Without statistics, it is impossible to understand whether the content and promotion of the community are working. Fortunately, VKontakte offers detailed metrics. This is an advantage: you don't have to grope in the dark. The main thing is to understand which metrics should be looked at. In the article – how to quickly collect statistics in VK.
Where to Find VK Group Statistics
Analytics is accessible to community administrators – you need to click on "Statistics" in the sidebar.
A dashboard opens – this is the starting point. You can immediately see the key metrics: reach, views, likes, reposts, comments, new subscribers, and clicks on action buttons.
You can also select the time period: today, yesterday, week, month, or another period via the calendar. This is convenient when you need to create a report in VK, for example, for a quarter.
What Sections are Available
The updated analytics offer many categories for the community report – detailed data on various types of content.
"Community" Section
This is the main statistics block. Here you can immediately see how the metrics 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%, it's a reason to think. Yes, the audience is coming, but interaction is decreasing.
In the "Community" section, visibility metrics include reach, views, likes, comments, subscriptions and unsubscriptions, reposts, clicks on action buttons, and even notification subscriptions. Everything is conveniently displayed in graphs.
There is also a "Audience" tab – you can see where people are coming from: recommendations, search, ads, or directly.
"Posts" Section
This section answers the main question: What do people really like? Here you can compare which type of publications receives more views and reactions – posts, photos, videos, clips, or products.
Particularly useful are the statistics on each individual post. You can easily examine a specific post: how many people have seen it, how many likes it received, how many shared it. This helps identify patterns. Maybe surveys bring more reach on Mondays than memes on Fridays, or vice versa.
"Stories" Section
There are also statistics for stories. You can see how many times they were viewed, how many people responded, shared, or hid. The latter value is particularly important: if many people hide the stories, they are either too intrusive or do not meet the audience's interests.
There is a separate "Moments" section – these are collections of stories. Essentially an analogy to eternal stories, but with their own analytics: you can see how well the audience responds to a specific collection.
Clips and Videos
The logic of these tabs is identical. At the top, you will find a summary of views and reactions, below – detailed statistics: who is watching, on which devices and platforms, which videos lead in interaction. This is very useful for experimenting with formats. It may turn out that clips generate reach but hardly interact, while long videos, on the contrary, provoke more comments and discussions. Then you can adjust the strategy: create part of the content for reach and another part for interaction.
Which Metrics to Focus On
To create a report on the VK community, it is useful to be guided by certain metrics.
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. These data show the real interest in your platform.
The main question here: Are the visits turning into subscriptions? If many people are looking but the audience is not growing, something is wrong with the first screen – the cover, the description, the pinned post, or the action button.
The subscription conversion rate is easily calculated: divide the number of new subscribers by the number of unique visitors and multiply by 100%. If it's less than 1–2%, you should think about how the audience perceives you.
Views
This metric shows how often the community page was opened. One person can generate multiple views. Here, the number itself is not as important as the depth: divide the views by unique visitors and see how deeply the audience engages with the content. If the coefficient is below 1.3, people leave the page immediately. A normal value is around 1.5–2. If it's more, it's a good sign: people are interested, they are scrolling, studying, and staying.
To increase depth, it's important that the community has a logical presentation: a pinned post, a comfortable menu, collections of materials. Then the person will not be satisfied with just a glance, but will keep scrolling.
Gender and Age
In the "Audience" tab, you will find detailed demographics. These data help understand if the real audience matches the expected one. Suppose you sell cosmetics, and the statistics show a bias toward men over 35. Then something went wrong: either the advertising is set up incorrectly, 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 look around but not stay. In this case, you should change the format: post more short videos, interactions, use lively language.
Geography
Further down in the "Audience" section, you find the breakdown by cities. This statistic helps understand where the core audience lives.
Sometimes it's a surprise that the largest part of the traffic does not come from Moscow but, for example, from Yekaterinburg or Krasnoyarsk. This is a reason to think about local campaigns: participation in city events, targeted advertising in certain regions. You can even adjust the posting times – align with the time zone.
Devices
The list of devices is located next to the cities. Here everything is simple: what gadget the visitors are using.
The difference between desktop and mobile users can sometimes influence conversions. If 80% of people come with a phone and the application form is long and inconvenient, you lose a significant part of the leads. For mobile audiences, short texts, vertical videos, and one-click buttons are needed. Conversely, if desktop users dominate, you can afford long articles and PDF documents.
Subscribers and Dynamics
This is the most important block, located in the "General" section in the "Community." The graphs show the dynamics of subscriptions, unsubscriptions, and net growth. It's useful not just to look at the numbers but also to understand what they are connected with. Sudden increase? There was likely advertising or a viral post. Increase in unsubscriptions? Maybe you overdid it with sales or made an unfortunate mailing.
Important: About the Metrics
You shouldn't look at each number separately – it's more important how they are interconnected. For example, if unique visitors are rising, but there are no subscriptions – the problem lies with the first screen. The visitor numbers are stable, and views per person are increasing? Then the audience is engaged, and it's necessary to expand the reach. Another case – the mobile share is huge, but conversions are low. Solution: simplify the path for smartphones.
How to Automate Data Collection
Analyzing data in VKontakte manually is possible, but time-consuming. This is where our Analytics and Automation Service Postmypost comes to the rescue.
To obtain a report, open the "Analytics" section.
Click "Export."
Select the social network and click "Create."
Final Tip: Sometimes the graph seems smooth, but in reality, there are fluctuations on the order of hundreds of people. Therefore, you should carefully monitor the numbers. And always compare the same periods: week with week, month with month. Otherwise, it's easy to mistake a seasonal decline for a disaster.
