Five key KPIs, four for
social. One method.
Mentions, contributors, reach, impressions and Value on every channel, plus engagement, engagement rate, views and view rate for social. MVO measures them the same way across Instagram, TikTok, online and print, so your numbers compare and hold up. Then you choose which ones each client sees.
How every metric is calculated, channel by channel.
The five key KPIs work on every channel. Engagement and views apply to social coverage, and engagement can show as one total or as likes, comments, shares and saves.
Online audience data comes from Similarweb unique monthly visitors, adjusted for each country's share of traffic. Every metric can be switched on or off in each report.
How many people, and how many times.
Reach counts the people who could see your coverage, once each. Impressions count every time they could see it. Post again to the same audience and only impressions grow.
On TikTok, views are the reach.
TikTok shows content through the For You page, so followers are only a small part of the audience. MVO uses video views for TikTok reach, and still records followers so you can see which creators travel beyond them.
Standardised, not inflated.
Some tools count total visits instead of unique visitors, skip country adjustment, or include inactive followers. MVO uses unique visitors adjusted for each country, and keeps reach and impressions separate.
A benchmark, never the whole story.
Value turns exposure into a figure leadership understands: what the same visibility would cost to buy as advertising. It doesn't capture message quality, the breadth of voices or engagement, so MVO always reports it alongside the other four KPIs.
A 360° view of earned media.
Mentions show how much. Contributors show who. Reach shows how many people. Impressions show how often. Value shows what it's worth. For social, engagement, engagement rate, views and view rate show how people responded and how far video travelled.
Measurement questions.
Yes. Every metric can be switched off per report, Value included. Show the KPIs that suit each client, or none at all for a coverage-only report.