A metric is a measure of some property or specification. The goal is obtaining objective, reproducible and quantifiable measurements, which may have numerous valuable applications in schedule and budget planning a Good metric: can be identified if it

  1. Is understandable to all parties
  2. Can be consistently collected
  3. Informs or changes behavior

Most social media campaigns have at least a few major elements in common, which allows people to discover the brand or product, engage with the product or service, visit website and – eventually become customers. The minimal metrics reside within one of these five places: activity, reach engagement, acquisition and conversion.