Let’s be real, reporting doesn’t sound like the most exciting part of social media, but it’s absolutely ESSENTIAL. If you’re creating content, you need to know what’s working and what’s not. Trust us, tracking those sweet metrics is like having a cheat sheet for your next move. Reporting helps you avoid the guesswork – would you bake a cake without measuring the ingredients? Probably not…
Reporting helps you keep on track with your socials. Keeping an eye on your analytics lets you set clear goals based on what’s working and make tweaks when it’s not.
What analytics to track on each platform?
Alright, let’s get into the nitty-gritty. Here are key analytics you should be looking at on each platform. 👇
Instagram 📸
Instagram continues to be a powerhouse for brands. The key to success? Knowing what’s working and what’s not by tracking the right data. With the right metrics, you can target the right audience, fine-tune your content strategy, and hit your goals. Here’s what you should track for Instagram reporting:
- Engagement rate: Engagement is still the gold standard on Instagram. It includes likes, comments, shares, and saves. A high engagement rate means your content is resonating with your followers, which boosts your visibility in the Instagram algorithm.
- How to Track: Total engagement (likes + comments + shares + saves) divided by the number of followers or impressions.
- Reach and impressions: Reach shows how many unique users have seen your posts, while impressions track how often your content was viewed in total (even by the same person multiple times). These metrics help assess visibility and content exposure.
- How to Track: Found in the Instagram Insights under “Content” for each post and story.
- Follower growth: Monitoring your follower growth helps determine if your content is attracting the right audience and expanding your brand’s presence. A steady growth rate = successful content and audience engagement. But don’t get too wrapped up in this ‘vanity’ metric… because we always say we’d rather have only 500 followers who all bought our stuff – than have 50,000 followers who never buy anything. It’s the QUALITY of a follower over the QUANTITY of them.
- How to Track: Instagram Insights will show your follower increase over time, including demographic breakdowns.
- Click-through rate (CTR): How effective is your Call-to-Action (CTA)? CTR (your click through rate) shows how many people clicked on your link in your bio or swipe-up stories.
- How to Track: You can track link clicks in your Instagram bio or swipe-up features in Stories (if you have over 10k followers or access to Instagram’s link-sharing feature).
- Hashtag performance: Hashtags help your content get discovered by a wider audience. Tracking how your hashtags perform helps determine which ones are bringing in the most engagement. So picking hashtags that attract people to your Instagram is what we want.
- How to Track: Check the performance of your hashtags in Instagram Insights under each post’s “Reach” section.
- Saved posts: When people save your posts, it means your content has long-term value.
- How to Track: Available in Instagram Insights under “Saves”.
Facebook 👥
Facebook is always evolving, and to make sure your content is still working, it’s essential to stay to keep an eye on your analytics. Here’s what to track for Facebook reporting in 2025:
- Engagement rate: This is the heartbeat of your Facebook performance! High engagement means your content is sparking conversations and connections and reaching the right people.
- How to track: In Facebook Insights, check your posts section to see the engagement details for each post.
- Reach and impressions: Reach tells you how many unique users have seen your post, and impressions show how many times your content was viewed. So the more people that are looking and seeing your content, the more of ‘that’ type of content you should create!
- How to track: In Facebook Insights, navigate to the Reach and Impressions section under Content.
- Click-Through Rate (CTR): This tracks how well your CTA is driving traffic to your website, landing page, or store. Are your followers clicking when you ask them to? This is analytical gold… this is what we want people to do – book, buy, schedule.
- How to track: Use Facebook Ads Manager for paid posts, and check Facebook Insights for organic CTR.
- Follower growth and demographics: Track your follower growth and audience breakdown to ensure you’re reaching the right people.Again, let’s not put too much effort into just growing numbers – we need to make sure they are relevant and will actually be customers of yours.
- How to track: In Facebook insights, go to the people section to view your audience growth and demographics.
- Hashtag performance: Hashtags are a great way to boost discoverability on Facebook. Track which hashtags are driving engagement.
- How to track: Monitor hashtag performance under each post in Facebook Insights.
TikTok 🎵
TikTok has become THE most engaging social media platform at the moment. Here’s what you need to know for TikTok reporting:
- Engagement rate: Engagement is TikTok’s bread and butter. If your content is engaging, the algorithm will reward it and show it to more people.
- How to track: Check TikTok Analytics under the content tab for engagement data.
- Video views and watch time: TikTok is all about keeping people’s attention. Watch-time and video-views tell you how well your content is keeping the attention of your audience.
- How to track: In TikTok Analytics, track views and watch time. The average watch duration is visible too.
- Follower growth: Keep track of your follower growth to see if your content is expanding your audience.
- How to track: Use TikTok Analytics under the Followers tab.
- Hashtag performance: Hashtags help get your content discovered. Check which ones are bringing in the most engagement and use them more often. Also have a bit of a lookie-loo at the hashtags your competitors are using, if they are attracting the types of people you want too – then give their hashtags a try.
- How to track: Track hashtag performance in TikTok Analytics under the Reach section.
LinkedIn 💼
LinkedIn is THE platform for B2B businesses and professionals in 2025. Here’s what to track for LinkedIn reporting:
- Engagement rate: The more engaged your followers are, the more visible your posts will be. Track likes, comments, shares, and reactions.
- How to track: In LinkedIn Analytics, select the Engagement tab to see how your content is performing.
- Impressions and reach: How far is your content spreading? Impressions show visibility, while reach tells you the unique audience you’re reaching.
- How to track: Check Impressions and Reach in LinkedIn Analytics for each post.
- Follower growth and demographics: Are you growing the right audience? Track your follower growth and audience demographics to understand who’s following you so you can design content to your audience and their interests.
- How to track: In LinkedIn Analytics, check the Followers tab for insights on growth and demographics.
- Click-Through Rate (CTR): CTR tells you how effective your calls to action are. If people aren’t clicking, it’s time to tweak your CTAs and maybe try something different. If you are using blog links and getting not click through – perhaps it’s time to try LinkedIn Articles and stick the blog post on the platform? Or if your audience is more interested in videos… maybe use your blog posts as a script to produce more videos.
- How to track: In LinkedIn Analytics, you can find the CTR metrics for your organic posts (ie. not ads).
- Video performance: Videos continue to dominate. Track completion rates (which means someone watched the whole video – yay!). Plus check the engagement to see if your video content is working (are people commenting, liking and sharing?).
- How to track: Use LinkedIn Analytics to track views, video completions, and average watch times.
While your viral video might steal the show, reporting is what keeps everything running smoothly behind the scenes. By consistently tracking key analytics across Instagram, Facebook, TikTok, and LinkedIn, you can refine your strategy, boost interactions, and make sure your social media efforts are paying off.