A key performance indicator, or KPI, is a metric used to judge whether social media activity is meeting a goal.
Common social media KPIs include reach, engagement rate, clicks, conversions, response time, follower growth, and video watch time.
The best KPI depends on the objective. Awareness, sales, support, and community goals should not all be measured the same way.
A good KPI should help the team make a decision, such as what to create next, where to spend budget, or which campaign needs adjustment.
It depends on the objective. Awareness goals point to reach and impressions, engagement goals to engagement rate and saves, conversion goals to clicks and signups, and service goals to response time.
Every KPI is a metric, but not every metric is a KPI. A KPI is a metric you have deliberately chosen to judge progress against a specific goal.
Fewer than you think. Two or three per goal keeps reporting focused on decisions. Long KPI lists usually mean the goal itself is not clear yet.