While the Facebook Analytics are an extremely helpful and useful tool, the amount of information that it provides can be quite overwhelming. This information overload makes it difficult for marketers to know where to start analyzing and what metrics are more important to track and which ones can be ignored. Therefore, here are five most basic yet important metrics that you should not ignore.
Also Read: Understanding Facebook Page Insights
Analyze Your Audience
The first step is to identify your audience to know who you are speaking to. Knowing your followers’ location, age and other demographics can help you cater your content to match their needs. For instance, a large number of your page fans might be from New York aged 18 to 24 years, but the demographic of users who actually engage with your content might be 18 to 24-year-olds from San Francisco. You do not need to do a deep analysis of your audience every day, as the metrics don’t change too frequently. Keeping track of your audiences once a week is sufficient enough to help you:
- Share more engagement content that can cater a greater number of followers
- Try to attract more types of users who will engage with your content; you can also Buy Real Facebook Likes to get more followers.
Monitor Your Publishing Behavior
Since the organic engagement is declining on Facebook, the frequency and timings of publishing posts have become quite significant. You should share your content when the audience is most likely to see to boost your chances of receiving engagement. Hence, to figure out the best timing to post, you need to track your publishing behavior on Facebook dashboard. Find out on what days you post most often and on average how many times do you post in a day. Then, compare these behaviors against your engagement. Determine a correlation between the number of impressions and day and time you publish a post. This can help you make better decisions about how often and when to share on Facebook.
Engagement & Impressions
Although organic engagement has decreased for pages, it does not mean you should stop tracking it. In fact, engagement and impressions are metrics that should get a lot of your focus and attention. Using your Facebook dashboard, track:
- Increases or decreases in impressions and engagement
- Posts with the most impressions and engagement
- Total impressions and engagement
Track your engagement every day and look for trends. When do you receive the most engagement? Has the engagement decreased or increased over the week? Compare your engagement numbers with how frequently you post per day. In addition to this, also observe how users are engaging with your content? Are they simply reacting or sharing and commenting as well? This gives you an idea about how invested people are in your content. Leaving a reaction is simple, while commenting means the user was interested in your content and compelled to speak about it. Sharing your content can give you additional exposure, expand your audience and drive up your engagement.
Facebook gets more than 8 billion average video views each day, which means it is well worth your time to put in some effort and resources toward Facebook video. Similar to other type of content, it is important to track and monitor your video performance on Facebook or you may end up wasting a lot of money on poor performing videos. Pay attention to how many views you are receiving and determine the ratio of full video views to partial video views. If a majority of users are only watching some of your video content, then you should come up with ways to make videos more interesting.
Check Your Competition
It is a good idea to be aware of what other brands in your industry are doing with their Facebook marketing. This is important to get inspiration and insights for your own efforts. Using a competitor data analysis, you can track their audience growth, publishing behavior, engagement and what they are sharing. For instance, you may be receiving more messages, but less engagement than your competitors, which could be an indication that the content you are sharing is not resonating with your audience and you can work on your content strategy.