Your Events’ growth is supported by working systematically on content and ads. Each of these two parts will perform differently at different times, so it is of great importance to monitor their respective Facebook metrics. It is not only about watching the number of Interested and Going; you need to understand the numbers and use them in your strategy. This chapter covers the following:
— Reading the metrics and making appropriate decisions
— Three main metrics for understanding Event performance
— Six actionable conclusions based on Event metrics
— Three metrics to create the best content
Reading the Facebook metrics and making appropriate decisions
Our goal is to attract as many followers to our Facebook Event as possible, to describe the Event, and to direct followers to the ticketing website. Accordingly, the metrics should show which parts of the user flow are working effectively and which parts need correction. Here are some easy tips to quickly get the best results:
- Make decisions using metrics.
- Monitor metrics over time instead of just relying on the final count.
- Monitor metrics on a regular basis, once a week at least.
- Start with the general Event metrics.
- Analyze what’s working and what’s not in content and advertising. Improve.
Three main Facebook metrics for understanding Event performance
The Facebook metrics we’re monitoring should align with the aim of our strategy. Therefore, we choose the following:
- Responders — the total of Interested and Going for an Event. This shows the Event’s audience, its growth, and the estimated number of people receiving notifications about your Event. This metric reflects the growth of the user base, who you need to work with by describing the Event, getting feedback, and converting subscribers to website users and ticket buyers.
- Published Posts — the number of posts you publish. Your Event content strategy directly influences the conversion of your audience into buyers. Posting on a regular basis is essential.
- Clicks — the number of clicks through the ticketing link in your Facebook Event. This metric shows if the audience is interested in your posts and the Event itself. The number of clicks directly influences the number of ticket buyers.
Making Facebook metrics speak
For a better understanding of how efficient your marketing strategy really is, you not only need to look at the total numbers, but to understand their change dynamics. Let’s consider the following examples. First, look at the number of responders in the left graphic, while ignoring the right graphic for now. What conclusions can we draw? We see that some Events are bigger than others. However, if we consider the data on the right, which uses small graphs to reflect the growth of Event responders within the last seven days, we can estimate the growth rate and single out the Events that require more marketing effort.
Six conclusions based on weekly Event metrics:
We’ll now introduce a new framework for weekly monitoring the Facebook engagement of your Events. This will help you adjust your promotion strategy every week. The metrics below are available both in the Insights tab of your Facebook Events and in the Event Marketing Toolbox.
1. Event promotion launch
Goal: initiate Event growth and get more responders. The best way to start is by using paid Event Response ads, but also make sure you’ve made good use of all the free promotion ideas. We recommend reading the chapters on free promotion and paid ads.
2. Audience growth has slowed down, no active ads
Goal: revive Event audience growth. Launch Event Response ads.
Recommended: explore advice on paid ads optimization and use all free promotion options.
3. Audience growth has slowed down, some ads active
Goal: revive Event audience growth. Reset ads, find new targetings, change pics and videos in the current ads, create new texts. If you run into difficulties coming up with advertising ideas, we’re here to help (each Ad Ideas page has a corresponding button).
4. Event audience has grown, but there were no posts
Goal: tell people about the Event. It’s time to start working with the audience you’ve attracted. Publish posts with interesting information about the Event; posts you publish to an Event become notifications in the responders’ newsfeeds.
We recommend exploring template posting and reading our chapter on creating content if you don’t have time to post manually.
5. Event audience has grown, posts are being published, but do not get many clicks
Goal: review the content strategy. Your posts are not effective; they do not meet the interests of your audience. Brainstorm content that can better involve people in your Events.
We recommend reading the chapter on Event content strategy and working with posting metrics.
6. Event is growing fast, posts are being published, ticketing link is used often
Goal: understand reasons for fast growth and support the trend.
We recommend analyzing paid and free ad parameters (whether or not you are spending money effectively), and/or to increase your ads budget.
Three Facebook metrics for work with your Event content
After getting an overview of your Events in general, you need to optimize the content part of your marketing strategy. How can you understand what posts are effective and what to do with them?
As you’re working on your content, you should differentiate between which content performs best for clicks to your ticketing website, and which content is the most engaging:
- Post click rate — effectiveness of posts and their power to make people click the link and continue to your ticketing website for purchase. Such posts should appear as often as possible to increase your website traffic.
- Post engagement rate — the rate of your posts’ engagement, which shows which posts result in feedback from your subscribers, such as likes, shares, and comments. Posts with the highest rate are the best examples of content that truly engaged the audience in the upcoming Event.
- Negative Signals — which posts result in negative signals from your audience, like when people mark posts with an “angry” or “sad” reaction. You should react to such signals and avoid upsetting your subscribers.
Comparing posts from small and large Events
Content analysis aims to understand which posts perform well and which ones perform poorly, thus coming to proper conclusions and adjusting your content strategy in the future.
It is clear that a direct comparison of posting metrics will not work, as posts in Events with a large number of responders will show better results. This problem is solved by parameter normalization. We divide each parameter value by the number of responders and multiply the result by 100%; the result will show the engagement rate of the audience. As distinct from the official metrics, we suggest counting clicks separately.
Consider the following example:
— Event А has a total of 3,770 responders, a concert announcement post was published and gathered 28 reactions, 11 comments, 8 shares and 53 clicks
— Event B has a total of 14,543 responders, a post with a video announcement was published and gathered 55 reactions, 9 comments, 3 shares and 23 clicks
|Event A post||Event B post|
|Post click rate||1.4%||0.22%|
|Post engagement rate||1.24%||0.46%|
Normalized parameters show that post B worked worse by every measure. Thus, we can analyze the whole account and find the best types of content to be created for our Event.
For example, it will give you a better understanding of what to post about and what content type performs best.
Types of Facebook posts
As explained in the chapter devoted to content, different types of posts have different reaches (Facebook gives better reach to posts with video), while Polls are much more engaging than pictures. The main types of posts are as follows:
- With link included
- Pure text
- With pic attached
- With photo album (several pics)
- Native Facebook video
- GIF post
Finding an Ideal Formula for a Facebook Event Post
Unfortunately, there is no ideal posting formula to get the maximum Facebook engagement rate, but we can analyze what works well or poor in each particular case. First, you need to consider all posts over the past week:
- Posts with the best Post Click Rate over the last 7 days
- Post with the best Post Engagement Rate over the last 7 days
- Posts with the worst Post Click Rate over the last 7 days
- Posts with the worst Post Engagement Rate over the last 7 days
- Posts with the highest number of negative reactions
This data is helpful for making conclusions on the quality of posts. First analyze the topics of such posts, as well as their format. Then you need to analyze future posts that are scheduled for your Events, discard those following the worst pattern and increase the number of posts following the effective pattern. It’s possible that abusiness conference audience reacts best to video invitations from the speakers. For a concert with a single performer, a notice about a new single might be the best option, while in other cases a poll asking for opinions on the setlist for the upcoming Event may work better.
Subscribe to Event Marketing Toolbox content digest to stay relevant, and study the analytics section where you can see the best posts and filter them by the above-mentioned parameters:
- All events, or a particular one
- Post type (photo album, poll, video, link, etc.)
- Only upcoming Events or past Events included
- Published at any time, or only over the last 7 days
- With negative signals
You can also filter the posts by number of clicks, engagement, and click rate.
We recommend analyzing your posts at least once a week.
Monitoring the metrics
In order to monitor the metrics, all you need to do is to get connected to the Event Marketing Toolbox. You can overview them at a glance on the main page in the Posting section.