Whether you work in an agency or an in-house marketing team, tracking your Facebook metrics and performance is one of the most important tasks.
To do this, you can use Facebook metrics, which provide valuable insight into what works or not and how to grow your audience. They measure your Facebook marketing strategy’s progress towards your goals as they tell you where you are and what you need to do to improve.
Therefore, Facebook metrics allow you to monitor and analyze changes and make well-informed decisions to run a successful campaign or grow your business online. However, a metric is only useful if you know what to use and why. Facebook has a good default set-up of pre-made metrics; you can also customize them to what you want to see.
Additionally, you can add more or the better version of the same ones from some free or paid Facebook analytics tools once you understand their function and how they work.
Following are the 15 most important key metrics you should consider when developing and executing social media marketing campaigns on Facebook.
The engagement metric shows the number of people interacting with your page. The interaction may include link clicks, comments, reactions, or shares and provide you with crucial data on how many people like the content you post.
Moreover, the higher post engagement, the more people like your posts and the more exposure you get on the platform. The Facebook algorithm makes the posts with a higher engagement rate more visible to your audience in their news feed.
Engagement allows agencies to identify what type of content performs best on the client's Facebook page and gives guidance on what content to create in the future. Perhaps video content performs best for you on this social network? Or perhaps images are the way to go?
Reach shows the number of people who see your post; it only counts when an ad or post reaches a unique person. Facebook reach will always be smaller than the number of impressions as an impression shows all the views, including multiple views from the same person.
Organic reach only tells how many people from your contacts have seen your post, while the Total reach shows all the people who see your posts, including people not in your fan list who see the post through a paid ad.
The impression metric tells you how often a particular piece of content is shown; whenever your content is seen, it will be counted as an impression. It can include multiple views from the same user, unlike Reach, which only counts unique person views.
Something to consider - impression metrics can be segmented based on a particular post, page, or ad.
Frequency is the number of times a person from your audience has seen your ad. If there is more than twice the frequency rate, but the conversion is not increasing, it means people have seen your ad twice but are not interested, and you need to change something from it. Otherwise, you may be spending money and not sending anything traffic to your landing page, effectively wasting your budget.
Video Average Watch time tells you the percentage of videos watched. The metric shows you the average video watch time, and the Facebook algorithm suggests the videos with higher watch time to their users.
Furthermore, Thruplay lets you optimize and pay for your video based on the number of times your video was played for more than 15 minutes, while the Cost Per Thruplay tells you the average cost for each played video. This is one of the most important video metrics to keep track of.
The CTR metric measures how many times people clicked on your link. It helps you to know which links are clicked more and the difference compared to the links that did not do well. It provides information on the percentage of people who clicked your ad from all the people who saw it.
CPC shows the average cost for each click you get on Facebook. You need not only a lower Cost per click but also valuable clicks that convert. If people are not clicking and your cost per click is high, you need to make your ad more aggressive and attract more people to your link.
At the same time, if people are clicking on your ad but are not converting, you need to make a strategy to attract high-quality leads that turn into customers. Depending on if your goal is audience retention or brand awareness, CPC will be more or less important, but it’s always a good idea to keep it low.
CPM tells you how much money you are paying to Facebook per 1,000 impressions. Facebook wants people to create engaging ads that do not annoy and turn people away. For instance, if an ad is not attractive to the audience, they would not want to see it again. You need to create interesting ads that engage people and provide a lower cost per 1,000 impressions for it to be successful.
Cost per action is also called cost per conversion, and it is the cost paid after the action is taken by the audience instead of an impression.
Cost Per conversion shows you how much you are paying for a lead or sale and Conversion Rate shows the percentage of people who not only clicked your ad but also made a purchase.
If many people are clicking your ad at a low cost but not converting, it means the ad is doing its job to make people click. However, people are not interested in what the link has to offer. It is not convincing people to convert. You would want to see a higher conversion rate for the percentage of the page clicked depending on your specific need.
Engagement measures your client’s audience behaviour and actions taken on your Facebook post. This could be: liking, commenting, or sharing.
By tracking this KPI, you can:
Page likes and followers are the KPIs that show how many people like and follow your client’s business Facebook account.
The rule of 'the higher, the better' does not always apply to these KPIs because having thousands of bots and fake accounts adds no value, revenue, sales, or conversion.
Facebook defines page likes and page followers as the numbers of new people who liked/followed your client’s page, divided by paid and non-paid. These figures are estimates.
Referral traffic is also known as page views. It’s essentially the number of Facebook users who landed on the client's website after clicking a link from Facebook. This is counted as referral traffic.
What can you do to increase Facebook referral traffic for your client?
Follower demographics is the KPI that tells you key information about the client’s followers.
Facebook Insights capture information like:
Facebook page analytics even segments top audiences allowing marketing agencies to find out which group of people already engages with the client’s business the most.
This data is crucial when creating Facebook ads, creating and publishing content, and developing strategies.
The SoV measures how common your client's business is in comparison to their competitors. It's a great metric to measure when you're just getting started with a new client and want to know how their company ranks in the market.
Agencies typically track online brand mentions and the demographics that engage with them the most.
Analyzing, tracking and measuring Facebook KPIs is a complex task as doing it manually wastes a lot of time and is prone to human errors. Not only that, but the reporting scope can grow exponentially as your client list expands or you start incorporating other digital marketing tools within your reports.
Yet, we have a solution - Facebook reporting software.
This tool provides you with cross-channel reporting with white-label and automation features. This means you can create a report and compare the progress of Facebook's marketing efforts and strategy’s progress to other social media platforms.
To help digital marketing agencies, even more, we have created a gallery with more than 90 templates available to access anytime.
With Facebook ad analytics:
Here is a Facebook dashboard template to get live data on the most important metrics.
And here is a Facebook analytics report template if you want to get historical data and analyze the overall performance of your strategy and each post.
The key performance indicators on Facebook are essential for developing effective strategies and ad campaigns. Nevertheless, because there are so many marketing KPIs to choose from, it can be difficult to decide which ones to use.
This list above only included the most critical ones to consider and those that would offer the most benefit.
If you want access to accurate real-time and historical data; If you want access to all social media network data; If you want to start enjoying reporting; And if you want a tool that creates interactive reports in no time, then Whatagraph is a solution for you. Try our platform for free today and get personalized best reporting practices from a dedicated account manager.
The most important Facebook metrics are the ones you choose with careful planning and alignment with the specific goals you have set up for your campaign or business. Anything else is vanity metrics overwhelming your reports.
First, you need to understand what you want to know from these metrics and then know the metrics aligned to your Facebook advertising objectives and helped you achieve your goal. Facebook provides a wide range of free metrics, which you can access by clicking the page insight from the top of your page. Moreover, you can also download them for more in-depth data.
Once you know the relevant metrics and how they work, you can also use other free or paid Facebook analytics tools and make it easier to monitor.
You need to go to your business page and click insight at the top to see the total impression. Then click posts → click on the Reach tab → select impressions from the drop-down menu. Here you can find your total impressions on Facebook.
Published on Aug 26, 2022
WRITTEN BYDominyka Vaičiūnaitė
Dominyka is a copywriter who uses simple words to explain tough ideas. Her content is inspired by the good old brand “For Dummies.” Anyone can read and learn all things marketing with her.
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