Analyzing Social Media Metrics For Ecommerce Growth

Over the past year, we grew Owner.com's Instagram by more than 600% and built a repeatable system that turns organic content into pipeline. Here's 3 things I learned about measuring b2b demand from Instagram: 1. Engagement metrics are noisy. A post with 1,000 likes might look great, but it doesn’t tell you who’s serious. The most valuable signal we found was unique clicks to our Linktree. Unlike total clicks, they strip out repeat traffic, giving us a clean read on how many new people were landing on our website. And because every link in our Linktree is UTM-tagged, we can see exactly which tools, videos, or campaigns are pulling that traffic through. That makes Instagram measurable in the same way as any paid channel. 2. Growth is only valuable if it reaches the right people. One of the most important proof points for us was that 95% of the traffic from Instagram came from the U.S., exactly where our core prospects are. That’s rare, because social media is global by default and audience quality is hard to control. To de-risk this, we’ve started experimenting with U.S.-targeted social content designed to help the algorithm narrow distribution, making posts less relevant outside the U.S. and more relevant to the audience we want. For B2B, that alignment between where your audience grows and where your customers are matters as much as the growth itself. 3. Usually, there’s a tradeoff: the content that builds audience doesn’t always convert, and the content that converts doesn’t always scale. But what surprised me this year was how often those two curves moved together. When we had spikes in Instagram engagement, we also saw parallel jumps in Linktree clicks (see charts below), PLG submissions, and demo requests. Growth wasn’t vanity, it was fueling demand at the same time. (Bonus) 4. We know that not every demo can be traced directly back to a single Instagram post. Paid campaigns create awareness, and some of that halo inevitably spills into organic. People see an ad, get curious, click into our profile, and eventually end up on our Linktree. That’s why we treat Instagram as part of an ecosystem: paid and organic reinforce each other, and both contribute to demand creation.

You’re not growing ...because your analytics are lying Quietly. Repeatedly. So we found 266 reasons why. Not theory. Real mistakes in tracking, calculation, and interpretation. Use this to: - Audit reports - Train your team - Avoid wrong calls - Debug dashboards Covers 8 key areas: 1/ Product Performance 2/ Conversion Funnel 3/ Traffic Attribution 4/ Revenue Metrics 5/ Tech Accuracy 6/ Segmentation 7/ Retention 8/ Email Each mistake includes: - Category - Type - Description - Impact level - Prevalence - Checklist how to fix - How It Looks in Reality - Misleading Outcome - Related Metrics - Sources Built as a searchable, filterable Airtable database Perfect for audits, onboarding, or daily use. 𝗪𝗵𝗼 𝘄𝗮𝗻𝘁𝘀 𝗮 𝗹𝗶𝗻𝗸? 💎 Available publicly until April 10 only. No exceptions #analytics #marketing #ecommerce

When it comes to using TikTok shop, most brands are tracking the wrong metrics. They focus on vanity numbers. Likes. Views. Follower count. But real ROI? That's deeper. Here are 3 metrics that actually matter: 1️⃣ SHOPPABLE VIDEO VELOCITY Track daily shoppable video creation rate. 10 videos? 50 videos? 100 videos? Each one is a potential viral hit. More tagged videos = more chances at virality. And here's the compound effect: Higher unit sold = better social proof Better social proof = higher conversion rates / affiliate commission Higher conversion rates / affiliate commission = more affiliate interest More affiliate interest = more shoppable videos 2️⃣ CUSTOMER ACQUISITION COST (CAC) PER AFFILIATE This tells you who's bringing in customers efficiently. Not all 100k-follower creators are equal. Some convert better with 10k followers. Track this religiously. 3️⃣ LIFETIME VALUE (LTV)  The more value you deliver to your customers, the more they'll spend with you. Focus on strategies that increase their lifetime value (LTV), not just their first purchase. Offer bundles to encourage larger orders upfront. Create a seamless and personalized customer experience to boost reorders. Happy customers turn into loyal ones—and loyal ones drive sustainable growth. Your competitors are catching on. They’re using data to refine their strategies and maximize LTV. Want to outpace them? Start optimizing your customer journey now. This isn’t just theory. I’ve seen brands skyrocket their LTV by implementing these strategies. Stop hoping for repeat orders. Start building for them. Your TikTok Shop success depends on it. Questions about implementing this? Drop them below. Let's discuss.

Every head of marketing I talk to is fixated on the same 3 vanity metrics. • Platform ROAS • Repeat sales percentage  • Conversion rate But these aren’t the true indicators of business growth. They account for local optimization – even when they're in the green, they might not impact your business health. Here are 3 metrics you should focus on instead: 1. Instead of platform ROAS, focus on Marketing Efficiency Ratio (MER) Platform ROAS (e.g. Meta reported revenue ÷ Meta ad spend) only tells part of the story. The problem: Add up platform-reported revenue across channels, and you'll often get 2-3x your actual revenue. This is the fundamental error in attribution. All platforms claim conversions for themselves. Marketing efficiency ratio (total revenue ÷ total ad spend) shows true performance because it's objective – real money in versus real money out. 2. Instead of repeat sales %, focus on repeat purchase rate by cohort Repeat sales tells you what portion of this month's sales came from existing customers. It's backward-looking and easily distorted. I recently talked to a brand with 40% of sales coming from repeat customers. Sounds healthy, right? But their cohort retention showed only 10% of customers returned after a year. Not healthy. This brand had been in business for 10 years but wasn't adding many new customers. Their seemingly healthy 40% repeat purchase rate masked an acquisition problem. The problem is that repeat purchase rate combines all historical customers into one bucket, hiding true retention patterns. Cohort retention follows specific customer groups over time, showing exactly how loyal different segments are. 3. Instead of conversion rate, focus on pure revenue growth I constantly get asked: "Is my 0.8% conversion rate good? Is 3% good?" That percentage alone doesn’t tell you much. When traffic grows, conversion rates naturally decline. Some of Polar Analytics 🐻❄️’s most successful clients – doing hundreds of millions in revenue – have conversion rates below 1%. From the outside, that might seem terrible. But they're crushing it because their revenue is growing 2x year-over-year, and that's what matters. Platform ROAS, repeat percentage, and conversation have their place for tactical optimization but won't show your true business health. Marketing efficiency, cohort retention, and revenue growth will. If you need help setting up these metrics, DM me.