Facebook Analytics 101

There are 3 Primary Types of Facebook Analytics

Facebook provides a lot of data. Much of it can be overwhelming even for advanced Facebook marketers, so it is wise to pick and choose what works best for each business individually.

Facebook Analytics can be organized into the following 3 groups.

1. *Follower (Fan) Metrics
2. Page Metrics
3. Post Metrics

One: Facebook Analytics: Fan Metrics

Every business wants to understand their fans and followers better. Facebook Analytics help you to answer the following questions:

• How much has your fan base (likes/follows) grown over time?
• Did your fan base fluctuate during specific times? If so, why?
• What are the demographics of your fans? Where do they live? How old are they? Interests?
• Why do people become fans? Is it because of your Facebook Ads? Is it because existing fans recommended you to their friends? Or some other reason?
• How do fans behave when they visit you on Facebook? Do they spend most of their time on your timeline or do they prefer to engage on an app/tab within the page?

(Keep in Mind: You could have millions of fans, but if none of these fans engage or interact with you, then the number of fans is meaningless.)

Two: Facebook Analytics: Page Metrics

Here we want to understand how your page is performing overall. Keep in mind that people who are not followers/fans of your page can still visit your page, engage and consume your content.
The questions we can use Facebook Analytics to answer are the following:

• How many people have engaged with your page?
• How do people engage with your page? Do they like, comment, share or just click?
• How many people does your page reach? (Keep in mind that people can consume activity from your page without engaging with it. For instance if someone sees a cute kitten photo posted by your page in their newsfeed, they may not engage (like, comment, share, click) but they have still seen it.)
• How viral is our page?
• How do people consume page activity? Do they view photos, play videos, click on links to external websites, or something else?
• How much negative feedback do people leave on your page?

(Keep in Mind: If you start to see a huge increase in the spam that is reported for your own Facebook page, it means you should take a closer look at your content strategy and make modifications.)

Three: Facebook Analytics: Post Metrics

Arguably the most valuable metrics for Facebook marketers are post analytics. Here you want to understand how your content performs so that you can keep improving your content.
The questions you want to answer about your posts with Facebook Analytics are:

• Which specific posts have performed the best? Which have the highest engagement, 'virality' and reach?
• Which specific posts have not performed well or received lots of negative feedback?
• How many posts do fans contribute?
• What is your media mix (photos vs videos vs links vs status updates)?
• Which media types receive the most engagement and reach? Are photos the best or another type of media?
• How does your posting behavior impact engagement?
• How likeable, conversational and sharable is our content?
• How do people consume your content? Do they view photos, play videos, click on links to external websites, or something else?

(Keep in Mind: How do people consume our content? Do they view photos, play videos, click on links to external websites, or something else?)

*For Facebook Pages "Likes" are people, or fans, or followers. They can also "like" your content. We generally refer to all of our fans/likers/followers as Followers, whether from Facebook or other social media platforms.

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