The 6 Digital Marketing Metrics Every Small Business Should Track in 2025

If you’re a small business owner using social media and digital marketing to grow, but you’re not sure what’s actually working — you’re not alone.

We work with business owners across Minnesota and beyond who feel stuck in the loop of “post, hope, repeat,” with no clarity on results. But at RiseLocal Creative, we don’t just post pretty graphics — we track real metrics that show progress and impact.

In this post, we’ll break down 6 essential digital marketing metrics your business should be tracking — and why they matter more than likes.

📈 1. Engagement Rate (ER)

What it is:The percentage of your followers who interact with your content (likes, comments, saves, shares) relative to your total followers.

Why it matters:High engagement means your content is connecting — and tells the algorithm to show it to more people.

What we aim for:• Instagram: 2%–5% is solid• Facebook: 1%–2%• TikTok: 4%–6%+ = strong

At RiseLocal, our client posts consistently see ERs above 5% due to strategy-backed content design and timing.

👀 2. Reach vs. Impressions

Reach: Number of unique people who saw your content

Impressions: Total number of times your content was shown (includes multiple views by the same user)

Why it matters:Tracking both helps you understand brand awareness and content saturation. If impressions are high but reach is low, your content may be stuck in a bubble — or not being shared.

🔁 3. Save & Share Rate

Why it matters:Saves and shares are super signals to the algorithm. They mean your content is valuable — and worth returning to or passing on.

We prioritize creating “save-worthy” content — checklists, tips, infographics — and have seen share rates increase by over 300% in some client accounts just by optimizing for this.

📲 4. Click-Through Rate (CTR)

What it is:The percentage of users who click a link in your post, bio, or ad.

Why it matters:High CTR = your content is converting curiosity into action.

• Strong CTR for organic posts: 1–3%• Strong CTR for paid ads: 2.5–5% (depending on platform)

We focus on strong CTAs, clean visuals, and mobile-first design to boost CTRs and move users from social to your website or booking link.

📩 5. Email Open & Click Rates

Email Open Rate: How many people open your email

Click Rate: How many clicked a link inside the email

Industry standards:• Open Rate: 20–30%• Click Rate: 2–5%

Our email marketing clients regularly see open rates above 40% with tailored subject lines and mobile-optimized content. Plus, branded newsletter templates = higher trust and clicks.

📊 6. Follower Growth Rate

Why it matters:Follower count alone doesn’t mean much — but growth relative to time shows content performance and account health.

• A good target: 5–10% follower growth/month for active, organic accounts• For newer businesses: Focus on quality > quantity

We help clients grow intentionally — attracting the right followers who are more likely to convert, not just vanity metrics.

🧠 What These Metrics Mean for Your Business

Tracking metrics gives you clarity. And clarity = confidence + smarter decisions.

At RiseLocal Creative, we provide all our social media management and email marketing clients with monthly performance reports that track these metrics in plain English — so you’re never in the dark about what’s working.

No fluff. Just real results.

📆 Want to Know What’s Working in Your Own Marketing?

If you’ve been guessing your way through Instagram or sending emails into the void, let us show you where your numbers really stand — and how to improve them.

👉 Book a free strategy consultation with RiseLocal Creative today, and we’ll walk you through a performance review and personalized growth plan.