Metric-by-goal matrix
| Goal | Primary KPI | Supporting | Read it for |
|---|---|---|---|
| Awareness | Reach / follower-growth-rate | impressions, new-vs-returning | did distribution expand |
| Engagement | ER by reach | saves, shares, comments | did content resonate + spread |
| Video | Avg watch time / completion | retention curve, drop-off (25% increments) | hook + holding power |
| Traffic | CTR / link clicks | UTM sessions, engaged sessions | did it move people off-platform |
| Conversion | CVR / sign-ups / sales | CPA, social-attributed conv. (GA4) | did it produce outcomes |
| Loyalty | Repeat engagement / response time | sentiment, UGC volume | community health |
Platform signal cheat-sheet (optimise the right one)
IG → saves · TikTok → shares · LinkedIn → dwell time + saves · YouTube → watch time/ retention · Pinterest → outbound clicks/saves · X → replies/bookmarks · Facebook → saves/ shares. (Pull each from that platform's native dashboard.)
The monthly report template (~30 min compile / 10 present)
1. OUTCOMES (lead here): goal KPIs vs target + vs last period (traffic, leads, sales, growth-rate)
2. WHY: the content-performance metrics that explain the outcomes (top posts, formats, retention)
3. BY PLATFORM: the one signal metric per active platform + trend
4. WHAT WE LEARNED: 2-3 honest findings (incl. what underperformed)
5. RECOMMENDATIONS: exactly 3 specific next actions (scale / cut / test)
Lead with outcomes, not vanity. Every figure cites its native source. No gaps filled by guesses.
Worked example 1 — weekly Reel-retention read (blunt indie-founder voice)
PULL (IG Insights): Reel A 62% avg watch, 140 saves/10k reach. Reel B 28% avg watch, drop-off at 0:03.
READ: B loses people at the hook (first 3s). A's "30% rule" topic + fast open held + got saved.
DO NEXT: more "one-rule" hooks; re-cut B's opening; test a text-hook vs talking-head (-> experimentation).
LOOP: A is a recycle candidate (-> content-recycling).
Worked example 2 — monthly outcomes-first snapshot (warm studio voice)
OUTCOMES: newsletter sign-ups from social +18% MoM (UTM/GA4); follower-growth-rate 2.1% (steady).
WHY: carousels on "first-time freelancer tax" drove the saves + profile visits that fed sign-ups.
PLATFORM SIGNAL: IG saves up, TikTok shares flat, LinkedIn dwell up.
LEARNED: long captions underperformed on TikTok (honest note).
RECOMMENDATIONS: 1) double the beginner-tax carousel cadence 2) shorten TikTok captions + test 3) move the link to the first comment on FB.
Both: goal-mapped; native numbers only (no fabrication); signal over vanity; relative read; ends in
specific next actions that feed content-recycling / experimentation-and-ab-testing / social-strategy.
