6 metrics you should measure in Facebook

Do you have Facebook business page? You do, but can’t get the hang of using statistics it gives?  Believe us, you are not alone.

Facebook has a lot of metrics indeed, but terms which are used to describe are not quite clear to the users.

To start analyzing the data, focus on each post statistics. This will be the relevant indicator of your content effectiveness.

Now let’s try to find out, which Facebook metrics are important for business pages and where we can check them out.

1. Fan reach

This metric shows how many of your subscribers have seen the page. It is an organic indicator as it takes into account only the number of times when subscribers saw the post on the page or in the news feed of people who “liked” it. 

How to view it

Go to the statistics and choose Export Data, then select Post level data.

In the Key metrics tab find the column “Lifetime Post reach by people who like your Page

Why it is important to know it

It’s, probably, one of the most essential metrics. It indicates the popularity of your content and quality of your audience.

People, who have subscribed to your page to win iPhone, for example, will be hiding your posts in their news feed and Edge Rank will soon stop showing your content at all.

Fan reach is one of the key indicators of your Facebook page health. The better the quality of your audience and content quality is, the more subscribers (or potential ones) you will have.  

2. Organic reach

Organic reach shows the number of users, who have seen your post on their news feed or on your page; it includes page subscribers as well as those who “liked” your page.

Similarly to fan reach, this metric doesn’t span the views by users, who have seen the post because their friends have interacted with it (likes, shares, comments).

The difference between fan reach and organic reach is that the later shows the number of views the post gets from the users, that are not subscribed to this page, but have seen the post in the news feed on their page, or in the widget of your site or blog.

How to view it

To view organic reach is much easier than fan reach. Just go to the page statistics.

In front of the each post you will see the total organic reach, and by clicking the figure you will get the organic reach of a particular post.

Why it is important to know it

On one side, organic reach may be replaced by fan reach, if the difference between them is little. On the other side, identical value of these two metrics points out at the fact that users who have not liked the page so far, do not see your content.

It can mean that your fan page interaction with other marketing channels is weak. If you have a blog or site, and organic reach and fan reach do not differ much, it hints that you do not attract new users to your page.

Try intensifying the promotion of your Facebook page through other channels, and you will see how organic reach will start to grow.

3. Engagement

Engagement shows how many people click your post.

It includes all the users who viewed the video, clicked the photo or link, gave “like”, shared the post, “liked” the comment, or even left negative one.

It doesn’t matter whether such users saw your post in the news feed, on their friend’s page, your page, or with the help of widget – everything is included.

This is the second most important metric (after fan reach). It shows how many people are interacting with your content.

Where to view it

Go to the statistics and look at the column Engaged Users:

As we mentioned earlier, engagement is the second metric by the level of importance, in case you are determined to measure the effectiveness of your Facebook page.

You should know whether the content is relevant, whether it is interesting for the audience.

Engagement is the only way to measure the interest of your subscribers.

When you check this metric, take into account not only the number of engaged users, which is shown in the statistics. To get a real insight on whether the post has been interesting for your users, compare this metric with the fan reach metric.

If you want to compare the post effectiveness with other publications, you will need to calculate the percentage  – use such formula then.

This percentage will help you be clearer on your work results. If to measure only engagement, you will not know whether it was caused by content quality or a large number of people who viewed the post.

Such calculations will also allow you to compare different posts by the level of their efficiency.

4. Users talking about this

Talking about this is one of those metrics which do not many people understand.

In fact, this indicator is a part of engagement metric. But talking about this includes only 3 types of actions: likes, shares, and comments.

An important thing here is that the metric tells us how many subscribers have caused viral effect – meaning they have taken some steps to show they are involved with our page.  

Where to view it

It is just that simple. This metric you can check in the Talking About This column.

Why it is important to know it

This is a viral metric. Probably, when you were creating the Facebook page, it was tempting to you that you could connect to your fans friends for free. Talking about this is the best metric showing how many users share the information about you with friends.

Remember, that when the user gives “like”, shares or comments on the post, Facebook may show this information to the user’s friends. Let us stress the word “may”, because Facebook covers such news restrictedly.

This is why you should not expect too much from this metric. Regardless the fact that Facebook is still one of the best places for the viral effect, information about “shares”, “likes” or comments is shown to the friends more rarely.

5. Click-through rate (CTR)

A standard metric we all have been using for long to measure the efficiency of email newsletters, banners, landing pages, and advertisement.

Facebook also has such metric; it shows the number of click-throughs, video views, photo enlargements.   

Where to view it

Go to statistics, click Engaged Users and see how many users have clicked on our content.

If it is a link the metric will show the number of clicks on the link, if it is the video – video views, for the image – number of image views.

Why it is important to know it

This is essential to have an idea of how many people will see you content (reach), even more important is to know how many people will get interested enough to interact with it (engagement).

The main point is to find out how much your content should be interesting to users so they could pay attention to it – click the link, watch video or photo.

CTR is the bottom line of your content quality. Always monitor this metric.

6. Negative feedback

Negative feedback is negative interaction with your content made by subscriber. It could be: certain post hiding, “unlike”, or even worse – reporting a spam.

In essence, this metric gives you insight on how many users do not like your content.

Where to view it

Go to the statistics and click the Engages users number, there you will see how many people left gave negative feedback on your post.

If you want to know what exactly the user did, you will have to export the data to Excel – similarly to what we did with fan reach. In the table you should choose Lifetime Negative feedback and see what actions have been made by those users who left negative feedback.

Why it is important to know it

From Sept, 2012 Facebook has been paying special attention to negative feedback. For a post which receives negative reaction will be much more difficult to get an Edge Rank and feature in the news feed.

Obviously, if you want your marketing in Facebook to be effective, you need to keep the number of negative feedbacks to the minimum.

Similarly to other engagement metrics, you shouldn’t focus only on figures when measuring negative feedback.

To have a better idea of this metric and compare different posts, take into account how many users this post has reached.

Calculate the percentage of negative feedback on each your post and the average rate of negative feedback on your page.

Make the use of these 6 metrics to make your marketing in Facebook more effective

Your Facebook page effectiveness measurement may seem to be a daunting task. You will have to calculate percentage, export data to Excel. But in order to understand where to get the relevant data and its meaning it is better to do it manually at first.

Later, you can save you time by using free third-party tools for analytics: Page Analyzer and Simply Measured or some paid ones: Quintly, Pagelever, PostAcumen and Wisemetrics.

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6 metrics you should measure in Facebook

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