When compiling a report on Facebook activity, there are several key components that should be included to provide a comprehensive overview. In the opening section, it’s helpful to outline the purpose and scope of the report. This gives the reader context for understanding the findings that will be presented.
Overview
The overview section should explain why the Facebook report is being created and what timeframe or date range it covers. For example, a report may analyze Facebook activity for a specific campaign or initiative that took place over the past month. Defining the goals of the campaign or initiative can provide additional context.
This section should also briefly mention which metrics and data points will be covered in the report. For instance, the report may look at engagement, reach, website clicks, and other key Facebook analytics. Calling out the main areas of focus helps set expectations for readers.
Engagement Analysis
One of the most important sections of a Facebook report focuses on engagement analysis. Engagement refers to how users interact with content on Facebook, primarily through reactions, comments, shares, and clicks. Analyzing engagement metrics provides insight into how well content is resonating with the target audience.
Key engagement data to include:
- Post reach – the number of unique users who saw the content
- Reactions – how many likes, loves, wows, etc. each post received
- Comments – how many comments users left on posts
- Shares – the number of times users shared the content to their own feeds
- Clicks – how often users clicked links within the posts
Compare engagement metrics across different posts and campaign phases. Look at which types of content and messaging drove the most engagement. Point out any interesting or surprising findings from the data.
Engagement Rate
One useful metric is the engagement rate, which measures engagement as a percentage of reach. This shows how well content engaged users who saw it. To calculate:
Engagement Rate = (Engagements / Reach) x 100
Report the overall engagement rate for the full campaign timeframe, as well as for specific posts, content types, or phases. Higher engagement rates indicate content that resonated strongly with the target audience.
Audience Growth and Reach
The next section of the report should examine metrics related to audience growth and reach. This includes changes in followers and fan growth, as well as post and campaign reach. Key data to include:
- Follower count – number of new followers gained
- Fan growth rate – percentage increase in Page followers
- Average post reach – typical number of users who saw posts
- Best performing posts – posts with the highest reach
- Paid vs. organic reach – compare reach for paid ads vs. organic content
Present follower growth in simple numerical terms as well as percentages. Use bar graphs or charts to visualize the data. Analyze any major differences between paid and organic reach.
Audience Demographics
Facebook Insights provides demographic data on the audience that engages with Page content. Include key statistics like the top locations, age ranges, gender breakdown, and languages spoken by the audience. Compare this to the target demographics to see how well content reached the intended audience. Changes in demographic data over time can also provide interesting insights.
Website Traffic
If driving traffic to a website is a goal, the report should analyze website clicks and other website traffic metrics. Useful data points include:
- Link clicks – total clicks on links within Facebook posts
- Click-through rate – percentage of post reach that clicked links
- Website visits from Facebook – number of sessions from referred Facebook traffic
- Top landing pages – pages receiving the most Facebook traffic
- Bounce rate – percentage of users who left the site after one page
Present website traffic numbers as simple totals and percentages. Use bar graphs or charts to illustrate click-through rates, bounce rates, and other percentages. Analyze how well Facebook content drove website engagement.
| Post | Link Clicks | Click-through Rate |
|---|---|---|
| Facebook Post 1 | 500 | 5% |
| Facebook Post 2 | 600 | 6% |
Facebook Ad Performance
For campaigns involving paid Facebook ads, the report should contain metrics showing ad performance. Include data on:
- Ad impressions and reach
- Clicks and click-through rate
- Cost per click
- Conversions and cost per conversion
- Return on ad spend
Use graphs and charts to illustrate ad metrics visually. Compare performance across different ad sets, creatives, and target audiences. Analyze the results to determine the most effective targeting and creative approaches.
Measuring Conversions
If ads are intended to drive conversions like app installs, purchases, or email signups, include conversion numbers and cost per conversion. Lower cost per conversion indicates greater ad efficiency and return on spend.
Top Performing Content
A Facebook report should highlight specific content that performed exceptionally well during the campaign or analysis period. This includes posts, ads, and videos that saw high engagement, reach, clicks, conversions, or other important metrics compared to other content.
For example, call out posts that went viral and were shared extensively by the audience. Or highlight ads with the lowest cost per conversion or highest click-through rate. Analyzing why this content resonated can provide learnings to inform future content creation.
Examples of Top Performing Content
- Post promoting contest with 10x higher engagement than average
- Video highlighting new product features shared 500 times
- Ad targeted to parents with 50% lower cost per conversion
Key Takeaways and Recommendations
The final section of a Facebook report should summarize the key takeaways from the campaign and make recommendations for moving forward. What overarching conclusions can be drawn about content effectiveness, audience engagement, ad performance, etc.? How should future Facebook marketing strategies be shaped based on the findings?
This section can include subheadings with specific ideas for optimization. For example:
Improve Engagement with More Visual Content
Posts with photos and videos saw 2x higher engagement than text-only posts. Create more visual social content focused on behind-the-scenes images, product imagery, employee videos, etc.
Expand Video Ad Testing
Video ads had the highest click-through rates. Test additional ad creatives, formats and audiences to potentially improve video ad results further.
Exported Data Files
For transparency, include exported CSV files with the raw analytics data powering any charts or graphs included in the report. This allows stakeholders to analyze or manipulate the data further if desired.
Conclusion
In summary, a comprehensive Facebook report will analyze key metrics like engagement, reach, website traffic, conversions, and ad performance. It will compare results across different phases, content types, and audiences. Charts and graphs should present data visually wherever possible. The report should highlight top performing content and takeaways that can inform future strategy. Following this format will provide a data-driven assessment of Facebook activity.