Each week, we break down a different Facebook metric, discussing why it’s important, how it’s calculated, and what it means for your business. Find the full collection HERE, and also check out our Twitter Metrics Series.
Engaged Users is a Facebook metric you’re probably familiar with, but what about Consumers? Both metrics are very similar, and although Consumers is perhaps lesser known, it can actually offer more in-depth insight when it comes to content performance.
Lets start by taking a look at how Consumers are defined.
The main difference between how Consumers and Engaged Users are defined, is that Consumers are people that clicked on your posts (anywhere within a post), while Engaged Users are people that clicked or created a story anywhere on your page (this includes liking your page).
Since Consumer engagement is limited to posts and Engaged Users can click anywhere on the page, the number of Engaged Users on your page will always be equal to or larger than the number of Consumers.
Both metrics are available within Facebook Insights at the page and post level. At the post level the number of Engaged Users and Consumers should almost be equal.
Since the two metrics are so similar, both can be used to measure audience engagement and content performance. However, because of the subtle differences in how each metric is calculated, each has an ideal use case.
Since Engaged Users includes Stories generated by clicks on your page and not just within your content, it is a more complete measure of total engagement on your page. This makes it a great metric for evaluating how engaged the audience is on your page.
So how are Consumers a better metric for measuring content performance?
To start with, Consumers are limited just to engagement on your content, not your entire page. This makes Consumers the most accurate metric for measuring post engagement.
Second, Consumers can be segmented by the type of engagement action they made, including:
This breakdown gives a greater level of insight for how someone engaged with your content and what type of post it was (link, photo, or video). Clicks generating stories (including Likes, Comments, and Shares) are included in “Other Clicks”.
By comparing Consumers to post Reach, you can calculate the percentage of people that actually saw your content and chose to engage with it. This allows you to determine what percentage of your audience was engaged, at an individual post level.