With so many metrics, figures, measurements staring at you when you open the Facebook Business Page ‘Insights’ tab, how do you know which metrics you should be paying attention to?
Facebook provides a unique marketing opportunity, different from any other social platform. However, it also comes with its unique challenges, keeping you on your toes with its ever-changing NewsFeed Algorithm. For this reason, it is really important for any business using Facebook as a marketing tool to keep an eye on the Insights tab – with such in-depth, free analytics, you’d be silly not to!
Measuring your marketing efforts boils down to what your business goals are, and looking at the metrics that reflect this. So, deciding which metrics you should be looking at is not as simple as googling the answer, you need to assess this yourself. However, we can point you in the right direction by explaining the importance and relevance of these metrics.
This is a good place to start, as it tells you how many people are actually seeing your content. With Facebook’s NewsFeed Algorithm, you can never be sure whether your content will actually make it into your audience’s feed. The only way to ensure this is to constantly monitor and adjust your content.
Reach is a good metric to keep an eye on if you’re running a brand awareness campaign, as it is an indicator of how many people are exposed to your brand on Facebook.
However, it is not enough to just reach these users, as they may scroll past your post in their feed and forget about it shortly after. This is where engagement comes in.
This represents how many of the people that your post reached engaged with the content – any click on the content, whether it be a link click, a like, comment or share. If a user interacts with your post in any way, you can better understand what content stimulates them to engage with you. This interaction aids brand recall and will hopefully encourage these users to make meaningful conversions for your business.
Engagement is also an important ranking signal in Facebook’s NewsFeed Algorithm. The more users interact with your content, the more relevant that content is in Facebook’s eyes.
Which metric best aligns with your business objectives? Are you consistently measuring it? If so, what insights has this given you about your content? We’d love to hear your stories. Let us know in the comments below, or tweet us @SocialBuk.