How to measure the impact of your Facebook page?

86% of companies are now present on social networks (i.e., times more than three years ago). Being present on Facebook is already a good start, but setting up a strategy and measuring the impact of your company’s social media strategy is better! We will therefore see which key performance indicators (KPIs, Key Performance Indicators) are essential to know and take into account to measure the impact of your business on Facebook.

Facebook statistics offer many keys to analyzing and understanding your strategy’s impact. Look in the “statistics” part of your page and walk through the different sections: Likes, Reach, Visits, Publications, Videos, and People.

You can also export the data over a given period to analyze it from an Excel table (much more practical for calculations.)

1. People who like your page

First, it is essential to have an overview of your community profile. Highlight the percentage of men and women, the majority age range in your community, country/language, and, if helpful in your report, the top 3 or 5 cities where your fans are the most present.

2. The total number of “likes”

Also, look at each end of the month, for example, the total number of likes on a Page, to compare your average performance over the year.

3. The new “likes”

Add up the total new likes over time and compare the days with the most likes to your posts’ calendar to see if some posts performed better than others and if they could help you. Bring in more organic likes.

You can also get the number of new paid likes as a result of a campaign.

4. Total dislikes

As with likes, add up the total of “dislikes” over a given period and highlight the days when there were minor interactions on your posts to check whether specific positions have not underperformed.

5. The churn rate

Take the sum of “likes” and the sum of “unlikes” over the same period, then divide the sum of “unlikes” by the sum of “likes” to obtain an indicative unsubscribe rate.

Scope / Reach

In English, ” reach ” is the first key indicator that must be checked and monitored. You should know that Facebook naturally restricts your space and does not display the content of your publications to all your subscribers. For your content to be broadcast to subscribers and more, you must pay and buy advertising.

Every month, check your average reach and calculate if each post is higher or lower to give you a performance indicator.


Facebook defines impression as the raw value of the number of times your story was seen on your wall and in the stories of your fans and non-fans. This means that if a fan sees your post multiple times in their News Feed, all those times will count towards impressions.

Add up all the impressions each month and compare month to month (or post to post) to see which post was viewed the most or which month performed best in terms of impressions.


Feedback is simply the sum of likes (like), comments (comments), and shares (shares) on a publication. Do not stop at the figures given by Facebook and read the comments to find out if they are positive or negative. This will help you know the tone of your post.

Engaged users

The engaged users (engage users) are the sum of people who have clicked anywhere in your publication, whether it is a comment, like, share, or a click on the magazine on a link… it is of a user who has created an interaction.

This number is higher than feedback and shows how many people interacted with the post.

The engagement rate

To know the engagement rate of a publication or your page (on all your posts), you must divide the number of users engaged by the average reach over a given time.

You can also measure the engagement rate for each post over a month and compare them month after month.

Embed a Facebook post on your website or blog.

This option offers even more visibility for your Facebook page on your site or blog. Rather than a single button, you can embed an entire article by copying and pasting some simple code. Navigate to the article you want to embed, click the three dots in the upper right corner, then click Embed. Then copy and paste the code into your HTML code. Here is an example from the Hootsuite Facebook page:

Visitors who click on your embed post to learn more will be redirected to the center as it appears on your Facebook page, creating an opportunity for a new Page Like. And visitors can like the post directly from the embedded post without leaving your website or blog.

Add a link to your Facebook page in your newsletter or email signature

People you already communicate with through different channels, such as email or an opt-in newsletter, are great potential audiences for your Facebook Page. Make sure it’s easy for them to find and communicate with you by adding links to your Facebook page in all your email communications.

Cross-promote your Facebook page on other social networks.

Leverage the following you’ve created on other social networks to cross-promote your Facebook content. Don’t just post a link to your Facebook page and ask people to follow you. Instead, choose a good chunk of specific content from your Facebook Page — like an infographic or a short video — to promote so you can highlight the value of your Facebook Page rather than just letting people know it’s worth it. Exist.

Aim for shares

Posts shared on Facebook increase your organic reach, giving you a better chance of getting more likes on Facebook. A share also indicates that someone cared enough or a lot about your content that they were motivated to share it on their network, giving you extra credibility with an audience that may not be. Not yet to become familiar with your brand.

Invite contacts and existing employees to like your Facebook page

Facebook makes it easy to invite people with personal connections to your brand to select the business page, but be careful how you use this feature. The simple act of sending out mass invites may result in your Page being removed from those people’s friends list than bringing in more likes for your Business Page.

Instead, create a message explaining the value your contacts could get from using your page. Write it according to their profit and not yours.

It would help if you also encouraged employees to like your Facebook page, both so they can stay up to date with all the products you promote as a brand and as part of a broader employee advocacy strategy.