You need to monitor how your Facebook activity is performing regularly with key Facebook metrics that matter. Before you even start understanding the different metrics you need to be aware of your goals. You can’t just wing it

With the help of social media managers, we have laid down some of the key Facebooks metrics that matter.

1. REACH

Reach refers to the total number of people who have seen your ad or content. Can be paid or organic efforts. Facebooks algorithm is more feed-based and this causes the reach of most posts to be incredibly low in organic reach. This means you need to create compelling, high-quality posts that engage your audience.

You can access your reach data following these steps:

  • Go to your Facebook business page
  • Spot the “Insights” button
  • Access the “Reach” button located on the left sidebar of the screen

2. IMPRESSIONS

Impressions measure the number of times your posts were seen. 

NB NB *reach tells you how many people saw your posts, impressions measure the number of times your posts were seen. The Influencer marketing hub states “ The difference is that if somebody returns to your post and looks at a second time (or more frequently) each visit adds to your Impressions total, but only the first visit counts as Reach.

You can access your reach data following these steps:

  • Go to your Facebook business page
  • Spot the “Insights” button
  • Access the “Posts” button located on the left sidebar of the screen
  • Go to “Reach: Organic/Paid” and switch to “Impressions: Organic/Paid”

Impressions can indicate viral a post is. Remember The rule of seven essentially states that a prospect has to see your marketing message seven times before they take action. Pay attention to this metric.

Heropost also has a helpful and surgical impression metric for our clients. Start our free trial today.

3. ENGAGEMENT

Facebook engagement rate represents the percentage of people who saw your posts and interacted with it. It can be in the form of a like, share, click, or comment. The more engagement you have on a post, the more Facebook will place the post into your followers’ feeds. If you have consistently high engagement on your posts, then Facebook will show more of your other posts. 

You can access your reach data following these steps:

  • Open Insights for your Facebook Page.
  • Select Posts.
  • Click on the header to see a list of All Posts Published.
  • Use the drop-down menu on the right and choose Engagement Rate.

4. FACEBOOK REFERRAL TRAFFIC

Facebook referral traffic is the number of visitors your website gets from Facebook. I like this metric. It tests if my content is good because if people are interested enough to go to my website, it means I’m doing something right.

You can access your reach data following these steps:

  • log in to your account on the Google Analytics page
  • selecting the “Referrals” section, located under the Sources submenu of the Traffic Sources section
  • Click on the “Facebook” link to see information about these referrals.
  • *****You can see your referral traffic in Google Analytics under Acquisition> Social > Network Referral.******

5. FACEBOOK VIDEO/VIDEO ENGAGEMENT

Video has become more important. If you’re using videos to get eyeballs on your content its important to track your video engagement. Remember you have videos in your feed, skippable, non-skippable, video in Stories, and Facebook Live TV.

You can access your reach data following these steps:

  • Go to “Insights”
  • Click on “Posts”
  • Clicking on “Posts types”

Another great feature is that you can see the highest-performing video posts on your page during a selected time range.

  • Go to “Insights”
  • Click on “Videos”
  • Select the time range needed

This feature, in my opinion, is key to your marketing strategy by video.

You can also see Individual video metrics:

  • Go to “Insights”
  • Click on “Posts”
  • Scroll down to “All posts published”
  • Click on the post title of one of your videos

6. PAGE LIKES AND FOLLOWS

Page Likes are the number of people that follow your brand on Facebook. They are the only organic way to improve the reach of your posts over time. Facebook suggests your page in the feeds of people whose friends “like” your page. This creates an even bigger opportunity to reach people in the same demographics as your fans.

Neil Patel states that “Page Likes are often considered a vanity metric because they don’t represent how successful your Facebook marketing efforts are compared to engagement, reach or other metrics.” Understand that likes are the lowest form of social media activity. Why do I say this? Think about it,  How much effort does it take to hit the “like” button?

You can access your reach data following these steps:

  • You can see your total number of Likes or follows directly on your Facebook page.

7. PAGE VIEWS AND PREVIEWS

This is the number of times that a Page has been viewed by people. the more times viewed, the more interest there will be in the Facebook page.

Page Previews are the number of times that people pause your page name or profile picture, to see a preview of your page content.

You can access your reach data following these steps:

  • Go to the Page Summary on your Facebook insights to see Page Views and 
  • Previews For a more detailed page you can reach by clicking on the relevant button in the menu.

8. FOLLOWERS GROWTH 

If you’re growing it means you are on the right path. Consistent and steady always wins the race. You can analyse your metrics as a whole to see this growth. It’s important to constantly post or stay active if you want to grow. 

Please familiarise yourself with our blog article on, How Frequent Should You Post On Social Media? And What To Post On Instagram, Facebook, Pinterest, Twitter And LinkedIn In 2020. These two articles should aid you in this matter.

Heropost also has a helpful and surgical impression metric for our clients. Start our free trial today.

9. KEY FACEBOOK AD METRICS

 These are the common metrics you should measure:

  • Cost per Result – this shows the average cost of your ad based on the result
  • Ad frequency – this tells you how many times your ad was viewed,
  • Ad Impressions – this tells you how many times your ad was viewed.
  • Ad Clicks – this represents the number of times someone has clicked on your ad.
  • Cost Per Click (CPC) / Cost Per Impression (CPM) – CPC shows how much you’re paying when someone clicks your ad. CPM shows how much you’re paying per 1,000 views. The more relevant an ad is, the less it costs for you to run it.
  • Conversion Rate – this tells you what percentage of people who click your ad goes on to make a purchase and become a customer.
  • Cost Per Conversion – this tells you how much you’re paying for each lead or sale.
  • Click-Through Rate-also known as CTR is an important metric to track, so you know how many of the people who saw your content clicked through to your website.

The above are Key Facebook Metrics That Matter when you run Facebook ads.

10. FACEBOOK REACTIONS

Facebook’s algorithm puts more weight on reactions. Facebook gave their rationale in a recent statement to Mashable:

  • “Over the past year we’ve found that if people leave a Reaction on a post, it is an even stronger signal that they’d want to see that type of post than if they left a Like on the post. So we are updating News Feed to weigh reactions a little more than Likes when taking into account how relevant the story is to each person.”

11. FACEBOOK COMMENTS

Comments are King full stop. The algorithm favours comments. They show active and engaged users. 

12. FACEBOOK SHARES 

If comments are Kings then FACEBOOK SHARES are the demigods. Shares are amazing because your content gets the chance to reach more people and to be seen by a broader audience. This all helps your brand. 

13. NEGATIVE FEEDBACK

Socialmediaexaminar states that “Negative feedback is a “negative” action taken by a fan on your piece of content. It can be hiding a specific post, hiding all future posts from your Page, unliking your Page or even worse, reporting it as spam

Access your reach data following these steps:

  • Go to your Page Insights interface, click on the Engaged Users number and you’ll find the number of users who gave negative feedback at the bottom of that window

Posts with a high negative feedback number will have much less exposure. Importantly if you want to benefit from your Facebook marketing, you need to keep your negative feedback numbers as low as possible.

I hope you enjoyed the article about the Key Facebook Metrics That Matter. It’s not an exhaustive list however it should get you started. Plan, have goals and choose the right metrics to set your business forward

All these Key Facebook Metrics That Matter can be tracked manually, but if you want to save time and energy, you can use Heropost.

START ORGANIZING, START PLANNING, START SCHEDULING, START AUTOMIZING, START MARKETING, START GROWING YOUR INSTAGRAM CONTENT WITH HEROPOST 

Emily Brown

Emily Brown

Emily Brown, lead content producer at Heropost. I hold a Degree in Communication and Journalism from USC. Family, friends, dogs and sunshine with a bit of surfing in between.