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Facebook Metrics

According to Statista, there are approximately 2.9 billion individuals using Facebook every single day.  

Facebook still reigns supreme when it comes to social media marketing, despite the fact that many companies and brands are switching to other social media platforms. 

There are various opportunities for businesses on this social media site, from its potent advertising options to Facebook groups.  

Monitoring your Facebook analytics is the best approach to keeping an eye on your Facebook presence, which aids in attracting new clients and expanding your business. 

The number of times your advertisement or other material was viewed on a user’s screen is shown by Facebook impression analytics. You can use Facebook insights or a third-party analytics tool to monitor this Facebook indicator to see how many people have seen your post.

We have listed below what are the fundamental and key points that you need when it comes to Facebook metrics.

1. Engagement rate

The Facebook engagement rate is calculated by dividing the total likes, comments, shares, and reactions received by the total number of page followers. You can see from this how many interactions each piece of material you upload receives. The greater this number, the more probable it is that future posts will generate more engagement. 

What is a good Facebook engagement rate? 

So, what constitutes a high Facebook engagement rate? According to who you ask, of course. Hootsuite estimates that in 2023, status updates will have an average engagement rate of 0.11%, compared to 0.08 for videos and 0.12% for images. 

How do you calculate the engagement rate on Facebook? 

The total engagement (reactions, comments, and shares) divided by the number of posts the page publishes yields the average engagement rate per post by reach on Facebook. After then, the outcome is multiplied by 100 and divided by the overall reach. 

2. Reach

The number of individuals that viewed any content from or about your Page is known as the “reach.” This statistic is hypothetical. Impressions represent the number of times any material from or related to your Page has appeared on a user’s screen. We adjust the organic impressions measure to take into account new goods and Facebook modifications. 

The Meta Business Suite also has access to your reach statistics. 

3. Impressions 

The number of times your advertisement was viewed on a user’s timeline on Facebook, Instagram, or the Audience Network is known as Facebook impressions. Because it indicates whether your advertisement is compelling, this number is crucial for social media marketers to monitor. 

How many impressions are good on FB? 

If you want your audience to remember your ad more, 1-3 impressions per user generally perform effectively. The cost per mille (CPM) can be a significant factor in choosing the ideal number of impressions for your adverts. CPM is the preferred method for buying Facebook ads. 

You can use Facebook insights or a third-party analytics tool to monitor this Facebook indicator to see how many people have seen your post. 

By doing the following, you can also check the Facebook impressions metric in Facebook Insights:   

  • Visit your Facebook company page.   
  • Look for the “Page Insights” button in the “Manage Page” sidebar.   
  • The “Posts” button can be accessed from the screen’s left sidebar.  
  • Change to “Impressions: Organic/Paid” from “Reach: Organic/Paid.” 

Facebook impressions are divided into two main categories, similar to Reach:  

  • Organic is a Facebook indicator that indicates how frequently people have seen your content for free in their News Feed.  
  • Paid is a Facebook metric that tracks how frequently users came across your material on their pages if you paid for it to appear there. 

4. Follower’s growth

A Facebook page’s weekly growth rate is 0.64% on average. Accordingly, a fan page with 1,000 admirers will add roughly 25 new fans each month, which is rather slow compared to the greatest fan pages, or the top 10%, which have a growth rate of 2.22% each week, or an increase of about 88 fans per month.  

  A growing page indicates that more people are engaging with and liking your material. 

It’s crucial to track not only the number of new followers you gain but also the number of followers you’ve lost over a certain time frame.  

Keep in mind that since this information is not included in the native app, you can only measure Facebook follower growth by using a social media analytics platform. 

How do I see “follower growth” on Facebook? 

Access your Page. At the top of your Page, select Activity. Tap Followers after scrolling down. The number of new followers for your Page, separated into paid and non-paid followers, may be seen here. 

There are many strategies to increase the number of people who follow your Facebook page, from influencer marketing to Facebook adverts. You can always draw more Facebook visitors to your page by using eye candy and short pieces of content. 

5. Click-Through Rate (CTR)  

The entire number of clicks on your advertisement is divided by the total number of impressions it receives to determine your CTR. Your CTR would be 5%, for instance, if there were 5 clicks and 100 impressions. 

The high click-through rates produced by Facebook advertising are what entice advertisers to spend enormous sums of money there.  

Actually, statistics show that Facebook is the social media site that generates the highest CTR for both paid and organic posts. 

As our most recent Facebook vs. Instagram ads study showed, social media managers should keep in mind that when it comes to CTR, Facebook advertisements perform better than Instagram ads. 

Data indicates that Facebook advertisements really have four times greater CTR than Instagram ads.  

When examining your Facebook ad strategy and these Facebook analytics, it’s critical to realise that both ongoing optimisation and thorough research are crucial.  

The Facebook video feed is in second place in terms of average CTR.  

To really dive into the details of the data, Facebook CTR metrics also demonstrate that the Facebook right column and Facebook Stories are the least effective forms of Facebook advertising. 

6. Cost per Click (CPC)

What was the final cost of that conversion, all things considered? Divide the total cost of your social media marketing campaign by the number of clicks you receive.  

If you run Facebook advertisements, the cost-per-click measure, or CPC, is one that you should pay close attention to. 

A thorough analysis of your Facebook ads data is essential for a complete, impenetrable Facebook strategy report because many firms devote significant budgets to Facebook advertising.  

Additionally, the CPC for Facebook video feeds is lower than that for Facebook feeds or Facebook right column. 

7. Cost per Thousand Impressions (CPM)

The term CPM, or “cost per mille,” refers to the price per thousand impressions (the Latin word “mille” means “thousands”). CPM stands for cost per thousand impressions, or the typical sum you pay each time a thousand web browsers load your advertisement. 

Our most recent examination of Facebook ads offers advertisers some useful CPM information. Regarding average CPM, the Facebook feed comes in second to Facebook video feeds.   

The Facebook right-column ad has the lowest CPM, and Facebook Stories are the next in line. 

8. Best time to post

According to Hootsuite’s analysis of 30,000 social media posts, Tuesdays and Thursdays between 8 a.m. and noon are the best days to post on Facebook. When scheduling these publishing times, you must, of course, take into account the various time zones where your audience is located. 

A recent study found that weekend-produced material has a 25% greater engagement rate than weekday-produced content. 

9. Video views 

If you’re curious about this metric, use a computer to access your Facebook profile and select Videos. To view the videos you’ve uploaded, first, click the Your Videos tab. Then, pick a video to view the amount of views.  

How are views on Facebook videos counted?  

What Exactly Is a Facebook Video View? Any video that automatically plays for more than three seconds is considered a Facebook video view. The user still counts as a view even if they don’t start the audio.   

You have two choices when using Facebook Insights: to view the overall performance of your videos or to view specific video data.  

You can always utilise another analytics tool to gain more insights in addition to using Facebook’s native analytics to track your brand’s development. 

According to a Facebook analysis by Socialinsider, vertical videos perform better in terms of interaction than landscape videos when used to advertise a business.  

10. Audience adherence

Facebook video analytics includes a number called audience retention. This stat reveals the duration of a user’s video viewing.  

You may then see which videos your followers interacted with the most.  

If you find that a particular kind of video is better suited for your audience, this Facebook measure helps you modify your social media approach.  

Low audience retention indicates either excessive length or insufficiently interesting content in a video. 

Your videos’ duration and, in some situations, their material may need to be changed.  

“Video retention” on Facebook is defined as “the amount of time viewers spend watching the videos you publish to your Page.” 

This Facebook indicator reveals the amount of time a video manages to hold a viewer’s attention.  

This crucial number should be closely monitored because it can give you more insight into how long viewers are spending watching your videos and when they typically stop. 

11. Mentions 

A Facebook mention happens when you publish a post or comment and specifically reference an individual or page by name. The referenced party is alerted that they were mentioned, and a blue link to that page or profile appears in place of their name.   

You can track Facebook page mentions with Socialinsider directly from your Facebook analytics dashboard.    

How Do You Mention Facebook Users? 

As long as you capitalise and start spelling a friend’s name correctly, it’s usually as easy as beginning to type their name and letting Facebook recommend the person you want to mention.  

What happens, though, if you want to name a person who isn’t a friend? You may then employ the @ sign.  

You will immediately see a list of persons with whom you may or may not be connected when you write @ followed by the first few letters of a name, such as “@trudy”. 

12. Followers demographics  

Knowing where your audience is from will help you tailor your message, tone of voice, and material to meet the needs of each individual following.  so, looking at follower demographics like gender, geography (country or even city), and education will help you with this.  

According to Statista, young male users between the ages of 18 and 24 make up 13.3% of all active Facebook users globally, compared to young female users who make up 9.3%. With this in mind, you can develop a Facebook strategy to draw in young people and produce content they will find interesting.  

However, it’s crucial to prioritise your own demographic.  

Keep the majority of your material tailored for that particular age group while also providing some pieces aimed to appeal to the younger section if your demographic is made up of persons over 25, or even over 30. 

Check out the demographic information for those who like your page.  

  • To view demographic information about visitors to your page:  
  • To access your Feed, click Pages in the menu on the left.  
  • Upon arriving at your Page, select Insights from the left menu.  
  • On the left, click People.  
  • To view the percentage of individuals who like your Page by age, gender, country, town/city, and language, click the Your fans area. 

Find out when the Facebook users who like your page are online. 

You can get information about the time that Facebook users who like your Page are online:  

  • Click Pages in the left menu to access your Feed.  
  • Upon arriving at your Page, select Insights from the left menu.  
  • On the left, select Posts.  

You may view information from a recent one-week period regarding the days of the week and hours that individuals who like your Page are on Facebook in the When your fans are online area. 


The first stage in developing your social media marketing plan is identifying your target demographic. For the purpose of creating good material, constant monitoring is also required. 

If you are looking for assistance with your Facebook business, get in touch with us here at one2one digital.