21 Facebook Metrics to Track to Help Your Business Grow

21 Facebook Metrics to Track to Help Your Business Grow in 2024

22 March, 2024
9 min read
Freya Laskowski

As 2024 gets underway, it’s the perfect time to map your social media marketing strategy for Facebook. First, look at last year's data and begin to set your goals for next year. What does success look like for you? 

With almost 3 billion daily users worldwide, Facebook is a prime spot for brand interactions when you use those marketing tools wisely. But to make the most of Facebook, you've got to check in on your analytics now and then.

Facebook’s analytics is a powerful tool to help you know and understand your audience. It’s so vast that it might even seem daunting. But fear not. We’re here to help. This guide will show you the 21 most important Facebook metrics to track in 2024. 

Let’s get started.

Why you should analyse important Facebook metrics and Facebook insights 

Individuals utilise social media platforms for dozens of reasons. According to a Statista report, 48% of Facebook users use the platform to like their friend’s photos, while 36% use it to share content.

Most common social media activities in the U.S. as of December 2023 SourceSource

The motivations behind general Facebook usage may differ from your target audience. Recognising which of your posts garners the highest engagement is pivotal for tailoring your content effectively. Understanding whether post-engagement results from optimal timing or other metrics provides valuable insights.

Facebook metrics extend beyond merely gauging post popularity. They offer nuanced insights into the success of advertising campaigns, engagement with Facebook Lives, and the performance metrics of groups. 

By analysing your Facebook metrics, you’ll understand how your audience interacts with your content and refine your strategy. That will give you the most significant return on your investment. 

General metrics vs. Actionable metrics

A clear distinction exists between general metrics and actionable metrics. While available metrics offer a broad overview of performance, they often need to provide more depth to gauge the success of your marketing strategy. 

Funny cartoon on marketing metrics


Understanding the limitations of general metrics is paramount for businesses seeking meaningful insights into their social media endeavors.

General metrics, such as likes, shares, and impressions, provide a surface-level understanding of audience interaction. They need more nuance to unveil the underlying factors driving engagement. 

For instance, many likes may indicate popularity, but it doesn't explain why a post resonates with your audience.

Metrics like follower count can be deceptive. A large following does not necessarily translate to an engaged or profitable audience. This is known as a “vanity metric.” 

Vanity metrics might inflate perceived success without offering tangible insights into user behavior, making them a misleading yardstick for strategy evaluation.

In contrast, actionable metrics delve deeper into user behaviour and outcomes directly tied to strategic goals. These metrics, such as click-through rates, conversion rates, and engagement per post, provide actionable insights that guide decision-making. 

Focusing on these metrics allows marketers to align strategies with tangible business objectives.

Actionable metrics empower businesses to make informed decisions by revealing the impact of specific actions on desired outcomes. Whether optimising content, refining ad campaigns, or enhancing user experience, actionable metrics offer a roadmap for strategy refinement based on accurate, meaningful data.

As we explore the 21 Facebook metrics to track in 2024, remember the transformative power of actionable insights in shaping a successful social media marketing strategy.


Demystifying Social Media Data: A Guide to Measuring ROI and Success.

Audience growth and reach Facebook metrics on Facebook posts

1. Page views

What is it? Page views measure the total number of times your Facebook page has been visited, offering insight into user interest.

Why track this metric? Assessing page views provides insights into user interest, helping tailor content for maximum engagement. A surge in page views could indicate heightened curiosity or resonance with your offerings, while a decline might prompt a reassessment of content strategy.

Where to find it? It is located in the 'Insights' tab on your Facebook Page.

2. Organic reach

What is it? Organic reach measures the number of users who see your content without paid promotion, reflecting genuine audience interest.

Why track this metric? Measures genuine audience interest, enabling you to understand the impact of organic content on your audience. A high organic reach suggests that your content is resonating without paid promotion, showcasing the authenticity of your brand's connection with its audience.

Where to find it? Available in the 'Insights' section under 'Posts.'


3. Impressions

What is it? Impressions count each instance of your content being displayed, indicating the overall visibility of your posts.

Why track this metric? Counting instances of content display unveils the visibility of your content, guiding content optimisation. A high number of impressions signifies broader visibility, but it's crucial to analyse other metrics to ensure the quality of that visibility and audience engagement.

Where to find it? Navigate to 'Insights,’ then click on 'Reach.'

4. Page likes and followers on your Facebook page

What is it? Page likes and followers represent the number of users connected to your page, reflecting brand affinity.

Why track this metric? Monitors growth in your audience, a key indicator of brand affinity and audience loyalty. An increase in page likes and followers demonstrates a growing community.

Where to find it? You’ll find this in the main info section of your page. 

5. Fan growth rate

What is it? The fan growth rate calculates the rate at which your follower base is expanding, showcasing your page's appeal and overall health.

Why track this metric? A steady growth rate indicates sustained interest, while sudden spikes may indicate successful campaigns or content initiatives.

Where to find it? Go to 'Insights' and click 'Followers.'

Engagement Facebook metrics

6. Clicks

What is it? Clicks measure user interest and engagement by tracking the clicks on your content. It provides a direct measure of how many users are actively engaging with your posts.

Why track this metric? A high click count signifies content relevance, prompting further exploration by your audience. Tracking clicks helps you understand the specific elements of your content that resonate with your audience, allowing for targeted optimisations to enhance user engagement and satisfaction.

Where to find it? In 'Insights,' under 'Interactions.'


7. Click-through Rate (CTR)

What is it? CTR evaluates the effectiveness of your content by calculating the percentage of clicks per impression. It measures the efficiency of your content in prompting user action.

Why track this metric? A higher CTR indicates that your content is compelling enough to prompt action. Monitoring CTR helps you evaluate the effectiveness of your content strategy in driving user engagement and optimising your online presence for maximum impact.

Where to find it? Calculated by dividing clicks by impressions, located in 'Ads Manager.'

An example of Sendible’s social data insightsSource

8. Top Posts

What is it? Top Posts identify high-performing content, offering insights for refining content strategy and maximising impact. It showcases the most engaging and popular content among your audience.

Why track this metric? Understanding what resonates helps craft more of the content your audience finds valuable. Tracking top posts allows you to identify content patterns and preferences, guiding strategic decisions to deliver content that captivates and satisfies your audience consistently.

Where to find it? 'Insights' > 'Posts.'

9. Post Reach

What is it? Post Reach determines the unique users who see your content, a crucial metric for understanding the breadth of your audience reach. It quantifies the potential impact and visibility of individual posts.

Why track this metric? High post reach signifies effective content distribution and potential virality. Tracking post reach allows you to evaluate the success of your content strategy in reaching a diverse audience, providing insights for optimising content for maximum impact.

Where to find it? 'Insights' > 'Reach.'

10. Post Engagement

What is it? Post Engagement evaluates the overall interaction with your posts, encompassing likes, comments, and shares, indicating content resonance. It gauges the depth of connection users have with your content.

Why track this metric? Increased engagement suggests that your content is not only being seen but actively enjoyed and shared. Tracking post engagement allows you to assess your content's emotional and intellectual impact on your audience, guiding the creation of future content that aligns with audience preferences.

Where to find it? 'Insights' > 'Engagement.'

Brand awareness Facebook metrics

11. Referral traffic

What is it? Referral Traffic assesses external links leading to your page, indicating the effectiveness of your content in driving traffic and brand visibility. It identifies sources outside Facebook contributing to your online presence.

Why track this metric? Understanding referral traffic helps identify platforms that contribute significantly to your online presence. Tracking referral traffic enables strategic partnerships and content optimisations to maximise the impact of external sources in driving brand awareness and traffic.

Where to find it? Under "Traffic" in your Google Analytics or other program you use for tracking sources of traffic.

12. Follower demographics


What is it? Follower Demographics understand the characteristics of your audience, guiding content personalisation for enhanced engagement. It provides insights into your followers' demographics, interests, and behaviours.

Statistics on Facebook usersSource

Why track this metric? Knowing your audience demographics aids in creating content that resonates with their interests and preferences. Tracking follower demographics allows you to tailor your content strategy to align with the diverse preferences of your audience, ensuring that your content remains relevant and compelling.

Where to find it? 'Insights' > 'Audience.'

13. Share of voice

What is it? Share of voice measures your brand's visibility compared to your competitors in the online conversation. It assesses the prominence and impact of your brand within your industry's digital landscape.

Why track this metric?
Monitoring share of voice helps you understand your brand's standing and influence within your industry. Tracking share of voice allows you to strategically position your brand in online conversations, identifying opportunities to enhance visibility and impact.

Where to find it?
Monitor social listening tools or third-party analytics platforms.

Video Facebook metrics

14. Video Views

What is it? Video Views track the number of times users watch your videos to understand content resonance. It provides insight into the popularity and effectiveness of your video content.

Statistics on Facebook video viewsSource

Why track this metric? High video views indicate the popularity and effectiveness of your video content. Tracking video views allows you to assess the success of your video strategy, guiding future content creation and optimisation for maximum impact.

Where to find it? 'Insights' > 'Videos.'

15. Audience Retention

What is it? Audience Retention assesses how well your videos retain viewers, indicating content quality. It evaluates the ability of your videos to maintain audience interest over time.

Why track this metric? Understanding audience retention helps in creating more engaging and compelling video content. Monitoring audience retention lets you identify specific video moments that captivate or disengage viewers, informing content adjustments for enhanced viewer satisfaction.

Where to find it? 'Insights' > 'Videos.'

Group Facebook metrics

16. Engagement

What is it? Engagement measures the level of interaction within your group, reflecting community vitality. It includes likes, comments, and shares within your group.

Why track this metric? High engagement fosters a vibrant community and indicates the success of your group in facilitating meaningful interactions. Tracking group engagement allows you to identify trends, preferences, and emerging topics, enabling strategic decisions to maintain a thriving community.

Where to find it? 'Group Insights' > 'Engagement.'

17. Top posts

What is it? Top Posts identify popular discussions or content within the group

Why track this metric? Identifying top posts helps in understanding the interests and preferences of your group members. Tracking top posts allows you to amplify successful content themes, encouraging ongoing engagement and ensuring that your group remains a valuable space for members.

Where to find it? 'Group Insights' > 'Posts.'

18. Top contributors

What is it? Top Contributors recognise and encourage active participants, fostering a vibrant community. It highlights members who contribute meaningfully to group discussions and engagement.

Why track this metric? Recognising top contributors acknowledges and rewards community engagement, contributing to sustained group vitality. Tracking top contributors allows you to nurture community, ensuring active members feel appreciated and motivated to continue their contributions.

Where to find it? 'Group Insights' > 'Members.'

Ad Facebook metrics

19. CTR

What is it? CTR evaluates ad effectiveness by measuring clicks per ad impression. It assesses how well your ads resonate with your target audience.

Why track this metric? A higher CTR indicates that your ad content resonates with your target audience. Monitoring CTR helps you assess the effectiveness of your ad messaging, allowing for strategic adjustments to optimise campaign performance.

Where to find it? In your Facebook Ads Manager.

20.  CPC & CPM

What is it? CPC (Cost Per Click) and CPM (Cost Per Mille) measure the cost-effectiveness of your ad campaigns. CPC calculates the cost per click, while CPM calculates the cost per thousand impressions.

Why track this metric? Understanding CPC and CPM helps optimise your ad budget and ensures efficient spending on desired outcomes. Monitoring these metrics enables you to assess the financial efficiency of your ad campaigns and make informed decisions to maximise ROI.

Where to find it? In your Facebook Ads Manager.

21. CPA 

What is it? Cost Per Acquisition (CPA) calculates the cost of acquiring a customer through your ad campaign. It quantifies the expense associated with each customer gained through your advertising efforts.

Why track this metric? Monitoring CPA ensures that your ad spending aligns with your customer acquisition goals, optimising campaign efficiency. Tracking CPA allows you to assess the financial viability of your ad campaigns, guiding strategic decisions to maximise customer acquisition while minimising costs.

Where to find it? In your Facebook Ads Manager.

Best practices for metric-driven strategy optimisation

Staying ahead requires not just tracking metrics but leveraging them strategically. Implementing best practices for metric-driven strategy optimisation ensures that your efforts yield tangible results and contribute to overarching business goals.

Here are five best practices for metric-driven strategy optimisation.

Monitor performance regularly

Consistent monitoring is the cornerstone of an effective metric-driven strategy. Regularly check critical metrics to stay abreast of changes and identify trends. Real-time awareness empowers you to make timely adjustments, ensuring your strategy remains agile and responsive to evolving audience behaviors.

Set realistic benchmarks and goals

Establishing realistic benchmarks and goals is essential for meaningful metric interpretation. Align metrics with your business objectives and set achievable targets. This provides a clear roadmap for success and enables you to measure performance against concrete standards.

Try A/B testing often

A/B testing is a powerful tool for optimising content and refining strategies. Experiment with variations in content, posting times, and formats to discern what resonates most with your audience. A/B testing provides actionable insights, guiding you toward the most effective approaches for engagement and conversion.

Use Sendible’s analytics tracking

An example of Sendible’s social media reporting tool


Leverage advanced analytics tools like Sendible to supercharge your strategy. Sendible's analytics tracking goes beyond standard metrics, offering in-depth insights into audience behavior and campaign performance. To experience the transformative power of Sendible, take advantage of our exclusive offer. Start a free trial today and elevate your social media strategy.

Wrapping it Up

Mastering actionable Facebook metrics is the linchpin for social media managers seeking to prove and enhance their strategies. Beyond conventional metrics, such as likes and shares, the focus on engagement rate, link clicks, and video drop-offs empowers professionals to refine and innovate. 

With insights from the 21 metrics we covered, you’ll confidently optimise content, refine targeting, and elevate overall performance.

Sendible’s Reporting Hub is your one-stop shop for valuable insights on your social media strategy. Start your free trial today to discover what’s working for your client’s audience.

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