Why Social Media Analytics Matter
If you're not tracking your social media performance, you're throwing content into the void and hoping for the best. Whether you're a freelancer, agency, or business owner, knowing your numbers helps you see what’s working, what’s flopping, and how to tweak your strategy for better results. But manually checking data across multiple platforms? That’s a fast track to burnout.
This is why we love Metricool – it's a game-changer when it comes to data. It pulls all your analytics into one clear, easy-to-use dashboard so you can stop guessing and start making data-driven decisions. In this guide, we’ll walk you through exactly how to use Metricool to track your analytics like a pro—and save yourself hours in the process.
Quick heads-up: This post contains affiliate links. That means if you sign up for Metricool through our link, we earn a small commission—at no extra cost to you. We only recommend tools we actually use and love, so you’re in good hands.
For a complete breakdown of social media scheduling and analytics, check out our ultimate guide.
Step 1: Connect Your Social Media Accounts
Before you can start analyzing anything, you need to connect your social media accounts to Metricool. This is a simple process:
- Log into Metricool and head to the Connections section.
- Select the platforms you want to track (Instagram, Facebook, TikTok, LinkedIn, YouTube, Pinterest etc).
- Grant the necessary permissions to pull in data.
- Your metrics will start populating in real-time.
By linking all your accounts in one place, you get a complete, side-by-side view of your performance across multiple platforms without bouncing between apps.
Step 2: The Key Social Media Metrics You Should Pay Attention To
Not all metrics are created equal. Likes are nice, but if they’re not translating into reach, engagement, or conversions, they’re just vanity numbers. Metricool helps you focus on the right data to refine your strategy.
Metricool gives you tons of information including:
Engagement Rate
This tells you how much people are actually interacting with your content. It includes likes, comments, shares, saves, and other forms of engagement. High engagement = content that resonates with your audience.
➡ Find it in Metricool’s Engagement Dashboard to track which posts spark conversations and which ones flop.
Follower Growth
Tracking your follower count isn’t just about numbers—it’s about understanding how well your content attracts and retains an audience. A steady rise? You’re doing something right. A plateau? Time to adjust your content strategy.
➡ Use Metricool’s Growth Graphs to spot trends over time and see which posts or campaigns led to spikes in followers.
Best Times to Post
Posting at the wrong time isn't the end of the world, but knowing when to post for maximum reach and engagement will help enormously. And once you know those details you can ensure you're sharing the right type of content for the day/time to ensure your audience can enjoy, engage and take action.
➡ Check out Metricool’s Best Time to Post feature for each platform to get your timing right every time.
See how Metricool compares to Later in our detailed breakdown.
Post Performance
Not all posts perform equally. Some might go viral, while others barely make a dent. Metricool breaks down the performance of every post, reel, or story so you can see what content type works best.
Use this data to double down on high-performing content, ditch what’s not working and plan future content based on the statistics most relevant to your Reaction Goal® – want to reach more people? Analyse the content that's reached most people in the past to inform your next post.
Competitor Tracking
Want to see how you stack up against others in your niche? Metricool’s competitor analysis lets you spy (ethically) on your competitors' performance so you can adjust your strategy accordingly.
➡ Pro tip: find the gaps in their strategy and use them to your advantage.
Step 3: Generate Professional Social Media Reports in Minutes
If you manage social media for clients (or just love organized data), Metricool’s automated reporting tool is about to be your new best friend. Instead of manually compiling screenshots and stats, you can generate a polished, easy-to-read report in a few clicks.
How to Create a Report in Metricool:
- Go to the Reports section in your dashboard.
- Select the platforms and time range you want to include.
- Customize the report with your logo and the details you want to include
- Download the report as a PDF or send it directly to a client.
This makes client reporting effortless and helps you prove your value with clear, data-backed results. We'd always recommend reports like this are backed up with a more story-led report, call or video to ensure your clients are fully in the know and understand what is happening with their account.
NB: some of the reporting features require an upgraded plan.
Not sure if Metricool is the best option? Read our Metricool vs Later comparison.
Step 4: Turn Your Data into Actionable Strategy
Analytics are only useful if you use them to improve. Once you have your data, here’s how to make it work for you:
1. Identify Top-Performing Content
If a post works well, don’t just celebrate—analyse it. Look at what made it successful and replicate that strategy again and again. Both on the original platform and across others.
2. Post at Peak Engagement Times
Use Metricool’s best time to post recommendations and schedule content when your audience is most active for higher engagement and reach. Remember to create the right type of content for the day/time.
3. Adjust Your Content Mix
Are carousels outperforming single-image posts? Are reels getting more traction than feed posts? Shift your strategy based on what’s actually working.
4. Fine-Tune Your Hashtag Strategy
Metricool shows which hashtags bring the most reach and engagement. Swap out underperforming tags and test new ones to see what sticks.
Final Thoughts:
Tracking analytics manually is a headache. Metricool does the heavy lifting for you, turning your raw data into actionable insights so you can grow faster with less guesswork.
- Stop wasting time jumping between platforms—see all your analytics in one place.
- Know what’s working so you can do more of it.
- Generate client reports in minutes, not hours.
If you want to track your analytics like a pro and improve your social media strategy without the stress, Metricool is the tool we'd recommend.
