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You’re managing client websites and social media accounts and doing everything you can to drive traffic – but when visitors land on pages from a social post you need KPIs to measure how engaged the visitor is with the content.

Working out that this is happening isn’t quite as easy though.

We previously wrote about general social media KPIs. For those who don’t know, KPIs are Key Performance Indicators; a set of metrics that help you to measure the success (or failure) of any given activity or business process.

This article goes into Beacon’s social KPIs, which offer more insights into the effectiveness of your social media activity and the performance of the website you are sending traffic to.

Beacon empowers marketing professionals to apply these to their social media campaigns.

Without social media KPIs, you’re posting in the dark.

Beacon provides you with accurate data you can use to measure visitor engagement on key metrics such as length of time on site, pages viewed and online actions taken.

Beacon KPIs

Here’s an example of the KPIs you can set and report. It looks like we need to work on increasing our average pageviews per visit!

The unified dashboard allows you to centralise, manage, measure all your digital marketing campaign channels in one place using tracked links. You can generate tracked short links to measure and analyse website traffic from each link, organise them into campaigns and channels to create structure and easily see how engaged your website visitors are.

With our click fraud protection platform, bots are prevented from seeing and clicking on your ads, giving you significantly more human clicks for the same ad spend. Beacon can help you get the most from your PPC and paid ad campaigns by preventing bot clicks that can cost you up to 66% of your ad spend.

Here are some other areas to monitor and improve.

Hard bounce rate

This shows the percentage of visitors who land on a page, and leave.

They take no further action and don’t visit any other pages. This is typically the least desirable metric. You’ll want to set your target for this to be slightly lower than your industry’s bounce rate benchmark as you want to work at reducing this number.

If the hard bounce rate is very high, this could indicate the people visiting your website aren’t interested in the content once they land on a page. Does the content of the social post accurately match the content on the website?

Soft bounce rate

Soft bounce rates show the percentage of visitors who land on a page, take an action (such as scrolling), then leave on page of entry.

This is better than the hard bounce rate as it indicates your website visitors are at least a little bit engaged. But it’s still a number you want to work on reducing… because you want people to visit other pages on your site.

Set a lower target, again paying attention to industry benchmarks, then work on reducing it over time by experimenting with your content and social media post messages.

Multiple page visits

This metric looks at the percentage of visitors who have navigated to more than one page after landing on your website from a social post. Multiple page visits are a good indicator of an engaged audience and you will want to work to increase this metric.

You can set a target percentage of multiple page visits per session and try and work to that.

Average pages per visit

This one is self-explanatory; how many pages of your website are visited via social in any given session.

Based on the type of website you’re promoting, this number will naturally vary but as a general rule – the higher the figure, the more engaged your audience is. If this figure is always very low, you may want to look at the navigation and CTA (Call to Action) on your landing pages.

You can set a desired number of pages you want your website visitors to navigate to per visit.

Average time on site

Another one where the higher the figure, the better your visitor engagement is.

This metric measures the average time on site for all your website visitors who landed via a Beacon-tracked social post.
Beacon important KPI settings

In conclusion

Setting social media KPIs is vital for any online campaign; without measuring the effectiveness of your social activity, or tracking your customer journey for social post to web page, you will struggle to improve the return on investment of your social media marketing. 

Get started with Beacon

Get started with Beacon by taking advantage of a free traffic audit on your paid campaigns. All that’s required is a line of code to be added to your website or your client’s website and Beacon will detect non-human traffic over a 14-day period, absolutely free and without obligation.

For this digital agency client, Beacon detected bot activity on the campaigns at an average of 28% and this reduced to 16% bot activity just two weeks into using Beacon following the traffic audit.

That’s 12% more humans engaging with their ads, resulting in an uplift in conversions and 25% increase in cost per visitor.

NOTE: Updated March 2022.