Social Media KPIs Agencies Should Report to Clients

Reports full of vanity metrics rarely retain clients. Choose KPIs that connect to what the business wants and explain them in plain language.

Awareness KPIs

• Reach and impressions
• Follower growth
• Profile visits
• Share of voice versus competitors

Engagement KPIs

• Engagement rate
• Comments, shares and saves
• Video watch time and completion
• Replies and messages received

Lead and sales KPIs

• Link clicks and landing page visits
• Form fills, calls or bookings from social
• Cost per lead for paid campaigns
• Return on ad spend where tracked

How to present KPIs

Lead with the business goal, show trends over time and add a short explanation and next step for each metric. See our white label reporting and reporting guide.

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