Picture this: you’re putting hours worth of effort into your digital marketing content… but when it comes time to actually evaluate performance with social media reporting? Crickets. 😬

Social media isn’t just about the aesthetic of your feed. It’s about implementing a tactful strategy that resonates with your target audience and ultimately aligns with established KPIs. Tracking the performance of your digital marketing content on an ongoing basis is the key to measuring the success of your strategy and refining your action plan accordingly. 🔑

Read on for 3 ways to evaluate the performance of your social media content!

YOUR AUDIENCE IS ACTUALLY ENGAGING WITH YOUR DIGITAL MARKETING CONTENT

The #1 way to evaluate the performance of digital marketing content is through your audience’s engagement. Are your followers liking, commenting, sharing, or saving your content? These are strong engagement signals that your content resonates.

Since social media lives in the top and middle of the marketing funnel, the primary goal isn’t conversions — it’s relationship building. When you evaluate performance on your digital marketing content, look beyond the vanity metrics like followers and likes and even surface-level metrics like reach or impressions. Focus on how consistently your audience engages with your digital marketing content to find out whether your content is sparking genuine interest from your community.

Why is this so important? 🤔 Because sparking interest and building authentic relationships through your digital marketing content and community management efforts drive your audience through the funnel over time. A strong, engaged community is more likely to trust your brand, return for future content, and eventually convert, whether that be a purchase, a sign-up, or sharing your message with others. In the end, the loyalty of your community will set you apart from brands that are at a growth halt.

💡 Pro-tip: When it comes time to evaluate the performance of your digital marketing content, take a peek at trends in your performance over time. Are certain content types driving more comments, saves, or shares? Does certain copy prompt thoughtful engagement while others get scrolled past? These patterns will guide you to the answers of what works and where you can improve. Consistently evaluate performance with the goal of relationship building to keep your digital marketing content successful.

WEBSITE TRAFFIC FROM YOUR DIGITAL MARKETING CONTENT IS INCREASING

Spoiler alert ⚠️: the incoming path isn’t quite linear, but it’s still a key step to analyzing your digital marketing content!

Website traffic coming from social media is an excellent way to measure if your digital marketing content is resonating with your audience because it’s a sign they’re moving through the marketing funnel. When someone clicks through to your site, it shows they’re not just passively consuming your digital marketing content, but are actively interested in your offering and learning more. That’s a clear signal they’re taking a trip through the marketing funnel, and a valuable way to evaluate performance beyond just likes or comments.

While social sits at the top and middle of the funnel, driving traffic to your site is often just the first step toward a conversion, and evaluating that traffic helps decode whether your digital marketing content is truly landing.

Since IG removed in-app link click metrics for feed posts, it’s a non-negotiable to get creative to evaluate performance here. Here are our recommended workarounds to consider:

🔗 Using UTM links in both your bio and on stories, so you can accurately monitor exactly where traffic is coming from via Google Analytics.

🗝️ Incorporate ManyChat keywords in your CTA’s so you can evaluate performance through automated DMs that lead users to a specific link.

(psst… you should also use UTM links when setting up these automations! BONUS: They’ll boost your engagement and help you see exactly which members of your community are the most interested.)

📈Regularly check Google Analytics by filtering for referral sources from social platforms.

These alternate tracking methods give you a clearer picture of how well your content moves your audience from awareness to action, without the need for IG’s link click tracking.

YOU’RE SEEING MORE INQUIRIES, LEADS, OR SIGNS OF INTENT

One of the clearest ways to evaluate your digital marketing content is by tracking bottom-of-funnel activity. We’re talking DMs, questions included in those DMs, product purchases, form submissions, newsletter signups, and more! These break past vanity metrics as direct signals of intent that are proof of your digital marketing content doing more than just capturing attention — it’s prompting action. 🏃‍♀️This builds momentum, trust, and prompts your audience to further their journey through the marketing funnel.

To evaluate performance thoroughly, you’ll want to go beyond just counting conversions. Look at the quality and context of these interactions by looking for patterns like these:

📲 Do they spike after a certain category of post?

🤔 Are certain CTA’s inspiring more action than others?

💌 Do newsletter sign-ups increase after educational content or personal storytelling?

When you evaluate performance through this in-depth lens, you can decode what’s truly sparking action in your digital marketing content. Recognizing these patterns helps you evaluate performance not just by the numbers, but by the intent, giving you a fuller picture of how well your brand is guiding your audience through the funnel and toward long-term loyalty.

Ready to analyze your digital marketing content with confidence and clarity? Our social media analytics course, Decode Your Data, helps you break down the metrics that matter, uncover what’s working, and fine-tune your strategy for results that promote conversions.

If you’re looking to outsource to take your digital marketing content to the next level, we’d love to help! 🤭Inquire about our services today! Otherwise, keep up with the latest marketing news and trends by following us on Instagram and subscribing to our weekly newsletter. Chat soon!

Xx,

The Homies