If you’re going to make money off your business through social media, Facebook has many solutions to help you track visitors. Part of this comes in helping you better figure out which visitors are truly organic or through paid ads.
It was often hard to tell the difference until Facebook recently changed their analytics platform.
Updating Organic Reach
Facebook provides thorough info on why they updated their organic reach analytics so it works similarly to paid reach. They’ve improved their metrics so you can measure organic reach directly like you do with all visitors visiting from paid advertising.
Prior to the change, you could only measure this when a person had an unpaid post placed into their news feed.
Some might worry this change will lead to lower organic reach for your page. While this may occur for many pages, being able to measure this separately helps you differentiate between organic and paid searches.
Fortunately, as Facebook usually does, they make many of their changes easy to use.
A Redesign of Facebook’s Page Insights
Facebook not only changed the way you measure organic reach, but also revamped their Page Insights section. They rolled out these changes last February for iOS and Android devices.
To make things easier, Facebook is providing a comparison chart on Page Insights to show the old way in how they measured organic reach and the new way.
While many engagement metrics stayed the same, they note the only dramatic change was in how to measure reach rather than changing news feed distribution. For better organization overall, they moved the most important metrics to the top of the page.
At the top, you’ll see general info on likes, reach, and engagement. They’re following this with recent post performance and previews of your newest page engagements.
The real goal of this redesign is to help businesses be able to more effectively read the metrics they care most about.
Studying What’s Worked Before
Being able to better scope out your organic reach is going to help you create a new page based on the posts that worked best in the past. A new Page Insights section lets you see what’s worked before in specific categories so you don’t have to do extra research to put everything together.
This means seeing the most engaged demographics in your analytics and creating ad campaigns based on which ones respond most favorably.
Many businesses already see this new added value, particularly as proof of Facebook’s worth in helping companies improve.
Reinventing What a Page View Is
Changing the definition of what counts toward reach is important to give a better sense of reality for your business. Facebook’s changes ultimately evolve analytics to a level that’s important for everyone.
Finding the truth about who’s really visiting your Facebook page is sometimes sobering, yet important to know what’s truly working and what isn’t. Making assumptions only leads to the wrong business decisions that brings lower page views.
Much of this redesign is intended for easy viewing on mobile devices so you can view your metrics while on the go. Being able to do this in real-time is becoming more essential in a time when business competition requires making smarter and faster strategic moves.
Contact us at ThinkFlame to use our marketing agency expertise for effective inbound marketing. We’ll help with lead generation through great content on Facebook or any social channel.
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Cassandra is the Content & Social Media Strategist at ThinkFlame. There is no challenge too big or too small. She enjoys creating, integrating and managing online communities and working with clients to building up their social footprint.