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    May 8, 2014 // 4:00 AM

    4 Simple Metrics That'll Help You Assess Your Facebook Marketing Performance

    Written by Lisa Toner | @

    facebook-likesAs an industry, we’re quite rightly under pressure to report and measure the impact of our activity in order to justify our campaigns and headcount. Calculating return on investment (ROI) on social media activity, in particular, is an extremely complex metric to track, and something that marketers all over the world are struggling with. (So take heart in knowing you're not alone!)

    Because of the amount of data available in Facebook, in particular, it's next to impossible to know what to look for, and how to know if you're doing a good job or not. That's why we asked social media experts Simon Penson from Zazzle Media, and Cheri Percy from Distilled what their top tips are for measuring success on Facebook. Below are the top four metrics they think you should be focusing on to avoid the clutter and get the data you need.

    1) Brand Engagement 

    What is it?

    This metric can be found at the top of your Page (under your Page name) and is important to look at because it tells you how engaged Facebook members are with your brand both on your Facebook Page, and off it. It includes any mentions, Likes, shares, comments, or links to your brand's Page.

    Facebook 'Talking about this'.png

    How do I calculate it?

    To get the overall engagement percentage, you need to divide the number of “stories” (people talking about your brand) by your total number of fans, and multiply that figure by 100 to get your overall engagement percentage.

    If we take Distilled's Page for example, we have 5,057 fans, and 36 people talking about us, so our overall brand engagement rate is 0.7%.

    36 / 5,057 * 100 = 0.7% Overall Brand Engagement

    These 0.7% are our brand advocates because they are the people actively engaging with our brand online. We like these people. Unfortunately, Facebook doesn't have the functionality to let us segment our posts by these people so we can't offer them any special VIP treatment, other than making sure our posts are always super valuable.

    You can also track this figure against your competitors without too much effort. Simply visit their Facebook Page and work out the engagement percentage for their Page. This will be a good indicator of how well you are doing and will give you a few ideas on where you can improve.

    2) What Content Your Fans Like

    Using the "Lifetime Talking About This" metric, we can find out which content our fans enjoy consuming most on our Page. Having this information at our fingertips helps us improve engagement on our Page because we can start to post more of the content that our fans really want to see.

    What is it?

    "Lifetime Talking About" This is the number of unique people who interacted (Liked, shared, commented) with a specific Page post. 

    This metric helps give you some indication of the quality of the content you’re sharing and how your community is responding to it: Are they compelled to Like it, comment on it, or even share it with their circle of friends?

    How do I calculate it?

    To calculate your reach per post, you’ll need to head into Insights and hit Export Data to download an Excel file with a bigger run-through of your Page’s stats.

    Export Insights Data.png

    You’ll need to select Post Level here rather than Page Level.

    Screen_Shot_2014-04-23_at_15.14.05

    Have a look for the tab named Lifetime Talking About This. From here, you can sort the data in this column from highest to lowest number. The posts that have the highest number are your most popular.

    In this spreadsheet, you can also see whether the post type was a link or a photo, which will tell you about what content formats your audience is more interested in, and comfortable consuming.

    3) Organic Traffic & Leads Generated

    What is it?

    At the end of the day, we do social media marketing to help our businesses achieve their goals. It wouldn't make sense to keep spending time on social if we couldn't measure whether or not it was driving traffic to our websites, and converting visitors into leads for us to nurture down the funnel into customers.

    The best way to track this with Facebook is by creating unique tracking URLs for each Facebook campaign that we run.

    How do I calculate it?

    If you're a HubSpot customer, you can easily create a unique tracking URL in the Reports app where you can indicate which landing page or blog you want to track. 

    HubSpot_URL_Builder

    Adding this URL to your Facebook posts will enable you to see exactly how many visits and leads your social media efforts are generating through the Performance analytics on your landing page or blog. 

    Social_Analytics

    If you're not a HubSpot customer, you can track visits from each unique tracking URL using Bit.ly, however you will not be able to see how many leads were generated as a result.

    4) Paid Conversions

    If you’ve not touched Facebook for a few months you’ll notice a significant change in how many people are actually seeing your content organically. It now requires a lot of content strategy tweaks and testing to get them back to anywhere near where they were pre-algorithm change. Including a paid element within your strategy can help achieve the reach you desire. 

    What is it?

    When you decide to run a paid campaign, the most important thing you need to track is how many conversions came as a result of that campaign -- this means how many actual leads were generated. If you are spending money on paid advertising, it's extremely important to ensure you are getting a good return on that investment. If you're not getting a good ROI from your paid campaign, finding this out sooner rather than later will enable you to cease said underperforming ad, and switch it up to a more effective one.

    How do I calculate it?

    A fairly recent addition to the Ads dashboard is a section called Conversion Tracking which allows you to track this figure. When you log into your Ads Manager, simply choose this option from the menu on the left:

    Screen_Shot_2014-04-23_at_16.10.32

    Once you are in here, you simply need to select Create New Pixel in the right corner, name it, and select the category of conversions you want to track.  

    Paid_Facebook_Tracking

    You will then be given a short snippet of code to add to the page from which you’ll track the conversions. Don't panic, this will be easy for you to add; no web skills necessary. The code will look something like what you see below and should be pasted between <head> and </head> in the webpage you are tracking.

    Facebook_Snippet

    If you're a HubSpot customer, you can simply paste the code right into this box in the Options tab of your page editor.

    HubSpot_Page_Editor

    Once you've pasted the code, any conversions that come as a result of your paid Facebook campaign will be easily identifiable in your main dashboard where you will easily be able to identify which campaigns are effective, and which are not.

    Knowing what to track when it comes to social media marketing can be tricky, but we think if you incorporate these metrics into your Facebook monitoring, you will have a clearer picture of the health of your Page without spending hours in a daze. However, you should also think about what your specific company goals are, decide what your strategy is, and choose the metrics you need to hit in order to get your company closer to hitting those goals.

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