u/Easy-Grass5700

Curious what other small business owners are measuring here.

We spent a long time tracking followers, likes, and impressions and realized none of it was telling us whether social media was actually making us money.

Switched focus to engagement rate by reach, audience growth rate, and conversion attribution with UTM tracking. The UTM piece was the biggest gap, without it everything just shows up as direct traffic and you can't trace a sale back to a specific post or platform.

What metrics are you actually using to connect social activity to revenue? Would be good to hear what's working for others.