analytics for impact.
using data to create brighter content that connects with the right audience.
access the social media analytics spreadsheet
To access your own copy of the social media analytics spreadsheet, click the button below.
You should be prompted to make a copy. You will then have your own version to edit, update and track your insights.
this spreadsheet contains multiple tabs:
baseline + benchmarks
If you haven’t been tracking your analytics, this is where you start. It gives you a snapshot of your audience, when they are online, the type of content that performs well and some targets to aim for over a 28 day period.post benchmarks
This tab allows you to calculate a benchmark for views and engagement for instagram and facebook posts.monthly check-in
This is to review how your content is performing each month to ensure things are moving in the right direction.content review for reels
Record data and assess why a reel performed how it did by answering a series of questions tailored specifically for short-form video content.content review for posts
Assess your content against a series of questions to identify the factors that affected its performance.
discovering your baseline + benchmarks.
This exercise is about establishing what numbers and audience you are working with as a starting point, and establishing some benchmarks to aim for when creating new content.
Use this data when creating content as a point of truth. You may want to repeat this process and check for updates, every six to 12 months.
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go to your instagram profile, then professional dashboard
tap on New followers
change the date from Last 30 days to Previous month and tap update.
record your Followers number.
scroll down to age range to record your top and bottom age groups
scroll down to record most active times – check if the weekends differ from weekdays.
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go to your facebook menu, then Professional dashboard
tap on Insights, scroll down to Followers, the tap See all
record your Followers number.
scroll down to age range to record your top and bottom age groups
scroll down to record most active times – check if the weekends differ from weekdays.
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go to Meta Business Suite > Insights
navigate to Benchmarking and make sure you have the right platform selected.
record your numbers.
record the typically numbers as the benchmarks.
then set your own target numbers.
post benchmarks.
This tab will help you calculate a benchmark for engagement and views on individual pieces of content.
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go to Meta Business Suite > Insights > Content
click the Export Data button.
Select Instagram, the account if necessary, and set the date range.
Select Post. Then Generate. Then wait… and wait.
Open the download when it’s ready and copy the Views, Likes, Shares, Follows, Comments and Saves columns into the appropriate columns on the Content Piece Benchmarks tab.
Only copy across the data for up to 30 pieces of content.
The spreadsheet will calculate a median and target number for you.
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It’s almost the same process…
go to Meta Business Suite > Insights > Content
click the Export Data button.
Select Facebook, the account if necessary, and set the date range.
Select Post. Then Generate. Then wait… and wait.
Open the download when it’s ready and copy the Views and Reactions, comments and shares columns into the Views and Engagement columns on the Content Piece Benchmarks tab.
Only copy across the data for up to 30 pieces of content.
The spreadsheet will calculate a median and target number for you.
monthly check-ins.
You can record this data more frequently - but once a month is a realistic target.
In this review you are looking at the data that is likely to change the most, like your engagement rate and views, as opposed to your audience data.
You want to check that these rates, and your audience, are moving in the right direction and hitting benchmarks and targets.
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back to professional dashboard:
tap on New followers and change the date range to Previous month.
record your Followers number & percentage change.
go back and select Views and record data.
For Top Post, go to By top content and tap See all.
Record the top post details
Change the Sort to Lowest, then find the first post or reel – not a story to record the lowest post details.
go back and select Interactions to record engagement data.
go back and record the content you shared number.
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back to professional dashboard, tap on Insights then See all.
your Followers number is under the Audience tab.
switch to Views and record data.
For Top Post, go to Recent content and tap See all.
Tap the sort button, select highest to record the top post details
Tap the sort button, select lowest to record bottom post details, skip the stories.
go back and select Engagement to record engagement data.
back to professional dashboard, tap on Content then Content Library to see your Publishing Activity aka Content Posted.
turning numbers into better content: content reviews
Use these two tabs whenever you want to explore your content and look at what has and hasn’t been performing as you expected.
The series of questions can also act as a checklist when you are creating content, identifying different settings that can impact how your content performs.
how to do your content deep dive
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First select the pieces of content you want to review. Select a few different pieces, such as:
Content that had high views.
Content that attracted a lot of engagement.
Content that had low views.
Content that had low engagement.
Content that performed better than you expected.
Content that did not perform as well as you expected.
It’s also a good idea to look at different kinds of posts, like photos, carousels, graphics or reels.
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Using the right spreadsheet tab, reels or stills, record the relevant data, so you can assess the content’s performance.
For the final question, compare this data to your target benchmarks you set in the first spreadsheet tab.
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Work your way through the questions to evaluate the content.
Reel formats can include:
piece to camera
piece to camera with other people
voiceover
music and text on screen
a photo montage
trending reel
podcast excerpt
vox pop
interview format
Hooks are something you do to stop the scroll and grab attention.
A visual hook is movement or actions that happening the vision that grab attention.
An audio hook is music or sound effects that stop someone scrolling.
A text hook is a caption or title you add to the reel to attract attention.
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Work your way through the questions to evaluate the content.
Post formats can include:
Single Image
Photo Gallery,
Graphic
Graphic Carousel
Photo + Graphic
Photo + Video
Photo with Text Effect
Text Only Post
Link Post
Hooks are something you do to stop the scroll and grab attention.
A visual hook is movement or actions that happening the vision that grab attention.
An audio hook is music or sound effects that stop someone scrolling.
A text hook is a caption or title you add to the reel to attract attention.
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