Which Metrics Actually Matter? A NZ Social Media Audit Guide

Which Metrics Actually Matter? A NZ Social Media Audit Guide

With so many analytics available—likes, shares, impressions, clicks—it’s easy to drown in data. But for Kiwi businesses, not all metrics are created equal. Tracking vanity numbers (like follower count) won’t pay the bills, but focusing on the right metrics can double your engagement, boost leads, and grow sales.

At Glu Group, we’ve audited many NZ social media accounts. Here’s our proven framework to identify what’s working, what’s not, and where to focus your efforts.

The 5 Metrics That Actually Matter for NZ Businesses

1. Engagement Rate (Not Just Likes)

What it measures: How much your audience interacts with your content (comments, shares, saves).

Why it matters:

• High engagement = stronger relationships with followers
• Algorithms prioritise engaging content

NZ benchmark:

• Good: 3-6% (Facebook/Instagram)
• Great: 6%+

How to improve:

• Ask questions in captions (e.g., "What’s your go-to coffee spot in Auckland?")
• Respond to every comment in first 60 mins

2. Click-Through Rate (CTR)

What it measures: How often people click your links (to your website, product pages, etc.).

Why it matters:

• Shows real interest in your offerings
• Directly ties to conversions

NZ benchmark:

• Good: 1.5-3% (Facebook/Instagram)
• Great: 3%+

How to improve:

• Use clear CTAs ("Tap the link in bio" → "Get your free guide now")
• Test different link placements (Stories vs. posts)

3. Conversion Rate

What it measures: How many social media visitors take action (buy, sign up, contact you).

Why it matters:

• Reveals if your social efforts drive real business results

NZ benchmark:

• Good: 2-5% (varies by industry)

How to improve:

• Match content to intent (e.g., "Shop now" posts for warm audiences)
• Use UTM tags to track social traffic in Google Analytics

4. Follower Growth (Quality Over Quantity)

What it measures: Who’s new—and whether they’re your ideal customers.

Why it matters:

• 10,000 random followers < 500 targeted locals

Red flags:

• Spikes from giveaways (often attract freebie-seekers)

How to improve:

• Engage with local hashtags (e.g., #BuyNZMade)
• Collaborate with complementary NZ brands

5. Stories Completion Rate

What it measures: How many viewers watch your Stories to the end.

Why it matters:

• Indicates content relevance
• High completion = potential for more Story ads

NZ benchmark:

• Good: 70-80%
• Great: 80%+

How to improve:

• Front-load value ("Swipe for 3 easy tips")
• Use polls/emoji sliders to keep viewers engaged

Metrics to Ignore (Most of the Time)

🚫 Impressions/Reach: High numbers don’t equal engagement.

🚫 Follower Count: Unless it’s your ideal audience.

🚫 Likes: Easy to fake; doesn’t drive business goals.

How to Run Your Own NZ Social Media Audit

Step 1: Gather Your Data

• Facebook/Instagram: Insights tab
• LinkedIn: Analytics dashboard
• Google Analytics: Track conversions from social

Step 2: Compare to NZ Benchmarks

Step 3: Identify Weak Points

• Low engagement? → Test more interactive content.
• High traffic but no conversions? → Improve landing pages.

Step 4: Adjust & Retest

• Run A/B tests (e.g., different post times, formats).
• Re-audit every 3 months.

Need Help Decoding Your Metrics?

We specialise in data-driven social media strategies for Kiwi businesses. Our audits reveal:

✅ Which content actually converts

✅ Where to reallocate your budget

✅ How to fix underperforming campaigns

📩 Contact us for a free audit snapshot—let’s turn your analytics into action!

Final Tip:

Metrics are a compass, not a destination. Track what matters, adapt fast, and watch your ROI grow.