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What KPIs matter in social media marketing?

The KPIs that matter in social media marketing depend on the objective, but the most commercially relevant metrics across stages are:

– Awareness: Reach, impressions, share of voice, follower growth rate
– Engagement: Engagement rate (interactions divided by reach), saves, shares, and comments
– Traffic: Click-through rate, link clicks, UTM-attributed sessions in GA4
– Lead generation: Lead volume, cost-per-lead (CPL), form completion rate
– Conversion: Cost-per-acquisition (CPA), return on ad spend (ROAS), pipeline contribution

Vanity metrics like total follower count or total impressions without context are poor performance indicators. KPIs should always be reported alongside the business objective they were designed to measure.

IKF Insight

Choose KPIs based on campaign goals instead of relying on generic metrics.

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