Hi Megan, 

Every metric is important, but the one that we’re focusing on is the PTAT or People Talking about this metric. For us it’s very important because it tells us how good or bad our engagement is with our audience. It also sends us signal on how good or bad our posts are. As much as possible we’re trying to get PTAT score that is greater than the number of fans we have on our page. 

We’re also tracking the Reach metrics to know what day and time of the week is good for engagement. From there we can position our best post to get the desired result. 

Hope this helps

As an ecommerce site we’re ultimately focused on revenue and the trail to a sale/conversion is convoluted to say the least. We;re running a sweepstakes with a particular product in a particular size – giveaway. Sales of the item spiked in recent days but the digital footprint is “mushy” because of the new metric “assited” conversions. We use a combo Woobox/FB/Bing and Google Webmaster tools/ Google Analytics/Crowd Booster/Add Shoppers/Repinly & Get Clicky – I struggle with creating a holistic view. 

@Kristy C. Cartier slightly OT but a humble observation – you have no home page strong call to action button on your website’s home page like “Join Now!” when you navigate to the members page the second sentence is “If you are not a member of AHAA but are interested in learning more about membership options and how to join, click here.” – but there’s nothing to click