12 Must-Know Social Media KPIs You Should Focus On

Do you know how to determine the success of your social media marketing efforts? Are you getting a better ROI on your social media campaigns? How about your marketing strategy – does it still yield the best results? 

To make sure that you’re not wasting your time, effort, and resources on a marketing plan that isn’t working, you need to monitor various social media KPIs (key performance indicators). 

What are KPIs? 

Key performance indicators are more than vanity metrics, such as the likes, shares, and clicks you get from your posts. They are measurements that can help reach your goals – from boosting brand exposure to driving quality leads. 

However, you need to monitor the right social media metrics for your brand to make sure that you’re on the right track. 

One way to do this is to use tools like Google Analytics. Once you identify and understand these crucial indicators, you will be able to know what is working for your brand, where you’re going wrong, and which campaigns are failing and need improvement.

12 Social Media KPIs To Focus On 

Learn more about your valuable key performance indicators to tailor campaigns that match your business goals and prospects’ needs. 

Here are the important metrics to track: 


This metric answers the question “How many audiences are you able to reach across social media?”. They can be your followers or friends who have shown a clear interest in receiving compelling content from you. 

This indicator shows the total number of users who can view your content, share it with their social circle, retweet it, and comment on it. 

However, it is important to understand that having thousands, or even millions of followers can become irrelevant if they don’t really interact with your brand. They should engage with your content in order to connect with you. 

That being said, knowing that your reach is high enough should give you the needed motivation to level up your campaigns. 

#2 Generated Impressions

Social media impressions represent the number of people who see your content – whether by going through your profile or while scrolling their feed. 

These audiences don’t need to like, comment, or share the content in order to consider them as impressions. However, it is better to say that when your number of generated impressions is high, you’re truly connecting to more people on social, which is obviously a good thing.

#3 Social Media Influencers

Social media influencers are people who already have thousands or millions of audiences, and strong established brands. They can help spread awareness about a certain product, topic, or service through the community they’re built. 

The number of social media influencers represents how successful a brand is. If a couple of influencers reach out to you for collaboration, it simply indicates that you’re taking the right steps and that your business is seen as trustworthy and high-quality by many people. 

#4 Share of voice

This is a social media KPI that measures brand exposure based on conversations across major platforms. 

It is a measurement of your brand’s exposure when compared to your competitors’, which shows how your efforts are leading to real buzz about your business. 

You should analyze your competitors if you don’t find a conversation surrounding your company or offerings. This will allow you to determine what needs to be improved on your campaigns to make them work. 

#5 Clicks

The person who clicks your link is most likely to convert. Attracting your target audience or those who will most likely get interested in what your business can offer will help increase your chances of generating more leads or sales. 

Also, keep an eye on your bounce rates. They indicate that people are leaving right after visiting your page. If your bounce rate is high, it simply means that your landing page or content is ineffective or irrelevant. You might want to reconsider the type of content you’re sharing with your target audience if this happens. 


The number of likes you’re generating is a strong sign that your content speaks to the hearts of your potential customers. 

When your social media content generates a high number of likes, it gains credibility to audiences who come across it. This metric becomes very authentic, too, as people tend to associate themselves or be a part of something that is liked and supported by others.  


The number of likes and comments that your content is getting are just two of the KPIs to measure when your goal is to boost audience engagement. Another important metric to consider is the number of shares of your content. 

When a large number of people share your post or blog, it simply shows how loyal your existing and potential customers are, and how confident they are in advocating or referring your products or services to other people. 


It is a critical metric to track because engaging in discussions with your target market opens a lot of opportunities. If your content produces many comments from different audiences, it simply shows that your post is relevant, informative, and entertaining enough. 

On the other hand, if your content isn’t generating the number of comments you expected, you need to produce posts that spark conversations.

Comments are a great way to attract your prospects. Just make sure that as you encourage them to write comments, you monitor them and respond instantly and positively. 

#9 Social Mentions

Tracking social media users that mention your brand is also important because it will reveal how many of them are talking about you on a particular platform. You will be able to have an opportunity to make things better each time a person mentions you. 

They may or may not be following your social media pages, but their feedback and comments matter because they will allow you to learn what your prospects think about your products or services. 

These mentions are insightful and can lead to something positive. However, you really need to take action and be serious enough to make a change if you want to get better results. 

Maintain your good reputation online and provide your audience with the answers they are looking for by tracking your mentions through social media analytics tools. 

#10 Direct Sales

The time, resources, and effort you put into social media marketing should be worth it, which can only happen if you’re generating more sales and revenue. To know if everything is working out, it’s important to measure your direct sales. 

This metric will give you a fair idea of how much each customer is worth, and how much planning and effort should be done on your side to make your investment worthwhile. 

#11 Indirect Sales

Indirect sales may come from qualified leads that convert into a paying customer. A qualified lead can be a prospect from your lead-tracking system that has already expressed interest in buying your product or service. 

This number is also relevant because it shows the lead conversion rate, which is a metric you don’t want to miss.

#12 Leads

The number of engagements that haven’t resulted in a sale yet is also a vital social media KPI. You should keep the contact information, like email addresses, of potential or prospective clients. 

They can be used for social media campaigns, send them email updates about your product or service, and more. 

If you need help in tracking your social media KPI, Easy Media Team is here to help you out!

You can book a free consultation with us today!