7 SMM KPIs to Track on Social Media

Like any other marketing channel, SMM requires an assessment of the effectiveness of actions. For this, KPIs are used, which allow you to get a complete picture of the project. Tracking indicators will allow you not only to determine the effectiveness of the team’s work in certain areas, but also to demonstrate the results to the customer.

Key SMM KPIs Worth Tracking

Analytics offers such a large number of metrics that choosing the most necessary ones can sometimes be difficult even for a specialist. Therefore, it is worth selecting the most important ones, focusing on the specifics of the project and its promotion.  specific database by industry Below are the metrics that experienced SMM specialists recommend.

1. Number of subscribers

One of the most common metrics in the SMM sphere. This is a basic indicator, since the manager’s primary task is community growth. It depends on such factors as the quality of the offered content, geolocation, clear segmentation of the target audience, a well-formulated USP, etc.

The number of subscribers can be easily inflated, but the negative consequences of this will not take long to appear. If you have such suspicions, it is worth studying the profiles of subscribers. Information about them can be compared with information about your target audience and identify bots.

Different social networks allow you to track the ways in which subscribers come. For example, on Facebook you can count users who came organically without advertising, but through search, guest posts, recommendations, etc. If the audience is  sault data large, this means that you offer useful content, and subscribers are interested in the brand.

2. Audience reach

This metric shows the number of users who are part of your real social audience and the number of users your posts can reach. Audience reach includes the following metrics:

• audience growth – the number of users who subscribed and unsubscribed over a certain period of time (divide the number of new subscribers by the total number);
• search position (the place occupied by the advertisement when a request is made);
• mentions of the brand or company name during the reporting period;
• number of subscribers ;
• publication reach (the number of users who were shown the page);
• possible impressions (the number of users who could have seen the publication);
• audience percentage (who sees a brand’s publications compared to a competitor’s posts);
• audience disposition (the ratio of positive and negative reviews to the total number of mentions);
• number of views of the video , if one is published.

Simply put, this metric shows how many people have interacted with a page’s posts at least once. This could be total reach or reach for specific posts. And it’s worth noting that social networks always only count unique users.

Reach is also characterized depending on  digital migration and social network substitution. where is business going from instagram and facebook? traffic channels – organic (depends on the number of subscribers and frequency of publications), paid (obtained through advertising) and viral (users who are not subscribed to the page, but saw the content thanks to reposts).

3. Clicks or transitions to the site

If you have a website, it is important to track the number of transitions to it from social networks. This can be done in web analytics systems. The process will be easier if the links have UTP tags. This will help you understand the effectiveness of each post.

Experts do not recommend setting strict traffic requirements in the first months of work. It will take time to establish a trusting relationship with the audience – there will not be many people willing to follow unfamiliar links.

Over time, the larger the audience becomes, the more people should visit the site. It is important to understand why the number of clicks increases – due to audience growth or interest in products and services and a willingness to place an order. These indicators can also be tracked.

4. Conversions

The user’s execution of a call to action can be considered a conversion. The conversion rate is calculated based on how many users out of the total number performed the target action. To optimize this indicator, you will need to collect the following data.