When it comes to social media, it's all about the KPIs. You may hear that term thrown around a lot, along with others like analytics, data, and metrics. KPIs stand for Key Performance Indicators: measurable metrics that help track progress toward specific goals. In social media, KPIs show how well your content, campaigns, or overall strategy are performing. 

Your “success scorecard,” they help you see what’s working and what needs improvement. KPIs should align with your business goals whether that’s growing your audience, increasing brand awareness, or driving sales. 

Here are the five main KPIs for social media:

1. Engagement Rate:

   This measures how actively your audience interacts with your content (via likes, comments, shares, and saves). Higher engagement = stronger community.

   
   

Formula = (Likes + Comments + Shares + Saves) / Total Followers or Reach x 100

Tools: Instagram Insights, Facebook Insights, TikTok Analytics, Twitter Analytics, Sprout Social, Hootsuite

2. Reach & Impressions:

   Reach is the number of unique users who see your content, while Impressions are the total times your content is displayed. Both are important for brand awareness!

   
   

Reach = Unique users who saw your post

Impressions = Total number of times your content was displayed

Tools: Instagram Insights, Facebook Insights, TikTok Analytics, LinkedIn Analytics, Google Analytics

3. Follower Growth Rate:

   This tracks how quickly your audience is expanding. A steady increase signals brand interest and authority.

   
   

Formula: (New Followers / Previous Followers) x 100

Example: If you have 1,000 followers last month and gained 200, your growth rate is 20%.

Tools: Instagram Insights, Social Blade, Facebook Business Suite

4. Click-Through Rate (CTR):

   This is the percentage of people who click on your link after seeing your post or ad. It’s essential for driving traffic to your website or landing pages.

   
   

Formula: (Clicks / Impressions) x 100

Why it matters: Shows how effective your content is at driving traffic.

Tools: Google Analytics, Bit.ly (for tracking links), Instagram Insights (for link clicks in Stories or bio), Facebook Ads Messenger

5. Conversions & ROI:

   These measure how many followers take a desired action (purchases, sign-ups, bookings). They’re tied to revenue and business growth.

   
   

Formula: (Conversions / Clicks) x 100

ROI = (Revenue from Social Media - Cost of Social Media) / Cost of Social Media x 100

Tools: Google Analytics (track sign-up purchases), Facebook Pixel, Instagram & TikTok Shop analytics

MALC Pro Tip Alert! Set clear goals for each KPI—whether it’s increasing engagement, boosting reach, or driving conversions. Need guidance figuring out KPI goals for your business? Schedule a discovery call with Media À La Carte today!