February 2026 Monthly Score

8.3/10

Breakout Month — 9 Metrics Improving, Reach Exceeding

February scored 8.3 — a significant improvement from January’s 7.6. 9 of 12 metrics improved MoM, Avg Reach/Day jumped to 1,772 (Exceeding Spark targets), and Watch Time improved to 7.5s. The account is gaining momentum fast in its second month.

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

Score Trend
7.7
Nov
8.3
Dec
7.4
Jan
8.3
Feb
▲ +0.9 vs. Jan
2 Exceeding
5 On Track
5 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
Build Brand Awareness & Local Discoverability
All 4 metrics on track or exceeding
Avg Reach/Day 1,772 Exceeding
New Followers 27 On Track
Shares 32 Exceeding
Total Views 35,614 Exceeding

Exceptional top-of-funnel month. Reach/Day (1,772), Shares (32), and Views (35,614) are all exceeding the Spark ceiling — a significant spike from January. New Followers (27) are on track. This performance signals strong content-market fit; the priority is sustaining this cadence.

Exceeding
Middle of Funnel — Engagement
Establish Trust & Community Connection
4 of 5 metrics on track
Profile Visits 249 On Track
Avg Watch Time 7.5s Exceeding
Retention % 32% On Track
Saves 2 Watch
Comments 12 On Track

Watch Time (7.5s) is exceeding and Profile Visits (249), Retention (32%), and Comments (12) are all on track. Saves (2) remain below floor — the audience is engaging but not saving. Adding explicit save CTAs to educational content is the direct lever.

On Track
Bottom of Funnel — Conversion
Drive Store Visits & Product Inquiries
1 of 3 metrics on track
CTR 2.4% Watch
Link Taps 6 Watch
PCR 10.8% On Track

PCR (10.8%) is on track. CTR (2.4%) and Link Taps (6) are below the Spark floor — the conversion path from profile to link needs strengthening. A clear bio link CTA and a compelling destination (store page or product feature) will move these metrics above floor.

Watch

Performance Dashboard

February Metrics

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

TOFU — Top of Funnel Reach & Awareness
Avg Reach / DayExceeding
February1,772
Target300–1,200

↑ 1,606 vs. Jan

Exceeding the Spark ceiling — a significant breakthrough. The “Nineteen years ago” founder story post drove 15,157 views and was the primary driver of the reach spike. This format needs to be a consistent monthly pillar to sustain reach above the 1,200 ceiling.

New FollowersWatch
February27
Target40–90

↑ 3 vs. Jan

Below the 40 floor despite the high reach month. The high reach from the founder story post is reaching existing followers and their networks, but not converting to new followers at the expected rate. Adding explicit Follow CTAs to the founder story posts is the direct lever.

SharesOn Track
February32
Target15–60

↑ 28 vs. Jan

On track and significantly improved MoM. The Salomon launch Carousel drove 66 shares — the highest of the month — confirming that new brand/product launches are the shares driver. New brand launches should include an explicit “Share this with your running partner” CTA.

Total ViewsOn Track
February35,614
Target10K–40K

↑ 19,899 vs. Jan

On track and approaching the Spark ceiling. The “Nineteen years ago” post (15,157 views) drove the majority of the view volume. The account is approaching the top of the Spark range — a strong signal of readiness to transition toward the Lift stage.

MOFU — Middle of Funnel Engagement & Trust
Profile VisitsOn Track
February249
Target100–500

↑ 49 vs. Jan

On track and improving MoM. The content-to-profile conversion path is working. The high reach from the founder story posts is driving more profile visitors who want to learn more about Up and Running.

Avg Watch TimeExceeding
February7.5s
Target3s–6s

↑ 1.5s vs. Jan

Exceeding the Spark ceiling at 7.5s — above the 6s high end. The community spotlight and founder story Reels are holding attention at a strong rate. Longer-form storytelling content is the path to sustaining this performance.

Retention %Watch
February32%
Target35%–50%

↑ 9pts vs. Jan

Below the 35% Spark floor and improving MoM. The community-first content is trending in the right direction. Shorter Reels with strong hooks in the first 2 seconds are the most reliable lever for pushing Retention above the 35% floor.

SavesWatch
February2
Target20–80

↑ 2 vs. Jan

Below the 20 floor. Saves in the local running store vertical are driven by training plan content, race calendar posts, and shoe/gear reference content. Adding explicit “Save this training plan” CTAs to the Running 101 and 5K Training content is the direct lever.

CommentsWatch
February12
Target15–75

↑ 17 vs. Jan

On track and significantly improved MoM. The “Nineteen years ago” post drove 104 comments — the highest of the month by a wide margin — confirming that founder story content is the comments driver for Up and Running. The community is deeply invested in the store’s history and mission.

BOFU — Bottom of Funnel Conversion & Traffic
CTRWatch
February2.4%
Target3%–8%

↓ 2.59pts vs. Jan

Below the 3% floor. The founder story content is driving reach and engagement but not converting to profile visits at the same rate. Adding a clear profile visit CTA (“Check out our bio for the Spring Running Season schedule”) to high-reach posts is the direct fix.

Link TapsOn Track
February6
Target5–40

↓ 4 vs. Jan

On track within the Spark range. For a local running store, the primary conversion mechanism is in-store foot traffic, not link clicks. Updating the bio link to the Spring Running Season event page will drive measurable online-to-offline conversion during peak event months.

PCROn Track
February10.8%
Target10%–18%

↓ 1.16pts vs. Jan

On track within the Spark range. The profile-to-link conversion rate is healthy. The bio link destination should be updated to the Spring Running Season event page to improve the conversion path for the high-engagement audience.

Content Performance

Top 3 Posts

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

#1 Top PostImage

Founder Story & Brand Heritage

Founder Story — “Nineteen years ago…”

February 5, 2026

“Nineteen years ago, Up and Running was basically one to two employees… — Nickie”

Views 15,157
Saves 2
Comments 104
Shares 0
  • The highest-performing post of the month by a wide margin. 15,157 views and 104 comments at 10.45% engagement.
  • This is the account’s breakout format: founder-led origin stories that connect the community to the store’s 19-year history.
  • The comments confirm that the audience is deeply invested in the Up and Running story.

↗ View on Instagram

#2 Top PostCarousel

Brand Launch & Product

Salomon Launch Carousel — “Salomon has officially made its debut”

February 13, 2026

“Salomon has officially made its debut at Up and Running in Dayton & Troy…”

Views 3,271
Saves 1
Comments 27
Shares 66
  • The highest-shares post of the month (66) and the highest engagement rate (15.6%).
  • New brand launches are the shares engine for Up and Running. the audience shares new product announcements with their running partners.
  • The Carousel format (multiple product shots) is the right format for brand launches.

↗ View on Instagram

#3 Top PostReel

Education & Community

Running 101 Reel — “Running doesn’t have to be intimidating”

February 3, 2026

“Running doesn’t have to be intimidating. Running 101, 5k Training Program…”

Views 923
Saves 1
Comments 2
Shares 5
  • The highest-views Reel of the month (923) at 6.54% engagement.
  • The “Running doesn’t have to be intimidating” hook is the most inclusive and accessible framing for Up and Running’s mission. it speaks directly to the beginner runner audience that the 5K Training Program targets.
  • This format should be the template for all Running 101 and training program content.

↗ View on Instagram