facebook performance report template

FACEBOOK PERFORMANCE REPORTWeek 17

April 20-26, 2015

YOURLOGO

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

How to use this report template

Use this template to track metrics used in the Social Media ROI Framework. All the

charts are created in Excel and you’ll need to track the numbers in there before

copying and pasting charts for each new report.

The report can be compiled weekly, fortnightly, monthly or even quarterly. It can be

adapted to report on the other social channels since the Social Media ROI

Framework is channel agnostic.

Don’t forget, if your online conversion point is not e-commerce, you will need to

remove the Revenue metric.


Facebook Performance KPIsWeek 17 (April 20-26)

KP

I Engagement Rate (ER)

Community Growth Rate

(CGR)

Click Through Rate

(CTR)Reach

Wk

17

0.250% 1.00% 2.50%37,500

0.085% 0.70% 0.25%23,467

26% 3%WoW change:

Targ

et

49% 19%

Wk

16

0.114% 0.59% 0.24%46,332

Conversion Rate (CVR)

Revenue

0.10% $1,000

0.04% $706

27%33%

0.03% $554

= benchmarked competitively & historically

= benchmarked historically


Engagement Community growth Click throughs

Facebook page Posts by page

Likes, Comments & Shares

ER ER +/- WoW

Total fans New fans CGR CGR +/- WoW

Link clicks

CTR CTR +/- WoW

Your Brand/yourFBpageURL 4 167 0.085% Down 26% 49,100 340 0.70% Up 112% 242 0.25% Up 3%

Competitor 1/competitorFBpageURL 6 790 0.121% Down 45% 108,654 540 0.50% Up 261% 306 0.06% Down 58%

Competitor 2/competitorFBpageURL 2 1,086 0.655% Up 26% 82,953 1,496 1.84% Down 58% N/A N/A N/A

Competitor 3/competitorFBpageURL 11 4,156 0.192% Up 130% 196,350 1,047 0.54% Up 57% 2,415 0.20% Up 69%

Competitor 4/competitorFBpageURL 14 425 0.057% Up 43% 53,705 346 0.65% Down 15% N/A N/A N/A

Competitor 5/competitorFBpageURL 12 114 0.012% Down 10% 77,653 92 0.12% Down 32% 34 0.01% Up 16%

AVERAGE 8 1,226 0.175% Up 16% 114,171 625 0.65% Down 27% 848 0.13% Up 16%

Facebook Competitor BenchmarkingWeek 17 (April 20-26)

FB logo

FB logo

FB logo

FB logo

FB logo

FB logo


Total Reach

Week 14 Week 15 Week 16 Week 17 -

5,000

10,000

15,000

20,000

25,000

30,000

-

500

1,000

1,500

2,000

2,500

4,019 3,674 1,091

4,439

17,025 15,687

25,342 19,221

Organic reach Paid reach Unique engaged users

Tot

al R

each

Uni

que

enga

ged

user

s


Week 14 Week 15 Week 16 Week 170.000%

0.100%

0.200%

0.300%

0.400%

0.500%

0.600%

0.700%

0.800%

0.900%

1.000%

Your Brand

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

Average

Eng

agem

ent R

ate

(ER

)Engagement Rate (ER)

Insert annotation Insert annotation

Insert annotation



0.50%

1.00%

1.50%

2.00%

2.50%

Your Brand

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

Average

Com

mun

ity G

row

th R

ate

(CG

R)

Community Growth Rate (CGR)

Insert annotation

Insert annotation



0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

Your Brand

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

AverageClic

k T

hrou

gh R

ate

(CT

R)

Click Through Rate (CTR)

Insert annotation Insert annotation



0.02%

0.04%

0.06%

$-

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

$700.00

$800.00

Revenue Conversion Rate

Con

vers

ion

Rat

e (C

VR

)

Rev

enue

Conversion Rate (CVR) & Revenue


About KPIsThis report uses the following KPIs to assess performance week on week against historical performance and against competitors:

=

Likes + Comments + Shares

Posts

Page Fans

x 100

=

(This period – Last period)

Last period

x 100

=

Clicks on links

Posts with links

Page Fans

x 100

=

Number of conversions

Clicks on links

X 100

=

Revenue generated

from social posts

Ca

lcu

latio

n

Engagement Rate (ER)

Community Growth Rate

(CGR)

Click Through Rate

(CTR)Reach

Conversion Rate (CVR)

Revenue

= benchmarked competitively & historically

= benchmarked historically

KP

I

=

Number of unique

people who saw our

content


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