18 Social Media KPIs (and How to Track Them)

You put clip and wealth successful societal media marketing. This concern should output measurable results.

Track the close cardinal show indicators (KPIs) to recognize however your strategy is performing

In this guide, we sermon important societal media KPIs, however to prime the close ones, and however to way them.

First, let’s commencement with the basics.

Social media KPIs are metrics you prime to measurement however effectual your societal media selling is. They quantify however palmy your strategy is. They besides uncover which activities conscionable targets and which ones bash not.

For example, here’s the Insights dashboard from Instagram showing assorted metrics you whitethorn way arsenic KPIs:

Tracking societal media KPIs is important for respective reasons:

• Measure advancement toward goals: KPIs make a model for tracking advancement toward your section and institution objectives.
• Make informed decisions: KPIs item successes and uncover patterns. That information tin usher your strategical decisions.
• Benchmark against the competition: Compare your show to others successful your space. Determine your marketplace presumption and spot areas wherever you basal out.

There are galore types of KPIs for societal media marketing. We’ve divided them into 5 categories. Under each category, you’ll spot communal metrics that companies track:

• Visibility
• Engagement
• Conversion
• Customer satisfaction
• Share of voice

These metrics amusement however galore radical (followers and non-followers) spot your content. Greater visibility offers much opportunities to prosecute users, physique relationships, and thrust conversions.

1. Impressions

Impressions are the full fig of times your contented appears connected a societal media feed. This includes each lawsuit your contented loads, whether arsenic an archetypal station oregon a share. It besides counts aggregate views by the aforesaid user. The much your contented appears successful feeds, the higher your impressions.

Here’s an illustration from LinkedIn showing impressions for a post:

Why Impressions Are Important

Impressions amusement however overmuch vulnerability your contented is getting. A precocious fig tin pb to amended marque recognition, much followers, and higher engagement.

2. Video Views

Video views way however galore times users ticker your video content. Social media platforms person antithetic criteria for counting a “view.” For example, Facebook counts a presumption erstwhile the video is watched for astatine slightest 3 seconds, portion YouTube counts a presumption astatine 30 seconds.

Here’s an illustration from YouTube showing a video’s presumption count:

Why Video Views Are Important

Video views bespeak however appealing your video contented is. A precocious fig of views suggests your videos resonate with your audience. This tin usher your contented strategy by highlighting which video types they privation to spot much often.

3. Post Reach

Post scope is the fig of unsocial users who’ve seen your societal media post. It differs from impressions. Post scope counts each idiosyncratic lone once, adjacent if they presumption the contented aggregate times.

Here’s an illustration from Facebook showing the fig of radical reached (“See insights and ads”):

Why Post Reach Is Important

Reach helps you spot however acold your contented spreads beyond your existing followers. It gives a consciousness of however large your imaginable assemblage could be.

4. Follower Count

Follower number is however galore users travel your societal media profile. This includes individuals and brands. The fig tin emergence erstwhile caller radical follow, oregon autumn erstwhile radical unfollow. A alteration successful followers isn’t ever negative—it tin mean your contented is becoming much targeted and attracting a circumstantial audience.

Here’s an illustration from an X (formerly Twitter) illustration showing its follower count:

Why Follower Count Is Important

Follower number reflects however fashionable your marque is. It besides indicates whether radical similar your contented and privation to spot much of it.

5. Audience Growth Rate

Audience maturation complaint measures however rapidly your societal media pursuing is increasing (or shrinking). It’s expressed arsenic a percent alteration implicit time. Calculate it by taking the quality betwixt the ending follower number and the starting count, past dividing by the starting count. Multiply by 100 to get a percentage.

Here’s an illustration from an Instagram illustration showing assemblage maturation successful a week:

Why Audience Growth Rate Is Important

Audience maturation complaint reveals however accelerated you’re gaining caller followers. Rapid maturation whitethorn mean a beardown societal media strategy. Slow maturation mightiness punctual changes to your social media calendar oregon wide approach.

Engagement metrics way however users interact with your societal media content. They bespeak however progressive your assemblage is and however overmuch they worth your posts.

6. Reactions

Reactions are the simplest signifier of engagement, specified arsenic clicking “Like” oregon “Love.” Each level offers antithetic absorption options. For instance, Facebook has “Love,” “Angry,” oregon “Sad,” portion Instagram focuses connected “Likes.”

Here’s an illustration from LinkedIn:

Why Reactions Are Important

They uncover which contented resonates most. A precocious fig of reactions suggests your contented hits the people and tin usher aboriginal social media contented strategy.

Comments are written responses connected your societal media posts. They tin reply to the station itself oregon to different comments. Users tin besides tag your relationship oregon different users, starring to much speech astir your content.

Here’s an illustration from Reddit showing however galore comments a station has:

Comments bespeak a deeper level of engagement than reactions. Content with galore comments whitethorn get much visibility. Monitoring comments arsenic portion of your social media absorption strategy tin assistance you larn astir your audience’s preferences.

Shares hap erstwhile users repost your contented to their ain profiles, either as-is oregon with added commentary. Extra commentary tin proviso much discourse oregon a caller perspective.

Here’s an illustration from TikTok:

When users stock your content, it expands your scope and endorses your brand. A precocious fig of shares tin gully caller followers, summation your social media visibility, and widen your audience.

9. Saves

Saves hap erstwhile users prevention oregon bookmark your station to presumption later. On X, “Saves” look arsenic “Bookmarks.” Some platforms fto users radical saved posts into collections, which helps them signifier invaluable content.

Here’s what the prevention fastener looks similar connected Instagram:

Why Saves Are Important

Saves amusement users find your contented invaluable capable to revisit, which is simply a beardown motion of involvement and engagement.

10. Average Engagement Rate

The mean engagement complaint is usually the percent of radical who interact with your posts compared to your full followers. 

One mode to cipher mean engagement complaint is to instrumentality the full engagements (likes, comments, shares, etc.) connected your posts successful a fixed time, past disagreement by the full fig of posts and by your follower count. Multiply by 100 for a percentage.

Why Average Engagement Rate Is Important

A precocious engagement complaint shows your contented resonates with your audience. It means your posts are applicable and make interest.

Conversion metrics measurement however good your contented leads users to instrumentality a desired action, specified arsenic making a acquisition oregon filling retired a form.

11. Click-Through Rate

Click-through complaint (CTR) is the percent of radical who clicked a nexus successful your station compared to the full fig who viewed the post. It’s a communal metric for ads but besides applies to integrated posts.

CTR is calculated by dividing clicks by impressions and multiplying by 100:

Why Click-Through Rate Is Important

CTR shows which contented champion drives postulation to circumstantial pages oregon resources. A precocious CTR means your connection compels users to instrumentality action.

12. Conversion Rate

Conversion complaint is the percent of users who implicit your desired enactment aft clicking your station oregon ad. This could beryllium thing from signing up for a newsletter to buying a product.

Conversion complaint is calculated by dividing the fig of conversions by the fig of users who clicked, past multiplying by 100:

Why Conversion Rate Is Important

A precocious conversion complaint means your societal media contented succeeds astatine encouraging idiosyncratic actions. It measures the interaction of societal media connected concern goals similar pb procreation oregon sales.

13. Cost Per Click

Cost per click (CPC) is the magnitude you wage each clip idiosyncratic clicks your advertisement connected a societal platform. It’s lone applicable for paid ads. Calculate it by dividing your full advertisement outgo by the fig of clicks:

Why Cost Per Click Is Important

CPC reveals however cost-efficient your social media ads are. It shows if you request to optimize your strategy to trim costs.

14. Sales Revenue

Sales gross from societal media is the full magnitude you gain that tin beryllium traced backmost to your societal media efforts. You tin way this by utilizing peculiar codes successful URLs oregon utilizing analytics tools that travel users from societal clicks to completed purchases.

Why Sales Revenue Is Important

Tracking gross proves the fiscal interaction of your societal media campaigns. It justifies the clip and resources spent.

These metrics gauge however satisfied your customers are. Higher restitution often leads to stronger loyalty and much sales.

15. Review Ratings

Social media reviews are lawsuit feedback astir your merchandise oregon service. They often travel with a prima standing connected a standard from 1 to five. You tin mean these ratings to measurement restitution successful a straightforward way. To cipher an mean rating, adhd up each ratings and disagreement by the full fig of reviews.

Here’s an illustration from Facebook showing a business’s ratings and reviews:

Why Review Ratings Are Important

They present nonstop lawsuit feedback. They besides amusement areas that whitethorn request improvement.

16. Customer Satisfaction Score

A lawsuit restitution people (CSAT) measures however satisfied customers consciousness astir a product, service, oregon experience. To cipher it, inquire customers to complaint restitution connected a standard of 1 (very unsatisfied) to 5 (very satisfied). Then, disagreement the fig of satisfied customers (ratings of 4 oregon five) by the full fig of responses and multiply by 100 for a percentage.

Why Customer Satisfaction Score Is Important

CSAT reflects the prime of your merchandise oregon work from the customer’s viewpoint. Tracking it implicit clip helps you announcement changes successful sentiment and code immoderate concerns.

Share of dependable measures however well-known your marque is compared to competitors. It gauges your “slice” of the marketplace conversation.

17. Brand Mentions

Brand mentions hap erstwhile users notation your marque connected societal media, either via tags oregon nonstop mentions successful posts oregon comments. Several tools tin show marque mentions, adjacent if your marque isn’t tagged.

Here’s an illustration from X:

Why Brand Mentions Are Important

They amusement however often radical speech astir your brand. They besides supply insights into awareness, sentiment, and advocates.

18. Branded and Campaign Hashtags

Branded hashtags usage your institution sanction oregon slogan. Campaign hashtags service circumstantial selling campaigns. Hashtags assistance categorize posts and marque them discoverable to a broader audience.

Here’s an illustration of Webflow’s branded hashtag connected LinkedIn:

Why Branded and Campaign Hashtags Are Important

They boost visibility. Users who click oregon hunt your hashtag spot each related posts, creating much vulnerability for your marque oregon campaign.

We’ve highlighted galore societal media KPIs. You bash not request to way them all. Here are immoderate tips to assistance you choose:

Define Your Objectives

Identify your concern objectives. Align your societal media objectives with them. For example, if a small business wants to boost sales, it mightiness absorption connected conversion complaint and income revenue.

Look astatine Your Industry

Industry factors tin power important KPIs. For example, an ecommerce institution whitethorn absorption connected conversion rates and income revenue, portion a nonprofit mightiness absorption connected engagement and reach. 

You tin besides larn from competitors by utilizing tools similar EyeOn. Enter your competitors and click “Start monitoring.”

View the overview report:

Click a rival successful the “Social Media Posts” module to spot their societal media activity. Scroll to presumption their contented by week:

Choose a Handful of KPIs to Focus on

Select a fewer cardinal metrics that align with your goals. Tracking excessively galore tin overwhelm you with data. 

You tin ever adhd much aboriginal if needed.

Once you cognize which KPIs you privation to track, acceptable circumstantial goals for each.

Benchmark Yourself Against Your Competitors

Benchmarking shows however you measurement up successful your industry. It helps you spot what’s moving for competitors, spot betterment areas, and acceptable realistic goals. 

Use competitor monitoring toolslikeSocial Trackerto comparison show crossed large platforms.

With Social Tracker, you can:

• Monitor assemblage maturation and engagement
• Identify top-performing posts and campaigns
• Track hashtag performance
• Stay alert of marque mentions

Connect your societal accounts successful Social Tracker. Then adhd competitors. Compare your information to theirs successful audience, activity, and engagement:

Set SMART Goals

SMART goals are specific, measurable, achievable, relevant, and time-bound:

• Specific: Clear and direct
• Measurable: Quantifiable progress
• Achievable: Realistic targets
• Relevant: Aligned with concern objectives
• Time-bound: Includes a deadline

There are 2 main ways to way your KPIs:

Built-In Analytics Tools

Every societal level has autochthonal analytics. They supply information connected your profile, posts, and audience. 

For instance, Meta Business Suite’s Insights gives elaborate metrics for Facebook and Instagram:

These autochthonal tools amusement which contented resonates most, the champion times to post, and however your societal efforts subordinate to concern goals.

Third-Party Analytics Tools

Tools similar Social Analytics harvester information from aggregate societal networks into a azygous view. They besides supply deeper insights and assistance you way show trends. 

Go to Social Analytics, adhd your societal profiles:

You’ll spot information for Facebook, Instagram, and LinkedIn. This includes caller followers, reach, engagement, and engagement rate, positive percent changes implicit time:

There are galore societal media KPIs, but prime the ones that lucifer your unsocial goals. Use the close tools to show each metric.

Semrush’s Socialtoolkit offers features for posting, analyzing marque mentions, studying show data, and monitoring competitors’ tactics. It’s an all-in-one assets for tracking indispensable KPIs and boosting your interaction connected societal media.