannot see how well you’re performing on social platforms.

There are many social media metrics you can track, but the following are the most important for your B2B SaaS business.

1. Reach

As its name suggests, reach is the metric that shows how many people you have reached on social media. It shows how many of your social followers have seen your posts.

Why is this metric important to follow? Because you need to know whether or not your marketing efforts are attracting as many people as you need to achieve your goals. If your reach isn’t very satisfying, it means you need to spruce things up a bit.

For instance, you may want to create a course and get lots of people to sign up. You may want to get an ad for your online exam software solution in front of as many people as possible.

These are only some of the cases where looking at your reach is a necessary step. It will help you determine how strong your social media presence actually is, and whether it needs improvement.

 2. Impressions 

Impressions represent the number of times your social followers have seen your content. Don’t confuse it with reach, because that metric shows the total number of unique people who’ve seen your content.

For instance, a single person may encounter your ad on social media twice. For that person, your reach metric would be 1, while you would have 2 impressions.

This is why you should focus more on reach than on impressions. But is then this metric on this list?

Impressions can be an important metric to measure if one of your goals is to raise brand awareness. You want people to see your ad a particular number of times so that you stay at the forefront of their minds.

This metric doesn’t matter if people don’t actually click on your links, and engage with your brand. But if your impressions start dropping, it means there’s some room for improvement.

 3. Click-Through Rate

This is another metric that doesn’t matter much on its own. However, it’s an essential one to follow, because it shows you how many people are interacting with your content.

Your click-through rate (CTR) shows how many social followers have clicked on the links or ads you shared and visited your website. If your CTR is low, you need to make some adjustments to your strategy.

You need to create an effective social media marketing strategy that will compel people to interact with your content. CTR is one of the key metrics for helping you determine the effectiveness of that strategy.

 4. Engagement Rate

The engagement rate may be the most vital social media metrics to measure. It shows the success of your social media marketing campaign.

Engaging people in your brand is the key to capturing qualified leads and generating more conversions, sales, and ROI. If you can truly entice people to engage with your content, you can quickly and easily grow your business.

So, what’s engagement on social media? It’s all the likes, shares, retweets, saves, website clicks, comments, and messages that you get. Every time a person interacts with your brand, your engagement rate increases.

This metric will help you determine what types of content are performing well. You’ll know exactly what content gets more likes, shares, and other forms of engagement. This will help you continually improve your content, and make sure that it provides your audience with real value.

 5. Conversion Rate

Your conversion rate shows how many people clicked on your ad, or a link that you shared, and took any desired action on your site.

The higher your conversion rate is, the higher the ROI you’ll generate. This is especially because Google will recognize your content as relevant and helpful. If it determines that your content provides value, it will increase your SEO ranking and online visibility, helping you capture more leads and conversions.

So, track this metric, and constantly take steps for improving it.

Some of the best tools for improving conversion rates are lead quizzes. Did you know that interactive content generates twice as many conversions than static content?

Utilize online assessment software to create fun quizzes relevant to your audience’s pain points, and compel people to take them. The key is to provide quiz results only after your leads take a desired action, such as subscribe to your email list.

6. Bounce Rate

Bounce rate is just as important metric to measure as conversion rate. Bounce rate shows how many people have turned away from your website after viewing only one page.

If your bounce rate is high, it means that you do manage to attract a lot of people to your website, but you don’t give them value. You compel them to click through and get to your landing page, but don’t manage to entice them to stick around and find out more about you.

This happens if your posts or ads are misleading. Never promise one thing in your ad or post, only to deliver something entirely different on your landing pages. You would only drive away potential customers, who would move on to your competition.

To decrease your bounce rates, you need to start with powerful headlines. Then, you need to ensure that your content delivers exactly what the headlines promised.

7. Follower Growth 

Establishing your social media presence should help you extend your reach, and compel more people to engage in your brand. The more people you engage, the higher your conversions and ROI will be.

Therefore, it’s important to keep track of your follower growth. If the number is increasing steadily, it means that you’re doing something right. Your strategy is effective, so keep up the good work.

If the number is dropping, analyze all the other metrics, and see why people may be turning away from you.

If you don’t look at this metric at all, you may lose plenty of opportunities for business growth. This is simply because you wouldn’t know that you may be losing lots of followers.

 8. Social Media Mentions

Social mentions are also very essential to track because they showcase what people are saying about you on social media.

How are people perceiving your brand? Do they like your products? Do they think your solutions need a bit of improvement? Is your brand voice perhaps pushing them away?

Monitoring social media mentions will give you a clear insight into what your followers think about your brand. Armed with that knowledge, you can keep improving your efforts, and meeting your target customers’ needs.

You should also listen to what people are saying about your competitors on social platforms. That way, you can compare your social efforts, and see what you may need to do to step up your game.


All these metrics are vital for measuring the performance of your social media marketing strategy. They can help you see exactly which of your efforts work, and which may need a bit of an adjustment.

Which metrics you’ll ultimately follow depends entirely on the goals of your B2B SaaS business. Some metrics may not tell you anything valuable, while others may be crucial for supercharging your conversions and sales. The key is to keep tracking them and stay fully aware of your followers and their needs. After all, they are those who help your business thrive.

Angela White

Angela White

Angela White is an ed-tech enthusiast with a passion for writing for the consumer market in the areas of product research and marketing using quizzes and surveys. Having a knack for writing and an editorial mindset, She is an expert researcher at a brand that?s known for creating delightfully smart tools such as ProProfs Quiz Maker.
Angela White

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