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9 Facebook Metrics that Tell the Full Story of Your Brand

As the world’s most popular social network, Facebook is powered by cat memes and baby pictures, but most important of all is data. Consumer data is the fuel for most business decisions, and Facebook has a huge collection of information from its more than 2 billion users to drive marketing strategies.

But it’s always helpful to dig a little deeper to uncover some of the most telling information. Here are nine Facebook metrics that tell the story of your brand.

With Simply Measured, you can dig into all your Facebook page and post metrics in one place—then simply click over to another tab to view data for Instagram, Twitter, YouTube…

1. Actions on Page

Ultimately, you want your customers to take meaningful action that gets them closer to purchasing your products or services. This typically means consuming content in the form of video and photos, or leaving Facebook and visiting your website to learn more about a product, subscribe to a newsletter, or take other lead-nurturing actions.

Simply Measured Social Analytics

Metrics to Watch 

  • Link Clicks
  • Photo Views 
  • Video Plays 
  • Other Clicks

What the Metrics Mean 

The above metrics expose how your content is being consumed, and they show you how your different campaigns and content types perform against one another. Also pay attention to reactions, comments, shares, and overall click metrics, because this tells you when engaged users are taking the next step and interacting with your content a step beyond passive consumption. 

Simply Measured Social Analytics

Examine the peaks and valleys of your content calendar to determine which content to create more of in the future and which content to put paid behind. 

2. Page Views

How many users look at your page and from which devices (i.e., desktop or mobile)? Find this out through the Page Views section to see the numbers for users, their demographics, and more.

Metrics to Watch

  • Total Views
  • Total People Who Viewed
  • Top Sources

What the Metrics Mean

Page views provide clues into how your page is doing overall. If traffic is dipping, it may signal a need to revamp content or update the look of your brand.

Page Views in Simply Measured Social Analytics

It is not enough to know the quantity of page views on a page. You should be tracking the characteristics of the people who are behind these views.

Facebook Insights

Are they mobile phone users or chained to a desktop? Are they coming to your page from a shared link or recommendation? This is data you want to know to create content that is mobile-friendly, shareable, or whatever forms of content users demand.

3. Overall Page Likes

Similar to views, page likes give an overview of your brand’s health, but a single number doesn’t tell the full story. Paying attention to how the number of likes (and unlikes) change over time and whether likes are paid or organic will give you a more comprehensive picture.

View how Page Likes (and Unlikes) evolve over time with Simply Measured Social Analytics.

Metrics to Watch

  • Net Likes (Organic Likes, Paid Likes, Unlikes)
  • Where Your Page Likes Happened

What the Metrics Mean

You can have a million likes on a page, but if the amount of likes and unlikes cancel each other out, your page will not see meaningful growth. The goal is to have more likes, whether organic or paid (defined as likes that happen one day after viewing an ad or 28 days after clicking on an ad).

If your likes counter stagnates, decide whether to increase the number of ads for higher paid likes or change up content for more organic likes. If you see an alarming number of unlikes, you may have to dig deeper to find the problem, like infrequent posts or a post with negative feedback.

4. Reach

Facebook has numerous tools to grow your brand reach and track its progress through recommendations, post shares, etc. One way Facebook does this is through targeted ad delivery.

Simply Measured Paid Analytics, in beta now, shows you how reach (and other metrics) correlate to ad spend over time—across Facebook and other major social channels.

Targeted ads give brands the power to show ads to the right people based on their unique characteristics, devices, and connections, increasing your reach exponentially.

Metrics to Watch

  • Post Reach
  • Post Impressions
  • Recommendations
  • Likes, Comments, and Shares
  • Hide, Report as Spam, and Unlikes
  • Total Reach

What the Metrics Mean

You can see your impressions and reach broken down by organic and paid. This shows you which content is best engaging your audience, and gives you an idea of how organic and paid can best work together to maximize benefit for your brand. 

Simply Measured Social Analytics shows you how Organic and Paid Impressions and Reach stack up side by side.

5. Post Engagements

Increasing engagement is a primary goal for most brands on social media. You’re trying to cultivate a community. You’re trying to expand awareness of your brand and product offerings. If no one is interacting with your posts, it’s time for a change—one you’ll only be able to make if you’re paying attention to the data. 

Simply Measured Social Analytics

Metrics to Watch

  • Post Clicks
  • Reactions, Comments, and Shares

What the Metrics Mean

Post engagements let your followers voice how they feel about a post, whether they find it relevant to their interests or even share-worthy. In turn, it’s possible to create new content that feeds into these interests to increase engagement and reach.

Create Facebook campaigns specifically to grow engagement and create A/B tests to experiment with changing wording and images in posts to see which are the best at getting audiences to interact.

6. Video Engagement

Videos offer a dynamic way to engage Facebook users by educating and entertaining them. If you’re employing a video strategy on Facebook, chances are you’ve invested a ton of time and money there. Make sure you’re promoting and distributing your videos wisely by keeping a close eye on these metrics. 

Metrics shouldn’t exist in a silo. With Simply Measured Social Analytics, you can see how your Facebook videos are performing alongside videos on other channels.

Metrics to Watch

  • Average Reach (Video)
  • Average Engagement (Video)
  • Video Views
  • Minutes Viewed (Audience Retention) 

What the Metrics Mean

These metrics show how many people are seeing your videos, whether they are liking them, and if they hold their attention. Video retention, gauged from the average view duration or 30-second view (the number of people who watch your video for 30 seconds), indicates the effectiveness of your video to pique their interest and for how long.

Facebook Audience Retention, c/o Simply Measured Social Analytics

Looking at your retention curve helps you pinpoint when engagement starts to drop off. You can then edit your videos to be shorter or modify content so it holds user attention more.

7. Audience Information

Knowing the breakdown of your audience is key to effective Facebook marketing. These metrics related to your audience let you know who is visiting your page, interacting with your content, and purchasing your products.

They also give you an idea of how to grow a particular segment of your audience using content on your Facebook Page. The screenshot below shows the comparison between your audience (in blue) and all users on Facebook (in gray). 

Metrics to Watch

  • Location
  • Age
  • Gender
  • Interests

What the Metrics Mean

Not only do these metrics determine how you set your targeted and sponsored posts, they also gain insight into the products and services they might want to learn more about or whether they find content interesting and shareable.

8. Cost-Per-[Fill in the Blank] Metrics

Are your social media marketing efforts leading to more cash, or putting you in the red? Return on investment metrics like the ones below show the average costs for people to engage with or see your post.

Metrics to Watch

  • Cost-Per-Post Reaction
  • Cost-Per-Like
  • Cost-Per-1,000 People Reached
  • Cost-Per-Any Action

What the Metrics Mean

These “cost-per” metrics, like Cost-Per-Any Action, defined as the average cost of a relevant action like clicking on a website link, are critical to know if your marketing is achieving your target ROI and if it exceeds revenue generated from social media marketing.

9. Referral Traffic

Many people find your Facebook page through their social networking circles, but there are other ways they stumble on your brand. You can track data measuring which sources lead people to your Facebook page and whether Facebook is directing people to your website.

It’s easy to find referral traffic under the Top Sources feature on Insights. Additionally, there are several ways to find Facebook referrals using Google Analytics: 1. Acquisition → Social → Network Referrals. 2. Acquisition → All Traffic → Referrals. Look for Facebook under the “Source” column.

Metrics to Watch

  • Social Network (Referrals)
  • Social Source Referral
  • Top Sources

What the Metrics Mean

The sources named in these analytics tools may range from search engines to social networks like Reddit and known media outlets. It’s critical to measure referral traffic to see if there is a consumer buzz around your brand and if your content marketing and outreach efforts are working.

Facebook has a wealth of data to delve into. Knowing where to look is the first step toward achieving your goals on the social network. Let Simply Measured uncover your most important Facebook metrics, and surface them for you side-by-side with metrics for your other active social networks. Less muss, less fuss. Request a personalized demo below.

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Sheena Leano

Sheena Leano is a Chicagoland-based writer and editor who generates inbound marketing content for SEO companies. She has been featured on MSN, USA Today College and MoneyRates. Find her on Twitter and LinkedIn.

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