Facebook Metrics: Why You Need to Rethink How You Analyze Engagement
There is no shortage of ways to analyze how your Facebook page is performing. Their analytics platform, Facebook Insights, has hundreds of different metrics to choose from, which can take things from helpful to overwhelming. How are administrators supposed to know which numbers are the most valuable?
Organic reach is decreasing, and KPI darlings like page likes and post reach aren’t technically measuring engagement so much as they’re measuring reach. When it comes to getting an accurate picture of how well your content is really doing with users, marketers need to start looking at some of the other metrics available —like page engagement rate and post engagement rate.
- “People Talking About This” (PTAT): This popular metric accounts for interactions that create stories to display in users’ News Feeds (including post likes, comments, shares, page mentions and page likes) over the last seven days. It’s useful for a high-level snapshot, but it’s too ambiguous and inconsistent. The individual numbers that make up PTAT are often more useful as standalones.
- Page Engagement Rate: This is generally calculated as the number of post likes, comments and shares divided by the total number of page likes. However, Intouch also accounts for the number of unique engaged users to get a better idea of just how many users are interacting.
- Post Engagement Rate: Facebook calculates this number by taking the number of post likes, shares and comments and dividing it by the number of people who saw it. This lets marketers see what types of content spur users to interact, regardless of whether the user is already a fan of the brand and likes the brand page.
It’s easy to get caught up in the race for numbers — 10,000 page likes or 5,000 post views — but quality is often better than quantity. Sure, it’s great to have a broad reach, but what use are all those eyes on your content if they’re not engaging with it? If they aren’t being inspired to interact with your brand? Pharma marketers need to look beyond the traditional KPIs and start setting benchmarks for new metrics. Things like page engagement and post engagement can be better indicators of success and offer new insight into how best to drive your Facebook presence in the future.