While social media is an extremely effective form of marketing, there’s something that always surprises me: the number of businesses I encounter that don’t monitor their social media activity’s performance!
And when I say monitor, I mean really monitor – keeping weekly reports, comparing one week to another, taking findings from the reports and then acting on them. The reason it surprises me so much is because it’s so easy to do!
Monitoring your content’s performance on Facebook is imperative to its success. If you’re not tracking how many people you are and aren't reaching, it’s very hard to improve your strategy. You need to be able to look over your page’s performance week after week and see what’s been working and what hasn’t.
That's why I've created this helpful guide. I'm going to show you in 10 simple steps how to build a Facebook reporting system that's no nonsense and easy to use.
Here are the metrics we’ll be looking at
As you export data from Facebook Insights, the first thing to cross your mind might be ‘Woah! That’s a lot of data!" -- And you're right. It's a lot to absorb in one spreadsheet, but most of it's just noise. I'm going to help you get the figures that really matter.
These are the stats you want to be tracking:
- Likes: This is the number of new Page Likes your page gains each week.
- Reach: This the number of people who see any content associated with your page. The operative word here is any. This is saying that if somebody checks into your page, those stats will also appear here, meaning all figures aren’t only attributable to the content you share.
- Impressions: This is the number of impressions any content associated with your page sees. Another way to describe it is the number of times the people you reach see any content associated with your page.
- Consumers: This the number of people who clicked on any of your content. The operative word here is your. With reach and impressions, statistics are connected with any content associated with your page. With consumers (and consumptions), statistics are associated only with the content your page shares.
- Consumptions: The number of clicks on any of your content. Another way to describe this is the number of times people (consumers) have clicked on any of your content.
Track all the above stats every week and then put them into a report and you’ll see what’s working best on your page.
Step 1 – Exporting your data
* Please note that this is a report range from a Sunday-Saturday. Weekly reports like these are the only real way to monitor your results.
The first thing you need to do is visit Facebook's 'Insights'. To get here, log into your page's admin account and click on 'Insights' up the top of the page.
Now click on 'Export Data'.
The first date range we're looking for will always be the first week of that month.
As this is a report for October, the first date range to export is from Sunday, October 2nd to Saturday, October 8th. But if you were to choose these exact dates in Insights, chances are you won’t get the data to match the date range. Instead you’ll get data from approximately October 1st-7th. I know it's odd, but due to an old Facebook Insights bug, that’s just the way it is. Instead, choose the day before you want your report to begin and the day after the report ends.
So something like this:
You will see that there are three data type options. Make sure ‘Page Data’ is the one that’s selected (as you can see on the left of the above screenshot).
Now export your data. Depending on what day of the week it is, Facebook may or may not give you the correct date range. If it gives you data for an incorrect date range (which it probably will), remove lines for the dates you don’t require. This will leave you with a report that starts on Sunday, October 2nd and ends on Saturday, October 8th.
The report you’re going to use to detract data from should look like this:
Again, I know it looks intimidating at first glance, but from here it's quite simple.
Step 2 – Get the ‘Likes’ figure
Now you want to examine how many daily 'likes' you've received. To see those, look to the second column of data in the report you’ve just exported from Facebook titled ‘Daily New Likes’. Select each cell for each day and get the total figure (the sum total here is 19, as you can see in the bottom right).
Step 3 – Open a blank spreadsheet to create your personal report
Create a new, blank spreadsheet and then a table in which to enter your data. Break it down by listing the categories mentioned earlier, and then enter the data. It should look something like this:
Step 4 – Get the ‘Reach’ figure and update your new report
In the Facebook Insights report, locate the data for 'Total Reach'.
You’ll see this is broken up into Daily, Weekly and 28-day total in terms of date range.
For this piece of data, we’re looking at the 'Weekly Total Reach' column. The figure for our new report is of the number of people reached in the week before the last date in this column (in this case, that would be October 8th).
Important: don't add the Daily reached figures. Some of the people in those figures might be from multiple days. To avoid adding the same people twice, we only pay attention to the Total Reach for this report.
After you’ve taken the figure (in this case 12,748), it’s time to get the next figure – impressions.
Step 5 – Get the 'Impressions' figure and update your report
In the Facebook Insights report, locate the Impressions statistics. Again, this is broken up into Daily, Weekly and 28-day total but also Total, Paid and Organic. That way you can tell what was brought in freely or from paid reach.
This time we’re adding up each of the Daily Total figures like so:
The figure here is 30,462.
The reason we’re adding up each of the 'Daily Impressions' figures here is that we’re looking for the number of times, not number of people. So if the one person has seen content 100 times, we need to track it! Take the figure and update your report.
Step 6 – Get the 'Consumers' figure and update your report
Find the 'Consumers' data in your report. It will be broken up into Daily, Weekly and 28-Day. We're looking for number of people, not number of times so locate the Weekly Total Consumers and take the figure from the end of the week (October 8th).
You can see here that this figure is 1,828. Populate your report with this figure.
Step 7 – Get the 'Consumptions' figure and update your report
Next to the Consumers data is the Consumptions data. As we want the number of times people have clicked on data, add up all the daily figures. You can see from the below image that it comes to 6,074.
Step 8 - Update your report with the data
Simply add the data to your report. It should look something like this:
Step 9 - Repeat for remaining weeks
Now do the same again for weeks two (Sun 9th – Sat 15th), three (Sun 16th – Sat 22nd) and four (Sun 23rd – Sat 29th) of October. Your report should look a bit like this:
Step 10 – Create the charts
Select the relevant data in your report, click on 'Charts' and create charts/graphs to your liking. Once you do you’ll be able to create something that looks like this:
Continue doing this with the other bits of data and there you have it – a weekly Facebook report tracking your page’s performance!
Using this step-by-step guide, you now have no excuse not to start keeping a report that will display your page’s performance in an easy-to-digest report. It may seem like a lot of work, but believe me – it isn’t. Once you get the hang of it, it will completely simplify your reporting and keep your social media strategy organized.
Do this every Monday or Tuesday for the next couple of months and it will soon become a part of your weekly reporting routine. As a result, your Facebook marketing efforts will benefit greatly.
Get even more insight about how to build a solid social media plan with our guide for tour and activity providers.
Written by Colm Hanratty
Colm is Founder and Managing Director of digital marketing agency Sixtwo Digital. After running Hostelworld.com’s content and social media for almost 11 years he felt it was time to branch out on his own, using all his experience to educate others in the travel space.