The Three Most Important Facebook Marketing Performance Metrics for Beginners
Facebook Insights can be overwhelming to beginner marketers. It offers you a lot of data, making it hard sifting through, especially when you have to decide what is and isn’t important.
Facebook’s analytics metrics give you a ton of information, but as any Facebook advertising specialist could tell you, there are only a few that you really need to pay attention to.
Are you being seen on other people’s news feeds? To know the answer, take a look at your Fan Reach Metric. Doing so will tell you how many people who have liked your page on Facebook have actually seen any of the content you have shared.
Post Reach by fans is included in your organic reach metric, so comparing the two will help you understand just how applicable your content is to your audience. Since organic reach includes both those who have and have not liked your page, comparing these two metrics will allow you to see how many fans (and non-fans) are seeing your content.
You should also pay attention to impressions. Impressions tell you how many people have been exposed to your content. There are three different categories of impressions:
- Organic impressions are the total number of people who have seen your content without you paying for or boosting any posts.
- Paid Impressions are the number of people who saw your content because of something you paid for, whether it was an ad or a piece of content you boosted.
- Viral impressions are the number of people who were shown your content because of a friend either sharing, commenting, or liking your post.
It is important to distinguish the difference between your paid and organic content efforts, as both will work in tandem to ultimately be successful.
What is the quality of your content? Is it any good? Does it appeal to your audience? You can answer these questions by looking at the interactions metric. Interactions can also be referred to as engagement.
These are measured by how many people like, comment, share, or react to your content or Facebook page. If you are sharing videos, interactions/engagement is incredibly important to measure. For this type of media, you will want to look at how many people viewed the content and how long they watched it.
Facebook has changed its algorithm and it is now rewarding content that people engage with. Facebook has moved towards this in order to favor posts shared by friends and family over those shared by brands. But, if you’re content is getting genuine engagement, then you should still be able to see growth. The more followers you have, the more engagement you will see, which means your content will be more visible.
To keep an eye on how your following is growing, you should pay attention to the number of page likes you have. More importantly, though, you must focus on your follower growth rate and the number of unlikes you see.
If you’re seeing more people unlike your page than like it, your audience will never grow. This is a great indicator of how well your content is performing as well and can tell you if you need to change your content strategy.