Social Media Analytics Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Social Media Managers, Digital Marketing Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-DM-062

Before you join: Participants should have practical familiarity with major social platforms and basic marketing reporting, such as reviewing post results, campaign reports or website traffic.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Social media teams generate large volumes of platform data, but reach, engagement and follower counts rarely answer the questions managers need to make budget, content and campaign decisions. Analysts must distinguish useful indicators from vanity metrics, connect platform results to website and commercial outcomes, and explain what should change next. Poor measurement definitions, inconsistent campaign tagging and fragmented reporting can lead to weak conclusions and wasted media spend.

This course teaches participants to design a practical social media measurement system. They will define objectives and KPIs, calculate and interpret core organic and paid metrics, collect data from platform analytics and GA4, apply UTM conventions, analyse content performance, segment audiences and use social listening data responsibly. Participants also learn campaign attribution, dashboard design, experiment design, data quality checks and executive reporting. The emphasis is on turning data into decisions about content, targeting, budget allocation, customer response and testing priorities.

Instructor-led sessions combine short technical briefings with realistic cases, data interpretation tasks, group analysis and reporting simulations. Participants work with platform-style exports, campaign data and dashboard structures relevant to marketing teams. Each participant leaves with a reusable social media measurement and reporting pack, including a KPI framework, metric dictionary, dashboard specification, campaign tagging structure and 30-60-90 day measurement plan. The course suits professionals responsible for reporting on social channels, paid social performance, content effectiveness or customer engagement.

What you will be able to do

  • Design a social media measurement framework linked to business objectives and customer actions
  • Define KPIs and metric formulas for organic, paid, video and website-referral performance
  • Apply UTM parameters and campaign naming conventions to social media tracking
  • Analyse content, audience and campaign data using rate, volume and trend measures
  • Build social listening queries and code sentiment findings for management reporting
  • Interpret attribution, incrementality and platform conversion data with appropriate caution
  • Create a Looker Studio dashboard specification for social media performance reporting
  • Develop a 30-60-90 day plan for improving social media measurement and testing

Benefits of attending

For you

  • Produce clearer social media reports that explain decisions rather than repeat platform metrics
  • Assess paid and organic performance using defensible KPI definitions and formulas
  • Identify weak content, audience saturation and tracking gaps before reporting deadlines
  • Build a portfolio-ready dashboard specification and measurement framework
  • Contribute confidently to budget, content and campaign optimisation discussions

For your organisation

  • Creates consistent definitions for social KPIs across marketing, communications and agency teams
  • Improves visibility of content, campaign and audience performance drivers
  • Reduces reporting errors caused by inconsistent date ranges, tags and metric formulas
  • Supports better allocation of paid social budget using comparable performance evidence
  • Establishes a repeatable reporting cadence with documented data quality controls

Course modules

10 modules over 5 days

Participants can translate business priorities into a structured social media measurement framework.

  • Measurement questions linked to awareness, consideration, conversion and retention decisions
  • Social media funnel mapped from exposure through advocacy
  • SMART objectives translated into observable platform behaviours and outcomes
  • Owned, earned, paid and shared media classified consistently
  • Vanity metrics distinguished from decision-useful performance indicators for managers
  • Stakeholder reporting needs converted into clear measurement requirements

Participants can select, calculate and document social media metrics for specific decisions.

  • Platform-native metrics compared: reach, impressions, plays, engagements and followers
  • Engagement rate formulas selected by reach, impressions or followers
  • Video retention curves interpreted using three-second views and completion rates
  • Click-through rate, CPC, CPM and CPA calculated correctly
  • Organic and paid results separated before performance comparisons
  • Metric definitions documented in a shared measurement dictionary

Participants can prepare reliable social media data for analysis and reporting.

  • Data collection plan specifies platforms, owners, frequency and retention periods
  • Meta Business Suite exports prepared for post-level analysis
  • LinkedIn Page Analytics data extracted with consistent date ranges
  • GA4 social traffic identified through source, medium and campaign dimensions
  • UTM parameters governed using a campaign naming convention
  • Spreadsheet data cleaned for duplicates, missing values and timezone differences
  • Privacy, consent and platform terms considered before collecting audience data

Participants can analyse audience signals and social conversations without overstating findings.

  • Audience segments built from demographics, interests, behaviours and customer value
  • Platform audience insights compared against CRM and web analytics evidence
  • Content preferences identified through saves, shares, comments and watch time
  • Sentiment coding separates praise, questions, complaints, requests and neutral mentions
  • Social listening queries use Boolean operators, exclusions and language filters
  • Representative comments sampled without overstating qualitative findings in reports

Participants can identify the content attributes associated with meaningful audience response.

  • Content taxonomy classifies format, theme, message, funnel stage and CTA
  • Post-level performance table ranks content using rate and volume measures
  • Benchmarking compares current results with baselines, competitors and platform norms
  • Publish-time analysis tests day, hour and audience availability patterns
  • Creative diagnostics connect hooks, captions, visuals and calls-to-action with outcomes
  • Statistical caution applied when small samples produce unstable rankings

Participants can assess paid social campaigns from delivery through conversion outcomes.

  • Campaign objectives matched to platform optimisation events and bid strategies
  • Paid social funnel tracks delivery, engagement, traffic, leads and purchases
  • Frequency and reach assessed for audience saturation and creative fatigue
  • Attribution windows explained before comparing platform and GA4 conversions
  • Incrementality distinguished from last-click attribution and correlation in campaign reports
  • Budget reallocation rules set using marginal performance and learning periods

Participants can specify a dashboard that supports operational and executive social media decisions.

  • KPI tree links business outcomes, channel drivers and diagnostic metrics
  • Looker Studio dashboard designed for executives, campaign managers and analysts
  • Scorecards, time series and tables selected for specific questions
  • Filters control date range, platform, campaign, audience and content type
  • Targets and thresholds flag exceptions requiring management attention
  • Data annotations record launches, outages, budget shifts and algorithm changes

Participants can plan and interpret social media tests using sound experimental principles.

  • Hypotheses specify audience, creative, expected effect and decision criterion
  • A/B test designs control one variable and define success metrics
  • Randomisation, sample size and test duration considerations explained plainly
  • Confidence intervals used to judge uncertainty around observed differences
  • Sequential testing risks recognised before declaring early winners
  • Test readouts distinguish statistical evidence, practical impact and next actions

Participants can communicate social media findings as clear, action-oriented management insights.

  • Insight statements connect observed patterns, likely causes and recommended actions
  • Executive narrative separates signal, uncertainty, implication and decision request
  • Waterfall analysis explains performance movement between reporting periods
  • Competitor benchmarking uses comparable public metrics and stated limitations
  • Negative feedback escalated through agreed community management and risk protocols
  • Monthly reporting calendar assigns inputs, validation, approvals and distribution

Participants can establish an operating rhythm for sustained social media measurement improvement.

  • Measurement governance defines metric owners, data checks and version control
  • Platform changes monitored for impacts on metric continuity and benchmarks
  • Data quality checklist tests completeness, consistency, timeliness and plausibility
  • 30-60-90 day measurement plan prioritises decisions, reports and experiments
  • Operating cadence aligns content reviews, campaign optimisation and stakeholder meetings
  • Personal application plan identifies first dashboard, test and reporting improvement

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Social media KPI framework
  2. Metric definition dictionary
  3. UTM and campaign naming template
  4. Content performance analysis model
  5. Social media dashboard specification
  6. 30-60-90 day measurement plan

Who should attend

  • Social Media Managers — need reliable evidence for content, community and channel decisions
  • Digital Marketing Managers — need to connect social activity with campaign and commercial outcomes
  • Performance Marketing Specialists — need to assess paid social efficiency and attribution
  • Content Marketing Managers — need to identify formats and themes that produce meaningful response
  • Marketing Analysts — need consistent methods for social data collection, analysis and reporting
  • Communications Managers — need defensible reporting on audience response, reputation and engagement

Skills and tools covered

Social KPI designCampaign performance analysisContent analyticsSocial listeningDashboard reportingMarketing experimentation

Tools and standards

Google Analytics 4, Looker Studio, Meta Business Suite, LinkedIn Page Analytics

How the course runs

Training methodology

The course uses short instructor briefings followed by guided interpretation of social platform exports, GA4 traffic data and campaign reports. Participants analyse realistic content, paid media and social listening cases in small groups, calculate selected metrics and discuss alternative management decisions. Dashboard design and reporting simulations focus on audience needs, data quality and decision clarity. Facilitated application planning helps participants adapt the methods to their own channels, reporting cycles, campaign structures and stakeholder requirements.

Requirements and prerequisites

Participants should have practical familiarity with major social platforms and basic marketing reporting, such as reviewing post results, campaign reports or website traffic. They should be comfortable working with spreadsheets, percentages and simple charts. Experience with a social media management platform, paid advertising account or analytics dashboard is useful but not essential. The course does not require coding, statistics software, API access, advanced data science, prior Looker Studio experience or responsibility for media buying. Participants may bring examples of their current reports if organisational policy permits.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should understand the purpose of major social platforms and have basic experience reading marketing reports or working with spreadsheets. You do not need coding skills, statistics software expertise, API access or advanced analytics training.

Bring a laptop if attending in the classroom, along with examples of current social reports, campaign naming rules or KPIs where policy allows. Access to live organisational accounts is not required, as course cases and data structures are provided.

The course is designed for social media managers, digital marketers, content managers, performance specialists, communications professionals and marketing analysts. It is particularly useful for people expected to explain channel performance to managers or clients.

A social media marketing course focuses mainly on channel strategy, content creation, community management and campaign planning. This course focuses on measurement design, data collection, analysis, reporting, attribution and testing.

Participants can use the KPI framework and metric dictionary to standardise existing reports immediately. The dashboard specification, tagging template and measurement plan can then be adapted to current campaigns and reporting cycles.

The programme includes approximately 32.5 contact hours, delivered from 08:30 to 16:30 each day. Time is divided across ten modules covering measurement strategy, data, analysis, reporting, experimentation and application planning.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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