Agent efficiency, automation, and operational insights
In the past, marketers focused on gathering as much data as possible, rather than focusing on the right data. If you want to be successful in a data-cluttered world, your social media marketing team needs to strategically decide which metrics to collect to exhibit the value of your social media strategy.
Awareness KPIs indicate the number of people aware of your brand, including how many see your posts, ads, or pages.
Number of times a pos was seen (not unique)
|Organic impressions||Number of times a post was seen without paid promotion|
|Paid impressions||Number of times a post was seen because of shares of the post|
|Viral impressions||Number of times a post was seen because of shares of the post|
|Reach||Unique number of people who saw a post|
|Followers / Fans||Unique number of people who are following|
Number of times each user saw one of your ads
|Impressions + Reach|
Engagement KPIs show how people interact with your brand. For example, if they viewed a post, left a comment, or clicked on a link.
Number of 'likes' on a post
|Comments / Replies||Number of user comments on a post|
|Shares / retweets|
Number of times a post was shared by a user to their own timeline
|Reactions||Similar to likes, but can express different emotions: like, heart, haha, wow, sad, mad|
|Total Clicks||A click anywhere on a post (enlarge image, hashtag, url, user handle, etc.)|
|A click specifically on a URL (sometimes need to use link shortener clicks if URL or link clicks are not available, such as on LinkedIn)|
Number of people who viewed a video (amount of time varies by platform - for Instagram & Twitter it's 3 seconds, Youtube it's any amount of time)
|Video Plays||Clicks to play a video|
|10s Video Views||Video views that were at least 10 seconds|
|3s Video Views||Video views that were at least 3 seconds (same as general video view metric)|
|Media Views||Video views, but also include click to enlarge a photo if it's not a video post|
|Engagement Rate||Hoe many times a post was interacted with out of how many times the content was viewed. Sometimes shares are not included if it's not available on the platform, such as Instagram. Also, YouTube is divided by video views, not impressions.)||Spredfast definition: (Likes or reactions + Comments + Shares) / Impressions|
|View Rate||A measure of how many times a video was viewed for 3 seconds or more (unless using 10s video views) out of how many times the video post was viewed. (Use impression count for video content only)||Video views + Video Impressions|
|Click-through Rate||A measure of how many times a link in a post was clicked out of how many times the URL was viewed||URL clicks + Impressions|
Paid KPIs show the effectiveness of your online advertising, such as how much it costs for people to see, engage, and convert from your ads.
|CPM (cost per 1,000 views)||Paid / Add Platforms||The cost of 1000 people seeing your ad||(Spend * 1000) / Impressions|
|CPC (cost per click)||Paid / Add Platforms||The cost of each person clicking on your link||Spend / Clicks|
|CPE (cost per engagement)||Paid / Add Platforms||The cost of any engagement with the post (likes, comments, shares, photo views, button clicks, etc.)||Spend / Engagements|
|CPR (cost per result)||Paid / Add Platforms||The average cost per result from your ads (follows, link clicks, engagement, video views, etc.)||Spend / Results|
|ROAS (Return on ad spend)||Paid / Add Platforms||How much money your investment in paid ads made for every dollar spent||Dollars made / Dollars spent|
|CPA (cost per conversion)||Paid / Add Platforms||How much you are spending per conversion||Spend / Conversions|
CPI (cost per install)
|Paid / Add Platforms||How much you are spending per mobile app install||Spend / Mobile app installs|
Referral KPIs reveal how people who come to your site from social media interact. You can discover the volume of referral traffic you get from social media networks, the number of visitors from each social media channel, and what they do once they come to your website.
|Site Visits||Number of times users entered your site (not unique)|
|Page Views||Number of times users viewed a specific page|
|Time on Site||Length of time a user spent on your site (the length of the session before a user exited or the site became inactive)|
|Time on Page||Length of time a user spent on a specific page|
|Bounce Rate||People who left your site before viewing any content||Number of times a user immediatedly left your site / Number of times a user landed on your site|
We hope this comprehensive list of KPIs gives you the peace of mind to feel confident in knowing what you should measure. With the right social media management tool, measuring these metrics is even easier. Get a demo to learn more.