How tracking deeper metrics helps turn attention into action
As, I’ve mentioned in a few of my past posts, alongside ICC Consulting, I also co-own Xpawsures, a fine art pet photography business based in Miami, FL. Running this brand has shown me firsthand that it’s simply not enough to just post content, we need to know what TRULY works and drives conversions.
Currently, we mostly track basic numbers such as how many likes our posts get and our overall reach. While these metrics definitely show visibility, they don’t tell us the whole story. Going forward, we will start tracking engagement more closely (comments, shares, and saves), click-through rates to our website, and conversions. For example, when someone who interacts with one of our social media posts eventually books a session. These metrics go beyond surface-level likes, they help us see what type of content not just sparks interest but also inspires action.
While content like a behind-the-scenes reel may perform well and get plenty of likes, the real value is in seeing how many of those people that saw and liked it actually became clients. According to Sprout Social, about three-quarters of consumers expect a response on social media from brands within 24 hours of their initial contact. This proves that tracking both engagement and action helps refine messaging, build stronger relationships with your audience, and ultimately drive growth.
