How to tell whether your marketing is working
To tell whether marketing is working, choose one measurable business result before the campaign starts, record its current level, and compare against it regularly. Likes and views alone do not show that a campaign is working.
Easy numbers are not always useful numbers
Likes and views are easy to count, and they feel like progress. They do not always mean a campaign is doing what the business needs it to do. A video can be watched many times and bring in no enquiries.
Start with one result
Agree on the one result that matters: enquiries, sign-ups, sales or something else you can measure. Write down where that number stands today, so there is something to compare against later.
Then decide how you will track it. Set this up before the campaign starts, because you cannot go back and measure what you did not record.
Report what did not work
Report plainly, including the disappointing parts. A channel that brings no results is useful information, because it tells you where to stop spending. Honest reports lead to better decisions than good-looking ones.