What are key metrics to analyze on Meta Business Suite?
Real data performance is used as example
1. Context:
Overwhelmed by the myriad metrics in Meta Business Suite?
Unsure which ones truly matter?
Struggling to organize key metrics into a clear picture? This post is for you.
*Note: The data is derived from a project with an educational institution in a South Vietnamese local area.
2. Question:
Analyzing data on Meta Business Suite is crucial for monitoring your Fan page performance and designing growth strategies. However, many people get lost in Facebook's metrics due to a lack of understanding. So, how do you get it right?
3. Guideline:
First, how to structure metrics properly?
Here’s a draft picture I always keep in mind before reading any metrics. I categorize the metrics to understand their nature and impact scale.
Second, what are the key metrics in each group?
A - Account Level
Group 1: Profile
Facebook visits
Net follows: New followers minus unfollows
Group 2: Traffic
Total Impressions: Total number of times your content is displayed. Multiple impressions per person are possible.
Total Reach: Total number of unique people who see your content.
Impression/Reach: How many times your content is displayed to one person.
Group 3: Engagement
Total Engagement: Sum of likes, shares, comments, reactions, etc.
Engagement Rate: (Total Engagement / Total Impressions) * 100%. It shows how interesting your post was relative to the number of times it was shown.
Group 4: Audience
Gender
Location
B - Content Level
Answering which posts work best and which types of content are effective:
Total number of posts by type: Photos, Stories, Text, Reels, Videos
Reach/Post: To see which type of content has the best reach performance.
Interaction/Post: To see audience preferences.
Top 10 best-performing contents: Analyze topics, keywords, and themes to leverage in future content.
C - Message
New messages
D - Facebook Ads
» Will have a separated section for this later on.
Third, a report template to consolidate all these key metrics into a clear story.
Let's revisit the Meta Business Suite Dashboard. With a clear metric structure and a visualized report, it’s not as daunting as it seems. A well-organized report can tell a meaningful, actionable story.
Remember, the importance of each metric varies by industry and organization. Be flexible in your analysis to achieve your ultimate goals.