Facebook Analytics: 38 Metrics from Basic to Advanced

Although it’s not the coolest social media today, Facebook is still the leading social platform with three billion

Although it’s not the coolest social media today, Facebook is still the leading social platform with three billion monthly active users, as of January 2023. Impressive, isn’t it?

Facebook collects an extreme amount of data from its users, such as demographics and preferences.

That’s why Facebook analytics are absolutely essential for your brand because they can help you accurately paint the whole picture of your audience, optimize your ad spending, and ultimately create more engaging Facebook content.

Just to be clear, we’re not talking about Facebook Analytics, the standalone tool that Meta retired a couple of years ago. We’re talking about Facebook analytics as data and metrics of your brand’s performance on this social channel.

Are you a beginner in Facebook analytics? Then, you’ve reached the correct article. Here we’re going through all the basics of Facebook analytics and explain 38 different metrics to track your Facebook performance.

Shall we begin?

What is Facebook Analytics?

Facebook analytics are the metrics and statistics you should monitor to evaluate your brand’s performance on this social media platform. 

As we said at the beginning of this article, we’re not referring to Facebook Analytics, the set of tools that Meta shut down on July 1, 2021. Here we’re discussing Facebook analytics as data you need, to keep track of your brand’s success on Facebook.

Of course, Meta still offers Facebook analytics data through its other sophisticated reporting tools like Meta Business Suite.

However, all these tools, although rich in Facebook insights still lack advanced metrics such as your untagged social mentions or sentiment analysis of your mentions and comments. For those, you need a social media monitoring tool.

But before we jump right into specific metrics, we should take a moment to understand why Facebook analytics are crucial for a business.

Why is Facebook Analytics Important for Businesses?

First and foremost, you can’t do Facebook marketing without access to page insights, analytics, and important data because, then, you go blindfolded. You simply can’t know what’s working and what’s not without at least one Facebook analytics dashboard.

There are three main areas where Facebook analytics can play a key role for marketers, like you, and we analyze them below.

Performance Evaluation

Every business, big or small, seeks growth. But you can’t achieve growth just by putting content out there and hoping for the best. It requires measuring your posts’ performance and pivoting your strategy to find what’s working for your audience.

With a Facebook analytics report, you can keep track of your page performance, from likes to comments and click-through rates. This helps you see which content resonates most with your audience and ensures you don’t waste time and budget on ineffective campaigns.

In essence, it offers a clear snapshot of what’s working and what’s not, allowing for a more targeted and effective approach on Facebook.

Bonus: Learn How to Optimize Your Facebook Business Page

Audience Insights

You know that understanding your audience is the foundation for any successful marketing strategy.

Facebook metrics go beyond basic demographics, offering deep insights into user behaviors, preferences, and even purchasing habits. By analyzing this data, you can create more personalized and relevant offerings.

Furthermore, this data helps you better segment your audience for more tailored advertising campaigns. Instead of broadcasting a generic message to everyone, you can speak directly to different audiences, addressing their unique needs and preferences.

ROI Measurement

As we talk about advertising, the Return on Investment (ROI) you get from your Facebook ads can’t be measured without Facebook analytics.

By tracking metrics like conversion rate, cost per conversion, and overall return on ad spend, you can assess the effectiveness of your campaigns. This not only justifies marketing expenditures but also provides customer insights.

With Facebook analytics, you can directly correlate your marketing efforts with actual sales and highlight your contribution to total revenue.

Now, without further ado, let’s begin with our long list of Facebook metrics that help you evaluate your brand performance.

Facebook Analytics: Basic Metrics

Remember that the following metrics can be found in any of Facebook’s native analytics tools.

Facebook Analytics Basic Metrics 1

Page Metrics

  1. Page Likes

Page likes represent the total number of users who like your Facebook page.

  1. Page Followers

Page followers are the total number of people following your page.

Post Metrics

  1. Post Reach

Post reach is the number of users who have seen posts of yours.

  1. Post Impressions

Post impressions are the total number of times your posts were displayed to Facebook users. However, it counts even if a post has appeared to a user more than once.

  1. Post Engagement

Basically, post engagement is the number of likes, comments, shares, and clicks on your posts.

  1. Post Engagement Rate

Post engagement rate is the percentage of people who engaged with your post after seeing it.

  1. Post Click-Through Rate (CTR)

CTR is the percentage of users who have clicked on your Facebook post after seeing it.

  1. Post Saves

This is pretty straightforward. It’s the number of times people have saved your post.

  1. Post Shares

Post shares represent the number of times users have shared your post.

  1. Post Comments

Another obvious metric. This is the number of comments on your post.

  1. Post Clicks

And post clicks are the total number of clicks on your post.

Facebook Analytics Basic Metrics 2

Video Metrics

  1. Video Views

Video views refer to the number of times your videos have been viewed.

  1. Average Watch Time

Average watch time is the average duration of video views.

  1. 10-Second Views

The 10-second views metric refers to the number of times your video was viewed for at least 10 seconds.

  1. Video Engagement

Similar to post engagement, it’s the number of likes, comments, shares, and clicks on your video.

Audience Metrics

  1. Page Likes and Follows by Age and Gender

Essentially, this is a demographic breakdown of your audience.

  1. Page Likes and Follows by Location

Here the location helps you see the geographic distribution of your audience.

  1. Page Likes and Follows by Device

This metric refers to the devices used by your audience to engage with your Facebook business page and content.

  1. Page Likes and Follows by Source

Finally, the page likes and follows by source metric shows where your audience came from. For example, organic search or paid ads.

This is our selection of the basic Facebook page analytics you should keep an eye on frequently.

Now, let’s dig a bit deeper.

Facebook Analytics: Advanced Metrics

The following metrics go beyond the number and figures of your Facebook page performance.  They uncover more insights into who your audience is, what content works better, and where there’s room for improvement in your social media marketing strategy.

Facebook Analytics Advanced Metrics 1

Sentiment Analysis and Trends

  1. Sentiment Analysis

Sentiment analysis is like uncovering the mood of online comments, figuring out if your audience is happy, angry, or somewhere in between. It’s a game-changer for understanding real customer feelings beyond just likes and shares. That’s why it’s a must-have metric in your social media report.

  1. Sentiment Trends

Sentiment trends are complimentary to sentiment analysis and work as the mood tracker for your brand over time. They show you how feelings change, maybe week by week or month by month to spot specific patterns or shifts in opinion.

Mentions and Engagement

  1. Mentions and Mentions Volume

Simply put, a mention is any online reference to your brand or products. The volume of mentions quantifies the frequency of these references and it’s an invaluable brand awareness metric.

  1. Engagement Rate

Engagement rate shows how many people interacted with your posts compared to those just seeing them.

  1. Top Hashtags

Basically, top hashtags are the trending topics in your niche. With hashtag tracking, you can spot which Facebook hashtags connect most with your audience and use them to increase your posts’ reach and engagement.

Competitor Analysis

  1. Share of Voice (SoV)

Share of Voice is the percentage of mentions your brand receives compared to your competitors online. So, if you’re aiming to highlight your brand’s visibility in the market in your next media monitoring report, SoV provides that exact metric.

Conversion Metrics (with Facebook Pixel)

  1. Conversions

Conversions refer to the number of completed actions (e.g. purchases, and sign-ups) of users tracked by the Facebook Pixel.

  1. Conversion Rate

Conversion rate is the percentage of link clicks from website visitors that result in a desired action from a Facebook link.

  1. Return on Ad Spend (ROAS)

This metric represents the revenue generated for every dollar spent on advertising.

  1. Add to Cart, Checkout Initiated, and Purchase Events

These advanced metrics measure specific actions on e-commerce websites.

Facebook Analytics Advanced Metrics 2

Ad Metrics

  1. Ad Clicks

It’s what it says: the number of clicks on your ads.

  1. Ad Impressions

This metric refers to the total number of times your ads were displayed.

  1. Ad CTR (Click-Through Rate)

This is the percentage of users who have clicked on your ad after seeing it.

  1. Ad Engagement

This is also the number of likes, comments, shares, and clicks on your ads.

  1. Ad Spend

Ad spend represents the total amount of budget spent on advertising campaigns.

Influence and Conversation

  1. Influence Score

The influence score measures the impact and authority a person — or brand —  has within a specific community on a social platform, like Facebook. It’s calculated based on various factors like engagement, reach, and followers and quantifies how likely they are to sway opinions or drive actions among their audience.

  1. Top Mentions

Top mentions are the number of your brand’s social mentions that score better in impressions, engagement, reach, and other metrics.

Audience and Location

  1. Audience Demographics

Fundamentally, audience demographics are the age, gender, and location of the users who engage with your content. But there are also various other audience demographics insights you can find depending on the social media analytics tool you use.

  1. Geographic Analysis

This is the geographic distribution of your audience to see where they are from which you can use for your hyperlocal social media marketing.

What is the Best Way to Check Facebook Analytics?

Let’s be honest, Facebook itself takes analytics seriously, offering a variety of native tools to marketers who want to keep track of their performance.

But the thing is that without a social media monitoring tool, you’ll end up missing many of the above metrics we covered.

So, we highly recommend you use a combination of Meta Business Suite — which practically replaced the official Facebook Analytics tool — Facebook Page Insights and Ad Manager with a social media monitoring tool, like Mentionlytics, to have an overview of your Facebook performance.

To be specific, Mentionlytics can scan Facebook — and all the other social media — for all your brand mentions, even in Facebook groups, and present them to you in a comprehensive social media dashboard.

Mentionlytics Performance Dashboard

After feeding the platform with all these mentions, you’ll instantly have the following metrics available, without any effort from your side:

  • Reach
  • Engagement
  • Top Mentions
  • Top Hashtags
  • Mentions Volume
  • Audience Demographics
  • Geographic Analysis of your mentions
  • Sentiment Analysis of your mentions (tagged and untagged)
  • Share of Voice for Facebook (and the whole web if you want)

With all these metrics and all the Facebook statistics from your native analytics, you can inform your strategy, pivot if necessary, and evaluate its success based on trustworthy social media data.

Start Analyzing Your Facebook Data

To wrap it up, Facebook analytics are essential if you invest time and resources in your brand’s Facebook presence.

To have all these metrics at hand, you shouldn’t limit yourself to just mastering the native analytics available.

Try Mentionlytics for FREE

You have to use a social media monitoring tool to measure all the metrics missing from the native tools. Try Mentionlytics for free now!

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.