Clicks

Output

total number of clicks on the selected social media content during the reporting period”

The indicator measures the number of specified click actions recorded for selected social media content. It helps assess whether the content generates the type of interaction relevant to the communication objective, such as clicking through to further information or a service. The type of click measured should be clearly defined, as different click actions have different meanings.

Determine the indicator's value by using the following methodology:

 

1) Define the measurement scope before collecting the data. Specify the social media platform, account, content and reporting period. If relevant, also specify whether paid, organic or both types of content are included. Use the same scope when comparing results over time.

 

2) Check the platform's current definition of the click metric and use the platform's own analytics where available. Decide which click action best matches the communication objective. For example, if the objective is to direct users to a website, use link or destination clicks where available rather than a broader ‘all clicks’ metric. Record the metric used when this matters for comparison. Platform definitions and available click metrics differ and can change over time.

 

3) Record the number of specified clicks reported for each item of content included in the measurement scope. Where possible, export or record the figures at a consistent point after publication.

4) To determine the indicator's value, sum the specified clicks for the content included in the defined scope. Only combine figures that measure the same or closely equivalent type of click. Do not combine broad measures such as ‘all clicks’ with more specific measures such as link or destination clicks. If platforms use materially different definitions, report the results separately. Do not interpret the total as the number of people who clicked: the same user may click several times or on several items of content.

This data can be disaggregated by social media channel, and, if relevant and feasible, also by click type, paid versus organic content, content type or other factors relevant to the communication objective.

1) A click does not necessarily mean that the user successfully reached or engaged with the destination. For website links, compare click data with website analytics where feasible. Clicks and resulting website sessions can differ, for example because a user leaves before the page or analytics tag loads or because of differences in how the systems record activity. 

2) Interpret click counts in relation to audience exposure and the amount of content published. Where available, report the relevant exposure metric, such as reach or impressions, alongside clicks and state the number of posts included. Keep the same exposure metric when comparing results over time. Do not compare raw click totals across platforms or reporting periods without considering differences in exposure, content volume and metric definitions.

3) Platform definitions, interfaces and available metrics can change. For repeated monitoring, use the same platform metric and measurement procedure where possible and note any important change in definition or data availability.

4) Do not interpret a high number of clicks automatically as communication success. Some clicks may be exploratory, accidental or unrelated to the intended action. Judge performance against the communication objective and, where relevant, use post-click measures such as website engagement, registrations, downloads or other intended actions.

Also consider using the following indicators:

• Click-through Rate (relates clicks to audience exposure)

• Reach (provides context on the audience exposed to the content)

• Engagement Rate (assesses broader interaction relative to audience exposure)

• Reactions (provides a complementary measure of lower-effort interaction with the content)