How Insurance Agencies Can Track Social Media Results

Your social media can look quiet and still be doing its job. We’re pulling back the curtain on Meta analytics so you can stop guessing and start managing your insurance agency marketing with real numbers.

We walk through where to find your data inside Meta Business Suite and why reviewing a clean 30-day window makes decision-making easier. Then we unpack the metrics that matter most: viewers versus views, what that difference reveals about frequency, and why repeated exposure is often the hidden driver behind trust and conversions in insurance marketing. If your goal is to stay top of mind in your community, those numbers tell a clearer story than likes ever will.

We also get practical about clicks and attribution. If Meta says you got 10 clicks but your website reports five, you’re not alone. We talk about why tracking systems don’t always match and how to treat click data as directional while you compare it with your website analytics and lead flow. From there we reset expectations around follows and engagement, and explain how co-marketing and reels can create measurable lift even when people don’t comment.

To make it actionable, we share a simple habit: document what you post and track your key metrics in a spreadsheet so you can repeat what works and build authority that shows up in search. Subscribe, share this with another agency owner, and leave a review with the one metric you’re going to track for the next 30 days.

Transcript

Why Social Analytics Matter

Finding Meta Business Suite Analytics

Views Versus Viewers Explained

Click Tracking And Attribution Gaps

Follows And Engagement Reality Check

Document Wins And Track Monthly

Authority Building And Next Steps

SPEAKER_00 0:18

What up, y'all? It's Shelby. Welcome to another episode of the Insurance Marketing Playbook. You guys are showing up and showing out every week. Our numbers are increasing on downloads, and it's so exciting to know that you are finding this information valuable. If you want any kind of newsletter or more information, go to insurance marketingplaybook.com. You can sign up for our newsletter on there, and I would love to connect with you and learn more about your insurance agency and how maybe we can help you through the marketing broker. Today we're talking about analytics for your social media. This is something that's very important for you to keep up with so that way you know is your content working? Is it not working? Do you need to change it? Do you not need to change it? Like all the things. So analytics are boring, right? I hate numbers except for when I'm making money. Um, but also we have to know that when we're marketing, numbers is how we show what we're doing is actually working. When I'm working with my clients and we have our 30-minute reviews every month, I have to make sure that they know what their numbers are because they may be out there or you're out there saving people money on their insurance. Well, that's how you know that you're doing your job. You may be helping them with a claim. That's how they know you're doing your job. So, in my world, how I know I'm doing my job is that our numbers are increasing and they're staying consistent and that the content we're creating for you is actually working. So let's break down those meta-analytics and how to find them. On the meta business suite, you will see an analytics tab on the left side of the page, and it will break down analytics. You can do 30 days, you can do seven days, you can make it even a whole year, whatever that looks like for you. I personally like to do 30 days at a time because that gives me, because we do 12 posts a month for our clients, so it gives me an overall idea of like, okay, we're doing 12 posts, and then we've kind of have some new things mixed in there just to see what's working and what's not. So the first thing you're gonna see is viewers and views. And the difference between the two, we have viewers, which is the amount of people that have seen your content, and then we have views, the amount of times those viewers have seen your content. So if we break it down in a small number, we have 10 viewers and they viewed it 30 times. That means every single person has seen your stuff three times. That is a great, great comparison. We want to make sure that our views versus viewers, that we're having more views versus viewers because we are touching those people more than one time. It's important because in marketing, we want to touch them seven to ten times to make sure that they want to do business with us or they're constantly staying in the forefront of their mind and things like that. So I want you to be encouraged that those views and viewers are really good to make sure you um actually pay attention to. The next one we're gonna talk about is clicks. This is like clicks from um any post that you have. If you have your website, which you should have your website and your call to action every single post that you make. Um, if they click from a post on their news feed to your actual um page, then that includes that. The only problem that I'm seeing right now between clicks and like my fate my website analytics is it will tell me that it's had um again, 10 clicks on from meta is what it's telling me, but then my website's saying that they've only had five clicks. So I'm trying to figure out what the what's missing in between the two and what's not connecting, or maybe meta's lying. I don't know. Um we'll have to figure that out at a later date, but it's something I've been noticing the past couple of months that's not really adding up for some of my clients, and it's a little frustrating. And then we have our follows. Your follows number is gonna be really low because people just don't follow pages as often as what they used to. So don't be discouraged by this, especially like on Instagram. Instagram's so hard to actually um get a bunch of followers and get that number up high, unless you're like some kind of influencer or celebrity or something like that. Um, so this is why we co-market to try to get those follows. But you'll probably see like up to 10. I always say if you have like 10 to 12 a month, then I think that's a really good number to have on follows when it comes to Facebook and Instagram together. And the last one is engagements. This is gonna probably be your lowest number because people just don't engage anymore in social media. It's just like a thing for some reason. Um, but whenever you see that engagement, don't be discouraged. Um, even on my page, I see okay, I have no engagements on this post, but over a thousand people saw it. So that means it's been on a thousand people's news feeds, but like they just didn't click like or share or comment on any of it. So when you look at those engagements, just kind of ignore that, or unless you see it like spike or something, go through your content and say, okay, what was something that was actually engaging, and then like create more of that content, um, but then go back to your viewers and viewed so that way you know exactly um what that number is and how many people you're actually reaching. So you're gonna take these, you're like, okay, great. So I've got all these numbers, what do I do with it? So you're gonna take these uh numbers and you're gonna figure out, okay, this month it went up because I did a reel this month, or because I did a co-marketing campaign with one of my um industry partners or something like that. So you need to make sure that you're you're documenting what you're doing and how you're doing it and what's actually bringing you engagement because that's how we're gonna be able to increase these numbers and get out there. The whole goal, you know, of social media is to be viewed, is to feed that search engine, is to get on Google, is to make you the authority in your business, in your town, in your community, in your industry. So that way they will do business with you. So it's important. I want you to keep your metrics, I want you to keep a spreadsheet, go to Google Sheets, Excel, whatever works for you. And I want you to be able to measure these and then use it to your advantage in the future. And if you need any help with any of that stuff, then I will definitely do an audit for your social media, see what's going on, just check me out on the marketing broker, and I will definitely answer any other questions that you have. But start this month, and even if you haven't done it, start this month and then 30 days, check it out and see what's working for you. Catch you on the next one.