How Do I Calculate Social Media Conversions?

While most brands think of their social media content as a way to boost visibility and engagement, there’s also the potential for social media lead conversion.

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What is a Conversion?
How Can You Drive Conversions on Instagram?
What is Conversion Rate?
How Do You Calculate Conversion Rate?
What is a Good Conversion Rate?

What is a Conversion?

A conversion takes place when a user does what you want them to do.

In the case of a social media conversion, this means a user that completed an action with your business that originated from social media.

A conversion can take many forms depending on your business goals:

  • Making a purchase
  • Filling out a form
  • Calling your business
  • Using your online chat
  • Subscribing to your blog
  • Starting a product trial
  • Downloading your app
  • Visiting your website

How Can You Drive Conversions on Instagram?

While it’s easy to get in front of people on Instagram, businesses don’t always know how to turn their audience into paying customers.

Here are a few ways to drive Instagram followers to convert on your website:

  • A link in your bio
  • “Swipe up” Instagram Story links (a feature only available to those with over 10,000 followers!)
  • Custom UTM links from your influencers
  • Instagram Shopping links
  • Instagram Live product demos
  • Instagram retargeting ad campaigns

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

What is Conversion Rate?

Conversion rate is the percentage of your total audience that completes a conversion action.

How Do You Calculate Conversion Rate?

Conversion rate is typically calculated as the number of conversions divided by the number of website or landing page visitors.

Here’s our conversion rate formula:

For example, if you received 10,000 website visitors originating from Instagram and 100 of them made a purchase, you would have a 1% conversion rate.

What is a Good Conversion Rate?

According to WordStream, the average landing page conversion rate is approximately 2.4%, but this varies widely per industry.


Related Articles:

The Top 5 Social Media Strategies For Marketing Success in 2020

Top 25 Social Media Analytics Tools: The Definitive Guide


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

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