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You need a strategy when it comes to using Facebook for your business. Learn to use its robust, insightful analytics and measure the success of your marketing campaigns.. — Getty Images/ shapecharge

Out of all the social media networks, Facebook probably gives you the most data and insights about your audience. But this data is only useful if you understand what it means. Let’s look at the top stats you’ll want to track on your Facebook business page.

[Read more: A Quick Guide to Marketing Your Business on Facebook]

Impressions

Your impressions are the total number of times people saw your Facebook post. And a new impression will be counted even if your post was seen multiple times by the same user.

Impressions aren’t a reliable measure of engagement, but it can help you gauge how viral your content is. And seeing your posts multiple times will encourage Facebook users to take action.

To track all of your analytics, you’ll go to your Facebook business page and click on the insights tab on the left. You’ll see an overview of your stats as well as a breakdown of your reach, page views and more.

Reach

Reach measures the number of times a new user sees your content, whether organic or through paid advertising. It’s an excellent way to track how many people are viewing your content over time.

And as your reach increases, Facebook will begin pushing your content out to more people. You can find this information by clicking reach in the insights tab on your Facebook page.

Engagement

When someone engages with your post, it means they saw it and then took action. This could be liking it, leaving a comment, clicking on a link or sharing the post. Engagement shows that not only are people seeing your content, but they also want to engage with your page.

You can also monitor negative engagement on your page. This is when someone hides your post, unlikes your page, or reports a post as spam. Negative engagement is important to track because it can decrease the number of people you reach.

[Read more: Facebook Marketplace Holds New Opportunities for Businesses]

But if your business is consistently gaining new followers, this is a sign that your audience is growing, and you’re gaining more traction.

Page followers

Your page followers are your business’s biggest fans and the ones who engage with your content the most. When someone follows your page, they agree to have your posts show up in their newsfeed.

It’s a good idea to track how your number of page followers is changing over time. For instance, if you’ve lost a substantial number of followers over the past year, you’ll want to rethink your marketing strategy.

But if your business is consistently gaining new followers, this is a sign that your audience is growing, and you’re gaining more traction.

Video performance

Video is a huge part of any marketing strategy, and more than four billion videos are viewed on Facebook every day. If you click on the videos tab, you can monitor how well your videos perform with your audience.

You can track how many people are watching your videos, as well as how engaged they are. You’ll also see how many unique or repeat views you received on your videos and whether the video auto-played or users clicked on it to play.

Another useful analytics tool is that Facebook shows you your five top-performing videos. These are videos that were viewed for three seconds or more and received the most engagement.

Seeing which video content performs best with your audience can help you plan your content strategy in the future.

Pages to watch

If you scroll to the bottom of your analytics overview, you’ll see a section called pages to watch. This section will compare your page to your five biggest competitors and see how your page matches up.

You’ll see a quick comparison based on total page likes, new posts, and overall engagement. If you click on any of the pages, you’ll see their top posts from that week. This can be a good way to monitor the types of content performing well in your industry.

Local

And finally, if you run a local business, you’ll want to take advantage of the local tab in your analytics. This tab gives you information about customers in your area and demographics about your customers.

Best of all, if you run Facebook ads, you can see the percentage of local customers who viewed your ads. All of this information can help you increase your business’ presence in your community.

[Read more: Facebook Creates New Sales Tools for Small Businesses Amid the E-Commerce Explosion]


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Post Author: EDONS