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KPI stands for Key Performance Indicator or key performance indicator. This acronym indicates all the metrics concerning the progress of the various actions implemented according to the strategy adopted. When developing a social strategy the first question you need to ask yourself is what you want to achieve. Defining the objectives is the first step, around which all subsequent decisions and activities revolve, including the reporting phase. In this article, we will learn about the KPIs to keep an eye on to improve the organic and paid strategies.

KPIs to keep an eye on to improve the organic strategy

Organic and Paid are two worlds in the social media marketing universe, and the debate on which of the two approaches is more effective is still open. Let’s start by saying that, most likely, the best option remains that of a hybrid model.

Making organic content is essential to develop your own brand identity and feeding and managing the community. At the same time, social ads allow you to reach wider audiences and make yourself known faster. Furthermore, advertisements can direct the user to an external link, such as your website.

Again, it all depends on your goals, so do yourself a favor and understand exactly what you want to get out of your social media marketing!

Volume of Content

This KPI concerns the amount of content you publish in your editorial calendar, i.e. posts, Stories, Videos, etc …

To make it easier to count the contents, you can download the data directly from Facebook Business Suite, in Insights. Just export the data and add the resulting rows in the downloaded excel sheet.

Content Quality

Let’s be honest, unfortunately often social performance does not depend exclusively on the quality of your post, although our advice is to always aim for interesting and attractive content. Another factor that affects the organic strategy is the time of publication. Again, the KPIs come to your aid, indicating you according to estimates or averages when your users are most active.

Pulication Timing

The adoption of telemedicine applications has grown by 38x. Telemedicine has gained momentum as consumers seek the safest ways to access health services.

During the pandemic’s peak, telemedicine applications were the primary means of obtaining medical assistance. Now, telemedicine applications offer us an opportunity to reinvent virtual healthcare models and track their results.

KPIs to keep an eye on to improve the paid strategy

Doing social media marketing with Paid Ads means creating sponsored advertising campaigns, therefore for a fee. It can be an effective solution in several cases, for example:

1. To make you known and increase your brand awareness;
2. To make timed offers or promote a specific service;
3. To intercept a specific audience segment to address.


A fundamental aspect of Paid Ads is the management of the available budget. To understand if your investments are paying off, you need to monitor ROI and ROAS.

The acronym ROI stands for Return on Investment and is a formula that describes the return on investment. In doing so, it takes into account all the costs necessary for the campaign, not just the advertising budget spent. Indeed, the business margin can also be included in the calculation.

Click Through Rate (CTR)

CTR is one of the most important indicators for monitoring a paid campaign, as it indicates the click-through rate of the total content views.

This metric provides useful information on the relevance of your advertisement with the target indicated when creating the campaign.

Conversion Rate

The CR, or conversion rate, goes a step further in analyzing the effectiveness of a paid social ad. It indicates the percentage of users who, after visiting the website or the external link promoted in the campaign, actually carry out a concrete action on it (for example, completing the purchase of a product).

This metric is not measurable in the Insights of social channels but requires the introduction of tracking codes within the website. Once this is done, you can easily measure conversions thanks to Google Analytics.

Cost Per Action (CPA)

Finally, the CPA, or cost per action, indicates how much of the budget is spent for each user who acts on the sponsored content.
Measuring social performance can be not an easy job, especially when different tools and tools are needed for monitoring the KPIs of interest. Remember that relying on professionals in the sector is (almost) never wrong, and we are here to support and guide you!

Being a mobile app development and digital marketing company in Toronto, our mobile application developers and digital marketers are helping startups, SMEs, and enterprises. If you are looking for expert advice regarding your mobile app development project or digital marketing, feel free to contact us.