KPIs by stage
| Stage | KPIs | Where to find them |
|---|---|---|
| Awareness | Reach, views, new followers | Platform insights |
| Interest | Engagement, saves, shares, profile visits | Platform insights |
| Intent | Link clicks, messages, call taps | Insights and inbox |
| Results | Leads, bookings, sales | Analytics and CRM |
Pick by goal
Awareness goal
- Reach in your area
- New local followers
- Video watch time
- Brand searches over time
Leads goal
- Messages and calls
- Link clicks to booking
- Leads tagged as social
- Cost per lead from ads
Connect social to your website
Add UTM tags to every link you share, with the platform as the source. Google Analytics then shows sessions and key events by platform. Without tags, many social visits appear as direct traffic and social gets no credit.
Review on a schedule
- Weekly, check messages and anything unusual.
- Monthly, review KPIs against the goal.
- Quarterly, decide what to keep, change or stop.
Good example. A law firm tracks reach in its county, consultation messages and tagged website leads. It sees which topics bring calls.
Bad example. A law firm tracks only follower count. It cannot tell whether social brings a single client.
Read how to track ROI from social. Our social media marketing reports KPIs tied to your goal.