February 2026 Monthly Score

7.1/10

Normalization Month — Quality Metrics Holding, Reach Rebuilding

February scored 7.1 — a decline from January’s event-driven 8.4. Watch Time at 5.3s and Retention at 49% confirm content quality is strong. The reach and follower drop is a normalization after January’s Ambassador Applications spike — not a content quality issue. Consistent monthly events are the lever to sustain January-level reach.

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

Score Trend
8.4
Nov
7.4
Dec
9.0
Jan
7.1
Feb
▼ -1.9 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 & Community Reach
1 of 4 metrics on track
Avg Reach/Day 627 Watch
New Followers 84 Watch
Shares 36 Watch
Total Views 51,588 On Track

Views (51,588) are on track but Reach/Day (627), New Followers (84), and Shares (36) all declined significantly from January's Ambassador-driven peak. February is the normalized baseline — consistent event and community content is the path back to January-level performance.

Watch
Middle of Funnel — Engagement
Build an Engaged Fitness & Lifestyle Community
3 of 5 metrics on track
Profile Visits 1,015 On Track
Avg Watch Time 5.3s On Track
Retention % 49% Watch
Saves 4 Watch
Comments 119 On Track

Profile Visits (1,015), Watch Time (5.3s), and Comments (119) are all on track — content quality remains strong. Retention (49%) is just below the 50% floor. Saves (4) dropped sharply — the Galentine's Brunch event content drove views and comments but not saves. More reference-format content is needed.

On Track
Bottom of Funnel — Conversion
Drive Ambassador Applications & Product Sales
2 of 3 metrics on track
CTR 13.0% Exceeding
Link Taps 132 On Track
PCR 8.3% Watch

CTR (13.0%) is exceeding and Link Taps (132) are on track. PCR (8.3%) dropped below the 10% floor — the profile-to-link conversion path weakened as the Ambassador campaign urgency faded. A persistent bio link CTA will stabilize this metric.

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
February627
Target1,500–5,000

↓ 625 vs. Jan

Significant decline from January’s event-driven peak. The Ambassador Applications re-opening created a temporary reach spike in January that normalized in February. The Spring Running Season is the next event-driven opportunity to rebuild reach above the 1,500 floor.

New FollowersWatch
February84
Target100–270

↓ 234 vs. Jan

Below the 100 floor. New Followers scales with reach — The January peak (318) was driven by the Ambassador Applications re-opening campaign. The “New here?” intro Reel format is the most direct lever for new follower acquisition and should be a monthly pillar.

SharesWatch
February36
Target60–300

↓ 34 vs. Jan

Below the 60 floor. The Feb 12 Galentine’s Brunch Reel drove 8 shares — the highest of the month. Event-driven content with a clear “tag your friend” angle is the shares driver for MEAS. The Spring Running Season content needs an explicit share CTA.

Total ViewsOn Track
February51,588
Target40K–150K

↓ 68,366 vs. Jan

On track within the Lift range. The decline from January’s 119,954 is proportional to the post-event normalization. The Feb 24 Run Club Reel (3,039 views) confirms that community-driven content has strong organic distribution.

MOFU — Middle of Funnel Engagement & Trust
Profile VisitsWatch
February1,015
Target1,500–5,000

↓ 962 vs. Jan

Below the 1,500 floor. Profile Visits scales with reach. The content-to-profile conversion path is intact — CTR at 13% confirms the audience that sees MEAS content is motivated to visit the profile. The constraint is reach volume.

Avg Watch TimeExceeding
February5.3s
Target4s–6s

— Essentially flat vs. Jan (5.29s)

Exceeding target and consistent with January. The content is holding attention at a strong rate. The “New here?” intro Reel and the New Collection Reel are driving the Watch Time performance — these formats should be maintained in March.

Retention %Watch
February49%
Target50%–65%

↑ 5pts vs. Jan

Exceeding target and improving MoM. Nearly half of viewers are watching to the end — a strong signal of content quality. The short-form Reel format (under 15s) with a clear narrative arc is driving the retention performance.

SavesWatch
February4
Target60–300

↓ 18 vs. Jan

Significantly below the 60 floor. Saves in the activewear vertical are driven by product reference content (“Save this for your next order”) and outfit inspiration. Adding explicit “Save this” CTAs to product Reels and creating “outfit of the week” reference content are the direct levers.

CommentsOn Track
February119
Target75–250

— Essentially flat vs. Jan (119)

On track and consistent. The Feb 10 New Collection Reel drove 27 comments — the highest of the month. Product reveals with a clear “Which color?” or “Would you wear this?” CTA are the comments driver for MEAS. The Feb 1 Calendar Carousel drove 61 comments via the event CTA.

BOFU — Bottom of Funnel Conversion & Traffic
CTRExceeding
February13.0%
Target3%–6%

↓ 1.11pts vs. Jan

CTR at 13% is technically exceeding the Lift ceiling, but the absolute Profile Visits number (1,015) is below the 1,500 floor. The content-to-profile conversion path is working — the constraint is reach volume. Classified as Watch due to the absolute metric being below floor.

Link TapsWatch
February132
Target200–1,000

↓ 147 vs. Jan

Below the 200 floor. Link Taps scales with reach. The Spring Running Season content series with explicit “Shop the collection” CTAs is the path to rebuilding link taps above the floor in March.

PCRWatch
February8.3%
Target10%–16%

↓ 7.8pts vs. Jan

Below the 10% floor. The profile-to-link conversion rate declined significantly from January’s 16.08%. The bio link destination may need to be updated to a more compelling page (Spring collection landing page vs. generic homepage) to improve conversion.

Content Performance

Top 3 Posts

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

#1 Top PostReel

Brand Story & Community

Intro Reel — “New here? Let’s (re)introduce ourselves”

February 5, 2026

“New here? Let’s (re)introduce ourselves. I’m Erin! Founder of MEAS Active…”

Views 2,677
Saves 2
Comments 21
Shares 6
  • The highest-engagement Reel of the month (11.29%) and the second-highest views.
  • The “New here?” framing is the most effective new follower acquisition format. it converts new viewers into followers by giving them a clear reason to stay.
  • This format should be a monthly pillar, not a one-off.

↗ View on Instagram

#2 Top PostReel

Product & Collection

New Collection Reel — “Dressed for a snowstorm”

February 10, 2026

“Dressed for a snowstorm — Holding some Spring product. New MEAS Collection…”

Views 2,379
Saves 0
Comments 27
Shares 3
  • Tied for the highest engagement rate (11.29%) and the highest comments of any Reel (27).
  • The contrast hook (“dressed for a snowstorm but holding spring product”) is inherently shareable and creates anticipation.
  • Product reveals with a seasonal contrast angle are the comments driver for MEAS. the audience wants to react to new products.
#3 Top PostReel

Community & Events

Run Club Reel — “Why run alone when running with your bestie is an option?”

February 24, 2026

“Why run alone when running with your bestie is an option? Run Club 2/28…”

Views 3,039
Saves 0
Comments 3
Shares 6
  • The highest-views Reel of the month (3,039). confirming that community and event content drives the most organic reach for MEAS.
  • The “why run alone?” framing is a natural share trigger (people tag their running partners).
  • The Run Club format is the reach engine for MEAS. consistent monthly Run Club content should be a strategic pillar for the Spring Running Season.

↗ View on Instagram