// Social media
Social Media KPIs: 6 Numbers Worth Tracking
Pick KPIs by stage: reach, attention, conversation, and sales. Read the 6 numbers, how to calculate them, and which numbers mislead.
Pick KPIs by the stage you are working on. An account chasing first contact needs different numbers than an account chasing orders.
Six numbers by stage
| Stage | Number | How to calculate |
|---|---|---|
| Reach | Non-follower reach | Read the non-follower row in post Insights. |
| Attention | Average watch time | Total watch time divided by viewers. |
| Attention | Saves per reach | Saves divided by post reach. |
| Conversation | Sends per reach | Sends divided by post reach. |
| Conversation | New inbound messages | Count new conversations each week. |
| Sales | Orders from social | Count orders marked with a social source in your records. |
The funnel shape to look for
Scroll the diagram sideways
Numbers that mislead
- Follower count. It rises without adding orders.
- ImpressionsImpressionThe number of times your ad or page appeared on a screen. An impression is not a person and not a search.Open the glossary. One person can produce many impressions.
- Likes. The easiest number to raise, and the weakest link to sales.
- Another account interaction rate. Its content and followers differ from yours.
How to build a monthly report
Scroll the diagram sideways
Questions and answers
How many KPIs suit a small team? Three numbers are enough: non-follower reach, sends per reach, and new inbound messages. Add more after those three stabilise.
Do I need a paid tool? Not at the start. Built-in Insights and one spreadsheet are enough for one or two accounts.
How do I link social to sales? Use links with a source marker, then record the source in each sales conversation. Read the GA4 guide for reading traffic sources.
// references
Official sources
We checked every claim on this page against the documents below on 11 September 2026. Open the source before you change a live system.
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