Like it or not, engagement is closely tied with Facebook advertising. While digital marketing companies may have disagreed on the importance of engagement for years, there’s no question that Facebook engagement is an essential part of your key performance indicator (KPI), which is what we typically measure to see how our campaigns are working.
If you have a comprehensive marketing approach to Facebook, and you have a variety of ads for various objectives, then it can be quite complex to get reports that are both accurate and valid. This is why segmentation is so important. If we bring you an average engagement rate, and we assume that it applies to all the diverse content posted to your Facebook – including photos, links, videos, etc. – then we’re not going to get accurate results. In that situation, we’re essentially comparing apples and oranges.
This is why a single metric can’t be used to review your Facebook performance as a whole, or to see if a particular Facebook ad is successful. The good news is that you have Webstract here to set up your campaigns in such a way that it’s easy to see what’s working and what’s not working. Call us today at 855-201-5800 for your free quote.
It’s all about objectives
The reason companies became so concerned with Facebook’s engagement metrics is because they want Facebook – and social media in general – to be a place that brands can build trust and awareness. They want to know what their retention rates are, and they want to know what’s driving revenue and what isn’t. Why? For the same reason all marketers do: They want to know what campaigns are offering the best returns on investment.
The bad news is that classifying Facebook engagement like this is inconsistent at best. First of all, there are a variety of vanity metrics that aren’t actually all that useful – shares, comments, etc. – and second of all, there are behind-the-scenes metrics, for example clicks on a website from Facebook, that also don’t provide the comprehensive information you need.
Why? Because the best form of engagement isn’t the same on all types of ads. For example, if you have a post that links to your website, then obviously the best form of engagement is for users to click on the website. On the other hand, if you’ve posted a video then you want to track how long users actually watched the video because this will give you information on how relevant it actually is to your followers’ needs.
So what’s the answer? Call in the professionals
It may seem that this is all confusing and that there’s no right answer. Fortunately, that’s not the case. In reality, what you need is a digital marketing company who can track a variety of metrics. At Webstract, we focus on the best ways for your individual company to contact with clients. For some companies, that’s blog posts, for others it’s Facebook videos. Call us today at 855-201-5800 and we will look at your website and offer our tips – for free!