Important Metrics To Track On Your Facebook Insights

Social media is so much more than what meets the eye. Behind those well-thought-out designs and promotional posts is a ton of data that can tell you a lot about your social media marketing.

From the amount of people who see your posts to what they actually do with your post, Facebook provides an array of information available at your fingertips. We’ve made a list of some of the most important key metrics to track on Facebook Insights because while having all this information is nice, it’s only useful if you understand which data points matter most to your business.
 

Engagement

What is it?

Engagement is when users perform an action on your page, including likes, comments, shares and clicks.

Why track it?

There’s a reason why engagement is on the top of our list. Since Facebook uses an algorithm that ranks your posts depending on the most popular, your engagement is crucial in giving your page more exposure on the coveted News Feed.

 

Reach

What is it?

Reach is the amount of people who see your content Facebook through either paid or organic efforts.

Why track it?

Facebook wants to optimize user experience and, therefore, strives to show the most relevant content to its users. This means the more relevant your content is to people, the more users it will reach. Tracking your reach can reveal just how well your content relates to people.


Impressions

What is it?

Impressions is the number of times your posts was seen in total, including multiple times by a single user.

Why track it?

The rule of seven in marketing states that a prospective consumer has to see your marketing message seven times before they actually take action. Keeping this in mind, the more people who see your post, the more likely they are to respond to your message. Impressions can give you an idea of the “viral” nature of your post.


Page Likes & Follows

What is it?

Although they often go hand-in-hand, Page Likes and Page Follows differ. Page Likes is the number of people who Like your Facebook page, while Page Follows is the number of people who choose to see what your page posts on their News Feed. When someone likes your page, they are automatically followers of your page, unless they actively opt-out from seeing your posts.

Why track it?

Page Likes can be considered a “vanity” feature. While Likes and Followers do not necessarily reveal how successful your page is compared to the Engagement metric, they do reveal your audience size and fluctuation. Your Page Likes and Page Followers should always be increasing and attracting new followers

 

Click Through Rate (CTR)

What is it?

Click Through Rate is the percentage of people who not only see your ad but then click through to your landing page. When you have a high CTR, your post or ad is most likely effective.

Why track it?

Your CTR corresponds to your ad’s relevance score. When Facebook sees that your ads are getting no clicks, it assumes your audience doesn’t find your content relevant. This will impact your impressions and reach, and can result in paying more per click.

 

Cost Per Click (CPC)

What is it?

These two metrics reveal how you are charged for ads, and it’s all up to you. With CPM pricing, you’re charged for every thousand impressions your ads get. Business who choose CPM do so because it’s cheaper and they’re strictly relying on their optimized campaign to drive engagement. With CPC pricing, you’re charged every time someone clicks on your ads. Businesses who choose CPC pay for actions that are complete.

Why track it?

Both CPC or CPM can benefit your page depending on what works best for your business. Be sure to track these metrics to get the most out of your budget.

Genevieve Lopez