You still haven’t started using Facebook analytics? You started, but you haven’t unlocked its full potential?
Take this for a fact: Facebook analytics will change the way you do business. Understanding Facebook insights is essential for every marketing strategy.
Today, I'm going to show you what are the main advantages of using Facebook analytics, what are the best Facebook analytics tools to track your performance, and what are the most important Facebook metrics.
Facebook analytics explained
1. Discover the advantages of Facebook analytics
With almost 2.9 billion monthly active users, Facebook remains a giant of social media platforms, according to Statista.
Even if its free Facebook Analytics tool is no longer available, as of July 1, 2021, the platform still offers many other ways to collect valuable information.
Monitoring Facebook analytics is crucial for every business, regardless of the type of advertising you invest in.
Through a Facebook analysis, you’ll get key information that will help you improve your ROI by learning when, how, and why people engage with your content.
Tracking users’ interaction with a brand on Facebook can provide many benefits.
Below are some of the key advantages you’ll get from Facebook analytics data:
- Discover how to reach more loyal customers
- Optimize conversions in new markets
- Filter audiences to create targeted marketing or reach more people
- Identify behaviors that drive retention
- Identify audience drop-off
- Capitalize your content
- Improve conversions with your audience
All of the above represent important insights that you’ll gain through Facebook analytics. Based on those, you can work on your social media marketing strategy for serious gains.
Now that we’ve walked through the benefits, let’s see what Facebook analytics tools options are there on the market.
2. Choose the best Facebook analytics tools
Facebook Business Suite
With Facebook Analytics gone, Facebook encouraged its business page admins to use Facebook Business Suite.
It is a multi-tool platform that allows marketers to manage their Facebook and Instagram pages at once and includes messaging, advertising, scheduling, and analytics.
But let’s focus on Facebook Business Suite’s analytics tool for now. To access it, you need to go to Insights, which is a dedicated space for metrics related to your audience and content.
The Insights tool is split into four key dashboards:
- Overview - a one-page summary of all your Facebook marketing metrics, such as page reach and page likes
- Results - it shows you your page’s reach over the course of each week
- Content - it shows you how your posts performed
- Audience - it gives you demographics of your current and potential audiences
This is a Facebook analytics dashboard that you can access directly through your Facebook business page.
To do so, you simply need to go to Insights from the panel on the left side of your page.
With Facebook Insights, you can track business page user behaviors and posts performance.
It also gives you basic Facebook metrics, like page views, page likes, reach for paid and organic posts, and insights about your competitors.
Keep in mind that Facebook Insights only allows you to see data from the past 7 days or 28 days.
Who gets to your website through Facebook content?
The Facebook Pixel will tell you that. You’ll place the Pixel on the landing page.
Then, you’ll see how your ads drive visitors there, and what those visitors do when they get to your website.
This is valuable information:
- You can measure visitor engagement
- You can compare the number of leads to the cost of the ads for that page, so you’ll see how much each lead costs
- You’ll see what buttons the visitors click
- The Pixel will show you the shopping cart activity
What will you do with all this information?
You’ll compare it.
You will see how one ad performs in comparison to another.
Then, you’ll make decisions driven by facts.
You’ll see what works for your audience and you’ll be able to convert them more.
Facebook Creator Studio
Facebook Creator Studio is similar to Facebook Insights, except it gives you more in-depth analytics for pages, videos, and stories.
With this native app, you can measure:
- Overall social media performance
- Audience retention (gained vs. lost followers)
- Videos’ performance
- Followers’ activity
- Stories’ performance
- Earnings from monetization tools
Socialinsider is a Facebook analytics tool that offers you a complete picture of your social media efforts.
With Socialinsider, you can measure the performance of your Facebook account and track all the meaningful metrics, like engagement rate, reach, impressions, followers’ growth, posts evolution, demographics, and much more.
Moreover, you can improve your Facebook strategies by comparing and benchmarking against top competitors, influencers, and top players from your industry.
This not only helps you save a lot of time but it simplifies your social media analytics work.
Using Socialinsider, you can:
- Get all the Facebook metrics in one single dashboard
- Perform straight to the posts analysis on Facebook
- Understand your Facebook's reach and engagement
- Create Facebook benchmarks and compare with top competitors
- Understand your videos' performance
- Download presentations - ready templates as Excel, CSV, Powerpoint or PDF
- Import Facebook data to Google Data Studio
3. Key Facebook Analytics Metrics to Track
There are tons of ways people interact with a brand online: they might be visiting your page, watching a Live video, or clicking on an add.
Having all the Facebook analytics tools mentioned above in mind, it’s important for marketers to understand the behavior behind each of these activities.
This section outlines five different categories and key Facebook metrics every marketer should be tracking.
3.1. Facebook Page Analytics
Developing a marketing strategy that is bound to bring amazing results for your brand from the first try might be challenging, but not impossible.
If you know exactly what Facebook page analytics to track, you will be able to come up with a plan that will help you ace your game.
A series of Facebook analytics metrics will help you learn what changes you need to make to your profile to build brand recognition.
One of your main goals, through all your social media platforms, should be to convince people your products and services are exactly what they are looking for.
By marketing your products or services with a top-notch strategy, your audience will have higher expectations when looking at your content, hoping you practice what you preach.
Here are the most important Facebook Page analytics you should keep an eye on.
Engagement is the go-to metric when it comes to developing a loyal community.
Your engagement accounts for the total number of interactions your posts receive, including likes, comments and shares.
However, to have a deeper understanding of how much of your followers actually engage with your content, you can take a look at another insightful Facebook analytics metric like the engagement rate.
To calculate the average engagement rate per post by followers you need the sum of interactions, comments and shares divided by the number of posts, then all divided by the number of followers and multiplied by 100.
NOTE: To have a peek at the average Facebook engagement rate for your niche and better understand your brand’s performance, you can check out Socialinsider’s free social media industry reports!
The key to doing Facebook marketing right is to constantly monitor what happens with your content, aka checking your Facebook analytics.
This way, you will know what you need to improve about your strategy to attract more people who are interested in your niche.
If you want to gain competitive advantage, you could look at your competitor’s engagement rate and best performing posts to obtain some strategical insights.
Another key Facebook metric to monitor is reach - a Facebook metric that helps you build brand recognition.
By analyzing this social media metric, you will learn more about how many people see your content in their news feed.
Reach accounts for the total number of views your Facebook posts gather from all the users (unique users) that scroll past your content in their timeline.
Your posts can appear in people’s news feed irrespective of the fact that they follow your page or not.
Whenever you want to increase the exposure you get - beyond the limit of your organic reach, you could always start experimenting with some ads.
They will push your content into more users’ timelines, increasing your brand awareness.
Also, when making adjustments to your current ads, you should do it based on the insights gained when looking at your Facebook ads analytics.
Regardless if you’re doing paid Facebook marketing or not, quality and informative content, alongside creative visuals, are surely the go-to type of posts that would determine the Facebook audience to fall in love with your brand.
Impressions account for the total number of times a user has seen your posts, counting multiple views of the same users.
This Facebook analytics metric is one to keep an eye on because it shows if your content strategy is efficient when increasing your brand awareness.
When your posts have been seen by a large number of people, it means they are of great interest.
Facebook offers you an Insight button where you can discover plenty of other useful Facebook KPIs, but you can always try out more in-depth Facebook analytics tools, like Socialinsider.
A Facebook metric to keep in check is also page views. This metric is a KPIs that also includes post-level totals.
Page views accounts for the number of total views on your brand’s Facebook Page.
There are many different ways in which users can land on your page.
Some may search for your brand using the Facebook search bar after they’ve heard about it when talking with their friends.
Others - on the other hand - may click on one of your ads and reach directly on your brand’s Facebook page.
Another way in which Facebook users can land on your page is by clicking your Facebook page link from tagged posts.
What you also need to know is that your page can also be found and viewed by non-Facebook users.
In this particular situations, users have to know about your brand first - and search for your Facebook page in a browser.
When they get to your brand’s profile, they will only be allowed to see a glimpse of your content because the platform will ask for their registration.
Make sure you reach the right audience segment for your brand - that is likely to transform into prospective clients, when analyzing the Facebook page views KPI.
Building a community on a social media network is not easy, but it’s challenging.
Challenges are the ones that make you step out of your comfort zone and help you become more creative.
Developing a brand and a name that relies on a series of values and ideas is tough in a world where you cannot claim the invention of the wheel.
Everything has been already said and shared by someone else as you were thinking it.
That is why you have to come up with a clever way of explaining your brand’s philosophy without making it sound like all the rest.
To attain growth and increase brand awareness, you need to have strong content in order for all social media platforms’ metrics to top.
To grow your brand means to grow your metrics on all social media pages so that everyone knows who you are and what you are good at. Fans’ growth also reflects the effectiveness of your content.
A higher engagement rate, more impressions, a loyal community and a reach that goes over the top surely reflect the growth of your brand in a determined period of time.
Increasing your Facebook community requires creativity, patience and a lot of work. Your Facebook page growth rate can be increased by using some simple tricks.
For instance, you can click the Reactions bar of one of your posts and then manually invite users to follow your page, in case they are not following you, but they have already interacted with your content.
This way, non-followers may become part of your community, contributing to your fan growth.
Marketers are used to counting their followers and native analytics offers them the total number of followers.
However, the Facebook metric fans’ growth is a vanity metric which can be easily calculated using a Facebook analytics tool such as Socialinsider.
This way, you will be able to keep an eye on the number of fans your Facebook page gathers.
This Facebook insight can be included in a Facebook analytics report to register your gradual growth.
As you convince more people that your brand is worthy, you will notice fans’ growth reach its highs.
Best posting time
Like any other social media platform, when it comes to posting time, you need to make sure your fans and followers are around, already scrolling through their feed when your post comes up.
Best posting time is an important Facebook analytics insight.
Since your content already needs to make the difference in order to stop users from scrolling and interact with your posts, you should at least give it a head start by posting at optimal hours.
While the overall best time to post on Facebook is somewhere around 10.00 a.m. and 06.00 p.m, testing and improving your posting hour according to the results you get is mandatory.
Generally, posting in the afternoon will bring more post views while also increasing the number of impressions, but it’s not a cast in stone rule.
To make sure your followers will like, comment and share your Facebook posts, you have to find out what’s the best posting time on Facebook for your brand.
It’s upmost important to know which type of post is popping off.
Measure the engagement and reach of your posts to see what best clicks for your audience and adapt your content based on data.
To see more post insights, you could also use a third-party analytics tool. Socialinsider is a great idea if you need to check more metrics and download the report.
3.2. Facebook Audience Insights
Analytics tools and Facebook insights give you data about people’s location, gender, age, interests, and education.
With that, you can target specific groups of people through more effective marketing campaigns.
Age and gender
This is a pretty straightforward metric to track.
You can see the age and gender distribution of your fan base in Facebook Insights or through an analytics tool.
Even though self-explanatory, the location metric is still important to mention.
You’ll see the top cities or countries for your audience, so you’ll know where your followers are coming from.
If you are a business with a local focus, make sure you monitor whether it’s locals who are interacting with your content or not.
3.3. Facebook Video Analytics
Video engagement is a Facebook analytics metric that accounts for the number of interactions your video content receives from your audience.
When the content is highly valuable and attractive, the chances for your followers to slowly turn into your brand ambassadors increase significantly
According to our social media industry reports, Facebook videos are the second most engaging type of content on this social media platform for most industries.
This is why you should invest more time and resources into developing and improving this content typet.
We all know that looking at a video with catchy filters, transitions and bite-size infos is clearly more pleasant than reading an article.
All in all, video content is likely to increase the overall engagement on your page.
Audience retention is a Facebook insight that can help you get more in-depth information about your video content’s performance.
This Facebook analytics metric shows how long people have watched your videos. The higher the time spent, the more they liked your content and resonated with it.
When your content tells a story and presses the empathy switch for your audience, that is when you’ve won their hearts and trust.
Video content is the post type that is clearly more appealing for social media audiences these days.
To make sure your followers fall in love with your videos, your content has to be well-structured and eye-candy.
Such an approach is likely to boost your video view rate and increase your Facebook video metrics overall.
TIP: If you want to increase your video views on Facebook, you should know that according to data, vertical videos perform better than landscape videos.
When the Facebook algorithm takes your video to people’s feed, it happens because they may be interested in the field or industry you are activating in, based on their previous searches.
This means that you need your content to be creative, using a friendly tone and only compressed information to suit the attention span of your audience.
The number of views your videos gather tells you whether your marketing strategies are effective and your content is qualitative enough to meet your audience’ expectations.
Video reach represents how many unique users have reached your video.
Average view duration
The average view duration insights can help you determine for how many seconds your audience has watched a video on a particular time period.
Catchy content, infos that appeal their curiosity and are not easy to forget will make users watch your videos till the end and even maybe scroll down for more.
The reason why you need to track this Facebook video KPI is to find out in-depth info about the effectiveness of your content.
Average view duration helps you learn more about their attention span and how to accustom your content to their needs.
Not convinced? Have a look at these Facebook statistics that gives you an overview of how your content and how it impacts your audience.
3.4. Facebook Ads Analytics
Either you have quite a history in managing social media ads for your clients or your own brand, or you just started learning about the process of creating ad campaigns, you probably know Facebook is the social media platform with the massive ads orientation.
In our latest social media study about the performance about Facebook vs Instagram ads, we've discovered brands increase their Facebook ads budgets year after year.
Also, by looking at the most important Facebook ads analytics, we've uncovered which ad placements perform best, correlating their prices with the results they can give.
Since most brands invest a lot of money into paid ads these days, maybe even including your competitors, if you're doing some paid advertising on Facebook yourself, you must certainly keep an eye on your Facebook ads analytics.
By constantly monitoring your Facebook ads analytics you may find yourself in the position of saving millions of dollars. Wouldn’t that be great?
Now, let's take a quick look at what metrics should you be paying attention to when it's time for your to check your Facebook ads analytics.
CTR or Click-Through Rate
The click-through rate metric is one of the most important Facebook analytics insights to look at when you analyze the performance of your work on Facebook.
Click-through rate (CTR) shows you how many Facebook users have clicked to get to your website after they’ve seen your ads.
This Facebook traffic analytics metric is calculated by dividing you total number of clicks by the total number of impressions.
Your Facebook ads should drive users to search for more information about your brand.
When you produce clickable content, you’ve got greater chances to attract prospective clients.
A lower CTR means you may have a high number of impressions for your posts, but your content was not clickable enough to convince the audience to go to your website.
CPC or Cost per Click
Cost per conversion (CPC) is a really important Facebook analytics metric to look at if you decide to invest in a Facebook ads campaign.
To calculate it, take all the costs of the social media campaign you want to track and divide it by the number of conversions you got.
By relying on audience targeting, you can choose exactly who can see your Facebook ads to make sure you reach the right audience, who has a greater potential to buy from you.
If you’re interested in doing Facebook advertising, you may want to know where the average Facebook CPC is located for various Facebook ads placement, to optimize your budget.
According to our Facebook ads study, for example, it seems that the Facebook feed placement is the one with the highest CPC - of $0.26 on average. However, it is also the one that delivers the best results.
CPM or Cost per Thousand Impressions
Click per thousand impressions or click per mille (CPM) is a key Facebook analytics metric that can help you build brand recognition.
CPM accounts for how much you pay for your Facebook ads campaign when a thousand people scroll past your sponsored posts.
When people see your ad in their news feed, make sure it has a great impact on them and convince them to interact with it.
Since Facebook ads campaigns come in a wide range of formats, you should try what seems to be appropriate for your brand.
The main reason why you should keep tabs on this Facebook analytics metric is to find out more about the cost-effectiveness of your ads campaign.
While Facebook feed records the highest Facebook ads placement’s CPM, of about $5.18 on average, it also pays off in terms of results, as data has emphasized.
3.5. Facebook Group Insights
Your top contributors are probably your most loyal customers, so it is really important to keep an eye on them and engage with them.
Establishing a close relationship with your top contributors can also lead to potential partnerships or influencer opportunities.
Facebook Groups’ health is usually measure by new members. Track how many people are joining monthly your Facebook Group to see where you stand.
Monitoring social media analytics is essential for seeing the bigger picture of your social media presence.
Facebook analytics helps you understand, compare, and report your performance on the long term.
You learn how people engage with your business and what you can do to convert them at a higher scale.
Basically, you learn how to build a better, more relevant audience for your marketing campaigns. With Facebook analytics, you can create a custom dashboard that features your favorite reports, so you can easily get to the information that matters.