Which metrics should you ask your social media manager to report?
Ask for a small set of clearly defined measures that connect the agreed work to customer behaviour and business outcomes. A report should show the period, source, comparison and limitations for each number. Large totals without context make it difficult to decide what to continue, improve or stop.
In this guide
Begin with delivery and accuracy
Request planned versus published content, live links, corrections and unresolved approval blockers. This verifies the service's work without pretending that output alone proves success. Identify which formats and languages were actually delivered rather than counting every resize as an original idea.
Keep a note of significant account changes or interruptions. A period with a temporary account issue is not directly comparable with a normal period. Missing data should be marked unknown, not silently replaced with zero or an estimate that looks measured.
References: LinkedIn Help: Page analytics · Biaway social media management: published service scope
Define audience measures before comparing them
Ask the manager to name the platform's metric and explain what it counts. Views, reach, impressions and interactions are not interchangeable. Definitions and available reports can vary by platform and change over time, so use the current account labels and source exports.
Separate organic and paid distribution where the reporting allows it. Do not add incompatible platform totals and call them unique people. Record whether the comparison uses equal complete periods and whether the same content or account scope is included.
Connect attention to relevant enquiries
Define a qualified enquiry in business terms: the customer seeks a service you provide, is in an area you can serve and supplies enough information for a useful next step. Record source evidence when available, without collecting unnecessary personal information.
Illustrative calculation: if 20 tracked enquiries include 8 that meet the agreed definition, the qualified share is 40%. These hypothetical figures explain the calculation; they are not Biaway performance. Add the limitations, such as unknown sources or enquiries counted in more than one channel.
Segment only where it improves decisions
An illustrative Al Ahsa business may distinguish Hofuf and Mubarraz pickup questions from Dammam and Khobar delivery enquiries. Riyadh and Jeddah shipping questions may require another service explanation. Saudi Arabia-wide reach does not reveal whether people can actually purchase under the business's conditions.
Do not force tiny city-level samples into rankings or claim that one city is more profitable from a few messages. Aggregate responsibly when the evidence is too small, and keep Arabic/English comparisons similarly cautious about different topics and distribution.
End the report with actions and uncertainties
For each important observation, ask what might explain it and what action follows. If many people ask the same delivery question, update the content or policy page. If tracked clicks lead to a broken form, repair the journey before celebrating traffic growth.
Keep revenue, contribution and attribution distinct when commercial data is available. A platform-reported conversion is not automatically a completed paid order. A useful report lets the owner trace the claim back to its source and understand what cannot yet be concluded.
References: LinkedIn Help: Page analytics · Biaway social media management: published service scope
How this guide was prepared
Prepared with AI assistance, with platform and accessibility claims checked against the primary sources below at publication. The planning frameworks are Biaway’s editorial recommendations. Examples labelled illustrative are not client stories or measured results. Platform features and requirements can change.
Your questions.
01Is engagement rate enough to judge performance?
No. Its definition and denominator need to be clear, and it should be interpreted alongside the objective, content and customer outcomes.
02Should every report include sales?
Include verified sales information when available and relevant. If tracking or sales records cannot support attribution, state that limitation instead of manufacturing a return figure.