Key social analytics that tour & activity operators need to monitor

Posted by Colm Hanratty on Aug 3, 2015

Like any other part of a business, if you don’t monitor social media and its activity it’s very hard to see if it’s working and it’s even more difficult to improve it. To make it work for your tour or activity company you need to constantly look at the statistics.

website-trafficWhen it comes to social media there are lots of analytics – almost too many. This doesn’t mean you need to get confused by them all. Instead, keep track of these key statistics and you’ll be able to figure what’s working, what’s not, and how to improve your strategy.



1. Conversions

As much as we like to see an increase in traffic from social media or growth in follower numbers, what we all really want to see is bookings and revenue. Make sure to have some way of tracking bookings from social media – this might be a trackable link or a unique code. Whatever it is, make sure some way of tracking is in place.

2. Click through rate

Some of the Tweets/Facebook posts you share will get more clicks than others. As we al want a high CTR, see what content has the highest number of clicks and then try and get that same high level with everything you share.

3. Time shared

Sharing a piece of content can be key in getting the highest number of clicks/RTs/Likes. The good news is there’s software out there to help you share at the optimum time:

> Facebook: Visit Facebook Insights then click on ‘Posts’ and ‘What time your fans are online’ to find out when’s best to share
> Twitter: Use of to see the best time to tweet
> Iconosquare: Connect your account to Iconosquare to discover the time when your photos will (in theory) receive the most engagements.


1. Likescolor-facebook-128

People want a large number of likes. It’s as simple as that – they want to grow the audience. If you’re not using Facebook advertising then you’re going to have to share extremely engaging content to grow it. 

This is why you need to monitor the daily/weekly climb in Likes. Then once you see what works best, take note and do your very best to replicate.

2. Consumers / consumptions

When you export data from Facebook Insights, its native analytics tool, it can be a bit overwhelming due to the amount of data you’re presented with. Of all that data, these are the two most valuable statistics. ‘Consumers’ are the number of people who engage (ie click) with your content and ‘Consumptions’ are the number of times those people click on that content.

3. Engagement rate

Since social media is all about engagement, this is a metric you should definitely be keeping an eye on. To get it you need to export your insights for a chosen period and divide the ‘Total likes figure’ by the ‘People talking about this’.

So let’s say we’re looking for the engagement rate for the week of Sunday, 5th July – Saturday 11th July where the PTAT figure is 430 on the last day of the week (11th July) and the total likes on the same day is 7,654 – the engagement rate is 5.6% (430 /7654 x 100).

4. Reach

Reach is a statistic that needs to be taken with a pinch of salt but also can’t be ignored. This is the number of individual feeds your post reaches, but doesn’t necessarily mean the owners of the feeds took any notice. That said, you should still take note of this as the more engagement your content gets, the wider the reach.



Just as brands want lots of Likes on Facebook, they want lots of Followers on Twitter too. You can monitor them through Tiwtter directly but I advise using to keep track of those who choose to see what you have to say.

2. Engagements

This is the number of times people have RT’d, favourite… clicked anywhere on your Tweet. Since engagement is what we’re after, Engagements is something you should be tracking.

3. Retweets, Favourites

While both these metrics are covered in Engagements, it’s good to keep track of them separately to see what content works best.

4. Engagement rate

Twitter makes keeping track of your engagement rate much easier. Simply log in Twitter Analytics, choose your date range and wait for the engagement rate to be displayed in the right hand column below.


1. Posts with most traffic

If your website has a blog (here are 10 reasons you should have a blog) some posts are going to get more traffic than others. Look into your analytics to see why it gets more traffic than others, then put your findings into the crafting of other content.

2. Bounce rate

If a lot of people are hitting the one blog post but are then leaving, you’re going to have a high bounce rate. To get this rate down see can you optimise the page some by putting in extra links to relevant content or adding plugins where you’re presented with a similar post.

3. Time spent on page

If a post gets lots of traffic but people only spend an average of 30 seconds on the post, something is wrong. If they happen to be on the page for 3-4 minutes then (depending on the length of the post), something is right. Find out what is then act on it.

4. Traffic source

Is Google your number one source of traffic? Or maybe it’s Digg, Reddit, Facebook or LinkedIn? Experiment by sharing different content on different channels, then once you see one site is generating more traffic than another, see how you can drive even more.




Instagram is no different to Twitter or Facebook in that everybody wants big numbers. If your following grows more one week than it does another see why then see what you can do to capitalise on what you’ve just discovered.

Type of photo 

What type of photo gets the best engagement? Is it a shot of a staff member? Or maybe a city shot? Do sweeping views get the highest number of likes? See what works best then repeat.

The most popular filter on Instagram is #NoFilter, but this doesn’t mean they shouldn’t be used. Experiment with the different ones available and then lock down a style. will tell you what filter your audience resonates with the most.

4. Engagements

When it comes to engagements on Instagram it’s easy – it’s either Comments of Likes. Keep track of which photos get the most of both to drive engagement in the future.

Do you keep track of your social media statistic? What ones are the most important?

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Colm Hanratty

Written by Colm Hanratty

Colm is Founder and Managing Director of digital marketing agency Sixtwo Digital. After running’s content and social media for almost 11 years he felt it was time to branch out on his own, using all his experience to educate others in the travel space.

Topics: Social media insights

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