Social media trends will always dictate what works for your brand in the current landscape and flow of things. However, social media metrics are the defining factor for judging your brand awareness, engagement, conversions, and consumer sentiments. When it comes to Facebook, you can always expect a large chunk of your users and followers to be actively engaged on that platform.
Chances are that you’re already making the most out of your Google Analytics to track your Facebook ads and campaigns. However, to be able to grow your brand, you need to wrap your head around Facebook analytics regularly. To make it less intimidating, here are the key metrics that will help you define your Facebook strategy.
Learn About The Facebook Metrics That Needs To Be In Your Brand Radar:
Triggering brand engagement is one of the most sought-after metrics across all social media platforms. Facebook Engagement is fairly easy to analyze as all you need to track are the Likes, Comments, Reactions, Shares, and Clicks. Analyze all your top-performing posts for the last 30 days which will give you a month-on-month view as to which content and communication upped your audience engagement rates. The key to a steadily rising engagement rate is to create relatable content and recreate content that worked for you in the past.
Post reach depicts the number of times your post was seen by people. This is a solid indicator to judge if your post schedule is on point and it’s reaching the feeds of your target audience. A few things to consider to improve your post reach are to optimize your publishing time, hashtag usage, and the popularity of your brand. All of these factors work together to enhance your Facebook reach together.
Based on Facebook’s ranking algorithm, your posts are ranked higher or show up on top of your follower’s news feed based on the number of meaningful interactions in the form of likes, shares, reactions, and comments. Post reach has also been declining due to the high volume of content being published by numerous brands. It is also considered that Facebook prioritizes content that is relevant to each user based on their individual interests which can also be the cause of a decline in post reach.
To help navigate this algorithm, the only scope for brands is to create unique content that engages with their target audience.
Audience Growth Rate
The audience growth rate is a metric to simply get the frequency or pace of gaining your followers or subscribers. Your page likes can be a vanity metric but it helps you gauge the audience’s growth or decline over a period of time. You also need to track the number of unlikes to see which campaign or post triggered such a reaction.
This one probably needs no introduction as brands all over are trying to achieve that virality factor through Facebook. Virality rate can be defined as those highly engaging posts that break past the barrier into maximum exposure online and offline.
Becoming the talk of the town or perhaps the world headlines can be a good indicator of your virality but when it comes down to it, you need to measure your post’s shares and impressions.
Video View Rate
A single Facebook “video view” is counted when a viewer watches your video for 3 seconds or more. It has multiple view metrics depending on the length of your video, however, to calculate the engagement factor you can divide the video views by your Post Reach.
Videos definitely are the way to go if you wish for a leading Facebook strategy in 2021. Whether it’s going LIVE or those lively video ads, analyzing your video view rates will help you streamline your video content to grab attention.
One of the most beneficial aspects of Facebook is its ad manager functionality. All you need to do is set up a Business Page and you’re good to go. Once you’ve started running your ad campaigns, you’ll want to get the most out of it and know how the results are shaping up.
To analyze your Ad Metrics, you need to watch your
- Ad Impressions
- Ad Clicks
- Ad Frequency
- Click-Through Rates (CTR)
- Cost Per Click (CPC) / Cost Per Impression (CPM)
- Conversion Rates
- Cost Per Conversions
Facebook analytics and insights can be a maze for some and easy to get lost into without gaining value out of it.
Here Are The Key Takeaways:
- See the bigger picture
Even though the analytics section gives you a micro approach to your data, you need to see how those numbers stack up to the bigger goal and vision of your business.
- Find your niche
What works for your competitor might flop for you. Stick your brand tonality and be unique. Finding your niche of Facebook content and communication will help build a strong recall and grow your brand exponentially.
- Set goals and act fast
It’s natural to skyrocket your numbers one moment and be down and out with your reach from time to time. Facebook analytics is all about timely audits and actions. Figuring out a way on this social platform will help you set goals and act fast towards them.
Need expert advice and a custom-designed strategy and analytical approach for your brand? Our digital marketing specialists will do all the heavy lifting for you and identify those crucial metrics that will help outgrow your competition.