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- April 3, 2025
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The potential of social media marketing cannot ever be denied.
It is one of the key components of digital marketing, providing vast opportunities for businesses to market their products and services efficiently. But more basically it is considered as an Omni-channel marketing strategy for businesses growing online.
Social media marketers tend to develop strategies for various social media channels to promote their brands, generate leads, attract traffic, and bring in conversions to increase sales revenue. But one of the challenges they face on social media marketing is keeping track of their performance on all channels.
An efficient way to address this challenge is by identifying and setting the right social media KPIs (Key Performance Indicators) for your marketing efforts/strategies. As per reports around 66% of marketers consider it crucial to track social media KPIs as it helps in better understanding and analyzing their social media marketing efforts. This further helps in making data-driven decisions.
This guide will walk you through the essence of social media marketing KPIs, and reveal the best KPIs that you can set and track for your business growth.
How a Social Media KPIs Dashboard Helps You Stay on Track
Even if you know what metrics and KPIs of social media to track, you may find it difficult to track them one by one. Also, in order to read the analysis perfectly, you need to have all the metrics in front to reduce the chances of error and make data-based decisions. This is where your social media KPI dashboard solves your problem.
In its basic sense, a KPI dashboard helps you monitor your overall social media performance at once. It provides insights into all the necessary key performance indicators of social media to help you develop multi-channel strategies based on data. Because of the KPI dashboard, you can adjust your current social media marketing strategies in real-time, staying ahead of the competition and enhancing your business growth. Not only this, but it also helps in identifying areas of improvement, planning strategically, and increasing your efficiency.
Best KPIs and Metrics for Measuring Social Media Performance
Social media KPIs and metrics are data-based measures of your performance on various social media channels. KPIs are the measurable goals or objectives directly linked to the success of the strategy or campaign. Metrics are the raw numerical values or data that track various aspects of social media performance.
The social media KPIs and metrics are categorized under multiple components, these are reach, engagement, conversion etc. Let’s read about the most used social media KPIs and metrics by businesses.
Post Engagement
One of the most significant measures of your social media marketing performance is the engagement on your post. This shows how the audience is taking your content, and what their reaction is. The various reactions of the audience on your social media post is the engagement. Further, engagement breaks down into multiple KPIs in the form of likes, comments, shares and clicks.
These reactions and interactions created on the post are potentially a critical measure of the quality and relevancy of your marketing efforts. The engagement factor directly compliments your post reach.
Hence, the higher the interactions and number of reactions on your post, the more the post’s reach. And when the reach is higher, you’ll have another well-performing key-performance indicator of social media i.e. brand awareness. This is because of the increased visibility of your brand.
Social media mentions
A key factor of your digital marketing campaign is when your brand is being talked about. This is known as social media mention, another valuable KPI of social media marketing. Social media mentions are basically a type of content that covers the external discussions about your brand. These can include shout outs, suggestions, or complaints etc. Hence, this is content created and shared by the users.
Social media mentions are a great example of word-of-mouth marketing strategy just that it is being done on social media. For instance, users could post a review about your brand, highlighting their experience.
Some users may share a picture on social media of them visiting your store. Others may mention your brand to give feedback, suggestions, or complaints. Some other forms of mentions are tagging your official handle in a post to ask for suggestions from other users, or hashtag creation that is associated with your brand etc. Social media mention is a great KPI for social media depending on the context it is mentioned.
Other KPIs
KPIs for social media are not only restricted to reactions and mentions. There are other metrics as well that tell about the performance of your marketing efforts. From the number of people that came across your social media accounts or posts to the number of interactions that converted into customers. These social media KPIs include:
Followers: These are the people who visited or saw your social media post/account and followed you to remain updated on your brand either for the product innovation, offers, discounts etc.
Impressions: This is the number of times your post or profile was seen or shown to the audience. It tells about the total views on your post/account.
Web Traffic: This tells about the number of people that got attracted to your brand and clicked on the link, either from ad post or from your profile’s bio, to visit your website.
Conversion Rate: This is the average number of people who were found to be a strong lead, interacted or visited your profile and converted into your customer by making a purchase.
Sales Revenue: This shows the revenue you have generated just by marketing on social media. The clicks to your website from social media that converted into purchase.
Return on Investment (ROI): This is the rate of your returns on the amount you have invested on social media marketing activities.
Setting Social Media KPIs & Metrics Effectively
Now, as you know about the most used social media marketing KPIs, it is equally important to know about the right ones that you need to set as per your business objectives. Let’s explore how to set these key performance indicators efficiently.
