18 Social Media KPIs (and How to Track Them)

18 Social Media KPIs (and How to Track Them)

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  • August 19, 2023
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You are investing money and time in social media advertising. However are your efforts yielding optimistic outcomes?

You might want to be monitoring the correct key efficiency indicators (KPIs) to know.

On this information, we’ll talk about essential social media KPIs, the right way to decide the correct ones, and the right way to monitor them.

However first, let’s begin with the fundamentals.

Social media KPIs are the metrics you’ve chosen to measure how efficient your social media advertising efforts are.

They quantify whether or not your technique was profitable. And spotlight which actions are attaining the targets—and which of them aren’t.

For instance, right here’s the Insights dashboard from Instagram that exhibits a number of metrics you could be monitoring as KPIs:

an example of Insights dashboard from Instagram that shows several metrics like "accounts reached" "accounts engaged" and "total followers"

Listed below are a few of the the reason why you must outline and monitor social media advertising KPIs:

  • To measure progress towards objectives: Social media KPIs present a framework for monitoring your progress towards bigger division and firm targets
  • To make Knowledgeable selections: Social media advertising KPIs spotlight particular successes and reveal patterns. To offer a factual foundation for strategic selections.
  • To benchmark in opposition to the competitors: They permit you to examine your efficiency in opposition to opponents. To realize insights into your market place and spotlight areas the place you will have a aggressive benefit.

There are a lot of various kinds of KPIs for social media advertising. 

We’ve cut up them into 5 broad classes—and included widespread metrics firms usually monitor beneath every class.

Social Media KPIs Centered on Visibility

These metrics present how many individuals (each your followers and those that don’t comply with you) see your content material.

The extra individuals you’re seen to, the extra alternatives you must interact customers, construct relationships, and drive conversions. 

Listed below are the highest social media KPIs to trace visibility:

1. Impressions

Impressions are the full variety of occasions your content material has been displayed on a social media feed.

This metric contains each occasion your content material is loaded in a consumer’s feed—whether or not it is an authentic put up or a share.

It additionally accounts for a number of views by the identical consumer. So, the extra your content material seems in feeds, the upper your impression depend shall be.

Here is an instance from LinkedIn displaying the variety of impressions a put up has obtained:

an example of Semrush LinkedIn post showing the number of impressions it received
Why Impressions Are Vital 

Impressions provide you with a way of how a lot publicity your content material is getting. 

In case your impressions are excessive, it means your content material is extensively circulated. Which might result in higher model recognition—and ultimately extra followers and better engagement.

2. Video Views

Video views seek advice from the variety of occasions customers have watched your video content material on social media.

Completely different social media platforms have completely different standards for what counts as a view. 

For example, a view is counted on Fb when a consumer watches the video for no less than three seconds. On YouTube, it’s counted when a consumer begins to play a video.

Right here’s an instance from YouTube displaying the variety of video views:

an example of MrBeast YouTube video showing the number of views
Why Video Views Are Vital

Video views function an indicator of the viewers’s curiosity in your video content material.

A excessive variety of views means that your movies are interesting to your viewers. And that your content material aligns with what they wish to see.

This will assist your content material creation technique. Serving to you produce extra of the kinds of movies that your viewers is drawn to.

3. Publish Attain

Publish attain refers back to the variety of distinctive customers who’ve seen your social media put up.

That is completely different from impressions.

How?

Attain is the variety of distinctive customers who see your content material—counting every consumer solely as soon as, no matter a number of views

Right here’s an instance from Fb displaying the variety of individuals a put up has reached whenever you click on “See insights and advertisements”:

an example from Facebook showing the number of people a post has reached
Why Publish Attain Is Vital 

Attain helps you perceive how far your content material is spreading past your rapid followers. And provides you gauge of how massive your potential viewers could also be.

4. Follower Rely

Follower depend is the variety of customers who’ve chosen to comply with your social media profile. This depend can embody each people and types.

Your variety of followers can go up when new individuals comply with your profile. And it will probably go down when individuals determine to unfollow.

However a drop in followers is not all the time unhealthy. It might imply that your content material is changing into extra focused. And that you simply’re narrowing in on a particular viewers.

Right here’s an instance of an X (previously Twitter) profile displaying the variety of followers it has:

an example of Canva’s profile on X showing the number of followers
Why Follower Rely Is Vital 

Your follower depend offers you an thought of how well-liked your model is. And likewise signifies whether or not individuals like your content material and wish to see extra of it.

5. Viewers Development Fee

Viewers progress fee is the tempo at which your social media following is growing (or lowering). And it’s represented as a proportion change from one interval in comparison with the earlier interval.

The viewers progress fee is calculated by discovering the distinction between the variety of followers on the finish of the interval and the beginning, then dividing by the variety of followers firstly. 

The result’s multiplied by 100 to get a proportion.

an image showing a formula for how the audience growth rate is calculated

Right here’s an instance from an Instagram profile displaying its viewers progress in per week:

an example from an Instagram profile showing its audience growth in the last 7 days
Why Viewers Development Fee Is Vital 

Monitoring your viewers progress fee helps you perceive how shortly you are gaining new followers. 

Speedy progress is usually a signal of an efficient social media technique. And sluggish progress might point out a necessity for changes within the social media calendar and total method.

Social Media KPIs Centered on Engagement

Engagement metrics measure how customers work together along with your social media content material. 

They present your viewers’s degree of involvement along with your model. Which helps point out how a lot they worth your posts. 

Listed below are some widespread social media KPIs that spotlight engagement:

6. Reactions

Reactions are a primary type of engagement. They usually contain customers clicking a “Like,” “Love,” “Have a good time,” or comparable button. 

The sort and vary of reactions out there can fluctuate by social media platform.

For example, Fb affords a spread of reactions, together with “Love,” “Offended,” and “Unhappy.” Whereas platforms like Instagram primarily concentrate on “Likes.”

These reactions present a easy method for customers to work together along with your content material and specific their sentiments.

Right here’s an instance from LinkedIn displaying the variety of reactions a put up has obtained:

an example of a LinkedIn post by Semrush showing the number of reactions a post has received
Why Reactions Are Vital 

Monitoring reactions helps you perceive which content material is significant in your viewers. 

A excessive variety of reactions is an effective signal of your content material hitting the mark. And it will probably inform your social media content strategy. So you retain creating content material your viewers desires.

Feedback are written responses that customers add to your social media content material.

These responses could be directed on the authentic put up or function replies to different feedback.

Customers might also tag your account or different customers’ accounts of their feedback. Fostering a extra interactive and fascinating dialog round your content material.

Right here’s an instance from Reddit displaying the variety of feedback a put up has:

an example of a post from Reddit on "What’s your favorite Chat GPT productivity hack?" showing the number of comments it has

Feedback present a deeper degree of engagement than reactions. They usually’re an important KPI in social media. As a result of content material with many feedback might get extra visibility. 

You may monitor feedback to achieve insights into your viewers’s preferences. That can assist you enhance your social media management strategy.

8. Shares

Shares happen when customers repost your content material on their very own social media profiles.

They may share your put up simply as it’s. Or, they may add their very own ideas to it. 

After they add their very own ideas, it will probably supply extra context and added perspective to the content material.

Right here’s an instance from TikTok displaying the variety of shares a video has obtained:

an example of a TikTok video from Insider News showing the number of shares a video has received

Why Shares Are Vital 

A excessive variety of shares can considerably improve your social media visibility and entice new followers.

And since customers are recommending your content material, shares act as endorsements.

9. Saves

Saves are when customers save your put up for viewing later. (On X, this KPI is known as a “Bookmark.”)

Customers have the pliability to save lots of and unsave posts at any time.

They’ll additionally go to a particular part on their profile to view all of the posts they’ve saved.

Some platforms (like Instagram) even permit customers to create collections by grouping saved posts into completely different classes. Serving to them set up content material that they discover invaluable.

Right here’s what the save button seems to be like on an Instagram put up:

"Save" button highlighted under an Instagram post
Why Saves Are Vital 

Saves point out that customers discover your content material invaluable sufficient to revisit. That is a powerful signal of curiosity and engagement. 

10. Common Engagement Fee

Your common engagement fee could be represented in just a few methods. However it’s typically the share of those who work together along with your content material relative to the full variety of followers you will have.

You may calculate the common engagement fee by dividing the full variety of engagements (likes, feedback, shares, and so on.) your posts obtained by the full variety of posts in a given timeframe. 

Subsequent, divide that outcome by the variety of followers you will have. After which multiply by 100 to get the speed.

Right here’s what the method seems to be like:

an image showing a formula for how the average engagement rate is calculated
Why Common Engagement Fee Is Vital 

A excessive engagement fee signifies that your content material is resonating along with your viewers—sparking their curiosity and initiating conversations.

It demonstrates that your social content material is related and prime quality.

Additional studying: 11 Ways to Create Engaging Social Media Content

Social Media KPIs Centered on Conversions

Conversion metrics measure how successfully your content material is driving customers to take a desired motion. Like making a purchase order or filling out a kind.

Listed below are some widespread conversion-focused social media KPIs:

11. Click on-By Fee

Click on-through fee (CTR) is the share of people that clicked a hyperlink in your social media put up in comparison with the full quantity of people that considered the put up.

It’s a typical metric for evaluating advert efficiency. However it’s equally helpful for measuring natural (that means unpaid) social efficiency. 

CTR is calculated by dividing the variety of clicks your put up obtained by the variety of impressions (complete views) it obtained. After which multiplying the outcome by 100 to get a proportion.

an image showing a formula for how the CTR is calculated
Why Click on-By Fee Is Vital 

This KPI for social media helps determine which content material is simplest in driving visitors to your gated content material, touchdown pages, or different essential locations.

A excessive CTR means your message is compelling to your viewers. Main them to take motion. 

12. Conversion Fee

The conversion fee is the share of customers who carry out your required motion after interacting along with your social media put up or advert. 

This could possibly be something from signing up for a publication to creating a purchase order.

It’s calculated by dividing the variety of conversions (customers who carried out the motion) by the full variety of customers who clicked in your put up or advert. And multiplying the outcome by 100 to get a proportion.

an image showing a formula for how the conversion rate is calculated
Why Conversion Fee Is Vital

A excessive conversion fee signifies that your social media content material is efficient in driving customers to take motion. 

It helps you measure the affect of your social media efforts on attaining your online business objectives, comparable to producing leads or making gross sales.

13. Value Per Click on

Value per click on (CPC) is the payment you pay to an advert platform each time somebody clicks in your advert.

So, this metric will solely be invaluable to you if you happen to’re operating paid social advertisements. As a result of there’s no promoting value for natural posts. 

CPC is calculated by dividing your complete advert value by the variety of clicks.

an image showing a formula for how the CPC is calculated

However many advert platforms embody analytics that can calculate this metric for you.

Why Value Per Click on Is Vital 

It gives a transparent measure of how a lot every click on in your social media ad marketing campaign prices. And lets you consider whether or not you possibly can optimize your technique for higher value effectivity.

14. Gross sales Income

Gross sales income from social media is the full quantity of income that may be attributed to your social media advertising efforts.

It is decided by monitoring the gross sales that originated from social media channels. 

This may be achieved through the use of monitoring codes in your URLs. Or by way of analytics instruments that monitor the client journey from social media clicks to purchases.

Why Gross sales Income Is Vital 

Monitoring social media gross sales income exhibits the monetary affect your social media efforts are having. And helps justify the time and assets spent on social media advertising.

Social Media KPIs Centered on Buyer Satisfaction

These metrics are indicators of your clients’ satisfaction ranges.

Excessive buyer satisfaction can result in elevated loyalty and future gross sales. Contributing to enterprise progress.

Listed below are some widespread social media KPIs that measure buyer satisfaction:

15. Assessment Scores

Social media critiques are clients’ suggestions about your services or products posted on social media platforms. They usually’re often accompanied by a ranking.

Assessment scores are usually expressed on a scale from one to 5. 

And you’ll calculate a median ranking to quantify buyer satisfaction in a holistic method.

To seek out your common ranking, add all the person scores. After which divide that worth by the full variety of critiques.

Right here’s an instance from Fb displaying the ranking and critiques a enterprise has gotten:

an example from Facebook showing the rating and reviews a business has gotten for "Time Out Market New York"
Why Assessment Scores Are Vital

They supply direct suggestions out of your clients. Serving to you perceive their satisfaction degree and determine areas for enchancment.

16. Buyer Satisfaction Rating 

Your buyer satisfaction (CSAT) rating measures how glad your clients are. With the product, service, or expertise.

To seek out your social media CSAT rating, you possibly can conduct surveys or polls on social media platforms asking followers how they might describe their total satisfaction with the services or products.

They’ll fee their satisfaction on a scale of 1 to 5. The place one is “very unhappy,” and 5 is “very glad.”

The CSAT rating is decided by dividing the variety of glad clients (those that rated their satisfaction as 4 or 5) by the full variety of responses. After which multiplying the outcome by 100 to get a proportion.

an image showing a formula for how the customer satisfaction (CSAT) score is calculated
Why Buyer Satisfaction Rating Is Vital

Your CSAT rating straight displays the standard of your services or products from clients’ views.

Monitoring modifications on this rating over time will help you perceive traits in buyer satisfaction. Permitting you to reply proactively to shifts in buyer sentiment—and keep prime quality in product, service, and help.

Social Media KPIs Centered on Share of Voice

Share of voice exhibits how well-known your model is in comparison with your opponents. 

It is like measuring your piece in your area of interest’s dialog pie.

an example of a chart showing share of voice in a market

Listed below are just a few widespread social media KPIs that measure share of voice:

17. Model Mentions

Model mentions are situations when customers point out your model on social media. This may be within the type of a tag or a point out in a put up or remark.

There are numerous instruments out there that permit you to measure model mentions—even when your model is not straight tagged.

Right here’s an instance from X displaying a point out WordPress has obtained:

an example of a X post from James Brockbank mentioning WordPress
Why Model Mentions Are Vital

Monitoring model mentions helps you perceive how a lot your model is being talked about on social media. 

It may assist you assess model consciousness and sentiment. And determine advocates. 

18. Branded and Marketing campaign Hashtags

Branded hashtags are distinctive to your organization (like an organization identify or slogan). And marketing campaign hashtags are created for particular advertising campaigns.

Hashtags assist categorize your posts. And make them discoverable to social media customers by grouping them collectively beneath the identical hashtag.

Right here’s an instance of Webflow’s branded hashtag on LinkedIn:

an example of a LinkedIn post with Webflow’s branded hashtag (#webflow)
Why Branded and Marketing campaign Hashtags Are Vital

Branded and marketing campaign hashtags assist enhance your visibility on social media.

When customers click on on or seek for your branded or marketing campaign hashtag, they’re led to a group of posts associated to your model or marketing campaign.

This elevated visibility can entice extra followers and enhance engagement.

We simply went over many social media KPI examples. However you do not have to trace all of them.

Listed below are just a few ideas to decide on the correct social media advertising KPIs:

Outline Your Targets

Begin by figuring out your online business targets. To tell your social media targets and technique.

Are you aiming to extend model consciousness, drive gross sales, or enhance customer support? 

Your social media KPIs ought to align with these objectives. 

For example, the first aim for a small business could possibly be to spice up gross sales. So, they may wish to concentrate on metrics like conversion fee and gross sales income.

Have a look at Your Business

The business you are in can even affect which KPIs are most essential. 

For instance, if you happen to’re within the ecommerce business, conversion charges and gross sales income may be your prime precedence. 

However, if you happen to’re a nonprofit group, common engagement fee and attain may be extra essential for spreading your message.

You can even get a way of what your opponents are doing to succeed in their objectives on social media through the use of EyeOn.

Simply enter your prime opponents and click on “Begin monitoring.”

EyeOn (24/7 Competitor Monitoring) tool

You will notice an outline report:

an example of "Top Competitors" overview report in EyeOn tool

Click on any competitor within the “Social Media Posts” module to see an outline of their social media exercise and efficiency. 

And scroll right down to see a timeline that exhibits their most up-to-date social media content material by week.

an example of a timeline that shows your competitor's most recent social media content by week in EyeOn

Select a Handful of KPIs to Give attention to

Begin with just a few key metrics that straight align with your online business objectives.

Keep away from monitoring too many. As a result of it will probably result in data overload and make it troublesome to attract significant conclusions.

You may all the time start to trace extra afterward if wanted. 

When you’ve recognized the social media advertising KPIs you wish to monitor, the following step is to set particular objectives for every KPI.

Listed below are two key steps:

Benchmark Your self In opposition to Your Opponents

It’s essential to know how your opponents are doing. To realize perspective on what’s achievable and what to goal for. 

Use competitor monitoring instruments like Social Tracker to investigate your opponents’ social media efficiency.

Go to Social Tracker and join your social accounts.

how to connect your social accounts to Social Tracker tool

Then, add your opponents.

how to add your competitors to Social Tracker tool

Undergo the viewers, exercise, and engagement knowledge. And examine your metrics in opposition to your opponents’ metrics. To find out benchmarks.

an "Overview" dashboard in Social Tracker tool

Set SMART Objectives

SMART stands for particular, measurable, achievable, related, and time-bound. Every aim you assign to a KPI for social media ought to meet these standards.

  • Particular: Your aim ought to be clear and simple to know
  • Measurable: It’s best to be capable to monitor your aim’s progress in a quantifiable method 
  • Achievable: Your aim ought to be attainable 
  • Related: Your aim ought to align along with your broader enterprise targets
  • Time-bound: Your aim ought to have a deadline 

There are two primary methods to trace your social media KPIs:

  • Constructed-in analytics instruments
  • Third-party analytics instruments

Constructed-In Analytics Instruments

There are native analytics instruments supplied by every social media platform.

They provide knowledge about your profile, posts, and viewers.

For example, Meta Enterprise Suite’s Insights experiences present detailed stats about your efficiency throughout Fb and Instagram.

Meta Business Suite’s Insights report

These built-in analytics instruments assist you perceive what content material resonates along with your viewers, one of the best occasions to put up, and the way your social media efforts are impacting your total enterprise objectives.

Third-Occasion Analytics Instruments

Third-party analytics instruments like Social Analytics supply a consolidated view of your social media efficiency throughout a number of platforms. 

They supply in-depth insights and make it simpler to trace and examine your efficiency over time.

Go to Social Analytics to get began. And add your social profiles.

adding social profiles to Social Analytics tool

You may then view knowledge in your Fb, Instagram, and LinkedIn profiles. 

This contains new followers, put up attain, put up engagements, and engagement fee. You can even see the share change over a given timeframe.

"Overview" report in Social Analytics tool

There are a lot of completely different KPIs for social media advertising. So, make sure you select those that take advantage of sense for your online business.

And be sure to have the correct instruments to observe your metrics.

Our Social Media Toolkit will help you monitor your efficiency and control your opponents. 

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