03 Aug Which Metrics Should You Be Tracking on Facebook
According to the Social Media Sensis Report 2017, 95 percent of all Australian social media users are on Facebook, making it the most popular social media channel for businesses. To make the most of this platform it is important to understand what your audience likes and dislikes are; this becomes obvious through looking at your data. Read on to find out which metrics you should be tracking on Facebook to improve your Facebook marketing.
THE DIFFERENT TYPES OF FACEBOOK CONTENT
Before you start digging through your Facebook insights for data, it is important to differentiate between the types of content your audience is interacting with. The importance of what metrics to be tracking will differ based on the types of content.
Put simply, this content will be anything you post to your Facebook page timeline – text posts, images, links, videos – the important metrics to track still differ with each type of post.
TEXT AND IMAGE POSTS
This is a post that is purely text (and/or emojis) with an attached image. With this type of post, the metrics to track are:
- Hide post
It is important to track metrics that show negativity as well as positivity. If anything, the negative metrics are more valuable to a brand as it shows an immediate indication of the type of post that your target market does not want to see. One or two ‘hide posts’ here and there can be disregarded as reaching a few people who are not interested in your product or service. If however, you are finding that these negative metrics are a common occurrence throughout your data, this should be used to re-evaluate and tweak your social media strategy.
POST WITH A LINK
This is a post that includes a link for audiences to click through to. The main metrics to track with this type of post are:
- Link clicks
If your post is clicking through to your website then the metric to focus on is link clicks, with likes and comments being secondary metrics. This is because the higher the number of link clicks, the more indicative that the information in your post resonates and is relevant to your audience.
Do not ignore your comments, they can provide valuable information and feedback on the content you have provided.
As suggested this is a video that has been posted on your Facebook timeline. The metrics to track here are:
- Video views
- Average time viewed
- Percentage of video viewed
- Link clicks (if included)
Facebook provides you with two video views metrics: 3-second view and 10-second view. Both are important to understanding whether your content is appealing to your audience. A three-second view shows that your video was intentionally viewed and not clicked on by accident. A 10-second view indicates that your content was interesting and relevant to the audience. In the same way, the average time people view your video and percentage of video viewed will allow you to pinpoint the average attention span of your consumers when watching video.
This content is content that is not posted on your timeline – so Facebook Advertising.
Facebook Advertising has become an integral part of online advertising. Facebook’s detailed targeting options and data collection allows businesses to utilise the platform to reach new audiences, grow brand awareness, grow their database and sell their products and services.
As there are a number of different types of Facebook ads that you can run, your main metric will be the advertisement’s objective, outlined when creating your Facebook campaign. For example website clicks, engagement, Page Likes, Video Views, Ad Recall etc.
To ensure that your metrics are being properly tracked, it is important that your event tracking Facebook Pixel is added to the relevant pages of your website.
CONTINUALLY OPTIMISE YOUR CONTENT
In order to run a successful advertising campaign on Facebook and understand how on-page posts are performing, it is important to combine your findings from your core metrics with any other variables or data sources that could impact your results or give you more insight into consumer behaviour.
This can include things such as:
- Facebook Audience Settings;
- the advertising budget on your Facebook Ads and Boost Posts;
- placement of your Facebook Ads (i.e. Desktop, Mobile, Audience Network, Instagram etc.);
- the landing page you are driving traffic to; and
- Google Analytics data.
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