The Only Social Metrics Small Businesses Should Track

Social dashboards can show you fifty numbers. Four of them actually change decisions.

Reach tells you how many people saw the post. If reach is falling, your posting time or format needs work.

Engagement tells you whether the message landed. Low engagement on high reach means the hook is wrong, not the audience.

Clicks tell you whether people wanted more. This is the first real signal of intent, and it is the one most businesses never track because their links are not measured.

Revenue closes the loop. Tracking links tie a campaign back to money, which is the only metric that settles arguments about what to post next.