Facebook Insights offers extensive data that reveals not only the performance of your business’s Facebook Page posts but also a deeper understanding your audience.
In 2013, one of the most noticeable trends online was an increase in demand for accurate, detailed analysis of audience behavior and content performance. Facebook altered its Page Insights early in 2013 to give more information about the most crucial factors that affect business Pages, including how fans interact with Pages. After several months of testing, Facebook rolled out the changes across the entire site in October.
The main differences were simplified metrics, scoring content, a new “people” metric, and the new Page Insights export.
These metrics can be a huge help to your Facebook marketing efforts. This guide should help you negotiate the new, more detailed dashboard.
I’ll start by addressing the biggest changes to the analytics page in the October overhaul.
The People Talking About This (PTAT) metric, long regarded as the most important metric for judging general reach, was split into more detailed sections:
Page Likes;Engagement, which measures the number of unique Likes, comments, and shares for a post;Page tags and mentions;Page Check-ins and other interactions.
PTAT metric has been split into different sections.People Talking About This still shows up as a discrete metric in the front end of a Facebook page.
PTAT is still a discrete metric on the front end.The “Engagement” metric under the Posts tab aggregates each post’s clicks and Likes, indicating the overall performance of a post. This is a huge deal, letting you see at a glance how well any given piece of content has performed.
A People tab allows you to view demographic information about your Page’s viewers.
A People tab allows you view demographic information about your page’s viewers.The Page Insights Export feature lets you export your Insights data using a new template.
Page Insights Export feature.The analytics available can be grouped by detail level: Page level data and Post level data.
Page level data. Page level data shows an overview of the Page’s performance and statistics related to the page, such as new Likes, Page visits, and PTAT data.Post level data. Zoom in a layer and you get Post level data, which gives insights at the level of individual posts. How did individual posts perform? Here you’ll find raw data that you can use to construct your own content level and category level analytics, comparing one type of post with another to see which performed better.What other metrics are available? Insights is broken down into six sections: Overview, Likes, Reach, Visits, Posts, and People.
Insights is broken down into six sections: Overview, Likes, Reach, Visits, Posts, and People.Overview is a summary of the Page Likes, Post Reach, and Engagement sections. It’s the replacement for the old Admin Panel and it offers more detailed information about engagement, as well as being an “at-a-glance” place to scan the performance of your last five posts.
Likes begins with a graph showing your Page Likes between two given dates chosen by you. Below this, you’ll find Total Page Likes as of today, and the precise and useful Net Likes feature.
Likes begins with a graph showing your Page Likes between two given dates.This subtracts your Unlikes from your Likes over the last thirty days, showing the margin of one over the other. You can also view organic Likes, Likes that don’t come from paid traffic, and contrast them with paid Likes that come from Page promotion and pay-per-click campaigns.
There’s also a graph that shows you whether your Likes come from page suggestions or from the Page itself.
Reach starts with your overall post reach. You can toggle between the past week, the past month, and the past quarter, or you can choose custom date parameters. As you change the dates of the master graph, those on the other graphs on the page will also change, pulling the more specific graphs like Post Reach into line after it.
Reach starts with your overall post reach.Post reach shows a more detailed view of your overall post reach, while other metrics on this section include Total Reach, which shows the number of unique users who were served at least one impression of your content, however it reached them. News Feed, Ticker, Timeline, and ad serves all show up on here, and it’s the number of viewers, not the number of impressions, that’s counted.
It’s also possible to get data on Organic Reach, which can be contrasted with Paid Reach data to assess the relative successes of your ad and viral campaigns, and Total, Organic, and Paid Impressions let you measure Reach in a different way: here, it’s impressions, not individual viewers, that are being counted.
You’ll also see a Likes, Comments, and Shares graph as well as Hide, Report as Spam, and Unlikes graphs.
Graph of Hide, Report as Spam, and Unlikes.The Total Reach graph reflects the number of people who saw any activity from your Page as a whole, including posts, posts by other people, page like ads, check-ins and mentions.
The Total Reach graph.Visits gives you a similar set of controls to the Reach page. You’ll have control of the date parameters, so you can graph visits over custom date ranges, and Page and Tab visits.
Page and tab visits.Visits show the number of times each of your Page tabs was visited, giving a level of detail focusing on individual areas of your Page.
Other Page Activity and External Referrers.Other Page Activity allows you to see the number of actions people took that involved your Page, while the External Referrers graph lets you see the number of times people came to your Page from a website outside Facebook, letting you see the contributions your search-based or back-linking efforts are having to the success of your Facebook strategy.
Posts starts with three tabs: When Your Fans are Online, Post Types, and Top Posts from Pages to Watch. Under the first tab, you can see your total post views for each of the past seven days. Below that, you can find a graph that breaks down the day on an hour-by-hour basis so that you can see exactly when your fans are online.
Posts starts with three tabs: When Your Fans are Online, Post Types, and Top Posts from Pages to Watch.This is vital information when planning a posting schedule, since the life of Facebook posts is less than an hour in almost every case; content posted when most of your fans are offline will likely never be seen by them.
Check under All Posts Published to see the performance of your most recent posts.Check under All Posts Published to see the performance of your most recent posts. To access more detail on the subject, click the “Post Types” tab. This shows the success of different post types based on average reach and engagement, and the feature is designed to give page owners the data they need to decide what types of content perform best with their fans.
People tells you the demographic information of the people who have Liked your Page, showing their gender, country, city, age and language.
Again, this lets you tailor your approach more accurately to the kind of people you’re trying to reach. If a specific segment of your target demographic is particularly effective, you can target that segment deliberately.
Page Level Exports allows you look at over 70 “Key Metrics.”Data can be broken down in other ways too. Page Level Exports allows you look at over 70 “Key Metrics” and there’s a further 62 worksheets of drilldown available, based on geographic, reach, and engagement data. Some of those data will be more important than others to different businesses. A coffee shop, for instance, will have more use for mobile and geographic data than an ecommerce store. Geographic data, for instance, can be useful even for businesses that doesn’t do much direct physical business. Geographic data lets you know where your fans come from, which can help you plan your next offline campaign, or to find ways to connect to audiences that are clustered in one particular place.
Metrics are broken down into three frequency ranges: daily, weekly, and every 28 days. Facebook will show you your total reach data, your organic reach, and your paid reach. By matching these against each other you can gauge the success or otherwise of campaigns or even individual pieces of content.
The level of detail offered by the metrics system means you can look at the performance of your campaign at the level of individual posts — or you can switch perspectives and analyze things from the angle of individual unique viewers. That should allow you to plan and execute a much more effective posting strategy and the new, more detailed metrics system also gives scope to more effectively integrate your Facebook efforts into overall campaign strategy.
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