This data was sourced from just over 25,000 Datablocks used to track Facebook metrics in Databox. (What is a Datablock?)

According to a study by EdgeRanker Checker, the average post on a Facebook Page has a clickthrough rate of 0.15%.

Put another way, a link that you post to your Facebook Page will need an average of 715 impressions to get one click.

Or, 99.85% of viewers will not click your post (on average).

Now, link clicks shouldn’t be the number one goal of your Facebook strategy, as depending on your budget and overall reach, you’d need a massive number of impressions to create any sort of click volume.

(Also, like both Amazon and Google, Facebook continues to evolve its product strategy in an effort to keep more users on the platform rather than click off to third-party websites.)

Consider that Facebook users can indicate their interest–and engage–through a like, reaction, share, or comment. Facebook has a robust analytics tool that allows you to跟踪指标on a post-by-post basis.

To understand which of these metrics are most popular for measuring the success of a Facebook marketing strategy, we looked at the most-tracked Facebook metrics from Databox users.

In total, that meant analyzing more than 25,000 Facebook metrics being tracked in Databox.

Here are the most-tracked Facebook metrics, with examples for how to track each one.

First, What’s a Datablock?

A Datablock is one block of data that, along with any number of other Datablocks, make up a single dashboard.

They’re customizable, resizable, and many of them are pre-configured so that all users need to do is drag and drop them to their dashboard to quickly visualize data.

All dashboards are made up of Datablocks. Here’s a quick video for how they work…

专家提示：您的广告活动的总体参与是什么？

是否要确保您的Facebook广告在正确的方向上执行和趋势？您应该跟踪几种类型的指标，从竞选活动到广告级别的参与，等等。

我们建议以下一些关注。

Cost per click (CPC):How much are you paying for each click from your ad campaign? CPC is one of the most commonly tracked metrics, and for good reason, as if this is high, it’s more likely your overall return on investment will be lower.
每千印象的成本（CPM）：如果您的广告印象很低，那么其他所有内容（CPC，总成本等）将是一个很好的选择。另外，如果您的印象很低，则目标可能太窄了。无论哪种方式，都必须在需要时跟踪和进行调整。
广告频率：How often are people seeing your ads in their news feed? Again, this could signal larger issues with targeting, competition, ad quality, and more. So keep a close eye on it.
Impressions:A high number of impressions indicates that your ad is well optimized for the platform and your audience.
Amount spent:Tracking theestimated amount of money you’ve spent on your campaigns, ad set or individual ad will show you if you staying within your budget and which campaigns are the most cost-effective.

Tracking these metrics in Facebook Ads Manager can be overwhelming since the tool is not easy to navigate and the visualizations are quite limiting. It’s also a bit time-consuming to combine all the metrics you need in one view.

我们通过构建一个plug-and-play Facebook Ads dashboard这需要你的数据并自动可视化the right metrics to give you an in-depth analysis of your ad performance.

有了这个Facebook广告仪表板, you can quickly discover your most popular ads and see which campaigns have the highest ROI, including details such as:

What are your highest performance Facebook Ad campaigns? (impressions by campaign)
How many clicks do your ads receive? (click-through rate)
Are your ad campaigns under or over budget? (cost per thousand impressions)
What are your most cost-efficient ad campaigns? (amount spent by campaign)
How often are people seeing your ads in their news feed? (ad frequency)

And more…

您只需单击几下即可轻松设置它 - 无需编码。

To set up the dashboard, follow these 3 simple steps:

步骤1：获取模板

第2步：Connect your Facebook Ads account with Databox.

Step 3:Watch your dashboard populate in seconds.

获取模板free

Top 10 Facebook Metrics Defined

Page Engagements

“页面订婚”指标计算了与您品牌的有机Facebook内容互动的唯一人数。其中包括任何喜欢，单击，评论和共享个人帖子的人。人们是否通过新闻源或页面本身找到了这些帖子并不重要。从技术上讲，它还包括通过Messenger与您的业务联系的人，尽管对于大多数品牌来说并不常见。

Also important- this is the total number of people that interact, not the total number of interactions.

This gives you an overall view of whether your posts are cutting through the noise of the News Feed. It’s a good holistic measurement of whether you are reaching the 99.85% of people that will not click the link.

推荐的Datablock：使用线图并打开比较。

Page Likes

This is the number of people that have “liked” your company’s page in a specified date range.

Likes are analogous to “follows” on Twitter or Instagram or email subscriptions. They are the only organic way to improve the reach of your posts over time. And, Facebook suggests your page in the feeds of people whose friends “like” your page. This creates an even bigger opportunity to reach people in the same demographics as your fans.

推荐的Datablock：A “Compare” datablock that includes page likes and unlikes.

Posts Published

This one is pretty easy- it’s the number of posts published through your page.

Sometimes, you can increase engagement by simply increasing the number of posts per week. Ah, if only it were always that easy. In other cases, you may need to spend less time cranking out volume and more time on creating clever content that will actually earn engagement.

Facebook is protective over News Feeds. If your page shows low engagement over time, it will be harder for you to appear in relevant News Feeds.

推荐的Datablock：Number Datablock with comparisons on.

Total Page Likes

这是“喜欢”您页面的人数。

Hopefully, this is trending upward over time, since your fans must manually click your page to “unlike” it. This is not a direct indicator of the reach of your posts, since past engagement history also plays a significant role.

This can be a significant asset if you plan on running Facebook Ads. You can either serve ads directly to this audience (if you believe they are not already customers), or you can use it to build a lookalike audience.

推荐的Datablock：Line graph with comparisons on.

Page Visits

This is the number of times that your page has been viewed by both logged-in and logged-out individuals. It could mean that people are seeing your posts and trying to learn more about your brand. Or, the page could even rank highly for a branded keyword on Google.

推荐的Datablock：Heatmap.

Page Reactions

This is the total number of reactions across all posts in a specified date range. Reactions are usually more common than comments or shares.

推荐的Datablock：Bar graph with comparisons on.

页面分享

这是指定日期范围内所有职位的股票总数。尽管这些通常比反应更有价值，但它们也很难赚钱。Facebook用户对共享内容很敏感。一些公司运行赠品以激励共享。

推荐的Datablock：Bar graph with comparisons on.

Video Views

This is the number of video views over 3 seconds in length across all your videos.

This year (2018),Facebook admitted that it prioritizes video in its algorithm，额外强调现场视频。如果您可以创建视频内容，那么您就有更大的机会进入新闻源。

推荐的DataBlock-Line graph with comparison on.

Page Comments

This is the total number of comments across all posts in a specified date range.

One way to drive more comments is to ask an open-ended question in your post. But, it will need to be timely and provocative, since viewers will see the questions while they are absentmindedly scrolling through their feed.

推荐的Datablock：Line graph with comparison on.

Page Clicks

This is the total number of people that have completed a “consumption event” over the specified date range. What’s a “consumption event”, you ask? Here are the options:

Link click
Photo view
Video Play
Clicks within Stories

In other words, the clicks that are not “engagements”, which was our #1 metric. Since this is the 10th most popular metric, marketers are reacting to low clickthrough rates by focusing on engagement rather than clicks.

推荐的Datablock：Page summary table with comparisons on.

如何衡量Facebook营销的投资回报率

Okay, so post engagements seem to be the most popular KPI, with 5 of the top 10 metrics falling in that category alone.

That’s great for social media marketers just trying to start conversations. But, if you are thinking that these metrics seem pretty disconnected from generating revenue, I agree with you. How the heck do page engagements translate to sales?

在我们的指南中measuring social media ROI，许多专家都在这个问题上加重了这个问题。大多数专家使用Google Analytics（分析）和HubSpot之类的工具提出了类似于Growth Hackers的Jonathan Aufray的内容，因此简洁地说：“您需要确保从社交媒体中获得的流量有针对性和合格。然后，您需要找出这些访客是否转化为潜在客户，最后，这些潜在客户是否使用社交媒体仪表板。”

In short, if you’re serious about using Facebook to grow your revenue, you need to use analytics data from other tools too. I’d recommend starting with ourfree Google Analytics Social Media dashboard.

Do you have any other metrics that are essential for measuring your success as a social media marketer? Let me know in the comments.