Social Media KPIs You Should Be Tracking
Table of Contents
- Introduction to Social Media KPIs
- What Are Social Media KPIs?
- Why Are KPIs Important?
- Engagement KPIs
- Why Track Engagement?
- Key Engagement Metrics
- Likes/Reactions
- Comments
- Shares/Retweets
- Click-Through Rate (CTR)
- Engagement Rate
- Reach and Impressions
- Why Track Reach and Impressions?
- Key Reach and Impression Metrics
- Reach
- Impressions
- Follower Growth Rate
- Post Reach Percentage
- Conversion KPIs
- Why Track Conversions?
- Key Conversion Metrics
- Conversion Rate
- Cost Per Conversion (CPC)
- Sales Revenue
- Leads Generated
- Customer Retention KPIs
- Why Track Customer Retention?
- Key Retention Metrics
- Customer Lifetime Value (CLV)
- Repeat Purchase Rate
- Social Media Sentiment
- Content Performance KPIs
- Why Track Content Performance?
- Key Content Performance Metrics
- Top-Performing Posts
- Video Views
- Average Watch Time
- Story Completion Rate
- Customer Service KPIs
- Why Track Customer Service Metrics?
- Key Customer Service Metrics
- Response Time
- Response Rate
- Customer Satisfaction Score (CSAT)
- Net Promoter Score (NPS)
- Paid Advertising KPIs
- Why Track Paid Ad Metrics?
- Key Paid Advertising Metrics
- Ad Click-Through Rate (CTR)
- Cost Per Thousand Impressions (CPM)
- Return on Ad Spend (ROAS)
- Cost Per Click (CPC)
- Brand Awareness KPIs
- Why Track Brand Awareness?
- Key Brand Awareness Metrics
- Brand Mentions
- Share of Voice
- Hashtag Performance
- Audience Growth KPIs
- Why Track Audience Growth?
- Key Audience Growth Metrics
- New Followers
- Follower Demographics
- Audience Retention
- Platform-Specific KPIs
- Why Track Platform-Specific Metrics?
- Examples of Platform-Specific KPIs
- Facebook Metrics
- Instagram Metrics
- Twitter Metrics
- LinkedIn Metrics
- TikTok Metrics
- How to Choose the Right KPIs for Your Goals
- Awareness Goals
- Engagement Goals
- Conversion Goals
- Retention Goals
- Tools to Track Social Media KPIs
- Google Analytics
- Hootsuite
- Sprout Social
- Buffer
- Platform-Specific Analytics
- Conclusion
- Summary of Key Points
- Steps to Start Tracking KPIs Effectively
At this time, social media has fast become a pillar of modern marketing strategy, allowing businesses to reach out directly to their target public, engage with them in real-time, and build a company reputation. But there is more to it than just consistently posting content; there has to be a means to review how such activities would eventually translate into relevant outcomes for the business. That’s where the KPIs (Key Performance Indicators) on a social level come in.
KPIs are measurable values that will let you know whether you are getting the impact you expect from your campaigns and your overall strategy. They’ll tell you anything from what is working and which areas need improvement to how your efforts complement overall business goals.
In this guide, you shall explore some of the most important KPIs you should be tracking for social media, relevant to your goal.
Key Engagement KPIs:
Likes/Reactions:
- The simplest form of engagements showing initial interest or appreciation of audience by or for the content.
- Comments: More valuable metric as it displays actual participation of the audience in the discussion.
- Shares/Retweets: Meaning, they’re appreciative enough about your content to share it with their audiences, giving your reach a possible boost. –
- Click-through Rate: That is the percentage that clicked on that link to actually get to know something more about what you are trying to promote.
- Engagement Rate: This is, likes, comments, shares, and other forms of collective work toward an overall picture of how they assess the activity of audiences on particular content. Engagement Rate=Total EngagementsTotal Impressions×100Engagement Rate=Total ImpressionsTotal Engagements×100.
2. Reach and impressions
Monitor Reach and Impressions for what reason?
- Reach and impressions quantify just how far your content spreads across social platforms, and the numbers are invaluable as far as brand awareness building is concerned.
Key Reach and Impressions KPIs:
- Reach: The number of unique users who saw the content.
- Impressions: The number of times content is viewed regardless of clicking it. High impression-to-reach ratio indicates the content is shown many times to the same users.
- Follower Growth Rate: It shows how fast your audience grows, Use this formula: Follower Growth Rate=Net New FollowersTotal Followers at the Start of the Period×100\text{Follower Growth Rate} = \frac{\text{Net New Followers}}{\text{Total Followers at the Start of the Period}} \times 100Follower Growth Rate=Total Followers at the Start of the PeriodNet New Followers×100
- Post Reach Percentage: It signifies the percentage of followers who get to see your post. Post Reach Percentage=Post ReachTotal Followers×100\text{Post Reach Percentage} = \frac{\text{Post Reach}}{\text{Total Followers}} \times 100Post Reach Percentage=Total FollowersPost Reach×100
3. Conversion KPIs Tracking Conversions.
- Tracker Conversions: The conversion showed how well social media could be used to achieve particular predetermined actions, such as signing up for a newsletter, buying something, or downloading an e-book, from the perspective of that action.
Core Conversion KPIs:
- Conversion rate, the percentage of users taking the desired action after having been clicked on your social media post, is computed as follows: Conversion Rate=ConversionsTotal Clicks×100\text{Conversion Rate} = \frac{\text{Conversions}}{\text{Total Clicks}} \times 100Conversion Rate=Total ClicksConversions×100
- Cost Per Conversion (CPC): The amount One is spending for each conversion, as it measures how much you are really putting out per converted lead. Lower costs per conversion usually imply greater efficiency within the campaign.
- Sales Revenue: Revenue generated from a specific social campaign.
- Leads Generated: The number of potential customers expressing interest through social media channels.
Customer Retention KPIs Number 4
- Why Monitor Retention of Customers?
- It is less expensive retaining a customer than getting a new one, which is an opportunity opened by social media to build relationships with a user over time and to ensure retention within the relationship.
Customer retention KPIs:
- Customer Lifetime Value (CLV): Represents the total revenue that a company may account for from a single customer during the time that they are with the business. This is stated mathematically as follows: CLV=(Average Purchase Value×Purchase Frequency)×Customer Lifespan\text{CLV} = (\text{Average Purchase Value} \times \text{Purchase Frequency}) \times \text{Customer Lifespan}CLV=(Average Purchase Value×Purchase Frequency)×Customer Lifespan
- Repeat Purchase Rate: The percentage of customers who come back for additional purchases.
- Social Media Sentiment: Analysis of how customers feel about your brand as a result of comments, mentions, and feedback.
5. Content Performance KPIs
Why Track Them?
- Not every content is up to the mark; it is thereby possible to know which class of your posts engages audience most and apply your strategy accordingly.
Key Content Performance KPIs:
- Top-Performing Post: Discover the posts for which there are most engagements, reach, or conversion.
- Views: In terms of video content, this represents how many times the videos are played.
- Average Watch Time: Measures duration viewers spend watching your videos for insight into how good your content is.
- Story Completion: for Instagram-the metric that states the percentage of people who have seen the whole story.
6. Customer Service KPIs
Why Measure Customer Service Metrics?
- Social media seems to be a go-to platform for seeking and publishing complaints. You might use this data to improve efficiency of the response and thus customer satisfaction and perception of the brand.
Key Customer Service KPIs:
- Response Time: Average time it takes to reply to a customer’s inquiry.
- Response Rate: The percentage of inquiries or comments your team responds to.
- Customer Satisfaction Score (CSAT): Averages all the possible values of follow-up surveys or ratings after customer issue resolution.
- Net Promoter Score (NPS): measures customer loyalty by asking how likely a customer is to recommend your brand to others.
7. Paid Advertising KPIs
Wants to Track Paid Ad Metrics?
- For a high ROI from all the paid campaigns, you need to keep a close watch as regards their performance.
Key Paid Advertising KPIs:
- Ad Click-Through Rate (CTR): The percentage of the people that clicked on the ad after seeing the ad.
- Cost Per Thousand Impressions (CPM): The cost of 1,000 ad impressions. This metric helps evaluate the cost efficiency of your campaign.
- Return on ad spend (ROAS): Revenue generated for every dollar spent on ads.
- ROAS=Revenue from AdsAd Spend\text{ROAS} = \frac{\text{Revenue from Ads} The Return on Ad Spend (ROAS) can be calculated with the formula: Ad SpendRevenue from Ads=. The Cost-per-click (CPC) metric records the cost incurred with each click on the ad. Lower CPC usually signifies better targeting of the ad.
- Brand awareness KPIs
8. Why track brand awareness?
- Social media becomes an active base for creating awareness of a brand. It will give a better idea of how well your audience knows and recognizes your brand.
Key Brand Awareness KPIs:
- Brand Mentions: The number of times your brand has been mentioned in posts, comments, or stories.
- Share of Voice: Compares your brand’s visibility to that of your competitors. Share of Voice=Brand MentionsTotal Industry Mentions×100\text{Share of Voice} = \frac{\text{Brand Mentions}}{\text{Total Industry Mentions}} \times 100Share of Voice=Total Industry MentionsBrand Mentions×100
- Hashtag Performance: Tracks the reach and engagement of branded hashtags.
- Audience Growth KPIs
9. Why Track Audience Growth?
- It is building of strong followers that keep the following engaged and not falling into weaknesses when seasons change for a platform.
Key Audience Growth KPIs:
- New Followers: The number of followers accumulated over time.
- Follower Demographics: Insight on followers life like demographics; age, sex, location, and interests so as to see if these are all in line with one’s target audience.
- Audience Retention: Following the percentage of followers who keep their engagements over time.
- Platform Specific KPIs
10. Why Tracking Platform-specific Metrics?
- Every social media platform has its own distinctive features and metrics, therefore customizing the KPIs for each platform leads to a well-refined evaluation of your performance.
Some examples:
- Facebook: Page likes, post engagement, and video retention rate.
- Instagram: Views on stories, visits to the profile page, and saved posts.
- Twitter: Impressions on tweets, retweeting, and hashtag clicks.
- LinkedIn: Post sharing and profile views, InMail response rate.
- TikTok: Video views, trending hashtag, and audience retention.
Identifying Relevant KPIs to Set for Your Goals
- A good metric to track does not consist of all the ones available; instead, it should just be oriented toward what matters in relation to your specific goals. Here is a breakdown of tracking:
- Awareness Goals entail reach, impressions, and audience growth.
- Engagement Goals track likes, comments, shares, and the engagement rate.
- Conversion Goals track conversion rate, lead generation, and ROI.
- Retention Goals include customer satisfaction, repeat purchase rate, and CLV.
Tools to Track Social Media KPIs
- Some amazing tools can help you track KPIs and provide detailed analytics:
- Google Analytics: To track website traffic and converted visits from social media.
- Hootsuite: Brings everything together into one great dashboard for monitoring multiple platforms.
- Sprout Social: Provides deep engagement and audience reports.
- Buffer: Performance-metrics tracking for posts and campaigns.
- Platform-specific analytics: Built-in tools such as Facebook Insights, Twitter Analytics, and Instagram Insights.
COMPAVE: Yes, indeed! In Fact, They’re the Metrics of Your Performance and the Performance of Your Efforts to See if Your Strategy Focuses on the same Direction Your Business is Heading to. Measurements may be done in Hinting How Engaging, Converting, or Knowing-the-Brand Part Has been Achieved with Performance Indicators that Will Matter. Start Knowing What Your Goals Are, Finding the Right KPIs, and Using Analytics Tools to See How Things Measure. Regular Assessment and Optimization According to These Will be Your Selling Point in the Ever-Changing Landscape.
Social Media KPI are important to measure the success of your efforts and ensure such that your strategy would align with your business goals. Thereby focusing on what gets engagement, conversion, or brand awareness, you can now easily take steps based on data-driven evidence.
Identify your objectives, monitor your most relevant KPIs through analytics tools, and you’ll soon find that continuous improvement via these measures keeps you ahead in the ever-changing world of social media marketing.
Table of Contents
- Introduction to Social Media KPIs
- What Are Social Media KPIs?
- Why Are KPIs Important?
- Engagement KPIs
- Why Track Engagement?
- Key Engagement Metrics
- Likes/Reactions
- Comments
- Shares/Retweets
- Click-Through Rate (CTR)
- Engagement Rate
- Reach and Impressions
- Why Track Reach and Impressions?
- Key Reach and Impression Metrics
- Reach
- Impressions
- Follower Growth Rate
- Post Reach Percentage
- Conversion KPIs
- Why Track Conversions?
- Key Conversion Metrics
- Conversion Rate
- Cost Per Conversion (CPC)
- Sales Revenue
- Leads Generated
- Customer Retention KPIs
- Why Track Customer Retention?
- Key Retention Metrics
- Customer Lifetime Value (CLV)
- Repeat Purchase Rate
- Social Media Sentiment
- Content Performance KPIs
- Why Track Content Performance?
- Key Content Performance Metrics
- Top-Performing Posts
- Video Views
- Average Watch Time
- Story Completion Rate
- Customer Service KPIs
- Why Track Customer Service Metrics?
- Key Customer Service Metrics
- Response Time
- Response Rate
- Customer Satisfaction Score (CSAT)
- Net Promoter Score (NPS)
- Paid Advertising KPIs
- Why Track Paid Ad Metrics?
- Key Paid Advertising Metrics
- Ad Click-Through Rate (CTR)
- Cost Per Thousand Impressions (CPM)
- Return on Ad Spend (ROAS)
- Cost Per Click (CPC)
- Brand Awareness KPIs
- Why Track Brand Awareness?
- Key Brand Awareness Metrics
- Brand Mentions
- Share of Voice
- Hashtag Performance
- Audience Growth KPIs
- Why Track Audience Growth?
- Key Audience Growth Metrics
- New Followers
- Follower Demographics
- Audience Retention
- Platform-Specific KPIs
- Why Track Platform-Specific Metrics?
- Examples of Platform-Specific KPIs
- Facebook Metrics
- Instagram Metrics
- Twitter Metrics
- LinkedIn Metrics
- TikTok Metrics
- How to Choose the Right KPIs for Your Goals
- Awareness Goals
- Engagement Goals
- Conversion Goals
- Retention Goals
- Tools to Track Social Media KPIs
- Google Analytics
- Hootsuite
- Sprout Social
- Buffer
- Platform-Specific Analytics
- Conclusion
- Summary of Key Points
- Steps to Start Tracking KPIs Effectively
At this time, social media has fast become a pillar of modern marketing strategy, allowing businesses to reach out directly to their target public, engage with them in real-time, and build a company reputation. But there is more to it than just consistently posting content; there has to be a means to review how such activities would eventually translate into relevant outcomes for the business. That’s where the KPIs (Key Performance Indicators) on a social level come in.
KPIs are measurable values that will let you know whether you are getting the impact you expect from your campaigns and your overall strategy. They’ll tell you anything from what is working and which areas need improvement to how your efforts complement overall business goals.
In this guide, you shall explore some of the most important KPIs you should be tracking for social media, relevant to your goal.
Key Engagement KPIs:
Likes/Reactions:
- The simplest form of engagements showing initial interest or appreciation of audience by or for the content.
- Comments: More valuable metric as it displays actual participation of the audience in the discussion.
- Shares/Retweets: Meaning, they’re appreciative enough about your content to share it with their audiences, giving your reach a possible boost. –
- Click-through Rate: That is the percentage that clicked on that link to actually get to know something more about what you are trying to promote.
- Engagement Rate: This is, likes, comments, shares, and other forms of collective work toward an overall picture of how they assess the activity of audiences on particular content. Engagement Rate=Total EngagementsTotal Impressions×100Engagement Rate=Total ImpressionsTotal Engagements×100.
2. Reach and impressions
Monitor Reach and Impressions for what reason?
- Reach and impressions quantify just how far your content spreads across social platforms, and the numbers are invaluable as far as brand awareness building is concerned.
Key Reach and Impressions KPIs:
- Reach: The number of unique users who saw the content.
- Impressions: The number of times content is viewed regardless of clicking it. High impression-to-reach ratio indicates the content is shown many times to the same users.
- Follower Growth Rate: It shows how fast your audience grows, Use this formula: Follower Growth Rate=Net New FollowersTotal Followers at the Start of the Period×100\text{Follower Growth Rate} = \frac{\text{Net New Followers}}{\text{Total Followers at the Start of the Period}} \times 100Follower Growth Rate=Total Followers at the Start of the PeriodNet New Followers×100
- Post Reach Percentage: It signifies the percentage of followers who get to see your post. Post Reach Percentage=Post ReachTotal Followers×100\text{Post Reach Percentage} = \frac{\text{Post Reach}}{\text{Total Followers}} \times 100Post Reach Percentage=Total FollowersPost Reach×100
3. Conversion KPIs Tracking Conversions.
- Tracker Conversions: The conversion showed how well social media could be used to achieve particular predetermined actions, such as signing up for a newsletter, buying something, or downloading an e-book, from the perspective of that action.
Core Conversion KPIs:
- Conversion rate, the percentage of users taking the desired action after having been clicked on your social media post, is computed as follows: Conversion Rate=ConversionsTotal Clicks×100\text{Conversion Rate} = \frac{\text{Conversions}}{\text{Total Clicks}} \times 100Conversion Rate=Total ClicksConversions×100
- Cost Per Conversion (CPC): The amount One is spending for each conversion, as it measures how much you are really putting out per converted lead. Lower costs per conversion usually imply greater efficiency within the campaign.
- Sales Revenue: Revenue generated from a specific social campaign.
- Leads Generated: The number of potential customers expressing interest through social media channels.
Customer Retention KPIs Number 4
- Why Monitor Retention of Customers?
- It is less expensive retaining a customer than getting a new one, which is an opportunity opened by social media to build relationships with a user over time and to ensure retention within the relationship.
Customer retention KPIs:
- Customer Lifetime Value (CLV): Represents the total revenue that a company may account for from a single customer during the time that they are with the business. This is stated mathematically as follows: CLV=(Average Purchase Value×Purchase Frequency)×Customer Lifespan\text{CLV} = (\text{Average Purchase Value} \times \text{Purchase Frequency}) \times \text{Customer Lifespan}CLV=(Average Purchase Value×Purchase Frequency)×Customer Lifespan
- Repeat Purchase Rate: The percentage of customers who come back for additional purchases.
- Social Media Sentiment: Analysis of how customers feel about your brand as a result of comments, mentions, and feedback.
5. Content Performance KPIs
Why Track Them?
- Not every content is up to the mark; it is thereby possible to know which class of your posts engages audience most and apply your strategy accordingly.
Key Content Performance KPIs:
- Top-Performing Post: Discover the posts for which there are most engagements, reach, or conversion.
- Views: In terms of video content, this represents how many times the videos are played.
- Average Watch Time: Measures duration viewers spend watching your videos for insight into how good your content is.
- Story Completion: for Instagram-the metric that states the percentage of people who have seen the whole story.
6. Customer Service KPIs
Why Measure Customer Service Metrics?
- Social media seems to be a go-to platform for seeking and publishing complaints. You might use this data to improve efficiency of the response and thus customer satisfaction and perception of the brand.
Key Customer Service KPIs:
- Response Time: Average time it takes to reply to a customer’s inquiry.
- Response Rate: The percentage of inquiries or comments your team responds to.
- Customer Satisfaction Score (CSAT): Averages all the possible values of follow-up surveys or ratings after customer issue resolution.
- Net Promoter Score (NPS): measures customer loyalty by asking how likely a customer is to recommend your brand to others.
7. Paid Advertising KPIs
Wants to Track Paid Ad Metrics?
- For a high ROI from all the paid campaigns, you need to keep a close watch as regards their performance.
Key Paid Advertising KPIs:
- Ad Click-Through Rate (CTR): The percentage of the people that clicked on the ad after seeing the ad.
- Cost Per Thousand Impressions (CPM): The cost of 1,000 ad impressions. This metric helps evaluate the cost efficiency of your campaign.
- Return on ad spend (ROAS): Revenue generated for every dollar spent on ads.
- ROAS=Revenue from AdsAd Spend\text{ROAS} = \frac{\text{Revenue from Ads} The Return on Ad Spend (ROAS) can be calculated with the formula: Ad SpendRevenue from Ads=. The Cost-per-click (CPC) metric records the cost incurred with each click on the ad. Lower CPC usually signifies better targeting of the ad.
- Brand awareness KPIs
8. Why track brand awareness?
- Social media becomes an active base for creating awareness of a brand. It will give a better idea of how well your audience knows and recognizes your brand.
Key Brand Awareness KPIs:
- Brand Mentions: The number of times your brand has been mentioned in posts, comments, or stories.
- Share of Voice: Compares your brand’s visibility to that of your competitors. Share of Voice=Brand MentionsTotal Industry Mentions×100\text{Share of Voice} = \frac{\text{Brand Mentions}}{\text{Total Industry Mentions}} \times 100Share of Voice=Total Industry MentionsBrand Mentions×100
- Hashtag Performance: Tracks the reach and engagement of branded hashtags.
- Audience Growth KPIs
9. Why Track Audience Growth?
- It is building of strong followers that keep the following engaged and not falling into weaknesses when seasons change for a platform.
Key Audience Growth KPIs:
- New Followers: The number of followers accumulated over time.
- Follower Demographics: Insight on followers life like demographics; age, sex, location, and interests so as to see if these are all in line with one’s target audience.
- Audience Retention: Following the percentage of followers who keep their engagements over time.
- Platform Specific KPIs
10. Why Tracking Platform-specific Metrics?
- Every social media platform has its own distinctive features and metrics, therefore customizing the KPIs for each platform leads to a well-refined evaluation of your performance.
Some examples:
- Facebook: Page likes, post engagement, and video retention rate.
- Instagram: Views on stories, visits to the profile page, and saved posts.
- Twitter: Impressions on tweets, retweeting, and hashtag clicks.
- LinkedIn: Post sharing and profile views, InMail response rate.
- TikTok: Video views, trending hashtag, and audience retention.
Identifying Relevant KPIs to Set for Your Goals
- A good metric to track does not consist of all the ones available; instead, it should just be oriented toward what matters in relation to your specific goals. Here is a breakdown of tracking:
- Awareness Goals entail reach, impressions, and audience growth.
- Engagement Goals track likes, comments, shares, and the engagement rate.
- Conversion Goals track conversion rate, lead generation, and ROI.
- Retention Goals include customer satisfaction, repeat purchase rate, and CLV.
Tools to Track Social Media KPIs
- Some amazing tools can help you track KPIs and provide detailed analytics:
- Google Analytics: To track website traffic and converted visits from social media.
- Hootsuite: Brings everything together into one great dashboard for monitoring multiple platforms.
- Sprout Social: Provides deep engagement and audience reports.
- Buffer: Performance-metrics tracking for posts and campaigns.
- Platform-specific analytics: Built-in tools such as Facebook Insights, Twitter Analytics, and Instagram Insights.
COMPAVE: Yes, indeed! In Fact, They’re the Metrics of Your Performance and the Performance of Your Efforts to See if Your Strategy Focuses on the same Direction Your Business is Heading to. Measurements may be done in Hinting How Engaging, Converting, or Knowing-the-Brand Part Has been Achieved with Performance Indicators that Will Matter. Start Knowing What Your Goals Are, Finding the Right KPIs, and Using Analytics Tools to See How Things Measure. Regular Assessment and Optimization According to These Will be Your Selling Point in the Ever-Changing Landscape.
Social Media KPI are important to measure the success of your efforts and ensure such that your strategy would align with your business goals. Thereby focusing on what gets engagement, conversion, or brand awareness, you can now easily take steps based on data-driven evidence.
Identify your objectives, monitor your most relevant KPIs through analytics tools, and you’ll soon find that continuous improvement via these measures keeps you ahead in the ever-changing world of social media marketing.
