How to Measure Facebook Performance? [2025]

Starbucks is absolutely thriving on Facebook—it’s nothing short of impressive! What kind of engagement are we talking about? More than 37 million likes and a vibrant community! It’s like giving every person in Canada a cup of coffee – twice. And the atmosphere? Positive, with mentions of seasonal drinks, promotions, and interactive content like polls and contests.

People love their content, and the numbers speak for themselves. Each Starbucks post can easily gather thousands of reactions, from likes to comments and shares.

But what about you? Do you know what your Facebook performance looks like? 

In this article, I’ll show you that measuring Facebook performance doesn’t have to take all day. 

I’ll also discuss which metrics to focus on and how to measure and develop each of them. 

Facebook performance shows how effectively your content connects with your audience and increases your reach among potential followers. This is essential for refining your strategy and building a strong online presence. Key metrics such as engagement, visibility, and audience sentiment can measure this.

What is Facebook’s performance?

Facebook performance refers to how effectively your activities on the platform, such as posts, videos, ads, or campaigns, meet your goals. 

For creators, this means analyzing what works, identifying areas for improvement, and refining strategies to maximize impact and reach. 

Why is Facebook’s performance so important?

Without feedback from the audience, I found it difficult to moderate and evaluate content effectively. 

Creating content that grabs attention and engages audiences directly impacts a brand’s visibility.

Facebook performance help me find answers for:

• Am I reaching the right audience?
• Is my content engaging?
• Are my campaigns driving results, such as traffic, sales, or awareness?
• Am I spending my budget efficiently?

Facebook also rewards creators with the Performance Bonus Program, designed to support and incentivize high-quality content. By posting engaging and valuable content, creators can join the program to earn bonuses.

As you can see, Facebook Performance is the key to staying in the game!

How to measure Facebook performance?

So, I would say it all depends on the particular goal, for instance, brand awareness or increasing purchases.

When my goal is precise, I know what metrics are crucial and can prioritize them. It’s simple: your action should be based on objective and data. 

Once that’s set, you can run your strategy in the right place and continue refining it for better results.

Let’s review the key metrics and see how you can maximize each one!

01 Social media and non-social reach

Social media reach refers to the number of people who see your content through direct social media interaction, such as posts, shares, comments, or ads.

Non-social reach measures exposure from non-channels like news, sites, blogs, or forums.

Thanks to measuring social media and non-social reach, you will find out:

• Content preferences 
• Ad performance
• Competitive positioning
• Crisis detection

How to measure it?

To check your social reach, simply log into Meta Business Suite. In the Facebook Insights section, head to the Results tab.

You’ll find detailed metrics for each post, video, comment, like, and even your ads there.

I also like to filter results by timeframe, as this helps me analyze trends, spot key points, and identify patterns in audience engagement over time. 

There’s one limitation: Facebook’s Meta Business Suite provides key metrics, but only for Facebook data. While it covers organic and paid activities, it misses:

• Non-social mentions
• Cross-platform monitoring
• Competitive Analysis 

For a complete analysis, I prefer tools that combine metrics from multiple sources, offering a full view of performance.

Not only can I now filter my results, but I can also check non-social media sources.

02 The volume of mentions

The volume of mentions reveals how often and in what context a brand is being talked about.

This helps me answer three key questions:

• How visible is my brand?
• What’s driving conversations around my brand?
• Are mentions positive, negative, or neutral?

How to measure it?

Firstly, I check Meta Business Suite or just notifications on Facebook—it’s a quick and easy way to stay updated.

But let’s be honest, it’s not very helpful when there are tons of notifications. Plus, it only shows tagged mentions, which limits the whole picture.

To find mentions without “@,” I had to rely on an external tool again.

For example, Starbucks was mentioned 2375 times on Facebook in the last 30 days. Pretty impressive!

As you can see, Starbucks is doing well, but what about your volume?

03 Share of voice

Even if I notice an increase in mentions—which is excellent—I still want to compare them with my competitors to understand my brand’s performance in the market truly.

For instance, if my product is swimwear, mentions about my brand will naturally rise during the summer season.

But the same applies to my competitors, and without comparison, I wouldn’t know if I’m leading the conversation or falling behind.

That’s why Share of Voice (SOV) is such a crucial metric. It shows how visible my brand is compared to others, helping me gauge my competitive standing.

With SOV, I can spot gaps, uncover new opportunities to grow, and ensure my brand stays ahead in the market.

The rule is simple: the higher the SOV, the stronger the brand’s authority in its niche.

Thanks to measuring the share of voice, you will find out:

• How visible your brand is compared to competitors
• Trends and patterns in brand mentions
• Opportunities to grow your presence
• Your brand’s authority in the market

How to measure it?

To calculate SOV, I simply divide the total number of mentions about my brand by the total mentions in the industry (my brand + my key competitors).

That can sound scary. But trust me, it’s not. 

For efficiency, I rely on a social listening tool that tracks mentions of my brand and monitors competitors. 

Using the comparison tab, I can quickly see how my brand stacks up against others with a clear, data-driven breakdown—all in seconds!

A 90% SOV for Starbucks? 

That just shows how much more people are talking about Starbucks compared to Dunkin’ Donuts and McCafé—it’s clearly owning the conversation and really standing out!

04 Presence Score

Presence Score measures the total number of online mentions a brand receives on various platforms over a specific timeframe. 

This is a clear and direct way to gauge overall brand popularity and engagement. 

This is how I learned how effective my efforts are. 

It shows not only how visible my brand is but also how often it meets and resonates and spikes conversations in the digital space.

Thanks to measuring Presence Score, you will find out:

• Understand their online popularity at a given time
• Compare their visibility against competitors
• Evaluate the effectiveness of marketing and PR efforts
• Assess brand awareness

05 Sentiment 

After all, don’t forget—there are real people behind every interaction!

For me, delivering quality content is the key to improving any social media strategy. On Facebook, the focus is on building a community. 

Sentiment analysis helps me go deeper by understanding the feelings and attitudes surrounding my content.

It’s not just about tracking views or likes—it’s about uncovering how people feel when they engage with my posts.

Thanks to sentiment monitoring, you will find out:

• How your audience feels about your content
• What drives positive or negative reactions
• Identify early signs of potential communication crisis
• How to refine your posting strategy for better engagement

It’s also good to know that Facebook’s algorithm prioritizes meaningful interactions, rewarding content that sparks real engagement over passive views. 

How to track it?

Firstly, I start with a simple overview of the general sentiment around the brand.

There are more ways to analyze the feelings of the audience.

I track their emotions over time to see if my efforts are working, whether they value the content I’m posting on Facebook, and how their reactions evolve with different strategies.

Lastly, I focus on sentiment around specific topics or even hashtags, which is especially useful for monitoring campaigns or key initiatives.

06 Geo analysis

Geo analysis is like having a map of the audience’s engagement.

Understanding how Facebook performance varies across different locations helps me identify where my audience is most active. It also reveals which regions engage with my content and how preferences or behaviors differ based on geography.

Thanks to conducting geo analysis, you will find out:

• Notice trends in engagement by region.
• Refine my publishing strategy to meet the preferences of the most engaged locations.
• Ensure that ads and campaigns are targeted to the right areas for maximum impact.
• Allocate the budget more efficiently by focusing on regions with the best ROI.

Tip: Benchmark the Facebook performance 

The secret to success on Facebook is consistency – track and compare your results over time.

Regular benchmarking helps me identify trends, optimize strategies, and improve outcomes. 

I see what works for people and how my competitors are performing, and thus, refine my strategy for better results.

The main benefits of benchmarking Facebook performance:

• Evaluate campaign timing
• Spot declining performance early
• Test new strategies effectively
• Strengthen brand positioning
• Enhance cross-platform insights

Using the Comparison tab, I analyzed how Starbucks, Dunkin’ Donuts, and McCafé look in comparison over the week:

• Total mentions: Starbucks has 553 mentions compared to Dunkin’ Donuts’s 298 or McCafé’s 352.
• Social media reach: Starbucks’s social media reach is 2.5M, while Dunkin’ Donuts has 557k, and McCafé has 1,2M.
• Presence Score: Dunkin’ Donuts 26/100, McCafé 25/100, whereas Starbucks scores 63/100, indicating a stronger presence overall.
• User-generated content: Dunkin’ Donuts’s 152 pieces of UGC are overshadowed by Starbucks’s 274.

With these insights, you can identify your strengths and weaknesses, target areas that need improvement, and adjust your strategy to boost visibility and engagement.

Conclusion

Measuring Facebook performance is like having a compass for content creators—it shows the direction to take and helps stay on course. 

Without consistently measuring Facebook performance, it is nearly impossible to know what works, elevate your posting to a new level, or create reels that generate meaningful views. 

Final thoughts: 

• Be Consistent! Post consistently—at least every few days
• Leverage Advanced Tools to access your performance fully 
• Don’t forget to benchmark your performance over months and against your competitors
• Learn and Adapt! Whether it’s new trends or platform updates, stay curious.

Ready to take your Facebook performance to the next level? Start with a Brand24 trial and unlock the full potential of analysis today!