Singular analytics and social metrics: now side-by-side
If you can’t measure organic lift and social metrics, you’re not getting a complete picture of marketing results. And you’re also unaware of how you are either boosting or impairing future ad reach, engagement, and results.
Recently I chatted with Aidan Quest, the CEO of influencer marketing network JetFuel, now Liftoff Influence. We talked about organic impact on TikTok specifically, where I learned that sometimes the best influencer-made ads get millions of views organically on the For You page.
As in, for free.
Social metrics, now in the Singular dashboard
That’s one reason Singular has recently added social metrics to Singular analytics.
“Every marketer wants all the data they can get for each campaign, and that includes organic multipliers and knock-on impact of your ad campaigns,” says product marketing manager Kelsey Lee. “This is a big step towards providing a more holistic picture of the organic benefits of paid advertising.”
To start, the social metrics available in the Singular dashboard will include data from:
For now, social metrics in Singular reports will be focused on 2 things:
- Social engagement metrics: your organic results for follows, likes, shares, comments, and post saves generated as a result of your ads
- Reach and average frequency metrics: details on the reach and frequency of your ads … so a total for how many people who saw your ads at least once, and the average number of times each person saw your ads
Available in the Metrics section in Reports & Pivots, the social metrics reports will show how many new followers you’ve achieved as a result of your ads on Twitter and TikTok. On Facebook, Instagram, Twitter, and TikTok, you’ll get post reactions and/or likes, number of comments or replies, number of shares or retweets, and the number of post saves reported by each platform.
Why social results of paid ads are not just vanity metrics
Here’s why this is not just interesting or nice-to-have data.
Research actually shows that the more engaging your social media advertising is and the more positive consumer’s attitudes to your brand are, the more likely people are to purchase. That is not a surprise. What the research also shows is that the degree to which social media advertising successfully engages its target audience also drives how likely people are to engage with your content in the future.
So social metrics in the Singular dashboard now provides a simple way to measure how impactful your paid advertising is not just in driving immediate performance, but also longer-term brand impact. In other words, now you have more ways to measure success than just immediate impact on sales.
Those sales, of course, are critically important.
But they are not the full story.
Because each time an ad campaign captures attention and engages potential customers, users, or players in a positive way, you’re literally improving future advertising performance. For brands that intend to be around for a while and who are looking beyond an immediate sale, this is important. And every ad campaign that doesn’t engage its target audience doesn’t just fail today, it reduces both future impact and future reach.
So success and failure have dual results, once today, and once in the future. Conversions today like installs, sign-ups, or revenue is great. But so is boosting future attention and action.
Social metrics, now in the Singular dashboard, reveal progress toward that goal.