Let’s be trustworthy, Facebook provides you numerous knowledge. The one different community that even comes shut is Twitter. The quantity of knowledge you will get from Facebook on the efficiency of your posts, viewers demographics and marketing campaign monitoring is superb.

Whereas having all this data accessible is sweet, it’s solely helpful when you perceive which knowledge factors matter probably the most to your enterprise. That’s why we put collectively 11 Facebook metrics your model wants to observe.

1. Engagement

Engagement measures the quantity of occasions somebody took motion in your posts. That would imply clicking a hyperlink, sharing your publish, making a response or leaving a remark.

The place to Discover It

There are a pair methods to observe engagement. The primary is by Facebook Insights.

facebook post metrics

Another choice is to use Sprout’s Facebook Analytics tools. Our stories present you the way a lot engagement your web page and posts obtain, in addition to the kinds.

top performing facebook posts report

Why You Ought to Measure Engagement

Engagement is among the most vital Facebook metrics you’ll be able to observe. For one, engagement is an indication that folks really just like the content material you’re sharing. However one more reason engagement is so beneficial is it might give your posts extra publicity to your viewers.

As , Facebook uses an algorithm to decide the place your posts present up in your followers’ Information Feed. The aim of the algorithm is to floor posts customers are probably curious about.

If certainly one of your posts receives a ton of engagement, that alerts to Facebook that it’s well-liked, so that they’ll be extra probably to floor it to your followers.

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2. Attain

Attain is the variety of individuals your content material is seen by on Facebook. This may be by both paid or natural efforts.

As we talked about earlier, Facebook switched to an algorithm based mostly feed years in the past. Because of this, many companies noticed drastic drops within the quantity of individuals their content material reaches organically. Some research have reported as low as 2.6%.

So even when you’ve constructed up a big viewers, it doesn’t imply they’ll all see your posts. That’s the place attain comes into play.

The place to Discover It

You possibly can see an outline of your attain by going to your web page Insights.

facebook organic reach metrics

In order for you extra particulars, you’ll be able to click on on the Attain tab.

facebook post reach


Why You Ought to Measure Attain

Whereas Facebook organic reach for manufacturers has decreased through the years, that doesn’t imply you shouldn’t measure it. Needless to say the charges you learn on-line like the two.6% we quoted earlier are averages. There are manufacturers which might be in a position to attain a bigger piece of their viewers. Plus Facebook Advertisements might help you attain a bigger viewers as effectively.

As an illustration, Christina Guan from Happy to Wander was in a position to attain over 950,000 individuals organically with a single publish.

Happy to Wander Facebook Reach

However not each single certainly one of her posts receives that very same stage success. This illustrates the significance of monitoring attain. It helps you study and perceive what your viewers likes, and why sure posts outperform others.

social media analytics banner

3. Impressions

One other Facebook metric associated to the visibility of your posts is impressions. Whereas attain tells you the way many individuals noticed your posts, impressions measure the variety of occasions your posts have been seen. That features if one publish was seen a number of occasions by a single person.

The place to Discover It

In your Facebook Insights, go to the posts tab. Click on on the button for “attain” and change it to impressions.

facebook impressions

Sprout additionally gives very detailed impressions metrics inside our Facebook Analytics.

Sprout Facebook reporting showing impressions

Why You Ought to Measure Impressions

Impressions may give you a good suggestion of the “viral” nature of a publish. One particular person could get uncovered to certainly one of your posts a number of occasions. As an illustration, in the event that they noticed it as soon as of their feed after which once more when a buddy shared it, that’s two impressions.

With all of the content material being thrown at shoppers each day, particularly on Facebook, getting your content material seen a number of occasions is important to get individuals to take motion. It’s a play off of the rule of seven in advertising and marketing. The rule of seven primarily states {that a} prospect has to see your advertising and marketing message seven occasions earlier than they take motion.

Though the rule of seven was an idea developed within the 1930’s, it’s nonetheless very relevant within the age of digital advertising and marketing. In reality, it’s most likely much more related right now than ever.

4. Facebook Referral Site visitors

Facebook referral site visitors is the quantity of holiday makers your web site will get from Facebook. That features site visitors from individuals clicking hyperlinks in your posts, site visitors from different individuals sharing your articles or visits from clicks in your profile hyperlink.

The place to Discover It

You possibly can see your referral site visitors in Google Analytics underneath Acquisition> Social > Community Referral.

facebook referral traffic

Google Analytics additionally integrates with Sprout, so you’ll be able to see this knowledge straight in our reporting tab as effectively.

sprout social traffic stats

Why You Ought to Measure Facebook Referral Site visitors

Facebook is nice for building and feeding your community. However you’ll ultimately need to get them off Facebook and onto your web site to full an motion.

To actually measure the success of content material you share on Facebook, you want to take a look at your referral site visitors. This Facebook metric signifies that individuals felt so compelled by your headline and outline that they took the time to click on by and browse it.

For those who discover your Facebook referral site visitors is declining, it might be an indication that:

  • Your viewers doesn’t just like the content material you’re sharing.
  • You’re getting much less attain.
  • Your headlines or descriptions aren’t pulling in individuals.

Regardless of the case, when your site visitors from Facebook begins to noticeably decline, look into it as a result of it usually means one thing’s off.


5. Web page Likes & Follows

Web page Likes are the variety of those that observe your model on Facebook. They favored your web page or opted-in to give you the chance to have your posts present up of their feed. You possibly can consider them as followers or subscribers.

The place to Discover It

You possibly can see your whole variety of Likes or follows straight in your Facebook web page.

facebook page likes

In order for you to go extra in depth, you’ll be able to go to the Likes tab in reporting. Right here, you’ll be able to see how your web page’s Likes development over time, in addition to your variety of Unlikes and a breakdown of natural or paid Likes.

facebook net likes metrics

Need much more knowledge? Facebook additionally gives you with a breakdown of the place your Web page Likes occur.

where your page likes happened

Alternatively, you should utilize our Facebook Analytics instruments to see your viewers development as effectively. This places all of your Facebook metrics in a single easy and straightforward to learn report somewhat than having to navigate by a number of screens to get the info you want.

Sprout customized FB report

Why You Ought to Measure Web page Likes

Web page Likes are sometimes thought of a conceit metric. They don’t signify how profitable your Facebook advertising and marketing efforts are in contrast to engagement, attain or different metrics.

However right here’s why it’s vital. Web page Likes present your viewers measurement on Facebook. Over time, that quantity must be rising. For those who’re caught with across the similar variety of likes for months, it means certainly one of two issues:

  • You’re dropping the identical variety of Likes as you’re gaining.
  • New individuals aren’t following you.

Ideally, you need to retain your present followers and add on new ones. However when you’re not measuring your viewers development, you’ll be left at midnight.

Facebook Video Metrics

With video turning into such a big a part of Facebook, extra entrepreneurs are leaping on board. Facebook gives plenty of data to permit you to measure the success of your movies, whether or not you’re working video adverts, reside streaming or posting native Facebook movies.

Listed here are a few of the Facebook metrics you must observe to measure the success of your video content material:

6. Video Retention

For those who’re publishing 10 minute movies, however a majority of your viewers solely watches 30 seconds of it, you may want to think about slicing it down. To learn how what share of your movies individuals watch, you’ll be able to try the Submit Particulars part in your Web page Insights.

You’ll give you the chance to see the place most of your viewers are dropping off, what number of distinctive views you’re getting and extra.

Facebook video retention stats

7. Video Engagement

Similar to non-video Facebook posts, engagement is a vital metric to monitor for movies as effectively. As well as to Likes, shares and feedback, one other engagement metric you’ll see right here is clicks to play.

Clicks to play measures the variety of occasions individuals click on in your video to play it somewhat than viewing it by an autoplay of their feed.

facebook video engagement stats

And once more, you may also use Sprout to observe your Facebook video metrics.

facebook video performance sprout analytics

Don’t simply publish movies and overlook about them. Look by your Facebook metrics to guarantee individuals are really viewing and fascinating together with your content material.

Sprout simplifies publishing movies on Facebook. Whether or not you need to share televised occasions, vital information tales or movies associated to a marketing campaign, Sprout’s publishing tools are designed to make it easier to create and launch posts shortly and simply.

And with Sprout’s Asset Library, you’ll be able to retailer movies alongside pictures and textual content in a centralized location, permitting you to simply set up and edit your multimedia content material to ship on-brand, visually participating posts throughout all of your social profiles.


Facebook Advert Metrics

For those who run Facebook Advertisements, you’ve most likely seen the extraordinarily lengthy record of over 100 metrics you’ll be able to measure.

facebook ad metrics

Until you’re a whole knowledge addict, you’re probably not going to measure a majority of this record. On the similar time, you don’t need to exclude any vital metrics that would enhance your campaigns. So the place’s the center floor?

The Facebook Advert metrics you observe will rely in your model’s objectives. However listed below are a few of the extra frequent metrics you must measure:

8. CTR

Click on-through price (CTR) exhibits the proportion of those that see your advert and click on by to your touchdown web page. In accordance to data from Wordstream, the typical CTR for Facebook Advertisements throughout all industries is 0.9%.

average facebook ad ctr

A low CTR means individuals are seeing your advert, however aren’t taking motion. In case your CTR is under common, strive altering your advert copy and picture to make it extra related to your target market. Monitoring this metric is vital as a result of it straight impacts your advert’s relevance rating.

When Facebook sees your adverts are getting impressions however no clicks, it logically assumes your viewers doesn’t discover the advert related. This may end up in paying extra per click on and total poor efficiency. So hold a detailed eye in your CTR.

9. CPC & CPM

Facebook provides you a number of choices for a way you’re charged for adverts. The 2 hottest are value per thousand impressions (CPM) or value per click on (CPC).

facebook ads payment options

It’s simple to get caught in your whole quantity spent in your adverts. However as a substitute, we advocate paying consideration to your CPC or CPM. It’s a greater indicator of how environment friendly your spending is. Paying $500 for 1,500 clicks sounds loads higher than spending $500 for 250 clicks. Assuming it’s high quality site visitors after all.

With CPM pricing, you’re charged for each thousand impressions your adverts get. The turnoff for some manufacturers is you might have to pay whether or not or not anybody really takes motion in your adverts. You’re strictly paying to have your adverts present up, and hopefully your campaigns are ok to drive engagement.

CPM might be actually useful although when you’re testing a number of advert variations. It’s a faster and cheaper manner to discover out which adverts are winners or losers.

With CPC pricing, you’re charged each time somebody clicks in your adverts. That is the commonest possibility, because you’re paying for precise actions being accomplished somewhat than simply having your advert present up.

The draw back of CPC is your adverts could get fewer impressions than when you used CPM, notably in case your adverts have a poor CTR. However that’s past the scope of this text. Take a look at our publish on the cost of Facebook Ads for more information.

For those who’re questioning whether or not or not your CPC is simply too excessive, Wordstream discovered the typical CPC throughout all industries to be $1.72.

average cpc facebook ads

Whether or not you go together with CPC or CPM, ensure you observe the metric intently to get probably the most out of your funds. Whereas Facebook is significantly cheaper than different advert platforms like AdWords, Twitter or LinkedIn, you’ll be able to simply waste cash with underperforming adverts.

10. CPA

Value per motion (CPA) solutions the query, are my Facebook Advertisements paying off? As a substitute of simply paying for a click on or impressions, CPA measures your prices based mostly on a selected motion. As an illustration, an app obtain, e mail subscribe and even buy. By measuring this Facebook metric, you’ll be able to perceive the ROI of your advert campaigns.

The common value per motion throughout all industries is $18.68.

average cpa facebook ads

11. Advert Frequency

This can be a Facebook metric that usually goes neglected by advertisers, nevertheless it’s essential. Advert frequency is the typical quantity of occasions individuals see a selected advert.

Facebook Ad Frequency

Bear in mind the rule of seven philosophy we identified earlier? The rule of seven refers to individuals seeing your message seven occasions. That doesn’t imply the message has to be introduced in the very same format.

If individuals see the identical advert out of your model again and again, it may possibly begin to develop into stale and lose it’s affect. In reality, AdEspresso carried out a examine and located that as advert frequency went up, CPC elevated and CTR decreased.

facebook ad frequency study

So as to stop this from taking place, control your advert frequency. If individuals are seeing the identical actual advert out of your model greater than twice in a single week, it’s time to rework issues.

One of many best methods to decrease advert frequency is to create a number of variations of your adverts. Merely change up the copy or visuals for every model.

Begin Monitoring Your Facebook Metrics

As you’ll be able to see, there are a ton of Facebook metrics you’ll be able to observe. It’s up to your model to resolve which of them are vital to you. Use the stats on this publish as a suggestion for the place to begin.

What are a few of the go-to Facebook metrics your model tracks to measure success? Drop a remark under!