10 Steps to Performing a Facebook Page Audit for Business

by Conte.ai 13 minutes read updated on December 21, 2022

How often do you check the settings on your Facebook page? Every six weeks? Once a year? Not since you created your page?

Whether you like it or not, Facebook marketing is not something you can just do once and then stop thinking about. It takes planning, effort, and a little bit of patience to successfully “sell” your company on the largest social media network in the world, so it's crucial to regularly perform a Facebook audit to make sure you're on the right track.

An audit will also reveal any branding problems and give you a solid sense of which aspects of your Facebook marketing plan require improvement.

Why do you need to audit and how do you do it? It can fundamentally improve your brand!

Here are 10 things to check during your next Facebook audit to help your company’s page perform at its best.


Make Sure Your Profile Is Complete

As we are all aware, first impressions are crucial, especially in business. Therefore, a major priority is to make sure your page is "dressed up" and complete with all the necessary components, such as your profile and cover images, your "About" section, and your website.

Cover photo and profile photo

When someone visits your Facebook page, their initial impressions are formed by your logo and cover photo. Making sure that your logo and cover picture are suitably optimised is of primary importance because the dimensions and specifications are subject to frequent modification.

Your profile picture:

  • Displays at a resolution of 36 x 36 pixels on the majority of feature phones, 196 x 196 pixels on smartphones, and 176 x 176 pixels on PCs.
  • Circle-shaped cropped image.

Your cover photo:

  • With a complete bleed and a 16:9 aspect ratio, left aligned.
  • Must be at least 150 pixels in height and 400 pixels wide.
  • The file type that loads fastest is an sRGB JPG that is 851 pixels wide by 315 pixels high and weighs under 100 kilobytes.

A PNG file could produce better results for profile photographs and cover shots that include your logo or content.

Your profile image will partially overlap the left side of your cover photo and may be cropped and scaled to accommodate various displays.

Make sure your cover page and logo stand out, in addition to reviewing the proportions and specifications. Ensure they are attention-grabbing, readily identifiable and leave a lasting impact.

Here's an example from Adidas: extremely clear cover photo, very obvious brand presence and very clear logo:
Adidas Facebook pagesource: @adidas

About section

A company rarely remains completely unchanged. An audit is an ideal moment to review your About information, especially if you put up your page some time ago, and determine whether you are still satisfied with it.

This might be the first thing a user reads about your company when looking for a supplier of goods or services.

Therefore, your About section should be brief, appealing and concise. Read it to make sure it still accurately represents your company and is up-to-date, clear and easy to understand to make a good first impression.

The “Details About” section is where you can get a lot more in-depth, write more about your purpose and vision and provide readers with additional history about who you are. The story should be search engine optimised, and you can include a few CTAs with links at the end if you prefer.

Screenshot is showing an example of Screenshot is showing an example of source: @facebook

SEO check and verification

If you believe that the content on your Facebook page is unimportant, think again. Check what comes up when you conduct a Google search for a brand name.

For instance, when you Google the Hard Rock Cafe, the first page of search results includes links to the restaurant's Instagram and Facebook pages.

Google search results  - Hard Rock Cafesource: @google

Additionally, if you can, you should complete the verification procedure so that a blue checkmark appears next to your profile name, letting buyers know they are on the legitimate page for your brand and not a knockoff. Facebook sites and profiles must adhere to Facebook's Community Standards and Terms and Conditions and have a profile photo, cover photo and page name that follow these rules in order to be Blue Verified.

Analyse Your Category

Selecting the appropriate page type is one of the first steps in setting up a Facebook page for your company, band, government agency or even just for yourself. The site's several page types each have a unique set of capabilities. Some feature reviews or include maps and local information, while some just have a slightly different layout. Additionally, the category you select will impact where the website appears in Google and Facebook search results. Note that Facebook has the power to force you to alter your category if you choose the wrong one and they don't like it.

There are six broad categories to choose from when you initially create a page. These are "Local Business or Place", "Company, Organization or Institution", "Brand or Product", "Artist, Band, or Public Figure", "Entertainment" and "Cause or Community". Choosing the category that best matches your brand may seem straightforward, but that is only the first step of the process. There are several subcategories within each category. Let’s see.

You will be asked to input:

  • The page's name, which will be your company's name, for example, "Bob's Bait Shop".
  • The page's category, which ranges from "Petting Zoo" to "Automotive, Aircraft or Boat". You have a vast range of options from which to pick. For instance, you can select "Restaurant" or "Asian Fusion Restaurant".
  • The street address of your company. If you're creating a franchise page for a larger company, be sure to provide just the location of your local branch and not the address of the headquarters or another branch. The location ought to direct users to your parking lot if they open a map and enter it.
  • Your business's city and county. If you use a personal profile to create the page, Facebook will automatically fill these in according to that person's location, but you may alter them if required.
  • The postcode for your company. Enter your company’s postcode first, then the city and county will automatically be filled in by Facebook. You can change them anytime.
  • The business's telephone number. Again, this should be the local branch's phone number rather than one for the headquarters or an offshore tech support contact centre. If someone dials this number, they should be connected with a representative of your company who is situated nearby.

To assist users in creating their first page, Facebook has included a new function that allows you to get page advice via messenger.

For the most part, be as accurate as you can when completing this information. You can choose up to three categories in total. Facebook will get rid of duplicate entries. For instance, if you enter both "Restaurant" and "Asian Fusion Restaurant", it will get rid of the first entry while keeping the second. Try to be as detailed as you can. It's okay if you can't come up with three categories that apply to you since you don't need three for customers to find you. Choose as many as you think your company needs to describe its operations.

Create a Clear and Simple Call-to-Action

One of the most important steps in your Facebook audit is to confirm whether your page has a CTA!

Your call-to-action should make a great first impression. If you want to expand your email list, encourage people to "sign up" for your newsletter. Drive visitors to an updated landing page by encouraging them to "learn more" about your company. With the "try now" or "play now" buttons, allow customers to sample your goods or utilise your services. Do you want to boost sales? Use "shop now" or "purchase now" links to encourage consumers to browse your products and finally purchase them.

Screenshot of Amazon page on Facebooksource: @amazon

Keep in mind that your CTA should engage consumers instantly and aggressively. This is crucial in converting followers and page visitors into clients and buyers.

Create a Content Calendar

A documented schedule of the information you'll post on Facebook and the times you'll post it is known as a Facebook content calendar.

It directs the generation of material for your social media accounts so that you can see what you'll post, the format you'll publish it in, and what time the Facebook posts will go live.

Consider it a thorough schedule of the content you'll provide to your social network audience. The key information to include in your calendar is as follows:

  • The article. This is the information you'll share.
  • The post's theme or purpose. This covers the post's main goal: will it engage, educate or entertain?
  • The style. Is the post only textual or does it include images? What kind of visual (movie, graphic, meme, GIF, etc.) will you produce?
  • The date of publication. When does the article go live?
  • The destination or channel the post will go live on, as the fifth pillar of your social media content calendar if you're creating a single one for all your social media platforms.

If you don't know what date and time to schedule your posts, Conte.ai uses artificial intelligence to determine the ideal publication calendar in seconds. 

Should I Post on Facebook More Frequently?

Simple consistency in posting is the goal. By doing this, you can connect with your audience often and keep your business at the forefront of their minds.

Want some statistics? Of the experts who provided input for this article, 32% said they publish two to three times each week. 30% claim to post more than once per day.

Know Your Audience

Do you know how to correctly use Facebook Insights to attract more attention and generate a great response from your audience? You can learn how here! 

Facebook Insights allows you to view demographic information about your audience. In this way, you can determine if your audience fits your target demographic. The two can occasionally differ. You have a problem if your marketing approach attempts to reach one target population yet the data on Facebook Insights is different.

Screenshot is showing age & gender statistics of current audience

source: @facebook

Connect With Your Customers

Happy customers are the lifeblood of your company. Establish a timetable for your team to review and monitor page interactions. Respond to inquiries and reviews with promptness, accuracy and positivity. Not receiving any of these yet? Encourage website visitors to write comments by offering a little incentive in exchange. Receiving favourable remarks? Respond to them in a polite and composed manner.

Ask your audience what interests them by engaging with them through polls, surveys and entertaining quizzes. Adapt your material to meet their needs or take their feedback into account. The idea is to give your clients the sense that you value them and pay attention to what they have to say.

Screenshot of engaging Facebook post from British Airways

source: @britishairways

Audit Your Content

Don't have enough hands, resources or time to produce quality content? Conte.ai has it all and more!

It's vital to work through the larger technical aspects first before diving into the finer details and analysing the strategy used to develop your Facebook posts.

A Facebook audit report includes answers to several questions:

  • Is the quality of your content—including your pictures and videos—high?
  • Do your articles fit the necessary parameters?
  • Has captioning been added to your videos?

Here's one more item: you should carefully review your top-performing posts to see if they consist mostly of images or videos. Do they include a CTA? If so, how does their performance stack up against posts that don't?

You should keep an eye on your posts’ click-through rates because Facebook is the top social media channel for conversions.

Interact With Other Brands and Maximise Connections

People and businesses flourish on Facebook with the support and encouragement of others. Spend some time interacting with other company pages by liking, sharing and commenting insightfully on their posts. Additionally, link to websites whose goods and services complement or relate to yours, contacting them personally to discuss how your brands might collaborate.

Members of your team should be encouraged to use their personal accounts to like and comment on your company page. Make the most of your relationships by directly inviting bloggers, influencers, family members and friends to respond to the content on your page. Your page’s engagement rate can be improved by all of these. When conducting your next Facebook audit, be sure to keep an eye out for this.

Know Where You Stand

It's crucial to examine and monitor how your business is performing on Facebook, just as with all other marketing initiatives. Additionally, there are several types of analytics available on Facebook that help you assess how users interact with your profile and content.

Fortunately, Facebook Insights can be used to track your company’s reach, as well as your followers’ responses to different types of content.

Conte.ai analyses your brand and competitors to better develop your social media accounts. 

Spend time getting to know your target audience and making sure the audience you're establishing is the right one for your business.

Every plan needs a few objectives to gauge its effectiveness. In the last step of the audit, check to determine whether your existing Facebook strategy aligns with your social media goals. If your main objective for the year is to raise brand recognition, make sure your posts and stats demonstrate this intention.

Be Open to Changes and Adjustments

Importantly, perform routine inspections to make sure your Facebook advertising is operating at peak efficiency. Check to see that the aims of your ongoing campaigns still align with your company's objectives. To prevent drops in sales, subscriptions and conversions, your material should stay current with industry trends. If your present techniques aren't working, be prepared to revamp, rebrand or alter your image. Review the type and frequency of the content you post. After that, make adjustments in light of the information and insights you've obtained. Review your existing audience settings and make the necessary adjustments.


You’ve done it! Thank you for finishing your Facebook audit. The audit may have uncovered some problems. You should now draft an action plan to address any issues and enhance your approach.

These minor adjustments will unquestionably help keep your business page in excellent shape.

These were 10 things to look for when doing a Facebook audit to evaluate your efforts and choose your next course of action. Now you have everything you need to become an authority in Facebook auditing.

If your digital marketing strategy needs more guidance, Conte.ai can help with all your social media management needs!

Drowned in the information flow?
Conte.ai will undertake your brand's social media management and content creation, so you don't need to dig into this