Facebook analytics and metrics can be kind of crazy to figure out, but we make it simple and easy to understand the confusing system! Read on to discover exactly what Facebook analytics is, how it works, and how you can use it to your advantage!
Facebook Analytics gives you a platform to track page interaction. It gives you the insights needed to create beneficial content for your customers, and it allows you to measure different metrics of your Facebook page. According to the Facebook Analytics blog, “We want Facebook Analytics to bring more of the insight and skill of a data scientist to your analytics.” It does this in three ways: checking metrics, exploring data, and discovering insights.
Your metrics include impressions, reach, and engagements. In order to effectively use social media to grow your brand, you need to track your metrics. Discover what gets your page more likes, identify trends in your followers, and learn about how your customers interact with your page.
Facebook Analytics keeps track of all your data and helps you to connect the dots. “What does a dip (or boost) in app installs mean for your business? How do comments on your Facebook Page ultimately impact your business?” The answers are all found in the data.
You aren’t always going to know what you’re looking for when you view your data. Often times, going in without a clear picture of what you’re going to find is when you discover new trends and patterns, giving you new insights on how people are using your Facebook page.
Here at Schenley, we created this infographic cheat sheet that explains the fundamentals of Facebook Metrics: impressions, reach, engagement, and page likes and follows.
Impressions is a Facebook metric that relates to visibility. It tells you the number of times a post is viewed, including if one user views your page multiple times. Impressions helps you measure how “viral” your posts are. With the online world of social media being so saturated, if you want someone the take action through Facebook it’s necessary for them to view your content multiple times. With impressions, you’re able track your page views and narrow down where your views are coming from, which brings us to the next level in Facebook metrics- reach.
While impressions tells you how many views your page has, reach tells you how many people are viewing. There are two types of post reach- organic and paid. Facebook defines organic reach as the number of people who visit your page or saw one of your posts in their newsfeed without the use of paid ads or sponsored posts. This can also be solved by subtracting unpaid reach from the total reach. Paid reach, on the other hand, are page and posts views that you’ve paid money for through sponsored posts or advertisements. Facebook gives you the ability to control demographics such as location, as well as targeting people who currently “like” your page and people who don’t.
Engagement is the level of interaction on your page or posts. High engagement levels translate to a solid community of followers and increased brand awareness! Metrics for engagement include clicks, reactions, comments, and shares. As Simply Measured put it, “Post engagements let your followers voice how they feel about a post, whether they find it relevant to their interests or even share-worthy. In turn, it’s possible to create new content that feeds into these interests to increase engagement and reach.”
All of these metrics boil down to how many page likes and follow you recieve. Page likes and follows go hand-in-hand but are a bit different. Page likes are pretty self-explanatory- they measures how many people “like” your page. Page follows, on the other hand, measure how many people will actually see your posts in their feed. Although when someone likes a page they are automatically following it, it’s possible for someone to manually unfollow your page. If that happens, they it will still show that they “like” your page but they will not see any of your posts in their newsfeed. Page likes and follow don’t dictate whether your page is successful or not, but they do help you analyze trends in your Facebook audience.
All of the information you need is there in Facebook Analytics, but if you don’t know how to interpret it and work it to your advantage, it doesn’t do much for you. Hootsuite gives 7 tips and tricks to staying on top of your analytics and metrics.
Facebook Analytics and metrics can be overwhelming, but by knowing the different metric levels and what information they give you, you’re able to interpret and use it to your advantage.