KPIs and analytics are two different things. KPI stands for Key Performance Indicators. It’s a measurement that shows how a company actually performs compared to its goals or objectives. Meanwhile, analytics is a platform that measures a business process or its results. For example, if you want to measure your sales team’s performance over time, you might use metrics like average sales per month or an average number of meetings per week. However, people interchange social media KPI with another thing: social media metric. In this case, this might make more sense since they don't differ much in their definition and function