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Key performance indicators, also known as KPIs, are essential to marketing online. If you are not sure what we are talking about, read more about what a KPI is HERE. There are lots of ways to set up and track digital and social KPIs. The KPIs you use will always be connected to what your overall goals are, and to the measures for tracking and evaluating their effectiveness. Here is a list of 10 KPIs to help you to get started.

As mentioned previously, you need to start identifying your KPIs with your end goal in mind. From there you will identify the measures for tracking your digital marketing success. There are several basic KPIs available to digital and social media marketers, but we have made it easy on you and listed off 10 to get you started.

10 Social Media Marketing KPIs

1. Website Traffic Growth

Calculate your monthly website traffic growth by subtracting the number of sessions last month (or year) from the number of sessions this month (or year). Do you see an increase or decrease? This is your performance measure. Make sure your digital marketing is linking to your website. If it isn’t, then this is not an appropriate measure. 

2. Specific Product or Page Views 

Narrow down your website tracking by designating a specific landing page or product page. Track how many visitors are visiting that page specifically from the digital or social media marketing effort. Make sure your call to action is linked directly to this page. Look at the traffic before launching your campaign. See if there is an increase or decrease in traffic after launching your campaign.

3. Search Engine Results

If you are using a content marketing strategy, use Google Search Console to track keywords and phrases your content is intending to rank for, and use those metrics as KPIs. How many impressions are you getting for the targeted phrases? When users click on your links are they staying on the site for long? This can give you a lot of insight into the effectiveness of your efforts and the content itself. 

You might need to adjust the content on that page if users are clicking and leaving the site. If you are getting lots of impressions and no clicks, you might want to consider changing the search engine and social media meta headings. 

4. Track Subscribers 

If your intent is to grow your email list, track the number of subscribers to your email list. Do you see an increase? 

5. Number of Forum Completions

When you are trying to generate leads, using the KPI of forum completion will tell you just that. How many forums are being completed from the campaign? 

6. Track Online Sales

Track your online sales for the duration of the campaign. If you see a spike it is likely because of your digital marketing efforts. 

7. Use a Promo Code

Create a promotional code for consumers to use when making a purchase online. This helps track the success of your efforts as well as assists in tracking any dark social impacts of your overall campaign. This is especially useful if you are working with influencers or executing a UGC campaign.

8. Track UGC

Speaking of User Generated Content (UGC), this also can be measured as a KPI. How many consumers are creating and sharing content with your brand’s presence? How many tags and mentions are you getting during the campaign? These are all KPI measures for digital and social media Marketing. 

9. Average Ticket/Support Resolution Time

Track how quickly your customers get assistance with their needs when connecting with you on social media. This is a great KPI for campaigns with customer service and perceptions improvement objectives.

To calculate your average ticket time, take the total time of all resolved conversations and then divide that number by the total number of resolved requests.

10. Track Engagement and Community Growth

If you are looking to engage consumers and build relationships with them online, tracking your engagement on social media can indicate an increase or decrease in online engagement. You also can simply track your social media platform growth by comparing it to the previous month, and month to month as the campaign proceeds.

These 10 social media KPIs will help you use performance indicators to measure the success of your digital and social media marketing efforts. As we mentioned in “What is a KPI,” digital marketing provides businesses with a unique opportunity—the ability to measure marketing success and make real-time adjustments where needed. Optimizing your digital marketing efforts saves you time and money in the long run.

In the digital marketing space, you are encouraged to learn from your successes and failures. Don’t miss out on the opportunity to always see a return on your investment.

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