Facebook, the social media platform that hosts 2.01 billion monthly active users, is a
platform your
brand needs to utilize. Over the years this platform has become a crucial way to build
businesses
online. Over 40 million small businesses have active pages on Facebook to advertise
themselves
digitally. With the increased use of Facebook metrics, it’s now even easier to manage your
business's
digital presence.
All of Facebook's metrics can be accessed through your businesses page within the
‘Insight’ tab. You
can dive into the data your page has recorded and execute informed decisions on reforming
your
marketing strategy. You will be able to see when your followers are online which will help
dictate
what time and day is best to post, the demographics of your audience, your follower growth
and
much more. But, which metrics should you be paying more attention to?
Engagement:
Measuring the number of times a user took action on your post by liking, sharing, commenting
or
clicking on it will show how the user feels about the content you have posted. Only the
number of
followers you have garnered will not be sufficient. You may have a large number of followers
however if you are getting only a few likes, shares or comments then you need to go back to
the
drawing board to redesign the page.
This metric also plays a big part in Facebook’s algorithm, which is what determines where
your posts
will show up in users News Feed. The more engaged numbers then it is more likely it'll
surface on
your followers feed.
Reach:
This metrics show how many of the followers actually visited your page. If the number of
visits is less
then it means that the page is not able to reach the numbers that you had targeted. Facebook
and
will allow you to analyse both the organic and paid reach.
Likes and Follows:
This metrics allow you to see the number of likes and the number of users who opted to have
your
page as news feed. Followers who opt for news feed can be analysed more from the
‘Insight’ tab.
Likes and followers may not completely represent your marketing efforts however a growth in
the
likes and followers will indicate your growing reach.
Video Retention:
According to Facebook, videos are widely watched and are increasing gaining popularity.
Hence, this
channel is an essential part of digital marketing. You need to ensure that the video content
is latest
and captivating. For example, if your 3-minute video is only holding an audience only to the
minute
mark, it is clear that the content needs to be optimized. “Audience retention� can be
viewed by
going to the “post details� of your video and selecting the “video average watch
time.�
CTR (click-through rate):
Not all metrics you would want to measure as Facebook provides lot of them. Each brand’s
goals will
dictate what metric is actually important to them but one that is consistently imperative is
the CTR.
This shows the percentage of people that see your ad and click on it, if your CTR is low
that means
users are seeing your ad but not taking action. Tracking this metric will help you determine
if your
content is engaging and also will allow you to have a higher ad’s relevance score. Having
a low CTR
means that the money you spent on the Ads is not giving you the returns that were expected.
Having a low CTR can result in paying more per click.
Conclusion:
Facebook offers lot of metrics for analysis. The above are some of them that can lead your
marketing
and Facebook strategy. be aware that tracking your campaigns is not a onetime task, you
should be
regularly tracking your page's performance to ensure you're publishing content that
will appeal to
your audience and keep them interested.
