Facebook Marketing: What Facebook Metrics Matter and How to Track Them

Written by Scott NesbittMay 16, 2011

If you’re using Facebook to market your business or service, you’ve probably invested a lot of time and effort, and maybe even a little money, into that. And, like any investment, you want to see a return.

Really, the only way to do measure the success of your Facebook marketing efforts is by analyzing metrics. That’s where the fun begins. There are so many metrics that you can look at, but only a few will tell you if your efforts are effective.

Let’s look at which Facebook metrics matter and how to track them.

The Metrics

The first metric that the most Facebook users look at is the number of fans they have. At first glance, a large number of fans means more reach. That can be true, but that metric can also be misleading. Any number of those fans may simply be passive followers. A more useful metrics is ...

Engagement. Why is engagement more useful? It’s not just a number. It’s the number of people who are actually interacting with you and your brand on Facebook. It sounds simple, but it’s not. Engagement on Facebook encompasses the number of Likes that you have, the number of comments that you receive, how many people subscribe to your newsfeed, and more. Many people and brands who use Facebook for marketing also monitor the number of unlikes they receive and the number of people who unsubscribe from their feeds.

Page views are a basic, but still vital, metric to monitor. Basically, this metric tells you how many people have visited a Facebook page. Your goal is, obviously, to have that number increase. By monitoring the number of page views you can determine whether or not the content on those pages is attracting visitors and, if not, then you can make any changes to do that.

One of the more useful features of Facebook pages is the ability to create custom tabs. You can choose on which tab your fans and non fans land when they access your Facebook page. Each tab can contain content tailored to each group. By tracking tab views, you can find out how many visitors see the custom content. By analyzing the tab views, you can further focus your custom content to each set of visitors.

You should also track your content and how that content is consumed. At the highest level, look at how much content you have on your Facebook pages. Then look at the the number of impressions each piece of content receives -- either on your Facebook page or in your newsfeed. That can help you better target and feature your content.

How to Track the Metrics

The easiest and most effective way to track metrics is to use the Facebook Insights dashboard. If you’re not familiar with Facebook Insights, you should learn more about it. Facebook Insights provides anyone with a Facebook Page with:

“... metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business with Facebook.”

Using Facebook Insights, you can graphically track the total number of Likes, visitor engagement with your content, the number of tab and page views, the number of impressions on specific content, external referrers, and more. And if you use Hootsuite, you can pull data into your dashboard from Facebook Insights.

If you don’t want to use Facebook Insights, you can add Google Analytics to a Facebook page. Or you can use a third-party service like KISSmetrics.

Final Thoughts

Tracking the right metrics can give you deep insights into the effectiveness of your marketing efforts on Facebook. But you shouldn’t fall into the trap of focusing all of your attention on just one metric. You’ll get a more comprehensive and useful view if you look at several metrics. By doing that, you can better focus your marketing and get a better return on your investment in setting up a presence on Facebook.

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