10 essential social media KPIs to track right now

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Share of voice

Share of Voice is a metric that shows how popular your social media presence is compared to the competition. This metric is arguably one of the most important metrics to measure because it will give you further details on why other brands may be more popular than yours. Share of Voice can also help you with brand management, campaign tracking, consumer insights, and public relations.


Total reach tells you how many unique people you’ve reached with your posts in a given period of time. It’s a great way to see if your audience has grown or declined.

Engagement rate

For any brand or business, social media is where conversations and engagement take place. It’s a great place to listen to what your audience is saying about you and your products — as well as engage with them.

Number of followers

The number of followers you have is what we marketers like to call a “vanity metric” (or a metric that looks good on paper but may not be the best indicator of your social media’s health). Your number of followers will populate at the top of your social media account page to show you how many people are following along with your content.


Have you ever heard of the phrase “sharing is caring”? Well, it really is in the world of marketing. Every time someone on social media shares your content, social media algorithms recognize that share. The algorithm then will continually showcase your content to more and more people online!


Another KPI to track is impressions. Although impressions don’t always translate to direct sales, impressions are still important to look at nonetheless. Impressions are the number of times your post was shown to users. Impressions do not take into account whether the user engaged with the post, but it will show you if the algorithm is starting to showcase your posts more or not. The higher your impressions, the more likely your content will be shown to a person who may have never heard of your brand before. You can view your impressions in free tools like Google Analytics to help you get a holistic view of your campaigns.

Click-through rate

Click-through rate (or CTR) is where the money is — quite literally. Click-through rate refers to the number of times a post has been clicked on in comparison to the total number of people who have seen that specific post.

Watch time

As the name sounds, watch time is a key performance indicator (KPI) for social media that measures the average amount of time an audience member spends watching your content. The total watch time on your social media channels can be a great way to assess the effectiveness of your video marketing strategy and analyze the success of individual videos.


Cost-per-click (CPC) is an important metric to measure if you are running advertisements on social media platforms. In short, CPC is the amount you pay every time someone clicks on an ad. If you’re using TikTok Ads or Facebook Ads, your CPC would be the amount that it costs you every time someone clicks on that specific social ad. The goal of your social media managers would be to lower your CPC while ensuring that your ads are driving revenue.


It’s not new news to anyone that social media is a major part of many marketing strategies. It’s not enough to just build a Facebook page and wait for customers to come knocking; you have to closely monitor your social media channels to see what content resonates with your audience and how you can better connect with them. One way to better assess the success of your individual posts is to track how many “likes” or “reactions” your post has. When your audience interacts with your content, social media algorithms will be more likely to showcase your post more frequently in your audience’s feed.


In the end, it’s up to you and your organization to decide which KPIs you need to analyze the most. If you are focusing on gaining traction with short-form video in 2022, watch time may be a critical KPI for your marketing team to analyze as opposed to “retweets.” Or, let’s say you want to focus on Facebook Groups this upcoming year; you may be more interested in getting engagement on posts within the Facebook group instead of how many likes you are receiving on one post via your regular Facebook page.



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