September 24, 2023

You are investing money and time in social media advertising. However are your efforts yielding optimistic outcomes?

You’ll want to be monitoring the appropriate key efficiency indicators (KPIs) to know.

On this information, we’ll focus on essential social media KPIs, how you can decide the appropriate ones, and how you can 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 reveals 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 here are a number of the the reason why it is best to 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 mean you can examine your efficiency in opposition to opponents. To achieve insights into your market place and spotlight areas the place you have got a aggressive benefit.

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

We’ve break up them into 5 broad classes—and included frequent metrics corporations usually monitor underneath every class.

Social Media KPIs Centered on Visibility

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

The extra folks you’re seen to, the extra alternatives it’s a must to interact customers, construct relationships, and drive conversions. 

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

1. Impressions

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

This metric consists of each occasion your content material is loaded in a consumer’s feed—whether or not it is an authentic publish 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 rely will likely be.

This is an instance from LinkedIn exhibiting the variety of impressions a publish has obtained:

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

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

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

2. Video Views

Video views confer with the variety of instances customers have watched your video content material on social media.

Totally different social media platforms have totally different standards for what counts as a view. 

For example, a view is counted on Fb when a consumer watches the video for a minimum of three seconds. On YouTube, it’s counted when a consumer begins to play a video.

Right here’s an instance from YouTube exhibiting 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 need to see.

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

3. Submit Attain

Submit attain refers back to the variety of distinctive customers who’ve seen your social media publish.

That is totally different from impressions.


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 exhibiting the variety of folks a publish has reached once you click on “See insights and adverts”:

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

Attain helps you perceive how far your content material is spreading past your fast followers. And offers you a superb gauge of how giant your potential viewers could also be.

4. Follower Rely

Follower rely is the variety of customers who’ve chosen to observe your social media profile. This rely can embrace each people and types.

Your variety of followers can go up when new folks observe your profile. And it could go down when folks determine to unfollow.

However a drop in followers is not all the time dangerous. It may imply that your content material is turning into extra focused. And that you just’re narrowing in on a selected viewers.

Right here’s an instance of an X (previously Twitter) profile exhibiting 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 rely offers you an thought of how common your model is. And in addition signifies whether or not folks like your content material and need to see extra of it.

5. Viewers Progress Charge

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

The viewers progress price 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 in the beginning. 

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 exhibiting its viewers progress in per week:

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

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

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

Social Media KPIs Centered on Engagement

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

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

Listed here are some frequent social media KPIs that spotlight engagement:

6. Reactions

Reactions are a primary type of engagement. They usually contain customers clicking a “Like,” “Love,” “Rejoice,” or related button. 

The kind and vary of reactions obtainable can fluctuate by social media platform.

For example, Fb provides a variety of reactions, together with “Love,” “Indignant,” and “Unhappy.” Whereas platforms like Instagram primarily concentrate on “Likes.”

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

Right here’s an instance from LinkedIn exhibiting the variety of reactions a publish 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 to your viewers. 

A excessive variety of reactions is an efficient signal of your content material hitting the mark. And it could inform your social media content material technique. So you retain creating content material your viewers needs.

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

These responses will be directed on the authentic publish or function replies to different feedback.

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

Right here’s an instance from Reddit exhibiting the variety of feedback a publish 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. And so they’re a vital KPI in social media. As a result of content material with many feedback could get extra visibility. 

You’ll be able to monitor feedback to achieve insights into your viewers’s preferences. That will help you enhance your social media administration technique.


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

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

Once they add their very own ideas, it could supply extra context and added perspective to the content material.

Right here’s an instance from TikTok exhibiting 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 appeal to new followers.

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

9. Saves

Saves are when customers save your publish for viewing later. (On X, this KPI is named a “Bookmark.”)

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

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

Some platforms (like Instagram) even enable customers to create collections by grouping saved posts into totally different classes. Serving to them manage content material that they discover helpful.

Right here’s what the save button appears to be like like on an Instagram publish:

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

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

10. Common Engagement Charge

Your common engagement price will be represented in just a few methods. But it surely’s usually the share of people who work together together with your content material relative to the overall variety of followers you have got.

You’ll be able to calculate the typical engagement price by dividing the overall variety of engagements (likes, feedback, shares, and so forth.) your posts obtained by the overall variety of posts in a given timeframe. 

Subsequent, divide that end result by the variety of followers you have got. After which multiply by 100 to get the speed.

Right here’s what the formulation appears to be like like:

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

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

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

Additional studying: 11 Methods to Create Partaking Social Media Content material

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 here are some frequent conversion-focused social media KPIs:

11. Click on-By means of Charge

Click on-through price (CTR) is the share of people that clicked a hyperlink in your social media publish in comparison with the overall quantity of people that considered the publish.

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

CTR is calculated by dividing the variety of clicks your publish obtained by the variety of impressions (whole views) it obtained. After which multiplying the end result by 100 to get a proportion.

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

This KPI for social media helps determine which content material is simplest in driving site 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 Charge

The conversion price is the share of customers who carry out your required motion after interacting together with your social media publish or advert. 

This might be something from signing up for a e-newsletter to creating a purchase order.

It’s calculated by dividing the variety of conversions (customers who carried out the motion) by the overall variety of customers who clicked in your publish or advert. And multiplying the end result by 100 to get a proportion.

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

A excessive conversion price 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 what you are promoting objectives, reminiscent of producing leads or making gross sales.

13. Price Per Click on

Price 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 helpful to you if you happen to’re working paid social adverts. As a result of there’s no promoting price for natural posts. 

CPC is calculated by dividing your whole advert price by the variety of clicks.

an image showing a formula for how the CPC is calculated

However many advert platforms embrace analytics that may calculate this metric for you.

Why Price Per Click on Is Vital 

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

14. Gross sales Income

Gross sales income from social media is the overall 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 finished through the use of monitoring codes in your URLs. Or by analytics instruments that monitor the shopper journey from social media clicks to purchases.

Why Gross sales Income Is Vital 

Monitoring social media gross sales income reveals the monetary affect your social media efforts are having. And helps justify the time and sources 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 here are some frequent social media KPIs that measure buyer satisfaction:

15. Overview Rankings

Social media evaluations are clients’ suggestions about your services or products posted on social media platforms. And so they’re often accompanied by a score.

Overview rankings are usually expressed on a scale from one to 5. 

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

To seek out your common score, add all the person rankings. After which divide that worth by the overall variety of evaluations.

Right here’s an instance from Fb exhibiting the score and evaluations a enterprise has gotten:

an example from Facebook showing the rating and reviews a business has gotten for "Time Out Market New York"
Why Overview Rankings 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 happy 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’d describe their general satisfaction with the services or products.

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

The CSAT rating is decided by dividing the variety of happy clients (those that rated their satisfaction as 4 or 5) by the overall variety of responses. After which multiplying the end result 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 may help you perceive developments in buyer satisfaction. Permitting you to reply proactively to shifts in buyer sentiment—and keep prime quality in product, service, and assist.

Social Media KPIs Centered on Share of Voice

Share of voice reveals 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 here are just a few frequent 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 publish or remark.

There are numerous instruments obtainable that mean you can measure model mentions—even when your model is not straight tagged.

Right here’s an instance from X exhibiting 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 to assess model consciousness and sentiment. And determine advocates. 

18. Branded and Marketing campaign Hashtags

Branded hashtags are distinctive to your organization (like an organization title 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 underneath 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 appeal to 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 here are just a few ideas to decide on the appropriate social media advertising KPIs:

Outline Your Aims

Begin by figuring out what you are promoting 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 enterprise might be to spice up gross sales. So, they may need to concentrate on metrics like conversion price 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 could be your high precedence. 

Alternatively, if you happen to’re a nonprofit group, common engagement price and attain could be extra essential for spreading your message.

It’s also possible to get a way of what your opponents are doing to achieve their objectives on social media through the use of EyeOn.

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

EyeOn (24/7 Competitor Monitoring) tool

You will notice an summary report:

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

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

And scroll right down to see a timeline that reveals 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 what you are promoting objectives.

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

You’ll be able to all the time start to trace extra in a while if wanted. 

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

Listed here are two key steps:

Benchmark Your self Towards Your Rivals

It’s essential to know how your opponents are doing. To achieve 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 information. 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 must be clear and simple to know
  • Measurable: You need to be capable of monitor your aim’s progress in a quantifiable method 
  • Achievable: Your aim must be attainable 
  • Related: Your aim ought to align together with your broader enterprise targets
  • Time-bound: Your aim ought to have a deadline 

There are two foremost 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 information 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 to perceive what content material resonates together with your viewers, the perfect instances to publish, and the way your social media efforts are impacting your general enterprise objectives.

Third-Social gathering 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’ll be able to then view information to your Fb, Instagram, and LinkedIn profiles. 

This consists of new followers, publish attain, publish engagements, and engagement price. It’s also possible to see the share change over a given timeframe.

"Overview" report in Social Analytics tool

There are a lot of totally different KPIs for social media advertising. So, be sure you select those that take advantage of sense for what you are promoting.

And ensure you have the appropriate instruments to observe your metrics.

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