Social Media Metrics: Top KPIs to Track in 2025

Introduction:

Social media metrics provide data on how effective your posts and campaigns are doing, based on how users have interacted with your content to develop and expand their audience. Social media metrics provide valuable insight into how engaged, or lack thereof, users are, how wide an audience you have reached, and if you are meeting your goals.

In this blog, we will discuss which social media metrics you need to track in 2025 and how to best use them. By identifying the right Key Performance Indicators (KPIs) that result in increased levels of engagement, produce larger audiences, and in turn support greater amounts of revenue, we can maximize your success using social media.

Understanding Social Media Metrics

The ongoing analytics that monitor your performance over time, the campaign metrics that provide insight into a specific aspect of your marketing strategy, and an additional type of metric, called Social Listening Metrics.

Ongoing Social Media Analytics

Ongoing analytics monitor your ongoing efforts to establish yourself within the social space, as well as the development of your ongoing presence within that environment. Using these Social media metrics will show you:

• How fast your audience is growing
• How people feel about your brand (sentiment)
• How your engagement is changing
• The overall health of your social media presence

The information yielded through ongoing analytics provides a framework from which to enhance/improve your long term strategy.

Campaign-Focused Social Media Metrics

Social media campaign analytics measure the effectiveness of your company’s specific social media marketing campaign. Examples of the data measured include social clicks, conversions, and ROI; results within a specified time frame; and tracking the results based on your specific campaign’s objectives. You can use these Social media metrics to understand how effective your campaigns are in real-time and find out what worked and what didn’t work.

Both ongoing and campaign-focused social media metrics provide value. Long-term analytics enable you to identify and understand emerging trends, while your campaign-focused metrics give you measurable results for each individual promotion. By understanding your campaigns, you’ll have an opportunity to build stronger marketing strategies, improve your overall performance, and remain on track with your overarching business goals.

Social Media Engagement

What Is Social Media Engagement?

Social media engagement indicates how users engage with your posts. Engagement samples include likes, shares, comments, reactions, and clicks. A high engagement rate indicates that your audience is engaging positively with your content and taking action on your content.

Social Media Engagement Metrics to Track:

• Likes and Reactions – Indicates that users appreciated or related to your content.
• Comments – Suggests that a user is actively engaging with your content and interested enough to enter into conversation with you about it.
• Shares – Possible new audiences will discover and share your content via their individual social networks.
• Clicks – Indicates that the user is interested in or wants to learn more about your content and has clicked on it to go to your website or landing pages.

How to Measure Social Media Engagement:

Calculating Your Audience’s Engagement on Social Media:

To determine your engagement, calculate the percentage of people interacting with your social media content.

Tips to Increase Social Media Engagement:

• Share high-quality, relevant content regularly to keep your audience engaged.
• Encourage conversation by asking questions and using effective calls to action.
• Respond quickly to comments and direct messages to foster trust and community.
• Utilize platform-specific features such as Stories, Reels, polls, and live video to increase your visibility and reach an audience.

Social media engagement is one of the key social media metrics. Social media engagement shows how well the audience is connected to your pages through interactions with posts and/or gives the businesses on these platforms a way to gain visibility and area of influence.

Among the important metrics of social media engagement are Reach and Impressions, which help you to understand your audience’s exposure to your posts.

Reach and Impressions

What is Social Media Reach?

Social media reach can be used to measure the total number of unique users who were exposed to any content you created. It helps assess the number of individuals reached by post(s)/ad(s).

What are Social Media Impressions?

Impressions represent how many times someone in your audience saw your post(s) on their screen. Many views of the same post mean that you have made multiple impressions on that same user.

Difference between Reach and Impressions:

• Reach: the total number of unique visitors
• Impressions: the total number of times a piece of content was viewed (including repeat views)
• Reach is used to quantify the size of an audience, while impressions indicate the frequency of occurrence for certain content.

How to Increase your Reach on Social Media:

• Publish posts consistently and when they will get the most engagement.
• Include relevant keywords and hashtags in your posts so that they are more likely to appear in search.
• Ask others to share your content.
• Use paid endorsements (influencers) to increase your overall profile.

Maximizing Impressions during Campaigns:

• Use paid media to extend your visibility beyond a normal amount of natural impressions.
• Create quality content that will encourage reposting and re-viewing.
• Track the frequency of your postings so as not to overexpose the same content or create fatigue amongst your readership.

By better understanding these two critical aspects of social media metrics (reach & impressions) you can more effectively measure performance and improve visibility on various platforms such as Instagram, Facebook, and TikTok.

Social Media Referral Traffic

What is Social Media Referral Traffic?

Social media referral traffic includes visitors who arrive at your website via links that have been posted on your company’s social media accounts. By utilizing social media, you can increase the overall traffic of your website as well as boost your visibility and potential conversion rate for visitors who have been sent directly from, i.e.; Instagram, Facebook, TikTok and LinkedIn profile.

Tracking and Measurement:

Google also allows you to use UTM parameters (tracking tags) on your social media links to identify where the most visitors are coming from (how people find your site).

To check your referral traffic in Google Analytics, follow these steps:

Choose acquisition → All traffic → Referral

By doing this, you can determine which social media channel(s) send the most visitors to your website.

Optimizing Referral Traffic from Social Media:

• Track referral traffic using UTM codes on all social media links.
• Use compelling CTAs (e.g., “Learn More,” “Shop Now,” “Read the Full Guide”) to motivate users to click through to your website.
• Optimize landing page(s) for speedy loading, user-friendly navigation, and clear messaging.
• Share high-quality content more than once to increase visibility and create a consistent source of traffic.

Increasing your referral traffic from social media can result in increased visitations to your website, higher engagement rates on your website, and increased opportunity for conversions. As such, tracking referral traffic from social media represents one of the more important Social media metrics for long-term success in digital marketing.

Share of Voice and Mentions

What is Share of Voice?

The share of voice (SOV) metric compares how often your brand is mentioned online compared to its competitors in terms of social media presence. Measuring how often people mention your brand allows for an understanding of how far those mentions spread and how influential your brand is on the online conversations happening in your industry.

The larger the share of voice allows for increased visibility, better brand recognition, and a greater level of trust. Companies with a lot of SOV have a more substantial market share and customer loyalty overall.

How to Measure Share of Voice:

Use the formula:

• Monitor the number of times your brand is mentioned across all social networks, the hashtags people are using, and the number of individuals per post who see your brand. Monitor your social media accounts to track how customers are interacting with your brand (engagement level) via likes, shares, and comments.
• Use social listening tools to monitor your competitors, including their brand mentions, how people perceive their brands through sentiment (positive vs. negative) and share of voice compared to your brand.

Competitive Social Listening and Sentiment Analysis:

• Use social listening tools to assess your competitors’ social media presence relative to your own through SOV. It is also essential to use sentiment analysis tools to determine how customers discuss your brand, which sentiments contribute to your brand’s reputation positively. Negative sentiment allows the identification of areas where improvements should take place.

Expert Insight:

Marketing professionals agree that high SOV equals:

• Customer trust
• Increased Customer Engagement
• Increased Brand Growth for the long haul

Because social media changes rapidly and evolves daily, maintaining a constant/adequate share of voice is vital for maintaining a competitive advantage over competitors while establishing long term brand loyalty.

Social Media Lead Generation and NPS

How Social Media Metrics Connect to Lead Generation

Social media metrics provide methods to track lead generation through metrics such as:

• click-through rates (CTR)
• Conversions
• Submissions of Forms

With this data, you can evaluate how well your social media posts are converting followers into actual prospects.

Using NPS and Customer Advocacy Metrics

Net Promoter Score (NPS) measures how satisfied and loyal your customers are by asking how likely they are to recommend your brand.

On social media, you can collect NPS data through:

• polls
• quick surveys
• direct messages and feedback

These insights help you improve customer experience, build stronger relationships, and turn happy followers into brand advocates.

Strategic Tips to Nurture Leads via Social Media:

A few ways to engage with leads generated through social media are: offering engaging content that will create interaction and clicking by users; by segmenting your leads, allow for sending personalized follow-up emails based on what each lead clicked or viewed; create automated workflow processes that allow you to nurture leads quickly; use social listening to spot customer issues and respond before they escalate.

By tracking leads generated through your social media campaigns in conjunction with analysing the NPS insights, you will be able to optimize your overall marketing strategy, improve customer satisfaction, improve conversion rates and develop loyal customers, which will ultimately strengthen your business brand.

Social Media ROAS (Return on Ad Spend) and Virality Rate

What is ROAS?

Return on Ad Spend (ROAS) is the amount of money that you earn for every dollar that you spend on social media ads.

Example:

If you spent $5,000 on ads and made $20,000 in revenue, your ROAS would equal 4. Therefore, for every dollar that you spent, you earned back $4.

Understanding Virality Rate

The virality rate is used to determine how quickly and widely your audience shares your content. If your content goes viral, your brand can reach a larger audience without having to spend additional money on ads, thus increasing the organic visibility and engagement with your content.

Case Studies & Tips:

If you have a Facebook ad campaign where you had a 4 ROAS, this campaign was creating exceptional results based on a focus on three key elements:

• Accountable Audience Targeting
• High Quality Visuals
• Clear Call to Action Messaging

Tips to Improve Virality

• Produce content that is emotional or relatable to the audience
• Create content in formats that are currently trending (Reels, TikToks and Stories)
• Add CTAs that are simple (Share this with a friend!)
• Create short, concise and engaging videos

ROAS Calculator Tip

To quickly calculate your ROAS, use this formula:

ROAS = Revenue / Ad Cost

You can also do this calculation in a spreadsheet using the following formula:

= Revenue / Cost.

This will help you develop an appropriate budget and enhance the performance of your ads.

Brand Sentiment Analysis

Brand sentiment analysis provides you with an understanding of how consumers view your brand through digital channels. It collects and analyses data from user generated content such as: Comments, reviews, mentions on social platforms; then, categorizes (positive, negative, and neutral).

By analyzing this data, you can:

• Determine your overall brand’s level of health
• Assess degree of customer loyalty
• Measuring effectiveness of marketing activities on the internet

Positive sentiment indicates trustworthiness and promotes image, whereas negative sentiment suggests issues that warrant prompt attention.

Impact of Sentiment: Examples

Positive Sentiment

When your brand receives positive comments from consumers, this could lead to:

• Increased sales
• A stronger level of customer loyalty
• Being referred by a customer

When brands respond quickly and graciously to positive feedback, this will often result in an increase in engagement from consumers.

Negative Sentiment

A negative comment that has gone unresolved, or negative comments that have gone “Viral” can lead to:

• Brand reputation damage
• Loss of customer trust
• Loss of sales and market share

Tracking sentiments early will help you mitigate the negative impact before that issue becomes a larger issue.

Recommended Tools:

• Sprinklr – Live sentiment analysis across multiple platforms
• Brandwatch – Advanced Social Listening and Competitive Comparison Tools.
• Qualtrics & Meltwater – Enhanced tools for scoring sentiment and providing customer insights.

By monitoring the social sentiments, brands can gain valuable insights to enhance their products/services, customize their marketing strategy, manage risk, and develop/maintain positive relationships with their consumers.

The Social Media Metrics – Process

Establishing objectives and Social media metrics is critical to an effective social media strategy. The process to do so using SMART (Specific, Measurable, Attainable, Relevant, and Time-based) helps you build this framework.

Setting SMART Social Media Goals

By using SMART as the foundation for setting the social media goals, you can create measurable and realistic goals:

• Specific: Have clearly defined and focused goals

Example: To increase Instagram followers by 15%.

• Measurable: Select key performance indicators (KPIs) that allow you to monitor your progress

Example: Weekly rate of follower and engagement growth.

• Achievable: Ensure that your goal is reasonable based on your previous performance and available resources.
• Relevant: Align your social media goals with your business priorities

Example: Building brand awareness and generating leads.

• Time-bound: Establish deadlines to keep your team accountable

Example: Achieve this goal within three months.

Checklist for Choosing Actionable KPIs

Before selecting your Social media metrics, ask yourself the following questions:

• Does the Social media metrics connect to your goal?
• Can you consistently measure the Social media metrics accurately?
• Is the metric updated frequently enough to influence your decision making?
• Is the metric easy for your team to understand and act on?
• Is this metric related to real-world business outcomes such as sales, leads, or customer retention?

Goal	Key Metrics to Track (KPIs)	Business Outcome
Increase brand awareness	Follower Count, Reach	Increased brand discovery by new audiences
Increase engagement	Likes, Comments, Shares	Strengthened interactions with your audience
Generate leads	Click-through rate (CTR), Form submissions	More Leads and a Stronger Sales Funnel

How to Analyze Social Media Campaign Success

A structured approach is necessary to determine if your social media marketing campaigns are effective and how to improve their effectiveness. Implementing the proper frameworks, utilizing the correct tools and applying the right optimization techniques allows you to accurately assess your social media marketing results and improve your campaign’s overall effectiveness over time.

Frameworks for Campaign Analysis:

• AIDA Model – Evaluate how effectively your Campaign creates Awareness, Interest, Desire and Action
• Engagement Funnel – View how Users progress from viewing your Social Content to interacting with you with comments, shares and conversions
• Customer Journey Mapping – Connect Each Social Media Touchpoint to Final Action (purchase, sign up, etc.) from your Customers

Recommended Analytics Tools:

• Sprout Social – Real-Time Dashboard for Engagement, Data Collection, Competitor Insights
• Hootsuite – Customizable Reports for Reach, Engagement, Performance of Your Campaigns
• Improvado – Automatically Collects Data & Data Organizes It From All Your Represents Social Media Platforms.

Step-by-Step Campaign Optimization Process:

Set KPIs

• Setting KPI metrics that match your objective—such as reach, ROI, engagement rate, or conversions.

Monitor performance in real time

• If you see drops in your results, adjust your content and post timing, as well as target the right audience.

Conduct a post-campaign review

• Compare Your Results Against Your KPIs. Look At The ROI, Audience Reactions, and Content Type That Performed Well.

Improve and repeat

• Use Everything You Learned to Refine and Improve Future Campaigns. Test new creative ideas and new formats for more results

Conclusion:

To achieve the best results from your social media campaigns you should track the right social media metrics and use those social media metrics to determine how to optimize your strategy. Working with AGTC, you will gain a competitive advantage above other companies by utilizing data-driven social media optimization expertise to increase engagement; increase ROI, and increase your brand’s online visibility. For ongoing support, contact AGTC for a customized consultation to help turn your social media metrics into real revenue growth and more meaningful connections with your audience.

Contact AGTC today for a personalized consultation and start turning your social media metrics into real business growth and stronger audience connections.

FAQ:

1. What do the social media metrics represent?

The social media metrics are numerical values that indicate how successful a company is in regards to its social media posts and campaigns. Examples of social media metrics include likes, shares, comments and interaction, reach, sales and conversion rates.

2. What type of social media metrics do I need to keep track of?

Social media metrics should be based on your goals for your business. A few of the metrics you should track are your engagement rate, your number of new followers and how many website clicks you have received, how many conversions and impressions you have received, and how much referral traffic you have received.

3. How can I measure my success on social media?

Your social media success will depend on the goals of your business. You should track key performance indicators (KPIs) that are associated with your business goals, such as how many sales you are getting, increased website traffic, increased brand awareness, or increased interaction with your audience.

4. How often should I review my social media metrics?

You should check your social media metrics on a regular basis, every week or month would be ideal, so that you can see any trends and make quick improvements to your campaigns.

5. What kind of tools can I use to help me track my social media metrics?

Tools such as Google Analytics, Hootsuite, Sprout Social and Brandwatch can help you easily track your social media metrics and monitor your social media performance and create reports based on your performance.