Table of Contents

Brand awareness metrics

Ad metrics

Video metrics

Keep track of all your essential Facebook metrics in one place

The Most Important Facebook Metrics You Should Track


Undoubtedly, Facebook is one of the largest social media platforms in the world. In the third quarter of 2022, over 1.9 billion people were on Facebook daily. These large numbers of users have made Facebook a powerful tool for businesses to connect with customers and grow their brands.

To measure your Facebook marketing efforts, it's important to track key metrics. By understanding and monitoring these metrics, you can gain valuable insights into the effectiveness of your Facebook strategy and make informed decisions to improve your performance on the platform.

We have helped you cut out the noise on vanity metrics like likes and followers and selected the most important ones to track if you are measuring growth. For easy reference, we have divided the essential metrics into three categories: brand awareness,  advertising, and video.

Let's dive in!


Brand awareness metrics

Brand awareness metrics are measures of how well-known a brand is among consumers. They provide insight into how well a brand is known and how likely it is to be considered by consumers when making purchasing decisions.


Reach is a metric that measures the number of unique people who have seen a particular piece of content on Facebook. This can be a post on a Facebook page, an advertisement, or even a sponsored post. Reach is an important metric because it allows you to see how many people your content is reaching, which can help you determine the success of your marketing campaigns.

To measure reach on Facebook, you can use the Facebook Insights tool. Here are the steps:

  1. Go to your Facebook page and click on the "Insights" tab in the top menu.
  2. In the left menu, click on the "Overview" option to see your page's performance summary.
  3. If you want to see the reach of a specific post, click on the "Content" tab in the left menu and you can find the reach right next to each post.

You can also use the "Export Data" button in the top right corner to download a detailed report of your page's reach and engagement over a specific time. This will give you more detailed and granular insights into your page's reach and how it has changed over time.

Engagement Rate

Engagement refers to users' level of interaction and involvement with a particular piece of content on the platform. This can include actions such as likes, comments, shares, post reactions, as well as link clicks within the post.

Engagement is a crucial metric for brands on Facebook because it helps them understand how well their content is resonating with their audience and whether or not it is effectively driving brand awareness and engagement. High engagement levels indicate that a business is effectively reaching its target audience and creating resonating content, while low engagement levels indicate that there may be a need to adjust its content strategy.

To calculate the engagement rate of your content on Facebook, follow these steps:

  1. Go to your Facebook page and click on the "Insights" tab.
  2. In the "Overview" section, you will see a metric called "Engagement" that represents the total number of likes, comments, and shares your page has received in a specific time. 
  3. Divide the total number of engagements by the total number of followers your page has to calculate the engagement rate. For example, if your page has 100 followers and received 200 engagements, the engagement rate would be 200/100 = 2%.

Note that the engagement rate may vary depending on the type of content you post and the time of day you post it. It is essential to regularly monitor and analyze your engagement rate to understand what types of content and posting strategies are most effective for your page.


Impressions measure the number of times your post or ad has been displayed on users' screens, regardless of whether they have clicked on it. They are essential because they help you understand how often people see your content on the platform. This is an important metric because it gives you an idea of how well it performs in terms of visibility.

In addition to helping you understand the reach of your content, measuring impressions can also give you an idea of how engaging your content is. If you have a high number of impressions but a low number of clicks or engagements, it could be a sign that your content needs to be resonating with your audience. In this case, consider changing your content or targeting to appeal to your audience better.

Overall, measuring impressions is an integral part of understanding how well your content is performing on Facebook and can help you make better decisions about your marketing strategy.

Page views

Page views is an important Facebook metric because it can provide insights into the overall reach and visibility of their content on the platform. The number of page views a post or page receives can indicate the level of interest and engagement that users have with that content and can help you understand how well your content is resonating with your audience.

Page views can also provide insights into the performance of paid advertisements on Facebook. By analyzing the number of page views an advertisement receives, you can determine the effectiveness of your ad campaigns and make adjustments as needed to improve their performance.

Tracking page views can help you refine your social media marketing strategy and improve the effectiveness of your posts. It can also help you understand your audience better. By analyzing the demographics of those viewing your page, you can better tailor your content to target your audience. This can help improve engagement and ultimately drive more sales.

Generally, by analyzing page views, businesses can gain valuable insights into their audience, refine their strategy, optimize their content to drive more engagement and conversions on the platform, and improve their page performance. 

Share of voice (SOV)

"Share of voice" is used to describe the percentage of Facebook that is exposed to your brand’s content, compared to the content of other brands in the same industry. It is a way of measuring the visibility and presence of your brand on Facebook, and how well it is able to compete with other brands for attention.

It can also refer to the percentage of people who are talking about your brand on Facebook, compared to other brands in the same industry. For example, if your business is mentioned in 100 Facebook posts, and your competitor  is mentioned in 200 posts, then they have a higher share of voice on Facebook.

It can be calculated using a variety of metrics, including the number of mentions of a brand's name, the number of shares or likes of a brand's posts, and the number of comments on a brand's posts. For example, if a brand has 500 likes on a Facebook post, and the total number of likes on all posts in the same industry is 1000, then the brand's SOV on that post would be 50%.

SOV on Facebook can be a useful metric for businesses and marketers to track, as it can provide insight into how well a brand is performing on the platform compared to its competitors, and how effective its marketing efforts are at generating buzz and engagement.


Growth is a Facebook group metric that measures the increase in the number of members or followers of the group over a specific time. This metric can measure the success or popularity of the group and its content and track how well the group performs compared to other groups within the same niche or industry. It can also be used to identify patterns and trends in the group's growth and to make strategic decisions about continuing to grow and engage with the group's audience.

A growing group is likely to be engaging and relevant to its members, which can attract new members and retain existing ones leading to increased interactions and discussions within the group, further enhancing its value and relevance. Additionally, growth can be used as a benchmark for comparing the performance of different groups and identifying areas for improvement.


Ad metrics

Facebook ad metrics are used to evaluate the effectiveness and performance of advertisements on Facebook. These metrics can help you understand how well your ads are performing and make adjustments to improve the performance of your campaigns.

Click-through Rate (CTR)

CTR is a metric that measures the number of clicks your Facebook ads receive divided by the number of times those ads are shown, or "impressions." This metric is important because it shows how well your ads engage users and get them to take action. A higher CTR generally indicates that your ads are relevant and appealing to your target audience, which can improve your return on investment (ROI) on Facebook advertising.

Additionally, a high CTR can also help improve your ads' relevance and quality, which can lead to better performance and lower costs over time. Measuring and tracking your CTR can also help you to identify trends and patterns in your ad performance, which can inform future advertising strategies and tactics.

To calculate the click-through rate (CTR) for a Facebook ad, you will need to know two things: the number of times Facebook showed your ad (i.e., the number of impressions) and the number of clicks it received. Once you have this information, you can use the following formula to calculate the CTR:

CTR = (Number of clicks/number of impressions) * 100

For example, if your ad was shown 200 times and received 50 clicks, the CTR would be 25%.

Cost-Per-Click (CPC)

CPC is a metric used in Facebook advertising that measures the average cost of each click on an advertisement. This information can be helpful for marketers to understand the effectiveness of their ads and the value they are getting for their investment. By analyzing your CPC, you can adjust your ad targeting, bidding strategy, and ad creative to improve the performance of your campaigns.

CPC is calculated by dividing the total cost of the ad campaign by the total number of clicks received. For example, if you spend $1000 on a Facebook ad campaign and receive 250 clicks on your ad, your CPC would be calculated as follows:

CPC = $1000 / 250 clicks = $4

This means that, on average, you are paying $4 for each click on your ad. To find the Cost-per-Click (CPC) in Facebook Ads, follow these steps:

  1. Go to your Facebook Ads Manager and select the ad campaign for which you want to find the CPC.
  2. In the campaign dashboard, click on the "Ad Set" tab.
  3. In the ad set dashboard, click on the "Ad" tab.
  4. Scroll down to the "Performance" section and look for the "Avg. CPC" metric. This will show you the average cost-per-click for the selected ad campaign.

Cost Per thousand Impressions (CPM)

CPM is a measurement used in advertising to determine the cost of an ad campaign based on the number of times an ad is shown to users on the platform. It allows you to understand the effectiveness of your ad campaigns, make adjustments to optimize your ad spend, and ultimately maximize your ROI on your campaigns.

By measuring CPM, you can determine the most cost-effective way to reach your desired audience and ensure that the right people are seeing your ads at the right time. You can also use it to compare the performance of different ad formats and placements, allowing you to determine which ones provide the best value for your money. Tracking CPM will generally help you make informed decisions about your ad budgets.

To find the CPM on Facebook ads, follow these steps:

  1. Log in to your Facebook Ads account and navigate to the Ads Manager.
  2. Select the ad campaign that you want to find the CPM.
  3. Click on the "Breakdown" tab and select "Placement" from the drop-down menu.
  4. Click on the "Facebook" placement to view the CPM for your ad on Facebook.
  5. The CPM will be displayed under the "Avg. CPM" column.

Alternatively, you can calculate the CPM for your ad campaign by dividing the total ad spend by the number of impressions and multiplying the result by 1,000.

Cost Per Acquisition (CPA)

CPA is a metric that measures the cost of acquiring a new customer or user through Facebook advertising. It is a useful metric for marketers to evaluate their Facebook advertising efforts' effectiveness and efficiency in driving conversions and acquiring new customers. 

By tracking CPA, you can optimize ad targeting, improve ad copy and creative, and adjust bidding strategies to maximize return on investment. Additionally, monitoring CPA can help you identify areas where they are overspending and make necessary adjustments to your campaigns. 

To calculate CPA, you must first identify the amount of money spent on the Facebook campaign and the total number of conversions generated by the campaign. Then, divide the total spend by the total number of conversions to get the CPA (Cost per Acquisition). For example, if a campaign spent $100 and generated 10 conversions, the CPA would be $10.


Frequency is a Facebook ad metric that measures the number of times your ad is shown to the same user. This metric is important because it can help you understand how effectively your ad campaign reaches your target audience.

A high frequency shows that many people are seeing your ad, which is good, especially if you are trying to increase brand awareness. However, a high frequency can also mean that the same people are seeing your ad repeatedly, which can lead to ad fatigue and make your ad less effective. 

On the other hand, a low frequency can indicate that your ad is not being shown to enough people, making it less effective at achieving your advertising goals. In general, it's essential to aim for a high enough frequency to reach many people but not so high that it becomes annoying or ineffective.

Measuring frequency can also help you understand how well your targeting is working. For example, suppose you're targeting a particular demographic or interest group. In that case, you can use the frequency metric to see if your ad is being shown to people who are likely to be interested in your product or service. You can then use this information to refine your targeting and improve the effectiveness of your ad campaign.


Video metrics

These metrics help determine a video's popularity and effectiveness and provide insights into the audience's interests and preferences. They can also be used to optimize the content and distribution of videos and to measure the return on investment of video marketing efforts on Facebook.

Audience retention

Audience retention is a metric that measures the percentage of viewers who continue watching a video until the end. It is an important metric because it provides insights into the engagement and relevance of a video. It can be used to optimize the content and distribution of videos and to measure the effectiveness of video marketing efforts on social media platforms.

Audience retention is calculated by dividing the number of viewers who watched a video until the end by the total number of viewers who started watching the video. For example, if a video has 100 views and 80 viewers watch until the end, the audience retention would be 80%. 

High audience retention indicates that a video is exciting, engaging, and likely to retain the viewer's attention. You can identify trends in videos with high retention to narrow down the exact things your viewers love. Low audience retention, on the other hand, indicates that a video may be dull or irrelevant and is likely to lose the viewer's interest. This can be used to identify potential problems with the content or distribution of the video and to make changes to improve its performance. 

Video engagement

Video engagement is a Facebook metric that measures viewers' level of interaction and participation with a video. This can include actions such as liking, sharing, commenting, and reacting to a video and watching a video for a certain amount of time.

Video engagement is an important metric because it provides insights into a video's level of interest and relevance to its audience. A high engagement level indicates that the video is engaging and resonates with viewers, which can help to increase its visibility and reach on the Facebook platform. By tracking video engagement, marketers can optimize the content and distribution of their videos and measure the effectiveness of their video marketing efforts on Facebook.

Keep track of all your essential Facebook metrics in one place

Tracking key Facebook metrics is crucial for the success of any business on the platform. However, with so many metrics to choose from, you can need help understanding them all and identifying the key indicators that you need to help you evaluate your brand's performance more effectively. 

Narrative BI gives you a holistic view of all your key metrics in simple, easy-to-understand reports delivered directly to your inbox. With our Facebook Ads analytics integration, you can easily track your campaigns and find hidden targeting insights that you can share with your team and clients. Connect your Facebook account today.

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