What Are You Measuring?

KPIs and Social Media: What Are You Measuring?

Please tell me you have a goal, a measurable, and a strategy backing each of your tactics in your marketing mix. Otherwise, you’re making the rest of us look bad!

Just posting to “be there” is worse than not posting at all. Let’s make 2025 the year you start telling your story.

And you don’t have an excuse. AI can edit your captions, Canva and CapCut will make you more creative than you ever thought possible. But none of this matters unless you’re measuring something.

What Do You Measure?

What actually matters to your marketing strategy?

We measure leads—cold leads, warm leads, and business in the door directly or indirectly from our marketing efforts.

Is it perfect? No measurement strategy is. But it’s better than nothing, and you can learn a lot just by tracking results.

For social media, there are endless things you could measure: audience growth, reach, views, clicks to your profile, clicks to your website, audience demographics, and more.

But here’s the truth—the more things you track, the less you actually accomplish. Pick one or two key performance indicators (KPIs) that matter most. The ones that actually help you get more customers, not just more noise.

The One KPI You Need to Track: Contact Page Visits

We prioritize contact page visits because certain pages on your website matter more than others.

Your homepage or a popular blog post might have tons of visitors, but if those visitors aren’t emailing or calling you, they’re worthless.

Growing an audience just for popularity’s sake? That’s a fool’s errand. Why not grow your audience among people who could actually become customers?

Rarely do people land on your Contact Us page for no reason. They’re there because they want to contact you.

Honorable mention: Your About Us page. It’s often an underrated goldmine for converting visitors into real leads.

What to Measure on Social Media?

1. Follower Growth
   Yup, I said it. Social media is a popularity contest. But an account doesn’t grow by accident—it grows because someone knows what they’re doing.
   A growing account means people want to follow your story. As long as those followers are real people in your target demographic, it’s a great investment.
2. Reach
   How far is your message travelling? Are people outside your current network seeing your posts?
   If your reach is consistently growing, new people are discovering your brand. That’s a great thing.
3. Click-throughs to Your Profile or Website
   People don’t click on your profile or website by accident. If those numbers are going up, you’re on the right track.
   And once they’re on your website, guess where they’re only one click away from? YOUR CONTACT US PAGE!!!

The Secrets in the Numbers

Funny enough, these are the three KPIs listed on Instagram’s Professional Dashboard—because if they’re going up, your account is growing.

If you don’t measure, you will lose your audience’s interest.

Every day I see so many “branded” posts that read like advertisements. But as Hugh MacLeod said,

“If people talked to you like advertising does, you’d punch them in the face.”

Nobody wants a constant sales pitch. We want a story. We want humour. We want to know there’s a real human behind the account who cares as much (if not more) than we do.

Set Your KPIs and Track Them Like Clockwork

• Grow your following by 10-20% per month.
  Until you hit a huge following, this is totally doable.
• Increase your reach by 20-30% monthly.
  More reach means more brand awareness.
• Boost your click-through rate.
  Get 20-30% more people clicking through to your profile. That should generate 5-10% more clicks to your website.

And once they’re there, they’re one step away from your Contact Us page.

The Best Part? Meta Makes It Easy

With Meta’s backend connecting Instagram and Facebook, you can measure all of this in seconds.

On the first of each month, run the same report. Screenshot the screens from Meta’s backend. Drop them into a presentation. Show your boss.

Rinse and repeat.

Tracking = Growth

If you actually care about growing your social media, tracking KPIs will make your job easier over time.

More importantly, it will push you to be more creative with your strategy. Your job is to set the goals—how you get there?

That’s another blog post.