As one of the most popular social media platforms, Facebook has almost 3 million Facebook users who open the application daily. While a few businesses have shifted to a different platform, there is still no doubt that using the app is an effective social media marketing strategy.
If you want your Facebook page to be seen more by your targeted audience, you should understand how vital Facebook metrics are.
Facebook Insights is a valuable tool for Facebook pages and businesses to see and evaluate their business page. It is a dashboard with information on the activity surrounding your Facebook posts. Not only do they provide you with analytics like page insights and post engagement metrics, but Facebook Business metrics also display the performance metrics of your competitors.
Facebook offers two kinds of insights tabs: Page Insights and Audience Insights.
Facebook Page Insights
This page shows you data from the Facebook users who have visited your page. Things like post metrics, post impressions, and the average engagement rate of the same person when they check out your Facebook page from their news feed.
It also shows how your content is doing compared to the metrics of your contenders.
Facebook Audience Insights
As the name suggests, this tab focuses on getting more link clicks from your target audience through the Facebook ads metrics that you and your social media marketer should focus on. It analyzes what ad campaign you should attempt next and provides information about your other social media.
To find Facebook insights, log in to your Facebook page first. The insights tab can be seen in the sidebar on the left side of the screen, which will bring you to the overview dashboard.
Once you arrive on the landing page, you will see the most essential Facebook metrics at the front, and you can customize the boxes to fit the analytics you want to see. You can view your social media strategy, Facebook ads, and published posts with extensive information ready for your next Facebook ad campaign.
The essential metrics can be seen in the categories on the left side, namely:
- Followers,
- Ads,
- Likes,
- Reach,
- Page Views,
- Actions on Page,
- Posts,
- Events,
- Videos, and
- Many more.
It is important to note that Facebook Ads Manager and Facebook Insights are tools that serve a similar purpose - to help you with your Facebook marketing strategy. Interpreting the data from the key metrics can be difficult, but the following step is vital to reaching the target audience.
With that knowledge in mind, here are the top 15 Facebook metrics you should track in 2023!
Top 15 Facebook metrics to track in 2023
1. Best time to post
As one of the most important Facebook metrics, perfect timing is one of the essential metrics for a Facebook business page.
Conducting experiments with each Facebook post can be a helpful tactic. It lets you know which time and date has the highest user engagement rate.
Your posts can have the ability to attract potential customers that otherwise would not have seen your Facebook post, as everyone spends a different amount of time online. For example, if you cater to working people, your average engagement rate will rise if you post during weekends, as your audience is more likely to view their Facebook feed during non-working days.
This does not only apply to Facebook metrics but to other social media channels as well.
2. Cost per Click
CPC is one of the few Facebook metrics you want to see lower numbers. Consider taking a more aggressive approach with your ad campaigns if your link clicks are low and the cost and vanity metrics are high.
Fun fact, a video-based Facebook feed has lower Costs per Click than a Facebook right column.
3. CPA (Cost per Action)
This important Facebook metric is how much you must pay when the audience performs any action on your page. Much like the previous important metric mentioned, the lower this costs, the better.
Compared to other ad metrics, cost-per-action marketing generally entails lower risk for advertisers. You guard against potential eyes that won't convert and click fraud because you only pay when you get a lead or a sale.
Additionally, you are making sure that your ad spend is worth it.
4. Conversion Rate
When many people click on your ad at a low cost without purchasing, it proves that the ad is doing what it intended to do — getting people to click. People are not, however, drawn to what the link has to offer. It is not persuading people to become Christians. Depending on your particular needs, a higher conversion rate for the percentage of the page clicked would be desirable.
Conversion Rate reveals the percentage of people who clicked on your Facebook ads but did not convert into a sale, while Cost Per Conversion shows how much you are paying for a lead or sale.
5. CPM (Cost per Mille / 1,000 Impressions)
Much like the metrics mentioned above, this one is significantly better for you the lower it is. CPM tells you how much you must pay Facebook per 1000 impressions. Facebook ads that are engaging and not annoying to the audience are a significant part of Facebook marketing. For instance, if an ad is insignificant to the audience, they would like to see your content less, lowering your page impressions. In that case, referral traffic will go down as well.
This is one of the essential Facebook metrics as it is one of the KPIs. For them to be effective, you must make engaging advertisements with a lower cost per 1,000 impressions.
6. Engagement Rate
The Facebook engagement metrics number is the number of people who liked, shared or commented on your post.
It's one thing to create an engaging Facebook page but another to consistently generate engagement to get more page likes, which you'll need to learn.
The total number of interactions, comments, and shares divided by the number of Facebook posts and followers is multiplied by 100 to determine the average engagement rate per post among followers. You eliminate the outliers by computing the average engagement rate.
You can keep track of this by examining Facebook post performance and other Facebook brand awareness metrics to see if your published content resonates with the intended audience.
Learn what they like to see the most from past data and adjust your strategy accordingly.
7. Follower Demographics
Knowing where your audience is from will help you tailor your tone of voice, message, and content to meet each follower's needs. As your page likes are a feature, your friends can see a lot of Facebook referral traffic comes from it.
By taking a look at follower demographics, you can accomplish more significant Facebook insights:
- Audience's age range,
- Gender,
- Country,
- Device, and
- Language.
Important Facebook metrics even break down the top audiences, enabling marketing companies to determine which demographic has more website purchases from business pages.
When developing strategies, creating and publishing content, and creating Facebook ads, this information proves this is one of the metrics you should track.
8. Followers Growth
A growing page indicates that more users like and engage with your content. It's critical to track the number of new followers you gain and those you've lost over a specific time frame.
The most crucial thing to remember is that you can only track it manually because Facebook Creator Studio doesn't offer this information. This Facebook metric is highly monitored by those recently starting, as they usually have the most organic reach, referral traffic, and page likes.
There are many ways to attract new followers to your Facebook page, including influencer marketing and advertisements. You can always get more Facebook users by upgrading your post level: through eye candy and bite-sized content.
9. Frequency
Frequency is the number of times the same user from your target market has seen your advertisement.
If there is a frequency rate more than two times the average but no increase in conversions, it means that people have seen your advertisement twice but are not interested, and you need to change it. Otherwise, you might be wasting your budget by spending money while sending no traffic to your landing page.
This is the Facebook metric often talked about in some Facebook groups. "How often should I post?" can only be answerable by you. How busy is your schedule? What days do your followers give you the most Facebook impressions? Which one has the highest click-through rate? Facebook creator studio can help you figure out the optimal frequency for posting.
10. Impressions
Every time your content is viewed, it will be counted as an impression, which is how often a specific range is shown. In contrast to Reach, which only depends on views from unique people, it can include multiple pictures from the same user.
Remembering that impression metrics can be divided based on the post, page, or advertisement is essential.
Facebook impressions are something you will come across when navigating between the two. There are two kinds of impressions: Paid and Organic.
Paid Reach
As the name suggests, this Facebook analytics counts the number of times people bump into your content on their pages if it's sponsored. You can find the video metrics under this category in the tab if your post is a video.
If you are on a budget, it is essential to consider if you can afford sponsored posts while having other cost metrics to track.
Organic Reach
From its name, Organic reach is one of the Facebook metrics information that displays your posts' total number of free news feed appearances. It could be from a friend's shared post or because a user follows your page. Facebook referral traffic is under this kind of reach.
11. Page Likes and Followers
The key performance indicators that display how many people like and follow your client's business Facebook account are page likes and followers.
Because having thousands of bots and fake accounts does not increase value, revenue, click-through rate, sales, or conversion, the maxim "the higher, the better" does not always apply to these KPIs.
According to Facebook, page likes and followers are the total number of new users who liked or followed your client's page, divided into paid and non-paid users. These sums are approximations.
12. Reach
Reach is the total number of distinct users who have viewed your content or advertisement. You can see how the content resonates with your audience using this crucial Facebook metrics insight, and you can then modify your marketing plan in light of your discoveries.
Facebook Reach is divided into two categories: organic and total.
Organic Reach
This is the kind of reach wherein your friends and other contacts on the platform see your posts.
Total Reach
This kind of reach shows you the total of all the viewers of your post, whether it's someone you're friends with or not.
Compared to native apps, social media analytics tools provide more detailed information, such as the average reach by post type, delivery metrics, or a breakdown of the space for your page. If you post a video, you will see the average video metrics for similar content on the Facebook video analytics page.
A social media marketing survey revealed that reach data is among the top 5 metrics for social media professionals and clients.
13. Referral traffic from Facebook
The term "page views" also applies to referral traffic. It's the number of Facebook users who arrived at the client's website after clicking a link. As referral traffic, this is recorded.
How can you help your client receive more Facebook referral traffic?
- Create a giveaway
- Create enticing and compelling CTAs that will compel users to learn more about the client's enterprise.
- Engage Facebook users and show them you care about them
- Insert links into image captions
- Move forward
- Pose a query or request feedback
- Redesign your client's page
- Static HTML should be placed
- Update, relevant, and keep the information current
- Utilize post teasers
- With Facebook Messenger marketing automation, create links on Facebook Messenger.
14. Share of Voice
Share of Voice calculates how famous your client's company concerns its rivals. When you're just starting with a new client and want to know how their business stands in the market, it's a great metric to use as a gauge.
Agencies frequently keep tabs on online brand mentions and the audiences that interact with them the most.
15. Video Average Watch Time
The video's average watch time indicates the percentage of videos watched. The metric displays the typical length of a video's viewing session, and Facebook's algorithm recommends the videos with the most prolonged viewing sessions to its users.
Additionally, Thruplay enables you to optimize and pay for your videos based on how often they are watched for longer than 15 minutes, and Cost Per Thruplay shows you the typical price per watched video. Monitoring this video metric is crucial because it's one of the most significant.
Facebook Reporting Software
Facebook KPI analysis, tracking, and measurement are challenging because manual labour is time-consuming and prone to human error. Additionally, as your clientele grows or you start including other digital marketing tools in your reports, the reporting scope can increase exponentially.
The tool offers cross-channel reporting with white-label and automation features. The progress of Facebook's marketing initiatives and strategy can thus be compared to that of other social media platforms in a report you can create.
Final Words
Facebook's Key Performance Indicators are crucial for successful strategies and ad campaigns. However, it can be challenging to select the proper marketing KPIs, as many options are available.
Knowing and keeping track of the most important Facebook metrics can be challenging. Some pages even hire companies with SEO and SEM services to keep up with the key Facebook metrics and Google analytics simultaneously.
When searching for companies to help you with important metrics, check out Khepri Digital! Having collaborated with many brands worldwide, they can help you and your Facebook page to skyrocket! You can check our top Facebook ads guide too for more tips on how to ace your advertising tactics and eventually generate high ROI.
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