facebook marketing
Posted By: confusedgenius Categories: Social Media Marketing Posted: January 31, 2023

The 15 Facebook KPIs You Should Be Tracking

KPI, or Key Performance Indicator, is the benchmark that shows the numerical performance of a specific/designated action in Digital/Facebook Marketing. There are around 11 Facebook marketing initiatives highly appreciated in this domain. However, including the KPI in the marketing objectives helps significantly while making it a challenging approach as well. 

Challenging, as in identifying the performing matrics, turns out quite tricky. However, not today, since we have got you covered.

Here are the 15 KPIs for Facebook Marketing that will significantly help you. Therefore without any further ado, let us get going with the following-  

What Are Brand Awareness KPIs in Facebook Marketing?

As the name runs, this Key Performance Indicator aids in spreading the brand name in and beyond the industry. With this tool, you, as a brand owner, can extend your company’s goodwill to your target audience. Here is the list of KPIs that would guide you.

Brand Lift

Brand lift happens when there is a positive rise in your brand awareness. The situation works on several factors-

  • Your audience remembering the name of your brand
  • The audience’s perspective on the brand
  • Their appreciation towards your brand
  • Their idea of recommending the brand

Facebook Ads won’t be able to help in recording the report extracted on the matrices. Studies, surveys, and focus groups are there to prepare a report on the above metrics. 

Impressions

This defines the total number of times Facebook Ads received audience attention. Two factors highly influence impression parameters. 

  • Views are recorded the moment it appears on the screen of an audience(entirely unintended).
  • Views are recorded even if the same audience unintentionally comes across the Facebook Ads multiple times in a row.

Impression and Reach are entirely different, for that matter.

Reach

Reach somewhat appears similar to Impression, where the number of views on a particular Facebook Ad is estimated. However, Reach records different audiences coming across your Ad. So, whenever the Ad is on screen, even if the audience does not pay attention to it, it will still be counted as Reach. 

What Are Reach KPIs in Facebook Marketing?

The Reach KPIs lets you receive the most impression for the lowest cost. It functions irrespective of the previous engagement or behavior history while exhibiting the Facebook Ads. This means this KPI typically aims at each one of the targeted audiences even if they did not show any behavioral indication(their preference in seeing the promotional content).

Reach

Here, the objective of Reach, is much more essential than Impression because the focus here remains to reach a unique set of audiences. Therefore, in this concern concentrating on the Impression objective is insufficient for recording the required information.  

Frequency

Frequency is the number of times the audience comes across your Facebook Ad. The metrics are put into a formula by dividing the Impressions by Reach. For instance, if your ad gained 10k impressions while reaching 4500 audiences, you will divide 10,000 by 4500, which is 2.22. This means the frequency of your average audience seeing your ad is 2.22 times. 

Unique Link Clicks

It is the number of clicks received on the Facebook Ad’s link. Here a single audience can click on the Ad multiple times too. Unique Link Click is the number of different audiences clicking on your ad’s link. This metric lets you know how the Facebook marketing campaign engages people in your vicinity.

What Are Traffic KPIs in Facebook Marketing?

In this regard, Facebook studies the target audience who are likely to click on the Ads. But this does not let the behaviour of the audience or conversion rate affect the metric’s performance in any way.

Link Clicks

The links you are adding to your promotional content let you pull traffic from the same to your online presence, for instance, your official commercial/business website. Here the objective remains to drive distinctive sessions to the links, regardless of how many unique users generate. Fundamentally speaking, if there are 1000 sessions, then there are 1000 sessions, irrespective the sessions are generated from the same audience.

Click Through Rate

It is the percentage of clicks on your promotional content received from the number of impressions. Now to get a precise number of the CTR, divide the number of impressions. Continue multiplying the number by 100 to get the percentage. So, when your ad gains 300 clicks from 1000 impressions, you need to divide 300 by 1000, resulting in 0.3. Now multiply the same by 100 to get CTR which is 30%. It states that 30% of impressions have turned into conversions.  

Quality Ranking

It is the most significant metric when it comes to Facebook marketing. Here you get a clear idea of the performance of your creative promotional content, competing against similar Ads in the industry. 

The primary three categories identify the metric, i.e., below average(needs improvement on formulating the headline, image, text, CTA, etc.), average, and above average. If you are confident about your Facebook marketing approach, you might look forward to altering some minute details on the go to make it more precise and to the point.

What Are Engagement KPIs?

The primary idea behind engagement KPIs is driving engagement in Facebook marketing campaigns. Well, there are no leading to any external links. Here the audience engages in the Ads through comments, reactions, likes, and more. 

Page Likes

Well, this is all about receiving the number of Likes on your Facebook page and attributing positively to your ads. Well, the initiatives are not the concern here; the primary focus remains to gain Page likes which positively influences your branding goals. 

Engagement Rate Ranking

Much likely to the Quality Ranking prospect, the matric dedicatedly records the effectiveness of the ad on engaging the audience. On a rudimentary level, it shows the ranking of the Ad’s expected performance matric. This depends on the Page likes, Shares, and comments compared to the ads run by the competition and for the same section of the audience. The levels are Above Average, Average, Below Average (Bottom 35% of ads), Below Average (Bottom 20% of ads), and Below Average (Bottom 10% of ads).

Post Shares

Posts that include images, videos, and Ad publications, when shared in a friend’s profile, Business pages, and groups, heighten the chance of spreading the brand’s goodwill while driving generous traffic. An individual needs to form a relatable connection with the post that would make them share it. It comes with a slim line that differentiates the idea from self-contained engagements like comments and likes.

What Are Conversion KPIs in Facebook Marketing?

It is the conversion objective happening on your website, your application, and your Facebook messenger. 

Standard Events

These are predefined activities that are included in the Pixel codes. It is tracked through Facebook reports. This also assists you to form custom audiences. The standard events typically involve-

  • Add to cart 
  • Complete registration 
  • Contact 
  • Initiate checkout 
  • Lead 
  • Purchase 
  • Schedule 
  • Start trial 
  • Subscribe

Custome Events

These are actions that are not Standard events; however, these are equally potential ideas that help you build your own set of audiences. The list here will help you gain acknowledgment on the matter-

  • File download link clicks 
  • CTA clicks 
  • Time on page 
  • Pageviews

Conversation Value

Here, the conversion value ultimately depends on the cost of the product you are selling. Now, if your website lets your audience download files and submit the contact form, you can assign custom values based on the internal data recorded. Tracking the value of your conversions can be more beneficial than simply tracking the number of conversions. 

For example, would you prefer 10,000 conversions worth $1 each or 2,000 conversions worth $10 each? Conversion value tracking can assist you in optimizing your ads to generate a report on the most important conversions to your business.

While Concluding

So, these are the 15 Facebook KPIs you must look into to enjoy a promising Facebook Marketing campaign. You will bask into the swarm of data which will help you organize your digital marketing strategy more effectively. Just have a solid look at the different parts of the ads. Ensure that you don’t avoid the CTA and bidding strategies too. These KPIs will offer you endless opportunities to maximize conversions and enjoy a superb marketing approach in no time.

Hope you have a wonderful day ahead.