The Metrics That Actually Matter (And the Ones You Can Ignore)
Raise your hand if you’ve ever stared at your follower count and wondered if it means anything at all.
Spoiler alert: It doesn’t—at least not the way you think.
Too many creatives and business owners obsess over surface stats like likes, followers, or reach. But if you want to grow strategically and show up with purpose, you need to focus on the metrics that actually move the needle.
Let’s break it down stage by stage.
📊 Why Metrics Matter (But Only the Right Ones)
Metrics aren’t here to validate your worth or creativity.
They’re tools.
They help you track what’s working and make informed choices instead of flinging content into the void.
But not all metrics are created equal. And not all of them matter equally at every stage of your business.
So, let’s zoom out and match the metrics to your mission.
🌱 STAGE 1: Awareness
Goal: Get discovered by new people
At this stage, you’re trying to increase visibility and build brand recognition. You want more eyes on your work—but the right eyes.
Metrics that matter:
Reach (How many unique users saw your post)
Impressions (How often it was shown)
Shares (Are people spreading the word?)
Saves (Is your content considered valuable enough to keep?)
What to ignore:
Follower count. It will grow if you’re doing this part right, but obsessing over it is counterproductive.
✨ Pro tip: Carousel posts and Reels tend to perform well for reach. Use them to teach, inspire, or entertain—then guide folks to your next stage: engagement.
💬 STAGE 2: Engagement
Goal: Build trust and community
Now that people know you exist, your job is to make them care.
Metrics that matter:
Comments (Are people connecting with your message?)
Story replies / DMs (Are you creating a conversation?)
Profile taps (Are they curious to know more about you?)
Email opt-ins (Is your content compelling enough to follow beyond the algorithm?)
What to ignore:
Views alone. Viral doesn’t always mean valuable. If your post got 10k views but zero comments, ask why it didn’t spark deeper interest.
✨ Pro tip: Show your face. Personal stories, voice notes, and casual behind-the-scenes content are engagement gold.
💸 STAGE 3: Conversion
Goal: Turn interest into action
This is where people go from just watching to buying, booking, or subscribing.
Metrics that matter:
Website clicks
Link-in-bio activity
Sales / Sign-ups from socials
Conversion rate (How many people took the action you invited them to take?)
What to ignore:
Likes. They’re a dopamine hit, not a dollar sign.
✨ Pro tip: CTAs (calls-to-action) are key here. Make sure your content leads somewhere—whether that’s your offer, your newsletter, or your DMs.
Numbers With Meaning
You are not your numbers. But your numbers can guide you.
When you're clear on what stage of growth you're in—and what your content is meant to do—you can track your progress without spiraling.
This is how you build with intention.
This is how you grow without burning out.
This is how you become visible and sustainable.