Three metrics that truly matter when it comes to how well your content is performing
If there’s one thing you should know about me, it’s that when I like something, I go all in.
I'm basically the human version of, ‘Let’s just see where this goes…’ followed by a 37-tab deep dive. And yes, that is a real stat, not an exaggeration. 😬
Dry January? What started as a “fun little experiment” turned my bar cart into a Pinterest-worthy lineup of NA spirits and craft mocktail mixers. My husband walked in one day to find me Googling, “Best garnish for a cucumber basil mocktail.” (Spoiler: it’s a basil leaf AND a dehydrated lime wheel. You’re welcome.)
Emily Henry novels? It started with The People We Meet on Vacation, followed by Funny Story (which had me feeling all the feels), and I somehow ended up downloading every Emily Henry book to my Kindle faster than you can say “one-click purchase.”
Barre? I don’t consider myself a dancer (though I do seem to find an alter-ego who LOVES to dance at weddings) and I’ve never taken a ballet class in my life. But I tried one Barre Strength class and I was hooked. I still don’t quite understand how I can sweat that much and be that sore with little other than a bar, a ball, and a band.
So yes, I tend to go from zero to obsessed in 3.2 seconds. But passion is a gift so I’m not exactly mad about it either.
Which brings me to ads
When I started learning ads early last year it was because I was launching a digital product and I knew I'd need a larger audience. What I DIDN'T expect was it to become my latest obsession.
"Just learning to DIY ads" turned into eagerly checking Ads Manager each morning, being obsessed with how it changed my own business, feeling practically giddy when my client's ads went live, heart-eyes for CTR, and audible squeals over tripwire sales. (Again, no exaggeration.)
What surprised me most is that this obsession is contagious. My Peacefully Passive Leads clients started nerding out right along with me. Suddenly, they’re just as excited to check their metrics. 🤓
But then I noticed something else…
Most people don’t actually know what metrics to look for. Whether they’re running ads or posting organically, they’re either tracking everything (and drowning) or nothing at all.
So today, let’s clear up the confusion. Here are the three metrics that truly matter when it comes to how well your content is performing.
1. Impressions (or “Views” if organic)
Impressions = Total times your content was seen
The number of times your content or ad was shown on someone’s screen. If it popped up twice for the same person, that counts as two impressions.
Where to find it:
Ads: Inside Ads Manager under “Impressions”
Organic: Instagram or Facebook Insights (listed as “Views” for total plays)
Why it matters:
You can’t click on something that never popped up in your feed to begin with. Impressions are your visibility check. They tell you if your content is even making it into feeds. Without reach, the rest of your funnel can’t do its job. This metric helps you answer one really important question: Is your content being seen by enough people to support your goals?
Industry benchmark note:
There isn’t a universal “perfect” number for impressions because it depends on factors like your budget (for ads), posting frequency (for organic), and audience size. That said, if you’re running ads, you generally want enough impressions to generate a meaningful number of clicks. Often that looks like numbers in the thousands for small ad budgets. For organic, you’ll want to track whether your views are growing over time relative to your following.
2. Clickthrough Rate (CTR)
CTR = (Number of Clicks ÷ Number of Impressions) × 100
Example: 1,000 impressions, 15 clicks → CTR = 1.5%
The percentage of people who clicked on your link after seeing your post or ad.
Where to find it:
Ads: Ads Manager shows CTR clearly
Organic: “External Link Taps” in Instagram Insights or Facebook Insights (you’ll have to calculate CTR manually using the formula above)
Why it matters:
High impressions with low CTR means your creative isn’t compelling enough to make people click. This metric tells you if your messaging and visuals are doing their job to catch attention and inspire action. A high CTR signals that your offer and call-to-action are connecting with your audience, while a low one is your cue to tweak visuals, headlines, or even the hook in your copy.
Industry benchmarks for coaches and online service providers:
Facebook ads: ~0.9%–1.5%
Organic posts: 1–2% is solid, 3%+ is excellent
3. Conversion Rate
Conversion Rate = (Conversions ÷ Clicks) × 100
Example: 100 clicks, 25 sign-ups → Conversion Rate = 25%
The percentage of people who clicked and then completed your desired action, like opting in, buying, or booking.
Where to find it:
Ads: Ads Manager will show conversions if you’ve set up the event properly
Organic: You’ll calculate this manually using landing page or checkout data
Why it matters:
In business, the goal of content creation isn’t just views, it’s ultimately sales. This metric shows you whether all your effort—your creative, your copy, your offer—is actually moving people to take action. A high conversion rate means your funnel is doing its job, while a low one tells you it’s time to look at your landing page, your messaging, or even your offer itself.
Industry benchmarks for coaches and online service providers:
Opt-in page: 20–40%
Sales page: 1–3% is normal, 5%+ is amazing
So here’s your quick gut check:
➡️ Are people SEEING it? (Impressions)
➡️ Are they INTERESTED enough to click? (CTR)
➡️ Are they TAKING ACTION? (Conversion Rate)
Track those three, and suddenly your metrics stop feeling like random math and start guiding your next step.
Ultimately, these numbers help you identify the gaps and make strategic decisions moving forward, rather than feeling like you’re just guessing or throwing spaghetti at the wall. 🍝
They are literally the cheat codes to growing your business, but most people won't look at them. That's why I'm obsessed with getting my clients obsessed—because when they do—it's wild how easy it gets to grow (and how confident they feel spending money on ads).
