Welcome back! We wanted to write a quick description of Facebook’s KPIs– Engagement, Reach, and Impressions. If you’re new to marketing KPI stands for Key Performance Indicator… these are the metrics you use to track your campaign’s success. Don’t worry! We have a blog post coming up soon breaking down marketing abbreviations. Personally, I’m not a fan of abbrevs in general(see what I did there? I cringed too.).
According to Facebook, here are their definitions of those metrics:
- Engagement: Number of people who engaged with your post. This includes any click or story created, and looks at unique users.
- Reach: Number of people who had any content from your post or about your post enter their screen. This also measures unique users.
- Impressions: Number of times any content from your post or about your post entered a person’s screen. This is a total count of all views from all users. You should expect this number to be higher than the others.
If you’re new to social media, you may think likes and followers are the most important metric, but in the industry these are considered vanity likes. Yes, lots of likes can look impressive, but it does not necessarily mean that those likes are converting to leads or sales. For me, engagement is the most important metric (and in my opinion, the most difficult!), but the importance of them will vary based on your marketing goals.
What metrics are most important to you? How did you get over the engagement “hump”, or what methods are you trying? We’d love to hear from you!
Sara Corbin is the owner of Good Karma Marketing. She loves being involved in the Raleigh community. She’s a proud owner of two pit-mix mutts, and enjoys cheese plates and everything lavender.
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