Famekick / GUIDE
Social media analytics: which KPIs matter?
A practical guide to reach, engagement, clicks and reporting for social media teams.
A useful social media dashboard begins with questions, not with every available metric. Different goals demand different definitions of success.
Choose metrics by outcome
Discovery may call for reach and impressions; website campaigns need qualified click actions; support teams might track response coverage and speed.
Define the measurement rules
Record the source, date range, attribution window and whether values are unique users or total events. Metrics from two platforms may use different definitions.
Build a review habit
Use a consistent reporting period, mark major campaign changes and document missing data. Investigate why a metric moved before recommending more spend.
Action checklist
- Match every KPI to a business question
- Document the source and definition of each metric
- Compare like-for-like periods and note missing data
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