Imagine you’re running a small shop on Instagram or Facebook.
You’ve posted flyers (your content), done some ads, and invited people. Now, how do you know it’s working?
Analytics & reporting help you check what’s working — and what’s not — so you can grow smarter.
Important Terms to Know
Let’s break down some buzzwords you’ll hear all the time in digital marketing:
KPI – Key Performance Indicator
What it is:
A KPI is a goal or target you set. It helps you measure your success.
Examples:
- 100 new followers this month
- 50 link clicks per post
- 5 sales from Instagram
Think of it like this:
If your goal is to lose weight, your KPI might be “Lose 3kg in 30 days.”
On social media, your KPI might be “Get 20 new leads this week.”
CTR – Click-Through Rate
What it is:
The % of people who clicked your link after seeing your post or ad.
Formula:
CTR = (Clicks ÷ Impressions) × 100
Why it matters:
High CTR means your content is interesting or convincing enough to make people take action.
ROI – Return on Investment
What it is:
ROI tells you if your ads or time spent on social media are paying off.
Example:
If you spend ₦10,000 on ads and make ₦50,000 in sales, your ROI is great!
But if you spend ₦10k and make only ₦2k… 😬 not so great.
ROI helps you answer: “Was this worth it?”
Engagement Rate
What it is:
How much your audience is interacting with your content (likes, comments, shares, etc.)
Why it matters:
The more people engage, the more social media platforms boost your visibility.
Reach vs Impressions
- Reach is the number of unique people who saw your post.
- Impressions is the total times your post was shown (can be seen multiple times by same person).
What You Should Be Tracking
Here are the top metrics every beginner should track:
Pro Tip
Don’t track everything — only track what matters to your goals.
Choose 2–3 KPIs based on your current campaign.
Track them weekly or monthly, analyze, then improve.
Simple Reporting Tools
You don’t need to be a data wizard. Try:
- Facebook Insights / Instagram Insights – built-in and easy
- Metricool – all-in-one social media reporting tool
- Canva / Google Slides – to create nice visual reports
- Google Analytics – for traffic from social to website
NOTE - Social media is not just about posting and hoping.
It’s about learning what works — through numbers.
With analytics and a few key KPIs, you can:
✅ Make better content
✅ Impress your clients
✅ Grow smarter and faster
“Don’t just work hard — track smart.”
The video below guides you through the process of creating a social media analytics report, enabling you to track and improve your online presence.