Operations · 10
Measurement & Reporting
A lower-reach post with a qualified enquiry can be more valuable than high reach from an irrelevant audience.
What we measure
- Relevant reach
- Profile visits
- Saves
- Shares
- Story responses
- High-intent DMs
- Qualified enquiries
- Deposit conversations
- Deposits
- Lead quality / qualitative lead fit
Monthly performance dashboard
- Reach by format.
- Reel watch time.
- Saves and shares by topic cluster.
- Story replies, sticker taps, and link taps.
- Profile visits.
- Website visits.
- Qualified inquiries.
- Consultation requests.
- Bookings.
- Best-performing topic cluster.
- Best-performing editorial lens.
- Best-performing audience.
- Best-performing search phrase.
- Content that generated no meaningful action.
Rule
Do not judge content only by reach. A smaller post that generates qualified inquiries may be more valuable than a high-reach post with no meaningful action.
Weekly reporting questions
- What did we publish, and against which campaign template, topic cluster, and editorial lens?
- Which items produced saves, shares, and Story responses?
- Which high-intent DMs arrived, and were they logged and handed off?
- Which qualified enquiries and deposit conversations resulted?
- Which audience questions and objections were recorded this week?
- What did we learn, and what should change in the message, proof, asset, hook, or CTA?