Facebook has been rolling out a new version of Metrics for Business pages. You may or may not have received this yet depending on what server you are on. Overall, business owners should find this version more intuitive and easier to understand. The metrics have moved to a 6 tab format. Here is a summary of the 6 tab layout:
The Overview tab is a snapshot of the last 7 days of performance on your page, focusing on 3 core metrics; Page Likes, Post Reach and Engagement. You will probably notice a dramatic change in the Post reach over say, the last nine months. No doubt Facebook wants to highlight the dramatic drop in organic reach since they now accentuate the posts in the news feed for those who are purchasing ads. Most say that the organic reach on Facebook is now down to 1%.
The Likes tab is self-explanatory but there are a few new metrics that you can access by clicking on the data. These will give you a deeper understanding of the changes that are happening over time on your page.
The post Reach tab is broken down between organic and paid reach. This is another opportunity for Facebook to point out to you how you have no doubt been impacted by a potential lack of advertising. Again, compare your metrics from that of a year ago for this point to be driven home. It may be time for you to start thinking about an advertising budget on Facebook. You don’t have to spend a lot of money to start getting your content in front of your audience again.
The Visits tab will tell you total visits, breakdown of where your visits are coming from, other page activity such as mentions and posts by others on your page, and sources that are driving traffic to your Facebook page. This last one can be a good indicator of how your inbound links are working for you.
The Posts tab breaks down when your fans are online and post types. By hovering over each day, you can ascertain when fans are online and consuming post content. At the bottom of this tab is the information you should find most useful. It is a list of your latest posts (you can access earlier posts as well) with information pertaining to the type of post, how many people it reached, how many engaged with that particular post etc., making it easy for you to understand what type of posts are engaging the most fans. By clicking on any one of the posts, you will get a pop up post ‘scorecard’ which will give you an excellent idea of how that particular post resonated with your fans. Find the type of posts that worked best for you and do more of those! Pay particular attention to the day/s and time of day these posts got the best results as there might be a rhythm as to when your target market is most likely ready to consume your content.
The People tab will help you discern important demographic information about your fans. Hovering over any of the metrics will give you more detailed information about that data breakdown. Check out the ‘people reached and people engaged tabs’. You will see the same breakdown demographic of people that were shown and who engaged with your content. So, for example if your business sells men’s athletic shoes but your main reach and engagement comes from senior women, it should cause you to ponder!
There are apparently plans for a check-in tab which will help you understand the people who have checked into your location. No news as to when this will be available.
For a video and more details on these changes, please click here.
It’s really important to understand your audience on Facebook. These metrics will give you the insight you need to tweak your content to get maximum reach. Need help? Get support or guidance from someone who understands this space. I’d love to connect with you. You can reach me via phone or email, leave a comment right here on the site, or click the contact tab at the bottom of the screen if you are reading this post on the website.
Until next time,