Why You Need a Dashboard for Facebook
As a Facebook account manager for your clients, you fall into one of two categories. Either you spend a lot of time generating reports, or way too little. Whichever group you fall into, a great way to find a neutral ground is with a dashboard.
The problem with the Facebook native analytics is the overwhelming volume of data thrown at you all at once. The data overload makes it hard to know what to focus on and if your social media marketing efforts are working well.
While having a lot of information is great, most times you may just want to figure out how you're doing in specific areas. That's why using a real-time dashboard can boost the effects of your strategies and help you create relevant reports for your clients on time.
This dashboard gives clients updates in real-time, but also check out our Facebook report template which can be sent periodically.
7 Sections Included In The Template
1. Audience Growth
This is an obvious metric to watch closely, as your client would probably want an upward growth trend on their account. But why is this important? Tracking audience growth is what helps you determine how many people you are getting across to and if you are reaching the right people.
The great thing about this metric is that it's linked to the easiest number to monitor on Facebook as you can easily see your audience size by how many likes the page has. You need a reliable way to measure how that number changes over time and report to your clients.
With our marketing dashboard, you can keep track of your client's audience growth over time by viewing the page like numbers monthly, weekly or daily.
Using this data, you can look out for months, weeks or days that you had a surge of new likes in comparison to other days and find out for what was done differently to attract new people.
2. Likes by Country
Facebook is used globally, with 89% of monthly users residing outside the United States and Canada and over 50% of users having a native language other than English.
Such diversity can make it easier to locate your target audience or a bit more complicated.
For instance, if your client's customers are people who live only in the United States and the 90% of likes their page gets are from users in Asia, it means your strategy is wrong despite the following growth.
That is why this data is so important; you can see the true value of the page's following. Having 10,000 likes from people uninterested in what your client offers is equal to zero likes in terms of prospect quality.
3. Likes by Age
Tracking likes by age helps you determine who exactly is engaging with your content and if they are who you are aiming to reach. If your client's customers are primary 30 to 45-year-old women, but you're getting 80% of likes from 17-year-olds, you have an audience alignment problem.
You're attracting the wrong users with the kind of content you churn out. You'll need to adjust your Facebook strategy to start attracting the right audience.
4. Total Engagement
Engagements on Facebook include shares, reactions, comments and clicks on images, posts, videos and links. With the total engagement KPI, you can measure the effectiveness of your content and the kind of connection you're making with your client's page fans.
You can analyze and compare engagement over time, using your dashboard to see the total number of comments, likes, clicks, and shares the page generates monthly, weekly or daily.
This can help you and your client know what content is appealing to their target audience. If fans are not engaging with the page as expected you need to realign your content strategy to match their desire. The total engagement will reveal your overall performance and not just what users think of individual posts but will give you information on how your page is viewed by users.
5. Engagement by Type
There are various types of engagement on Facebook, including negative ones such as users hiding your posts. This is why it's crucial to know what kind of engagements the page you manage is attracting.
If after analysis you find that certain posts of a particular structure or type get a lot of negative engagements, you may need to revisit the content and restructure it.
Positive engagements also need to be analyzed, as certain types can show deeper levels of interest than others can. When fans take their time to comment on your page posts it reveals that they found the subject posted about relevant and interesting enough to talk about.
If users go the extra mile and share your content it also reveals a much deeper commitment to what you churn out.
6. Total Reach
Facebook total reach metric refers to how many unique users saw any type of content associated with the Facebook page you manage in a particular time. This is different from impressions, which counts multiple views from the same person.
By analyzing total reach you and your client can understand what sort of online presence your strategy is yielding on Facebook as total reach measures brand awareness on the platform.
It's important to state that your organic reach is based on hundreds of factors but has certain major factors used by Facebook to determine who sees your content: A user's former interaction with your page, when your posts were made, any previous negative feedbacks about your page, the interaction of other people with your content.
These factors are mainly what the organic reach metric will point you to, as your reach could reveal poor or quality interactions with the page's content.
You may also want to take a look at our Facebook Ads dashboard if you're reporting on reach too!
7. Video Views
By analyzing the Facebook video views metric, you can see what videos on your clients Facebook page are getting the most views as well as the duration of time spent by people watching each video.
The video views graph shows you how many times users viewed your videos for longer than 3 seconds, 10 seconds, and 30 seconds etc.
The graph will also show you unique views, repeat views, click to plays and auto-plays. This information will let you know what videos are most relevant and interesting to the target audience.