Social marketing teams typically measure top- and mid-funnel metrics like social engagement rate, follower/community growth, website traffic, and lead generation. Meanwhile, e-commerce teams sit at the other end of the funnel and are held to metrics like conversion rate, average order value, and revenue.

For social media managers, It’s a balancing act between driving business objectives like revenue and hitting social marketing KPIs. While social teams care about the success of e-commerce and want to attribute their efforts to e-commerce success, most are not directly responsible for revenue.

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