Facebook has over 1.4 billion active daily users, meaning the potential to reach people is huge. However, the social media giant has made a number of changes to its algorithm so that it prioritises content from friends and family. This makes it more difficult than ever before for businesses to get their content in front of the right audience.
Facebook has a free analytics tool called Facebook Insights that measures the performance of your page and helps you work better with Facebook’s algorithms. This helps you better understand who your audience is and what kind of content they like. Instead of just posting and hoping for the best, you can strategically post, measure results and improve your reach.
How to Get Started Using the Insights Tool
When you click into the Facebook Insights section of your business’s page, you will see a number of metrics that can help you get a picture of what is happening on your page, including:
- Actions on Page: The number of clicks on your page’s contact info and call-to-action button.
- Page Views: The number of times a page’s profile has been viewed by logged in and logged out people.
- Page Likes: The total number of new likes over a 28 day period, number of new likes and where these likes came from, e.g. from a mobile or desktop.
- Reach: The number of people who saw a specific post over the last seven days, broken down by total, organic and promotions as well as showing likes, comments, shares, hides, unlikes and reports as spam.
- Post Engagements: The number of people who liked, shared or commented on your posts over the last seven days.
Whether your goal is to build brand awareness, get followers to click a link or to communicate with customers, Facebook Insights can help you understand who is most engaged and how they are interacting with your page.
Understanding Key Ad Metrics
Your agency should make the most of Facebook’s tools by investing in targeted posts. This allows you to reach and connect with people who matter the most to your brand. If you are new to looking at Facebook’s analytics tools, measuring the results of your ads can be confusing.
Here are some key metrics to familiarise yourself with:
Difference Between Reach and Impressions
Reach is the number of individual people who have seen the content while impressions refer to the number of times the content has been seen by people. The latter tends to be higher because people can repeatedly see a sponsored post on their feed.
This is a reflection of how appropriate your ad is to your audience and how it performs. Users can right click a button that states that an ad is not relevant to them, which would bring your score down. If your targeting is effective and you achieve high relevance scores, Facebook’s algorithm learns and displays your content more often to more engaged audiences.
CPC vs CPR
Cost per click is the budget spend divided by the amount of clicks achieved on the post. Cost per result measures the average cost per result from your post. Results are based on the objective and setting you select, for example, conversions.
What is CTR?
CTR is your click through rate, a ratio that shows often people who see your ad click on it. It’s measured by dividing the number of clicks by the number your ad is shown to the audience. A high CTR is a good indication that users find your ads helpful and relevant.
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