4 minute branja
5 key insights into Facebook strategy performance
With the extraordinarily large amount of diverse data Facebook collects, it allows us to obtain performance results of our posts on Facebook quite easily, giving us a quick and accurate insight into the results. Based on these insights, we can make important decisions.
To take advantage of these insights into the success of our Facebook strategy, the guide will outline five key performance indicators:
- page performance overview
- ‘likes’ on the page
- user reach
- website activity
- followers’ activity time
The statistics on users and activities on your posts can be seen on the tab “Page insights”.
1. FACEBOOK PAGE PERFORMANCE OVERVIEW
Facebook allows us to keep close track of our website activities. These indicators are great for a quick estimate of our performance through accumulated key metrics. In practice, observing the interaction on posts is very helpful for obtaining immediate feedback on their performance and seeing how our strategy is working.
In the summary of the results of our Facebook page, we get insights into current key metrics for the last 7 or 28 days, such as likes, page activity, post interactions and reach. The data is presented in percentages and graphical form, showing changes in comparison to previous periods.
2. WHERE DO OUR ‘LIKES’ COME FROM?
In addition to seeing the number of ‘likes’ that the website receives, the ‘likes’ tab also shows us the growth rate, averages compared to previous periods, and the very origins of the ‘likes’ over time. This allows us to examine the causes of changes in movement, such as, for example, too little or too much page activity, uninteresting content and other factors.
The graph above informs us of the daily growth of ‘likes’ on the website and shows the share of paid or unpaid ‘likes’, as well as the number of people who deleted their ‘like’. While it is very important to have a positive balance, it is advisable to regularly keep an eye on the causes of possible decreases in ‘likes’.
The graph showing the origin of our ‘likes’ is also very helpful, revealing whether they come from our site, the ads, Facebook suggestions or other.
3. THE REACH AND THE FACTORS AFFECTING IT
With the help of user reach graphs, we can quickly estimate organic reach and the performance of paid advertisement displays over time. For the posts, it is true that the greater the number of interactions on the post (likes, comments, shares), the greater the organic reach shall be. For more on how this algorithm works and ways of increasing the reach of your posts, please read our previous article on Facebook algorithm functioning.
4. WEBSITE ACTIVITY
Website activities allow us to better understand how users behave on the Facebook page and what information interests them the most. Facebook tracks the following activities: click on the directions, click on the phone number, click on the website and click on the ‘call to action’ button.
The above graph shows the total number of clicks people made on the website. If you are receiving poor results in one area, it is a good idea to find possible causes for a small number of clicks on the page. Breaking down the data by gender, age, location and device can also help.
5. WHEN ARE OUR FOLLOWERS ACTIVE ONLINE
Under the ‘Posts’ tab, we can get information about which hours of the day our post has the widest reach and interaction. Here we can also track the past performance of our most popular posts and activity by the type of post while at the same time we can review any past posts.
Although there is no universal time for posting on Facebook, using this indicator can give you a better idea of what time the posts in our segment are most viewed. The graph shows the average activity of our followers per hour of the day.
Through good data analysis, we can gain a better understanding of what kind of content receives a positive response from our target audience. However, the data often does not show the whole picture, as we must also add other analytical data to it, such as the number of displays, cost per click, number of conversions and other factors to get a more accurate insight into the actual number of customers and contribution of advertising.
If you want more information regarding the analytics, you can read one of our previous articles on trends and the importance of using web analytics.
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