When you are going to market using the Facebook platform, you must identify your KPIs to measure the performance of your Facebook ad campaigns. It is a good start as you begin to establish your business on the Facebook platform.
Key Performance Indicator or KPI, its acronym, is a guide on tracking your performance by focusing on significant indicators. Measuring specific details such as Facebook Fan Page, advertisement campaigns, or shared content is what KPI provides. When you track your KPI on Facebook, it will improve your campaigns by choosing a better target audience.
Let’s get run through the list of essential Facebook KPIs!
#1: Impressions
According to Meta Business (Facebook), it measures the number of how many times your shared content from your business page is displayed on the newsfeed. When your content is seen frequently by your audience, it will cause audience fatigue, leading the audience to hide your content such as advertisements. So you better make sure to update the creatives of your specific Facebook ad or posts every 2 weeks as recommended by Miller.
Image from Facebook Ads Manager
#2: Reach
Basically, it measures the number of views of your specific content. People often get confused between Impression versus Reach. In simple words, Impressions measure the number of numerous views by the same person. Whilst, Reach is the number of individuals who viewed your post. There are three types of Reach: Paid, Organic, and Viral.
Image from Facebook Ads Manager
#3: Engagement
Engagement consists of the total number of interactions such as likes, reactions, comments, and shares from your specific shared post or content on Facebook. You can find out which engagement you get the most (is it likes, comments, or shares). Identifying which posts have the best engagement by post type is allowed on Facebook.
Images from Facebook Creator Studio
#4 Clicks per Link
In simple words, the total number of clicks per link indicates how many times the provided link has been clicked. It is either redirecting them to a blog article or landing page).
Images from Iconsquare
#5 Click-Through Rate
CTR or Click-Through Rate tracks the number of people who clicked the link by the people who saw your post redirect to your website or a landing page. To get the calculations of CTR, just divide the Link clicks by reach then divide by 100. It is an essential KPI because it tells how your post’s performance by its number of people engaging and impress by the audience. For instance, having 50 people reach your post and you have 25 CTR, means it is a good sign that your post is performing well. However, having 150,000 people seeing your post with 50 CTR, you need to change your strategy right now.
Images from Iconsquare
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