Social Media Analytics Report: Best Practises, Tools & Reporting Templates | Blog | Whatagraph (2023)

Table of Contents

  • What Is Social Media Analytics?
  • What Is A Social Media Report?
  • How To Conduct Social Media Analysis?
  • 5 Best Practises On Creating Social Media Reports
  • 3 Best Social Media Report Templates
  • What Are The Best Social Media Analytics Reporting Tools In 2022?

However, manually preparing a report takes a long time, raising the question of whether this is the ideal way to track your progress.

It has been established to be the most concrete, data-driven manner of demonstrating your accomplishments. So, how do you create a social media report without wasting a lot of time? What types of social media metrics and KPIs should you include? How often should the results be checked? In today's article, you'll discover how to create a social media report and use social media data to your advantage.

What Is Social Media Analytics?

Social media analytics refers to the process of pulling data from social media channels and analyzing digital marketing efforts and account performance. You’d usually need a social media analytics tool to gather and create reports for the ideal optimization process.

Social Media Analytics Report: Best Practises, Tools & Reporting Templates | Blog | Whatagraph (2)

But if you've ever seen a social media marketing report, you know how frustrating it can be: the data sets might be so large that you don't even want to read it - and for those less-data-savy, may be hard to understand. That isn't to imply that data reports aren't important. You can benefit from a social media report in the following ways:

  • Creates a clear picture. Reporting provides a detailed overview of your social media strategy, including completed and ongoing tasks. A report aids in the pursuit of improved results, the formulation of conclusions or strategy revisions, and the enhancement of productivity. It also gives you a better knowledge of the target audience's preferences and demographics. The social media report will enable you to identify any patterns or trends in your audience, as well as the marketing activities they enjoy.
  • Shows the work you’ve done. If your manager or client doubts whether you’re doing enough for the company, give them a detailed overview by using a social media dashboardto prove otherwise.
  • Keep your team informed. A social media report isn’t just for you and your client; it also serves as a communication tool for the rest of your team. You won't need to make a PowerPoint presentation, create a graph in excel or do any extra explanation if you share the report with your coworkers.

Keep in mind that your report should be well-organized and attractive to the eye. Otherwise, it'll just be a burden in your teammates' eyes.

What Is A Social Media Report?

A social media report is a document that compiles real-time and historical data points from relevant social networks (Instagram, Facebook, or Twitter). These reports examine the progress of your social media activities and provide key metrics as well as actionable insights.

How often to create these reports?

(Video) How to Write Effective Project Reports

Of course, it depends on your client's needs and the size of your marketing campaigns. Here's what to expect from each type of report, based on its frequency:

  • Weekly reports are created to keep your clients or team up to date on any issues that arise on a weekly basis. Weekly reports are commonly employed in startups and businesses with a flexible social media strategy. Because these businesses are more likely to make changes or switch things up on a weekly basis, a weekly report is beneficial.
  • Monthly reports are at the most common frequency level. Because the social media audits contain a huge quantity of information, their results may become rather substantial. Nonetheless, it's an excellent tool for keeping your team informed on the progress of the social media campaigns.

Social Media Analytics Report: Best Practises, Tools & Reporting Templates | Blog | Whatagraph (3)

  • Quarterly reports help to ensure you’re making progress at every point of your social media strategy, and every avenue is put to the test. Quarterly reports increase your team’s productivity and keep everyone updated on long-term performance.

Extra tip: although report frequency is essential, make sure you’re tracking growth, too. To do it, you can compare the previous report to your current one.

How To Conduct Social Media Analysis?

Depending on your aims and resources, each social media report will be different. We've compiled a few questions to ask yourself to help you pick which KPIs to include in your report:

1. Who is my target audience?

Social Media Analytics Report: Best Practises, Tools & Reporting Templates | Blog | Whatagraph (4)

2. Is there any specific information relevant in this context?

3. Are you reviewing a particular campaign or ongoing results?

Now, keep your answers in mind throughout the entire process of creating your social media report.

Start with the introduction: lay down your goals, tactics, and metrics. This way, your readers will get a general overview of what this report will be about.

Also, provide a brief performance summary. Include critical details, like the number of new followers or leads generated. In other words, be sure to mention the highlights of your campaign.

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5 Best Practises On Creating Social Media Reports

When it comes to building a social media insights report or dashboard, there are several key things to consider. Now you’ll find a list of essentials to go through before even drafting a report.

1. Determine the relevant metrics.

When deciding what metrics you should add to the report, consider your goals and objectives. Here are the most common numbers social media marketers track:

  • Number of posts;
  • New followers (or number of unfollows);
  • Reach rate;
  • Web traffic;
  • Likes, comments, shares;
  • Page or profile views;
  • Clicks on post links;
  • Clicks on the link in your bio;
  • Video views;
  • Story views;
  • Top performing posts.

It would help if you considered including data that generates money for your client, such as the number of leads, conversions, the total revenue, or ad spend. Of course, feel free to add any further information if you think it’s relevant to your campaign or strategy.

2. Focus on the most important information.

When it comes to developing social media monitoring reports, establishing and evaluating the relevant KPIs isn't the only element to consider. Always strive to look at your data from different angles, to examine and filter your data for hidden insights that could help you improve your performance.

3. Use data visualization to create more engaging reports.

The amount and diversity of data generated by your social media initiatives will be significant if you use multiple platforms. This becomes especially difficult to manage when you're tracking multiple platforms, for multiple clients.

Whatagraph is a great marketing analytics tool, that can aggregate massive amounts of data from all channels and make it simple to understand for all involved.

Data visualization is an important feature of these reports because it simplifies data analytics and saves time.

4. Establish a reporting timetable and automate report delivery.

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Some posts become viral right away, while others take some time to reach the ideal number of impressions. However, the most crucial thing is that you and your clients always stay on top of social media performance metrics.

It would be ideal to use Whatagraph to automate reports at regular intervals (as mentioned above) and remove manual reporting.

5. Select the appropriate social media reporting tools.

There are a plethora of SaaS reporting options on the market today. Only a few, however, include a user-friendly panel, data visualization, and automation features.

Whatagraph is a marketing analytics reporting solution that has not only the mentioned features but also white-label, cross-platform reporting, and a pre-made template library.

3 Best Social Media Report Templates

Here’s how to gather the analytics on different social media platforms:

Instagram. To gather Instagram performance data for your Instagram analytics report, make sure you are using a business account. Also, you’ll only be able to acquire this information using the application on a mobile device.

Social Media Analytics Report: Best Practises, Tools & Reporting Templates | Blog | Whatagraph (5)
(Instagram analytics dashboard created using Whatagraph)

Open your profile and tap the Insights button. Alternatively, you can click the settings icon in the upper-right corner and select Insights. Instagram Insights can be split into three sections: content, activity, and audience. While you’re in the Insights section, gather impressions and engagement rates. When you're here, you can siphon off the data and make your very own Instagram Insights reportusing a tool or a simple spreadsheet.

Facebook. To access Facebook Page Insights, first, open your Facebook Page. Then, navigate to the top menu and select Insights. If you can’t find Insights in the menu, click More to bring it up: you’ll be taken straight to your Overview. You’ll be able to access the Overview anytime by clicking it in the left-hand menu. Try using a Facebook reporting tool to build more detailed client reports.

Social Media Analytics Report: Best Practises, Tools & Reporting Templates | Blog | Whatagraph (6)

(Facebook analytics dashboard created using Whatagraph)

Twitter. To create a Twitter Analytics report, start by logging in to your Twitter account at If you’re using the mobile Twitter application, tap the analytics icon visible in your Tweets.

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(Twitter analytics dashboard created using Whatagraph)

On desktops, click on an individual tweet to see its data. On mobiles, tap the Tweet to see the Tweet detail page, and then click View Tweet activity: here, you’ll see all the necessary numbers.

These are just the three most common social media platforms. If you’re also using Pinterest, LinkedIn, or other channels, make sure to acquire data from there, too.

Dashboard and reporting tools - like Whatagraph for example - can gather all of these critical social media marketing metrics automatically, for all of your clients and aggregate them in one place!

If you decide to make a Whatagraph account, just connect your social media platforms with Whatagraph, and all of the latest analytics and insights will be included without any additional input. At this point, all you will have to do is drag-and-drop the metrics you wish to include within the report and you're all set.

What Are The Best Social Media Analytics Reporting Tools In 2022?

Now that you’ve collected the necessary information, it’s time to start working on your presentation. Reading a ton of data is already tricky, so here’s your chance to make it easier. Your report should be visually appealing yet still cover relevant information. Here are a few general tips to make the data easier to understand:

  • Split data by channels. There’s no need to pack all the data in one place. It will be more beneficial to separate data by channel to make individual channel performance assessment that much easier.
  • Include the growth stat per channel. Compiled the statistics for lead generation growth and the following growth separately for different channels.
  • Add engagement statistics for each channel. Put the number of different engagements, including comments, likes, mentions separately for different channels.
  • Calculate revenue growth for each channel. Make sure you’re not mixing conversions and ROI numbers – separate and arrange these numbers accordingly.

You can present the information in many ways: for instance, a simple slide might do the trick. But, wouldn’t it be great if there was someone (or something) that did all these things for you? Yes, the data gathering, the right metric picking, the visualizing.

Luckily, there is.

Whatagraph is software that builds social media performance reports for you. The tool gathers and visualizes the key performance indicators in one place. You can create the report from scratch or use pre-made templates and widgets. Either way, the tool allows you to compare metrics from different channels, all in a single sheet.

As a matter of fact, we even made a social media report templatefor you to use! It's highly customizable so you can adapt the template to the individual needs of your firm or your clients. Give it a try.


Which social media analytics tool is best? ›

Top Social Media Analytics Tools That Will Add Value to Your Marketing in 2022:
  • Brandwatch (Formerly
  • Sendible.
  • Brand24.
  • Audiense.
  • AgoraPulse.
  • Talkwalker Analytics.
  • Digimind.
  • Quintly.
6 Oct 2022

What are the 4 metrics used to track and analyze their social media activities? ›

The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. These combined will give you a 360º view of your social media performance.

What do social media analytics tools do? ›

Social media analytics tools help you create performance reports to share with your team, stakeholders, and boss — to figure out what's working and what's not. They should also provide the data you need to assess your social media marketing strategy on both macro and micro levels.

What are the types of social media analytics? ›

Depending on the business objectives, social media analytics can take four different forms, namely, descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.

What methodologies can be used for social media analytics? ›

4. Methods for social media analytics
  • 4.1. Sentiment analysis. ...
  • 4.2. Social network analysis. ...
  • 4.3. Statistical analysis. ...
  • 4.4. Image and video analysis.

How do I track social media analytics in Excel? ›

Set Up Your Social Media Analytics Spreadsheet
  1. Step 1: Build Your Spreadsheet. ...
  2. Step 2: Identify Categories and Subcategories. ...
  3. Step 3: Outline your Target Demographics and Calls To Action. ...
  4. Step 4: Collecting your data. ...
  5. Step 5: Formatting, and Sorting your Data. ...
  6. Step 6: Analyze Categories.
17 Feb 2017

Which tool is used for metrics tracking and reporting? ›

1. Google Analytics [free and paid] We'll start with what has become the standard in web analytics tools for businesses of all shapes and sizes (and it's not the standard just because it's free).

What are social media metrics? ›

Social media metrics is the use of data to gauge the impact of social media activity on a company's revenue. Marketers often use social media monitoring software to observe activity on social platforms and gather information about how a brand, product or company-related topic is being perceived.

How do you measure effectiveness of social media? ›

The way to make to assess your social media results is to look at your key performance indicators (KPIs). KPIs are factors that you can assign values to and measure. There are several KPIs that can be used to measure social media performance, though they may vary slightly depending on your goals.

What KPIs do you use in social media reporting? ›

The top KPIs for modern social media teams to track:
  • Likes.
  • Engagement.
  • Followers growth.
  • Traffic conversions.
  • Social interactions.
  • Social sentiment.
  • Social shares.
  • Web visitors by channel source.

What are the top 3 social media marketing metrics to track in 2022? ›

Social media scheduling tool

Track the total number of followers. Discover different engagement metrics, including Facebook engagement metrics. Measure the click-through rate of your social posts. Track social traffic.

What are the five types of metrics? ›

We Will Cover The Following Business Metrics:
  • Sales Metrics.
  • Marketing Metrics.
  • Financial Metrics.
  • Human Resource Metrics.
  • Project Management Metrics.
  • Product Performance Metrics.
  • Other Important Business Metrics.
28 Feb 2020

What are the 8 steps to creating a social media marketing strategy? ›

How to Create a Perfect Social Media Marketing Strategy
  1. Define your target audience. ...
  2. Set clear goals and KPIs. ...
  3. Create and curate engaging content. ...
  4. Focus on the social media networks that best fit your strategy. ...
  5. Research your competitors. ...
  6. Engage with your followers. ...
  7. Make employees your brand advocates.

How do I create a social media marketing plan? ›

If you need a social media marketing plan, start here.
  1. Step 1: Determine which social media sites you will use. ...
  2. Step 2: Fill out your profiles completely. ...
  3. Step 3: Find your marketing voice and tone. ...
  4. Step 4: Pick your posting strategy. ...
  5. Step 5: Analyze, test, and iterate. ...
  6. Step 6: Automate, engage, and listen.

What are the best strategies for social media marketing? ›

10 Social-Media Marketing Strategies for Companies
  • Start using chatbots. ...
  • Create a personalized experience for your customers. ...
  • Create an efficient content marketing strategy. ...
  • Create a community for your audience. ...
  • Jazz up your profiles with a diverse content strategy. ...
  • Use brand advocates.
1 May 2017

What are the 7 layers of social media analytics explain each layer briefly? ›

Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data by Gohar F.

How do you track social media growth? ›

To calculate your audience growth rate, track your net new followers (on each platform) over a reporting period. Then divide that number by your total audience (on each platform) and multiply by 100 to get your audience growth rate percentage.

How do social media analytics use data? ›

How to Use Social Data Analytics to Inform Your Marketing...
  1. Identify and Track KPIs. Before beginning your social media data analysis, figure out what are your social media key performance indicators (KPIs). ...
  2. Target Content Based on Interests and Trends. ...
  3. Target Based on Platform. ...
  4. Personalize Content and Marketing.

What is the importance of tools and techniques in social research? ›

It is important to decide the tools for data collection because research is carried out in different ways and for different purposes. The objective behind data collection is to capture quality evidence that allows analysis to lead to the formulation of convincing and credible answers to the posed questions.

How many types of report tools are there? ›

There are two main types of reporting tools: data visualization tools and analytical tools. Data visualization tools help users visualize large amounts of information by creating visual representations of data. Analytical tools allow users to analyze data and create reports based on the results.

What are the 4 components of a KPI? ›

The key components of a KPI are: Performance Measure. Performance Status Indicator. Threshold Level.

Which is best tool for data analysis? ›

Microsoft Excel is the most common tool used for manipulating spreadsheets and building analyses. With decades of development behind it, Excel can support almost any standard analytics workflow and is extendable through its native programming language, Visual Basic.

What is the ROI of social media? ›

What is social media ROI? Social media ROI is a metric showing the amount of value generated by your investments in social media. ROI is typically measured in terms of monetary value. However, in cases where the direct impact on revenue is difficult to attribute, ROI can first be quantified by non-monetary metrics.

What are the three most common marketing metrics? ›

In this guide, we'll show you the top three most important marketing metrics you should be tracking for each channel (and how to do so).
Social media metrics
  1. Growth. Growth is a metric that shows the difference in follower count over a given period. ...
  2. Engagement rate. ...
  3. Conversion rate.

What is a good social media engagement rate? ›

Most social media marketing experts agree that a good engagement rate is between 1% to 5%. The more followers you have, the harder it is to achieve. Hootsuite's own social media team reported an average Instagram engagement rate of 4.59% in 2022 with 177k followers.

What are the 4 ways to look at media? ›

However, with a few simple steps, you can build a measurement strategy that accomplishes your goals.
  • Defining Terms. ...
  • #1: Measuring Social Media Exposure. ...
  • #2: Measuring Engagement. ...
  • #3: Measuring Influence. ...
  • #4: The Lead Generation Funnel.
15 Jun 2010

How do you use metrics to inform your strategy social media? ›

Top Social Media Metrics to Track
  1. Impressions. Impressions are the number of times your content is shown to users. ...
  2. Reach. Reach is the number of users who see your content, even if they see your content multiple times. ...
  3. Audience growth rate. ...
  4. Engagement rate. ...
  5. Click-through rate. ...
  6. Bounce rate. ...
  7. Average time on page. ...
  8. Referrals.
29 Aug 2021

How do I monitor social media engagement? ›

16 Effective Tips for Measuring Social Media Engagement Using Only Google Analytics
  1. Start by setting S.M.A.R.T goals.
  2. Build a social media marketing dashboard.
  3. Use UTM parameters to track social media engagement.
  4. Set up proper channel grouping in Google Analytics.
  5. Analyze social post traffic.
22 Jun 2021

What KPIs would you measure for a monthly social media report ?*? ›

However, some common KPIs that businesses use to measure their social media performance include engagement rate, reach, impressions, website traffic, and leads generated.

What are the top 3 reporting metrics you use to compare your marketing campaigns performance? ›

Conversion metrics

Conversion rate. Total number of conversions. Click-through rate (CTR)

What is the name of Facebook's analytics tool? ›

Unmetric is a Facebook analytics tool that helps you compare and benchmark your brand's social media performance. Through this Facebook analytics tool you can improve your content engagement by understanding what's working for your business, both for your organic and paid posts.

What is difference between KPI and metrics? ›

KPIs measure performance based on key business goals while metrics measure performance or progress for specific business activities. KPIs are strategic while metrics are often operational or tactical.

What are key performance indicators? ›

Key performance indicators (KPIs) are targets that help you measure progress against your most strategic objectives. While organizations can have many types of metrics, KPIs are targets that are “key” to the success of your business.

How do I add a social media analytics report? ›

How to Create a Monthly Social Media Report
  1. Step #1: Choose Which Metrics You'll Report On.
  2. Step #2: Include a High-level Overview of Your Progress.
  3. Step #3: Monthly Performance Breakdowns & Metrics.
  4. Step #4: Summarize Your Key Learnings and Monthly Takeaways.
4 Feb 2020

What to include in a monthly social media report? ›

5 Important Points Your Monthly Social Media Report Must Cover
  1. Mention the strategies you implemented in the month and objectives. ...
  2. Follower/subscriber growth and fall. ...
  3. Platform-based metrics. ...
  4. Gaps in the performance and competition monitoring. ...
  5. Note down the solutions for the errors and future goals.

What are the types of social media analytics? ›

Depending on the business objectives, social media analytics can take four different forms, namely, descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.

How do you write a media report? ›

How to Write a Media Report
  1. Compose the media report headline. ...
  2. Lead the first paragraph with answers to the questions who, what, when, where and why. ...
  3. Follow the "inverted pyramid" style in the remaining paragraphs of your media report. ...
  4. Proofread your copy. ...
  5. time around the world image by Nicemonkey from
26 Sept 2017

How do I track social media analytics in Excel? ›

Set Up Your Social Media Analytics Spreadsheet
  1. Step 1: Build Your Spreadsheet. ...
  2. Step 2: Identify Categories and Subcategories. ...
  3. Step 3: Outline your Target Demographics and Calls To Action. ...
  4. Step 4: Collecting your data. ...
  5. Step 5: Formatting, and Sorting your Data. ...
  6. Step 6: Analyze Categories.
17 Feb 2017

Why is social media reporting important? ›

Smarter Scheduling: Social media reports provide insight into the best times and days of the week to interact with current and potential customers, as well as help your business understand which topics resonated on a given day.

What is media report analysis? ›

What is the media monitoring analysis report? In general, online media monitoring and analysis reports collect all the data provided by online media monitoring tools like Brand24 in one document. Media report is customizable, and while creating it, you have 100% control over what's in it.

How do I pull Facebook Analytics? ›

Tap Pages, then go to your Page. Tap More at the top of your Page, then tap Insights. To see more insights or to export insights, log into Facebook from a computer. Insights provide information about your Page's performance, like demographic data about your audience and how people are responding to your posts.

How social media report poor service delivery? ›

Social media reports on poor service delivery by the following ways : - This report is made after evaluating certain questionnaire which is collected after conducting surveys amongst the people who are involved in placing online order for food and various other products.

What are the 7 layers of social media analytics explain each layer briefly? ›

Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data by Gohar F.

What are the four guidelines for creating content? ›

Four Golden Rules of Creating Social Media Content
  • Research and define your target audience. When marketing a brand or product, the content creator must keep their ideal audience in mind. ...
  • Select your social media platforms. ...
  • Draft unique posts for each platform. ...
  • Proofread your content before posting.
13 May 2016


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