blog post

10 Social Media KPI Data Points to Grow Your Brand

Florian Cabirol
October 26, 2023
10 Social Media KPI Data Points to Grow Your Brand

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The tutorial

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The tutorial

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The tutorial

When you feel under the weather, you head to the doctor to see what is wrong. After reading some outdated magazines and discussing the situation, the physician performs an examination to gauge what your symptoms mean, if anything.

Social media KPIs allow you to create a diagnosis for your brand, like that doctor determining what is wrong with you when feeling sick.

Knowing metrics like engagement rate, follower count, and customer lifetime value helps you understand how well you connect with your audience.

What Are the Best Social Media KPIs to Use for Brand Growth?

The best key performance indicators depend on your brand’s specific goals. Every business is different, so some might want to include all the following KPIs when focusing on growth, while others might choose a combination of them.

In either case, these are the primary data points to review in your social media digital marketing report.

1. Engagement Rate

This key performance indicator is one of the go-to information points for understanding how your social media resonates with a target audience. It measures interactions with your content as a percentage of reach or impressions. []

Most social media platforms track likes, comments, shares, and clicks. These elements might have different names, like “favorites” or “retweets.”

Although several formulas are available to help you determine your KPI, the most common methodology delivers adequate information to evaluate. Here’s how to calculate it.

  • Take the total number of all trackable engagements from a single post, including likes, comments, and shares.
  • Divide that number by the total follower count on the specific social media platform for the day your post went live.
  • The final percentage is your engagement rate.

If you have 100 followers and two likes, you’d have an engagement rate of 2%.

Why is this social media KPI crucial to review? A high percentage signals that your content hits the mark. In return, you can tailor future posts to reinforce the value your followers want. 

A low KPI can be corrected by posting when your audience is active, asking questions, and using hashtags to extend your reach. 

2. Reach and Impressions

For this KPI, you have two data points to review. Reach is the number of unique users who see your post. If one person sees a post three times, they still count as one.

Impressions will measure the total number of times your post has been displayed on someone's screen, regardless of clicks. If that same person sees a post three times, that counts as three impressions.

These metrics give you an idea of brand visibility. More reach and impressions often mean more awareness. However, a high reach with low engagement might indicate that your content is widely seen but needs to be more compelling to earn a click.

Posting high-quality content is the golden rule here. It naturally garners more shares and views.

Finally, it is essential to remember that high reach and impressions don't automatically mean high engagement or conversion. It's just the first step in a longer journey for your digital marketing investments. 

3. Follower Growth Rate

Looking at this social media KPI lets you see how fast your audience expands or contracts. It puts your momentum into a measurable metric. []

If you start with 2,000 followers and gain 200, your growth rate would be 10%.

You can engage with a significantly bigger community when you have more followers. People see your ideas or offers as having credibility, reinforcing the value proposition in your digital marketing investments.

A rising follower count often means more people are becoming aware of your brand or business. If you see this figure shrinking or staying static, some steps can be taken to reverse those trends.

  • Regular posting on each platform to keep all your social media profiles active keeps your audience engaged and attracts new followers.
  • High-value content that educates, entertains, or inspires is more likely to be shared, drawing in new followers.
  • Partnering with other brands or influencers can expose your profile to their followers.
  • Responding to comments and messages can make followers feel valued, making them more likely to stick around and advocate for you.

While growing your follower count is great, the quality of those individual accounts is equally crucial to consider. You want an audience that's genuinely interested in your brand. Focusing on the numbers only can deliver false positives for your digital marketing report.

4. Conversion Rate

When looking at this KPI, you'll see a direct measure of your social media's effectiveness. If people come to your profile without converting, that serves as a red flag that something needs to be fixed. []

Maybe your product descriptions are unclear, your call-to-action buttons are hidden, or your prices are uncompetitive. Imagine going to a dance party, but no one wants to dance. You know something is off, so it is time to find out what needs repair.

A higher conversion rate usually means better user experience and more profit. It can also lower your acquisition costs.

Your goal is to find people who want to become loyal customers. Although one-time sales are better than nothing at all, repetitive transactions can lower your marketing costs.

Resources like Catchr provide the integrations your brand needs to succeed in this area. You can control what you see on your digital marketing report by transferring information from Shopify, Matomo, Facebook Ads, and others.

5. Click-Through Rate

CTR shows the percentage of people who clicked on an ad, website link, or any call-to-action after seeing it on your social media accounts.

Imagine you've got an ad that's been shown 2,000 times, and it got clicked on 100 times. Your click-through rate would be 5%.

Higher figures in your digital marketing report indicate your content or advertising resonates with the targeted demographic. If it is low, it might be time to rethink your message or change your targeting strategy. 

Boosting your CTR can happen with the following actionable tips.

  • Create Compelling Headlines. This information is the first thing that most consumers see. It should be relevant and intriguing to capture their attention.
  • Optimize for Mobile. Most people look at social media content from a mobile device. Your content should be easily viewable on any screen size.
  • Improve Your Targeting. Use segmentation and analytics to make sure your ads reach the right audience. If you're selling skateboards, you probably shouldn't target retirees.

This KPI is a mix of understanding your audience and having high-quality content that engages the customer. With continual testing and adjustment, you can see revenues rise when it becomes a point of emphasis within your digital marketing efforts.

6. Customer Lifetime Value

This KPI isn't the first thing many businesses consider when evaluating social media data. Still, it is crucial to review this information to establish the long-term value each customer provides.

Social media can play a significant role in enhancing CLV. You can increase customer satisfaction, retention rates, and spending through targeted content, customer engagement, and customer service initiatives on social platforms. []

With a clear understanding of CLV, you can make more informed decisions about where to allocate resources, including your social media advertising budget. Social media can help you target high-CLV segments more effectively.

If your metrics aren't where you'd like them to be when reviewing reports on Google Sheets or Looker Studio, some steps are available to improve them.

  • Use data analytics to offer personalized recommendations or content.
  • Quick and effective customer service on social media can lead to higher customer satisfaction and retention.
  • Regularly engaging with customers keeps your brand top-of-mind, encouraging repeat purchases.

This key performance indicator takes some time to improve. It requires a long-term strategy and consistent execution to be successful. Social media is one area of several that contribute to the overall brand profile people have when seeing your content. 

7. Net Promoter Score

NPS is a powerful metric that measures customer loyalty and satisfaction in the realm of social media marketing. It answers the question of how likely someone would recommend what you offer to someone else. 

A high NPS usually indicates that you have a lot of happy customers who are more likely to stick around. Promoters act as brand ambassadors, making this KPI a powerful organic growth tool.

When you review the data, you can reach out to potential detractors to understand their issues better. Even if there aren’t opportunities to resolve concerns, you can fix processes or prevent future customers from experiencing a similar result.

You can use this KPI to build a referral program, turn neutral prospects into customers or promoters, and see the bigger picture when viewed in conjunction with other data points. 

8. Sentiment Analysis

You can use this social media KPI to gather public opinion about products or services. It is also an effective tool to measure how potential customers see your brand. []

This key performance indicator involves looking at reviews, comments, and text-based data to understand attitudes and opinions directed toward your company.

Automated tools are the best option to use to assess consumer sentiment. It can target specific keywords that let you see this data's different metrics. Smaller brands can read each statement to keep costs lower at the expense of time.

Here are the information points you can review for your digital marketing report.

  • The basic categories involve finding positive, negative, or neutral sentiments.
  • You can gauge how strong each feeling is to determine if the emotions help or detract from the interaction with the brand.
  • Specific aspects of each comment or concern can deliver info about what topics draw the most interest. 

Think about this KPI as a way to gauge sentiments. If you receive a lot of negative feedback, that can be a cue to make product or service improvements. Identifying these issues (or the positive elements to expand) helps address issues that could drive people to competitors.

9. Content Performance

This social media KPI looks at how well your posted items do to engage your audience and meet marketing objectives. It includes text, images, links, and videos.

Each platform is slightly different in tracking KPIs, but there are some critical data points to review in your digital marketing reports.

  • Engagement. How many shares, comments, and likes do the different content types receive when you post them? Does it take a long time for the items to gain traction, or is the reaction from your audience immediate?
  • Impressions/Reach. How many people view or see your content across each share or post?
  • Time Spent. If your social media platform allows it, consider looking at how long people stay engaged with your content. This KPI is often assigned to videos, although text and image heat maps could convey similar information.

Looking at your content performance is vital to your brand’s success because knowing what works makes it easier to produce more of that material. In return, you can feed this data into Google Sheets or Looker Studio to generate social media KPI reports that allow for more informed decisions. 

10. Cost Per Acquisition

If you're using paid strategies, you'll want to know how much it costs to acquire each customer through social media. This KPI shows the spending it takes to get each conversion, whether it is a customer, subscriber, or another definition.

Knowing your CPA helps you set and adjust your marketing budget. If this figure is high, your strategies could use some retooling to help save some money.

It also gives you some insights into your return on investment. Your goal is to have the customer's lifetime value significantly higher than this social media KPI.

If you need to lower this metric, closely examine these three proven ideas.

  • Make sure you're aiming your ads at a well-defined audience likely to convert, so target strategically on social media. 
  • Better ads get more engagement, often leading to a lower CPA. Always A/B test your creative elements like headlines, images, and calls to action.
  • If your ad is great, but your landing page is below average, those potential customers might not complete the action you want them to take, raising your metrics.

Watching this key performance indicator without viewing it in isolation is crucial. Consider it with the abovementioned others to gain a holistic view of your social media digital marketing.

Take Control of Your Digital Marketing Report Today!

Catchr allows you to gather the critical social media KPIs into one convenient digital marketing report. Once you have this information, you can see the strengths and weaknesses of your online presence to start making improvements. 

With regular reviews, you can use this information to achieve multiple goals for your brand. From scalability to awareness, you can give people an authentic glimpse of what you represent.

KPIs are only helpful if you look at and use the information! Get started with these options today to see how the investment can help your business.

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In this template, you will find all the metrics and dimensions you would need to get a better view of your data.

If you need more templates, you could look at our looker studio template gallery.

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In this template, you will find all the metrics and dimensions you would need to get a better view of your data thank to our integrations.

If you need more templates, you could look at our PowerBI template gallery.

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