Facebook’s no longer promoting Vanity Metrics… And neither should you.
Facebook’s just recently hit a pretty massive milestone. As per their recent Second Quarter 2017 Results Conference Call, the social media giant has just hit 2 billion monthly users, and 1.3 billion of these users visit daily.
As revenue and usage go, Facebook is owning it. They show no sign of diminishing- instead, they’ve highlighted their future growth with strong, innovative products that they plan to bring to market soon. (There’s even a solar powered plane, called Aquila, that’s set to beam the Internet to remote areas.)
But change and growth demand evolution and Facebook is slowly shifting the focus of marketers to more specific objectives, and results. They are skewing Facebook metrics to support more of what counts to a business. This point was further emphasised by Sheryl Sandberg, the COO of Facebook:
Facebook is moving away from, by their own admission, ‘Proxy’ metrics, or social stats. As of 15 September 2017, they are even removing certain types of posts eligible for promotion/advertising. And if Facebook is concentrating on real-world Facebook metrics, it would be ignorant of brands and marketers not to adapt too.
Browse the retired list of removed post types here
5 Facebook Metrics that Drive Real-World Outcomes
Below are 5 real-world goals that we use often. These are not only super-actionable but are directly supported through the Facebook Advertising objectives and analytics. The 5 Goals below are designed to have real-world outcomes for your business, and should be incorporated into your monthly planning, and reporting.
Some of these metrics are not Facebook Metrics alone, but a blend of reporting from useful sources and platforms, such as Google Analytics, Conversion Tracking, and Link tracking. Together, they tell the story of performance.
Facebook Metrics – a Piece of the Performance Puzzle
Of course, metrics alone cannot represent the full, integrated scope that is Digital Marketing. It is vital that you set your Objectives and Goals first, and pick the metrics that support these efforts. This is the aspect of Performance Marketing that is often the most challenging; turning all the posts and ideas, effort and time; into easy to understand data that proves its worth to the business.
No matter how you use Facebook metrics… it only matters that you use them.