Facebook marketing is no longer just about posting engaging content to attract your audience’s attention. In order to be successful in your marketing endeavors, you have to rely on data so you can make informed decisions rather than throwing darts in the dark.
If you are running a business page on Facebook, you have access to vast data. This data is available in the form of analytics that provide valuable insights about audience behavior patterns and the overall performance of your page. The real deal is using these analytics and insights to maximize the results of your efforts. In this article, we are going to learn more about analytics and how you can put them to good use.
What are Facebook Page Analytics?
Facebook Page Analytics is a collection of various metrics that measure your success rate on Facebook. The analytics provide you with data in a quantified form for each metric such as likes, comments, shares, followers, etc.
By analyzing your insights, you can adapt your strategies for the well-being of your brand and identify any gaps in your strategy. Moreover, you can get to know more about your audience, their demographics, usage patterns, and how they interact with your posts. In light of these insights, you can create content that is highly tailored to their needs, interests, and preferences to enhance the effectiveness of your strategies.
Significance of Facebook Page Analytics
If you are moving ahead without using your page analytics, it’s just as if you are walking in the dark unaware of what direction you are heading to. As someone who is running a business page on Facebook, it’s imperative you monitor and keep track of how your posts and page are performing in terms of user engagement and page growth. Are people engaging with your content the way they should? Is it helping you grow your Facebook followers?
Insights help you gain a deeper understanding of your audience. You can know which age groups and locations are visiting your page frequently and interacting with the content. These insights also inform you about the times your audience is most active on Facebook and what kind of content they appreciate the most by observing your reach, impressions, comments, likes, and shares. When you know your target audience well, only then you will be able to communicate your messaging to them efficiently.
Regularly analyzing the data on your business page analytics helps you optimize your strategies, enhance engagement on your page, understand your audience better, and enhance your return on investment (ROI).
Key Metrics to Analyze
Meta Business Suite provides you with data on plenty of metrics that can be analyzed for optimal performance. If you are a beginner, things can get a little too overwhelming for you. Especially when Facebook pages are undergoing a lot of updates and changes every other day, it can be challenging to navigate through all of it.
To make things easier for you, we have shortlisted a few basic key metrics that you can monitor and analyze over time to amplify your performance.
- Page Analytics
The overall performance of your business page can be measured through metrics such as the number of page likes, followers, and new followers gained within a particular period of time.
These metrics will help you analyze how your page is growing every week or month. Are new people getting to know about it frequently or do you need to put in more effort to increase your Facebook page likes?
- Post Analytics
Through post analytics, you can observe how your content is performing and whether your followers are engaging with it or not. The metrics to measure the performance of Facebook posts include the number of likes, comments, shares, reach, and impressions. The higher the number for each of these metrics, the better the performance.
You can also pinpoint what kind of posts are more appreciated by your audience through high engagement on them.
- Engagement Rate
Dividing the total engagement by the reach gives you the engagement rate on your posts. The overall engagement rate is an indication of how well the audience is interacting with the content you post. The audience demonstrates higher engagement on content that resonates with them.
A lower engagement rate means you need to tailor your content according to your audience by considering their pain points, interests, active times, and preferences.
- Follower Demographics
Insights about your page followers are a brilliant tool for marketers to leverage. This data provides insights into the demographics of followers. These include their age, gender, locations, top cities, and countries they belong to. Apart from demographics, these insights include how many of them actively engage with your content as compared to the ones who don’t.
This data can be used to create compelling content that is personalized according to their liking and preferences.
- Video Analytics
These analytics provide data about the number of viewers, plays, likes, shares, reach, video completion rate, average minutes watched, and audience retention. This way you can track which of your videos resonate well with your audience and the ones who get lesser engagement. All of this data can be used to create content that resonates more with your audience.
- Ad Analytics
Ad analytics provide you with information about how your ads are performing. Their performance can be measured through metrics such as reach, impressions, CTR (click-through rate), CPM (cost per thousand impressions), CPC (cost per click), and CPA (cost per acquisition).
These metrics not only help monitor the performance of ads you run, but they also help you measure your ROI by providing you with the cost for each time someone takes an action on encountering your ad.
- Facebook Referral Traffic
Referral traffic is the number of users who visit your client’s or business website through the Facebook page. This number is also an indication of how many people visit your page and go through the About section to land on the website.
- Conversion Rate
If your objectives include boosting sales and getting more conversions, this metric can give you quantified results. It provides you with data about how many people take action after they click through the ads they encounter from your brand. This helps you calculate your ROI and find out whether your efforts are bearing fruit or not.
Final Notes.
Facebook analytics are an integral part of a business’s success on the platform. If you don’t track your analytics regularly, it’s high time you start doing it today. Developing strategies in light of analytics enables you to make data-driven strategies rather than rummaging in the dark.
