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Facebook Audit: What Pillars to Cover When Analyzing Your Facebook Page Performance

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Facebook Audit: What Pillars to Cover When Analyzing Your Facebook Page Performance

With the ending of the first business quarter of 2022, more and more social media trends emerge.

This means that every brand investing in social media marketing must be quick and adapt to the changes to gain social media success.

For being the largest social media platform, many businesses have the most consolidated presence on Facebook, perhaps thanks to the satisfying click-through rates the platform delivers.

And let’s not forget the engaging Facebook groups and communities built on the platform.

Therefore, a Facebook marketing strategy optimization is essential as the first step for a marketing boost, which can be done through a quick and easy to conduct a Facebook audit.

For steps, tips, and best practices about doing a Facebook audit, continue reading below.

How to do a Facebook audit?


  1. How to start a Facebook audit?

  2. Pillars to cover when doing a Facebook audit

1. How to start a Facebook audit?

We are all aware of how important first impressions are, especially from a business perspective.

Thus, having your page all “dressed up” and with all the important elements - like your profile picture and cover, your “About” section, or your website - to be completed is a top priority.

Here is an example of how Zoom has completed the about section on Facebook.

Moreover, it is highly recommended to have those sections filled up and updated to reflect your current or improved features, campaigns, or whatever the case.

TIP: Make sure your visual identity is recognizable!


Your brand’s logo, colors, and design style define and differentiate your business.

These elements should be present in your more general visual representatives like your profile picture or Facebook banner and your regular Facebook posts.

The easier it will be for the Facebook users to connect your Facebook page and your brand without even looking at the page name, the easier it will be for you to attract potential customers.

This creatives are the brand representatives for Zoom's Facebook page.

2. Pillars to cover when doing a Facebook audit

What is most important when doing a Facebook page audit report is to evaluate your performance by looking at data from multiple angles.

As it’s important to evaluate your KPIs depending on your business goals, it’s also equally necessary to benchmark your metrics against your competitors to understand how you could gain a competitive advantage.

Depending on how deep you want to go with your Facebook page audit, there will be several pillars you’ll have to check.

Content audit

Before getting into more nitty-gritty aspects and analyzing the strategy based on which your Facebook content is created, it’s important to go over the more technical aspects first.

A Facebook audit report should give you answers to different questions like:

  • is your content (both images and videos) of high quality?
  • do your posts have the required dimensions?
  • have you inserted captions in your videos?

Also, here’s one more thing. You should carefully examine your best-performing posts and see if the most of them are photos or videos. Do they have a CTA inserted? And if they do, how is their performance compared to those that don’t?

Since Facebook is the best social media platform for conversions, you should also monitor your post’s click-through rate.

Engagement audit

Even if there are some new and interesting social media metrics created nowadays, engagement remains the number one businesses are looking at.

For being the most relevant social media KPI, an engagement audit is the most important pillar of your Facebook audit because it will tell you how your audience is responding to your current Facebook content strategy.

Is your community interacting with your Facebook posts - are your Facebook fans liking, sharing, and commenting on your posts?

A Facebook audit is conducted to discover whether your current content strategy is driving the results you’re expecting and finding improvement opportunities.

Despite the Facebook algorithm rewarding content diversity with higher engagement, data has confirmed that video content is the most engaging type on all social media platforms.

When you audit your Facebook page, you must analyze your type of content’s proportions. If you haven’t experimented with video content that much, now it’s the time to do so!

And by the way, did you know the most engaging video format is the vertical one?

So, when you’re doing a Facebook audit, you should also ask yourself how much vertical video content you have integrated into your Facebook content planning.

If you feel like you could use the help of a Facebook page audit tool, you can check out this list of more than 50 analytics tools or try out a Socialinsider’s 14-days free trial!

Community management audit

Thanks to a great social media strategy, some brands succeeded in getting through-the-roof engagement stats, which is fantastic!

But with a lot of comments, there also comes a lot of work that needs to be done. An engaged community - which is every brand’s dream - is maintained through conversation.

This means you have to make sure all your comments and messages are not kept without an answer and in delicate situations - to ensure they are handled on time.

If you’re looking for a Facebook audit tool to help you with this part, you may find some good options among these listening tools.

Final thoughts

Doing a Facebook audit may sound like a complicated and not so necessary action, especially when your days as a social media manager are already so packed with creating content and generating new ideas for your brand’s social presence.

No one said conducting a Facebook audit is necessary every month, but at least once per quarter is highly indicated since it allows you to optimize your content on the go and not risk losing precious resources.

Now that you have the basic steps of a Facebook audit broken down, you can start running your own and see what the segments that need more improvement on your Facebook page are.

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Elena Cucu

Elena Cucu

Content Writer @ Socialinsider

Mixing the words with the data is how a digital marketer should play the game of brands. And that’s me, a driven-born digital storyteller!

Facebook Audit: What Pillars to Cover When Analyzing Your Facebook Page Performance

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