How to Audit a Facebook Page

Doing a complete audit of your Facebook Page is the single most effective way to figure out what's working, what's not, and what you should do next. This is a thorough health check to make sure your efforts are actually helping you hit your business goals. This guide provides a complete, step-by-step walkthrough to give you an actionable plan for improving your Facebook strategy.

What is a Facebook Page Audit and Why Bother?

A Facebook audit is a detailed review of your business page to assess performance against your marketing objectives. Think of it like a routine check-up for your car. You don't wait for it to break down on the side of the road, you take it in for maintenance to spot issues before they become major problems. An audit does the same for your social media presence.

The goals of an audit are clear:

• See if you’re aligned with business goals. Are your Facebook activities helping you sell more products, get more leads, or build an engaged community?
• Identify weaknesses and opportunities. Find out why some posts flop while others succeed and discover new content ideas you haven't tried yet.
• Understand your audience better. Confirm if you're reaching the right people and learn what content they actually care about.
• Refine your content strategy. Stop guessing what to post and start creating content based on what the data tells you works best.

Getting Set: What You’ll Need

Before you get started, you'll want to have a few things ready to make the process smooth. Don’t worry, you don’t need expensive tools, just the right access and a place to take notes.

1. Admin or Editor Access: To see all the behind-the-scenes data, you’ll need to be an Admin or Editor of the Facebook Page you’re auditing.
2. Meta Business Suite: This is where Facebook houses all its native analytics tools. If your page is connected to it, you're all set. All your insights for content, audience, and performance are found here.
3. A Spreadsheet or Document: Open a blank Google Sheet, Notion page, or even a Word doc. This is where you’ll jot down your findings, observations, and action items. Keeping it all in one place is much better than trying to remember everything.

The Complete Facebook Page Audit: A 5-Step Process

Ready? We’ll break this down into five manageable steps. Go through each one and take notes in your new spreadsheet.

Step 1: The 'First Impression' Audit (The Profile)

This part is all about what someone sees the moment they land on your page. It’s the digital equivalent of your storefront window. You want it to look professional, inviting, and clear.

Profile &, Cover Photo

• Profile Picture: Is it your logo? Is it high-resolution and clearly visible on both desktop and mobile? Your profile picture appears as a tiny circle in the news feed, so it needs to be simple and instantly recognizable.
• Cover Photo/Video: Does your cover photo professionally represent your brand? It’s a huge piece of visual real estate. Use it to highlight a current campaign, showcase your product, or express an aspect of your brand identity (e.g., including current brand taglines on top images of a service, or showcasing a seasonal drink as the cover photo, for a local bakery!). Test it on mobile to make sure nothing important gets cut off.

Page Information

• Page Name &, @Username: Are they consistent with your other social profiles? A simple, consistent username (@YourBrandName) makes it easy for people to find and tag you. Remove any unnecessary words or numbers.
• About Section: Go through every field in your About section. Is your website link correct? Is your phone number, email, and location accurate? Is your business story compelling and clear? Many people go here first, so make sure the info is right.

Call-to-Action (CTA) Button

Underneath your cover photo is a blue CTA button. Facebook gives you options like "Shop Now," "Book Now," "Contact Us," "Sign Up," and more. Make sure the one you've selected perfectly matches your primary business goal right now. If your goal is to generate leads, "Sign Up" makes more sense than "Learn More."

The Pinned Post

Your pinned post is the very first thing people see in your feed. Are you using it strategically? It’s perfect for a current promotion, a top-performing piece of content, a major announcement, or a user-generated content highlight. Don’t let it get outdated, an event from six months ago is a bad look.

Step 2: The Content Performance Audit

Now it’s time to analyze your actual content. What are you posting, and how is it performing? To do this, head to your Meta Business Suite and find the 'Insights' tab.

Analyze Your Content Mix

Look back at the last 30-60 days. What types of content are you posting most often?

• Reels/Video
• Single Images
• Carousels (multiple images)
• Links to blog posts
• Text-only updates

There's no single "correct" mix - it depends on your audience. But your audit should note whether you're leaning too heavily on one format, especially if it isn't generating strong results. For most brands in today's media landscape, a strategy light on video (especially Reels) is a red flag.

Identify Your Superstar Content

In your Insights tab, go to "Content." Here, you can sort your posts by metrics like Reach (how many people saw it) and Engagement (likes, comments, shares). Identify your top 3-5 posts from the last quarter. For each one, ask:

• What format was it? (Reel, image, etc.?)
• What was the topic? (Behind-the-scenes, educational, product-focused?)
• What was the call-to-action? (Did you ask a question? Encourage a tag?)
• Was your post description short or long? Humorous or direct?

Your goal is to find patterns. If your top three posts are all dog video Reels, that's a powerful signal telling you what to make more of. These answers and patterns are the foundation of your future content plan!

Analyze Your Underperforming Content

Do the reverse. Sort your content by the least amount of reach or engagement. Again, look for patterns. Do link posts consistently perform poorly? Do posts published late at night get no traction? Be honest about what’s not working so you can either fix the approach or stop wasting time on it.

Posting Frequency &, Timing

First, are you posting consistently? A period with no posts for two weeks followed by five posts in one day tells your audience (and the algorithm) that your presence is unreliable. In the "Audience" section of your Insights, Facebook shows you which days and times your audience is most active. Compare this data to when you’re actually scheduling your posts. You might discover you’re missing out on peak engagement moments.

Step 3: The Audience &, Engagement Audit

A thriving page isn't just about Followers, it’s about engagement with people who match your ideal customer profile. It shouldn't just get you new Followers, it should get you qualified sales leads or customers!

Get to Know Your Followers

Again, check out your 'Insights' tab, navigate to the "Audience" section. Here you'll see a demographic breakdown: age, gender, top cities, and countries. Ask yourself: Does this audience match my target customer? If you sell high-end B2B software but your audience is mostly 18-24-year-olds, there's a serious misalignment between your content and branding, and your business goals.

Calculate Your Engagement Rate

Vanity metrics like follower count don’t tell the whole story. Engagement rate does. It shows you what percentage of your audience is actively interacting with your content. Here’s a simple formula:

(Total Engagements on a Post / Total Followers) x 100 = Engagement Rate %

Calculate this for your top 5 recent posts. While benchmarks vary by industry, a rate of around 1% is often considered decent. If you're consistently below 0.5%, that’s a clear sign that your content isn't resonating with your audience.

Review Community Management

Social media is a two-way conversation. How are you handling yours? Look through your recent posts' comments and your page’s direct messages.

• Are you replying to comments? Even a simple "Thanks!" can go a long way.
• Are you responding quickly to messages? Facebook even displays a "Responsiveness" badge. Don't be afraid to connect, chat, sell, educate, and add a link here and there in the DMs! This is where relationships are built, and sales get closed!
• Is your tone of voice consistent and on-brand in your replies?

Unanswered questions and ignored comments signal that you're not invested in your community, which can turn followers away.

Step 4: The Competitive Analysis Audit

You’re not operating in a vacuum. Knowing what your competitors are doing can unlock incredible insights for your own strategy.

Identify 3-5 Key Competitors

Choose a few direct competitors (who sell a similar product) and indirect competitors (who solve the same problem). Add them to a list in your spreadsheet.

Use Facebook's "Pages to Watch"

Inside Meta Business Suite's Insights, there’s a great feature called "Pages to Watch." You can add competitor pages to a custom list and see their total page likes, audience growth, number of posts for the week, and total engagement numbers right beside your own. It’s a quick-and-easy way to see which competitors seem to excel, where you can mimic their wins and avoid similar mistakes.

Manually Review Their Feeds

Go to your competitors' pages and act like a customer. What do you see?

• What are their most popular posts? (You can usually spot them by the high number of likes and comments).
• How are they framing their products or services?
• What kind of questions are their followers asking in the comments?
• What unique marketing or communication styles can you borrow for your own?
• Where are the gaps? If none of your competitors use Reels to show their products in action, that's a huge opportunity for you to stand out.

Step 5: Synthesize and Build Your Action Plan

This is where everything comes together. You have notes on your profile, your content, your audience, and your competitors. Now, it's time to find meaning in it and turn insights into actual, profitable business activities.

Use the Start/Stop/Continue Framework

Review your audit notes and organize them into three simple categories:

• Start: New things you should begin doing based on your analysis. (Example: “Start posting one behind-the-scenes Reel per week.")
• Stop: Things that are clearly not working and are wasting your time and budget. (Example: “Stop creating generic text-only updates with links.")
• Continue: What's already working wonders? Don’t mess up something that's got momentum behind it - do more of it! (Example: “Continue posting customer testimonial images on Fridays.")

Set 3-5 Achievable Goals

Based on your framework, write down 3-5 clear goals for the next 90 days. Be specific. Instead of "increase engagement," try "Achieve an average per-post engagement rate of 1.5% by posting user-submitted photos twice a month." Having measurable goals is the only way to know if your new strategy is actually making a difference.

Final Thoughts

Auditing your Facebook Page puts you back in the driver’s seat of your social media strategy. This simple process moves you away from guessing and allows you to build a better-performing page with better marketing results, based on real data on your brand, your industry, and your customers.

The real work begins after the audit: consistently executing your new plan. We created Postbase to make that part easier. Using our simple visual calendar, you can map out and schedule all the content ideas you just uncovered. Then, with our unified analytics dashboard, you can track your progress against the goals you just set, making your next audit even faster.