28 Social Media KPIs You Need to Monitor


Today, social media is easily one of the most effective ways to build relationships with your target audience. Aside from increasing your reach, it can boost your revenue and return on investment.

By setting the right metrics, you can assess the performance of your social media campaigns and measure the ROI generated from them. You need to define the metrics that are important to the business to do this successfully.

Aside from the number of likes or follows you get, there are several other key performance indicators (KPIs) you can track.

Below you will find important KPIs from three social media channels

Facebook Insights Metrics

Facebook has the most comprehensive metrics for business. You can proceed to the Platform Insights page to access a list of your Pages. You can click on individual pages to have a close look at the insights report. From there, you will find detailed information on the number of likes, visits, posts, etc. 

Likes Tab

  • Unlikes: This shows the number of people who Unliked your Page.  

  • Paid Likes: It indicates the number of Facebook users who were persuaded by your ad campaign to like your page. 

  • Organic Likes: It represents the number of individuals who liked your page, but not as a result of a paid campaign. 

  • Net Likes: This number reflects your new Likes minus the Unlikes you recently gained. 

Reach Tab

  • Graph on Likes, comments, and reach: Keeping track of this chart enables you to compare the effectiveness of your overall organic and paid campaign efforts. An increase in these metrics would suggest that you’ve been able to reach more people organically. 

  • Graph on reports and Unlikes: Another set of metrics on the Reach tab will tell you how many times people have hidden your posts, reported them as spam, and Unliked your Page. An increase in these metrics should indicate that you’re reaching fewer users organically. 

Posts Tab

  • Impressions: You track this KPI to determine the number of times a post is displayed, regardless of whether someone clicked it or not. Users might see a post as a Page update in their News Feed. They may see it a second time when it’s shared by one of their friends. 

  • Reach: It shows the number of people who’ve received impressions of a Page post. 

  • Engagement Rate Percentage: It represents the percentage of Facebook users who saw one of your posts and clicked, Liked, shared, or commented on it. 

People Tab

You can assess the breakdown of the demographic metrics of your fans from the People tab. It shows the people you’ve successfully reached with your posts.

It also displays the individuals who’ve engaged with them. With such information, you can determine if you’re successfully reaching your desired audience. At the same time, it informs you of the kind of content that your online audience wants to see from you. 

Facebook Video Metrics

In the digital era, video content is king. The great thing about publishing videos on Facebook is that you get powerful metrics to monitor and assess their performance.

  • Total Views: You can monitor the total number of Facebook users who view your videos. You may also determine how many people watched until 95% or who stopped watching at 10 or 30 seconds. In addition, you can assess how many individuals prefer autoplay or click-to-play. 

  • Average Completion Percent: It shows the percentage of your video watched during any session. You can track this KPI to determine how engaging your videos are. If it reflects a low number, that means you need to work on your videos more. Aside from getting better engagement, videos with long watch-time sessions are more likely to appear on YouTube. 

  • Peak Live Viewers: This metric indicates the highest number of viewers you had when you were doing a Live Stream. Monitoring this KPI will let you know the optimal time to host live stream videos. 

  • Video Engagement: It lets you know the number of people who’ve engaged with your videos and the type of engagement they performed.  

Twitter Analytics

Each Twitter account comes with its own analytics. In your dashboard, you will see a 28-day summary of your metrics. You also see the highlights such as the posts that have received the highest number of engagements and the tweet that received the most impressions.

  • Tweet Impressions: You can monitor the number of people who’ve seen the Tweets you’ve published. 

  • Profile Visits: You can also track the number of times people view your profile. 

  • Mentions: As for this metric, it shows the number of times your username has been mentioned by other Twitter users. 

  • New Followers: This indicates the number of users who’ve followed your account within the 28-day period. 

  • Engagements: It reflects the total number of times an individual interacted with a tweet, including likes, replies, and clicks on the avatar and username. 

  • Engagement Rate: This percentage is derived from a tweet’s total number of engagements divided by its total number of impressions. 

  • Interests: Twitter metrics let you identify the kind of audience you’re attracting. By keeping track of the content they’re interested in, you can tailor future posts to boost engagements. 

Instagram Analytics

Today, you can gain deeper insights into the performance of your Instagram posts. Switch from a personal account to an Instagram business profile to have a close look at each of your posts’ performance. Plus, you can gain demographic info about the audience who engages with your Instagram account.


  • Age: This metric lets you find out the age groups of your followers. Knowing your audience enables you to create better content that appeals to them. 

  • Location: You can also find out where most of your followers are located. With such information, you figure out when your audience is most active, and you can schedule posts based on that data to improve engagements. 

  • Gender: Again, knowing your audience lets you create better content. Since a lot of brands market to one gender, you may opt to work with those whose target audience matches with yours.  

Content Analytics

  • Profile views:  It shows the number times your profile was viewed. 

  • Impressions: It indicates the total number of times your posts were viewed. 

  • Reach: It shows the number of accounts who’ve seen your posts. 

  • Engagement: This metric reflects the number of times someone liked or commented on your post. 

  • Saved: It shows the number of unique Instagram users who’ve saved your post. 

Always remember to monitor the social media KPIs that are relevant to your brand and its goals. Track the KPIs that make the most sense for your business, and make sure they can accurately reflect the success of your campaigns.

About Danielle Canstello

Danielle Canstello is party of the content marketing team at Pyramid Analytics. They provide enterprise level analytics for government and business intelligence software. In her spare time, she writes around the web to spread her knowledge of the marketing, business intelligence and analytics industries.