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Top 10 Most Important Facebook KPIs to Track and Monitor in 2021

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Top 10 Most Important Facebook KPIs to Track and Monitor in 2021

What are these Facebook Key Performance Indicators (KPIs)?

Mainly, they are the indicators of Β success for your company on Facebook.

I've made a list with the most important Facebook KPIs you should track and monitor to measure the success of your business in 2021.

Let's dive in!

The quantity of knowledge you can get from Facebook on the performance of your posts, audience demographics, campaign tracking, and more is impressive.

Despite the fact that many businesses and brands are jumping on to other social media platforms, Facebook still rules when it comes to social media marketing.

There are currently 2.7 billion people out there who are using Facebook every single day according to Statistica.

Social media networks worldwide, ranked by number of active users (in millions)

From its powerful advertisement options to Facebook groups, this social media platform has many possibilities businesses should use.

An active Facebook presence helps you attract potential customers and grow your business, and there's no better way to keep an eye on it than tracking your Facebook KPIs.

2021 Facebook KPIs to track

  1. Impressions
  2. Reach
  3. Video engagement
  4. Engagement rate
  5. Followers growth
  6. Facebook reactions
  7. Facebook comments
  8. Facebook shares
  9. Click-Through Rate
  10. Followers Demographics

1. Impressions

If you want to keep tabs on how many times your published content has been seen, the Impressions metric is the one to follow.

Facebook defines impressions as: β€œa common metric used by the online marketing industry, and represents the number of times your ads/posts were on screen.”

You can find this metric quickly, following these steps:

  1. Go to your Facebook business page
  2. Spot the "Insights" button from your "Manage page" side bar
  3. Access the "Posts" button located on the left side bar of the screen
  4. Go to "Reach: Organic/Paid" and switch to "Impressions: Organic/Paid"

Track Facebook impressions

Facebook impressions are split into two main categories:

  • Organic - Facebook metric shows how many times your posts have been displayed in people's News Feed for free.

  • Paid - it counts the number of times people bumped into your content on their pages if you paid for its display.

How can you make the best out of your impressions? πŸ€”

Always compare them to previous ones to spot a trend. This is why you have to keep Β track of them for a longer period, like a month or a quarter.

2. Reach

A post's reach refers to the total number of people who have seen your ad or content.

Using this metric, you'll see how the content echoes to your audience, and you'll be able to improve your marketing strategy based on your findings.

You can access your reach data following these steps:

  1. Go to your Facebook business page
  2. Spot the "Insights" button from your "Manage page" side bar
  3. Access the "Reach" button located on the left side bar of the screen

Monitor your Facebook reach

Like Facebook impressions, reach is also split into two main categories: organic, and paid.

It's worth to mention that reach data is one of the top 5 metrics for both social media professionals and clients, according to a survey on social media marketing.

3. Video engagement

A picture is worth a thousand words, but videos are way more important in today's social media strategy.

If you're using Facebook videos to promote your business, tracking your video engagement is a must.

When using Facebook insights you have two options: to see your videos overall performance or to see individual video metrics.

  • Overall videos performance:
  1. Go to "Insights"
  2. Click on "Posts"
  3. Clicking on "Posts types"

You'll see a list with all of your posts (photos or videos) and their average engagement like in the picture below.

Facebook video engagement

Also you can see the highest-performing video posts on your page during a selected time range.

  1. Go to "Insights"
  2. Click on "Videos"
  3. Select the time range needed

Here you'll see:

  • the total number of minutes that your videos were played for, including time spent replaying the videos.
  • the number of times that your videos were played for at least three seconds.

Facebook video performance

  • Individual video metrics:
  1. Go to "Insights"
  2. Click on "Posts"
  3. Scroll down to "All posts published"
  4. Click on the post title of one of your videos

Facebook video stats

If you are using this type of content to promote your business, you should know that vertical videos outperform landscape videos in engagement, according to the Socialinsider Facebook study.

More vertical videos = increased number of engaged fans

πŸ“Œ With Socialinsider you can get video insights for any Facebook page you’d like to track. Discover what Facebook video metrics you'll get using our tool.

4. Engagement rate

Facebook engagement rate represents the percentage of people who saw your posts and interacted with them in some way or another: liked it, shared, clicked, or commented on it.

For a better engagement rate try to answer the following questions:

  • What are the trends right now concerning content? Do people like more photos or videos? πŸ“Έ/πŸ“Ή
  • Am I willing to try to engage with my fans in ways I haven't done before?
  • Do I have a reliable and comprehensive social media marketing plan?
  • Do I have the resources to put into practice all my plans? How am I going to do this?

Building a compelling Facebook account is one thing but creating consistent engagement is a whole other skill that you need to learn.

If you want to increase your Facebook engagement rate, here are some things you should do:

  • Publish original content - focus on quality instead of quantity.
  • Re-post your top posts - When you re-post a piece of content, it can generate as much reach and engagement as the original post, sometimes even more.
  • Encouraging conversations, ask for opinions- Positive or negative opinions should be an opportunity for you to interact with your audience.

Depending on your business and what your primary use of social media is (for example, if your audience often uses social media as a customer complaints channel) then a thoughtful response will usually be required.- Amy Cooper - Head of Social Media @Bauer Media:

Another data-proven tactic to boost your Facebook engagement is to go live. Live videos can double your engagement rate per post.

5. Followers growth

A growing page means you're getting more people liking and interacting with your content.

It's essential not only to measure how many new followers you get but also to know how many followers you have lost in a specific period.

From Facebook advertisements to influencer marketing, there are several ways to get new followers to your Facebook page.

Ways to increase Facebook followers in 2021:

  • Create more video content - try Facebook Live, and upload videos directly to your page.
  • Engage with your community - invite people to like your page, or to ask you questions.
  • Create viral content - host a Giveaway, partner with an influencer.

6. Facebook Reactions

Sometimes a picture is worth a thousand words, and due to the Facebook algorithm, if a photo or a video that you've posted has more likes compared to others - that post will be shown to more people.

With Facebook constantly evolving and introducing new features, your video marketing strategy has to evolve, too. Last...

Gepostet von Socialinsider am Mittwoch, 27. Mai 2020

If you want to increase the number of your Facebook reactions, here are some tips:

  • Catch your followers eyes! - social media is about visuals, so take your time and create unique content.
  • Post at the right time - timing is everything, so make sure your followers are online when you post your content. (use an analytics tool for this part).
  • Tell a story - people love stories, so don't hesitate and share the story of your brand with your audience. You can even create a "behind the scenes day" where you can post pictures and videos with you and your team.

7. Facebook Comments

Reactions are nice but Comments are better - one of the best ways by which you can make your followers comment on your posts is to ask them a question.

What can social managers do to stand out in this fast-moving digital world? πŸ€” "Be relevant. Create content that is...

Gepostet von Socialinsider am Donnerstag, 23. April 2020

If you want to increase the number of your Facebook comments, here are some tips:

  • Create question posts - invite your followers to share their newest articles, favorite social media features, social media strategy, or any piece of work they want to share with the community. Also, ask them to share their thoughts and opinions about your product.

  • Create Facebook Polls - ask your audience to help you choose something (such as a new banner) and allow them to pick from several variants.

8. Facebook Shares

A brand couldn't wish for more than a post share. This way, it's content gets the chance to reach more people and to be seen by a broader audience.

[Survey] Social Media Bottlenecks & How The Experts Overcome Them 🀩 Working in social media is not always smooth...

Gepostet von Socialinsider am Montag, 16. MΓ€rz 2020

If you want to increase the number of your Facebook shares, here are some tips:

  • Create more infographics - If you have an article with stats/tips/tricks for social media and not only, try creating an infographic that highlights some useful info within that article.
  • Create video tutorials - Keep in mind that people spend more time watching videos than reading articles. If you want to teach something create a short video like this one.

9. Click-Through Rate

Click-Through Rate, also known as CTR, is an important metric to track, so you know how many of the people who saw your content clicked through to your website.

To find out the CTR of a post: divide the number of link clicks by the reach, and multiply by 100.

10. Followers Demographics

Understanding where your audience comes from allows you to shape your tone of voice, message, and to customize the content to your followers specific requirements.

You can do this by looking at the follower demographics such as gender, location (country or even city).

Worldwide, 10% of total active Facebook users are young women between 18 and 24 years old, and 16% of them are male users from the same age category, according to Statista.

Having this in mind, you can create your Facebook strategy to attract young people and to create content they can relate to.

However, it's important to put your own demographic first.

If your demographic consists of people over 25, or even over 30, keep the bulk of your content curated for that specific age group, while also including some posts meant to attract the younger segment.

Find more in-depth Facebook metrics!

Final thoughts

Knowing your target audience is the first step to develop your social media marketing strategy. But this is not enough. Creating valuable content also needs consistent monitoring.

As a summary to this talk, these are the most important Facebook KPIs you should measure in 2021:

  1. Impressions
  2. Reach
  3. Video engagement
  4. Engagement
  5. Followers growth
  6. Facebook likes
  7. Facebook comments
  8. Facebook shares
  9. Click-Through Rate
  10. Followers Demographics

All these metrics can be tracked manually, but if you want to save time and energy, you can use an analytics tool, like Socialinsider.

It's up to you to decide which ones are important for your brand.

PS: Let me know in the comments below what Facebook KPIs are you tracking to measure the success of your posts. Share your thoughts, ideas or tips with me.

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Maria Ganta

Maria Ganta

Online Marketing Expert @ Socialinsider

I'm a longtime fan of everything social; I love digging into data and showing brands how to use data to boost social media engagement. I can talk for hours about social media.

Top 10 Most Important Facebook KPIs to Track and Monitor in 2021