If you wish to know about the top metrics to track to understand the health of your Facebook group, this article is all that you need.
A Facebook group is so much like a human body. The minute you stop taking care of either of them, they will stop functioning and ultimately become dead.
Hence, it is necessary to keep checking on your health and that of your Facebook group’s.
For the latter, you obviously need to track the right set of metrics. But before I begin to tell you about them, I would like to show you how my Facebook group health report looks.
In one single snapshot, I can show the quality and value that my community is creating for its members to any brand and make them want to collaborate with me.
If you observe, this is very different from the Facebook group insights dashboard. Well, we prepared it on Convosight keeping in mind the actual and real metrics that will matter for you and your Facebook group.
But, hang on… If you are thinking why you should listen to me, here’s because…
I have a fair understanding of building and growing communities using the right metrics 🙂
I have spent the last 5 years of my life building a community of moms which is now 1.5 million (engagement 1300%) strong. I am currently the Mommy in Chief 😛 of Convosight, a platform where we work with 4000+ Facebook Group owners, helping them grow and engage their Facebook groups in the right way.
And, I am now also running an active Facebook group called Growth and Monetisation for Facebook Groups (engagement 1700%) where group owners like you actively discuss what metrics they should be looking at to check the health of their Facebook group.
Also, the way I have defined these metrics is so that I can understand clearly, where the problem is and what do I need to work on 🙂
So starting with the most important metric:
1. MAM (Monthly Active Members) %
This will help you understand what % of your members visit the group alesat once in a month. The closer it is to 100, higher is the value of the group for your members and more and more of them want to come and see the group everyday.
It is calculated as a percentage of Monthly Active Members/Total members.
Have a look at the total members and monthly active members of Kids Nutrition and Recipes, one of the largest baby food and nutrition communities on Facebook.
For the above group my MAM% will be 248471/322591 i.e. active members/total members which is equal to 77%:)
This means 77% of my members visit the group at least once a month.
If you are in the early stages of community building, then a 50% MAM% is decent. It should increase as the community scales. However, if this number continues to decline, you are unfortunately reaching a dead space.
Your group’s MAM goes down when you fail to provide value to your members.
So, make sure to address the pain points and concerns of your members if you don’t want them to be silent spectators and leave your group one day.
2. DAM/MAM % – (Daily Active Members%/Monthly Active Members%) Ratio
This number will help you understand how regularly your members visit your group every month 🙂
Higher the DAM/MAM ratio, more regularly your members visit your facebook group every month.
It is calculated as:
- MAM % : Divide your monthly active users by your total members
- DAM % : Divide your daily active members average by total group members
- Calculate DAM / MAM
Here’s the average DAM/MAM % of some of the top categories of Facebook groups. This is based on the data that we have for groups using Convosight.
P.S. Do keep in mind your community niche when considering this metric. Simply because, communities where the competition is less like vernacular communities, the ratio will be high, somewhere around 60%. While for others, it may come around 40%.
DAM/MAM will be less only if you do not create engaging content in your community EVERY DAY (because this shows how regularly your members visit your facebook group every month) or there are no relevant conversations happening between members in your community.
If your DAM / MAM ratio is constantly low, you must focus on creating meaningful content for your members. For the simple reason that, when you provide value to your members, they are likely to engage with your content hence, will come back to your group.
If you’re looking for more information on this metric, feel free to check out my VIDEO. 🙂
3. Engagement Rate
To understand how valuable your community is. The greater the engagement rate of your group, higher is the value being created.
There are two ways to calculate it:
- Engagement Rate per Total Members
You can calculate it by dividing total engagement (sum of all the actions i.e. Posts + comments + reactions) divided by total members.
Home Remedies for Babies and Moms, one of my parenting groups boasts of an engagement ratio of 105%. Isn’t that awesome?
I calculated it by dividing 248600 (Posts + comments + reactions) by 234500 (total members) which is equal to 105%
Here’s another one to sweep you off your feet. With 963% engagement ratio, Soul Sisters group has been able to build a kickass and highly engaged community i.e. 257 thousand members did 3.7 million engagements in the last 28 days!
- Engagement Rate per Active Members
It is the average engagement or actions per active member in your group. You can calculate it by dividing total engagement by total active members.
Books and Stories for little readers, yet another parenting group of mine has an excellent engagement rate per active members of 343%.
To calculate engagement rate per active members I had to divide (posts + comments + reactions) by 8369 (active members) = 28902/8369*100 = 343%.
FYI: Facebook considers the engagement rate for any community over 80% to be SUPER AWESOME !!. So, if your community has an engagement rate around 80% and above, your community is headed in the right direction.
Here’s the link to my VIDEO on engagement rate metric for an even better understanding.
The below table will give you an idea of the engagement statistics of different communities.
Low engagement is a result of any or all of these following reasons:
- You post at the wrong time
- You don’t inspire / encourage members by tagging them in group conversations
- You are not using the content formats your members like
- You are not delivering the content your members want to see
- You don’t have any games, contests in your groups
- You don’t offer rewards
- You hesitate to use Live video
Well, this list can go on and on…
If you are looking to skyrocket engagement in your group, check out the 19 best strategies (that are my personal favourites) I’ve collated with my experience in community building.
4. Activity Score
It helps you understand how much value is being created per post in your community.
It is simply the total number of comments and reactions on every post.
Higher the activity score of a post… higher it’s value for your community members 🙂
You can get the activity score for all your top posts and you can also check out your average on Convosight across all posts. My average ACTIVITY RATE for my group Kids Nutrition is at 83.
Also Convosight’s Post Trends feature tracks every post and calculates the activity score of each one for you. In fact, it also lets you repost the top performing posts if you wish.
5. Engagement Per Post Type
To understand which types of posts are getting the maximum engagement. And, Convosight provides you with this data.
Have a look at the dashboard of Parenting Mom Style, one of the largest and most trusted parenting communities on Facebook.
Now that Akansha (the admin) knows about the best performing content type, she makes sure to include it as much as possible in her content strategy.
She can see that images get really good engagement in her community so she has started posting more of that to drive higher engagement
The result? More engagement, obviously!
6. Conversational Volume
This helps you understand how many people are actually talking in your facebook group by replying to posts.
It tells you the average number of comments per post, across all the posts in a week.
If this number is growing week on week then the number of conversations in your community is growing and you will start seeing more comments on each post.
This will only grow if the posts in your community motivate and inspire your members to speak out in comments
You can check out his number on Convosight for your community 🙂
In this graph above you can see that the number of comments per post is going down !! from 28 to 21 now which means my posts in the last 2 weeks have not been that interesting for my group members to comment on !!
A growing conversational volume is a sign of a very healthy group !!
Now, when you have this data, why not dive deep further, recognize your group’s top contributors, and call them out. This recognition is enough to encourage them and other members to engage in the group.
P.S. To know your top contributors, go to your Group insights and select ‘More member details’.
Last but the best part… Now, you don’t need to download any excel from Facebook to look at these metrics. You can get them in just 2 clicks from Convosight. In fact, we send you a copy every week in your email, so that you always know what is the health of your group!
If you want a report on your Facebook group just sign up on Convosight (it is completely FREE)
It takes us about 24 hours to truly understand your group and tell you your key statistics. But trust me,THE WAIT IS WORTH IT. 🙂