SOCMED Metrics --- Conversion metrics

Question 1

TRUE OR FALSE: Conversion metrics demonstrate the effectiveness of your social engagement.

Answer 1

TRUE.

Question 2

Which KPI refers to the number of visitors who, after clicking on a link in your post, take action on a page (e.g. subscribe to your newsletter, download a gated content asset, register for a webinar) against that page’s total visitors?

Answer 2

Conversion rate.

Question 3

TRUE OR FALSE: A high conversion rate means your content is valuable and compelling to the target audience.

Answer 3

TRUE.

From a social media standpoint, it’s a sign that your post was relevant to the offer.

Question 4

THINK! How do you mathematically get conversion rate percentage?

Answer 4

[(CONVERSIONS) / (TOTAL CLICKS)] x 100 = CONVERSION RATE PERCENTAGE

Question 5

TRUE OR FALSE: If traffic is low, a post’s conversion rate is automatically also low.

Answer 5

FALSE.

These two metrics are mutually exclusive.

Question 6

Which KPI refers to how often people click on the call-to-action link in your post?

Answer 6

Click-through rate

Question 7

TRUE OR FALSE: CTR (or click-through rate) is specifically tied to a link that brings the audience to additional content

Answer 7

TRUE

Question 8

THINK! How do you mathematically get CTR percentage?

Answer 8

[(TOTAL CLICKS) / (TOTAL IMPRESSIONS)] x 100 = CTR PERCENTAGE

Question 9

Which KPI refers to the percentage of page visitors who click a link in your post, only to quickly leave the page they land on without taking an action?

Answer 9

Bounce rate

Question 10

TRUE OR FALSE: Bounce rate lets your measure your social media traffic—and in turn, your ROI (return on investment)—against other sources of traffic (e.g. traffic from an FB post vs traffic from an organic Google search)

Answer 10

TRUE.

Question 11

TRUE OR FALSE: If your social media bounce rate is higher than that of other sources, it’s proof that your social media campaigns are targeting the right audience—and, in turn, driving high-value traffic.

Answer 11

FALSE.

Your social media bounce rate should be lower than that of other sources.

Question 12

Which KPI refers to the amount you pay per individual click on your sponsored social media post?

Answer 12

Cost-Per-Click (CPC)

Question 13

TRUE OR FALSE: Your bounce rate helps you weigh if your investment in attention is efficient, or wasteful.

Answer 13

FALSE.

It’s your CPC that helps you look at that aspect.

Question 14

THINK! How do you mathematically get Cost-Per-Click?

Answer 14

[(TOTAL AD SPEND) / (TOTAL MEASURED CLICKS)] x 1000

Question 15

Which KPI is the amount you pay every time a thousand people scroll past your sponsored social media post?

Answer 15

Cost Per Thousand Impressions (CPM)

Question 16

TRUE OR FALSE: A CPM post will only create impressions or views, and won’t nexessarily drive actions.

Answer 16

TRUE.

CPM, therefore, is a faster and less expensive way to split test content.

Question 17

THINK! How do you mathematically get CPM?

Answer 17

[(TOTAL AD SPEND) / (TOTAL AD IMPRESSIONS)] x 1000

Question 18

What is the KPI for the total number of conversions that came from social media, expressed as a percentage?

Answer 18

Social media conversion rate

Question 19

THINK! Which KPI answers the question: how well does this offer resonate with our target audience?

Answer 19

Social media conversion rate

Question 20

THINK! How do you mathematically get social media conversion rate?

Answer 20

[(SOC MEDIA CONVERSIONS) / (TOTAL CONVERSIONS)] x 100 = SOCIAL MEDIA CONVERSION RATE PERCENTAGE

Question 21

Which KPI refers to the ratio of comments per post to the number of overall followers you have?

Answer 21

Conversation rate

Question 22

THINK! How do you mathematically get conversation rate percentage?

Answer 22

[(TOTAL COMMENTS) / (TOTAL FOLLOWERS)] x 100 = CONVERSATION RATE PERCENTAGE