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Analytics Skill

Metrics tracking patterns for engagement, reach, conversions, and comprehensive social media reporting

This skill provides proven frameworks for tracking, analyzing, and reporting on social media performance.

Core Principles

Track What Matters: Focus on metrics that drive business goals
Context Over Numbers: Raw metrics mean nothing without comparison
Actionable Insights: Every metric should inform a decision
Trends Over Snapshots: Look at patterns, not single data points
Iterate Based on Data: Let performance guide strategy

Key Metrics Framework

Tier 1: North Star Metrics (Track Weekly)

These metrics directly impact business goals:

Engagement Rate:

Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100

Most important metric for content quality
Shows how compelling your content is
Compare to historical average and industry benchmarks

Follower Growth Rate:

Growth Rate = (New Followers - Unfollows) / Starting Followers × 100

Indicates account health and reach expansion
Track weekly to catch trends early
Negative growth signals content/strategy issues

Click-Through Rate (CTR):

CTR = Clicks / Impressions × 100

Measures CTA effectiveness
Shows intent and interest level
Critical for conversion-focused content

Tier 2: Performance Metrics (Track Daily)

These metrics show content effectiveness:

Reach:

Unique users who saw your content
Organic vs paid breakdown
Platform-specific nuances matter

Impressions:

Total times content was displayed
Can exceed reach (same user sees multiple times)
High impressions + low engagement = content issue

Saves (Instagram, LinkedIn):

Strongest signal of valuable content
Algorithm boost on Instagram
Users find it reference-worthy

Shares/Retweets:

Highest value engagement action
Extends reach beyond followers
Shows content resonates deeply

Video Completion Rate:

Completion Rate = Full Video Views / Video Starts × 100

Critical for video content success
First 3 seconds make or break
Platform algorithms heavily weight this

Tier 3: Vanity Metrics (Context Needed)

These metrics need context to be useful:

Total Followers:

Growth rate matters more than total
10K engaged followers > 100K dormant followers
Quality over quantity

Total Likes:

Engagement rate is more meaningful
Easy, low-value action
Likes alone don't indicate success

Impressions (alone):

Meaningless without engagement context
1M impressions with 0 engagement = failure
Always pair with engagement metrics

Platform-Specific Analytics

Twitter/X Analytics

Access: Twitter Analytics dashboard (analytics.twitter.com)

Key Metrics to Track:

Tweet Impressions: How many times tweets were seen
Engagement Rate: Engagements / Impressions
Profile Visits: Interest in your account
Mention: Brand awareness indicator
Top Tweet: What resonated most
Follower Demographics: Location, interests

Twitter-Specific Calculations:

Amplification Rate = Retweets / Followers × 100
(Measures share-worthiness)

Applause Rate = Likes / Impressions × 100
(Measures content resonance)

Conversation Rate = Replies / Impressions × 100
(Measures discussion generation)

What to Track:

Best performing tweets by engagement rate
Optimal posting times (when YOUR audience engages)
Thread performance vs single tweets
Media tweet performance (image/video vs text)

Red Flags:

Declining engagement rate over time
High impressions but low engagement (content quality issue)
Follower growth plateau or decline
Increasing profile visits but not followers (conversion issue)

LinkedIn Analytics

Access: LinkedIn Page Analytics

Key Metrics to Track:

Impressions: Organic vs viral breakdown
Unique Viewers: How many people saw content
Engagement Rate: Total engagements / Impressions
Click-Through Rate: Link clicks / Impressions
Follower Demographics: Job titles, industries, seniority
Visitor Analytics: Who's viewing your profile

LinkedIn-Specific Metrics:

Social Selling Index (SSI) = Your professional brand score
(0-100, track monthly)

Viral Impressions = Shares × Average follower count
(Measures content spread beyond your network)

What to Track:

Carousel/Document post performance (typically highest reach)
Engagement by post type (article vs native vs link)
Connection growth from posts
Visitor sources (search, shares, direct)

LinkedIn Algorithm Signals:

Dwell time (keep readers on platform)
Early engagement (first hour crucial)
Comments > Reactions > Shares (weighted differently)
Personal posts often outperform company page posts

Red Flags:

Low dwell time (readers leave quickly)
High impressions but low unique viewers (shown repeatedly to same people)
External link posts get low reach (algorithm penalty)

Instagram Analytics

Access: Instagram Insights (in-app)

Key Metrics to Track:

Reach: How many unique accounts saw your content
Impressions: Total views (reach × frequency)
Engagement Rate: (Likes + Comments + Saves + Shares) / Reach × 100
Saves: Strongest quality signal
Profile Visits: Interest indicator
Follows from Post: Conversion metric
Story Metrics: Replies, exits, forward/back taps

Instagram-Specific Metrics:

Save Rate = Saves / Reach × 100
(Instagram's #1 quality signal, aim for >5%)

Story Completion Rate = Final Frame Views / First Frame Views × 100
(Measures story engagement)

Reel Retention = Average Watch Time / Video Length × 100
(Critical for Reels performance)

What to Track:

Reel performance (reach beyond followers)
Carousel save rate (educational content indicator)
Story engagement features (polls, questions, quizzes)
Best hashtag sets (track performance by rotation set)

Instagram Algorithm Signals:

Saves (highest priority)
Shares to DMs (strong signal)
Time spent on post (dwell time)
Comments and replies
Profile visits after seeing post

Red Flags:

Low save rate (<2% consistently)
High exits on Stories (losing viewers)
Reach not extending beyond followers (algorithm not boosting)
Decreasing Reel views (trend fatigue)

Facebook Analytics

Access: Facebook Page Insights

Key Metrics to Track:

Reach: Organic vs paid breakdown
Engagement Rate: Actions / Reach × 100
Video Views: Total and average watch time
Page Views: Interest in your business
Page Likes: Growth over time
Post Clicks: Link clicks, photo views

Facebook-Specific Metrics:

Engagement Rate = (Reactions + Comments + Shares + Clicks) / Reach × 100

Video Retention = Average Watch Time / Video Length × 100
(Critical for video content)

Virality = Shares / Reach × 100
(How share-worthy is your content)

What to Track:

Organic reach decline (typical, plan accordingly)
Video completion rates (Facebook prioritizes video)
Peak online times (when to post)
Top posts by reach and engagement

Facebook Algorithm Signals:

Meaningful interactions (comments, shares > likes)
Time spent on post (video watch time)
Friends/family engagement (weighted higher)
Recency (newer content prioritized)

Red Flags:

Declining organic reach (common but track rate)
Low video completion rates (<25%)
High negative feedback (hide post, report, unlike)

TikTok Analytics

Access: TikTok Pro Account (in-app)

Key Metrics to Track:

Video Views: Total plays
Average Watch Time: How long viewers stay
Completion Rate: % who watch to end
Engagement Rate: (Likes + Comments + Shares) / Views × 100
Traffic Source: FYP vs Following vs other
Follower Growth: New followers per video

TikTok-Specific Metrics:

Completion Rate = Full Video Watches / Video Starts × 100
(Most important TikTok metric, aim for >50%)

Loop Rate = Replays / Video Views × 100
(Strong signal to algorithm)

FYP Ratio = FYP Views / Total Views × 100
(>70% means algorithm is promoting you)

What to Track:

First 3-second retention (make or break moment)
Traffic source breakdown (FYP vs Following)
Trending sounds performance
Watch-through patterns (where viewers drop off)

TikTok Algorithm Signals:

Completion rate (highest priority)
Rewatches/loops (strong signal)
Shares (highest value action)
Comments (conversation value)
Not interested/hidden (negative signals)

Red Flags:

Low FYP percentage (<30%)
Drop-offs in first 3 seconds (hook failure)
Low completion rate (<25%)
Declining views despite follower growth

Analytics Reporting Framework

Executive Summary Template

SOCIAL MEDIA PERFORMANCE REPORT
Period: [Date Range]
Generated: [Date]

═══════════════════════════════════════
EXECUTIVE SUMMARY
═══════════════════════════════════════

Overall Performance: [↑/↓ X% vs previous period]

KEY METRICS:
• Total Reach: [Number] ([+/- X%])
• Total Engagement: [Number] ([+/- X%])
• Engagement Rate: [X%] ([+/- X%])
• Follower Growth: [Number] ([+/- X%])
• Link Clicks: [Number] ([+/- X%])

TOP 3 INSIGHTS:
1. [Most important finding with impact]
2. [Second key insight]
3. [Third key insight]

TOP CONTENT:
1. [Platform] - [Post preview] - [Engagement metric]
2. [Platform] - [Post preview] - [Engagement metric]
3. [Platform] - [Post preview] - [Engagement metric]

ACTION ITEMS:
1. [High-priority recommendation]
2. [Medium-priority recommendation]
3. [Low-priority recommendation]

Platform-by-Platform Breakdown

═══════════════════════════════════════
[PLATFORM NAME]
═══════════════════════════════════════

OVERVIEW:
• Followers: [Number] ([+/- X] | [+/- X%])
• Reach: [Number] ([+/- X%])
• Engagement Rate: [X%] ([+/- X%])

CONTENT PERFORMANCE:
• Posts Published: [Number]
• Avg Engagement Rate: [X%]
• Best Performing Post: [Preview]
  - Reach: [Number]
  - Engagement: [Number]
  - Why it worked: [Analysis]

AUDIENCE INSIGHTS:
• Top Demographics: [Age, location, interests]
• Peak Activity Times: [Time ranges]
• Growth Sources: [Where new followers came from]

TRENDS:
• [Positive trend observed]
• [Negative trend observed]
• [Neutral observation]

RECOMMENDATIONS:
1. [Specific actionable recommendation]
2. [Another recommendation]

Content Type Analysis

═══════════════════════════════════════
CONTENT TYPE PERFORMANCE
═══════════════════════════════════════

EDUCATIONAL CONTENT:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]

PROMOTIONAL CONTENT:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]

BEHIND-THE-SCENES:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]

USER-GENERATED CONTENT:
• Posts: [Number]
• Avg Engagement Rate: [X%]
• Top Performing: [Post preview]
• Recommendation: [More/Less/Maintain]

INSIGHT: [Which content type to focus on and why]

Hashtag Performance Analysis

═══════════════════════════════════════
HASHTAG PERFORMANCE
═══════════════════════════════════════

TOP PERFORMING HASHTAGS:
1. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
2. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
3. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]

UNDERPERFORMING HASHTAGS (Remove):
1. #[Tag] - Low reach/engagement
2. #[Tag] - Low reach/engagement

NEW HASHTAGS TO TEST:
1. #[Tag] - [Why test this]
2. #[Tag] - [Why test this]

ROTATION SET PERFORMANCE:
• Set A (Mon/Wed/Fri): Avg Reach [Number]
• Set B (Tue/Thu): Avg Reach [Number]
• Set C (Sat/Sun): Avg Reach [Number]

RECOMMENDATION: [Strategy adjustment based on data]

Posting Time Analysis

═══════════════════════════════════════
OPTIMAL POSTING TIMES
═══════════════════════════════════════

CURRENT SCHEDULE:
• Monday: [Times]
• Tuesday: [Times]
• Wednesday: [Times]
[etc.]

BEST PERFORMING TIMES (by engagement):
1. [Day] at [Time] - Avg Engagement: [X%]
2. [Day] at [Time] - Avg Engagement: [X%]
3. [Day] at [Time] - Avg Engagement: [X%]

WORST PERFORMING TIMES:
1. [Day] at [Time] - Avg Engagement: [X%]
2. [Day] at [Time] - Avg Engagement: [X%]

SCHEDULE OPTIMIZATION:
• Add posts: [Day/Time slots]
• Remove/Shift posts: [Day/Time slots]
• Expected impact: [+/- X% engagement]

Competitive Benchmarking

Competitor Analysis Framework

═══════════════════════════════════════
COMPETITOR BENCHMARKING
═══════════════════════════════════════

COMPETITOR 1: [Name]
• Followers: [Number]
• Posting Frequency: [X posts/week]
• Avg Engagement Rate: [X%]
• Content Strategy: [Observations]
• What they do well: [Strength]
• Gap/Opportunity: [What we can do better]

COMPETITOR 2: [Name]
• Followers: [Number]
• Posting Frequency: [X posts/week]
• Avg Engagement Rate: [X%]
• Content Strategy: [Observations]
• What they do well: [Strength]
• Gap/Opportunity: [What we can do better]

OUR POSITION:
• Follower Comparison: [Behind/Ahead by X]
• Engagement Comparison: [Higher/Lower by X%]
• Content Gaps: [What competitors do that we don't]
• Unique Strengths: [What we do better]

ACTIONS:
1. [Competitive strategy adjustment]
2. [Content gap to fill]

ROI Calculation

ROI = (Value Generated - Time Investment) / Time Investment × 100

Where:
Value Generated =
  (Conversions × Average Value) +
  (Brand Awareness Value) +
  (Customer Support Savings)

Time Investment =
  (Content Creation Hours × Hourly Rate) +
  (Management Hours × Hourly Rate)

Example Calculation:

TIME INVESTMENT:
• Content creation: 10 hrs/week × $50/hr = $500
• Management: 5 hrs/week × $50/hr = $250
• Total weekly investment: $750

VALUE GENERATED:
• Conversions: 20 sign-ups × $100 LTV = $2,000
• Brand awareness: Est. $500 (reach equivalent)
• Support savings: $200 (community answers questions)
• Total weekly value: $2,700

ROI = ($2,700 - $750) / $750 × 100 = 260% ROI

A/B Testing Framework

What to Test

Content Variables:

Post copy variations (hooks, lengths)
Visual styles (photos vs graphics vs videos)
CTA placement (beginning vs end)
Hashtag sets (different mixes)
Emoji usage (amount and placement)

Timing Variables:

Post times (morning vs afternoon vs evening)
Days of week (weekday vs weekend)
Frequency (1x vs 2x vs 3x per day)

Format Variables:

Single image vs carousel
Video length (15s vs 30s vs 60s)
Thread vs single post
Link post vs native content

Testing Methodology

Define Hypothesis: "We believe [changing X] will increase [metric Y] by [Z%]"
Test One Variable: Change only ONE thing at a time
Minimum Sample Size: At least 30 posts per variation for statistical significance
Control for Timing: Test same day/time to remove timing variable
Measure Results: Compare engagement rate, not absolute numbers
Implement Learnings: Apply winning variation to strategy

Analytics Tools & Resources

Native Platform Tools (Free)

Twitter Analytics:

Tweet activity dashboard
Audience insights
Export data (CSV)

LinkedIn Analytics:

Page analytics
Visitor analytics
Competitor analytics

Instagram Insights:

Account insights (requires business/creator account)
Post and story insights
Audience demographics

Facebook Insights:

Page performance
Post analytics
Audience insights

TikTok Analytics:

Video insights (requires pro account)
Follower insights
Trending content

Third-Party Tools (Paid)

All-in-One Platforms:

Sprout Social: Comprehensive analytics + scheduling
Hootsuite: Multi-platform management + reporting
Buffer: Simple analytics + scheduling

Advanced Analytics:

Rival IQ: Competitive analysis
Brandwatch: Social listening + analytics
Iconosquare: Instagram/Facebook focused

Reporting Tools:

Google Data Studio: Custom dashboards (free)
Tableau: Advanced visualizations
Supermetrics: Data aggregation to Google Sheets/Excel

Data Visualization Best Practices

Chart Types for Different Metrics

Line Charts: Trends over time

Follower growth
Engagement rate trends
Posting frequency vs engagement

Bar Charts: Comparisons

Platform performance comparison
Content type performance
Day of week analysis

Pie Charts: Composition (use sparingly)

Traffic sources
Audience demographics
Content type distribution

Heatmaps: Time-based patterns

Best posting times by day/hour
Engagement patterns by day

Tables: Detailed data

Post-by-post performance
Hashtag performance breakdown
Competitor comparison

Red Flags & Troubleshooting

Engagement Rate Declining

Possible Causes:

Content quality drop
Posting too frequently or infrequently
Algorithm change
Audience fatigue with content type
Hashtags shadowbanned

Diagnostic Steps:

Compare to industry benchmarks (platform-wide decline?)
Analyze top posts vs recent posts (what changed?)
Check hashtag performance (banned or ineffective?)
Review posting frequency (too much/too little?)
Survey audience (ask what they want)

Solutions:

Refresh content mix (new formats, topics)
Adjust posting frequency
Update hashtag strategy
Increase video content (algorithms prioritize)
Engage more with community (algorithm boost)

Follower Growth Stalled

Possible Causes:

Reach not extending beyond current followers
Content not shareable
Profile not optimized for conversions
Not using growth tactics (collaborations, trending content)

Diagnostic Steps:

Check reach metrics (reaching new accounts?)
Analyze share rates (is content share-worthy?)
Review profile optimization (clear value prop?)
Compare to competitors (market-wide issue?)

Solutions:

Create more shareable content
Optimize profile bio and CTA
Collaborate with others (cross-promotion)
Leverage trending topics/sounds
Use platform growth features (Reels, carousels)

High Reach, Low Engagement

Possible Causes:

Wrong audience being reached
Content not compelling enough to engage
Weak or missing CTA
Audience mismatch with content

Diagnostic Steps:

Check audience demographics (right people?)
Analyze content quality (valuable enough?)
Review CTAs (clear and compelling?)
Compare to high-engagement posts (what's different?)

Solutions:

Refine hashtag strategy (better audience targeting)
Improve content quality/depth
Add stronger CTAs
Create more engagement-focused content (polls, questions)

Analytics Reporting Schedule

Daily Monitoring (5-10 minutes)

Check engagement on new posts
Respond to comments
Note any viral or underperforming content
Monitor trending topics/hashtags

Weekly Review (30-60 minutes)

Calculate engagement rates by platform
Identify top 3 posts and why they worked
Track follower growth
Update posting time strategy if needed
Plan next week's content based on learnings

Monthly Deep Dive (2-3 hours)

Full platform-by-platform analysis
Content type performance review
Hashtag performance audit
Competitive benchmarking
Create comprehensive report
Strategic adjustments for next month

Quarterly Strategic Review (4-5 hours)

ROI calculation
Long-term trend analysis
Major strategy pivots if needed
Goal setting for next quarter
Tool/process optimization
Team performance review

Version: 1.0 Last Updated: January 2025 Platform Coverage: Twitter/X, LinkedIn, Instagram, Facebook, TikTok Metrics Tracked: 50+ key performance indicators Frameworks Included: Reporting, benchmarking, ROI calculation, A/B testing

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Analytics Skill

Core Principles

Key Metrics Framework

Tier 1: North Star Metrics (Track Weekly)

Tier 2: Performance Metrics (Track Daily)

Tier 3: Vanity Metrics (Context Needed)

Platform-Specific Analytics

Twitter/X Analytics

LinkedIn Analytics

Instagram Analytics

Facebook Analytics

TikTok Analytics

Analytics Reporting Framework

Executive Summary Template

Platform-by-Platform Breakdown

Content Type Analysis

Hashtag Performance Analysis

Posting Time Analysis

Competitive Benchmarking

Competitor Analysis Framework

ROI Calculation

Organic Social Media ROI

Example Calculation:

A/B Testing Framework

What to Test

Testing Methodology

Analytics Tools & Resources

Native Platform Tools (Free)

Third-Party Tools (Paid)

Data Visualization Best Practices

Chart Types for Different Metrics

Red Flags & Troubleshooting

Engagement Rate Declining

Follower Growth Stalled

High Reach, Low Engagement

Analytics Reporting Schedule

Daily Monitoring (5-10 minutes)

Weekly Review (30-60 minutes)

Monthly Deep Dive (2-3 hours)

Quarterly Strategic Review (4-5 hours)

21 KiB

Raw Blame History