Key performance indicator
Also called: KPI
A number chosen in advance to show whether social media is meeting a goal, such as follower growth, engagement rate or sign-ups.
A KPI ties activity to a goal. If the goal is awareness, the KPI might be reach; if it's sales, conversions from social. Picking two or three before a month or a campaign starts keeps reporting focused on what matters.
Good KPIs are specific and time-bound, such as "grow Instagram engagement rate from 2% to 3% by June". Numbers that look good but don't connect to a goal are vanity metrics.
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