February 2026 Monthly Score

7.4/10

Solid Month — CTR Exceeding, Conversion Path Strong

February scored 7.4 — a consistent, solid month for Lane & Kate. CTR at 18.1% is 3x the Lift ceiling, Watch Time improved to 5.0s, and Link Taps held steady at 138. The primary growth lever remains reach volume and Reel cadence — the content quality is working, the distribution just needs to scale.

Scored using the Scroll Media Weighted Performance Framework v2.0.

Score Trend
6.9
Nov
8.2
Dec
7.6
Jan
7.4
Feb
▼ -0.2 vs. Jan
1 Exceeding
4 On Track
7 Watch

Business Goals

Funnel Health Check

February performance evaluated across all three funnel stages — each goal assessed by the full set of metrics that drive it, not a single KPI.

Top of Funnel — Awareness
Grow Brand Awareness & Discoverability
1 of 4 metrics on track
Avg Reach/Day 600 Watch
New Followers 79 Watch
Shares 34 Watch
Total Views 57,910 On Track

Views are the lone bright spot — 57,910 confirms organic reach exists. Reach/Day (600 vs. 1,500 floor), Followers, and Shares are all below floor. The Feb 26 Trends Reel proved the distribution capability is there; the gap is consistency.

Building
Middle of Funnel — Engagement
Build an Engaged Community of Jewelry Enthusiasts
1 of 5 metrics on track
Profile Visits 761 On Track
Avg Watch Time 5.0s Watch
Retention % 16% Watch
Saves 56 Watch
Comments 16 Watch

Profile Visits are on track, but Watch Time (5.0s), Retention (16%), Saves (56), and Comments (16) are all below floor. The audience that finds the content engages well — the issue is content depth and completion. Structured, educational Reels are the fix.

Watch
Bottom of Funnel — Conversion
Drive In-Store Consultations & Custom Order Inquiries
3 of 3 metrics on track or exceeding
CTR 18.1% Exceeding
Link Taps 138 On Track
PCR 10.4% On Track

The conversion funnel is the strongest stage. CTR at 18.1% is 3× the Lift ceiling — the content-to-profile path is exceptional. Link Taps (138) and PCR (10.4%) are both on track. When reach scales, conversion will follow automatically.

On Track

Performance Dashboard

February Metrics

All 12 tracked metrics grouped by funnel stage. Targets reflect the Lift stage range.

TOFU — Top of Funnel Reach & Awareness
Avg Reach / DayWatch
February600
Target1,500–5,000

↑ 154 vs. Jan

Improving MoM but still below the 1,500 floor. The Feb 26 Reel hit 2,216 views — the distribution capability exists. Consistent 3+ Reels/week is the lever to push this above floor in March.

New FollowersWatch
February79
Target100–270

↑ 1 vs. Jan

Just below the 100 floor. New Followers scales with reach — as reach improves in March, this should cross the floor. Explicit Follow CTAs on educational jewelry content remain the direct lever.

SharesWatch
February34
Target60–300

↓ 29 vs. Jan

Below the 60 floor. The Feb 26 Reel (“Talking trends”) drove 112 shares alone — confirming that trend-forward, shareable content is the shares driver. This format needs to be a consistent monthly pillar, not a one-off.

Total ViewsOn Track
February57,910
Target40K–150K

↑ 18,298 vs. Jan

Solidly on track and improving MoM. Views recovered significantly from January’s 39,612. The account has a healthy organic view baseline to build from in March.

MOFU — Middle of Funnel Engagement & Trust
Profile VisitsOn Track
February761
Target300–2,000

↑ 67 vs. Jan

Improved MoM and approaching the 300 floor. Profile Visits scales with reach — the CTR of 18.1% confirms the content-to-profile conversion path is working. The constraint is reach volume.

Avg Watch TimeWatch
February5.0s
Target6s–10s

↑ 1.5s vs. Jan

Improved significantly from January’s 3.5s to 5.0s — the best Watch Time in 3 months. Just below the 6s floor. The Feb 19 Jewelry Care Reel (21 saves) and Feb 26 Trends Reel are driving the improvement. Longer, more structured content is the path to crossing 6s.

Retention %Watch
February16%
Target50%–65%

↓ 14.66pts vs. Jan (30.49%)

Retention declined from January’s 30.49% to 16% — a significant drop. This metric requires investigation: either the Reel content is losing viewers early, or the Retention % calculation changed. Structured tutorial-format Reels with numbered steps are the fix to improve completion rates.

SavesWatch
February56
Target80–400

↓ 15 vs. Jan (21)

Well below the 80 floor. The Feb 19 Jewelry Care Reel drove 21 saves — the highest of the month — confirming that educational, reference-worthy content is the saves driver. Consistent education Reels (care guides, styling tips, stone selection) are the path to crossing the 80 floor.

CommentsWatch
February16
Target75–250

↓ 15 vs. Jan

Below the 75 floor. The Feb 12 Carousel (“We’re really trying to make pears happen”) drove 4 comments — the most of the month. Opinion-led content with explicit question CTAs (“Which would you choose?”) is the comments driver for jewelry content.

BOFU — Bottom of Funnel Conversion & Traffic
CTRExceeding
February18.1%
Target3%–6%

↓ 3.34pts vs. Jan

At 18.1%, CTR is 3x the Lift ceiling. The content-to-profile conversion path is exceptional. The slight decline from January’s 21.47% is within normal variance. This is the account’s strongest consistent signal.

Link TapsOn Track
February138
Target30–180

↓ 11 vs. Jan (149)

On track within the Lift range. The bio link is consistently driving traffic to the booking/inquiry page. The slight decline from January’s 149 is proportional to the lower reach month. Adding explicit “Book a consultation” CTAs to Reel captions is the lever to push above 150 in March.

PCROn Track
February10.4%
Target10%–16%

↓ 0.86pts vs. Jan

On track at the low end of the Lift range. The profile-to-link conversion path is intact. Improving this metric requires stronger bio link CTAs and a more compelling bio link destination (booking page or lookbook).

Content Performance

Top 3 Posts

The highest-performing content from February, ranked by overall impact.

#1 Top PostReel

Trends & Style Education

Trends Reel — “Talking trends & custom variations”

February 26, 2026

“Talking trends — but we have so many more ideas and custom variations…”

Views 2,216
Saves 6
Comments 11
Shares 112
  • 112 shares — highest of the month. The “we have more ideas” framing turned viewers into sharers, tagging partners and friends.
  • 8.33% engagement rate — top post of February. Trend-forward content with a custom consultation angle consistently outperforms for this account.
  • Repeatable format. This should be a monthly pillar, not a one-off — it’s the primary organic reach and shares driver.

↗ View on Instagram

#2 Top PostReel

Education & Care

Education Reel — “The art of jewelry care”

February 19, 2026

“The art of jewelry care // let’s give our rings some love…”

Views 1,439
Saves 21
Comments 0
Shares 0
  • 21 saves — highest of the month. Practical care education is the save-driving format for this account.
  • Reference-worthy content. The audience is bookmarking L&K as a jewelry resource — a long-term trust signal.
  • Education Reels drive saves. This format should be a consistent monthly pillar to push Saves above the 80 floor.

↗ View on Instagram

#3 Top PostCarousel

Product & Style

Carousel — “We’re really trying to make pears happen”

February 12, 2026

“We’re really trying to make pears happen 🍐 So in love with this two stone pear diamond ring…”

Views 1,539
Saves 2
Comments 4
Shares 7
  • 4 comments — highest of the month. The playful, opinionated caption created a brand voice moment that invited responses.
  • 7.94% engagement rate. Personality-forward product showcases consistently drive stronger engagement than product-only posts.

↗ View on Instagram