How to Measure your Facebook Marketing Success

by Devesh Chauhan seo expert, digital marketing, wordpress developer

We have covered the importance of using content and advertising to generate Facebook leads . Now we learn about how can you measure your efforts of Facebook marketing.

Use of Facebook Insights to Analyze Your Content Strategy:

Facebook inside is a free analytics tool to analyze your posts and content strategy. You can check your Reach, Engagement, Page Likes, Page Views, Page previews, Page Followers.

Facebook Insights tool:

For the use of this tool we need to export the data. Go to your Facebook insights tool and clock on “Export Data” button. After Click follow the given setting, specifying the date range you want to analyze.

Trim the Useless Fat:

In the Facebook there are many columns of different data points. You can select or delete column from the exported sheet for the purposes of this analysis.

Reach
Check-Ins
Impressions
Page Stories
Engaged Users
Friends of Fans
Logged-In Users
Page Consumers
Page Consumption
Negative Feedback
Lifetime Total Likes
New Likes and Unlikes
People Talking About This

The figures that will help you understand how your content is performing on Facebook. Lifetime Total Likes tells you exactly how many people like your page, Daily Friends of Fans tells you how many friends of those total likes can be reached — your true total reach. And, Daily Page Consumption tells you the number of people (out of the possible number of people who could have been reached) that were actually reached.

Fine-Tune the Metrics You Need :

You’ll see that Lifetime Total Likes and Daily Friends of Fans have now totaled to represent the Total Daily Reach your Facebook Page has — every single person who could possibly see your content. Now we have two key insights: 1) The total number of people who could have possibly consumed your content, and 2) The actual number of people who consumed it.

Organize Your Data:

First, highlight the “Date” column as well as the “Daily Total Reach” column. Click Charts —> Line Chart —> Stacked Line. You should get something like this, which will indicate the growth of your total Facebook reach:

Now repeat these steps, instead highlighting the “Date” column as well as the “Total Post Consumption” column. The resulting chart should be much more interesting, as it represents trends in how people are either increasingly or decreasingly clicking on and consuming the content you’re publishing to your Facebook page.

Extract Conclusions and Keep Measuring :

By taking the time to relate individual posts with their clicks, you can analyze which types of content perform well on your page.

How to Track Leads Generated From Facebook Campaigns

In chapter three, we reviewed how to build a Facebook advertising campaign. To understand the success of your overall Facebook marketing, and the efforts powered by the advertising campaigns, you’ll want to analyze three metrics:

Unique Visits to Website: Track the volume of overall traffic Facebook is sending your website.

Net New Leads (Contacts): Track the number of new leads, also called contacts, your generating from your Facebook marketing and advertising efforts.

Customers Converted: Over time, you’ll want to assess the overall percentage of customers generated through your Facebook marketing.