facebook marketing KPIs brand awareness

Facebook KPIs Business Owners Must Know for Brand Awareness

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You’ve heard it a million times:

“You need to know your KPIs.”

But what are KPIs? And why are they so important to determine the success of your campaign?

KPIs are key performance indicators. They’re metrics that help you measure how well your business is doing, and they can help you determine whether or not you’re meeting your goals. KPIs are important because they allow you to make adjustments in your marketing strategy and effectively measure the effectiveness of those adjustments.

It’s important to track your brand awareness because it helps you understand how much of your audience has heard about your brand, and how many people are aware of it at all. You can use this data to determine whether or not you’re reaching your target audience, and if not, what needs to be done to improve.

Here are some terms that you need to know on Facebook’s KPIs:


This is the number of unique people who have seen your page and post. This can be achieved by a friend of theirs sharing a post organically, or by seeing an ad on Facebook.


How many times your content was seen on Facebook at any given instance. If user sees your content on a mobile device and also sees your content when a desktop is used, both instances would be counted as two impressions. This will be a good measure of how far your content has come but is not that accurate compared to Reach.

Follower Growth

While this may be considered as a “vanity metric” to some, more followers usually indicate that a business is more trustworthy, credible, or an authority when it comes to a subject matter. So while it may not be the most important metric, first impressions last, so you can work on increasing your follower growth especially when you are starting to build your brand.


The more people engaging in your content, the more likely they are to convert. So aim to get them to talk to you, and vice versa. Don’t make your Page into a bulletin board, interact, discuss, and encourage comments on your page. It builds rapport and moves your customers down the sales funnel, making it easier for you to convert them into customers next time.

Ad Recall Lift

If you are using Facebook Ads, Brand Recall is an objective that you can use to promote brand awareness. Ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days.

At their core, Facebook KPIs are a way for you to gauge your marketing effectiveness on the social network. To do this, you need to determine what your key marketing objective is. Is it that you want more likes? Or more engagement? Or more conversions? Once you know what your key marketing objective is, it becomes much easier for you to track and measure it via the chosen KPI. Remember, though, that the key to success is to constantly be optimizing the KPIs that you choose to use. Just because someone clicks on your campaign doesn’t mean that they’re ready to buy or like your Page. And just because someone likes one of your Page posts doesn’t mean that they will like all of them. Always try to optimize your KPI by testing different types of content and variations in your advertising spending.

Not sure where to start? Let Online Philippines help your brand make an edge in social media with our Social Media Marketing service. Contact us for a FREE ASSESSMENT.

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