How to Interpret Facebook Analytics: Your Guide

A critical part of social media marketing is measuring the success of your posts. It is important to regularly check your Facebook analytics for trends and see what works. Otherwise you can catch red flags too late or lack massive chances to improve your social audience’s experience.

facebook analytics

Every data point is an opportunity to better your social strategy.

It is difficult to understand which measurement is most important if you look at different metrics. You need to define your social media goals to determine what analysis is most important to your business. If you’re trying to raise Brand Awareness, impression is the most important. If you want to build a community, Engagement is the measurement to look at. If your goal is to drive users to your website, then you should pay attention to Traffic and Conversions.

Terminologies in Understanding the Metrics

Regardless of your social media strategy, there is an enormous amount of data available. A breakdown of social media analytics conditions is provided here;

Engagement: Total number of times someone has interacted or engaged with a post. Engagement is one of the most important metrics across social media platforms because it shows if people are interacting with your posts.

Engagement Rate: The number of engagements divided by the number of impressions.

Followers: The number of people who see your posts on their timelines.

Impressions: The number of times your content is displayed, no matter if it was clicked or not.

Page Likes: The number of people who like your page. People who have liked your Facebook page see your posts on their timelines.

Page Previews: The number of times people hovered over your page’s name or profile picture to preview your content on Facebook.

Page Views: The number of times your profile page has been viewed.

Post Clicks:   This is the total number of clicks on a post, not including comments, likes and shares. So this includes every other type of click you can imagine (photo view, video play, reporting spam, expanding to read a post, expanding to read comments, clicking profiles within comments, etc.).

Post Reach: The number of people who saw a specific post in their news feed.

Facebook Insights

This feature is free to all business pages. It helps you to understand your audience and how they interact with your posts. The overview tab offers a page summary of the last day, seven days or 28 days. It offers metrics for both organic and paid content.

MUST READ: Social Media Strategy: How to Get Started

Insights shows a snapshot of your profile analytics, including page views, page likes, reach, post engagements and information on your recent posts.

indepth facebook analytics guide

Engagement is one of the most important metrics on Facebook because of its news-feed algorithm.

You can find engagement both on your overview tab and posts tab. The posts tab shows analytics on each of your posts, including the date it was published, its Reach and Engagement.  

interpreting the analytics

Interpretation of these analytics is the key to unlocking your growth and profitability strategy based on your set goals and objectives.

Ignore the signals and colors shown on your analytics of your page or posts and you might never know the way to grow engagement levels leading to conversions as an e-commerce business. Do the wrong things and your monetization efforts will only be paying for ads which could not even get a single page visit to your website.

How to understand your analytics and turn your journey into that of success fueled by growth and profits, talk to the AFROSAGES.


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