You should track the social media KPIs that match your goal (visibility, engagement, website traffic, leads, or sales), then review them on a consistent schedule so you can see what is moving the needle for your business.
For most Orlando and Central Florida service businesses, we like to start with one primary outcome you can count in dollars, booked calls, form submissions, DMs that turn into appointments, or purchases, then add a small set of supporting metrics that explain why the outcome went up or down. That keeps your reporting focused and stops “busy” social activity from looking successful when it is not producing revenue.
What to track by goal
| Goal | KPIs to track | What it tells you | Where to check |
|---|---|---|---|
| Visibility | Reach, impressions, follower growth rate, frequency (paid) | How many people saw you, and how often ads repeated | Platform insights, ad manager |
| Engagement | Engagement rate, shares, saves, comments, video watch time/retention | Whether your content is interesting enough to earn attention and signals | Platform insights, Reels/Shorts analytics |
| Website traffic | Link clicks, CTR, landing page views, sessions from social (UTM-based) | Whether social is sending qualified visitors to pages that matter | Platform + GA4 |
| Leads | Lead volume, cost per lead (paid), DM leads, call clicks, form completion rate, qualified lead rate | How many inquiries you generated, plus whether they are the right type | CRM, call tracking, platform lead forms, GA4 events |
| Sales | Purchases/appointments, cost per acquisition, ROAS (eCommerce), close rate from social leads | What social produced in real business results | CRM + ad platform conversions |
A practical way to think about it: reach and impressions tell you distribution, engagement tells you content quality, clicks tell you intent, and conversions tell you revenue impact. If you want a quick definition of what counts as engagement, our breakdown in what counts as engagement helps you avoid reporting apples to oranges.
How we set KPIs so they actually help
We keep the KPI set small (usually 8 to 12 total), and we tie each one to a decision. If engagement rate drops, we adjust hooks, captions, and formats. If clicks rise but leads do not, we look at the landing page, offer, and follow-up speed. If leads rise but quality drops, we tighten targeting, add clearer pricing or service-area language, and update the form questions.
To track leads correctly, you need clean conversion tracking. That usually means UTMs on every bio link and campaign link, plus pixel-based conversions for paid social so you can see cost per lead and cost per appointment. If you want the plain-English version of this setup, see how to use the Meta Pixel for conversion tracking.
Cadence that works for busy owners
For organic social, weekly check-ins are enough, look at reach, engagement rate, and profile actions, then make small content adjustments. For paid social, review at least weekly (sometimes every few days during a new launch) because budgets can burn fast when an ad falls off. For the monthly report, focus on trend lines and business outcomes: leads, appointments, close rate, and revenue from social-sourced opportunities.
If you want a social program that is built around leads instead of vanity metrics, our social media marketing services are set up to track reach, engagement, and conversions in one reporting view, so you can tie posts and ads to actual inquiries. And when creative is the bottleneck, adding fresh creator-style video from our UGC content production often improves watch time, CTR, and cost per lead without changing your offer.
If you tell us your main business goal (calls, bookings, consults, store visits, or sales), we will recommend a simple KPI dashboard that matches your market and your funnel, then build the tracking so the numbers are believable.
