The one platform that your brand needs to utilise is, Facebook, which has 2.07 billion monthly users (statistics as at third quarter of 2017). In the third quarter of 2012, the number of active Facebook users surpassed 1 billion, making it the first social network to ever do so. Over the years, Facebook has become a pivotal way to build businesses online. In fact, more than 40 million small businesses has active Facebook pages to represent their businesses digitally. With the increased use of Facebook metrics, it is straightforward to manage your business’s online presence.
Owners can access all of Facebook’s metrics through their business page within the “Insight” tab. Facebook gathers and collect a lot of data on a daily basis. You can easily view data your page has recorded and execute informed decisions on planning your marketing strategy. Marketers will be able to see what time followers are online generally which helps to dictate when is the best period to post. You will also be able to identify the habits and demographics of your audience, your follower growth and much more.
According to Facebook, engagement (with regards to post level metrics) is “the number of people who clicked anywhere in your post”. This metric measures the number of times a user took action on the post, such as commenting, liking, sharing or clicking a link. This will provide an indication of user’s reaction and interest on the content you have posted. This metric also plays a huge part in Facebook’s algorithm to determine where your posts will appear in users’ News Feed. The higher level of engagement, the more likely it will show up in your followers’ feed.
Reach indicates the number of users that have seen your Facebook post and will allow you to study and evaluate both organic and paid reach. Your organic reach corresponds with the number of people who have seen a post. The organic reach metrics can help you find ways to grow your content’s organic visibility. If you only manage to reach 1% of your 500,000 followers, you will realise you have been spending time and money on content that no one is viewing.
Likes and Follows
This particular metric shows you who “likes” your page and have chosen to become followers to read your posts on their News Feed. This metric is directly viewable on your page but a more in-depth view can be found in the “Insights” tab. There will be an analysis of your page’s likes over time in addition to the number of unlikes and a full breakdown of paid and organic likes.
Generally, your page likes should be growing consistently but this does not represent your marketing efforts. Ideally, monitoring like and follower growth is important because you will want to retain those you have and recruit those you do not have. You will be able to track these results with the “Likes and Follows” metric.
This metric is helpful for business pages that have been tapping on the growing popularity of Facebook videos. As at January 2016, more than 100 million hours of videos are watched on Facebook daily, hence we can be sure that digital marketing using Facebook video is an up and coming marketing technique.
It is critical to ensure that your content is interesting and you are able to retain audience to watch the whole video. This metric will show how long you are able to hold an audience’s attention and whether the content needs to be optimised. You can go to “post details” of your video to check out “video average watch time” and “video engagement”.
CTR (click-through rate)
There are over 100 measurable metrics in Facebook Ads, but one consistently important metric is the Click-through Rate (CTR). This shows the percentage of users that have seen your ad and have proceeded to click on it. If the CTR is low, it indicates that users are seeing your ad but are not taking any action. This metric measurement will show whether your content is engaging and will also allow you to have a higher ad’s relevance score. Having a low CTR can result in paying more for each click plus lead to overall poor results.
Facebook provides a wide variety of metrics to assist in the analysis of your marketing campaigns. Utilising these basic 5 metrics out of over 100 measurable metrics will help you to get a basic grasp of your performance. By measuring these metrics, you will be able to address the flaws of your Facebook campaign strategy and improve and improvise from there. You are encouraged to track your page performance regularly to ensure you are producing enticing and appealing content that keeps your followers interested.
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