What Are Social Media KPIs I Should Track?

The social media KPIs you should track depend on your goals, but the most useful include reach, engagement rate, follower growth, click-through rate, conversions, and cost per result. Focus on a few that connect directly to business outcomes.

Likes and follower counts are easy to see but do not always show business impact. Good KPIs link social activity to real results.

Which KPIs Matter for Awareness?

Use these when you want more people to know your brand.

Track:

• Reach and impressions
• Video views and watch time
• Follower growth rate
• Share of voice and brand mentions
• Profile visits
• Saves and shares

Which KPIs Matter for Engagement and Traffic?

Use these to see whether people care about your content.

Track:

• Engagement rate (likes, comments, shares, saves)
• Comments and replies, which show conversation
• Click-through rate (CTR) on links
• Website visits from social
• Story and Reel completion rates
• Direct messages received

Which KPIs Matter for Sales and ROI?

Use these to connect social media with revenue.

Track:

• Leads generated
• Conversion rate from social traffic
• Cost per lead and cost per acquisition
• Revenue from social campaigns
• Return on ad spend (ROAS) for paid posts
• Customer retention and repeat purchases

Conclusion

Choose KPIs that match your goals and review them regularly. A small set of meaningful metrics will tell you more than a long list of vanity numbers.