If there was a competition for the Ultimate Data Jungle, Facebook might be coming in the Top 3. While the social media platform is a galore of insights and analytics, making sense of which Facebook data REALLY matters can be a bit of a challenge.
Did you know that when it comes to Facebook social media metrics, there are hundreds you could be analyzing? But the real question is, do you know where to find them and are they all necessary for your business? In this post, we’re going to look at the metrics you can gather from Facebook and which ones matter most for your business.
First, let’s look at the metrics you can get directly from the top social networks. Here’s how you find them and what you can learn from them.
Facebook Insights Metrics
Facebook offers the most comprehensive metrics for business pages. You can start by going to the Platform Insights page to see a list of all of your Facebook Pages currently tracking metrics.When you click on the Page you want to analyze, you will be taken to the Facebook insights report for that specific Page. Here, you will find an overview of your most important metrics, followed by detailed sections on your Likes, reach, visits, posts and people. We’ll break down the important sections of Facebook Insights below.
The overview starts with your Page’s main data points.
This includes the following metrics:
- Page Likes: Total Page Likes is the number of unique people who like your Page. New Page Likes shows the number of new Likes your Page received during the last seven days, compared with the previous seven-day period.
- Post Reach: Total Reach is the number of unique people who have seen any content associated with your Page, including ads, during the last seven days. Post Reach shows the number of unique people who have seen your Page posts.
- Engagement: People Engaged is the number of unique people who have clicked, Liked, commented on or shared your posts during the last seven days.
Next, you will see an overview of the social media engagement metrics for the last five posts on your Facebook Page.
These metrics include the following:
- Reach: Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in the News Feed. Figures are for the first 28 days after a post was created and include people viewing your post on desktop and mobile.
- Engagement: People engaged is the number of unique people who’ve clicked, Liked, commented on or shared a post on your Page. In the Overview section of your Page Insights, you can see People Engaged for the last seven days.
At the bottom of the Overview page, you will find metrics for Pages you watch, such as your competitor’s Facebook Pages.
On the Reach tab, you can review two different sets of metrics that affect your reach. After a graph showing your overall organic versus paid reach, you will see a graph showing your overall post Likes, comments and shares. This chart is extremely helpful to monitor because if these metrics increase, you will reach more people organically.
Next, you will see how many times people on Facebook hide your post, report posts as spam or unlike your Page. If these metrics increase, you will reach less people organically. It’s also a sign that your audience is not connecting or resonating with the content you’re sharing.
On the Posts tab, you will see detailed metrics for your individual Facebook Page posts. By default you will start by viewing your post’s organic versus paid reach and the post clicks, Likes, comments and shares. Note that the Post Clicks metric means any click on your Facebook post itself and not just clicks from your post to a website link.
You can use the first drop-down to switch from seeing your organic versus paid reach to organic versus paid impressions.
Impressions: The number of times a post from your Page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.
Reach: The number of people who received impressions of a Page post. Reach might be less than impressions since one person can see multiple impressions.
Engagement Rate Percentage: Engagement rate is the percentage of people who saw a post that Liked, shared, clicked or commented on it.
Analyzing your social media performance metrics and statistics is important for every business. These reports can help you determine where to focus your energy when it comes to Facebook social media network.
What you can measure, you can improve. Now that you have key Facebook metrics explained, use it to your advantage.
Grow your marketing strategy.
Wow your team.
Get your fans more engaged.