What are Facebook metrics? Why should you track metrics?
Well, if you want an answer to these questions then you need to ask yourself the following questions:
How’s your Facebook ad campaign doing? How’s your Facebook page doing? What’s your ROI on different Facebook ads? And many more.
You need an answer?
Well, you gotta track the right metrics to get an exact answer for each of these questions. To be able to effectively defend your social media strategy, you need to arm yourself with the most important Facebook metrics.
Here are 11 of the most important Facebook metrics for Paid, Organic, and video marketing on the platform.
Important Metrics for Facebook Ads
If you are running paid ads on Facebook, then you know how overwhelming it feels to look at a long list of different metrics that you can measure. Here is a quick video on when to kill and when to scale Facebook Ad set.
Since there are over 100 different metrics available on the list, I can bet that you won’t be measuring a vast majority of the list. However, you should keep in mind that there are some highly important metrics that you don’t want to ignore at any cost.
So, what metrics should you keep an eye on when running Facebook Ads?
Here are some of the most common ad metrics that you should always measure.
1. CTR (Click through rate)
This is a simple metric to track. Just take a look at the number of clicks your ad gets to gauge how well your Facebook campaign is working.
This metric shows you how many time people clicked on the link in your Facebook ad. If you have a high click-through-rate, then that means the audience is loving your content.
It also means that you are sending people from Facebook to your landing page which can be anything from a product page to your online store’s homepage.
Check out the common characteristics of all the ads that receive high CTR to see what kind of posts you can make in the future to gain similar CTR.
However, don’t get caught up on CTR alone.
There are several other Facebook ad metrics that you need to keep in mind when running Facebook Ads.
2. CPC (Cost per click)
Now, you know what click-through rate is ad how it works, so it’s time to check your cost per click.
When you choose a budget for your ad campaign, you have to pay for each click that you get on that ad. Cost per click is the price you have to pay per click on your ad campaign.
The overall return on the investment of your campaign is determined by how much are you paying for each click and also the quality of each click that you get.
Check your campaign analytics to see which ones have the lowest CPC and see how you can implement similar strategies for future ad campaigns for an overall lower CPC.
3. CPM (Cost per mille/1,000 impressions)
Apart from CPC, there is another way Facebook charges you for your Ads which is CPM (Cost per mille a.k.a Cost per thousand impressions).
If you want to monitor your ad’s total spend then you should focus on either CPC or CPM. It’s a much better indicator of how well you are spending your campaign budget.
With CPM pricing strategy, Facebook will charge you for every thousand impressions your Ad gets. It means that you will be charged whenever thousand people see your ad which also means that they don’t have to take any action (click, like, etc.) and you will be charged regardless of that.
You are better of sticking with CPC bidding strategy to ensure that you get a decent number of clicks on your ads.
4. CPA (Cost per Action)
CPA is called Cost per action and also known as Conversions on Facebook. It’s a great way to get exactly what you want through your ad campaigns.
Facebook will only deliver your ad to people who are more likely to take a specific action on your ad. These actions can be anything from app installs, downloads, email leads, etc.
So, instead of paying for raw clicks or just impressions, you only have to pay when people take your desired action.
However, make sure that if the action you want people to take is on another website (like your store, etc.) then Add Facebook Pixel to that specific page so Facebook can optimize your conversion ads in accordance to that data.
5. Ad Frequency
Ad frequency is the average number of times that people see a specific ad on Facebook.
If people see the same add multiple times a day, then your CTR will go down as people don’t like to see the same ad again and again.
What you can do is create different variations of the same ad with different designs and show these variations instead. This way people will always get a fresh new ad which increases the chances of them interacting with the ad and actually converting.
Important Metrics for Facebook Organic Posts
Facebook Ads are not the only way to reach your potential audience. You can also use free posts and content to reach some of the audience as well. However, there are different metrics to measure the effectiveness of Organic Facebooks posts.
Here are some the metrics that you should keep in mind when measuring organics posts on Facebook.
Reach is the total number of people that see your content on Facebook. Reach is applicable to both paid and organic content on Facebook.
Facebook did alter their algorithm a few years ago which dropped the organic reach by a large number.
It means even if you have a large audience on your page, it doesn’t mean all of them will see your posts. However, that doesn’t mean you shouldn’t consider this metric for organic posts as it still holds some value.
When checking your organic posts for effectiveness, you should always keep an eye on the reach as well as a few other metrics.
Reach helps you you learn what kind of content your audience likes, and why certain posts and videos outperform others.
Go to your Page’s insights tab and click the “Reach” button to see the reach for all your posts.
2. Engagement (Likes, Shares, Follows, and Comments)
Engagement is the number of times users acted on your posts. That means anything from liking the post, sharing it, leaving a reaction, or writing a comment.
You should always measure engagement as it’s one of the most critical metrics for organic posts. This will show you what type of posts are getting the most engagement from your users so you can post similar content in the future. It also shows you what kind of content your audience enjoys so you can keep providing them similar content to keep them engaged and entertained through your posts.
Reach is the total number of people who saw your post while Impressions are the number of times your posts were seen (even if the same user saw the post multiple times).
Why would you want to know if a single person saw your post multiple times?
Well, it shows you if a person actually likes your post or not. If a person sees your post multiple times then they are more likely to take the specific action you want.
The Rule of Seven in marketing states that “A person has to see your content 7 times before they take an action”, so the more impressions your post gets the more likely it is to get engagement or conversions.
Important Metrics for Facebook Videos
If you are running video ads or sharing video posts on Facebook then you should keep an eye out on some extra metrics that are relevant to video content only.
Here are some of the important metrics for Facebook videos that you shouldn’t miss.
Check how many users you are retaining on your videos and for how long.
If you are publishing a video that’s 5-minute long, but a vast majority of viewers only watch your video for 30 seconds, then you can easily optimize your videos.
Check the percentage of videos people watch in the Page Insights tab and then create videos with a time duration that’s perfect for your audience.
Once you understand where your viewers are dropping off, you will be able to create specific videos for them so they can watch the entire video without dropping off at all.
Yes, you also need to measure engagement on your videos as well.
Engagement is always a great metric to measure for all types of Facebook content, be it paid or organic. Even when you are running videos, you should check what kind of engagement, and how much engagement you are getting on your videos.
Videos that get a lot of likes, shares and comments go viral.
So, you need to understand and learn which videos got the most engagement so you can curate your future videos ina similar way to increase the chances of going viral.
It’s also a part of engagement, but gives you more detailed look into the emotional states of your viewers.
People who love your videos will often react with a love react or haha-react while others who are not very impressed will choose angry-reacts.
These are not a solid indicator of people’s emotion towards your content; however, if your video is only getting angry-reacts then you can pretty much deduce that it’s very well received by your audience.
So, always keep any eye out for reactions to see if people are loving your videos or not.
Track Your Facebook Metrics
There are countless Facebook metrics out there that you can actually track. It’s entirely up to you and your brand to decide which parameters you want to track, so use this post as a guideline for choosing the essential metrics for your Facebook posts, be it organics or paid.
Do you have any critical Facebook metrics that you always track for your brand? Let us know!