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FACEBOOK PERFORMANCE REPORT

Week 17
April 20-26, 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 REPORT WEEK 17 2015

 = benchmarked competitively
& historically

Facebook Performance KPIs

= benchmarked historically

Week 17 (April 20-26)

Engagement Community Click Conversion

KPI

Reach Rate Growth Rate Through Rate Rate Revenue

(ER) (CGR) (CTR) (CVR)
Target

37,500 0.250% 1.00% 2.50% 0.10% $1,000

Wk 16

46,332 0.114% 0.59% 0.24% 0.03% $554

23,467 0.085% 0.70% 0.25% 0.04% $706

Wk 17

WoW
change: 49% 26% 19% 3% 33% 27%

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

 Facebook Competitor Benchmarking
Week 17 (April 20-26)

Engagement Community growth Click throughs

Facebook page Posts by Likes, Comments ER ER +/- Total fans New fans CGR CGR +/- Link CTR CTR +/-
page & Shares WoW WoW clicks WoW

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

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

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

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

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

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

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

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

Total Reach

30,000 2,500

25,000
2,000

Unique engaged users

20,000
Total Reach

1,500

15,000
25,342 19,221
17,025 1,000
15,687
10,000

500
5,000

4,019 3,674 4,439

- 1,091 -
Week 14 Week 15 Week 16 Week 17
Organic reach Paid reach Unique engaged users

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

Engagement Rate (ER)
Insert annotation
1.000%

0.900% Insert annotation Insert annotation

0.800%

0.700%
Your Brand
Engagement Rate (ER)

0.600% Competitor 1
Competitor 2
0.500%
Competitor 3
0.400% Competitor 4
Competitor 5
0.300%
Average
0.200%

0.100%

0.000%
Week 14 Week 15 Week 16 Week 17

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

Community Growth Rate (CGR)

2.50%

Insert annotation

2.00%
Community Growth Rate (CGR)

Your Brand
1.50% Competitor 1
Competitor 2
Insert annotation
Competitor 3
1.00% Competitor 4
Competitor 5
Average
0.50%

0.00%
Week 14 Week 15 Week 16 Week 17

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

Click Through Rate (CTR)

0.60%
Insert annotation Insert annotation

0.50%
Click Through Rate (CTR)

0.40% Your Brand

Competitor 1
Competitor 2
0.30%
Competitor 3
Competitor 4
0.20% Competitor 5
Average

0.10%

0.00%
Week 14 Week 15 Week 16 Week 17

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

Conversion Rate (CVR) & Revenue

0.05% $800.00

0.04% $700.00

0.04%
$600.00
Conversion Rate (CVR)

0.03%

Revenue
$500.00
0.03%
$400.00
0.02%
$300.00
0.02%
$200.00
0.01%

0.01% $100.00

0.00% $-
Week 14 Week 15 Week 16 Week 17
Revenue Conversion Rate

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

 = benchmarked competitively
& historically

About KPIs
= benchmarked historically

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

Engagement Community Click Conversion

KPI

Reach Rate Growth Rate Through Rate Rate Revenue

(ER) (CGR) (CTR) (CVR)
Calculation

= = = = = =
Number of unique Likes + Comments + Shares (This period – Last period) Clicks on links Number of conversions Revenue generated
people who saw our Posts Last period Posts with links Clicks on links from social posts
content Page Fans x 100 Page Fans X 100
x 100 x 100

FACEBOOK PERFORMANCE REPORT WEEK 17 2015

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FACEBOOK PERFORMANCE REPORT WEEK 17 2015