Key Performance Indicators For Social Media

When a company commits resources to a social media strategy, it anticipates a return on those investments. Nevertheless, as any social media marketer will tell you, it’s not always as simple as it appears to report on those outcomes successfully.

In the following sections, we will discuss the most important metrics to monitor on each social media platform and how to get them. You may use them to set more specific goals for your social media efforts and monitor your success more closely.


Ask any random person on the street which social networking site has the most users, and chances are they’ll reply Facebook. In fact, they’d be correct in thinking that!

As of Q1 2022, Facebook had 2.93 billion active users around the globe, according Statista. They also have a large user base, with over 69% of all adult Americans using their service.

Influence and Reach

What it is: The total number of people that watched your post or video on Facebook. If you’re looking for a measure that’s similar to “impressions,” this is it on Facebook.

Just what is the dissimilarity, then? “Impressions” are the total number of times your material is displayed on any screen, regardless of how many times it was seen by the same person.

As to why this is significant: The percentage of your audience that sees your posts is called “reach,” and it is an indication of how well your material is performing. The size of that audience may be determined, and other metrics can be put into perspective, thanks to this statistic.

The first step in using this programme is to link your Facebook account to it and then follow the on-screen directions to finish the setup process. You should next click the tab labelled “Engagement” in the Social Media Analytics tool.

Favorites and Responses

Simply said, a “Like” is a user’s way of showing their approval of a certain website or piece of information. “Reactions” are a heightened version of “likes” that provide users more nuanced ways to express their positive or negative emotional responses.

Why it matters: Positive responses show that the audience found value in what you shared. More responses might imply greater exposure because Facebook utilises them as a ranking indication. In-depth analysis of responses might also shed light on how readers feel about the topic.

Interested in finding out more about user reactions? The Posts section will provide you a rundown of which of your posts were least well-received by your audience, allowing you to adjust your approach and tone accordingly.

Counts of People Watching Videos

Just put: To count as a “view” on Facebook, a video must be seen for at least three seconds. On a desktop, it must fill the entire screen for playback, but on a mobile device, it has to fill 50% of the screen. On Facebook, you may track three different video metrics:

For this reason, keeping tabs on how many times your videos have been seen is crucial. In most circumstances, if a viewer watches your video for three seconds, even if they leave before the end, they at least paused for it. By looking at only the first minute of the video, it’s clear that viewers were invested for much longer.

Where to locate it: If you’re using Social Media Analytics, look for this information in the same place as your Impressions, Reach, and Reactions tabs: the Engagement tab. “Video clicks” is what this page calls them.

The Use of Hyperlinks

What it is: When someone clicks on an external link in your regular Facebook post (as opposed to an ad), they are navigating to another page on your website.

“Link clicks” in advertisements are what keep people on Facebook (for example, initiating a form to fill out, or another experience).

Why it matters: The ultimate purpose of social media marketing is to increase website traffic. How effective your campaign was may be gauged by counting the number of times a link is clicked. If you see that few people are clicking the links in your postings, you may want to evaluate their appeal. The next thing to think about is whether or not the stuff you’re connecting to is appropriate for your target audience.

Sum of All Seen Time

What it means: Total watch time is the sum total of how long people have watched your video. If 1,000 people watched your film for 2.5 minutes apiece, the total time they spent doing so would be 41 hours and 40 minutes. This indicator summarises how much of your material users have seen at the channel level.

Why it matters: Total watch time, together with video views, allows you to evaluate the performance of your videos. To learn even more about your viewers, you may check out the difference between the amount of time your subscribers and non-subscribers spend watching.

Counts of People Watching Videos

Just put: The number of “genuine views” for your channel or videos, according to Google’s definition. That is, clicks that a user does on purpose (e.g., by searching or clicking a thumbnail). If a video’s view count seems unusual to the site, it will be temporarily frozen while they investigate. This statistic is expressed as a time value.

The number of views your video receives is an indication of how interesting your content is to potential viewers. You may influence this using your video’s subject matter, title, and thumbnail. Much as with viewing time, you can see it at the channel or video level and separate out paying customers from freeloaders. Views, together with watch time, can give you a sense of how interested people are in a video.

Recommended Articles