Without statistics, it is difficult to understand if the content and community promotion are working. Fortunately, VKontakte provides detailed indicators. This is an advantage: no need to guess in the coffee grounds. The main thing is to understand which metrics to watch. In this article, how to quickly collect VK statistics.
Where to find VK group statistics
The analysis is accessible to community administrators: just click on "Statistics" in the sidebar.
A dashboard will open: this is the starting point. Key indicators are immediately visible: reach, views, likes, shares, comments, new subscribers, and action button clicks.
Additionally, you choose the period yourself: today, yesterday, week, month, or any other interval via the calendar. This is convenient when you need to prepare a VK report, for example for the quarter.
What sections exist
The updated statistics offer many categories for the community report: detailed data on different types of content.
"Community" Section
This is the main block of statistics. Here, it is immediately visible how the indicators have changed: views, subscriptions, messages.
The data is displayed dynamically. For example, if the reach increased by 15% in a week, but comments decreased by 10%, this warrants reflection. Yes, the audience is arriving, but engagement is decreasing.
In the "Community" section, you can see reach, views, likes, comments, subscriptions and unsubscriptions, shares, action button clicks, and even notifications subscriptions. Everything is conveniently presented in charts.
The "Audience" tab is also there: you can see where people are coming from: recommendations, search, advertising, or directly.
"Posts" Section
This section answers the main question: what do people really like. Here, you can compare which type of posts get the most views and reactions: posts, photos, videos, clips, or products.
The statistics of each individual post are particularly useful. It is easy to study a specific post: how many people viewed it, how many liked it, how many shared it. This helps to identify patterns. Perhaps Monday polls get more reach than Friday memes, or vice versa.
"Stories" Section
Stories also have statistics. You can see how many times they were viewed, how many people responded, shared, or hid. The last indicator is particularly important: if many people hide the stories, it means they are either too intrusive or do not match the audience's interests.
There is a separate "Moments" section: these are collections of stories. Essentially, the equivalent of perpetual stories, but with their own analysis: you can see how the audience reacts to a specific collection.
Clips and Videos
The tabs have a similar logic. At the top, a summary of views and reactions is displayed, below - detailed statistics: who is watching, on which devices and platforms, which videos dominate in terms of engagement. This is very useful for experimenting with formats. It might turn out that clips get reach, but engage little, while long videos, on the contrary, generate more comments and discussions. In this case, it is possible to adjust the strategy: produce some content for reach, some for engagement.
Which metrics to focus on
To compile a report on the VK community, it is useful to focus on several indicators.
Unique Visitors
This is the number of different people who visited the community during the selected period. The same person is counted only once in the statistics. This data shows the actual interest in your platform.
The main question here is: do visits turn into subscriptions? If a lot of people visit, but the audience does not grow, it means there is a problem with the welcome screen: the cover, the description, the pinned post, or the action button.
The subscription conversion rate is calculated simply: divide the number of new subscribers by the number of unique visitors and multiply by 100%. If this gives less than 1–2%, it is time to think about how the audience perceives you.
Views
This indicator shows how many times the community page has been opened. A person can give several views. Here, more important than the figure itself, is the depth: divide views by unique visitors and see to what extent the audience engages with the content. If the coefficient is less than 1.3, it means people come in and immediately exit. A normal level is about 1.5 to 2. If it is more, it's a good sign: people are interested, they browse, explore, stay.
For depth to increase, it is important for the community to have a logical showcase: a pinned post, a convenient menu, collections of materials. So, the person will not be content with just one glance, but will browse.
Gender and Age
In the "Audience" tab, there is detailed demographics. This data will help to understand if the actual audience matches the expected audience. Suppose you sell cosmetics, and statistics show a bias towards men aged 35 and over. This means there is a problem: either the advertising is poorly targeted, or the content attracts a different type of audience.
It is worth comparing not only the composition of visitors, but also those who actually subscribe. Young people may take a look, but not stay. In this case, the presentation format needs to be changed: post more short videos, interactions, use lively language.
Geography
At the bottom of the "Audience" section is the distribution by city. This statistic helps to understand where the core of the audience is located.
Sometimes it's revealing to find out that most of the traffic doesn't come from Moscow, but for example from Yekaterinburg or Krasnoyarsk. It's a reason to think about local campaigns: participation in city events, targeting specific regions. You can even adjust the timing of publications - adapt to the time zone.
Devices
The list of devices is located next to the cities. Here, it's simple: what device visitors are using.
The difference between desktop and mobile users can sometimes influence conversions. If 80% of people connect with their phone, and the order form is long and inconvenient, you lose a significant portion of prospects. For the mobile audience, short texts, vertical videos, one-click buttons are needed. If, however, desktop users predominate, you can afford long articles and PDF files.
Subscribers and Dynamics
This is the most important block, it's in the "General" section of the "Community". The graphs show the dynamics of subscriptions, unsubscriptions, and net growth. Here, it is useful not only to look at the numbers, but also to see what they are related to. A sharp increase? There was probably advertising or a viral post. A spike in unsubscriptions? Perhaps you pushed too much on sales or had a poorly targeted mailing campaign.
Important: about metrics
Each number should not be considered separately - it is more important to see how they are related. For example, if unique visitors increase, but there are no subscriptions - the problem lies in the welcome screen. Attendance is stable and the number of views per person increases? It means the audience is engaged and reach should be expanded. Another case - if the mobile share is huge, but conversions are low. Solution: simplify the journey for smartphones.
How to automate statistics collection
Analyzing VKontakte data manually is possible, but it takes time. Here, our Postmypost analysis and automation service comes to the rescue.
To obtain a report, open the "Analysis" section.
Click on "Export".
Choose the social network and click on "Create".
Final tip: sometimes a chart seems smooth, but in reality, there are fluctuations of hundreds of people. It is therefore important to pay attention to the numbers. And always compare identical periods: a week with a week, a month with a month. Otherwise, it is easy to mistake a seasonal drop for a disaster.
