7 HVAC Social Media KPIs That Actually Drive Revenue
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If you are tracking hvac social media kpis but still cannot tell whether social is creating real calls and booked jobs, you are not alone. Most HVAC companies get stuck watching likes go up while the schedule stays the same. The fix is simple: track fewer numbers, but track the right ones, tied to leads and revenue.
Want a website that makes you money? Book a strategy call with Digital Dream Homes now.
HVAC social media kpis that matter most for local HVAC growth
Here is the truth: social media is usually not a straight line to a sale. It is more like a trust engine that turns “who are you?” into “can you come today?” So your KPI stack should follow the customer journey:
Attention (did the right locals see you?)
Trust (did you look legit and responsive?)
Intent (did people click, message, or call?)
Revenue (did those actions become booked jobs?)
Below are the 7 KPIs that do that job.
1) Qualified local reach
Reach matters, but only when it is local and relevant. A thousand views from three states away will not fix a broken furnace in Ohio.
What to track:
Reach by city or service area (if the platform provides it)
Video views from your service radius
Follower growth in your target towns
Quick HVAC scenario: You post a “frozen coils” reel and it gets 8,000 views. Great. Then you realize 70% of views are outside your service area. Your real KPI is local reach, not total reach.
2) Engagement rate (not total likes)
A pile of likes is not a KPI. hvac engagement rate is, because it tells you whether the people who saw the post cared enough to react.
Simple engagement rate formula:
(Likes + Comments + Shares + Saves) ÷ Reach
Benchmarks vary by platform and audience, but broad industry benchmarks show that engagement rates can be modest on some networks, so you are aiming for consistent improvement, not perfection.
What to optimize for in HVAC:
Comments (“How much does this cost?”)
Saves (“saving for later” usually means intent)
Shares (your best referral engine)
3) First response time for messages and comments
This one prints money when your competitors ignore it.
If someone DMs “can you come today?” and you respond tomorrow, you basically donated that job to the fastest competitor. Consumers commonly expect brands to reply within 24 hours or less.
What to track:
Median first response time
Percent of messages answered within 1 hour and within 24 hours
Missed message count per week
Nerdy but useful tip: set a goal like “90% answered within 1 hour during business hours.”
4) Website clicks from social (and what those clicks do)
Clicks are where tracking hvac social media performance gets real. If social is working, it moves people to your website, your service pages, and your booking flow.
What to track:
Link clicks (per post and per week)
Landing page conversion rate (did they call or submit?)
Top posts that generate clicks
This is where most HVAC companies discover the real problem is not social. It is the website. If the site is slow, confusing, or has weak calls to action, clicks will not convert. If you want a fast upgrade path, reference How to Create a Professional Website for Your Small Business.
5) Leads created from social (not “leads you think you got”)
You need one definition of a lead, and it must be trackable.
Count as a lead:
A form fill that includes phone and service need
A call longer than 60 seconds from a trackable source
A booked estimate from social DMs
How to track without getting fancy:
Use UTM links for your bio and promo posts
Use call tracking on your “social traffic” landing pages
Tag leads in your CRM as “Social”
If you want to build this the right way, your social should push into a simple funnel, not a random homepage. See Sales Funnel for a Small Business Website That Prints Money.
6) Booked jobs and revenue from social
This is your hvac social media roi KPI. It is also the one most companies never measure.
What to track monthly:
Jobs booked from social leads
Revenue from those jobs
Close rate (booked jobs ÷ leads)
HVAC scenario:
You spent $300 boosting posts. You got 14 leads, booked 6 jobs, revenue was $7,200. That is ROI you can scale. If you cannot calculate that, you are guessing.
7) Referral signals (shares, DMs, and “my friend said”)
HVAC grows on trust, and trust spreads through people. Referrals show up on social as:
Shares
“Tag a friend” comments
DMs that start with “my neighbor recommended you”
If you want to turn this into an actual system, pair social proof posts with a referral ask and a website that makes it easy to take action. This will help: How to Get More Referrals for Small Local Business Fast.
The KPI scoreboard to use every week
Track these weekly, in one simple dashboard:
Visibility
Qualified local reach
3 best posts by reach
Engagement
hvac social media metrics: engagement rate by post type
Saves and shares
Speed
First response time
Missed messages
Demand
Website clicks
Leads created
Revenue
Booked jobs
Revenue from social
Bonus: if you are also running Google Ads, compare the cost per lead and close rate across channels. This guide is worth reading: 9 Reasons Small Business Should Hire a Google Ads Agency.
What to stop tracking (or at least stop obsessing over)
These numbers are not useless, they are just not decision-makers:
Total followers (without local quality)
Total likes (without engagement rate)
Impressions (without clicks and leads)
“Viral” posts that do not produce local intent
If you want a fun, practical content format that often improves clicks and local trust, test list-style posts like “5 signs your furnace is failing.” Here is why that format works: What Is a Listicle and Why Your Website Desperately Needs One. And if you want lead-focused content ideas built for HVAC, start here: 7 Ways to Get More HVAC Leads Without Discounting.
The bottom line
The best hvac social media kpis are the ones that connect social activity to faster responses, more clicks, more leads, and more booked jobs. Track the 7 KPIs above for 30 days, tighten what is weak, and you will finally know what is working and what is just noise.
Want a website and tracking setup that turns your social traffic into booked calls? Book a free strategy call below with Digital Dream Homes.
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