How To Read Analytics + Report Results To Clients | Sílvia Pinho | Skillshare

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How To Read Analytics + Report Results To Clients

teacher avatar Sílvia Pinho, Social Media Manager & Online Educator

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Define Your Goals


    • 3.

      Track Your Analytics


    • 4.

      Compile a Report


    • 5.



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About This Class

Looking to grow your social media presence the right way?
Or maybe you're looking to offer social media management as a service?

You must know a big, crucial part of managing social media, whether it's for yourself or for a client, is to keep track of analytics, know how to interpret them, and use that to tweak your strategy.

In this class, you'll learn how to be strategic with your social media marketing by:
- setting goals
- tracking analytics
- and compiling them into a report (that you can send to your clients)

You'll also get some additional resources I use every single month with all my clients:

Spreadsheet template:

Report template:

If you're interested in learning more about social media and freelancing, check out my other Skillshare classes:

PS: if you have any questions or requests for future classes, don't hesitate to leave them in the comment section below! Happy learning!

Meet Your Teacher

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Sílvia Pinho

Social Media Manager & Online Educator

Level: Beginner

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1. Intro: Hey everyone, My name is Sylvia and welcome to my Skillshare class. In today's class, we are going to be talking about how you can learn to interpret analytics. Know which ones to pay attention to, and how to compile them into a report. If you're doing this for your clients, tracking analytics is a really important part of working with social media because it basically tells you which parts of your strategy are working and which ones you may be missing the mark on it. And let's be honest, without a strategy in place and without tracking your results, you're basically doing that old saying of just throwing spaghetti at the wall and hoping it sticks with that being said, let's get on with the actual GASB because I know that's what you're here for. 2. Define Your Goals: All right, Now before we actually talk about, and I'll lay eggs, I wanted to touch a low bid on goals because those are the ones that will drive your analytics or drive your analytics interpretation. So basically, depending on the goals that you have for yourself or for your clients business, you'll be looking at analytics in a different way and looking for a different KPIs or key performance indicators. So for example, if you're doing social media for yourself, I highly encourage you to sit down, mark some time off your calendar and really think about your business goals for the next couple of months. If you were doing this for your clients instead, I highly encourage you to get them on a call and discuss with them, talk about their business goals back and forth and see if you can get really to the bottom of it. And obviously whenever you're doing this for yourself or for your clients, It's important to think about the next three to six months. Usually that's the most relevant for social media purposes. I also encourage you to write them down, whether you're again doing this for yourself or for your clients, write down your goals. If you're brainstorming them for yourself or have your clients fill out an onboarding firm where you ask them again about their goals. Even if you ask them on a call, you can never be too sure. It It's really important to send my clients in the onboarding form every time because then I have that in writing so I can reference back to it while I'm creating content. So it's really important for me to have everything in writing makes it definitely a 100 times more real. After you compile those business goals for yourself or for your clients, make sure you translate them into social media goals. So for example, if your client has an e-commerce shop and you're trying to drive more sales for the next couple of months, definitely want to be looking at either sales within the app. So for example, Instagram has an app sales now, or you want to be looking at, for example, website traffic because those will eventually lead to sales. Now on if your client is really new and just getting their brand out there, you'll likely be looking at brand awareness and that will translate into reach and impressions and maybe even some engagements. Now one thing you want to keep in mind is making sure your goals are smart goals. This means you want to make them specific, measurable, attainable, relevant, and timely, specific. Basically, you don't want to say, and we want to draw on social media because what does that mean? You want more engagement? Do you want your followers do what? What do you want out of social media? What do you want to grow on? And the specific part, and a measurable part is it has to be something next you can measure, in fact, with your analytics. So for example, the example of I want to grow on social media is not measurable goal. I mean, yes, you can see analytics going up, but you can't necessarily track. I mean, of course you can see that your accounts are growing and reach are growing and impressions engagement, et cetera. But if you don't have a number related to your goal, it'll be hard to know when you reach that goal. So for example, if you just want to grow on social media, if that's you or your client's goal, we want to grow on social media. Well, when do you know if you grew? If you grew 1%, will that be enough or will it be 10 percent that you want to grow that month or the next three to six months. Next, you want to make them attainable. Do not put the goal if, again, let's use that example of a client that just has a new brand and is launching on social media for the first time, they probably should not have the goal of reaching 10000 followers the first three months, for example, that just wouldn't be attainable. Obviously it's possible, but you have to be realistic. And if you're doing social media for your clients, It's kinda sometimes our job to let clients know that, hey, this probably isn't bad attainable, so let's tone it down a notch. We achieve it and if we suppress it, great, if not, this is a more realistic goal. You also want to make them relevant. And this kinda goes with what I was saying before talking to your clients first and seeing what their overall business goals are in order to create your social media goals. And let me just add this here. The strategy you use to get more followers, if that's your goal, should not be the same that you would use to get more sales. To get more sales, you're likely using a CTA to click the link in bio or to DMU for the link for a specific product or to buy directly within Instagram. Whereas to drive more followers, you've probably looking to increase your reach. Possibly we doing reals are doing more outbound engagement or so on and so forth. So this is why it's so important. You have the right goals in mind, so you have the right strategy to achieve the Raichle. And last but not least, you want to make sure your goals are timely. And what I mean by this is you want to have a time set of mind. So are you getting to those 10 give followers within the first three months, within the first six months, within the first month, you have to obviously, like I said, that's not the table will, but you need to have a timeline in place to know if you reach. Those are not because if you just have an open-ended goal of reaching ten K, Obviously if you reach that in five-years, you still reached your goal. But your goal is probably not a five-year goal if, especially if you're working with social media. Now when it comes to keeping track of your goals, that's where the analytics come in. I really encourage you to report on the progress every single month and kind of rethink your strategy or rethink your goals. At least every single quarter, like I said before. And new brand will likely be looking to broaden brand awareness in the first couple of funds. More regular, more interactive and more shareable post. Whereas a more established brand or that same brand going forward, will likely be looking to either increase engagement or increase conversions, IE clicks and sales. So as a recap, make sure you start with your goals written down, whether they are yours or your clients. Make sure you translate those into social media OLS, make sure there are smart goals and make sure you keep track of them which are going to be talking about in the next lesson. 3. Track Your Analytics: All right, hopefully now you have your goals. If you don't feel free to pause this lesson and think about your goals for us and then come back or maybe watched the whole way through. And then think about your roles and even come back to this lesson if you feel the need to, when it's sidetrack your analytics, basically what I recommend and I've said this in the previous lesson, but I recommend having either a reminder or a time lock on your calendar that happens every single month? I usually do my either at the end of the month or the first of every month. And I like to block one to two hours to go over analytics for each of the accounts that I've managed. So for example, for my accounts, I usually just need one hour because I'm just looking at the analytics for myself. I'm reporting back to myself and thinking the idea is to myself. But when I'm doing this for clients, I definitely take a little bit more time and then craft our report as we're going to be talking about in the next lesson. So that takes up a little bit more time, but it's definitely worth it. And he had, so just something to keep in mind. Make sure you're tracking your analytics regularly so you are on the right track to achieve your goals. So personally, I like to go platform by platform. I like to check for his native analytics. So whether that's Instagram, Facebook, Twitter, LinkedIn, Pinterest, YouTube, you name it. And then I go ahead and I pulled the numbers initially from the social media analytics platform to my spreadsheet, which I'll have the template link down below so you guys can use it for yourself as well. Just make sure you make a coffee first and then make any changes that you want to it. Then after I compile all the information into my spreadsheet, I like to go in again and look at the data with a more analytic AI. I like to compare it with fast MAN. So for example, if we seen it, the crease and one analytic or one of the numbers, I like to see, well, did we have a big rise, less money? Like why did this truck so much? And I also like to compare it like I said, the initial brands goals and the social media goals for that brand. So for example, if we've seen a drop in engagement, but that month we're looking to either get more reach or get more clicks. Maybe the dropping engagement doesn't mean that much. But if engagements is your goal for them and that's definitely bit more concerning. And I also always like to have a notebook handy to write some notes from about what we should keep or what we should tweak. But basically I like to compile the data first and then have another look at it and take down any notes that I need to. And actually I wanted to show you guys how I use my spreadsheet that I have linked for you guys again, and the description, it's quite self-explanatory, but either way, I want you guys to have all the information that you need. All right, So hopefully now you're seeing both my computer screen and my phone screen, though, as you can see, I have an Instagram business account which gives me the end sites down here and the middle. So I'm going to click that and I'm going to select right here at the top, last 30 days instead of last seven days, which it gives me by default. And here I wrote down the date, July 2020 one, but if you want, you can get even more specific. So I could say July second, 21, not 3020, Benito, anyone. And then I'm going to write down, I like to write down how many posts we have unmanned. Because sometimes that can be a relevant metric to track. So for example, if we have more reach, I want you to be able to see if it was for us during more posts, more reels were stories or if it was completely unrelated. So I had a 174 stories and I could recording my own account doesn't have rails insights yet. So I'm just going to skip these. And then I'm going to see on breach on reach, we had 9,483, which means we had a drop in 33.5% from last month. And then impressions I go into reach itself and I scroll down a little bit. I see 21, 1000, 0000, four, less a 100.3, 111%, and then profile activity, so profile visits, It's what this means. I should clear it up. Visits. I can't write today. So profile visits, 509, less 22.7%, and so on and so forth. You get the drill. I'm not going to fill this all out for you guys, but feel free to tweet this to your liking. If you don't do reals, you can delete this column if you have more insights or if you'd like to track something different, Be my guest. This is just a template for you guys to use to help you out on your social media strategy. So with that being said, let's get onto the next lesson where you can learn how to compile this information into a report to send to your clients. 4. Compile a Report: Alright, now that we've compiled all the information, all the insights onto ie spreadsheets, it's time to compile that information onto a report. This is especially important when you're doing social media management for clients rather than just managing your own accounts. And the mingle with this is that you deliver information to the client and the most polished and clear and concise way possible, because you got to remember that the client is likely not social media savvy. So you gotta make sure they understand it. Because they, and I want to know how their social media is going right. They're investing in you for social media. So they want to be kept on the loop but in a way that they understand. So for example, if you were to just send them the spreadsheet like we've seen in the previous lesson. They would probably look at all the numbers and be like, I don't know I don't know what this all means and they would be confused and either ignore it or just asks you a 100 different questions, so Q. Avoid that. Let's make sure to compile the information in the report. Like I just said. Make sure to notch just showed the numbers, make sure you translate the numbers, aids you what the mean and also make sure you relate those numbers with business goals and social media goals, like we talked about in the first lesson. Actually, how I like to structure my reports is first, I like to do a little goal recap both of the business schools and the social media moles. And then I like to go platform by platform. So first, for example, the one I haven't a template is Instagram. So I like to show Instagram low lights and highlights for highlights and low lights and then some general stats which you can usually find within the main page of your Instagram insights and that I like to share top-performing content for from. So for example, if this month we're trying to get more reach, Elektra show the top-performing and the reach category. Or if you're looking for more likes, more engagement in general, I like to share the tuples for that category as well. And then we repeat those to the highlights and the lights at the top performing posts for each individual platform. At the end, I like to end up with a little conclusion of things to focus on and suggestions for the client. And then optionally, this will depend on your relationship with the client and their availability and your availability and maybe even your contract that you have with them. But I personally like to have a monthly call with my clients just to go over to report for them, see if they have any questions. Or sometimes if the client is marketing savvy or has a lot of ideas, I like to brainstorm with them and something else that I forgot to add onto this presentation as I like to take the information, especially from the conclusion page of the report and afterwards craft the content calendar accordingly. So I first look at the insides and then craft the report, and then craft the content calendar for the following month based on top performing posts and goals for the next couple of months. So with that being sad, and show you actually the report template that I also have linked down below in the description. This one, you can add it within Canva. I think you should be available for you if you have a Canva free accounts. Hopefully all the features within this report are from Canva free. I don't think there's any from Canva pro, so you should be able to use it with a free and counts if there are any pay features. So free to delete them and replace them with other free teachers. So, so here on the first stage you can see the word social media report. I usually like to say what the month is. So for example, June social media report or something like that. I have caps lock on. And here I like to include the logo for the ion. So this is a blank space where you can draw the logo for your client. Let me pick up my own logo. So for example, you just drag it here and it should auto populate. And then like I showed you guys, we have a goal stage where you can recap the goals for that month or that corner. And then we have the Instagram page where you can feel free to change this for Facebook or LinkedIn or whatever. I'll leave it with Instagram because that's my favorite platform. Here is where you can put the general information like usually you know, that first page that you see on your insights, That's what I like to add a little screenshot. And here I put the highlights, so up to three highlights for lemon and up to three low lights. Then the top, for example, top reach. I like to say something about the top posts in this category. Share my thoughts. Like for example, why do I think these posts got the most reach was in hashtags? Was it the location tag? What was it? And I like to share how I'll use the information in this report, especially in this reach category, to treat the strategy and content plan going forward. So I am again, I like to share the little screenshot of the top reach. You know, when you rank the posts by reach on your Instagram insights, I like to share that little screenshot in here. If you're doing this for Facebook, for example, you can pull it a laptop image instead. So laptop. And you can move this around. This is highly customizable. Again, feel free to do this according to your needs. But you could add a laptop instead, rather than the the following. And you could tweak this to wrap around the lab to observe. This was a little bad example, but you get the drill. And then at the end, like I mentioned, I'd like to have a conclusion stage with a little recap of the report, some key takeaways, things to focus on the next month, and some suggestions to the client. So that's pretty much it for how to compile our porch, and that's it for today's class. Now, we're going to go into the actual where I'm going to be sharing with you guys how you can submit your very own class project. So stay tuned for that. 5. Outro: All right, that's it for today's class. Now for your class project, I would like you to compile over port of your last 30 days of social media. It's okay if you don't want to share the exact insights, you can use a mock report with some mach numbers. But I would love it if you guys good craft a report based on the spreadsheet template that I gave you and the report template that I gave you. And you can share it down below in the class project for all of us to see. Obviously, like I mentioned before, feel free to make any changes to both the spreadsheet and the template. They are free for you to use. And I would love to see what you guys come up with if you change the templates or and anything like that, I would love to see it. I'm sure you guys are as creative, if not much more creative than me. So I would love to see that. How many times can I say that? And as always, if you guys have any questions, any feedback, or any request for future classes, make sure to leave those in the comments down below. And also, if you enjoyed this lesson, make sure you check out my profile. I post a lot guys is all about freelancing and social media. So check those ones out and while you're there, make sure you follow me so you don't miss out on my next plan. I usually post about 12 months. So stay tuned for my next line and I'll talk to you guys next time. Bye.