3 KPIs to Track For Your Social Media Success

If you’re in business and you’re not harnessing the power of social media you need to jump on that bandwagon now. If you are using social media marketing as a channel to grow your business, awesome! But do you know how it’s working for your business?

You might be posting a video here or there to YouTube or some photos to Instagram. And you could be regularly posting to Facebook and Twitter, but if you’re not measuring how those social networks are working for you, and you’re not testing different approaches to maximize your results, you could be wasting valuable time.

But where do you start? There are so many metrics you could be measuring on social media, so let’s cull down the list and make sure that the most  important ones are at least being eyeballed.


Reach is defined as the number of people who could have seen your post. If you post a Tweet to Twitter and someone RTs your Tweet, your Tweet has the potential to be viewed not only by your followers but by their followers as well. So it’s important for you to get as much engagement on your posts as possible to spread the word. Reach is used as the denominator for the engagement rate metric (see below).

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Photo Credit: Dasheroo

Consider the days when your posts got a spike in reach, assess the content and the time of day you posted and post more like this!

It’s important to have a large number of fans but avoid the scams of “buying a million followers for $25”. Those are typically fake accounts, and fake fans don’t interact with your content, it doesn’t matter how many you have.

If your reach increased in a day or two, dig into what type of content you may have posted to get that spike and create and post more of that content.


Speaking of engagement, it’s our next metric! Engagement is defined differently across the various social networks but in general it’s the total number of interactions with your posts. Consider Comments, Likes, RTs, Mentions, Favorites, Clicks, Views and any other action someone can take on a post to be engagement.

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Photo Credit: Dasheroo

See a spike in “Mentions?” Dig in and find out what type of content people are engaging with, if it’s beneficial for you engage back and post similar content!

Engagement happens when you post something interesting to your followers. Interesting things that tend to get more engagement are photos (ask for captions!), short videos (Vine), posing questions, memes, topical content (stay away from polarizing content) and timing (know when posts work) to name a few.

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Photo Credit: Dasheroo

Does asking your Fans questions get the most response on your posts? You might consider using the question tactic to get people to respond. If they respond you’ll have an exponential group of people potentially seeing your posts.

For instance, try using images when you post to Twitter for an increase in engagement. And your Instagram posts should be a fun representation of who you are to get more likes, follows and comments. At Dasheroo our sticker makes its way around the world and posts awesome and fun content.

Also consider the following: the best time to post on Facebook is not the same as Twitter. Facebook posts perform best on Thursday and Friday, while Twitter updates are better received Monday through Friday. It might vary by industry and business.

Frequency of posts also lead to better engagement, but it depends on the social network. Since the life of a Tweet is so short you need to post multiple times a day, sometimes over 8! On Facebook, results have shown that posting more than 2x a day doesn’t increase engagement at all. So track engagement for this as well.

If you are posting for a week to multiple social networks, at the end of that week look across all of your engagement metrics. Look to see if one type of post (images vs. text vs. video) did better than others. Look for commonalities and gear your next week toward that type of content.

One important item on engagement, don’t forget about the engagement rate! You can take all of this engagement combined with your reach to get your engagement rate. Since as we’ve said, Reach is used as the denominator for this calculation. For instance if your content was potentially seen by 1000 people, and 20 people commented, 10 people shared, and 5 people liked:

20 + 10 + 5 / 1000 = 3.5% engagement rate

Now you can compare engagement rates across all of your social media marketing channels.

Website Traffic

You’ll of course want to track how many people are coming to your site from social networks if that’s where you’re sending folks! Using Google Analytics you can easily track which social networks are performing best.

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Photo Credit: Dasheroo

This company saw a surge in LinkedIn traffic to the site, time to dig in.

And if you’ve got Goals set up in Google Analytics you can even track it all the way to a sale or whatever your call-to-action is.

Photo Credit: Dasheroo

This company tracked traffic from social network all the way to a sign-up on a form using Goals in Google Analytics!

Important to note: Google Analytics gives you visitors (Sessions) broken out by channel. One of the default channels is “Social” which is anyone who comes to your site from a social channel. But there is also a default channel labeled “Direct”. Keep an eye on this channel for those that don’t directly click a social link but remember your name and type it directly into the browser. If you’ve got a surge in social you might have the “hangover” effect and have a surge in your Direct channel as well.

So make sure you’re keeping an eye on one of the most important metrics you can track and close the loop on your sale!

Bottom Line?

It’s easy to be confused by what to track, especially at the beginning of your efforts! But if you start with these and keep your eye on them, test content and test different social networks you’ll be sure to get new business from social media!

johnJohn Hingley brings 20+ years of sales & online marketing expertise with analytics-driven decision making & business savvy to help dozens of companies like Softkey, The Learning Company, Mattel, Wine.com, Chandon & VerticalResponse gain market share.  He founded social media analytics company Andiamo Systems, acquired by Techrigy, Alterian and later HP. Currently John is a co-founder and CEO of Dasheroo, business dashboards done right. Now you can track all of your important business metrics from social networks, email marketing, web analytics and ecommerce in one place, free, see for yourself

From Confused to Expert Tracker: How to Use Metrics to Grow Your Business

New coaches and entrepreneurs are often freaked out by tracking and metrics, but it’s the best way to grow quickly. Here’s how to easily track your success.

When you start your business, you need to be super focused on engaging new, potential clients and generating revenue; so that you actually put money in the bank. Otherwise, you don’t have a business – just an expensive hobby.

If you’ve been putting off tracking your success, now is the to get started. If you don’t get a handle on this, it will only become more overwhelming as you take on more clients, grow your email list and sell more products and services. More importantly, that growth will not come as quickly if you aren’t tracking what works and what doesn’t.

So these are the three steps to go from total confusion about metrics to an expert tracker — and grow your business in the process.

Get Over the Intimidation Factor

Maybe you thought of yourself as bad at math in school, so you avoid numbers whenever you can. Well that won’t work any longer as an entrepreneur! Fortunately, it doesn’t have to.

Tracking your growth is a far cry from calculus. It’s time to reframe it in your mind, and for me, the best way to do that is to think about all the people I’m reaching and all the money I’m making. Focusing on the end results will help you accomplish the steps to get there.

Action step: Break apart what needs to be done into small pieces that you can tackle easily, perhaps one each day. They can be as simple as…

  • Set up your Google Analytics account for your website.
  • Check your email list sign ups this week, this month, and for the past three months.
  • Take a closer look at one thing that does not seem to be working and come up with a few possible causes as to why that might be the case.

Focus on Engagement

There are so many different factors to consider testing and measuring, and that’s often where new coaches and entrepreneurs get stuck.

So if you’re wondering if your time spent on Facebook or Instagram is worthwhile, track the level of engagement of fans and followers over time, rather than whether your latest post got as many Likes as you wanted.

The same goes for the launch of a new product. In this case, engagement means purchases, so focus on what’s making the most sales, even if that’s not what the experts say is supposed to work. Once you’re looking at your sales figures regularly, you’ll see the patterns in what’s working and what’s not.

Action Step: Start tracking your income daily or weekly. I track my income daily on a spreadsheet and it really makes you aware of all the money coming into your life. If I don’t do it I notice how quickly I fall back into a mindset of lack and I start to get stressed.

Track Your Content Too

Many coaches and entrepreneurs see blogging and content creation as totally separate from tracking results and income. This could not be further from the case. Writing for writing’s sake is great, but it’s not a business.

No more fly by the pants blogging. Focus on what your potential clients (notice that I did not say readers) would LOVE to read, and what helps them solve a problem. Your blog posts need to be super helpful or inspirational and share-worthy.

I try to really over-deliver valuable content with my blog posts. Each post is focused on a topic that helps new coaches grow their businesses, from how to choose your niche to how to make 10K per month.

Then I spend as much time and effort on promoting the content as I do writing it, so blog posts get plenty of shares on social media because they are helpful, and that means new subscribers joining my list all the time. As I track performance, I can see clearly which types of posts perform the best.

Action Step: Create an editorial calendar filled with blog posts that are so valuable to your potential clients that they just must work with you, and then spend half of your time promoting the content, tracking what promotion tools render the best results.


JN Miami 2Jessica Nazarali is a former Business Development Manager, who knew there had to be more to life than working in a job she didn’t love. Through starting a blog in 2011, Jessica began coaching women who were eager for their online businesses to succeed. Jessica is now an Online Business Expert for new entrepreneurs and specialises in helping them standout in their industries and find clients. Her advice has been featured in Cleo, Marie Claire, Sunday Style, Content Magazine and Madison and her book, Leaping from the Ladder. When she’s not coaching clients, you can find her unfurling her yoga mat, making banana smoothies and googling her next travel destination. Find out how you can create a coaching business that sets you free at www.jessicanazarali.com.

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