Facebook Social Media Dashboard from Octoboard



Complexity of KPIs and metrics in a Facebook social media dashboard can be overwhelming. Metrics are difficult to collect and sometimes very hard to understand. This is why we wrote this short document to help address this problem in a practical, less complicated way.

KPIs are too complex. Look for insights instead.

Forget about KPIs or metrics for the moment, after all, they are little more than just numbers. What you should be looking for is insights – a story that tells you something new, a new trend, new activity, and in general –  something of value to you or your business.

Spotting insights is not easy. Instead of learning how to create KPIs  and adding them to dashboard think about questions that you want answered daily and without effort.

To spot insights, think of practical questions you want to answer daily and look at metrics that are relevant.

We have selected simple questions for you to get started.  We also broke each question into metrics that we know are possible to retrieve (in fact, we have already retrieved them for you). If you look at metrics in the context of a practical question you will start spotting trends, and this is how you will get to insights.

We have selected simple questions to get you started and match them with metrics that we know you can use without much effort.

We only pick metrics that are readily available and provided to you automatically so there is no need to call IT support – you can select and look at them in a ready-made dashboard template below.

Start from these simple questions first. Ask them daily (or any time with octoboard.com). Once you get comfortable, you can always ask for more and get more value from your data.


QUESTION 1: Can I track my Facebook post popularity and audience feedback in real-time?


It is important to know when your audience reads and reacts to your content. Engage with your readers when you have their attention. The more timely and responsive you are the higher will be overall engagement. For active social network users, it is important to be able to check user feedback without the need to log in and out of websites. Use an online social media dashboard for Facebook to watch engagement in popular social networks without constantly switching between accounts.

Octoboard: Facebook performance widget in analytics dashboard

OVERVIEW – Key Facebook metrics in one widget.

PERFORMANCE – Impressions (pages displayed), Reach (visitors) and Engagement (sum of clicks, likes and shares) over a period of time.

RECENT POSTS – Recent posts with Likes and Comments sorted by date (latest posts first).

Hashtags: #live-view




QUESTION 2: What is my audience’s age and gender? Where are they from?


Understanding your audience is extremely important. You can use this information to rank your traffic sources, to uncover business opportunities, to build sales strategy and much more. Start from understanding your viewers’ age, gender and geographical information. Combine it with TRAFFIC SOURCES, ENGAGEMENT RATE.

Octoboard: Facebook audience and total friends widget in analytics dashboard

AUDIENCE – Countries, cities, languages, age and gender of your audience.

TOTAL FRIENDS – Current number of friends or page fans.

FRIENDS BY REGION – Countries where your friends and fans are from.

AGE AND GENDER – Demographics of your fans and friends.

FANS – Number of people that like your page – cumulative view.

NEW FANS – View the number of new people that like your Page by day.

FANS BY LANGUAGE – Top languages of your audience.

FANS BY CITY – Top cities that your audience is from.

Hashtags: #audience




QUESTION 3: How often do people see my Facebook content?


REACH is a great metric. It tells you how many people are shown (reached by) your content (or ads). Not all social networks report user counts. Instead, they report counts of views or IMPRESSIONS and view FREQUENCY. Use REACH to evaluate and fine-tune definitions of your ad campaigns. It is useful to track it over time and correlate with actions such as LIKES. If your content REACH grows but LIKES count declines this could be an indication of low content relevance.

REACH – Page reach over time.

IMPRESSIONS – Number of times your page activity is displayed to your audience.

IMPRESSIONS AND REACH – Impressions and reach of your Facebook Page content over time.

Hashtags: #reach



QUESTION 4: Where does my Facebook traffic come from?


Octoboard widget: Facebook friends mapTraffic sources tell you what websites and social networks your audience comes from. Analyze it over time and use insights to understand what drives your traffic and where to focus your efforts to maximise it. We recommend looking deeper into audience traits from different traffic sources. Identify audience that engages with your content, paying customers or people with relevant interests and rank your sources accordingly. Then focus your efforts on sources with highest value.

REFERRERS – Top referring domains ranked by views.

Hashtags: #traffic-sources




QUESTION 5: Do people come to my page after seeing Facebook Ads?


Octoboard: Facebook reach - Paid vs. Organic - widget in analytics dashboardREACH tells you how many people are shown (reached by) your content (or ads or posts). Facebook can report REACH based on how people access your Facebook – organically (by just browsing Facebook or Internet) or paid (as a result of clicking on Facebook Ads). You should use this to evaluate effectiveness of your Facebook Ad campaigns.

PAID VS ORGANIC REACH – Paid vs Organic reach over time.

IMPRESSIONS PAID VS ORGANIC – Impressions over time – paid vs organic.

Hashtags: #reach-paid-organic



QUESTION 6: How viral is my content? Do other Facebook users talk about and spread it further?


Great content can become viral. It happens when others start talking about your articles or posts, add links and spread the word. Friends of your friends pick it up and become your audience and so on. When it happens it is almost always a great news. If your content becomes viral, it is important to understand why and hopefully repeat the success. VIRAL REACH metrics help to identify these moments. Revisit your viral content and learn from it to make your future posts and pages even better.

VIRAL REACH – Viral reach count over time (number of people who saw your content published or linked by your friends).

VIRAL IMPRESSIONS – Number of viral impressions over time.

Hashtags: #reach-viral



QUESTION 7: Is my Facebook content gaining popularity?


Counting LIKES, CLICKS and trending them over time show how interesting or popular your Facebook content is. It could be useful to combine it with ENGAGEMENT metrics.

POST LIKES – Page content Likes by day.

POST CLICKS – Page content Clicks by day.

Hashtags: #account-popularity




QUESTION 8: Do my visitors like and interact (engage) with my Facebook content?


Octoboard widget: Facebook Engagement metrics in a graphENGAGEMENT shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, and more. This is an important metric to keep an eye on because higher consumer engagement is a sign of great content. ENGAGEMENT RATE is a metric that is used heavily in analyzing social media. Because the engagement rate is calculated relative to the number of followers a company has on social media (or number of views), the rate for both small and large companies can be compared equally.

ENGAGEMENT – Number of actions related to your posts: clicks, shares, likes and comments.

ENGAGEMENT RATE – Rate of engagement with your content based on Clicks, Shares, Comments and Likes.

ER = (Clicks + Shares + Likes + Comments) / Reach

POST LIKES – Page content Likes by day.

POST CLICKS – Page content Clicks by day.

SHARES – Page content Shares by day.

COMMENTS – Page content Comments by day.

POSITIVE FEEDBACK TRENDS – Positive action types and action counts over time.

POSITIVE FEEDBACK TYPES – Positive actions types and event count for last period.

CONSUMPTION TRENDS – Content consumption trends by type.

CONSUMPTION TYPES – Consumption types ranked by customer actions.

Hashtags: #engagement




QUESTION 9: Can I identify and quickly react to negative feedback?


Facebook provides a number of metrics that indicate negative feedback from your readers. Facebook can breakdown negative actions of your customers by types and trend them over time. Sometimes, these actions are caused by negative attitude towards your views (posts). More often they indicate a level of disappointment in your activity. It is very important that you quickly react to visitors’ feedback (both negative and especially positive). If NEGATIVE ACTIONS count increases, it may be an indication that you are either not active or not timely enough with your responses.

UNLIKES – Page content Unlikes by day.

NEGATIVE ACTION TYPES – Negative actions types and event count for last period.

NEGATIVE ACTION TRENDS – Negative action types and action counts over time.

Hashtags: #negative-feedback




QUESTION 10: Can I monitor stories published about my Facebook Page?


Stories include liking your Page, posting to your Page’s Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, photo-tagging your Page or checking in at your Place.

Octoboard widget: Facebook latest posts

STORIES – The number of stories published by friends about your Facebook Page.

STORY IMPRESSIONS – The number of impressions of stories published by a friend about your Facebook Page.

STORY TYPES – Story types ranked by count of stories.

Hashtags: #reach-stories




Number and complexity of metrics in a Facebook social media dashboard can be overwhelming. Instead of jumping into complex stuff, start from practical questions and metrics that are easy to follow and readily available.

Remember, this is your data. Get smarter now by using data your already own. These selected metrics have been prepared for you by OCTOBOARD. Go ahead, it will take seconds to setup. No credit card required.


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