Social media marketing has become a necessity nowadays, with marketers needing an excellent social media marketing strategy. If you’re running a business on Facebook, you’ll need to know what’s popular with your customers. Facebook is constantly introducing new metrics to track various aspects of your business. What are some key Facebook metrics you should be monitoring during the next 6-12 months? Let’s find out in this blog.
Table of Content: Facebook Metrics
- Why Is It Important to Analyze Your Facebook Metrics?
- 25 Facebook Metrics You Should be Tracking in 2022
- Facebook Metrics You Should Track on Organic Posts
- Facebook Metrics You Should Track on Paid Posts
It’s 2021, and marketers are asking themselves the same question: what will the future of social media look like? One thing is for sure; Facebook will still be a huge force to be reckoned with. In the meantime, marketers need to start strategizing for what comes next. In 2022, there’s a handful of Facebook metrics they should begin tracking sooner rather than later.
Why Is It Important to Analyze Your Facebook Metrics?
Facebook’s metrics have several benefits for your business, like:
- Facebook metrics are essential because the company can weed out the posts that are not engaging with their audience. They can also see posts that are more successful and replicate them for Facebook posts in the future.
- Save you time and money. From the information you gather, you will know if it is beneficial to continue with a campaign or not.
- It helps you create customer-centered service by looking at the comments of your clients from your fan page. By extension, you get to know your clients better.
- It allows you to collect and store valuable data that will help you improve your overall business.
- Companies can learn how they are doing financially, what parts of the country their customers are coming from, what demographics are more active on their pages, and what posts are popular.
25 Facebook Metrics You Should be Tracking in 2022
There are several Facebook metrics you can look at. In this article, you will learn about 20 metrics you should track when using Facebook for marketing. You can track these metrics from the Facebook ad manager while running your paid campaigns.
Make Your Facebook Marketing Hassle-Free
Social Champ’s Analytics feature saves marketers time by showing the organic results of Facebook posts with charts & graphics. You can also download presentation-ready reports of your Facebook metrics.
Facebook Metrics You Should Track on Organic Posts
You’ve spent hours crafting the perfect post for your business’s Facebook page. You’ve meticulously planned out the content for the post with the utmost care, anticipating the types of comments, likes, shares, or shares that you might receive. You’ve even gone to the extent of making graphics with your post to accompany your text. Yet, despite all of your hard work, your post just never gets the traction that it deserves. What are some things that you can do to ensure that all of your hard work pays off?
One important thing that you should be focusing on is determining which Facebook metrics you want to track on organic posts. This will help you to know what organic posts are performing best for your business’s Facebook page. Here are a few metrics that are worth tracking for your organic posts.
Facebook Visibility Metrics:
The impression is a metric that lets you know how often your post has been seen. This value is collected across all Facebook platforms. When you have more impressions on your post, it tells you that your campaign is moving in the right direction. However, if the impression values are decreasing, you will know you need a new content strategy.
The impression of a post is very crucial. You must ensure that your content & creatives are of high quality. The message you’re trying to deliver is clear & easy-to-understand. The audience you’re targeting is the right audience.
Post reach explains how many people have been exposed to your post. The people who saw your post on their news feed while scrolling. There are two types of Facebook reach metrics, one post reach & the second is page reach.
Many newbies take ‘followers’ count’ or ‘pages likes’ as serious Facebook metrics. But, honestly, these numbers don’t matter a lot if they’re not addressing engagement metrics equally.
Facebook Engagement Metrics:
Likes are the most critical metric to track on any post, but it’s vital for organic posts. Likes are an indication of how relevant people find the content on Facebook. Your social media content strategy should include paid promotion of posts that have more likes.
Comments are also another vital metric to track on organic posts. Comments are an indication of how well your message has been received & how active your audience is. You will receive both negative & positive comments on your posts. Negative comments shouldn’t let your morale down; instead, you can learn a lot from them.
Post shares are the most important metrics to measure & analyze your post’s performance. This shows how many people found your post interesting enough to share it with others.
These Facebook metrics, like clicks, give you the number of clicks for a particular Facebook post. It gives you data about clicks by friends or people that connect with the business. If you have a website link on your post, how many people have clicked on your link will show.
Action on Page
You can find this in Facebook Page Insight or the Creator Studio. Creator Studio gives you complete insight about your post like: people reached, engagement, link clicks, comments, shares, & reactions for the given period. It also gives you the insights about your audience, like the age and gender of engaged viewers, location, language, & city. Look for these Facebook metrics to understand your audiences better.
Facebook Conversion Metrics:
Unlike clicks, unique clicks give you the number of individual unique clicks your Facebook post (or ad) has received. This Facebook metric is helpful as it removes information about people that click on the link multiple times, giving you more precise data. It also disregards bots and similar tools that may click on your Facebook posts several times.
Click-through rate is also defined as CTR. It is calculated by dividing the total number of clicks by the number of views. For example, if the number of clicks is ten and impressions is 100, the CTR becomes 10%. With this Facebook metric, you can determine how your posts and keywords are performing.
Unique Click-Through Rate
Like the click-through rate, a unique click-through rate is determined by dividing unique clicks by unique impressions. It helps you determine if new people are accessing your posts (or ads). It also tells you if one person or a bot is clicking on your posts multiple times.
Facebook Metrics You Should Track on Paid Posts
As Facebook continues to adjust its algorithm, marketers are left confused when it comes to tracking & monitoring. Here are 15 metrics worth tracking for your paid campaigns through Facebook ad manager. This data can then be used to predict what content will be most effective in the future. It’s also essential to monitor your posts’ number of likes, comments, shares, and reactions. These Facebook metrics can be very telling in terms of the content that resonates with customers.
Facebook Ad Metrics:
Link clicks describe the number of clicks on a link embedded in an ad. It is one of the important Facebook metrics to measure if your target is to direct your audience to a certain landing page. It helps you determine if people are interested in your ads. You can use the link clicks with other metrics to conclude the effectiveness of your strategy. In most cases, you can compare the views of the landing page, and the link clicks. By doing so, you can see how your ad can direct people to the landing page.
Link Click-Through Rate
Just like CTR, link click-through rate is a percentage. It gives you a thorough picture of the people engaging and clicking the link on your ad. As an estimation, the link click-through rate is calculated by dividing the number of link clicks by the number of impressions. Ultimately, you get an idea of how people are interacting with your landing page.
Action defines what you want people to do based on your ad. So, this metric shows the number of people that have done a target action you are looking for. For example, action can constitute the number of people that like your page. It can also refer to the number of people that subscribe to your newsletter.
The action rate is calculated by dividing the number of desired actions by impressions. This metric is also a percentage. The action rate gives you more than the performance of your ad. It provides you with how effective your ad is at getting people to do what you want. Therefore, if you have a low action rate, you may want to reevaluate your ad.
Conversion is an advanced version of the action. It measures how people respond to the call-to-action within your Facebook ads. In addition, it measures everything including, when a person visits a page and performs a particular action. For example, a conversion includes a person interacting with your ad, clicking on it, and liking your page.
Cost Per Conversion
Another essential one in the Facebook metrics you should keep track of is the cost per conversion. It involves the amount of money you spend to get an individual to perform a call-to-action as intended. For example, if you can get five conversions from 100 impressions at the cost of $10. Then it means your cost per conversion is $2. A high cost per conversion is not suitable for your business. If you have a high cost per conversion, you will need to reevaluate your approach to Facebook ads.
Cost Per Click
Cost per click (CPC) is the cost for each link click. Regardless of the type of bid you use for your ad, CPC is calculated. It is calculated by considering the number of clicks you receive and the cost of the ad. Naturally, you will want your CPC to be as low as possible.
Cost Per 1,000 Impressions
The cost per 1,000 impressions is another metric that appears regardless of the type of ad you opt for. However, it is more relevant when you select a CPM ad system. Nonetheless, it can help you evaluate if the bidding system you are using is best for your business. Unlike cost per click or link, CPM gives you a broader metric to track and evaluate the performance of your ads.
The amount spent gives you the total cost of your ad per campaign. You can view the amount of money you have spent in any given period. With this metric, you can easily make sure your ads are within the budget. It can also help to decide how you can fully utilize the remaining budgeted funds.
If your ad aims to generate leads, then you must monitor your leads. The number of leads you get helps you know the number of people that may want to buy from your business. Usually, your leads convert to actual buyers that bring in revenue.
Cost Per Lead
Cost per lead or CPL defines the amount of money you pay to get a Facebook lead through your ads. This metric helps you determine the value of each lead. If you have a low CPL, it means your ads are going in the right direction.
Cost Per Purchase
The cost per purchase defines the amount of money you spend to get a customer to purchase from you. This metric is determined by dividing the amount spent on ads over several purchases with a timeframe.
Purchases Conversion Value
Purchase conversion value is the number of audiences that can follow and complete your call-to-action. This Facebook metric can only be calculated if you have run an ad that is based on numbers. For actions that cannot be directly measured, models may be used.
Another one on the list of Facebook metrics you can’t ignore: Reach. For paid campaigns, this tells you the number of people that see your post or ad. Unlike impressions, reach considers only the first view by an audience member. It gives you the overall number of people that are willing to interact with your business. However, these people may or may not make a purchase.
Frequency defines the number of times each audience member sees an ad. It helps you to increase the brand awareness of your business. However, you will not want to have a high frequency. A high frequency means the same people are seeing your ad multiple times.
Tracking Facebook metrics is essential to your business. It helps you better manage your presence on Facebook. By tracking a handful of crucial metrics, you can be able to spend the right amount of money on marketing your brand. Similarly, you can measure how successful a social media campaign is. You are also able to review and optimize each ad with more precision.