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Earned/Social Media KPIs.

Earned media (as opposed to paid media) are brand exposures that accrue for reasons other than paid advertising. Public relations, word of mouth, customer reviews, and social media engagement are the most prominent forms of earned media. Earned media happens organically as customers respond to a brand and its efforts.

When ads are purchased on a social platform (Instagram, Facebook, Twitter, etc.), this is considered paid media. But when consumers engage with a brand in some way—sharing a link, talking about the brand, reading a tweet—this falls into earned media. As such, some of our benchmarking data on Facebook and Instagram falls under our definition of paid advertising, while other key benchmarking metrics on these platforms fall in earned media.

Insider Intelligence KPIs

Why These KPIs Matter

Earned media is generally more difficult to precisely track than paid media, because it often happens in unmeasurable ways, such as word of mouth. But it has exploded in importance as the internet and social media have given fans and detractors a megaphone to share their passions and frustrations.

List of Available Earned/Social Media KPIs
MetricKPI SourceData slicesCadenceGeography
Median monthly CPCEmplifiBy industryQuarterlyWorldwide, by country/region
Monthly median CTREmplifiBy industryQuarterlyWorldwide, by country/egion
Median monthly ad spendEmplifiBy industryQuarterlyWorldwide, by country/region
Twitter engagement rateRival IQBy industryAnnualWorldwide
Twitter tweets per weekRival IQBy industryAnnualWorldwide
Facebook engagement ratesRival IQBy industryAnnualWorldwide
Facebook posts per dayRival IQBy industryAnnualWorldwide
Instagram engagement ratesRival IQBy industryAnnualWorldwide
Instagram posts per dayRival IQBy industryAnnualWorldwide
Social ad spend growthSkaiNo breakoutsQuarterlyWorldwide
Social ad impression growthSkaiNo breakoutsQuarterlyWorldwide
Social ad click growthSkaiNo breakoutsQuarterlyWorldwide
Social ad CPMSkaiNo breakoutsQuarterlyWorldwide
Social media share of referralsStatcounterBy social media site, by deviceMonthlyWorldwide, by country/region
Social referral shareStatcounterBy platform and regionMonthlyAfrica, Argentina, Asia, Brazil, Canada, China, Europe, France, Germany, India, Japan, Mexico, North America, Oceania, South America, UK, US, Worldwide
Average social ad impressions per day per MAU growthInsider IntelligenceBy platformQuarterlyUS
Average social ad impressions per hour per MAU growthInsider IntelligenceBy platformQuarterlyUS
Average social ad impression per day per MAUInsider IntelligenceBy platformQuarterlyUS
Average social ad impression per hour per MAUInsider IntelligenceBy platformQuarterlyUS
Social ad CPMInsider IntelligenceOverall, by platformQuarterlyUS
Social ad CPM growthInsider IntelligenceOverall, by platformQuarterlyUS
Total social ad impression growthInsider IntelligenceBy platformQuarterlyUS
Total social ad impressionsInsider IntelligenceBy platformQuarterlyUS

Access Industry KPIs.

Industry KPIs is the most comprehensive portal for marketing, retail, and ecommerce KPIs available anywhere, with more than 30 leading sources of industry KPIs—and growing.

Click below and fill out a brief form to have one of our team members speak with you about how Industry KPIs could save you time, pinpoint your performance gaps, and help you measure new strategic opportunities for future growth.

Insider Intelligence Industry KPIs