The Essential KPIs to Track for Social Media Success

MYTH: Growing your followers is all that matters.

TRUTH: KPI’s just be based on your business objectives, do you want to build a community? Then engagement is your number one metric. Or do you want to raise your brands awareness? Then reach is your number one metric.

First, what is a KPI? A “Key Performance Indiactor” is a numeric metric that we can use to gage how well your socials are doing. In your accounts insights dashboard you will be able see metrics such as views, reach, engagement, followers and more.

When managing a brand’s social media presence, tracking the right Key Performance Indicators (KPIs) is essential for measuring success and making data-driven improvements. But with so many metrics available, which ones truly matter? Here’s a breakdown of the most important KPIs to focus on, based on your goals.

1. Engagement Metrics

Engagement measures how well your audience interacts with your content. A highly engaged audience is more likely to convert into loyal followers and customers.

• Likes & Reactions – Show the initial appeal of your content.

• Comments – Indicate deeper engagement and conversation.

• Shares & Retweets – Reflect content value and virality.

• Saves (on platforms like Instagram and Pinterest) – Show long-term interest.

• Engagement Rate – (Total engagement / Total followers or impressions) x 100. This metric helps gauge content effectiveness beyond just follower count.

2. Reach & Awareness Metrics

If your goal is to grow brand awareness, tracking how far your content spreads is key.

• Impressions – Number of times your content appears on a feed, regardless of engagement.

• Reach – The unique number of users who saw your post.

• Follower Growth Rate – (New followers / Total followers) x 100. A healthy growth rate means your content is attracting new audiences.

• Brand Mentions – How often your brand is tagged or mentioned online.

3. Conversion Metrics

Social media isn’t just about engagement—it should also drive business results.

• Click-Through Rate (CTR) – (Clicks on a link / Impressions) x 100. A high CTR means your content effectively encourages action.

• Website Traffic from Social Media – Trackable through Google Analytics, this tells you how much traffic social platforms are driving to your site.

• Conversion Rate – (Conversions / Clicks) x 100. Whether it’s signing up for a newsletter or making a purchase, this shows how effective social media is at driving key actions.

• Cost Per Click (CPC) & Return on Ad Spend (ROAS) – If you run paid campaigns, these KPIs measure the efficiency and profitability of your ads.

4. Customer Satisfaction & Retention Metrics

Loyal customers can be your best brand advocates.

• Response Rate & Time – How quickly and consistently you respond to messages and comments.

• Customer Satisfaction Score (CSAT) – Survey-based metric to gauge satisfaction after interactions.

• Net Promoter Score (NPS) – Measures how likely your audience is to recommend your brand.

• Retention & Loyalty Metrics – Returning customers and repeat engagement rates.

Final Thoughts

The best KPIs to track depend on your business objectives. If brand awareness is your goal, focus on reach and engagement. If conversions matter most, track CTRs and conversion rates. By regularly analyzing these metrics, you can optimize your strategy, improve content performance, and drive meaningful results from your social media efforts.

What KPIs do you focus on for your brand’s social media? Let us know in the comments!