How to Use Social Media Analytics to Improve Your Lead Conversion Process

Last Updated March 7th, 2018

Social Media is a powerful tool when it comes to generating leads – but we all know that just because you’re posting, doesn’t mean you’re always going to see the results you want. That’s where social media analytics can assist you. Sometimes in order to see results, you need to know what’s really working. How are you supposed to fix a problem without knowing exactly what that problem is?

Here are some important questions to ask yourself and your team when it comes to posting and keeping an eye on analytics.

1 What post format is most successful for you?

There are multiple ways to see what post format is best for your business and this might vary depending on the social platform. To start, we recommend looking at successful businesses in your space, and analyzing their social media usage. What platforms are they using? What type of content are they producing? How often does their content include an image? According to Hubspot, “Tweets with images receive 150% more retweets than tweets without images.” From info like this, you can gather what format might work best.

Once you start trying out different types of posts and formatting, this is where your analytics will be important. We suggest tracking your reach and impressions. Reach is the number of people who saw your post. Impressions is how many times your content was displayed – this is why impressions can be a lot higher than reach. These are important for lead conversion because more views equal more potential clicks and more potential customers!

Facebook Reach and Impressions

Here are some great articles to help you find and analyze reach an impressions on all your social media channels.

Facebook: Page Insights Basics 

Twitter: Using the Tweet Activity Dashboard

Instagram: See Instagram Insights 

2 Does it have a call-to-action and is that call-to-action working?

According to Hootsuite, only 56% of Facebook ads include a call to action. It can be as a simple as “learn more” or “head to our website.” Don’t forget to take a look at all of your promotional posts and add a call-to-action. Once you start posting a call-to-action regularly, you can check out post clicks or weekly website link clicks.

In our Instagram posts we’ll often reference the link in our bio so people know where to find more content. Link In Profile is a great resource for adding links to your photos and directing people right to your website. When you encourage clicks to your website, you can keep track of these clicks to get clues as to what our audience would want more of. You might also learn what call-to-action is really compelling for people to head to your website or blog.

3 Are people engaging with your posts?

Comments and likes, AKA engagement, are really important to track, especially with the new Facebook algorithm. Engagement is now everything when it comes to organic posts on Facebook. By asking winning questions or by getting people to leave meaningful comments, you’ll likely see your impressions and reach go up – hopefully resulting in even more comments and likes. Keep an eye on these comments and likes every month in your insights and maybe make a list of your successful posts. You can use these as a reference for future posts.

More people engaged = more people exposed to your winning post

If you have a great call-to-action in that post then you might see some lead conversion as well – which is the goal!

4  Are you posting during peak hours?

Peak hours can be tracked on Facebook, Twitter and Instagram. Whether you’re just starting to post regularly or you have been posting regularly for years, you should pull peak hours for every day of the week and keep them on file. If you schedule your posts, you can make sure they go out at the peak times every single day.

Another important thing to note is that peak hours vary from business to business and depend on the audience. Certain audiences will be on social media at different times. This is why it’s important to look at your personal peak hours and not general statistics. For Facebook, you go to your insights tab and click on Posts for peak hour information. This will tell you exactly when your fan group is online so you can post when they’re most likely to see.

Facebook Peak Hours


5 Are you utilizing Instagram polls?

Before asking this I need to ask a different question – Are you posting Instagram stories? Mediamix says over ⅓ of Instagram users are using Instagram Stories every day. Instagram Stories are great for sharing information and then asking questions – which is where polls come in. On each story you post, you’re able to add a poll button. You can then change the question and the answer options to that question.

Once you start using stories and polls, you can keep up with real time results in the Instagram App. If you ask a questions such as “are you utilizing these tips?” and certain viewers are selecting “No”, this presents the chance for you to start a conversation. Send a personal message to these Instagram users with links to more tools you have available or maybe ask them a question to start conversation. Engagement and interaction is key for lead conversion.

6 Are you watching how long people stay engaged with your videos?

Are you posting videos on Facebook? The answer to that should be yes. Over 500 million people are watching video on Facebook every day! You’re missing out on a huge marketing opportunity by not posting video on your social media channels. Once you start posting videos or doing live video regularly, you can look at the stats to see how your viewers are reacting.

You can see what point in the videos that people stop watching or scroll by. Figure out what topics keep your viewers engaged for longer periods of time and start posting more on that type of content. To see how people are engaging with your Facebook video, you go to your insights tab and click on videos. When you scroll down to all the videos posted, you can click on specific ones to see how they performed.

If you’re a BombBomb user, you can also download your previous BombBomb videos into FB or Twitter posts. This can save you time if you already have a BombBomb library full of great videos. You can then keep track of engagement on those social posts so you can continue taking successful video. Here’s a quick video on sharing you BombBomb video URL: How do I share, embed, or download my video?

Facebook Video Views

Social Media Analytics are all intertwined – which is why it’s important to not just keep track of one thing! More genuine engagement can lead to more impressions and that can then lead to more website clicks and that can eventually turn into lead conversion!


Alexa Franck | About The Author

Social media, marketing, blogging, photography. Started as a freelance marketer, working out of all the coffee shops in CoSprings. Enjoys leisurely mornings and waffles. Content Marketing Specialist, BombBomb. BSBA, Thomas Edison State University.