Social Media Marketing
Social media KPIs and monthly reporting that drive decisions.
Follower counts are easy to report and rarely useful. A good report connects social activity to business goals, shows what changed since last month, explains why and recommends what to do next. We pick a small set of KPIs per goal and set up tracking so the numbers are trustworthy.
When You Need This
The situations where this work pays for itself.
Signs it is time
- Reports are screenshots of likes and follower counts
- Leadership asks what social media is delivering
- You cannot see social traffic or leads in GA4
- You run several platforms with different metrics
- You want to decide where to spend more or less effort
What you get
- A KPI framework linked to your business goals
- UTM and GA4 tracking setup
- A monthly report with insights and recommendations
- A dashboard if you want live numbers
How We Do It
A clear process you can follow along with.
1. Start from goals
We write down the goals for social, such as awareness, traffic, leads, sales, retention or recruiting, and agree what success would look like for each.
2. Choose a short KPI list
For each goal we choose a few metrics. Awareness might use reach and video views, engagement might use saves, shares and comments and traffic or leads might use link clicks and form submissions.
3. Set up tracking
We add UTM parameters to links, confirm GA4 channel grouping for social traffic, define conversion events and, where relevant, connect forms or sales data in your CRM so social can be tied to outcomes.
4. Collect platform data consistently
We export native analytics monthly and record definitions, since platforms define metrics such as reach, impressions and views differently and can change them. We note any definition changes.
5. Analyze, do not just list
We compare to the previous month and the same month last year where data allows, find top and bottom posts, and look for patterns by format, topic and posting time, avoiding conclusions from tiny samples.
6. Write the report
The report opens with a short summary, then KPIs against goals, what we learned and recommendations for next month. We state clearly what we could not measure.
7. Review in a monthly call
We walk through the report, agree actions and update the content plan, and revisit the KPIs a few times a year as goals change.
Mistakes We Help You Avoid
Common ways this goes wrong, and what we do instead.
Reporting vanity metrics alone
Followers and likes show activity, not value. We show them only as context.
Comparing across platforms as if equal
Reach and views differ by platform. We compare within a platform.
Skipping UTM links
Without them, social visits can hide inside direct or other traffic.
Overclaiming attribution
Social often assists a sale that closes elsewhere. We describe this honestly.
Frequently Asked Questions
What KPIs should we track for social media?
They depend on your goal. Pick a few per goal, for example reach for awareness, link clicks for traffic and leads for demand generation.
How do I see social traffic in GA4?
Use consistent UTM parameters on your links, then look at traffic acquisition reports by source and medium. We set this up and test it.
How often should we report?
Monthly suits most businesses, with a quick weekly check on active campaigns.
Can social media be tied to revenue?
Sometimes directly through tracked links and CRM data, often partially. We show what can be measured and flag the rest as assisted influence.
Want Help With Social media KPIs and monthly reporting that drive decisions?
Schedule an appointment. Tell us about your business and we will outline the safest, highest-value approach.
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