You're investing time and money in social media marketing. But are your efforts yielding positive results?
You need to be tracking the right key performance indicators (KPIs) to know.
In this guide, we’ll discuss important social media KPIs, how to pick the right ones, and how to track them.
But first, let’s start with the basics.
What Are Social Media KPIs?
Social media KPIs are the metrics you’ve selected to measure how effective your social media marketing efforts are.
They quantify whether your strategy was successful. And highlight which activities are achieving the targets—and which ones aren’t.
For example, here’s the Insights dashboard from Instagram that shows several metrics you may be tracking as KPIs:
Why Is It Important to Track Social Media KPIs?
Here are some of the reasons why you should define and track social media marketing KPIs:
- To measure progress toward goals: Social media KPIs provide a framework for tracking your progress toward larger department and company objectives
- To make Informed decisions: Social media marketing KPIs highlight specific successes and reveal patterns. To provide a factual basis for strategic decisions.
- To benchmark against the competition: They allow you to compare your performance against competitors. To gain insights into your market position and highlight areas where you have a competitive advantage.
18 Social Media KPIs to Track
There are many different types of KPIs for social media marketing.
We’ve split them into five broad categories—and included common metrics companies typically track under each category.
Social Media KPIs Focused on Visibility
These metrics show how many people (both your followers and those who don’t follow you) see your content.
The more people you’re visible to, the more opportunities you have to engage users, build relationships, and drive conversions.
Here are the top social media KPIs to track visibility:
1. Impressions
Impressions are the total number of times your content has been displayed on a social media feed.
This metric includes every instance your content is loaded in a user's feed—whether it's an original post or a share.
It also accounts for multiple views by the same user. So, the more your content appears in feeds, the higher your impression count will be.
Here's an example from LinkedIn showing the number of impressions a post has received:
Why Impressions Are Important
Impressions give you a sense of how much exposure your content is getting.
If your impressions are high, it means your content is widely circulated. Which could lead to better brand recognition—and eventually more followers and higher engagement.
2. Video Views
Video views refer to the number of times users have watched your video content on social media.
Different social media platforms have different criteria for what counts as a view.
For instance, a view is counted on Facebook when a user watches the video for at least three seconds. On YouTube, it’s counted when a user starts to play a video.
Here’s an example from YouTube showing the number of video views:
Why Video Views Are Important
Video views serve as an indicator of the audience’s interest in your video content.
A high number of views suggests that your videos are appealing to your audience. And that your content aligns with what they want to see.
This can aid your content creation strategy. Helping you produce more of the types of videos that your audience is drawn to.
3. Post Reach
Post reach refers to the number of unique users who’ve seen your social media post.
This is different from impressions.
How?
Reach is the number of unique users who see your content—counting each user only once, regardless of multiple views
Here’s an example from Facebook showing the number of people a post has reached when you click “See insights and ads”:
Why Post Reach Is Important
Reach helps you understand how far your content is spreading beyond your immediate followers. And gives you a good gauge of how large your potential audience may be.
4. Follower Count
Follower count is the number of users who’ve chosen to follow your social media profile. This count can include both individuals and brands.
Your number of followers can go up when new people follow your profile. And it can go down when people decide to unfollow.
But a drop in followers isn't always bad. It could mean that your content is becoming more targeted. And that you're narrowing in on a specific audience.
Here’s an example of an X (formerly Twitter) profile showing the number of followers it has:
Why Follower Count Is Important
Your follower count gives you an idea of how popular your brand is. And also indicates whether people like your content and want to see more of it.
5. Audience Growth Rate
Audience growth rate is the pace at which your social media following is increasing (or decreasing). And it’s represented as a percentage change from one period compared to the previous period.
The audience growth rate is calculated by finding the difference between the number of followers at the end of the period and the start, then dividing by the number of followers at the start.
The result is multiplied by 100 to get a percentage.
Here’s an example from an Instagram profile showing its audience growth in a week:
Why Audience Growth Rate Is Important
Tracking your audience growth rate helps you understand how quickly you're gaining new followers.
Rapid growth can be a sign of an effective social media strategy. And slow growth may indicate a need for adjustments in the social media calendar and overall approach.
Social Media KPIs Focused on Engagement
Engagement metrics measure how users interact with your social media content.
They show your audience's level of involvement with your brand. Which helps indicate how much they value your posts.
Here are some common social media KPIs that highlight engagement:
6. Reactions
Reactions are a basic form of engagement. They typically involve users clicking a “Like,” “Love,” “Celebrate,” or similar button.
The type and range of reactions available can vary by social media platform.
For instance, Facebook offers a range of reactions, including "Love," "Angry," and "Sad." While platforms like Instagram primarily focus on "Likes."
These reactions provide a simple way for users to interact with your content and express their sentiments.
Here’s an example from LinkedIn showing the number of reactions a post has received:
Why Reactions Are Important
Tracking reactions helps you understand which content is meaningful for your audience.
A high number of reactions is a good sign of your content hitting the mark. And it can inform your social media content strategy. So you keep creating content your audience wants.
7. Comments
Comments are written responses that users add to your social media content.
These responses can be directed at the original post or serve as replies to other comments.
Users may also tag your account or other users' accounts in their comments. Fostering a more interactive and engaging conversation around your content.
Here’s an example from Reddit showing the number of comments a post has:
Why Comments Are Important
Comments show a deeper level of engagement than reactions. And they’re a very important KPI in social media. Because content with many comments may get more visibility.
You can monitor comments to gain insights into your audience's preferences. To help you improve your social media management strategy.
8. Shares
Shares occur when users repost your content on their own social media profiles.
They might share your post just as it is. Or, they might add their own thoughts to it.
When they add their own thoughts, it can offer more context and added perspective to the content.
Here’s an example from TikTok showing the number of shares a video has received:
Why Shares Are Important
A high number of shares can significantly increase your social media visibility and attract new followers.
And because users are recommending your content, shares act as endorsements.
9. Saves
Saves are when users save your post for viewing later. (On X, this KPI is called a "Bookmark.")
Users have the flexibility to save and unsave posts at any time.
They can also go to a specific section on their profile to view all the posts they've saved.
Some platforms (like Instagram) even allow users to create collections by grouping saved posts into different categories. Helping them organize content that they find valuable.
Here’s what the save button looks like on an Instagram post:
Why Saves Are Important
Saves indicate that users find your content valuable enough to revisit. That's a strong sign of interest and engagement.
10. Average Engagement Rate
Your average engagement rate can be represented in a few ways. But it’s often the percentage of people that interact with your content relative to the total number of followers you have.
You can calculate the average engagement rate by dividing the total number of engagements (likes, comments, shares, etc.) your posts received by the total number of posts in a given time frame.
Next, divide that result by the number of followers you have. And then multiply by 100 to get the rate.
Here’s what the formula looks like:
Why Average Engagement Rate Is Important
A high engagement rate indicates that your content is resonating with your audience—sparking their interest and initiating conversations.
It demonstrates that your social content is relevant and high quality.
Further reading: 11 Ways to Create Engaging Social Media Content
Social Media KPIs Focused on Conversions
Conversion metrics measure how effectively your content is driving users to take a desired action. Like making a purchase or filling out a form.
Here are some common conversion-focused social media KPIs:
11. Click-Through Rate
Click-through rate (CTR) is the percentage of people who clicked a link in your social media post compared to the total number of people who viewed the post.
It’s a common metric for evaluating ad performance. But it’s equally useful for measuring organic (meaning unpaid) social performance.
CTR is calculated by dividing the number of clicks your post received by the number of impressions (total views) it got. And then multiplying the result by 100 to get a percentage.
Why Click-Through Rate Is Important
This KPI for social media helps identify which content is most effective in driving traffic to your gated content, landing pages, or other important destinations.
A high CTR means your message is compelling to your audience. Leading them to take action.
12. Conversion Rate
The conversion rate is the percentage of users who perform your desired action after interacting with your social media post or ad.
This could be anything from signing up for a newsletter to making a purchase.
It’s calculated by dividing the number of conversions (users who performed the action) by the total number of users who clicked on your post or ad. And multiplying the result by 100 to get a percentage.
Why Conversion Rate Is Important
A high conversion rate indicates that your social media content is effective in driving users to take action.
It helps you measure the impact of your social media efforts on achieving your business goals, such as generating leads or making sales.
13. Cost Per Click
Cost per click (CPC) is the fee you pay to an ad platform every time someone clicks on your ad.
So, this metric will only be valuable to you if you’re running paid social ads. Because there’s no advertising cost for organic posts.
CPC is calculated by dividing your total ad cost by the number of clicks.
But many ad platforms include analytics that will calculate this metric for you.
Why Cost Per Click Is Important
It provides a clear measure of how much each click on your social media ad campaign costs. And enables you to evaluate whether you can optimize your strategy for better cost efficiency.
14. Sales Revenue
Sales revenue from social media is the total amount of revenue that can be attributed to your social media marketing efforts.
It's determined by tracking the sales that originated from social media channels.
This can be done by using tracking codes in your URLs. Or through analytics tools that track the customer journey from social media clicks to purchases.
Why Sales Revenue Is Important
Tracking social media sales revenue shows the financial impact your social media efforts are having. And helps justify the time and resources spent on social media marketing.
Social Media KPIs Focused on Customer Satisfaction
These metrics are indicators of your customers' satisfaction levels.
High customer satisfaction can lead to increased loyalty and future sales. Contributing to business growth.
Here are some common social media KPIs that measure customer satisfaction:
15. Review Ratings
Social media reviews are customers’ feedback about your product or service posted on social media platforms. And they’re usually accompanied by a rating.
Review ratings are typically expressed on a scale from one to five.
And you can calculate an average rating to quantify customer satisfaction in a holistic way.
To find your average rating, add all the individual ratings. And then divide that value by the total number of reviews.
Here’s an example from Facebook showing the rating and reviews a business has gotten:
Why Review Ratings Are Important
They provide direct feedback from your customers. Helping you understand their satisfaction level and identify areas for improvement.
16. Customer Satisfaction Score
Your customer satisfaction (CSAT) score measures how satisfied your customers are. With the product, service, or experience.
To find your social media CSAT score, you can conduct surveys or polls on social media platforms asking followers how they would describe their overall satisfaction with the product or service.
They’ll rate their satisfaction on a scale of one to five. Where one is “very unsatisfied,” and five is “very satisfied.”
The CSAT score is determined by dividing the number of satisfied customers (those who rated their satisfaction as four or five) by the total number of responses. And then multiplying the result by 100 to get a percentage.
Why Customer Satisfaction Score Is Important
Your CSAT score directly reflects the quality of your product or service from customers’ perspectives.
Tracking changes in this score over time can help you understand trends in customer satisfaction. Allowing you to respond proactively to shifts in customer sentiment—and maintain high quality in product, service, and support.
Social Media KPIs Focused on Share of Voice
Share of voice shows how well-known your brand is compared to your competitors.
It's like measuring your piece in your niche’s conversation pie.
Here are a few common social media KPIs that measure share of voice:
17. Brand Mentions
Brand mentions are instances when users mention your brand on social media. This can be in the form of a tag or a mention in a post or comment.
There are various tools available that allow you to measure brand mentions—even when your brand isn't directly tagged.
Here’s an example from X showing a mention WordPress has received:
Why Brand Mentions Are Important
Tracking brand mentions helps you understand how much your brand is being talked about on social media.
It can help you assess brand awareness and sentiment. And identify advocates.
18. Branded and Campaign Hashtags
Branded hashtags are unique to your company (like a company name or slogan). And campaign hashtags are created for specific marketing campaigns.
Hashtags help categorize your posts. And make them discoverable to social media users by grouping them together under the same hashtag.
Here’s an example of Webflow’s branded hashtag on LinkedIn:
Why Branded and Campaign Hashtags Are Important
Branded and campaign hashtags help boost your visibility on social media.
When users click on or search for your branded or campaign hashtag, they’re led to a collection of posts related to your brand or campaign.
This increased visibility can attract more followers and boost engagement.
How to Pick the Right Social Media KPIs
We just went over many social media KPI examples. But you don't have to track them all.
Here are a few tips to choose the right social media marketing KPIs:
Define Your Objectives
Start by identifying your business objectives. To inform your social media objectives and strategy.
Are you aiming to increase brand awareness, drive sales, or improve customer service?
Your social media KPIs should align with those goals.
For instance, the primary goal for a small business could be to boost sales. So, they might want to focus on metrics like conversion rate and sales revenue.
Look at Your Industry
The industry you're in can also influence which KPIs are most important.
For example, if you're in the ecommerce industry, conversion rates and sales revenue might be your top priority.
On the other hand, if you're a nonprofit organization, average engagement rate and reach might be more important for spreading your message.
You can also get a sense of what your competitors are doing to reach their goals on social media by using EyeOn.
Just enter your top competitors and click “Start monitoring.”
You will see an overview report:
Click any competitor in the “Social Media Posts” module to see an overview of their social media activity and performance.
And scroll down to see a timeline that shows their most recent social media content by week.
Choose a Handful of KPIs to Focus on
Start with a few key metrics that directly align with your business goals.
Avoid tracking too many. Because it can lead to information overload and make it difficult to draw meaningful conclusions.
You can always begin to track more later on if needed.
How to Set Social Media KPI Goals
Once you’ve identified the social media marketing KPIs you want to track, the next step is to set specific goals for each KPI.
Here are two key steps:
Benchmark Yourself Against Your Competitors
It’s important to understand how your competitors are doing. To gain perspective on what's achievable and what to aim for.
Use competitor monitoring tools like Social Tracker to analyze your competitors’ social media performance.
Go to Social Tracker and connect your social accounts.
Then, add your competitors.
Go through the audience, activity, and engagement data. And compare your metrics against your competitors’ metrics. To determine benchmarks.
Set SMART Goals
SMART stands for specific, measurable, achievable, relevant, and time-bound. Each goal you assign to a KPI for social media should meet these criteria.
- Specific: Your goal should be clear and easy to understand
- Measurable: You should be able to track your goal’s progress in a quantifiable way
- Achievable: Your goal should be attainable
- Relevant: Your goal should align with your broader business objectives
- Time-bound: Your goal should have a deadline
How to Track Social Media KPIs
There are two main ways to track your social media KPIs:
- Built-in analytics tools
- Third-party analytics tools
Built-In Analytics Tools
There are native analytics tools provided by each social media platform.
They offer data about your profile, posts, and audience.
For instance, Meta Business Suite’s Insights reports provide detailed stats about your performance across Facebook and Instagram.
These built-in analytics tools help you understand what content resonates with your audience, the best times to post, and how your social media efforts are impacting your overall business goals.
Third-Party Analytics Tools
Third-party analytics tools like Social Analytics offer a consolidated view of your social media performance across multiple platforms.
They provide in-depth insights and make it easier to track and compare your performance over time.
Go to Social Analytics to get started. And add your social profiles.
You can then view data for your Facebook, Instagram, and LinkedIn profiles.
This includes new followers, post reach, post engagements, and engagement rate. You can also see the percentage change over a given time frame.
Start Tracking KPIs for Social Media
There are many different KPIs for social media marketing. So, be sure to choose the ones that make the most sense for your business.
And make sure you have the right tools to monitor your metrics.
Our Social Media Toolkit can help you monitor your performance and keep an eye on your competitors.