With employer brand budgets getting cut, Recruitment Marketing professionals are nervous as a long-tailed cat in a room full of rocking chairs. Now is the time to really look at those social media metrics. First, you need to know the essential key metrics of social media metrics. Then decide what you want your social media campaigns to do and then focus on those metrics.


So, with that, here are the seven key metrics for every social media campaign that should be measured (Check out my video on the importance of a social media campaign’s learning phase).


  1. Impressions: Impressions represent the number of times your content or ad was displayed to users. It provides insights into the campaign’s overall reach and visibility.
  2. Reach: Reach measures the unique number of users who have seen your content or ad. A high reach suggests that your campaign is successfully reaching a wide audience.
  3. Frequency: Frequency gauges the average number of times an individual user views your content or ad. It helps determine if your campaign is overexposing certain segments or failing to engage others.
  4. Clicks: Clicks indicate the number of times users interact with your content by clicking on it. This metric shows how engaging and compelling your campaign is to your target audience.
  5. Cost per Click (CPC): The CPC metric calculates the average cost incurred for each click on your ad or content. It helps assess the campaign’s cost-effectiveness in generating user interactions.
  6. Click-Through Rate (CTR): CTR is the percentage of users who click on your ad after viewing it. A higher CTR signifies that your content is resonating well with your audience.
  7. Conversion Rate: The conversion rate tracks the percentage of users who completed the desired action, such as filling out an application form or signing up for a newsletter. It is a pivotal metric that directly measures the campaign’s effectiveness in driving desired outcomes.


Recruitment marketing’s social media programs are critical in attracting talent. To understand what makes a successful campaign successful, start with these key metrics mentioned above, such as impressions, reach, clicks, and conversion rate, which is indispensable in measuring social media campaign performance. Over time, you’ll improve campaign performance along with ROI on ad spend. I hope this helps those starting out and if you like what you see, please subscribe to my newsletter.