Using social media platform, such as Facebook is an efficient way to connect your business with a target audience. However, without knowledge about your audience, their needs and wants, your performance looks like driving in the dark without the lights. It is not only unproductive but dangerous as well.
Fortunately, Facebook suggests a free and valuable metrics tool called Facebook Analytics which helps to evaluate your performance, create a powerful social media strategy in order to use the right content and give it to the right audience and consequently get the best results from Facebook platform.
In other words, insights of your activity help to work with Facebook algorithm instead of just uploading the content and hoping that someone will notice it and get interested in.
And let’s be honest and agree with the fact that Facebook Analytics provides you a lot of various data and insights, starting from indicators of your activity, detailed information about your audience and ending with campaigns’ tracking. Having all this data is good, however, it is more important to understand what metrics really matter and how they depend on your performance.
That’s why in today’s article we are going to discuss 8 the most important Facebook insights you need to track in order to improve your social media strategy.
Ready? Let’s get to it.
Important metrics for Facebook posts:
1. Engagement (interactions)
The first metric – engagement shows the number of times people have interacted with your Facebook posts. It includes clicking a link, liking a post or sharing it, reacting to your post or writing a comment.
Tracking engagement is essential because it will answer a question what of your posts are eye-catching and receive the biggest engagement from Facebook users. In this case you should try to upload similar content later. Another reason why this metric is very beneficial is just because it increases your Facebook posts display to your target audience.
As you have already known that Facebook algorithm influences on how high your posts will be lifted up in your followers news feed. Naturally the algorithm shows those Facebook posts that have the biggest interactions’ level.
Impressions metric is related to the visibility of your posts. It depicts the number of times your posts we seen by the Facebook users, even if a single user clicked on your post several times. For instance, when a person noticed your post once on a feed and later again when a friend shared it, in this case it will be two impressions.
Measuring impressions is a good idea because it helps to understand what a viral nature of your posts is. It means if the user sees your Facebook post on his news feed and then will share it with his own network, your content will reach a large number of audience in a short period of time. Consequently the amount of impressions will increase.
It is more likely that the user will take the action, if he sees your content multiple times. Here the old marketing rule of seven is very applicable. It states that a person has to see your post seven times before taking an action. In this case, the more impressions your post has, the more conversions and engagement it will receive.
Another metric which is also associated with noticeability of your Facebook posts is reach. It tells you the number of people who saw your post. Reach is applicable for organic and paid Facebook content.
As it was mentioned earlier in this article, from around 2014 Facebook algorithm started to play a huge role in deciding what posts to show in users’ Facebook news feeds. The result of this – a drop in the amount of audience who reaches your content organically. Even you have grown a large base of followers, it doesn’t mean that all these people will notice your posts.
Although organic reach has decreased over the past few years, however, it doesn’t mean the reach as a metric isn’t useful to track.
When you are trying to figure out the effectiveness of your organic posts, you need to check what percentages the reach shows.
All in all, reach is worth of measuring in order to understand what type of posts your target audience likes and what doesn’t, and why particular posts get the bigger reach than others.
4. Page likes
Page likes are the number of users who follow your page on Facebook platform. The bigger number of page likes means the larger follower base who sees your posts on their news feeds.
Probably this metric can seem a little bit useless to track because it doesn’t show how successful your Facebook performance is comparing with the metrics reviewed above.
However, what helps to get real value out of it? It’s your followers’ growth rate.
Naturally, if you are doing everything right, respectively the number of your Facebook followers should increase. However, if you notice that during the last month your page likes are stuck in numbers, then it is due to the several reasons. Firstly, your page likes turn into unlikes or the new potential users don’t want to follow you.
Tracking the page likes will help you to figure out your Facebook page’s current situation, consequently maintain the current target audience by trying to keep them engaged and also gain the new followers.
Important metrics for Facebook ads:
5. Click through rate (CTR)
This metric indicates the percentage of audience who sees your Facebook ad and after that clicks through to your landing page.
According to social media analysis, the average click trough rate for Facebook ads is 0.9% (taking into account all industries).
If you notice that your click through rate is high, then it means that your Facebook ads are seen by the audience, people like your content and take action (click through to the website). However, if your CTR is below the average score, try to change your ad and make it more attractive to your audience.
What is more, when Facebook notices that your ads are receiving more impressions and only a few clicks, it considers that the target audience doesn’t find the ad interesting and valuable. As the result, you will pay more per click. So, it is a must to track click through rate, because it is an important index of your performance quality.
6. Cost per action (CPA)
This metric is also known as Conversions. Actually, it’s a perfect way to receive absolutely everything you want through your ad.
Facebook delivers your ad to the users who are more likely to take actions that you want them to do in order to reach your goal. For instance, subscribe for a newsletter, sign up on your webpage or even make a purchase at your online shop.
Likely you may ask a question why this metric matters? The answer is simple, it lets you to improve your ads and in this way to get closer to your goal.
Besides, instead of paying for impressions or clicks, due to CPA you need to pay only when users take the actions you induce them to take. Also by tracking CPA metric, you will easily figure out the Return on Investment (ROI) of your ads.
Important metrics for Facebook videos:
If you’re uploading a video which length is 5 minutes, however, the majority of your target audience views only 1 minute of it, you probably will consider that something is wrong with it.
In this case, a metric such as retention will help you to understand it because it shows how many viewers you’re attracting with your video and for how long.
Measuring this metric you will be able to find out how many views you’re receiving, at which time the users are leaving your video. Therefore, you may easily get information for the future in order to improve your videos, for example, to shorten your video and tell the most important things during the first minute. Or create a specific video which will keep their attention during the whole video.
This indicator which we name as reactions is a part of engagement, however, it provides you with a more complete knowledge of your video viewers’ emotional state.
Users who like your videos usually react with love emotions while those who are not impressed with your content will leave angry comments.
Reactions isn’t a strong metric of your target audience’s emotions regarding your videos, but you should agree that if your videos receive only negative reactions, then you need to take particular actions.
In this case it is advised to cast a glance on your Facebook target audience’s emotions that are expressed on your videos.
In conclusion, as you have already noticed that there are a lot of metrics you can track in order to understand your performance on Facebook platform.
I hope that after today’s discussion you will decide which indicators really matters you the most and you will start measuring them.
However, don’t forget the golden rule that understanding the numbers is the key task while you evaluate the success of your performance.
If you want to share your thoughts about Facebook metrics that are the most important for performance tracking on Facebook, don’t hesitate – drop a line in the comments’ box below!