What is a social media report?
A social media report is a comprehensive overview of your social media performance over a specific period. These reports display and track social key performance indicators (KPIs) related to your campaigns, offering actionable insights into the success of your social media activities across different platforms.
Social media reports serve as a roadmap to improve your overall performance on social media channels, including next steps and areas of opportunity. With powerful insights from your social media reports, you can prioritize the strategies that positively impact your bottom line and drive revenue for your business.
Metrics to include in your social media report
Not all social media reports look alike. What you include in your social media report will depend on your business goals, objectives, and the platforms you use.
To help you get started, here are 12 social media KPIs you can cover in your own report:
1. Follower growth
Rather than focusing on follower count, pay attention to your follower growth. This social media metric shows you how extensive your reach is and how fast it’s growing. Follower growth can give you a better understanding of the size of the audience you’re reaching with your posts.
2. Profile views
Profile views are another important social media KPI to track. They give you better insight into your brand awareness and tell you how well your strategy attracts people to your page.
You should notice a correlation between your profile views and follower growth — both should increase simultaneously, much like website views and conversion rates. When this happens, it means you’re on track to start driving revenue through your efforts.
If your profile viewership is significantly high while your follower growth is subpar, it could indicate that you should optimize your profile to encourage more engagement.
3. Engagement
Engagement indicators like post likes, comments, shares, and views are essential for social media reporting because they tell you how your followers react to your content (literally). Consistent post engagement signals an active social media audience, and, more importantly, it means your content is reaching people.
4. Top-performing posts
Knowing which of your social media posts are top performers is incredibly helpful in social media reporting. By understanding what content engages your audience, you can adjust your content creation strategy to prioritize this content and fuel your growth.
In other words, you’re giving the people what they want!
5. Posts
Along with your top-performing content, keeping track of all the content you put out each month is a good idea. By doing so, you may notice a correlation between the amount of content you post and audience engagement levels.
Does your audience engagement increase with the amount of posts you make? Or are your followers a “less is more” kind of crowd? By tracking this simple KPI, you can strategically ramp up or slow down your content creation efforts for better social media performance.
6. Mentions
aren’t a metric you have control over, but if one of your social media goals is expanding brand awareness, it’s a good one to keep an eye on. from customers, leads, and other users can help you gauge your brand’s perception and understand who’s talking about you on social media.
7. Audience insights
Audience metrics help you understand who your content is reaching. By understanding who makes up your audience, you can better tailor your content to your audience’s interests and increase engagement.
Audience metrics include characteristics like:
Age
Gender
Location/Region
Occupation/Industry
And more
8. Reach
How many unique people see your content, and how often do they see it? Understanding your social media reach will tell you how many people have had a chance to engage with your brand and how effective your different types of content are.
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Social Media Reach vs. Impressions
When talking about KPIs, it’s important to distinguish between social media reach and impressions:
Reach refers to the number of unique people who saw a piece of content.
Impressions refer to the total number of people who saw a piece of content.
As you create your social media report, remember to avoid the Bulgaria Phone Number Data pitfall of focusing on impressions, a metric that doesn’t offer valuable insights into social media campaign performance. Instead, focus on reach, which offers more actionable insights into your campaign.
9. Conversions
Your conversion rate is an important metric to follow because it helps you understand your overall return on investment (ROI). Conversion rates tell you how well your campaign drives people to complete a specific action, like visiting your site through a link in your profile or engaging with your page.
Ultimately, your conversion rate is a KPI stakeholders scrutinize when assessing whether to continue investing in social media marketing efforts.
10. Click-through rate (CTR)
Click-through rate (CTR), or click rate, is a social media metric that pertains to your organic and paid ad efforts.
On the organic side, tracking the total number of clicks your content receives indicates how well your content performs and what types of content encourage more engagement.
On the paid advertising side, your CTR will show you what ads and content are successfully driving traffic to your website.
11. Cost per click Social Media Report (CPC)
Speaking of paid social ads, monitoring your social media cost per click (CPC) is another metric to consider including in your social media report. By tracking your CPC, you can compare it to platform averages and your campaign results. Then, you can determine whether your paid ad spend results in a positive ROI or if you need to readjust your spending to benefit your bottom line.
12. Competitor performance Social Media Report
Regularly monitoring your competitors’ social media data is a great way to benchmark your performance. Measuring your competitors’ growth, posts, and audience engagement can help you identify opportunities to improve your campaign.
Watch: 9 Tools To Help You Spy On Your Competitors In 2025
How to create a social media report in 8 steps
Now that you know what to include in a social media report, it’s time to create one. Follow these eight steps to create your own custom social media report:
Outline your social media goals
Choose relevant KPIs
Determine your reporting frequency
Gather your data
Visualize your data
Summarize key findings and recommend next steps
Examine competitor and industry data
Rinse, repeat, and adjust as needed
1. Outline your social media goals
Every social media report is built around tracking progress toward specific goals. So, what are yours?
The first and most important step in creating social media reports is to outline what you want to achieve. Set achievable and specific goals, and give yourself a realistic time frame.
