If you’ve ever had to explain to someone how the content on their Facebook page performs, you know it’s not the easiest thing to do. There are a lot of metrics, and a lot of potential variables for why things happened the way they did.
Central to a good Facebook report is the data story you tell. Ideally a clear path that starts with your high-level benchmark data points and drills into more and more revealing insights.
And key to any good data story are dynamic, impacting charts.
In this article, we’re going to detail how with the help of Zuum’s free Facebook page performance report, you can compile an impressive report, with your custom commentary, on any Facebook page you have analytics access to.
We’ll outline the process in 4 steps. So let’s get started.
Step 1: Login with Facebook and select your page
This first step is simple. Just go to zuumsocial.com/free/ and login with Facebook. If you pull up the data live, you can follow along as we go through this.
As you’ve probably logged into numerous sites with Facebook, you know this only takes a few seconds. And then, a few seconds after that, you should be looking at data similar to what’s below, only for one of the pages you have analytics access to.
Note that if you have multiple Facebook pages, you can view the report for any of them. Just select the page you’d like in the upper left pulldown.
In this case, we’re going to review data for the week of Oct 10 – 16.
Step 2: Review the data for performance trends
Now we’re getting into the meaty stuff. So let’s dive in and start by determining which metric we’d like to for. The KPI, or key performance indicator.
While determining which metrics to use as your KPIs is an another article entirely (and we’ll be posting on that shortly), for now, let’s go with one of the key Facebook metrics for building brand awareness and affinity. Stories. And more specific to content, post stories.
So let’s look at several key views for evaluating your page’s content performance using the page stories metric.
Data View: How is stories performing compared to related metrics?
Take a look at the table on the Content Benchmarks page in the free Facebook report, below. Here you can see how post stories performs relative to post impressions, post consumptions, post link clicks, and post negativity. All very interesting metrics to consider.
What we want to know is whether the current trend is unique to post stories, or if it’s the same for all these metrics. And what we’re seeing below is that all these metrics are moving in unison, except for post link clicks.
With posting volume and impressions up so much, it makes sense that consumptions and stories would follow. But links clicks, probably something the chief revenue officer would like to see going up, isn’t. This could be a result of fewer posts with links being posted this period. And Facebook may pull back the impressions on link posts because they drive traffic off the site. And indeed, if we look at the Posting by Media Type, Weekly view below, we can see that while there was only one less link posts the current week vs the previous, there were significantly more other types of media posted, likely pulling attention away from the link posts.
So overall, stories are up along with many other related metrics. So let’s turn to our next chart to continue clarifying how post stories is trending.
Data View: What is the historical trend of stories?
Another key aspect to understand about our stories metric is the historical performance. Is the upward shift from between the previous week to our current week expected, or is it more of an anomaly?
Looking at the Post Stories by Type, Weekly chart below, we can see that in fact the current week, despite being up from the previous week, is still one of the lowest weeks for post stories in the past quarter, or 13 weeks.
That’s important to know, because otherwise, we might be using this week’s posts as an example of content that generates large amounts of stories, when in fact, historically that’s not the case.
Data View: How much does stories fluctuate daily?
For this, we’re interested in the day to day volatility of the metric. It’s an indication of the consistency of the metric.
If there’s a lot of variance from day to day, then there’s probably something changing from post to post that’s causing that change. It’s worth looking into what’s happening on the high performing posts that we might be able to apply to posts performing below average.
In the Post Stories by Type, Daily chart below, you can see a large spike on one day. Given that’s not due to unusually high posting volume that day (which it’s not, as you can see in the Posting by Media Type, Daily chart in the report), it tells us there must be something different about that post that’s causing it to spike so high.
So what are the potential variables causing that post’s stories to spike? Look for differences in the day of week, time of day, media type, length of post, topic of post, or the type of visual. Comparing differences in those factors between the good and the bad posts can give you a lot of insight into what’s working and what isn’t.
If your stories metric is highly consistent from day to day, then you might want to try adding more variety to many of those same factors. It’s natural for some posts to outperform others, just like some books, songs and movies do better than others.
The challenge is discovering why, and applying that to posts, where possible.
Data View: What dimension of stories drives performance?
Many metrics are made up of component metrics. Ways you can divide the metric. Post stories is a good one for this, as the stories metric is made up of likes, comments and shares.
For another example, consumptions includes photo views, link clicks, and other clicks.
It’s good to know which of these submetrics are most prominent, to know what drives the main metric’s trending.
Look at the Post Stories by Type chart, below. Liking, commenting and sharing are three very different activities. Knowing which of them is most used helps you tailor content to drive that action. Or to aim for content that might increase activities of other submetrics.
You can also look at other related submetrics in other charts, like Post Stories by Media Type, or Post Stories by Post Length. You’ll find those charts elsewhere in the report.
We’ve posted a video that goes through this Facebook page analysis process.
Step 3: Add your commentary for a custom report
Now that you’ve reviewed the data, you should have some informative insights to share with your boss or client. You just need to add those insights to the report.
Zuum makes that easy by enabling you to download the report in the Powerpoint (PPTX) format. (You can also download the report as a PNG or PDF.)
Click the download link in the top nav, select PPTX, and then open the file in either Powerpoint or, my preference, Google Slides. This will open the report in the 16:9 aspect ratio, with each page of the report on it’s own slide.
Now you can do several customizations to add impact and clarity to the report. Start by adding comment boxes. You can customize these to your brand colors, and place them anywhere on the page, for precision and emphasis.
You can even block out entire charts to make your comments really pop.
You could also place your logo on the report. You can remove some of the pages to simplify the report. And even add pages if you need to integrate other charts or information.
Your only limitations here are the amount of information you want to cover, and whatever observations you’ve made in the data that you’d like to share.
If you’d more info on this, check out this video on adding commentary to Zuum’s social media reports.
Step 4: Export to PDF and distribute
Now comes the easy part. Once you’ve added all your commentary, now you just need to put it in a file type you can send around. Both Powerpoint and Google Slides let you export the report to PDF, which will include your comments on top of the data.
Now you have a comprehensive Facebook page performance report ready for delivery to whomever you’d like to impress.
And you can try all this out for free with any Facebook page you have analytics access to. Just go to zuumsocial.com/free/ and login with Facebook. Within a matter of seconds, you should be looking at data similar to what we’ve gone through here, only for your page.
And if you need reporting on other social media accounts, or your competitor’s activity, we have a lot to offer in those areas, as well.
Let us know any comments or questions you have, as we love hearing what people like, or what they’d like to see us do better!