How to Read Social Media Analytics Without Getting Overwhelmed

May 14

Let’s be honest: analytics can feel like A LOT.
You log in to Instagram, Facebook, or TikTok, and suddenly you’re staring at numbers, graphs, and random acronyms like “CTR” and “ER” wondering what it all means… and if you’re even doing a good job.

Here’s the good news: You don’t need to be a data expert to understand what’s working.
You just need to know what to look for and what you can ignore.

So let’s break it down, the non-stressful way.

First: What Analytics Actually Matter?

Here are the 5 metrics I tell my clients to focus on (and why):

1. Reach – How many people saw your content.
This tells you how far your content is going. Higher reach = higher visibility = more chances to grow.

2. Engagement – Likes, comments, shares, saves, etc.
This is how you measure connection. Are people actually interacting with your content?

3. Profile Visits – How many people clicked on your profile after seeing a post.
This shows if your content is interesting enough to make people want to learn more about you.

4. Website Clicks / Link Clicks – Are people taking the next step?
If you're promoting a service, product, or booking link, this one matters. It connects social with action.

5. Saves + Shares – Are people finding your content valuable enough to keep or pass on?
This is a low-key power metric. Saves especially tell the algorithm, “Hey, this is good stuff.”

What You Can Chill About:

❌ Follower count
Followers are nice, but they’re not everything. Focus on building trust, not just numbers. 1,000 engaged followers will always outperform 10,000 ghost ones.

❌ Perfect stats every time
Not every post is going to be a winner and that’s okay. Look at overall patterns, not one-off flops.

❌ Impressions vs. reach
Unless you’re deep into ads, these can be confusing. Stick to reach and engagement if you're starting out.

How to Actually Use Your Analytics:

✔️ Look at your top 3 performing posts from the past month.
What do they have in common? The format? The topic? The vibe?
That’s your content sweet spot. Do more of that.

✔️ Check when your audience is online.
Post during those windows (Instagram shows this in your Insights under “Audience”).

✔️ Don’t obsess - Just check monthly.
Set a reminder, look at what’s working, and make one small change for the next month. That’s it!

Bonus: The Easiest Analytics Check-In

Once a month, ask yourself:

What posts got the most engagement?
What type of content drove clicks or visits?
What didn’t perform that I thought would?
What’s one thing I can test next month?

You don’t need fancy dashboards. You just need to stay curious.

Bottom line:
Social media analytics aren’t here to judge you. They’re here to guide you.
Look for what’s connecting, not what’s “perfect,” and you’ll keep moving in the right direction.

Need help reviewing your analytics or creating a content plan that’s based on what’s actually working? I’ve got you!

Let’s turn your numbers into strategy — without the overwhelm.

Sammi Anderson