If you’re not tracking your Facebook performance, you’re flying blind.

Thankfully, there are social media management tools that excel in tracking Facebook page analytics. These are brilliant for uncovering the valuable insights you need to transform your Facebook business page.

Tracking and acting on Facebook page analytics can transform your social media marketing efforts. It helps you stay up-to-date with algorithm changes, new formats like Reels, and proves return on investment (ROI).

Now, the latest Facebook analytics metrics tools actually offer deeper insights than Facebook’s native stats on the Meta Business Suite, so they can be especially helpful for optimizing Facebook performance.

In this article, we’ll review the 10 best Facebook analytics tools, including Brandwatch, and share tips on choosing the right one. We’ll also answer some common questions to help you make an informed choice.

In this guide:

Why Facebook analytics tools matter

Tracking your Facebook metrics is crucial for success. With billions of users on Meta’s platforms, data is the compass for your social strategy. 

Failing to monitor performance leads to missed opportunities and a wasted budget. At the same time, smart analytics use shows you who engages with your content, what works best, and when your audience is most active.

Benefits of Facebook analytics tools

In short, analytics transform raw data into insights, enabling you to refine campaigns and stay relevant.

By combining organic and paid data, social media analytics tools can highlight trends and show exactly which content or ads drive conversions (and where to adjust), helping you prove ROI. 

Such tools provide a centralized, real-time view of your Facebook performance, saving you from the headaches of manual reporting. And with so many brands feeling the pinch of tight marketing budgets, clear data is vital to justify strategy and stay ahead of competitors.

What Facebook analytics tools do

Essentially, analytics tools like Brandwatch gather all your important Facebook metrics into one place.

Most offer custom dashboards, visual reports, automated alerts for spikes or dips, and even AI-driven recommendations to improve results. Many also track competitors or industry benchmarks, allowing you to spot opportunities or gaps in your approach.

When comparing Facebook analytics platforms, your best bet is to look for one that covers all the metrics you care about, supports other networks you use, and is user-friendly for you and your team.

How to choose the right Facebook analytics tool

When selecting a Facebook analytics tool, consider three key factors.

Your workflow and goals

Pick a tool that fits how you manage social media and tracks the specific metrics that matter to you.

Features vs budget

Free tools (like the Meta Business Suite) cover the basics; paid tools offer deeper insights and save time. As long as you have the budget, the benefits are usually worth the cost.

Ease of use and integration

The platform should be user-friendly and ideally integrate with other networks or tools you use, providing a comprehensive view and enabling you to work efficiently.

10 of the best Facebook analytics tools

Facebook analytics tools gather all your important Facebook metrics into one place. 

While most offer custom dashboards and visual reports, their features can vary. For example, many also track competitors or industry benchmarks, helping you identify areas for improvement or competitive advantages.

Let's explore the various tools available and help you select the one that's right for you.

1. Brandwatch

Brandwatch Social Media Management is the go-to choice for thousands of brands. It combines multiple capabilities under one roof, providing you with Facebook post and page analytics, Facebook ad analytics, social listening, and competitive benchmarking all in one platform.

You'll even get competitor comparisons to benchmark your performance against your brand's biggest rivals.

Brandwatch has a Meta partnership, meaning all your Facebook, Instagram, Messenger, and WhatsApp data is consolidated into one real-time dashboard, delivering insights on everything from engagement metrics to brand mentions.

And it doesn't end with Meta – Brandwatch can work the same magic with all the major social media platforms. With these comprehensive analytics tailored to your audience, social media teams can craft informed strategies.

In short, this tool is ideal for anyone who needs an all-in-one analytics solution that covers everything from in-depth Facebook metrics to competitor tracking and social listening. You'll get both granular data and high-level benchmarks in a single platform, making strategic decisions easier.

Key features of Brandwatch:

  • Comprehensive analytics: Track all your Facebook Page metrics (reach, impressions, engagement, follower growth, and clicks) in real time. Facebook analytics reports provide a comprehensive view of audience demographics, sentiment trends, and both organic and paid performance in one place.
  • Competitor benchmarking: Compare your Facebook performance against 300,000+ other brands or specific competitors. Instantly see how your engagement rate, response time, or share of voice compares and identify areas for improvement.
  • Social listening and AI insights: Unique among many tools, Brandwatch tracks Facebook mentions of your brand (and mentions on other platforms) to gauge sentiment and trending topics. AI-powered insights like Iris automatically highlight noteworthy patterns or spikes in your data, helping you quickly identify what’s working.

2. Meta Business Suite (Facebook Insights)

Meta Business Suite is Facebook’s official, free tool for managing your business page and viewing basic analytics. After Facebook shut down its old analytics in 2021, Business Suite became the primary way to see Page Insights. 

The Meta business tool covers the fundamentals but doesn't have the bells and whistles of other reporting tools. You can check your Page’s reach, likes, and engagement, see which posts perform best, and get a snapshot of your audience. 

If your Facebook Page is linked to Instagram, Business Suite lets you view insights for both platforms in one place.

Key features:

  • Page overview: A dashboard that shows your key stats (Page likes/followers, reach, engagement) over the last week or month, giving you a quick health check of your Page.
  • Post analytics: Drill into each post’s performance (reactions, comments, shares, clicks). Business Suite highlights top posts and suggests when your audience is most active, helping you refine your posting strategy.
  • Audience information and integration: See basic demographic information about your followers (age, gender, location). You can also easily switch over to Instagram Insights or to Ads Manager (to boost a post) directly from the Business Suite.

3. Facebook Ads Manager

Facebook Ads Manager is Facebook’s native dashboard for creating and analyzing your Facebook and Instagram advertising campaigns. 

If you’re running paid ads, this is the go-to analytics tool to measure their performance in detail. It’s not used for organic posts, but for ads, it provides a wealth of real-time data, allowing you to optimize your ad spend and targeting.

Key features:

  • In-depth ad metrics: Organized by campaign, ad set, and individual ads. Track metrics like impressions, reach, clicks, click-through rate (CTR), conversions, and cost per result at each level. This hierarchy helps you see which audience targeting or creative is delivering the best results.
  • Custom views and breakdowns: Customize the metrics columns to focus on what matters for your goals (for example, showing cost per conversion and return on ad spend (ROAS) for sales campaigns). You can also break down results by factors like audience demographics or ad placement to pinpoint who is responding best to your ads.
  • Real-time tracking: Ads Manager updates performance data almost in real time. You can quickly identify underperforming ads and pause or adjust them before a significant portion of your budget is spent. This fast feedback loop enables you to continuously improve your campaigns and maximize your ROI.

4. Buffer

Buffer is a social media scheduling tool that also offers basic Facebook analytics. 

It’s designed for simplicity, so it's generally used by individuals and small teams who want to see their Facebook performance at a glance. 

Buffer’s analytics dashboard highlights core stats without overwhelming you: you’ll get a quick snapshot of how your posts are doing and can easily identify trends.

Key features:

  • Core metrics dashboard: See essential Facebook metrics in a clean interface. Buffer shows your post reach, likes, comments, shares, and clicks over time with simple graphs. It also highlights your top post, so you immediately know which content performed best.
  • Post-by-post insights: Click on any Facebook post in Buffer to get a detailed breakdown of its performance. You can see exactly how many people it reached and how they engaged (reactions, comments, and link clicks). This helps you learn what type of content resonates most with your audience.
  • Best time suggestions and audience insights: Buffer analyzes when your audience engages with your content and suggests the best times to publish your posts for maximum reach and interaction.

5. Hootsuite

Hootsuite is a long-standing social media management tool that includes Facebook analytics as part of the package. It connects to all your social accounts, allowing you to monitor the performance of every platform in one place. 

There are hundreds of Facebook metrics, and a simple dashboard where you can spot trends over time.

It also provides customizable reports and uses AI to suggest optimal times to post or content to boost, helping you optimize your strategy.

Key features:

  • Rich Facebook metrics: Track all key KPIs like reach, impressions, engagement rate, follower growth, clicks, and video views.
  • Cross-platform analytics: Hootsuite enables you to compare performance across platforms or against industry benchmarks, providing a broader perspective and helping you allocate effort where it matters most.
  • Unified scheduling and reporting: As you'd expect with an all-in-one solution, Hootsuite handles post scheduling and community management. It can also generate custom reports to share results with your team and adjust your publishing calendar based on what the analytics reveal.

6. Sprout Social

Sprout Social is a premium social media management platform known for its powerful social analytics and collaboration features. 

It provides an in-depth view of your Facebook Page’s performance with a helpful dashboard, tracking all the important metrics. You can also compare your Facebook results side-by-side with other social networks to see where you’re making the biggest impact.

There are also custom reports and features to aid with team collaboration, for example, multiple users can access the analytics and add context with notes or tags.

Key features:

  • Detailed Facebook insights: Sprout’s analytics show trends in reach, engagement, and audience growth over time, and you can filter data by date range or by tags (such as campaigns) to evaluate specific subsets of content.
  • Professional reports and teamwork: Create presentation-ready Facebook performance reports (covering engagement, top posts, audience information) with just a few clicks. Reports are easy to understand and can be sent on a schedule. Team members can jointly access the analytics and collaborate.
  • Competitor comparisons: Like other top-of-the-range analytics tools, Sprout offers competitor benchmarking for Facebook. You can see how your Page stacks up in terms of engagement and growth versus competitors or industry averages, providing valuable context for your performance.

7. Rival IQ

Rival IQ is a specialized social analytics tool focused on competitive benchmarking. It not only tracks your own Facebook Page metrics but also shows how you stack up against competitors or industry benchmarks. 

This gives valuable context, like whether your engagement rate is good or lagging. Rival IQ covers multiple networks and can also create competitive analysis reports.

Key features:

  • Side-by-side comparisons: Generate reports comparing your Facebook performance with competitors. See engagement, audience size, posting frequency, and growth rates for each Page. 
  • Content insights and alerts: Learn from both your content and your competitors’. Rival IQ highlights top-performing posts (yours and theirs) to inspire your strategy. It also alerts you if a competitor suddenly spikes in engagement or followers (often due to a viral post or campaign), so you can respond or analyze quickly.
  • Custom dashboards and exports: Customize analytics dashboards to focus on the metrics that matter to you, including competitor data. You can easily export these insights in a report format to share with your team or clients.

8. Keyhole

Keyhole is a social media analytics tool with a specific focus on tracking hashtags and keywords. 

For Facebook, Keyhole shows your Page’s performance metrics and also monitors specific hashtags or brand mentions related to you. This means you not only see your engagement numbers, but also get insight into relevant conversations happening on Facebook. 

The interface is straightforward, and Keyhole even offers recommendations to help improve your results.

Key features:

  • Facebook metrics overview: A simple dashboard for your Facebook Page stats. Keyhole highlights your page likes, reach, engagement, and top posts in an easy-to-read format, so you can quickly gauge performance.
  • Hashtag and keyword tracking: Monitor particular hashtags or keywords on Facebook. If you run a campaign hashtag, Keyhole tracks how often it’s used, how many people it reaches, and even the sentiment around it. This lets you measure the buzz and audience reaction to your campaign or brand beyond your own posts.
  • Smart tips and comparisons: Keyhole provides data-driven suggestions (like the best times to post based on your engagement patterns). It also offers basic competitor tracking, allowing you to compare your Facebook Page metrics with those of a competitor to see how you measure up.

9. Brand24

Brand24 is a social media listening tool that also provides Facebook analytics. 

With Brand24, you see your Facebook Page’s performance and also monitor what people are publicly saying about your brand on Facebook, and whether those mentions are positive or negative. 

It’s useful for understanding the buzz and public sentiment around your Facebook content or campaigns, beyond your own Page’s posts.

Key features:

  • Brand mentions tracking: Brand24 scans Facebook for mentions of your brand (or specific keywords and hashtags) and shows how the mention volume changes over time.
  • Sentiment analysis: For the Facebook mentions it collects, Brand24 gauges sentiment (positive, negative, or neutral). This lets you quickly assess the tone of conversations.
  • Influencers and context: Brand24 highlights which Facebook accounts mention your brand most and have significant reach, helping you identify potential influencers or advocates.

10. Quintly

Quintly is an advanced social media analytics platform designed for those who need maximum flexibility. It offers an extensive array of Facebook metrics (500+ available) and allows you to create custom formulas and dashboards from scratch. 

It has a steeper learning curve than simpler tools, but in return, you can analyze and visualize your Facebook data exactly as you want.

Key features:

  • Huge metric selection: Track far more than the basics. Quintly provides access to hundreds of Facebook metrics and allows you to define custom KPIs.
  • Custom dashboards and comparisons: Build dashboards tailored to your needs using drag-and-drop widgets. You can compare multiple Facebook Pages or different time periods on any metric to gain deep insights.
  • Integration and automation: Quintly offers an API and can integrate with other data sources (like your web analytics or CRM) to combine Facebook stats with broader business data. You can also automate reports to be emailed on a schedule. 

The importance of data-driven decisions

Success on Facebook is so much easier with a data-driven approach. Instead of guessing what works, you just regularly analyze your performance and adjust your strategy based on the insights. 

The tools we’ve covered can help you pinpoint what content engages your audience, which ads drive results, and how to continually improve your ROI.

While there's no one-size-fits-all solution, a social media analytics tool tailored to your needs is likely available. The key is to start measuring what matters and using that data to guide your decisions.

Once you've found your perfect tool, you can stay ahead of Facebook’s changes and outpace competitors who rely on guesswork. 

Whether you start with Facebook’s free Business Suite or invest in a full-featured platform like Brandwatch for comprehensive insights, the key is to leverage the numbers. 

When you let data inform your Facebook marketing, you’ll be in a stronger position to engage your audience and achieve your goals.

Facebook analytics tools FAQ

What are Facebook analytics tools?

They are software platforms that collect and display data from your Facebook page (and often your ads). In short, a Facebook analytics tool helps you track key metrics and understand how your content or campaigns are performing, so you can make data-driven marketing decisions.

Are there free Facebook analytics tools?

Yes. Facebook’s own Meta Business Suite (Insights) is free and offers basic analytics for your Page. Facebook Ads Manager is also free for monitoring ad campaigns. It's also worth signing up for a demo with a more advanced tool, such as Brandwatch, to see what the paid plans offer.

Does Facebook still offer native analytics?

Yes, through Meta Business Suite (previously known as Facebook Insights). It provides basic page and audience stats, but not much more. It’s useful for a quick overview, but it doesn’t offer the deep analysis or long-term data that many third-party tools provide.