Facebook Insights ensure tons of metrics useful to monitor the performance of campaigns and optimize the Facebook marketing further.

Though sometimes, for new companies and start-ups, it is complicated to get their head wrapped over the plethora of metrics on Facebook available and select out the main indicators necessary to better assess their performance. Sounds familiar? Do not worry. This part will cover every major Facebook metrics that the company should track and why it is significant for the Facebook marketing strategy overall.

Based on statistics, 1.6B individuals connected with a small company on Facebook, which is sufficient evidence of the affinity of the platform for business and start-ups.

Currently, using the platform without evaluating Facebook insights could be a total miss of such a strong marketing channel. There are many reasons. 

When using Facebook for the business marketing, it is necessary to have a data-driven strategy based on the key metrics that are adjusted with the marketing goals. Whether it is agreed on such? If not, then let us see the consequences of ignoring the Facebook metrics:

• Targeting of audience done wrong,

• Low reach and fewer impressions on posts,

• Fewer conversions via better advertisements,

• Low returns of marketing expenditure on Facebook,

• Low engagement,

• No data on the best times to publish on Facebook,

• Less referral traffic.

And the points could go on.

So, it is crucial that the company conducts a proper analysis of all the main productive Facebook metrics to exclude the listed setbacks. Therefore without further ado, let us dig into the key options that is necessary to track for expanding the business on Facebook.

FACEBOOK METRICS THE COMPANY NEEDS TO TRACK

For the further convenience, all the significant Facebook metrics were divided into the following categories:

Facebook metrics of posts 

Facebook metrics of audience 

Facebook metrics of traffic 

Facebook metrics of page 

Facebook metrics of advertisement 

Let us start considering from the first one. 

FACEBOOK METRICS OF POSTS

Facebook post metrics are the most crucial indicator to tell you about the content’s reach and how well it resonates with the audience.

1. Engagement

Engagement considers the number of actions individuals made on the published content. It can be in the condition of comments, likes, shares and click-throughs. Where is it possible to track it?

It is available to easily track the metrics of engagement on the Facebook Insights page in the section “Post”. Here it shows the option to track the engagement statistics of each post.

An instrument available on social media management platforms becomes a necessity rather than an extra option if there is someone managing several Facebook accounts. It lets the company track multiple Facebook account analytics under one dashboard.

Another effective way of managing engagement metrics is with the platform’s analytics feature. 

In addition to that, it is accessible to also monitor and provide analytics of multiple social media platforms, such as LinkedIn, Instagram, Twitter, and Pinterest.

Why is the metric of engagement a crucial Facebook KPI?

The engagement metric is the most important factor to display the worth of content on social media.

Where is it possible to track it?

Similarly to engagement, it is likely to see the reach of the individual post (organic and paid) in the Facebook Insights page under the “Post” section.

More individuals engaging with the publications is the evidence that the created content is resonating with them. So using such a metric allows the business to figure out which type of content is working best, and which is not. Though that is not all. Good engagement also provides an advantage in the consideration of the Facebook algorithm. Once the algorithm notices that users encounter the content interesting, it will reveal more of the content in the feed.

2. Reach

Reach provides insight into the number of individuals who have noticed the content on Facebook. It is quite a vague number in comparison to the engagement rate but still maintains the information about the potential size of the audience.

Also, by comparing the reach of the post over time, it is possible to obtain a graphical representation of all the publications in the “each” section of the Facebook Insights page. The social media management instrument also provides clear information on the reach of every post.

Productivity tip: utilise social media management instruments to schedule and promote the top-notch posts for several Facebook pages in one-click. 

Why is it crucial Facebook’s KPI? If the company has just seen the light of the social media world, then ‘reach’ can be the most crucial metric to evaluate brand awareness. But here are some bad news.

Organic reach on Facebook remains at an all-time low in almost 10 years, so if the company is looking to grow its reach drastically on the platform, it is necessary to resort to Facebook advertisements for the necessary boost. Still, there is also a bright side!

Through analysing the metrics of reach, it is possible to check which post of the account is accumulating more organic reach, so it is likely to further promote it to tenfold the number.

Another motivation to analyse and seek good reach is that it directly impacts the engagement metrics. The more reach a publication has, the better its chances to earn good engagement.

3. Impressions

Impressions and reach are somewhat identical with a slight distinction. What is it?

Reach refers to counting for every unique individual seeing the posts. Whereas, impressions measure the number of times someone has noticed the posts, no matter if it is the same individual watching it again and again. For instance, if someone checked the post on the feed and again experiences it as a shared post from someone again, it will be considered as 2 impressions but 1 reach.

How do follow impressions?

It is possible to find the impression garnered over the individual post by outlining the same path as was done for engagement and reach – on the Facebook Insights, the “Post” section.

Why are the metrics of impression an important Facebook KPI?

The metric of impression is an excellent form to discover the virality of a post. Though it is necessary to keep in mind that not every publication with an impression is a viral post.

The count of impressions will always be equal to or higher than the reach. Though to determine that a post is viral among the users, it is necessary to have a bigger number on the impression side.

Was it known that impression can also encourage conversion?

Based on the “marketing rule of seven,” the prospects have to get across the post in an average of 7 times before making any action.

Thereby, having more impressions on the publication can lead to higher conversion. So keep an eye on the posts that have considerable impressions and attempt to make more of such content in the advertisement campaigns on Facebook.

4. When the followers are online

This part will cover the presence of the online audience on Facebook over the week. The graphical representation reveals to the business, on average, how many of the followers are online on a week or day at a particular time.

Where is it possible to track it? It can be found under the section on top of the “Post” tab, Page Insights. 

Why is it crucial Facebook KPI?

With organic reach on a sharp decline starting form 2012, checking the best time to publish on Facebook is the only option to cut through the sound and get some glance on the content without using paid advertisements. Though here is the catch, every company has a diverse best time.

Social media management instruments also are capable of telling the business the number of followers active on Facebook each day, each hour of the day.

Productivity suggestion: It might be a great opportunity to schedule the posts in advance for the perfect times through social media scheduling instruments.

FACEBOOK METRICS OF AUDIENCE

Facebook metrics of audience metrics reveal to the company an in-depth insight into the gender, age, location, and language of the individuals as followers, fans, and one that were reached.

5. Gender and age demographics

The metrics of age and gender demographics are a great method to zero down on the appropriate audience. This section provides a graphical representation of the followers and fans grouped by age and gender.

Where to follow it? It is likely to efficiently track the gender and age metrics on the Facebook Insights page in the “People” section.

As an alternative, it is possible to check the audience demographics in social media management external tools considering Facebook analytic.

Why are gender and age metrics crucial Facebook KPI?

Consider a business that sells items for aged individuals creating a Facebook post utilising Gen-Z vocabulary. For sure, it would not provide good engagement.

That is why it is necessary to have a better understanding of the target audience for making a solid content strategy for Facebook. Simply said, considering at the follower’s breakdown depending on age and gender allows you to set a more holistic strategy of content marketing.

So dive into the gender and age metrics to discover the relevant audience and produce more content that caters to that group.

6. Metrics of language and location 

As a continuation of age and gender metrics, this part will help the business to obtain some insights into the location and language of its followers.

Where is it possible to track them?

The data can be obtained in a tabular form below the metrics of age and gender. If the company is servicing locations worldwide, then it is definitely necessary to understand that the one-size-fits-all approach for content will not work for everyone.

It would be most acceptable to opt for a strategy of content localization that suits the most linguistic nuances, aesthetic choices, cultural and social factors, and even religious and political norms of the audience.

Fortunately, it is achievable to get a clear vision of the 

location and language preferences of Facebook audiences by utilising the audience insights and moulding the publications’ content accordingly.

Productivity suggestion: Utilise the Facebook audience targeting feature to reveal the post in the news feed of a particular segment of individuals based on their location and language.

FACEBOOK METRICS OF TRAFFIC

This category reveals you the amount of traffic being forwarded to the web page and Facebook page.

7. Referral traffic on Facebook

Facebook metrics of referral traffic can talk about the amount of traffic arriving to the website from the Facebook page. This traffic can be going from visitors clicking on the posts, shared posts, and profile. Where is it possible to track it?

Google Analytics reveals you all the information around the referral traffic. Note that it is necessary to ensure that Google Analytics account is already set up.

To access this information, select the “Acquisition” from the left-hand Google analytics menu, and then proceed to Social>Network Referrals. Here it is possible to see the traffic the web page is getting from all the social media networks. Find out Facebook in it.

Why is it crucial to track referral traffic metric on Facebook? For every company, it is crucial to assess whether their content on Facebook is drawing enough individuals back to the website or not. Referral metric can help in keeping the track of Facebook-to-website visitors. It provides a holistic glance into the number of sessions on the web page, how many pages were checked, and for how long the user visited on the site.

Overall it points out how compelling the headlines or content were that individuals clicked on it and moved inside the site. So, if it can be noticed that the referral traffic is declining, it means that individuals are not considering the content effective enough to click.

Productivity suggestion: utilise solid social media call to action that encourages users to take action on the post on Facebook.

8. Traffic on a Facebook page

This metric shows the amount of traffic arriving at the Facebook profile page from various sources available on the internet, including the Facebook feed.

Where to follow this metric?

In order to check and track this metric, proceed to the “Page Views” Insights section, and see a graphical representation of leading sources sending out traffic to the web page.

Why is it necessary to track these metrics? Similarly to having necessity to check the referral traffic on Facebook, it is necessary to keep an eye on the number of traffic arriving from the web pages to the profile on Facebook too.

As for a new company, it is crucial to keep a well-integrated connection between social media and a website to maximize exposure. So whenever organic traffic reaches the website, it also gets additionally attracted to the social profiles.

It will also reveal to the company about the number of individuals who saw the website, service or product and decide to keep on for longer by getting on the Facebook page.

METRICS OF FACEBOOK PAGE

Facebook page metrics cover the current state of the audience size and their actions on the social media page.

9. Page followers and like

As the topic suggests, page likes are the number of individuals who followed the page to see the content on their feed and liked to support it. Whereas there is a delicate distinction between likes and follows on the Facebook page. 

When someone likes the Facebook page, it becomes followed automatically. However, individuals can decide to unfollow it, so they do not obtain any further news from the page. Still, these individuals will be revealed as the audience.

On the other side, if they unlike the specific yet still following it, they will be measured as the lookalike audience though not as the audience.

How to track them?

To follow the in-depth insights about the Facebook page likes, proceed to the “Likes” section under Page Insights.

Here it will be possible to check the breakdown of the organic and paid likes, and also the number of unlike obtained over the specific time of the chosen period. And if the company is looking to check on the page follows, it is possible to do on the “Followers” section to get the breakdown of the paid and organic followers, as well as the individuals who unfollowed the page during the time of the selected period.

Why is it necessary to track these metrics? 

It is right that page likes, and follower count are vanity metrics as soon as compared to the metrics of engagement. Though still, as a new business page on Facebook, it offers the company a reasonable idea of the audience reaches and the development rate on Facebook.

Anyways, growing followers is a far better sign for the company than static follower numbers. If it is noticed that the follower growth rate is declining or not growing on a monthly basis, there is something off with marketing on Facebook.

FACEBOOK ADVERTISEMENTS METRICS

Facebook advertisements manager provides the company with a ton of metrics to examine the performance of the advertisement campaign. Though the sheer amount of information can be overwhelming for anyone.

So the option to get the most out of the advertisement metrics on Facebook is to keep the marketing plan in sight while assessing them.

Here, it was briefly touched on some of the most popular advertisement metrics that every company needs to track.

 Where to track these metrics?

The business will get every metric related to the advertising performance in the Facebook advertisements manager.

Let us check some of the most popular metrics that can be of high value to the company for specific campaign goals.

10. The click-through rate 

Click-through rate metrics can reveal to the company the percentage of individuals coming on the web page after clicking through the advertisement.

Why is the click-through rate a crucial Facebook measurement?

Click-through rate is one of the most important metrics to evaluate the effectiveness of advertisement campaign. It provides you an overall panorama of the advertisement’s performance in attracting followers. A higher click-through rate points out to you that the advertisement is of good quality and has an outstanding relevant score too. So if the click-through rate is falling to the bottom, then make some adjustments in the advertisement text and try to make it more appropriate for the targeted users.

11. Cost-per-click metric and cost-per-thousand impressions 

So on what grounds do the Facebook advertisements are charged?

Facebook advertisements manager provides the company several options to be charged, and some of them are cost-per-click and cost-per-thousand impressions.

Cost-per-click metrics tell the business how much it is paying when someone clicks on the advertisement, and cost-per-thousand impressions demonstrates how much it is spending on every thousand impressions on the advertisement.

Why is it necessary to track these metrics?

Both cost-per-click and cost-per-thousand impressions correspond the objective to make better reach and brand attention on Facebook.

Instead of checking the whole budget, it will be more of us just to peek at these two metrics to assess the worth of the spending.

12. Advertisement frequency

Advertisement frequency is related to the average number of times the audience notices a specific advertisement on the feed on Facebook.

For instance, the advertisement frequency will be at 5, if the advertisement is noticed by the average targeted audience 5 times.

Why is it necessary to track these metrics? 

The company might be considering the higher the frequency, the better. Though it is not true. According to the report, as the advertisement frequency grows, it lowers the click-through rate and adds to a hike to the average cost-per-click .

Though then again, as it was highlighted in the rule of seven, where an individual must come over the advertisement seven times to be curious in making a decision.

So, the escape from this difficulty is to make the same advertisement but with several variations. Adjust the visuals and copy of the advertisement so that it does not turn boring for the audience and fail to maintain its impact over time.

As it is done with all the metrics on Facebook that could help evaluate the performance to bring better Facebook marketing decisions, let us promptly summarize them:

Facebook metrics of posts – determine and make the best content,

Facebook metrics of audience – comprehend and target the proper individuals,

Facebook metrics of traffic – investigate the cross-channel traffic,

Facebook metrics of page – comprehend the page development better,

Facebook metrics of advertisement – make a stellar Facebook advertisement campaign

FINAL MESSAGE ON BECOMING A PROFICIENT FACEBOOK MARKETING SPECIALIST

Supporting strategy at the helm and self-assessment at the centre will let the company to build an unbeatable Facebook presence. Though just understanding the field will not ensure it – using it will. The key is to create and plan the posts way ahead of time.

As the business sets out to create a winning marketing strategy for Facebook, the ability to create top-quality content, ideate, and comprehending the dynamics of the audience will help to expand.

Though it is well known – it can get very taxing to handle multiple social accounts at once not coming up with high-quality content and a prolific advertisements strategy.


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