KPIs Tab - Tab 7
The KPIs (Key Performance Indicators) tab lets you define the target metrics for your strategy. You set numeric goals across three categories — Reach & Awareness, Engagement, and Other Metrics — and choose the time period over which these targets are measured. These numbers become the benchmark for evaluating how well your campaigns perform against the strategy's objectives.
Time Period
At the top right of the tab, select the time period that all KPI targets apply to:
| Option | Description |
|---|---|
| Daily | Targets apply to each individual day |
| Weekly | Targets apply to each week |
| Monthly | Targets apply to each calendar month (most common) |
| Quarterly | Targets apply to each 3-month period |
| Yearly | Annual targets |
Choose the period that matches how you plan to report on campaign performance.
KPI Categories
KPIs are organized into three collapsible accordion sections. Click any section header to expand or collapse it.
Default state: The Reach & Awareness section is open by default when you open the KPI tab.
Each section uses a 2-column grid for its numeric input fields.
Reach & Awareness
These metrics measure how many people your content reaches and how well your brand is growing in visibility.
| KPI | What to Enter |
|---|---|
| Impressions | Total number of times your content is displayed (target number) |
| Reach | Unique accounts that see your content |
| Follower Growth | Number of new followers you aim to gain in the time period |
| Share of Voice | Percentage of your brand's mentions vs. the total for your category |
| Brand Mentions | Number of times your brand name is mentioned across social platforms |
Example: If you want to gain 500 new followers per month, enter
500in the Follower Growth field with the time period set to Monthly.
Engagement
These metrics measure how actively your audience interacts with your content.
| KPI | What to Enter |
|---|---|
| Likes | Total likes target across all platforms |
| Comments | Total comments target |
| Shares | Total shares / reposts target |
| Saves | Total saves (bookmarks) target |
| Engagement Rate | Target engagement rate as a percentage (e.g., 3.5%) |
| Video Views | Total video views target |
| Watch Time | Average watch time target (e.g., 45s or 2 minutes) |
| Click-Through Rate (CTR) | Percentage of impressions that result in a click |
Tip: Industry average engagement rates vary by platform — Instagram typically runs 1–5%, LinkedIn 0.5–2%, TikTok can be 5–15% for smaller accounts.
Other Metrics
Platform-specific metrics and audience quality indicators.
| KPI | What to Enter |
|---|---|
| Audience Demographics | Notes or targets for demographic composition of new followers |
| Audience Growth Rate | Percentage growth of your total audience per period |
| Sentiment Analysis | Target sentiment score or ratio (e.g., 80% positive) |
| Facebook Metrics | Platform-specific Facebook targets (e.g., page reach, story views) |
| Instagram Metrics | Instagram-specific targets (Reels plays, profile visits, etc.) |
| Twitter/X Metrics | Twitter-specific targets (impressions, link clicks, replies) |
| LinkedIn Metrics | LinkedIn-specific targets (post views, connection growth, article reads) |
| TikTok Metrics | TikTok-specific targets (video plays, shares, duets) |
| YouTube Metrics | YouTube-specific targets (views, watch hours, subscribers gained) |
Use the platform-specific fields to set targets only for platforms included in your Platform Selection tab.
How to Fill in KPIs
You do not need to fill in every field. Focus on the metrics that matter most for your current strategy phase:
- Brand-building phase: Prioritize Reach, Impressions, Follower Growth
- Engagement phase: Prioritize Engagement Rate, Comments, Saves
- Conversion phase: Prioritize CTR, and add campaign-level conversion metrics
Leave fields blank if a metric is not relevant to your current goals.
Saving KPIs
Click the global Save button at the top right of the strategy editor. KPI targets are stored with the strategy and can be referenced when reviewing campaign performance in Analytics.
Tips
- Set realistic, time-bound targets rather than aspirational numbers. Overly ambitious targets make it impossible to gauge true progress.
- Review your current analytics (in the Analytics section) before setting targets — base goals on your actual recent performance, then set 10–20% improvement targets.
- KPI targets here are strategy-level benchmarks. Individual campaigns under this strategy may have their own performance metrics in the campaign detail view.
- Revisit and update KPI targets each quarter as your audience grows and baseline metrics improve.