KPI (Key Performance Indicator) is a quantitative indicator of success in a certain activity. Shows the effectiveness of an Internet marketer’s work in promoting a website or brand in social networks.
Types of KPI
- coverage;
- number of subscribers;
- number of clicks on the site;
- involvement;
- cost of the attract participant;
- traffic quality;
- quality of feback.
Coverage
Reach is the number of people who have seen your content.
The promotion starts, the reach grows, but the number of new members per month decreases – this means that people see the posts, but do not react. They are not interest.
When the content is interesting, the reach grows, people willingly share posts, the audience actively joins the community and at the same time the advertising budget does not increase – the community works effectively.
Number of subscribers
The number of people who join a group or subscrib to a page per month. An increase in subscribers means that the content is interesting and that promotion is producing results.
KPI by subscribers depends on geography, brand size, recognition and loyalty of its audience.
If the audience of a brand or company is telemarketing data spread throughout Russia, actively uses social networks and the brand is large, then the KPI for new or new subscribers starts from 1000 people.
Local brands with a limit audience have KPIs for those who enter from 100. The situation is similar with complex and clos audiences for communication, they are difficult to motivate, so the quantitative performance indicators are low.
At the start, we always warn the client that the first two or three months of work are testing. During this time, hypotheses are test, the product and audience loyalty are test. Advertising tools and content placement locations are select that will bring the greatest effect from promotion.
Number of clicks to the site
The number of transitions to the site (traffic) is taken from Yandex.Metrica or Google.Analytics.
Traffic depends on content, advertising email marketing: 7 emails you should send to your customers effectiveness, and the quality of the site. If the content is interesting and motivates people to click on the link, people are willing to visit the site and traffic grows.
You can increase the number of clicks from advertisements or from publications in thematic communities with a link to the site.
This KPI can be assess by links with UTM tags. marketing list Additional data (social network, post, time) is add to the link and the number of clicks is track by these criteria.
Using UTM tags, you can track which social networks are more effective. Which communities are better for posting and what content generates more clicks.
This data is us when adjusting the promotion strategy for the next month and in reports on the work done for the client.
Engagement
Engagement Rate (ER) helps to assess the quality of content by the volume of feback from users. If the content is high-quality and meets the nes of the audience, it will cause a large number of actions from the audience — likes, reposts and comments.
How is engagement measur ? Engagement rate is the average number of actions a site visitor or community subscriber takes per unit of content.
Formula for calculating engagement on a specific post
Post Engagement Rate = Likes + Comments + Reposts / Number of Followers * 100
Formula for calculating engagement per post for a specific period
Read also: Promotion in social networks
Average Post Engagement Rate for N days = Post ER1 + … + Post ER(Y) / Number of posts for N days.
Y is the last post for a period of N days.
Page Engagement Formula
Daily Page Engagement Rate = Likes + Comments + Reposts on the page for a specific date / Number of page subscribers on a specific date * 100
The level of engagement depends on the quality of the content, the quality of the feback, and the interest/usefulness for the audience.
To increase engagement, you ne to constantly update your content strategy – the content should change and always be relevant, fresh and unexpect for the subscriber. Particularly important publications can be stimulat through paid promotion.
Cost of an attract participant
KPI — from the cost of the attract participant: the amount of money for promotion, divid by the number of people who join the community from this promotion. According to this indicator, the work of the targetologist of the advertising campaign is assess.
Effectively compos ads and correct target audience settings will give good conversion of ads and lower cost per subscriber from advertising.
The cost of a subscriber depends on the work of the targetologist and content manager. If the audience sees an interesting and intriguing advertisement, goes to a community or website, and it is boring and there is nothing to understand – people will leave the site and the advertising budget will be wast.
Quality of SMM traffic
KPI for the quality of SMM traffic is important for clients who have sales sites where you can immiately make a purchase and clients who came to social networks for traffic.
Metrics for analyzing the quality of traffic from social networks
- View depth – the number of pages a person has scroll through on a website
- average time spent on site
- view specific pages – ”Contacts” or ”Catalog”
- adding product to cart
- filling out an online application, making a purchase, calling or subscribing.
To evaluate the quality of traffic, you ne to take the average site indicators for goals and compare them with the behavior of people who came to the site from social networks.
Poor quality social mia traffic indicates that the audience is of poor quality. The ads or content are misleading users and do not meet expectations when clicking on the link.
Feback quality
KPI for the quality of feback is ne to assess the workload of the community manager.
Feback Evaluation Metrics
- average response time to comments
- number of responses to comments during the reporting period
- the number of resolv conflicts or negative reviews that the community manager handl.