Facebook Insights provides tons of metrics to help you monitor the performance of your campaigns and optimize your marketing on the platform.
For startups and new businesses, it can be difficult to grasp the multitude of Facebook metrics and identify the key indicators that will help them evaluate their performance.
Are you feeling the same?
Don’t worry. This blog will discuss every important Facebook metric you need to track and the importance of it for your overall Facebook marketing strategy.
What is the importance of analysing your Facebook metrics?
Statistics show that 1.6 Billion people have connected to a small business via Facebook. This is sufficient evidence of Facebook’s affinity for startups and SMBs.
It could prove to be a waste of such an effective marketing channel by calling the shots on Facebook without first assessing Facebook insights.
It is important to use Facebook to market your company. This strategy should be based on the key metrics that are most aligned with your marketing goals.
Are you still in agreement?
If you don’t, let’s look at the consequences of not following the Facebook metrics.
- Targeting the wrong audience
- We get fewer impressions and more reach on our posts
- Better ads result in fewer conversions
- Facebook marketing expenses yield low returns
- Less engagement
- Not posting at the right times on Facebook
- Referral traffic is less
The list could go on.
To avoid these setbacks, it is crucial to analyze all of your key Facebook metrics.
Let’s now dive into the important metrics that you should track to grow your Facebook business.
12 Facebook metrics that your business needs to track
We have divided the most important Facebook metrics into these categories for your convenience:
Table of Contents
- Facebook Post metrics
- Metrics for Facebook Audience
- Facebook traffic metrics
- Metrics for Facebook Pages
- Facebook Ad metrics
This is the first.
Facebook Post Metrics
Facebook post metrics can be a great indicator of your content’s reach, and its popularity with your audience.
Engagement measures the number of people who took action on your content. This can take the form of click-throughs and comments as well as likes and shares.
It is possible to track it from where?
It is easy to track engagement metrics on Facebook Insights pages under the “Posts” section.
This page allows you to track the engagement of each post.
SocialPilot’s Facebook analytics tool is another efficient way to access your engagement metrics.
If you manage multiple Facebook accounts, SocialPilot is a must-have tool.
It allows you to track analytics from multiple Facebook accounts within one dashboard.
You can also export and monitor analytics from many social media platforms like Twitter, LinkedIn and Instagram.
You heard it right! You can download the social analytics report from the tool directly with multiple email addresses using the exports feature.
Do you hate sharing social performance reports with clients?
You don’t have to worry about it. SocialPilot analytics has the “Schedule Reports” feature that automates the sharing of reports on a particular day or first of each month with clients. You can say goodbye to the hassle of manually generating social media reports every month.
Why is engagement important on Facebook?
To determine the value of your content on social media, the engagement metric is crucial.
Your content resonates with users when there is more engagement with it. This metric will allow you to determine which type of content works for you.
This is not all.
Good engagement gives an edge in the eyes the Facebook algorithm. When the algorithm finds that users are interested in your content, it will display more of it in their feed.
The number of people who have viewed your content on Facebook is called Reach. Although it is not as precise as engagement, it will give you an idea of your potential audience size.
It is possible to track it from where?
You can also see engagement in the Facebook insights section under “Post”.
You can also see a graph of all your posts in “Reach” on the Facebook Insights page to show how they have been received over time.
SocialPilot gives you an easy way to see the reach of each post.
Why is reach important for Facebook KPIs?
Reach, if your company has only recently embraced the social media world, can be a vital metric for assessing your brand awareness.
Here’s the bad news.
Facebook’s organic reach is at an all time low since 2012. If you want to dramatically increase your reach on Facebook, then you should consider Facebook ads.
There is still a bright side to the story!
Analyzing your reach metrics will show you which posts are getting more organic reach so that you can increase it by tenfold.
It is important to monitor and aim for high reach because it directly impacts your engagement metrics. A post with more reach will have a better chance of getting good engagement.
With a subtle distinction, reach and impression can be somewhat similar.
What is it?
Reach counts for each person who sees your posts.
However, impressions are the number of times someone has seen your posts.
If someone sees your post and then encounters it again as a shared post, it will count as two impressions, but one reach.
How do you track impressions?
The impression generated by your post will be revealed if you follow the same path for engagement and reach as you did for reach. You can find this information on Facebook insights under the “Post” section.
What is the importance of the impression metric on Facebook?
The impression metric can be used to determine the virality of a post. However, not all impressions are viral.
Your reach will always have an equal or greater impression count. To determine if a post is viral, however, you will need to have more impressions.
Did you know that an impression can lead to conversions?
The “marketing rule of seven” states that prospects must come across your post an average of 7 times before they take any action.
Having more views on your posts can result in more conversion. Keep track of posts with significant impressions and make sure you include more of these content in your Facebook ads.
4. Your fans will be online when you are online
This section shows you how active your Facebook audience has been over the past week. The graphical representation of this section shows you how many fans are online at any given time on an average day or week.
It is possible to track it from where?
This section is located at the top of the tab “Post”, under the Page Insights.
SocialPilot also shows you how many people are on Facebook at any given hour of the day.
Why is the “When your friends are online” metric so important?
Organic reach has been declining steadily since 2012 so it is important to use the best time to post to Facebook to get attention to your content.
Here’s the catch: Every business has its best time.
You can now enter the section “When your fans online”
This section provides a brief summary of the times your fans are online and allows you to link to your Facebook post.
What does all this mean?
This means that you can post your posts in a matter of days or hours. You will be able to show more fans online and get more engagement.
Metrics of Facebook Audience
Facebook audience metrics provide you with an in-depth view of the age, gender and location of your followers, fans and people you have reached.
5. Demographics based on age and gender
You can use the age and gender demographics metrics to pinpoint your audience. This section shows a graphic representation of your followers and fans grouped by their age and gender.
It is possible to find it.
Your Facebook Insights page can track your gender and age metrics under the “People” section.
Alternativly, you can also access SocialPilot’s Facebook analytics page to check the demographics of your audience.
Why is age and gender a Facebook KPI important?
Imagine a company that sells canes to older people creating a post on Facebook using Gen-Z lingo. It would be impossible for it to go down if there was good engagement.
This is why it is important to understand your target audience before you can create a solid Facebook content strategy.
Simply put, if you look at the age and gender breakdown of your followers, it will help you create a holistic content marketing strategy.
To find your audience, dig into your gender and age data and create content that appeals to them.
6. Language and location metrics
This section provides insight into the language and location of your followers and fans by extending age and gender metrics.
It is possible to find it.
This data will be available in tabular format right below the gender and age metrics.
Why track “Location & Language”?
If your brand caters to international locations, it is certain that your one-size fits all content approach will not work for everyone.
What is the solution?
You should choose a content localization strategy that is compatible with your target audience’s linguistic nuances and cultural and social factors. It would also be a good idea to consider aesthetic choices and political or religious norms.
You can use the audience insights to get a better idea of your audience’s language preferences and location on Facebook and tailor your content accordingly.
Traffic Statistics for Facebook
This category shows you how much traffic is being directed to your Facebook page and website.
7. Refer traffic to Facebook
Referral traffic metrics on Facebook tell you how much traffic is coming to your site from your Facebook page. This traffic could be from people clicking on your profile or shared posts.
It is possible to track it from where?
Google Analytics displays all data related to your referral traffic. You should already have a Google Analytics account.
Click on “Acquisition” in the left-hand menu of Google analytics to access this data. Next, go to Social>Network Referrals. This will show you the traffic that your website receives from your social media networks. It also includes Facebook.
Why is it important that Facebook Refer Traffic metrics are tracked?
It is essential for every business to assess whether their Facebook content is bringing enough people back to the website.
The Facebook referral metric allows you to keep track of visitors from Facebook to your website. This gives you an overview of how many sessions were made to your website, the pages viewed and the time the user spent on your site.
It tells you how captivating your headlines or content were and whether people clicked on them.
Referral traffic is declining means people aren’t finding your content useful enough to click.
Tip for Productivity
Productivity tip: Create a compelling social media call-to-action that encourages people to act on your posts on Facebook.
8. Traffic to Facebook pages
This metric shows the traffic to your Facebook profile page coming from various sources, including Facebook feed.
This metric can be tracked in the following places:
This metric can be tracked by going to the insights section, “Page Views”, and finding a graphic representation of top traffic sources to your page.
Why track Facebook page traffic?
You can also track the traffic from your websites to Facebook just like you would with referral traffic.
To maximize your exposure as a new company, you need a well-integrated website connection and social media. Organic traffic to your site is attracted to your social media profiles whenever it comes.
It will also give you information about how many people saw your website, product or service, and decided to stay longer by visiting your Facebook page.
Metrics for Facebook Pages
Facebook page metrics tells you how many people like and follow your page.
9. Likes and Follows of Page
Page likes, as the name suggests, are the number people who liked your page and followed it to view your content.
However, there is a fine line between page likes or follows.
If someone likes your page it becomes theirs automatically. They can choose to unfollow your page so that they do not receive any updates. These people will still be listed as your audience.
The other hand.
They will not be considered your audience if they do not like your page but still follow it.
How to find them?
You can track detailed insights about your page likes by going to the “Likes” section of the Page Insights.
This will show you the breakdown of both your organic and paid likes as well as how many unlikes you’ve received over the period you selected.
You can also track your page’s progress by clicking here
To see a breakdown of your organic and paid followers as well as those who unfollowed your during your selected period, go to the “Followers” section.
SocialPilot also shows you how many page likes you have lost or gained each day.
Why measure page likes and followers?
When compared to engagement, page likes and followers are vanity metrics.
It gives you an idea of the reach of your audience and your growth rate on Facebook, even though it is a brand new page.
However, having more followers is better than having stagnant numbers. Your Facebook marketing may be failing if your followers are not growing or declining month after month.
Facebook Ad Metrics
Facebook ads manager provides tons of metrics that can be used to monitor your campaign. The sheer volume of data available can make it overwhelming.
Keep your marketing goal in mind as you evaluate your Facebook ads. This will help you get the most from your Facebook metrics.
We have briefly touched on the most important ad metrics every business should track.
How to find them?
The Facebook ads manager will provide you with all metrics related to your ad performance.
Let’s look at some common metrics that could be very valuable depending on the campaign goals.
The click-through rate (CTR), metrics shows you how many people visit your landing page after clicking on your ad.
Why is CTR important for Facebook?
CTR is a crucial metric to assess the effectiveness of your ad campaigns. This gives you a comprehensive view of the performance of your ad in attracting users.
A high CTR will tell you that your ad has a good quality and a high relevance score. If your CTR is low , you can make changes to your ad copy to make it more relevant to your targeted users.
11. CPC & CPM
What basis does your Facebook ad get charged?
Facebook ads manager gives you multiple options to be charged, and two of them are cost-per-click (CPC) and cost-per-thousand-impressions (CPM).
CPC metrics show you how much you pay for each click on your ad. CPM tells you how much per thousand impressions of your ad.
These metrics are important.
CPC and CPM are aligned with your goal to increase brand awareness and reach on Facebook.
It is more efficient to look at these metrics instead of monitoring your entire budget.
12. Ad Frequency
The average number of times a targeted audience sees an ad in their Facebook feed is called the ad frequency.
If your ad is viewed by the average target audience four times per week, then your ad frequency would be 4.
This metric is important.
You may be thinking that the greater the frequency, then the better.
Well, no. According to the report by ad espresso, increasing ad frequency decreases CTR and increases your average CPC.
However, I also mentioned the rule of seven. To be interested in a decision, a person must see your ad seven more times.
Create the same ad, but with multiple versions So that your audience doesn’t get bored and your ads don’t lose their impact, you can modify the visuals and copy.
We are done with all the Facebook metrics which could be used to assess your performance in order to make better Facebook marketing choices.
Let’s summarize them quickly.
What metrics will you track?
Facebook offers a variety of metrics that can be used to monitor and maintain the performance of your account. Your marketing goal will determine which metrics are most important to you.
This blog is meant to be a guideline for you in evaluating your key Facebook metrics.
You can also use SocialPilot, a great analytics tool that allows you to view multiple Facebook pages metrics from one dashboard. This will help you save a lot of time.
Have fun assessing!
SocialPilot’s first post, 12 Critical Facebook Metrics to Grow Your Business, appeared first on SocialPilot.