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How To Make Data-Based Decisions On Facebook

How To Make Data-Based Decisions On Facebook

When it comes to social media, it can be very difficult to know if you’re making the right decision. If you’re posting at the right time, or with the right type of content, or even where you should post to. Thankfully, those decisions don’t have to be left to guesswork. If you’re willing to put in a bit of effort, Facebook already has all the information you need and is just waiting to give it to you. All you need to do is ask the right questions.


The Facebook Data Mine


Like it or not, Facebook is an absolute goldmine of data. Not only that, but it knows how to use it too. Data is key to how Facebook operates, and the platform uses data to drive most, if not all of its decision making. Not only that, but it pushes past the immediate metrics to uncover real insights and answers around how to better connect with their audience. 


If you use the Facebook Insights analytics tools, you will find that you already have a wealth of data at your fingertips – from your average demographics to the time people look at your posts. But which are the insights you should be looking at?




Engagement is one of the most important Facebook metrics you can track, and one that will help you make better decisions about what type of post will go down well with your audience. But engagement is not only a sign that people like what you’re posting – it also gives your posts more exposure to your audience as well. As you probably know, Facebook uses an algorithm to determine where your posts will show up in your followers feed, and those with higher engagement rates will feature more prominently. You can track your post engagement through the Facebook Insights tool, and use it to tweak the type of content you create.




Reach is the number of people who see your content on Facebook, either organically, or because you’ve paid to put it in front of them. Because of the change in Facebook’s algorithm a few years ago, many businesses saw a substantial drop in the number of people their content reaches – which caused many of them to stop measuring it at all. But we think this is a mistake. You can still use your audience to build a larger reach, and Facebook Ads are a great way to do it. You can find your reach stats in the insights dashboard, or on your individual posts.




Yet another way to measure the visibility of your posts is through impressions. This tells you how many people saw your posts, even if they didn’t interact with them. That includes if one post was seen multiple times by a single user. Impressions are a great way to measure the ‘viral’ nature of a post. With so much content being thrown at consumers every day, you need your posts to be seen a few times before action is taken. That where the whole ‘rule of seven’ comes in. If you can see your post impressions are high, then your efforts are starting to work and you’re more likely to see results. You can find impressions data in the insights dashboard, under the posts tab. When you get there, click on the button for ‘reach’ and switch it to ‘impressions’


Referral Traffic


This is the metric most people forget to track, and yet it’s probably one of the most important. Facebook referral traffic is all about the number of people clicking links in your posts and moving through to your website, traffic from other people sharing your articles or visits from clicks on your profile. Because while Facebook is great for building a community, eventually you’ll want to get them off Facebook and turn them into real-world customers. Unfortunately, you have to hop off Facebook to check this metric – it’s within Google Analytics under Acquisition > Social > Network Referral. This will show you where all the traffic on your website is coming from, including any you get from Facebook. If you notice your Facebook referral traffic is declining, it could be a sign that:



  • Your audience doesn’t like the content you’re sharing
  • You’re getting less reach
  • Your headlines or descriptions aren’t pulling in people



Why Does All Of This Matter?


Using all of this information you can build up a pretty clear picture of who your audience is, what they respond to, and how best to reach them. You can then create tailored, targeted campaigns to generate the best results, every time. Businesses who utilise data in their Facebook marketing campaigns tend to see much better results than those who don’t, with better click-through rates and higher conversions. 


At Digital Marketing Engine, we make it our business to understand Facebook and everything around it – including the types of data it provides and how best to use it. We are proud to be a Facebook Marketing Partner and a Mastermind Member, meaning we are in the top tier of Facebook advertising experts. Our team of crack-marketers can help build data-driven Facebook campaigns for your business so that you know your money is being well spent and generating the results you want. To see how we could make this work for you, get in touch with us today.


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