This document outlines six key performance indicators (KPIs) for measuring the success of social media marketing: 1) Comments, which measure engagement and feedback, 2) Impressions which show how many times a post was seen, 3) Click-through rate which is the percentage of clicks on calls-to-action, 4) Site traffic and referrals from social media posts, 5) Lead conversion rate which shows how campaigns translate to sales, and 6) Cost per lead to ensure campaigns are cost-effective.

1. 6SOCIALMEDIAKPIs
FOR SOCIAL MEDIA
MARKETING MASTERY

2. Comments measure engagement
and also let customers share
reactions and feedback.
Use contests — such as giveaways
— and features like Twitter polls to
generate more comments.
1.COMMENTS

3. Impressions show how many
times a post appeared in
people’s feeds.
Hashtag usage, influencer
marketing partnerships and adept
use of captions and descriptions
all help boost impressions.
2.IMPRESSIONS

4. 3.CLICK-THROUGHRATE(CTR)
CTR is the number of
call-to-action (CTA) clicks,
divided by impressions,
multiplied by 100. With CTR, you
can gauge the efficacy of CTAs
like “Subscribe to our newsletter.”

5. 4.SITETRAFFIC+REFERRALS
Platforms like Google Analytics
and HubSpot let you see how
much traffic your social media posts
are referring to your websites. You
can then optimize this content
accordingly.

6. 5.LEADCONVERSIONRATE
How do your social media
campaigns translate to actual
sales? Lead conversion rate provides
an answer.
Use clear CTAs, professionally
designed landing pages and concise
copy to increase conversions.

7. Make sure you’re not
overspending per conversion.
Narrowing your audience
targeting, using A/B tests and
exploring video ads may improve
your social media ROI.
6.COSTPERLEAD

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