blog image

15 Important Facebook Metrics You Must Track In 2023

June 13, 202311 min read

15 Important Facebook Metrics You Must Track In 2023

Are you a marketer or business owner managing a Facebook business page and running Facebook Ads?

If so, tracking and understanding your metrics is essential for success! But what if you don't know which Facebook KPI is important? Even worse if you don't understand these KPIs or metrics. What are impressions on Facebook? What is CPC or CTA?

Understanding and measuring these metrics can be daunting, particularly if you're new to FB advertising.

But don't worry! We've got you covered.

8 Reasons

In this blog post, we will break down the 15 most important Facebook metrics that you should track in 2023 – giving you everything you need to understand and analyze your Facebook ad performance and overall strategy for organic reach on the platform.

Let's get started.

Why Should You Analyze Your Facebook Metrics?

Although social media platforms like TikTok, Instagram, and Snapchat are getting popular, Facebook remains one of the most effective ways for businesses to reach their target audience.

However, there's no point in adding Facebook to your social media marketing if you don't track and analyze your performance.

Facebook insights can help you:

  • Understand how your posts and ads are performing.

  • Figure out what's working and what's not, and make changes to improve your results.

  • Make data-driven decisions that lead to better results.

For example, if you notice that your engagement rate is low, people aren't interacting with your posts. This might mean that you need to change your content strategy or try posting at different times of the day. Similarly, if you see that your reach is low, it means that not many people are seeing your posts.

These terms and metrics might seem overwhelming initially, but once you get the hang of it, it's pretty fun!

So, let's get you up to speed with different types of Facebook metrics and what they mean.

Top 15 Facebook Metrics To Track In 2023

Facebook Post & Page Metrics

Facebook pages and post metrics are the bread and butter of any business or brand on Facebook. They help you understand your content's performance, how it resonates with your audience, and what's working and what's not.

The following are some of the most common metrics to track the performance of your page, profile, or Facebook posts.

1.Engagement Metric

The engagement metric on Facebook displays the number of individuals interacting with your page or post, including reactions, comments, link clicks, or shares.

Keeping track of your engagement is crucial because it reveals how many people like your content, giving you insight into which types of content perform well and which ones you should improve.

A higher post engagement rate also means that your posts will have higher visibility, thanks to Facebook's algorithm displaying posts with a higher engagement rate to a wider audience in their news feed.

Marketers use engagement analytics as a guide to determine the right kind of content to produce in the future. For instance, it helps to know whether videos or images perform better for their business on Facebook.


Reach is a Facebook metric that records the number of unique individuals who viewed your ad or post.

It is important to distinguish reach from impressions as the latter tallies all views, which may include multiple views from the same person.

Moreover, organic reach only records the number of people from your network who viewed the post, while Total reach records all views, including those who view it through paid ads despite not being on your network.


This one confuses many people. “What are impressions on Facebook?”

Here is a simple explanation:

The impression metric on Facebook tracks how many times your content has been viewed. Unlike Reach, it can count multiple views from the same person.

It is worth noting that impression metrics can be categorized based on whether it is a specific post, ad, or page.

4.Page Likes & Followers

The number of page likes and followers is an important metric to track as it indicates the size of your audience and how many people are interested in your content.

It is also useful for measuring how effective your content marketing efforts are - since you can compare past data with what’s currently available to measure audience growth.

However, keep in mind that the number of likes doesn’t necessarily mean that your content is resonating with your target audience. It simply shows how much potential reach you have.

Facebook Brand Awareness Metrics

These metrics tell you about your digital presence and the details of your audience demographics - both of which are critical to measuring the success of your social media strategy.

5.Referral Traffic

Facebook Referral traffic refers to the number of people who visit your website from Facebook.

This metric is useful for measuring how effective your content and ads are in driving traffic and conversions.

You can also use this metric to see if you’re targeting the right audience or not - as it shows how many people clicked on your link and were interested enough to visit your website.

Tip: You can also track this number on your website inside the Google Analytics dashboard.

6.Follower Demographics

It is important to know who your followers are, especially when you’re targeting them for conversion.

This metric helps marketers understand the age, location, gender, and other demographics of their audience so that they can tailor their content accordingly and increase conversions.

Facebook Group Analytics

Facebook groups are pretty cool because they give you a chance to connect with like-minded people and build a community around your interests or brand. Plus, you can have more direct conversations with your audience and get to know them better than you would with a regular Facebook page or ad.

But the real magic happens when you start tracking your Facebook group insights. That's when you can see how your group is performing and figure out what your audience is really into.

Here are some important metrics here to keep an eye on:

7.Top Contributors

The top contributors metric is an important one for Facebook groups as it shows which members are the most active in the group.

This metric can be used to find out who your most engaged and influential audience members are so that you can work with them to promote your brand or create content.

It can also help you identify potential influencers and brands who can help you amplify your message and reach a larger audience.

8.Engagement Time

Engagement Time is a metric that shows you the days and times your members are most active in the group.

This helps you determine the best times to post so that you can ensure that your content reaches your audience at the right time and get maximum engagement.


Growth measures new and active members in your group in a certain time period.

Similar to followers on your Facebook page, this metric helps measure the size of your community. Plus, it also tells you the effectiveness of your marketing efforts in terms of gaining new members and expanding your reach.

Important: Group insights are exclusively available to groups that have more than 50 members.

Facebook Video Analytics

Video is a powerful tool for engaging with your audience and telling your brand's story in a more compelling way.

However, creating videos is just the first step. To truly leverage the power of video marketing, you need to analyze your video performance and make data-driven decisions to improve your strategy.

10.Audience Retention

Audience retention is one of the key Facebook metrics to track if you're using videos.

It shows how long viewers watch your videos and when they drop off.

This important information can help you optimize your videos to perform better and hold the viewer's attention longer.

The longer the people watch your videos, the more the platform will promote them to other Facebook users.

So, measuring and analyzing this key metric could really help you boost your video performance.

11.How People Are Watching

This important Facebook KPI is a breakdown of three sub-metrics:

Recommendations: This refers to an audience that Facebook suggests as a good fit for your content.

Followers: Facebook users who have chosen to follow your page and often interact with your posts.

Shares: Number of views you get after a user shares your video.

What do these metrics highlight?

These metrics measure the performance of different types of audiences that come across your videos. This helps you understand how effective your content is in attracting different kinds of viewers and whether or not it resonates with them.

Remember, Facebook has over 4 billion daily video views, meaning it has become a key player in the video marketing world.

Besides the above, tracking other common video metrics such as views, watch time, and saves is a good idea. They can all get you valuable insights into how your videos are performing and how to optimize them for success.

Facebook Ads Metrics

Facebook Ads offer unparalleled reach and targeting capabilities.

However, simply creating an ad isn't enough. To truly maximize the impact of your Facebook Ads, you need to track and analyze your Facebook ad performance using the right metrics.

Here are a few:

12.CTR (Click-Through Rate)

CTR is a must-watch Facebook Ads metric if you want to make sure your ads are engaging your audience and driving business results. But what is it?

It measures the percentage of people who click on your ad after seeing it, which is a good indicator of whether or not your ad resonates with your target audience.

A high CTR means your ad generates interest, while a low CTR suggests your ad may not be relevant or your targeting needs work.

Tracking CTR is crucial because it allows you to optimize your ads for maximum impact.

13.CPC (Cost per Click)

CPC, or cost per click, is another important metric to keep an eye on when running Facebook Ads. It measures the amount of money you spend on an ad each time someone clicks on it.

Tracking CPC allows you to see how much you're paying for each click and determine whether your ad spend is delivering the desired results.

A high CPC could mean that your ad targeting needs work or that your ad isn't resonating with your audience, while a low CPC suggests that your ad is performing well and generating interest.

14.CPM (Cost per Thousand Impressions)

CPM is a good metric to track if you're trying to increase brand awareness and reach a large audience. What does it represent?

CPM is the amount you pay for every 1,000 times your ad is shown to people, regardless of whether they click on it or not.

A high CPM could mean that your ad targeting needs work or that your ad isn't resonating with your audience, while a low CPM suggests that your ad is performing well and generating interest.

15.Cost per action (CPA)

Cost per action (CPA) is a type of advertising pricing model where advertisers only pay when a specific action is taken by a user, such as filling out a form, subscribing to a newsletter, or making a purchase.

CPA is different from other metrics like CPC (cost per click) or CPM (cost per thousand impressions) because it focuses on the actual results achieved through the ad campaign rather than just the number of clicks or impressions.

For example, if you run a Facebook ad campaign promoting your product's free trial and only want to pay when someone signs up for the trial, you would set your pricing model to CPA. This means you would only pay Facebook when someone actually signs up for the trial.

This is a great way to ensure that you're only paying for the results you want rather than just clicks or impressions that may not lead to actual conversions.

Overall, you can improve your CTR, CPC, CPM, or CPA by testing different ad creatives, targeting options, and formats.

Identify which ads drive the best results and adjust your strategy accordingly. This can lead to:

  • more efficient ad spend,

  • higher conversion rates, and

  • a greater return on investment.

So, this is it - these are some of the most important Facebook KPIs to track in order to get the most out of your Facebook marketing efforts.

Maximize Your Facebook Ads ROI With Lead Tracking

Facebook Ads metrics are critical to measuring your Facebook marketing success. Without them, you're flying blind and missing out on valuable opportunities to connect with your audience and drive business results.

However, if you're running lead generation ads on Facebook, it's almost criminal not to have a system in place for lead tracking and management.

Gone are the days when businesses maintained manual spreadsheets for leads. That is tedious and time-consuming, not to mention how prone it is to human error.

A lead tracking software can help you connect with leads faster and more conveniently than ever before. Get one today and maximize the impact of your Facebook ads.

Facebook metrics


Back to Blog