What is Facebook Analytics all about?
The immense benefits of Facebook for business cannot be overstated. Aside from having the largest share of social media with over 2 billion active user accounts, it also allows you to reach your customers with low marketing expenses. You can practically set up your Facebook page, update business information, and interact with your customers at no cost.
It is not just about having a company page; you also need to know your target audience because they will be the basis of your marketing campaigns. Before Facebook introduced Analytics, getting Facebook insight information was a lot of hard work. You had to go over multiple spreadsheets of information and expend long hours trying to represent the data graphically for your marketing reports.
Facebook Analytics provides the information – almost too much information sometimes that will help you optimize your social media strategy. Key data can be found across three platforms – Facebook’s Page Insights, Ad Manager, and Audience Insights.
Facebook’s Page Insight
This gives you data on how your page and content are performing over time. It typically shows you everything occurring on your page:
- Content engagement – how people are reacting to your posts; comprising negative engagements like hides and spam reports.
- Page “likes” (including growth trends over time)
- Post reach – How many people saw your post
- Page mentions
- Page views and previews
- Number of followers
- Page actions – the number of messages you get or those who clicked on your Call-To-Action button
- Total Post engagement – comprising of likes and shares, organic or paid comments.
These Analytics provide you with comprehensive information on your Ads’ performance on Facebook and Instagram. You can view all your ad campaigns whether they are active or inactive. Facebook’s Ad manager provides you with data like:
- Reach – the total number of people who viewed the ads.
- Impressions – this shows how many times people saw your ads.
- Results Achieved – number of leads generated, conversions, or event response.
- Relevance Score – which is simply how applicable Facebook thinks your ad is to your target audience. This is usually determined through algorithms and engagement.
- Amount Spent
- Cost per result
This provides you with information on your page’s audience. It allows you to know the trend, who they are, and compare them with other audiences on Facebook.
The metrics from Audience insight includes:
- Pages they like and their interests
- Purchase behavior
- Your audience’s engagement
- Lifestyle Types
Before you decide the metrics that are applicable to your business or client, you have to also consider the purpose of your Facebook page and your marketing goals. Regardless of what that purpose is, you will find all the platforms of Facebook Analytics resourceful.
Understanding that generating leads for your company’s product or services is your paramount goal, the assumption is that your Facebook page is set up to do just that. Hence, engaging your audience (people who will be interested in your business) would require you to connect with them with content that they would find interesting.
Why we love Facebook Analytics
1. Content Guide
This is probably our favorite reason for using Facebook Analytics. Analytics provide metrics (post engagement, reach, and engagement rate) on how well your posts are performing. Knowing which posts have the highest engagement will give you insight into what kind of post our audience finds interesting. You will, therefore, find it easier to tailor content according to their preferences and achieve desired results. In addition, the time most of your fans are online will guide you on when (or when not) to make posts on your page.
Lack of information can waste the time and effort you invest in marketing campaigns. With the metrics provided by Facebook Analytics, you would know who your potential customers, or audience are, and devote time to them.
3. Ads Targeting
Facebook allows you to target ads at potential customers using their interests and demographics. For instance, you are planning to push an Ad for an event in New York targeting young business owners. You would target them by selecting demographics of age below 35, located in New York City, middle-class lifestyle, with interest in entrepreneurship, business, and marketing, and following top entrepreneurs. Specific targeting makes your marketing campaign more productive.
4. Ads Monitoring
When you run an Ad you want to know how it is performing and what steps to take. Facebook Analytics help with that. With the relevance score, you can decide which ads you need to adjust or pause. In addition, you will also know how to make your ads cost-effective through cost per result. If what you are spending is higher than the results, you are wasting the money and energy invested in running the ad.
5. Data Tracking and Research
The visualization tools on Facebook Analytics make the tracking and collecting of relevant data a lot easier. If you need to view results in full screen, save or print graphical data, Facebook Analytics makes it convenient. Therefore simplifying the sharing of this data across your whole team.
6. Audience Tracking
Your audience typically decides how well your page and posts will perform. Facebook Analytics also ensures you get sufficient information on the kind of fans you have on your page in terms of demographics and interests. Therefore helping you determine if you are targeting the right audience. If not, you may need to readjust your strategy, ads, or efforts invested in growing your business page.
7. Better User Experience and More Followers
Finally, regardless of the enormous benefits of Facebook analytics for pages, this list would be incomplete without mentioning how the metrics affect users or fans’ experience. When your posts receive negative engagements or low reach, it may cause you to lose followers, which could be detrimental to your page. Facebook Analytics help ensure your page, posts, and ads are in order. Most of all when users find your page pleasing, it would be easy for them to recommend it or even share your posts.
As a business owner knowing how your business is performing on social media is important, which is why Facebook analytics will prove very valuable to you. The Analytics will help you monitor the efficiency of your marketing campaigns and ultimately guide your decisions.
With the best native analytics platform, you can be sure of getting a comprehensive report of what really matters to your business page. Now, do you see why we love Facebook Analytics?
Would you like us to help with Facebook advertising?
Send me a message!
Chelsea at heartbrain dot marketing