Facebook Pages are becoming more and more popular with brands and artists but most administrators would like to have some sort of statistics on how popular the stories they post really are and how many clicks they get. While Facebook doesn't currently have any feature with this kind of functionality, this may soon change. First, Facebook will start offering Page administrators estimated click through rates but lacking any other option most will be happy with the new tool.
“Stream CTR / ETR: This graph is a measure of the Click Through Rate and Engagement Rate for your content appearing in the Facebook News Feed. If a user clicks on one of your posts, that will be counted as Stream CTR. If a user likes or comments on one of your posts, that will be counted in the Stream ETR. Please note that Stream data is based on a sample and therefore is an estimate of your Stream CTR and ETR. (Coming soon),” Facebook describes the new feature to be included in Insights.
The new feature, previewed in Facebook Insights' Learn More section, will give admins an overview of the activity on their Facebook Page but it isn't an exact measuring tool. The graph itself keeps track of two metrics, the Click Through Rate (CTR) estimates the number of clicks on news stories in the stream generated daily, and the Engagement Rate (ETR), which measures user interactions unique to social networks.
The first metric was initially announced several months ago but hasn't been implemented yet while the second is aimed at providing a measure of the activity that may not happen on the Facebook Page itself but in other parts of the site as well. While the new feature is sure to be welcomed by admins, Facebook is still lagging far behind full-featured analytics services like Google Analytics and has seen a steady stream of updates and could potentially become much more useful in the future.
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