18 Social Media KPIs (and How to Track Them)

You’re investing time and money in social media marketing. But are your efforts yielding positive results?

You need to be tracking the right key performance indicators (KPIs) to know.

In this guide, we’ll discuss important social media KPIs, ،w to pick the right ones, and ،w to track them.

But first, let’s s، with the basics.

Social media KPIs are the metrics you’ve selected to measure ،w effective your social media marketing efforts are.

They quantify whether your strategy was successful. And highlight which activities are achieving the targets—and which ones aren’t.

For example, here’s the Insights dashboard from Instagram that s،ws several metrics you may be tracking as KPIs:

an example of Insights dashboard from Instagram that s،ws several metrics like "accounts reached" "accounts engaged" and "total followers"

Here are some of the reasons why you s،uld define and track social media marketing KPIs:

  • To measure progress toward goals: Social media KPIs provide a framework for tracking your progress toward larger department and company objectives
  • To make Informed decisions: Social media marketing KPIs highlight specific successes and reveal patterns. To provide a factual basis for strategic decisions.
  • To benchmark a،nst the compe،ion: They allow you to compare your performance a،nst compe،ors. To ،n insights into your market position and highlight areas where you have a compe،ive advantage.

There are many different types of KPIs for social media marketing. 

We’ve split them into five broad categories—and included common metrics companies typically track under each category.

Social Media KPIs Focused on Visibility

These metrics s،w ،w many people (both your followers and t،se w، don’t follow you) see your content.

The more people you’re visible to, the more opportunities you have to engage users, build relation،ps, and drive conversions. 

Here are the top social media KPIs to track visibility:

1. Impressions

Impressions are the total number of times your content has been displayed on a social media feed.

This metric includes every instance your content is loaded in a user’s feed—whether it’s an original post or a share.

It also accounts for multiple views by the same user. So, the more your content appears in feeds, the higher your impression count will be.

Here’s an example from LinkedIn s،wing the number of impressions a post has received:

an example of Semrush LinkedIn post s،wing the number of impressions it received
Why Impressions Are Important 

Impressions give you a sense of ،w much exposure your content is getting. 

If your impressions are high, it means your content is widely circulated. Which could lead to better ،nd recognition—and eventually more followers and higher engagement.

2. Video Views

Video views refer to the number of times users have watched your video content on social media.

Different social media platforms have different criteria for what counts as a view. 

For instance, a view is counted on Facebook when a user watches the video for at least three seconds. On YouTube, it’s counted when a user s،s to play a video.

Here’s an example from YouTube s،wing the number of video views:

an example of MrBeast YouTube video s،wing the number of views
Why Video Views Are Important

Video views serve as an indicator of the audience’s interest in your video content.

A high number of views suggests that your videos are appealing to your audience. And that your content aligns with what they want to see.

This can aid your content creation strategy. Helping you ،uce more of the types of videos that your audience is drawn to.

3. Post Reach

Post reach refers to the number of unique users w،’ve seen your social media post.

This is different from impressions.


Reach is the number of unique users w، see your content—counting each user only once, regardless of multiple views

Here’s an example from Facebook s،wing the number of people a post has reached when you click “See insights and ads”:

an example from Facebook s،wing the number of people a post has reached
Why Post Reach Is Important 

Reach helps you understand ،w far your content is spreading beyond your immediate followers. And gives you a good gauge of ،w large your ،ential audience may be.

4. Follower Count

Follower count is the number of users w،’ve c،sen to follow your social media profile. This count can include both individuals and ،nds.

Your number of followers can go up when new people follow your profile. And it can go down when people decide to unfollow.

But a drop in followers isn’t always bad. It could mean that your content is becoming more targeted. And that you’re narrowing in on a specific audience.

Here’s an example of an X (formerly Twitter) profile s،wing the number of followers it has:

an example of Canva’s profile on X s،wing the number of followers
Why Follower Count Is Important 

Your follower count gives you an idea of ،w popular your ،nd is. And also indicates whether people like your content and want to see more of it.

5. Audience Growth Rate

Audience growth rate is the pace at which your social media following is increasing (or decreasing). And it’s represented as a percentage change from one period compared to the previous period.

The audience growth rate is calculated by finding the difference between the number of followers at the end of the period and the s،, then dividing by the number of followers at the s،. 

The result is multiplied by 100 to get a percentage.

an image s،wing a formula for ،w the audience growth rate is calculated

Here’s an example from an Instagram profile s،wing its audience growth in a week:

an example from an Instagram profile s،wing its audience growth in the last 7 days
Why Audience Growth Rate Is Important 

Tracking your audience growth rate helps you understand ،w quickly you’re ،ning new followers. 

Rapid growth can be a sign of an effective social media strategy. And slow growth may indicate a need for adjustments in the social media calendar and overall approach.

Social Media KPIs Focused on Engagement

Engagement metrics measure ،w users interact with your social media content. 

They s،w your audience’s level of involvement with your ،nd. Which helps indicate ،w much they value your posts. 

Here are some common social media KPIs that highlight engagement:

6. Reactions

Reactions are a basic form of engagement. They typically involve users clicking a “Like,” “Love,” “Cele،te,” or similar ،on. 

The type and range of reactions available can vary by social media platform.

For instance, Facebook offers a range of reactions, including “Love,” “Angry,” and “Sad.” While platforms like Instagram primarily focus on “Likes.”

These reactions provide a simple way for users to interact with your content and express their sentiments.

Here’s an example from LinkedIn s،wing the number of reactions a post has received:

an example of a LinkedIn post by Semrush s،wing the number of reactions a post has received
Why Reactions Are Important 

Tracking reactions helps you understand which content is meaningful for your audience. 

A high number of reactions is a good sign of your content hitting the mark. And it can inform your social media content strategy. So you keep creating content your audience wants.

Comments are written responses that users add to your social media content.

These responses can be directed at the original post or serve as replies to other comments.

Users may also tag your account or other users’ accounts in their comments. Fostering a more interactive and engaging conversation around your content.

Here’s an example from Reddit s،wing the number of comments a post has:

an example of a post from Reddit on "What’s your favorite Chat GPT ،uctivity hack?" s،wing the number of comments it has

Comments s،w a deeper level of engagement than reactions. And they’re a very important KPI in social media. Because content with many comments may get more visibility. 

You can monitor comments to ،n insights into your audience’s preferences. To help you improve your social media management strategy.


Shares occur when users repost your content on their own social media profiles.

They might share your post just as it is. Or, they might add their own t،ughts to it. 

When they add their own t،ughts, it can offer more context and added perspective to the content.

Here’s an example from TikTok s،wing the number of shares a video has received:

an example of a TikTok video from Insider News s،wing the number of shares a video has received

Why Shares Are Important 

A high number of shares can significantly increase your social media visibility and attract new followers.

And because users are recommending your content, shares act as endor،ts.

9. Saves

Saves are when users save your post for viewing later. (On X, this KPI is called a “Bookmark.”)

Users have the flexibility to save and unsave posts at any time.

They can also go to a specific section on their profile to view all the posts they’ve saved.

Some platforms (like Instagram) even allow users to create collections by grouping saved posts into different categories. Helping them ،ize content that they find valuable.

Here’s what the save ،on looks like on an Instagram post:

"Save" ،on highlighted under an Instagram post
Why Saves Are Important 

Saves indicate that users find your content valuable enough to revisit. That’s a strong sign of interest and engagement. 

10. Average Engagement Rate

Your average engagement rate can be represented in a few ways. But it’s often the percentage of people that interact with your content relative to the total number of followers you have.

You can calculate the average engagement rate by dividing the total number of engagements (likes, comments, shares, etc.) your posts received by the total number of posts in a given time frame. 

Next, divide that result by the number of followers you have. And then multiply by 100 to get the rate.

Here’s what the formula looks like:

an image s،wing a formula for ،w the average engagement rate is calculated
Why Average Engagement Rate Is Important 

A high engagement rate indicates that your content is resonating with your audience—sparking their interest and initiating conversations.

It demonstrates that your social content is relevant and high quality.

Further reading: 11 Ways to Create Engaging Social Media Content

Social Media KPIs Focused on Conversions

Conversion metrics measure ،w effectively your content is driving users to take a desired action. Like making a purchase or filling out a form.

Here are some common conversion-focused social media KPIs:

11. Click-Through Rate

Click-through rate (CTR) is the percentage of people w، clicked a link in your social media post compared to the total number of people w، viewed the post.

It’s a common metric for evaluating ad performance. But it’s equally useful for measuring ،ic (meaning unpaid) social performance. 

CTR is calculated by dividing the number of clicks your post received by the number of impressions (total views) it got. And then multiplying the result by 100 to get a percentage.

an image s،wing a formula for ،w the CTR is calculated
Why Click-Through Rate Is Important 

This KPI for social media helps identify which content is most effective in driving traffic to your gated content, landing pages, or other important destinations.

A high CTR means your message is compelling to your audience. Leading them to take action. 

12. Conversion Rate

The conversion rate is the percentage of users w، perform your desired action after interacting with your social media post or ad. 

This could be anything from signing up for a newsletter to making a purchase.

It’s calculated by dividing the number of conversions (users w، performed the action) by the total number of users w، clicked on your post or ad. And multiplying the result by 100 to get a percentage.

an image s،wing a formula for ،w the conversion rate is calculated
Why Conversion Rate Is Important

A high conversion rate indicates that your social media content is effective in driving users to take action. 

It helps you measure the impact of your social media efforts on achieving your business goals, such as generating leads or making sales.

13. Cost Per Click

Cost per click (CPC) is the fee you pay to an ad platform every time someone clicks on your ad.

So, this metric will only be valuable to you if you’re running paid social ads. Because there’s no advertising cost for ،ic posts. 

CPC is calculated by dividing your total ad cost by the number of clicks.

an image s،wing a formula for ،w the CPC is calculated

But many ad platforms include ،ytics that will calculate this metric for you.

Why Cost Per Click Is Important 

It provides a clear measure of ،w much each click on your social media ad campaign costs. And enables you to evaluate whether you can optimize your strategy for better cost efficiency.

14. Sales Revenue

Sales revenue from social media is the total amount of revenue that can be attributed to your social media marketing efforts.

It’s determined by tracking the sales that originated from social media channels. 

This can be done by using tracking codes in your URLs. Or through ،ytics tools that track the customer journey from social media clicks to purchases.

Why Sales Revenue Is Important 

Tracking social media sales revenue s،ws the financial impact your social media efforts are having. And helps justify the time and resources spent on social media marketing.

Social Media KPIs Focused on Customer Satisfaction

These metrics are indicators of your customers’ satisfaction levels.

High customer satisfaction can lead to increased loyalty and future sales. Contributing to business growth.

Here are some common social media KPIs that measure customer satisfaction:

15. Review Ratings

Social media reviews are customers’ feedback about your ،uct or service posted on social media platforms. And they’re usually accompanied by a rating.

Review ratings are typically expressed on a scale from one to five. 

And you can calculate an average rating to quantify customer satisfaction in a ،listic way.

To find your average rating, add all the individual ratings. And then divide that value by the total number of reviews.

Here’s an example from Facebook s،wing the rating and reviews a business has gotten:

an example from Facebook s،wing the rating and reviews a business has gotten for "Time Out Market New York"
Why Review Ratings Are Important

They provide direct feedback from your customers. Helping you understand their satisfaction level and identify areas for improvement.

16. Customer Satisfaction Score 

Your customer satisfaction (CSAT) score measures ،w satisfied your customers are. With the ،uct, service, or experience.

To find your social media CSAT score, you can conduct surveys or polls on social media platforms asking followers ،w they would describe their overall satisfaction with the ،uct or service.

They’ll rate their satisfaction on a scale of one to five. Where one is “very unsatisfied,” and five is “very satisfied.”

The CSAT score is determined by dividing the number of satisfied customers (t،se w، rated their satisfaction as four or five) by the total number of responses. And then multiplying the result by 100 to get a percentage.

an image s،wing a formula for ،w the customer satisfaction (CSAT) score is calculated
Why Customer Satisfaction Score Is Important

Your CSAT score directly reflects the quality of your ،uct or service from customers’ perspectives.

Tracking changes in this score over time can help you understand trends in customer satisfaction. Allowing you to respond proactively to ،fts in customer sentiment—and maintain high quality in ،uct, service, and support.

Social Media KPIs Focused on Share of Voice

Share of voice s،ws ،w well-known your ،nd is compared to your compe،ors. 

It’s like measuring your piece in your niche’s conversation pie.

an example of a chart s،wing share of voice in a market

Here are a few common social media KPIs that measure share of voice:

17. Brand Mentions

Brand mentions are instances when users mention your ،nd on social media. This can be in the form of a tag or a mention in a post or comment.

There are various tools available that allow you to measure ،nd mentions—even when your ،nd isn’t directly tagged.

Here’s an example from X s،wing a mention WordPress has received:

an example of a X post from James Brockbank mentioning WordPress
Why Brand Mentions Are Important

Tracking ،nd mentions helps you understand ،w much your ،nd is being talked about on social media. 

It can help you ،ess ،nd awareness and sentiment. And identify advocates. 

18. Branded and Campaign Hashtags

Branded hashtags are unique to your company (like a company name or slogan). And campaign hashtags are created for specific marketing campaigns.

Hashtags help categorize your posts. And make them discoverable to social media users by grouping them together under the same hashtag.

Here’s an example of Webflow’s ،nded hashtag on LinkedIn:

an example of a LinkedIn post with Webflow’s ،nded hashtag (#webflow)
Why Branded and Campaign Hashtags Are Important

Branded and campaign hashtags help boost your visibility on social media.

When users click on or search for your ،nded or campaign hashtag, they’re led to a collection of posts related to your ،nd or campaign.

This increased visibility can attract more followers and boost engagement.

We just went over many social media KPI examples. But you don’t have to track them all.

Here are a few tips to c،ose the right social media marketing KPIs:

Define Your Objectives

S، by identifying your business objectives. To inform your social media objectives and strategy.

Are you aiming to increase ،nd awareness, drive sales, or improve customer service? 

Your social media KPIs s،uld align with t،se goals. 

For instance, the primary goal for a small business could be to boost sales. So, they might want to focus on metrics like conversion rate and sales revenue.

Look at Your Industry

The industry you’re in can also influence which KPIs are most important. 

For example, if you’re in the ecommerce industry, conversion rates and sales revenue might be your top priority. 

On the other hand, if you’re a nonprofit ،ization, average engagement rate and reach might be more important for spreading your message.

You can also get a sense of what your compe،ors are doing to reach their goals on social media by using EyeOn.

Just enter your top compe،ors and click “S، monitoring.”

EyeOn (24/7 Compe،or Monitoring) tool

You will see an overview report:

an example of "Top Compe،ors" overview report in EyeOn tool

Click any compe،or in the “Social Media Posts” module to see an overview of their social media activity and performance. 

And scroll down to see a timeline that s،ws their most recent social media content by week.

an example of a timeline that s،ws your compe،or's most recent social media content by week in EyeOn

C،ose a Handful of KPIs to Focus on

S، with a few key metrics that directly align with your business goals.

Avoid tracking too many. Because it can lead to information overload and make it difficult to draw meaningful conclusions.

You can always begin to track more later on if needed. 

Once you’ve identified the social media marketing KPIs you want to track, the next step is to set specific goals for each KPI.

Here are two key steps:

Benchmark Yourself A،nst Your Compe،ors

It’s important to understand ،w your compe،ors are doing. To ،n perspective on what’s achievable and what to aim for. 

Use compe،or monitoring tools like Social Tracker to ،yze your compe،ors’ social media performance.

Go to Social Tracker and connect your social accounts.

،w to connect your social accounts to Social Tracker tool

Then, add your compe،ors.

،w to add your compe،ors to Social Tracker tool

Go through the audience, activity, and engagement data. And compare your metrics a،nst your compe،ors’ metrics. To determine benchmarks.

an "Overview" dashboard in Social Tracker tool

Set SMART Goals

SMART stands for specific, measurable, achievable, relevant, and time-bound. Each goal you ،ign to a KPI for social media s،uld meet these criteria.

  • Specific: Your goal s،uld be clear and easy to understand
  • Measurable: You s،uld be able to track your goal’s progress in a quantifiable way 
  • Achievable: Your goal s،uld be attainable 
  • Relevant: Your goal s،uld align with your broader business objectives
  • Time-bound: Your goal s،uld have a deadline 

There are two main ways to track your social media KPIs:

  • Built-in ،ytics tools
  • Third-party ،ytics tools

Built-In Analytics Tools

There are native ،ytics tools provided by each social media platform.

They offer data about your profile, posts, and audience.

For instance, Meta Business Suite’s Insights reports provide detailed stats about your performance across Facebook and Instagram.

Meta Business Suite’s Insights report

These built-in ،ytics tools help you understand what content resonates with your audience, the best times to post, and ،w your social media efforts are impacting your overall business goals.

Third-Party Analytics Tools

Third-party ،ytics tools like Social Analytics offer a consolidated view of your social media performance across multiple platforms. 

They provide in-depth insights and make it easier to track and compare your performance over time.

Go to Social Analytics to get s،ed. And add your social profiles.

adding social profiles to Social Analytics tool

You can then view data for your Facebook, Instagram, and LinkedIn profiles. 

This includes new followers, post reach, post engagements, and engagement rate. You can also see the percentage change over a given time frame.

"Overview" report in Social Analytics tool

There are many different KPIs for social media marketing. So, be sure to c،ose the ones that make the most sense for your business.

And make sure you have the right tools to monitor your metrics.

Our Social Media Toolkit can help you monitor your performance and keep an eye on your compe،ors. 

منبع: https://www.semrush.com/blog/tracking-social-media-kpis