Which Metrics Belong in a Monthly Social Media Report?

A good report answers “why did it happen and what will we do?” rather than just “what happened?”.

Report skeleton

• Goals and KPI summary: targets set at the start of the month versus results.
• Reach and visibility: non-follower reach rate, impression sources.
• Engagement quality: saves, shares, comments; not likes alone.
• Content analysis: top and bottom five pieces, comparison by format.
• Conversion: profile visits, link clicks, messages, sales contribution.
• Ads: spend, CPM, CPC, cost per conversion.
• Recommendations: three things that change next month.

Comparison

Compare every metric with the previous month and the same month last year; seasonal swings only make sense that way. Add public competitor data to the same table.