11 Key Facebook Metrics You Should Track in 2024

16 min read

Facebook offers dozens of metrics, making it overwhelming to decide which ones to focus on. I chose 11 metrics essential for understanding your Facebook performance to simplify this task. Tracking them empowers you to effectively manage your Facebook presence and optimize your strategies. 

Dive in to discover the most crucial Facebook metrics you should prioritize.

Tracking Facebook metrics allows you to understand your audience, gauge performance, and refine your strategy effectively. You can make data-driven decisions by monitoring metrics like engagement rate, page impressions, and follower demographics. Ultimately, tracking Facebook metrics empowers you to enhance your social media presence, increase engagement, and achieve your marketing goals.

With 3 billion monthly active users, Facebook is the most used social media platform worldwide. 

Continuous monitoring and tracking of your metrics are crucial to optimize your presence on this platform.

Fortunately, specialized social media analytics tools offer valuable insights into your Facebook performance, facilitating strategy refinement and enhanced posting practices.

Join us as we explore 11 essential key performance indicators on Facebook and delve into how to effectively measure them.

Key Facebook metrics to track:

  1. Engagement rate
  2. The volume of mentions
  3. Interactions
  4. Social media reach
  5. Follower demographics
  6. Sentiment
  7. Profile visits
  8. Share of voice
  9. Presence Score
  10. Reputation Score
  11. AVE

01 Engagement rate

Engagement is the heartbeat of your Facebook presence. 

Measuring engagement metric on Facebook is crucial as it provides valuable insights into how your audience interacts with your content. 

A high engagement rate indicates that your posts resonate well with your audience. This leads to increased brand visibility, loyalty, and conversions. 

By tracking engagement metrics, such as likes, comments, and shares, you better understand what content resonates most with your audience. 

This knowledge allows you to refine your content strategy. It helps you focus on producing more of what works and tailor your approach to better meet the needs and preferences of your audience.

How to measure?

Head to the Meta Business Suite to measure the engagement rate on Facebook. 

Here, you’ll find detailed metrics on your posts’ performance, including engagement metrics like likes, comments, and shares. 

The suite also provides a median post reactions metric, allowing you to gauge the typical engagement level of your posts. 

Facebook metrics in Meta Business Suite
Facebook metrics in Meta Business Suite

Additionally, you can compare your engagement performance over time. The suite enables data analysis from the last 90 days and comparison with the previous 90 days. 

This helps you track trends and identify areas for improvement. With these data-driven decisions, you can easily optimize your Facebook strategy for maximum engagement and impact.

Measure Facebook essential metrics with Brand24!

02 The volume of mentions

The volume of mentions informs you of the number of times your company name was used online.

Measuring this metric on Facebook is crucial for evaluating your performance and gauging the impact of your newest products, campaigns, or releases. 

You can learn the level of buzz surrounding your brand by tracking the volume of mentions. It indicates the reach and online visibility of your content. 

By monitoring the number of times your brand was mentioned online, you get insights into your audience engagement rate. 

These insights help you adjust your strategies to ensure maximum post impressions and minimize audience retention.

How to measure?

To measure the volume of mentions on Facebook, Brand24 has you covered.

It is a comprehensive media monitoring tool that diligently tracks all online mentions of your chosen keywords or brand name.

You get first-hand insights into your audience’s impressions by browsing through mentions.

Brand24 not only provides data on the number of times your keywords were used online but also offers a variety of metrics to evaluate your Facebook impressions.

These metrics include sentiment analysis, which gauges the overall sentiment surrounding your brand based on the mentions collected. Each mention in your dashboard is categorized as positive, neutral, or negative, simplifying navigation.

Brand24 media monitoring project - main dashboard
Brand24 media monitoring project – main dashboard

The exclamation mark on the Mentions & Reach chart indicates the Anomaly Detection feature. It spots sudden changes in mention volume and identifies their cause. This helps manage your brand reputation effectively. 

With the Anomaly Detector, you’re always aware of online brand activity and can promptly respond to new trends or potential PR crises, the most common reasons for increased mention volume.

Anomaly Detection feature by Brand24
Anomaly Detection feature by Brand24

Besides Facebook insights, Brand24 evaluates metrics for other social media platforms:

  • Instagram
  • X (Twitter)
  • YouTube
  • LinkedIn
  • Reddit
  • Pinterest
  • TikTok
  • Quora
  • Twitch

Additionally, there are other web sources included in the analysis:

  • News sites
  • Blogs
  • Forums
  • Review sites
  • Newsletters
  • Podcasts

You can easily narrow down your analysis to Facebook solely. To this end, use the filtering option on the right-hand side of the Mentions Tab.

Filtering results in Brand24 dashboard
Filtering results in Brand24 dashboard

Measure success on Facebook with Brand24!

03 Interactions

Measuring interactions of your Facebook posts provides valuable insights into how your audience engages with your content. 

It offers a clear picture of which posts resonate most with your audience, informing you on what type of content drives meaningful engagement. 

You gain actionable information about your audience’s preferences and behavior by tracking interactions such as likes, comments, shares, and clicks. 

This insight is priceless when developing your Facebook page. 

It allows you to tailor your content strategy to better meet the needs and interests of your target audience, ultimately leading to increased social media engagement, brand loyalty, and conversions.

How to measure?

To measure interactions on Facebook, you can utilize the Meta Business Suite. 

Here, you’ll find comprehensive metrics on various interaction types, including new page likes and followers, reactions (such as likes, loves, and wows), comments, shares, photo views, and link clicks. 

The suite provides detailed data on the performance of each post. There’s also an overview of your performance, allowing you to monitor your overall performance in time. 

Meta Business Suite: content interactions
Meta Business Suite: content interactions

By regularly monitoring these metrics, you can gain insights into the effectiveness of your content strategy and make informed decisions to optimize your Facebook page for maximum interaction and impact.

04 Social media reach

Social media reach is one of the most important Facebook metrics. It informs you on how many people have seen your Facebook page content. 

By monitoring social media reach, you will learn which of your Facebook posts are the most successful and go viral. 

Knowing this, you can identify trends, understand audience behavior, and tailor your content to better resonate with your target audience. 

This allows you to make informed decisions to optimize your Facebook business page and maximize your reach and engagement.

How to measure?

Brand24 is a powerful tool for measuring social media reach across various platforms, including Facebook. 

It provides comprehensive data on the reach of your brand, campaign, product, or any other keyword you want to track. The tool ensures accurate insight into your social reach by measuring it on all the most prominent social platforms.

Social media reach chart in the Brand24 dashboard
Social media reach chart in the Brand24 dashboard

With Brand24, you can track social media reach in real time, allowing you to stay updated on the performance of your Facebook content. 

By leveraging Brand24’s insights, you can fine-tune your Facebook strategy, identify areas for improvement, and enhance your brand’s online visibility and engagement.

Monitor Facebook impressions with Brand24!

05 Follower demographics

Tracking follower demographics on Facebook is crucial for understanding your audience and tailoring your content to their preferences. Knowing who your followers are, you can better align your content with their interests and demographics.

For example, understanding the cities and countries your followers come from enables you to tailor your posts to their language preferences or cultural interests. 

Additionally, knowing the gender distribution of your audience can inform your marketing strategy and product development efforts. 

For instance, if your audience is predominantly female, you may want to focus on offering products or services that cater to their needs and preferences. 

Overall, followers’ demographics provide valuable insights that can help you optimize your content strategy and enhance engagement with your audience.

How to measure?

You can use the Meta Business Suite to track follower demographics on Facebook. 

It provides information about the age and gender distribution of your followers and the cities and countries they are located in. 

These insights provide you with a deeper understanding of your audience. In turn, you can make informed decisions about your content strategy. 

Meta Business Suite: audience demographics 
Meta Business Suite: audience demographics 

With this data at your fingertips, you can ensure your content resonates with your target audience. 

It also helps you effectively reach the right demographics, ultimately driving engagement and fostering stronger connections with your followers. That’s very important in the process of building brand loyalty.

06 Sentiment

Sentiment is a critical metric, providing insights into how Facebook users perceive your posts. It indicates whether the sentiment surrounding your content is positive, negative, or neutral, offering valuable feedback on your performance. 

While metrics like reach measure the extent of your content’s exposure, sentiment complements this by revealing engagement quality. 

By tracking sentiment, you can gauge whether your increasing reach derives from positive interactions or signals a PR crisis’s onset. 

Thus, measuring sentiment is essential for understanding your Facebook metrics and ensuring your strategies align with audience sentiment.

Nike mentions with different sentiments
Nike mentions with different sentiments

How to measure?

Brand24 offers a convenient solution for measuring sentiment across various online platforms, including Facebook. 

When collecting your mentions, Brand24 automatically assigns sentiment to each of them, categorizing them as positive, negative, or neutral. 

This enables you to easily navigate through your mentions using the sentiment filter. This way, you can quickly identify and address any negative feedback or capitalize on positive sentiment. 

Sentiment chart by Brand24
Sentiment chart by Brand24

With Brand24’s sentiment analysis capabilities, you can gain valuable insights into Facebook users sentiments and tailor your Facebook strategy accordingly. 

It’s one of the best ways to enhance engagement and build a positive brand reputation.

Track the sentiment of Facebook campaigns!

07 Profile visits

Profile visits are one of important Facebook metrics. It helps you understand your Facebook reach and audience engagement. 

By knowing how many people visit your Facebook page, you gain insights into the effectiveness of your content and overall brand visibility. 

Profile visits indicate the level of interest in your Facebook page, helping you assess the impact of your posts and promotional efforts. 

How to measure?

You can use the Meta Business Suite to measure profile visits. It provides a user-friendly interface for tracking your Facebook page performance metrics. 

Within the suite, you’ll find an understandable chart that presents the number of people visiting your profile over time. 

This chart also evaluates recent changes in profile visits as a percentage, allowing you to quickly assess any fluctuations. 

Meta Business Suite: Facebook visits metric
Meta Business Suite: Facebook visits metric

With Meta Business Suite, you can stay informed about your Facebook pages visits.

With this knowledge, you can make strategic decisions to optimize your content and enhance your social media marketing efforts.

08 Share of Voice

Measuring the Share of Voice on Facebook is essential for understanding your brand’s online position compared to competitors. 

By tracking this metric, you gain meaningful insights into the level of conversation surrounding your brand within your industry or niche. 

Knowing your Share of Voice allows you to assess how effectively you engage with your audience and how visible your brand is in the Facebook feed. 

Additionally, monitoring your Share of Voice lets you make informed decisions about your social media strategy. It helps you identify areas for improvement and opportunities for growth.

How to measure?

With Brand24, measuring the Share of Voice on Facebook is simple and straightforward. 

The Comparison Tab provides an easy-to-use interface for comparing your brand’s Share of Voice with your competitors. 

You can quickly assess who dominates the online conversation and gain insights into areas where you may need to increase your presence. 

Nike and Adidas Share of Voice comparison by Brand24
Nike and Adidas Share of Voice comparison by Brand24

By switching between social and non-social Share of Voice, you can obtain more specific insights into your brand’s online visibility and engagement. 

You can also use the filtering option in the upper right corner to narrow down the analysis to the Facebook page.

Track impressions with Brand24!

09 Presence Score

Presence Score is a vital Facebook metric that assesses your brand’s visibility and influence on the platform and beyond.

A high Presence Score suggests your brand is widely recognized and actively discussed on Facebook and beyond. This is crucial for building brand awareness, credibility, and trust among your target audience. 

A low Presence Score indicates that your brand is not commonly recognized online, and your social media marketing needs a little boost.

Monitoring your Presence Score allows you to gauge the effectiveness of your Facebook marketing and track your progress in expanding your online footprint.

How to measure?

To measure the Presence Score effectively, you can rely on Brand24. You can access this metric in the Analysis tab in your dashboard.

The scale ranges between 0 and 100. 

The low numbers indicate a small or starting company unknown to most people online. A 100 is rarely achieved as it means a company that everybody talks about online non-stop.

For example, Nike is at 86, even if 12.5k people mentioned the company just yesterday, and in the past 30 days, it got 194k mentions. 

Presence Score by Brand24
Presence Score by Brand24

What’s also good to know is that it’s easier to go from 30 to 40, for example, than form, say, 80 to 90. The bigger your Presence Score, the more challenging it will be to improve this metric.

Additionally, you can compare your Presence Score with competitors or industry benchmarks to better understand your relative position in the market.

Monitor your Facebook analytics with Brand24!

10 Reputation Score

Reputation Score is a crucial Facebook metric that quantitatively assesses your brand’s online reputation. 

It reflects the level of trust, credibility, and sentiment associated with your brand on Facebook and beyond. Thus offering insights into how your audience perceives your business. 

A high Reputation Score indicates a positive online reputation. It suggests that your brand is viewed favorably by Facebook users. 

Monitoring this Facebook metric is essential for assessing the effectiveness of your online reputation management efforts and identifying areas for improvement. 

By tracking changes in your Reputation Score over time, you can measure the impact of your Facebook marketing strategies and take proactive steps to enhance your brand’s reputation.

Plus, this metric helps you identify emerging PR crises. This way, you gain the power to detect the issue and develop a solution that will satisfy your customers. 

How to measure?

By analyzing the sentiment of Facebook mentions and evaluating their reach, Brand24 calculates your Reputation Score on a scale from -100 to 100. 

A positive Reputation Score indicates a solid and positive online reputation, while a negative score suggests areas of concern that require attention. 

With Brand24, you can easily monitor changes in your Reputation Score and gain actionable insights to optimize your Facebook presence and cultivate a positive brand image online.

Reputation Score by Brand24
Reputation Score by Brand24

With Brand24, you can also compare your Reputation Score with your competitors. This insight informs you about your market position in relation to other companies in your niche.

With this knowledge, you can inform your social media marketing strategy by implementing actions that bring positive results for your competitors and avoid operations that negatively influence their reputation.

Track the most important Facebook metrics with Brand24!

11 AVE

Advertising Value Equivalency (AVE) is a metric used in public relations to quantify the monetary worth of media coverage obtained through PR efforts. 

It calculates the value of earned media by assessing factors like the size and placement of the coverage and comparing it to the cost of equivalent advertising space. 

Measuring AVE is essential for evaluating the effectiveness of PR campaigns on Facebook as it provides insights into the tangible value generated from media mentions. 

By understanding their AVE, businesses can assess their PR efforts’ return on investment (ROI) and make informed decisions about resource allocation and strategy adjustments.

How to measure?

Brand24 significantly streamlines the AVE measurement. 

By tracking mentions across various online platforms, including Facebook, Brand24 calculates AVE based on factors such as each mention’s reach and engagement analytics. 

This way, businesses can quantify the impact of their Facebook presence in terms of advertising value. This enables them to better understand the effectiveness of their PR efforts and optimize their strategies accordingly.

Metrics Analysis: Impact on AVE
Metrics Analysis: Impact on AVE

With AVE data provided by Brand24, businesses can accurately assess the ROI of their Facebook marketing initiatives and make data-driven decisions.

Get Facebook insights with Brand24!

Tip: Advanced tools can analyze Facebook metrics for you

Advanced tools like Brand24 can take the hassle out of analyzing Facebook metrics for you. 

With features like Metrics Analysis, Brand24 dives deep into your data and presents you with ultimate conclusions, sparing you the time and effort of sifting through heaps of numbers and stats on your own. 

Brand24 neatly summarizes the results of your Facebook metrics monitoring, giving you a clear insight into your performance on the platform. 

Metrics Analysis: Summary
Metrics Analysis: Summary

Not only that, but it automatically identifies which sources generate the most negative sentiment and which ones are the most positive. This empowers you to tailor your social media marketing efforts to meet the needs of different platforms and audiences. 

Metrics Analysis: Sentiment breakdown by source
Metrics Analysis: Sentiment breakdown by source

Moreover, the tool can detect a wide range of emotions, providing a precise distribution of your audience’s emotional response to your content or your company overall. 

Metrics Analysis: emotions breakdown
Metrics Analysis: emotions breakdown

That’s not all. Brand24 also highlights the most reach-efficient sources, helping you optimize your reach and engagement strategies. 

Metrics Analysis: reach efficiency of sources
Metrics Analysis: reach efficiency of sources

With Brand24 by your side, Facebook metric analysis becomes a breeze, leaving you with more time to create compelling content and engage with your audience.

Track key metrics on Facebook!


To sum up, monitoring your Facebook metrics is essential for understanding your audience, tracking your performance, and refining your strategy. 

From engagement rate to sentiment analysis, these metrics offer valuable insights into what’s working and what needs improvement. 

But who has time to crunch numbers and analyze data manually? 

That’s where a tool like Brand24 comes in. 

It automates the analysis of your Facebook metrics, providing you with actionable insights and ready-to-use analytics to help you steer your Facebook strategy in the right direction. 

With Brand24, you not only get access to important metrics but also comprehensive conclusions that empower you to make informed decisions and drive real results.

So why wait?

Start optimizing your Facebook presence today with Brand24.

Key takeaways:

  • Track Facebook metrics to inform your strategy and fine-tune your performance on the platform.
  • Regularly check all your most important Facebook metrics to be on top of your results and performance.
  • Use advanced tools that draw conclusions from the collected data to save time and effort.

Get Facebook insights with Brand24!

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