Top 5 Social Media KPI’s for a Paid Campaign
Paid social media campaigns are a great way to dramatically increase the potential impact of your organization’s social media presence. You know that putting money behind your paid social efforts will get you more impressions, but how can you tell whether those impressions are helping you achieve your business goals or being wasted in low-value placements? A better understanding of these social media KPIs will help you assess the effectiveness of your social campaigns.
Click-Through Rate
This metric is a percentage that represents how frequently an impression generates a click. Something to look out for – some platforms only measure the percentage of users that actually click through to your site, while others count all engagements with your ad as a click. Both are valuable but make sure you are consistent in your reporting. Click-through rate is a great way to compare the effectiveness of different campaigns or creative with varying spend levels.
Reach
This metric shows you how many unique people saw your ad. Look at this metric over longer reporting periods. If it starts to stagnate, it may be time to update the targeting settings to reach a new group of people.
Frequency
Frequency is closely tied to reach. While reach measures how many people saw your ad, frequency tells you how many individual times each user saw your ad. Most marketers will tell you that someone needs to see your ad 7 times before taking a desired action, but we don’t like to see a specific creative exceed a frequency of four times without taking action. Keep testing to find the ideal frequency for your product.
Cost Per Click
This one is pretty self explanatory – how much are you paying per click on your ads? If you are beating the benchmark for your industry, you’re doing great. If you feel like you’re paying too much per click, the best way to bring costs down is to expand your targeting settings to create a larger pool of users.
Conversions
Finally, the most important metric, conversions. Keep in mind, this doesn’t necessarily have to be a sale or an end point conversion. Mid-funnel conversions like spending time on your website or filling out a contact form can be just as meaningful, especially for a social media campaign. Make sure you link conversion tracking back the social platform you are running on to help the platform find more users that are likely to convert.
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