Five Top Metrics You Should Be Tracking on Facebook

There’s a wealth of social media data available at one’s fingertips, but tapping into only the right data can be real time saver, says Joe Ciarallo, VP of communications for Buddy Media. “It’s important to figure out what it all means without looking at every piece of data in a spreadsheet,” says Ciarallo. Here are Buddy Media’s top five Facebook metrics:

  • Metric #1: Tab Views: The tab view metrics let you know how many people are seeing your custom content. If your daily tab views are significantly lower than your daily fan increases, you’ve got users going to the wrong place.

  • Metric #2: Engagements: Engagements can be a “click to play” video or a poll vote—they are the equivalent to “Add to Cart” on a typical Web site.

  • Metric #3: Clicks: There should be several opportunities for users to click through to your Web site for more information, purchase or to register for something. These outbound links should be tagged with tracking codes from your analytics platform.

  • Metric #4: Submits: Submits are the social equivalent of conver- sions. If you can get users and fans to share content with their friends via News Feed postings, then you have achieved success.

  • Metric #5: News Feed Impressions: If you track and analyze the success metrics from your News Feed messaging, you’ll be able to see how many times a day your content is hitting the feed, and the percentage of users who are actually interacting with that content. Anything over 5% feedback is good. 

PR News subscribers can read about about how the American Heart Association used Facebook and tracked data as part of its 2010 Ideal Health campaign in the case study: "Tips-Based Personal Engagement Breathes Life Into American Heart Association’s Ideal Health Campaign."

For more on measurement strategies and other information, trends and best practices about Facebook, register for PR News’ Facebook Conference in Washington, D.C., on Dec. 1.


Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.