Most Important Facebook Metrics Explained

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Whether we like it or not Facebook is the biggest social network in the world. Excluding emails, but that’s the topic for completely different article. The reported number of users is already greater than 2 billions. And it’s still growing.

There are of course some duplicated accounts. Many marketers, including me, do have more than one account for safety reasons. Anyway, 2 billions is a lot of users.

And that also means a lot of data. As a matter of fact it’s packed with data.

Facebook is very good at tracking their users behavior. They have very sophisticated algorithm that includes artificial intelligence (AI) and learning machines.

As a result the amount of information you can get from Facebook is simply amazing. It can be a great help to understand you audience, but also to measure the performance of your campaigns.

So how do you keep up with all of this information you are flooded with by Facebook?

By tracking only the most important ones.

6 Facebook Metrics You Should Track

One of the of them is your post engagement. This is any type of action taken on your post. It can be like or reaction, comment, share or clicking the link you shared.

Even clicking “read more” would count as an engagement if your post long enough. This is a clear sign for Facebook people do like your content. As a result you will get more exposure.

Unless they react by sad or angry faces…

What Facebook cares the most is positive experience. So try to avoid posts that could make people sad or angry. “Any publicity is good publicity” doesn’t work on Facebook.

They will simply limit your reach, because you do not serve positive user experience. I know, but what can we do about it? We can try to adapt and maximize our efforts.

Another metric you should pay attention to is reach.

In simple words it’s the number of people that have seen your content on Facebook. Nowadays it’s more through paid than organic efforts, but it’s still important.

You still should measure it to know how many people you are able to reach with your content. What type of posts are doing better than others? What your audience wants?

And from reach we can move to impressions.

Probably one of the most misunderstood metric of them all. Let’s be honest, it can sound confusing. Luckily it’s nothing else but the number of times your post has been seen.

What’s the difference between reach and impressions? Reach represents people, impression represents views. That means a post could have been seen multiple times by one user.

The last 3 we would like to present are slightly different.

Likes and follow are also very important to track, but at the same time they are pretty self explanatory.

But if you are adding videos there is one more metric to look at. Video retention. It tells you what percentage of your videos people actually watch.

If majority watch only 10 or 20 seconds there is no point to publish 5 minutes videos.

And you should be publishing videos. Why? Cause Facebook algorithm is pushing them harder than other types of content.

Let’s not Forget About Facebook Ads Metrics

As I have already mentioned most of the engagement and traffic on Facebook is driven by paid efforts. Not exactly how small business owners would imagine the idea of “social network”, but that’s the fact.

Unfortunately we cannot do much about it.

And on the other hand we have to understand Facebook as a company as well. They are trying to monetize what they have at their disposal. Users.

We, as marketers, have to accept the rules they have established. At the end of the day, they own the platform.

Anyway, without further ado, Facebook Ads and 5 most important metrics for small business owner:

  • Click-Through Rate (CTR) – represents the percentage of people who saw your ad that have clicked through to your landing page. It’s also an indication of curiosity.
  • Cost Per Unique Link Click (CPULC) – the amount of $ that you have paid for one person that have visited your landing page at least once.
  • Cost Per Thousands Impressions (CPM) – the amount of $ that you have paid for one thousands impressions.
  • Cost Per Action (CPA) – this one is the most important one. At the end you run your ad to make money or generate prospects. Whether it’s purchase (CPP), app installation (CPI) or getting leads (CPL), this metric will tell you how much you have paid for desired action.
  • Relevance Score – currently split between three separate measurements, but the idea is exactly the same. It tells you how well, according to Facebook algorithm, matched and how relevant your post is for the audience you are targeting with your ads.

There are over 100 metrics you can measure within Facebook Ads. And it’s totally up to you which one you choose to monitor yourself. But in my opinion the above five are absolutely crucial to track.

More to explore

Most Important LinkedIn Metrics Explained

Most Important LinkedIn Metrics Explained

If your digital or social media marketing strategy doesn’t include LinkedIn you are clearly missing out. Especially if you and your business operate in B2B sphere.