Facebook Metrics to Track and Measure Performance

With 2.2billion active monthly users as of January 2018, Facebook has made a remarkable impact on the global digital economy by granting business organizations the platform to grow their online presence and act as a place to initiate marketing campaign that links potential customers to their main websites where transactions are finalized.

There are over 250 metrics provided by Facebook analytics to measure performance. To access these metrics you need to create a page type account on Facebook insight to see your analytic data.

Whether your organization is established to provide social, emotional health or economic impacts, the following metrics are important and are needed to be tracked to analyze interactions with your followers. They can easily be implemented with the help of a reputable Facebook marketing agency.

Reach

Reach is a term that describes the total number of people that see your content, posted on your Facebook page either through an organic or paid means of delivery. Facebook uses an algorithm to indicate where your posts show up on the pages of your followers. This algorithm has created a drop in the percentage of organic content reach.

Your reach can be assessed by visiting your Facebook Insights. Tracking your Facebook reach can help you determine what your audience likes.

Engagement

Engagement metrics measures the numbers of times users interact with your posts, such as sharing your posts, clicking a link, reacting to comments (by ‘likes’) or making a comment. It takes no cognizance if the user found your post through your page or from your newsfeeds.

Facebook engagement gives you the benefit to know whether your content post is gaining wide views and interests from your audience. You can track your Facebook engagement metrics using Facebook analytic tools such as Facebook Insights.

Page Like

This is the number of people that like your page or a particular post on your page. There is a great chance of your followers to like your posts. This is because for them to agree to be your Facebook followers, they will tend to like what your brand has to offer. Facebook then suggests your page to the friends of those who like your post, giving you a broader reach to more audience.

Your ‘Likes’ can be seen directly from a post or page, but a more detailed metric for your likes can be seen from your Facebook analytic tool such as the Facebook insights. It can also show you dislikes for your page. However, the total number of likes doesn’t indicate your pages contents are poor, as not all your followers must have been engaged on your page over a time range.

Page shares

This is the total number of your posts shared across by your followers over time. If your content is liked by your followers, they will share it on their feeds and even mention them in other social media platforms. Your content shared can give an idea of how your audience values them interesting or very impactful. You can find your share in the Facebook analytic tool.

Facebook referral traffic

Facebook referral traffic is the number of visitors your website gets from your Facebook. This traffic can arise from links shared on your posts, links posted on your profile or your content share to others by your followers. Google Analytics can be used to view your Facebook referral traffic. You just need to follow the steps from the menu.

Facebook referral traffic is vital as it helps you understand how effective your social media campaign trends are. It will also help you to know how your leads are linked to your websites where actions are made.

Ad frequency

This is the average number of times people view a particular advert on Facebook. The frequency of your ad should not be too high as a specific ad that is seen frequently can be monotonous and will attract less interest. Lower your ad frequency but change the format of a particular advert. This strategy lowers frequency but increases the possibilities of the message been passed across in varied patterns.

Click through rate (CTR)

The CTR indicates the percentage of people that that viewed your ad and subsequently navigated to your landing page on your website. If your CTR is lower than the average of 0.90%, it shows that people are viewing your ad but are not taking the appropriate actions.

In such a situation, it is advisable that advert videos or medium should be enhanced to convince viewers to convert to customers. The lower the clicks expected from your highly impressive advert, the higher the price you pay per click as it is assumed by the Facebook algorithm that your followers don’t find the ad relevant.

Cost per action (CPA)

Cost per Action is the cost per particular action. These actions may be the cost of sales or acquisition, cost of signing up for a newsletter or cost of clicking through a page. This Facebook metrics allows you to measure the Return on Investment (ROI) of your marketing campaign. The average cost per action for Facebook is $18.68. The lower your cost per action, the high your return on investment. This metric is fundamental to monitor to avoid loss in profit.

Page comments

This is the total number of all comments made across all content posts within a date interval. In order to attract more comments to your posts, your comment has to be an eye-catching one to get your follower sharing their views on how they feel about it. The employment of videos is helpful to engage your audience in feedbacks about your post.

Video views

Facebook takes video views very high in its algorithm to rank your content. The video views are the total numbers of views with over 3 seconds in length. Video content in your post will enhance its chances in ranking high on top of news feeds. Metrics to measure video views include;

• Click to Play; This measures the number of times users click to play your videos instead of the autoplay running on their feeds.
• Video Retention; This shows where viewers drop a video while watching it. Try to edit videos and cut inappropriate messages.

Although there are a lot of Metrics to monitor, these discussed metrics are vital and must be constantly checked to give an insight into how your organization performs.