When managing and optimizing your Facebook presence, it is very important to focus on the most important Facebook KPIs. By selecting the right metrics to optimize for, the whole publishing process gets more structured and more easy to follow. We took a look at what the 5 most important Facebook KPIs are based on the dashboards of our over 30,000 users. Our clients come from all around the world and cover all sizes and industries, so this should be a good measure for overall used metrics.
1. Fans / Likes
The most used metric is the number of fans / likes on your Facebook page. This was the first public KPI published by Facebook years ago and hence this has been the most prominent number by which page owners track their performance. Nowadays it makes more sense to focus on interaction driven Facebook KPIs like the People Talking About This measure and the Interaction Rate, but the fan numbers will always be there and are used to get a first impression of the success of a certain page.
2. People Talking About This
This is the second metric that Facebook makes public for all the pages around the world. The People Talking About This number makes a statement about the social activity on the page itself and on the whole Facebook platform. The metric you can find on any page includes all unique users in the last 7 days that interacted in some way with the page. For the complete definition of this metric check this article, which we published some time ago.
3. Fan Growth Rate
As the pure absolute fan numbers mentioned in point 1 above are not very meaningful, it makes more sense to look at the growth of fans/likes in a certain time interval. The metric is defined by the absolute change of fans in a time interval divided by the number of fans. Because of this relative view, it is possible to compare smaller pages with bigger pages. In general this gives you a better impression of how the page performed in that period and shows how many people the page could attract. Although this number has nothing to do with the number and quality of the interactions on the page, it is still a very good measure to see the level of activity happening and overall market movements.
4. Interaction Rate
The People Talking About This metric, mentioned in point 2, is a first good measure for interactions happening on the page. The interaction rate concentrates a bit more on the on-page performance of your posts rather than what is happening on the whole Facebook platform. This metric is defined for a certain time interval by taking the sum of likes, comments and shares that you get on your published posts divided by the number of posts published and divided by the number of fans.
Again this is a relative metric and a rough estimate on what share of your fans are actually engaged with your posts.
5. Post Type and Frequency
After looking at fans and interactions, the type and frequency of your posts determine what works and what doesn’t. By taking a look at what content format (photo, video, status, …) and what posting frequency works best for your audience it is very easy to optimize your posts in order to get a higher number of interactions.
Of course finding the right Facebook KPIs is very individual and every brand should check for themselves what their goals are and what to optimize for, but these 5 metrics are in general very important. So keeping them in mind when laying out your Facebook strategy makes a lot of sense.
What metrics are you using to measure your Facebook performance? Do you use a more interaction driven approach or do you focus on fan numbers?