Meta (Facebook and Instagram) is the most effective social media channel for driving conversions, as it has the most sophisticated and powerful ad algorithm.
Followers are no longer a useful metric for Meta - instead focus on reach, engagements and results.
| Framework | Metrics |
|---|---|
| Size of audience | Reach |
| Engaged audience | Engagements, engagement rate |
| Results | Conversions, avg value |
| Meta Ads: no of results, cost per result, return on ad spend (ROAS) |
Other useful metrics
| Metric | Why? |
|---|---|
| Video views | Important for organisations running video content. Check average view duration, and completion rate. |
| NB: 3 second video views are not a useful metric as the duration is too short and frequently just represents videos auto-playing as users scroll past. 3 second views should not be included in reporting. | |
| Demographics | Meta Ads will give you some basic demographics for your audience - age, gender and platform (i.e., Facebook vs Instagram). This can be useful for tailoring ad content, and moving promotions to the most effective channel. |