Also known as: Audience growth, Subscriber growth
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Agencies need to teach clients that 1,000 niche followers are often more valuable than 10,000 random ones. Real indicators of healthy growth: engagement rate stays stable or rises, DMs from potential clients increase, and website traffic from social goes up.
Client A: +500 followers/month, engagement steady at 4% = healthy growth. Client B: +5,000 followers/month but engagement dropped from 5% to 1.2% = warning sign (possibly ghost followers, or a campaign that attracted the wrong audience).
A percentage showing how much interaction (likes, comments, shares, saves) a post receives relative to its reach or follower count — a key KPI for the health of a social media account.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Numbers that look impressive at first glance — follower count, likes, pageviews — but say little about real business results. They dress up reports without proving any actual value.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
The percentage of people who click a link or CTA after seeing a post or ad — a key KPI for lead-gen and e-commerce campaigns.
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