Measuring social media results
Which posts contribute to your communication goal? Measure your social media results in Coosto and compare content and campaigns. Use your analysis to decide which message, format or approach you want to continue, test further or adjust in your next planning.
- Compare your content
- Follow your campaign goals
- Support your planning
Stop steering on isolated figures
After a campaign you want to be able to assess what your posts have delivered. The post with the most reactions is not necessarily the post that brought the most visitors to an information page. A ranking of popular posts therefore doesn't answer your evaluation question. Start with your communication goal and decide which figures fit it, so you assess results by what you actually wanted to achieve.
See which approach you want to continue or adjust
In Report you see reach, interactions and clicks per post and channel. Compare formats and campaigns over a suitable period and take into account how much you published and whether you used ads. A higher total with more posts doesn't automatically mean your communication resonated better. By looking at results in context, you see more clearly which approach you want to continue, where extra explanation is needed and what you want to investigate further.
Build on earlier communication
In Publish, give posts labels for a theme or campaign and use that structure for your analysis in Report. That lets you assess related posts as a whole. Based on your findings, choose for example a format you want to use again, a topic that needs further explanation or an approach you want to adjust. Store reusable content in the content library, so you don't have to start from scratch every time. That way you build on earlier communication and better support which message, format or approach you continue or adjust in your next planning.
Tips
See what happens after your social post
Via the GA4 integration you view social media performance alongside website traffic and conversions. Investigate, for example, which visits to an information page are registered from social media and which next steps follow. For this you need to set up the desired actions so they can be measured and take GA4 attribution into account. That adds website behaviour to your evaluation and gives more context for the question of which communication you want to continue or adjust.
Support your next communication choices
Labels
Group posts by theme or campaign and compare related communication as a whole.
KPI management
Set KPIs and follow how results relate to the communication goal you have defined.
100+ widgets
Choose the measurements that fit your analysis question and set up your dashboard around them.
GA4 integration
View social media performance alongside website traffic and next steps on your website.
Use results for your next planning
Take your communication goal as the starting point for a demo of Publish and Report. We show you how to analyse labelled posts as a campaign, compare results of content and channels and bring the outcomes back into your next planning. That way you see how earlier communication helps to better support new choices and decide more precisely what you continue, adjust or investigate further.
During a demo we show you:
- Organising posts by theme or campaign.
- Comparing the performance of content and channels.
- Building a dashboard with suitable measurements.
- Preparing and scheduling new posts.
Frequently asked questions
Can I assess paid and organic results separately?
In Coosto you can analyse the performance of organic posts on Facebook and Instagram alongside Meta advertising statistics. Keep paid activity recognisable in your evaluation, so you can better explain differences and substantiate which approach you want to continue or adjust.
Can I attribute conversions entirely to social media?
Not necessarily. GA4 attributes results according to the configured attribution. People may have used several channels before signing up or taking another action. So phrase what your measurement shows and don't turn it into proof that social media was the only cause. That keeps your evaluation careful and prevents overly firm conclusions.
Do reach and interactions show that people understand my message?
No. These figures show how many people your post reached and which interactions took place. They do not prove that people understand the message or change their behaviour. Use additional information or research for that, so you can assess whether extra explanation, follow-up communication or a different approach is needed.
