9 Search & Social KPIs To Start Tracking Right Now

Everything You Do Should Reflect Your Company’s Overall Mission

As Angie Schottmuller points out in her excellent guide to defining a strategic social media strategy, you should start developing your goals based on your company’s overall vision and work down from there.

Everything you do in social media — and SEO, too — should fit under the umbrella of your business mission. Some examples of potential goals might be:

  • Increase brand awareness
  • Increase brand trust
  • Increase brand loyalty
  • Shorten the sales funnel
  • Generate more leads/create a new lead generation channel
  • Facilitate (or ease) customer support: either by reducing support-related emails or calls or to provide another outlet for support
  • Increase customer satisfaction and/or interaction
  • Understand user behavior
  • Sell services/products

For more on developing overall goals, I highly recommend the aforementioned Social Media ROI: How to Define a Strategic Plan, as well as Lisa Barone’s A Call for Smarter Social Media Marketing.

Search/Social KPIs To Track

Now that you’ve developed your goals, it’s time to pick tactics that will help you achieve those Objective and Key Results (OKRs) — as well as finding Key Performance Indicators (KPIs) to help you measure your successes.

Note: A lot of these KPIs are from Social Media Analytics by Marshall Sponder. When applicable, I’ve provided equations for finding more complicated percentages.

1.  Monitoring Search Engine Traffic


  • Percentage of visits from search engines
  • Percentage of conversions from search engine visitors

2.  Monitoring Visitor Engagement with Website


  • Percentage of visitors that leave a comment
  • Percentage of visitors that share/vote on social media
  • Conversation rate:

(Number of comments)


(Number of pieces of content)

  • Percentage   of visitors that click to take action or click on CTA (Call to Action) link
  • Average time on site per visit
  • Average page depth ( the average amount of pages a visitor sees during a session on your site) per visit
  • Number of engaged visits:


(Total number of engagements)


(Total number of visits)

3.  Monitoring User Experience on Website


  • Percentage of visits that bounce (single-page visits)
  • Percentage of internal site searches that produce zero results
  • Percentage of users waiting longer than 3 seconds for a page to load
  • Bounce rate of a certain page (page X, in the following equation):

[Number of single page visits with zero actions (page X)]


[Number of entry page visits (page X)] 

4.  Monitoring the Number of Visitors Donating/Purchasing


  • Percentage of visitors donating/purchasing
  • Percentage of visitors that visit a donation/purchase cart page

5.  Monitoring Brand Engagement


  • Percentage of brand engagement:


(Number of visits with branded search times + Number of direct visits)


(Number of visits from search engines + Number of direct visits)

6.  Monitoring Social Engagement


  • Number of social actions per page:

(Total number of social actions)


(Number of pages on site with buttons)

  • Ratio of social actions to community size (Example: Number of page tweets per 1,000 followers; Number of shares per 1,000 Facebook fans, etc.)

7.  Monitoring Users’ Site Search Experience


  • Percentage of visits that use site search
  • Average number of search results viewed per search
  • Percentage of people exiting the site after viewing search results
  • Percentage of people conducting multiple searches during their visit (excluding multiple searches for the same keyword)
  • Average time on site for a visit following a search
  • Average number of pages visitors view after performing a search

8.  Monitoring On-Site Videos


9.  Other Partial KPIs to Track

  • Number of site visits with over X page views
  • Number of site visits over X minutes/seconds
  • Number of visitors that reached donation/purchase/lead page

Other Analytics Tools

Google Analytics is still the greatest tool in your arsenal, but a few other sites and tools are worth looking into:

  1. Social Media Metrics plugin for Greasemonkey: shows you a comprehensive list of all your social shares in Google Analytics
  2. RetweetRank: shows how often you get retweeted
  3. YouTube Insight: in-site analytics that tracks your videos’ popularity, views, and more
  4. ShareThis: provides visitors with an easy way to share your content; also integrates with Google Analytics to show you which social channels are the most successful/popular with sharers on your site
  5. Reachli (formerly Pinerly) and Pinpuff: shows analytics reports for your Pinterest account. Pinerly also lets you create “campaigns” with selected pins and then compare different campaigns over time

At the end of the day, you should not be on social media because, quote, “every business needsto have a social media presence.” You should not be focusing all your efforts on getting to #1 in the SERPs if none of your site visitors ever buy anything.

Put the pieces together. Look at the big picture; look at how each of your strategies benefit your business as a whole. Start measuring, and you’ll start connecting the dots.

At the very least, you’ll have something real to say when someone asks you why you do SEO/social media marketing–something besides “well, everyone else was doing it.

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