Social Media Metrics That Matter: 8 Must-Track KPIs

social media

In today’s digital world, social media has become a vital tool for businesses to build rapport with their target audience, promote their brand, and drive more sales. However, with the vast amount of data generated from social media platforms, it can be difficult to determine which metrics truly matter. 

To help you make sense of the numbers and gauge the success of your social media strategy, we’ve compiled a list of the top 8 key performance indicators (KPIs) that every business should track.

1. Follower Growth

One of the most basic but essential social media metrics is the growth of your followers. A steady increase in followers is a clear indication that your content and messaging resonate with your target audience. Keep an eye on your follower count and analyse the growth rate to ensure you’re on track to achieve your marketing goals.

2. Engagement Rate

Engagement is a critical aspect of social media, as it demonstrates how well your content is capturing the attention of your audience. The engagement rate is the number of likes, comments, and shares your content receives compared to your total follower count. A high engagement rate signifies a strong connection with your audience and the effectiveness of your content strategy.

3. Impressions and Reach

Impressions are referred to as the total number of times your content is displayed on users’ feeds, while reach is the number of unique users who have seen your content. Tracking both of these metrics will help you understand the visibility of your content and how well it’s spreading across the platform. Higher impressions and reach can lead to increased brand awareness and a larger audience.

4. Click-Through Rate

The click-through rate (CTR) measures how many users clicked on the links within your social media content. This metric is specifically important for businesses that primarily use social media to drive traffic to back to their website or online store. A high CTR means that your content is compelling enough for users to take action, while a low CTR may suggest that your content or calls-to-action need improvement.

5. Conversion Rate

Conversion rate refers to the percentage of users who take a desired action after clicking on your social media content, such as downloading an eBook, signing up for a newsletter, or making a purchase. This metric is crucial for understanding the ROI of your social media efforts and can help you make data-driven decisions about your marketing strategy.

6. Share of Voice

Share of voice measures your social media’s brand presence and visibility and compares them to your competitors. By tracking your share of voice, you can gauge your brand’s impact in your industry and identify specific areas where you may need to improve your social media efforts.

7. Sentiment Analysis

Sentiment analysis involves analysing the tone and emotion behind users’ comments and reactions to your content. This metric can provide valuable insights into the public perception of your brand and help you point out potential issues that need to be addressed.

8. Social Media ROI

Return on investment (ROI) is an essential metric for any marketing effort, and social media is no exception. Calculate your social media ROI by comparing the revenue generated from your social media campaigns to the total cost of running them. This will help you know whether your social media strategy is effective and identify areas for improvement.


With these eight must-track KPIs, you can better understand the success of your social media strategy and make data-driven decisions to improve your results. Take note that not all metrics are created equal, and it’s vital to focus on the KPIs that align with your specific business goals. By monitoring these metrics regularly, you can gain valuable insights into your audience, content, and competition, and take your social media efforts higher. So, start tracking these metrics today and watch your social media presence soar!

Looking for a reliable social media marketing agency in London? Then look no further than One of One Group! We offer innovative solutions to help you achieve your social media marketing goals and stand out from the competition. Don’t let your social media presence fall behind the pack. Contact us today and discover how we can help you leverage your business through effective social media marketing strategies!