Do you measure your Facebook marketing metrics?
Are you confused and overwhelmed while looking at the Facebook Insights Dashboard?
Well, you’re not the only one. Although Facebook Metrics (also known as Insights) can seem too complex to get any real information from, there is a wealth of knowledge that’s waiting for you.
Here are the most important Facebook metrics to measure, along with a simple formula you can use to understand how these metrics work together to build a successful Facebook marketing strategy.
Organic Reach
Organic Reach is defined as the total number of people who have seen any given post. There is a difference between organic reach and viral reach. Viral reach is counted when a fan of your page shares your post and their friend clicks on it. Organic Reach also counts people who are not fans but who have directly visited your fan page and seen your content. To view Organic Reach, simply go to your “Overview” tab on Facebook insights and scroll down to your 5 most recent posts, the tab that says “Reach” is the organic reach.
Whenever you start a new content or posting strategy on Facebook, you should pay close attention to Organic reach. You want to see Organic Reach increase as time goes on. If it is decreasing or staying the same, you should pivot your strategy. Which posts have better reach? If one type of post is not working, try something new. Consider promoting your page on Facebook to see the organic reach increase. Then you can measure how many new fans you’ve received from the promotion.
Engagement
On Facebook, engagement equals the number of people who clicked anywhere on your post. Engagement is the main interaction metric you should be measuring. The act of clicking could be liking, sharing, clicking your page name or even reporting your post. The engagement metric is at the same place where your Reach metric is. It will be named “Engagement”.
Remember, Reach is the number of people who have seen your post, it may show up on their news feed or they may have visited your page. Engagement in the number of times somebody physically clicked their mouse and interacted. Remember that engagement can also mean the act of watching a video or expanding a picture. If your posts have a high reach and little engagement, you are not giving enough value to your fans to interact.
The Relationship Between Reach and Engagement
Reach and Engagement are two of the most important numbers when measuring the success of your Facebook marketing. But these raw numbers by itself do not give you the type of information you need to see the entire success of your Facebook strategy. That is why the third most important metric you should measure is a percentage of engaged users divided by reached users multiplied by 100
The combination of reached users and engaged users will give you a benchmark to which you can measure your post success. For example, if you have high engagement on one post, is it because the content was that good? Or simply because it was shown to more people. This formula solves that problem. It gives you a number that you can measure and compare for reach post.
The Organic Reach and Engagement metrics are bar-none the most important metrics you should measure for your Facebook page. Using the formula given will give you an ever deeper look into the success of your posts. Once you are familiar with using these two metrics, you can move ahead in your Facebook marketing wizardry and measure other metrics like “Click-Through Rate” and “People Talking About This”.
How About You?
Do you use your Facebook metrics? What do you think are the most important metrics you use? Please comment below with any tips, tricks and learning experiences you’ve had with Facebook marketing.