As internet traffic continues to grow year over year, it becomes more important to stay on top of all of your digital channels, both paid and unpaid. To that end, companies are continuing to race to the top of the social media presence leaderboards by establishing their brand image through posted content. All of this data is meaningless unless there’s a way to track what content works.

Facebook is a consumer-friendly way to interact with the community at large through thought leadership posts, video content, and other highlighted content. It’s becoming increasingly popular to interact directly with the community through this type of content, but hard to track user engagement in one consolidated tool. Luckily, Facebook has made this easier by allowing access to this data via their API, which includes metrics such as interactions with content and time spent on videos. By tracking this data, you’ll be able to see user engagement and determine what content has the most impact so that you can further create more of this content, repackage it to be shared again on the page, or repurpose this content for other social media channels.Fivetran helps you integrate this data into your destination of choice, via a code-free interface, so that you can not only consistently run analytics on your current page content, but also paint a full view of your content across all of your digital marketing channels. We’d recommend joining this data with other data sources such as paid Facebook ads, Google Ads, or Pinterest Ads for a full view of what content has the most engagement and how to apply this to paid channels as well as vice versa.