19 Social Media KPIs You Should Be Tracking

Social Media

Tracking Key Performance Indicators (KPIs) in social media is essential for measuring success, optimizing strategies, and achieving business goals. Here are 19 Social Media KPIs you should monitor:

Engagement Metrics

  1. Likes & Reactions – Measure audience appreciation of your content.
  2. Comments – Track audience interaction and conversation depth.
  3. Shares & Retweets – Reflect content virality and audience endorsement.
  4. Mentions & Tags – Show how often users refer to your brand.
  5. Click-Through Rate (CTR) – Measures the percentage of users clicking on your links.
  6. Engagement Rate – (Total interactions / Total followers) × 100; assesses content effectiveness.

Awareness & Reach Metrics

  1. Impressions – Total times your content appears on users’ screens.
  2. Reach – Unique users who saw your content.
  3. Follower Growth Rate – (New followers / Previous followers) × 100; evaluates brand expansion.
  4. Share of Voice (SOV) – Compares your brand’s mentions versus competitors.

Lead Generation & Conversion Metrics

  1. Lead Conversion Rate – Percentage of social media leads that convert into customers.
  2. Customer Acquisition Cost (CAC) – Measures how much you spend per acquired customer via social media.
  3. Return on Investment (ROI) – Revenue generated from social media vs. spending.
  4. Social Media Referral Traffic – Visitors coming from social channels to your website.
  5. Bounce Rate from Social – Percentage of users leaving your site immediately after arriving from social media.

Customer Experience & Retention Metrics

  1. Response Time – How fast your brand replies to customer inquiries.
  2. Customer Satisfaction Score (CSAT)Customer happiness with your brand on social platforms.
  3. Net Promoter Score (NPS) – Measures how likely customers are to recommend your brand.
  4. Customer Retention Rate – Tracks how many social media-driven customers stay loyal over time.

Here are some top tools to track social media KPIs effectively:

1. Engagement & Awareness Tracking

  • Hootsuite – Monitors engagement, reach, and impressions across platforms.
  • Sprout Social – Provides in-depth engagement analytics and audience insights.
  • Buffer – Tracks likes, shares, and comments with easy-to-use reports.

2. Lead Generation & Conversion Tracking

  • Google Analytics – Measures referral traffic, bounce rate, and conversions from social media.
  • HubSpot – Tracks lead generation and customer acquisition cost (CAC).
  • Bitly – Monitors link clicks and CTR for social media campaigns.

3. Customer Experience & Retention Tracking

  • Brandwatch – Tracks brand mentions and sentiment analysis.
  • Zoho Social – Measures response time and customer interactions.
  • Sprinklr – Monitors Net Promoter Score (NPS) and customer satisfaction (CSAT).

Here are the best tools for tracking social media KPIs, categorized by platform:

1. Instagram & Facebook

  • Meta Business Suite – Tracks engagement, reach, impressions, and follower growth.
  • Hootsuite – Provides in-depth analytics, scheduling, and performance tracking.
  • IconosquareSpecializes in Instagram and Facebook analytics, including engagement rate and audience insights.

2. Twitter (X)

  • Twitter Analytics – Measures impressions, engagement, and follower growth.
  • Brandwatch – Tracks mentions, share of voice (SOV), and sentiment analysis.
  • Sprout Social – Offers detailed reports on engagement, CTR, and social ROI.

3. LinkedIn

  • LinkedIn Analytics – Monitors post-performance, follower demographics, and lead generation.
  • Shield App – Tracks engagement rates, profile views, and post reach.
  • HubSpot – Integrates LinkedIn data to measure lead conversions and ROI.

4. TikTok

  • TikTok Analytics – Provides data on video views, engagement, and audience demographics.
  • Pentos – Tracks competitor performance, follower growth, and engagement trends.
  • TrendTok – Helps identify trending sounds and hashtags for better reach.

5. YouTube

  • YouTube Studio – Monitors watch time, audience retention, CTR, and subscriber growth.
  • Vidooly – Tracks video engagement, sentiment, and competitor insights.
  • TubeBuddy – Provides keyword insights, CTR analysis, and video performance tracking.

6. Pinterest

  • Pinterest Analytics – Measures impressions, saves, clicks, and conversions.
  • Tailwind – Schedules pins and provides engagement analytics.

To choose the best social media tracking tool, consider your business goals:

1. Brand Awareness & Engagement

  • Best for multi-platform tracking: Hootsuite, Sprout Social
  • Best for Instagram & Facebook: Meta Business Suite, Iconosquare
  • Best for TikTok & YouTube: TikTok Analytics, TubeBuddy

2. Lead Generation & Conversions

  • Best for website traffic & ROI: Google Analytics, HubSpot
  • Best for LinkedIn lead tracking: LinkedIn Analytics, Shield App
  • Best for eCommerce (Pinterest & Instagram): Pinterest Analytics, Tailwind

3. Customer Experience & Reputation Management

  • Best for tracking brand mentions: Brandwatch, Sprinklr
  • Best for social media customer service: Zoho Social, Sprout Social

Here’s a comparison table of the top social media tracking tools based on key business objectives:

ToolBest ForPlatformsKey FeaturesPricing
HootsuiteMulti-platform trackingAll major platformsScheduling, engagement, analyticsStarts at $99/month
Sprout SocialEngagement & analyticsAll major platformsSocial listening, reportingStarts at $249/month
Google AnalyticsWebsite traffic & ROIAll platforms (via website)Tracks referrals, conversionsFree
HubSpotLead generation & CRMFacebook, LinkedIn, TwitterTracks leads, ROI, customer insightsStarts at $18/month
BrandwatchReputation managementTwitter, Facebook, InstagramSocial listening, sentiment analysisCustom pricing
Zoho SocialCustomer serviceFacebook, Instagram, TwitterMonitoring, automated responsesStarts at $15/month
IconosquareInstagram & Facebook AnalyticsInstagram, FacebookEngagement tracking, reportsStarts at $49/month
TubeBuddyYouTube performanceYouTubeVideo SEO, engagement analyticsFree & paid plans
TikTok AnalyticsVideo performance trackingTikTokViews, engagement, audience insightsFree
Pinterest AnalyticseCommerce & conversionsPinterestPin performance, referral trafficFree
LinkedIn AnalyticsB2B lead trackingLinkedInFollower insights, engagementFree

The best tool depends on your industry, platforms, and objectives (engagement, lead generation, or brand awareness). Choosing the right one ensures data-driven decision-making and better ROI.

Conclusion:

Tracking the right social media KPIs is essential for measuring success, optimizing strategies, and achieving business goals. By using the right tools – such as Hootsuite for multi-platform tracking, Google Analytics for conversions, and Brandwatch for reputation management—you can gain valuable insights and improve performance.

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About the Author: Ranjit Ranjan

More than 15 years of experience in web development projects in countries such as US, UK and India. Blogger by passion and SEO expert by profession.

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