Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers
Download
- KPI tracker: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- Ten example KPIs across awareness, engagement, website traffic, bookings, local visibility, service and consistency
- The formula for each KPI, written out so anyone on the team gets the same answer
- Where each number lives: platform analytics, website analytics, booking system or your own count
- Baseline, target and Month 1 to Month 3 columns, filled for a fictional studio with made-up figures
How to use it
- Start with two or three business goals, such as more trial bookings or more calls from Google. Delete the rows that don't serve them.
- For each goal keep one or two KPIs. More than eight in total is usually too many to act on.
- Copy the formula exactly and agree it with whoever else reads the tracker.
- Fill the baseline with last month's figure, or the average of the last three months if it jumps around.
- Set a target you'd be pleased with in three months, based on your own baseline rather than someone else's average.
- On the same day each month, add the new figure in the next month column.
- After three months, keep the KPIs that helped you decide something and drop the rest.
Preview: KPI tracker
A filled example for a made-up small business, first 8 of 11 rows.
| Goal | KPI | Formula | Where to find it | Baseline | Target | Month 1 | Month 2 | Month 3 |
|---|---|---|---|---|---|---|---|---|
| More people know the studio | Instagram reach per month | Unique accounts that saw any post in the month | Instagram's built-in insights (professional account) | 9,800 | 12,000 | 10,400 | 11,300 | 12,600 |
| More people know the studio | Follower growth rate | (Followers gained in the month ÷ followers at the start) × 100 | Each platform's analytics, or two follower counts a month apart | 1.5% | 3.0% | 2.1% | 2.6% | 3.2% |
| Posts people care about | Engagement rate by reach | (Total engagements ÷ reach) × 100, averaged over the month's posts | Platform analytics, or the free engagement rate calculator | 4.2% | 5.0% | 4.4% | 4.9% | 5.3% |
| Posts people care about | Saves per carousel | Total saves on carousels ÷ number of carousels posted | Instagram's post insights | 11 | 18 | 13 | 16 | 19 |
| More website visits | Website visits from social | Sessions where the source is a social platform | Website analytics, with UTM-tagged links in every post | 310 | 450 | 340 | 395 | 470 |
| More website visits | Link click-through rate | (Link clicks ÷ impressions) × 100 | Platform analytics for posts with links | 0.8% | 1.2% | 0.9% | 1.0% | 1.3% |
| More trial bookings | Trial bookings from social | Bookings where the customer chose Instagram or Facebook under 'How did you hear about us?' | Booking system report | 14 | 25 | 17 | 21 | 26 |
| More trial bookings | Social visit to booking rate | (Trial bookings from social ÷ website visits from social) × 100 | Booking system and website analytics | 4.5% | 5.5% | 5.0% | 5.3% | 5.5% |
Tips
- Every number in the filled example is made up for illustration. Set your targets from your own baseline, not from the example.
- Pick one engagement rate formula and write it in the tracker. Switching between reach and followers mid-year makes the trend meaningless.
- Link KPIs to something the business cares about. Followers matter less than trial bookings; track both, but decide on the second.
- Add UTM parameters to every link you post, or 'website visits from social' will undercount: some traffic from apps can arrive with no source.
- A KPI that hasn't changed a decision in three months is a vanity metric for you. Remove it.
- Zolyp's Analyze covers reach, engagement and clicks for your connected accounts in a plain-language weekly report. Bookings and calls still come from your own systems.
Common questions
What is a social media KPI?
A key performance indicator is one number you've agreed shows progress towards a business goal, such as trial bookings from social or calls from Google. A metric becomes a KPI when you've set a target for it and you review it on a schedule.
How many KPIs should a small business track?
Usually four to eight. Enough to cover the goals you actually have, few enough that you look at every one each month and can say what you'll change because of it.
What's a good target?
One based on your own baseline. Published averages vary widely by platform, industry, account size and formula, so a target of beating your last three months is more useful than a number from someone else's study.
Are the example numbers benchmarks?
No. The yoga studio and all its figures are made up to show how a filled tracker reads. They aren't averages and shouldn't be used as targets.
Related
- What is a social media KPI?
- Social media report template
- Engagement rate calculator
- UTM builder
- What are UTM parameters?
- What are vanity metrics?
More free templates
- Social media strategy template
- Social media content calendar template
- Content pillars planner
- Buyer persona template
- Brand voice guide template
- Social media campaign brief template
- Social media report template
- Social media audit template
- Social media policy template
- Social media crisis plan template
- Product launch checklist
- Social media budget template
- Influencer brief template
- Content mix planner
- Social media AI prompts
- Hashtag research template
- Social media competitor analysis template
- Social media checklist
- Event promotion plan
- Social media proposal template
- Client onboarding questionnaire
- Social media manager job description
- Monthly content ideas
- Caption swipe file
- Posting schedule template
- Employee spotlight template
- UTM tracking sheet
- Instagram content calendar template