Differences between metrics and KPIs in social networks

KPIs and metrics in social networks

The analytical part of any digital marketing strategy is essential. Therefore, knowing how to distinguish between objectives, metrics and KPIs is essential, because they are very relevant variables in the analysis. Establishing them properly means carrying out a correct analysis or not.

It must be understood that every action carried out in marketing is carried out in order to achieve certain objectives. But in order to determine the percentage of these objectives that have been achieved thanks to the actions that have been implemented, it is necessary to establish KPIs. And in turn, in order to do so, you must choose the metrics that should be monitored.

What is a metric in digital marketing

A metric is a measurementquantifiable, which is obtained directly from a marketing action. That is, the metrics are obtained through the actions that users perform with a campaign, for example.

In the field of social media, metrics are those parameters that inform about the results of network activity. For example: the number of “likes” (likes), the number of comments, the number of “shares” or the number of followers, among others.

Most social networks have “statistics” sections where you can consult the metrics obtained in different periods of time.

What is a KPI in digital marketing

KPIs are the acronyms of Key Performance Indicators -key performance indicators, in Spanish- and could be defined as the performance indicators that help analyze how marketing actions are working.

These indicators are also quantifiable and must be aligned with the strategy objectives. That is, they must be appropriate to the strategy to correctly measure the progress of the actions. Both the objectives of a strategy and the KPIs must be intelligent or “SMART”: Specific, Measurable, Achievable, Relevant and Temporal.

In short, the KPIs are metrics to determine if a marketing strategy is working. In this sense, it can be said that all KPIs are metrics, but not all metrics are KPIs.

In addition, you need to know that KPIs can be established for many aspects within the strategy: e-mail marketing KPI, website KPI, SEO KPI, advertising KPI or social media KPI.

In social networksKPIs are used to determine the impact of actions launched on certain networks and make any necessary adjustments or changes to improve results.

Main differences between metrics and KPIs

The big difference between the two lies in the way they are used. A metric measures a value – excuse the redundancy -, while the KPI is linked to a specific objective and serves to analyze whether the strategies to reach it are working.

The relationship that unites both concepts is that KPIs are based on metrics. That is why it is said that all KPIs are metrics, but not all metrics are KPIs. This is because the metrics measure certain values, since they are numerical values, but the analysis of all of them does not have to offer data on the efficiency of a strategy.

An example to understand it better:

One metric can be the number of followers; a KPI, the number of followers achieved on a social network in a specific period of time. And one objective of the strategy, get 20% more followers in the next 3 months.

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