If you’re not careful, Facebook can be quite a time suck. You might set out to spend a few hours sourcing content and wind...
The Complete Guide to Using Your Facebook Page InsightsMichelle
Do you know when your Page’s fans are most often on Facebook? Do you know how your Page is performing in comparison to other Pages in your niche? Which type of content is most popular with your fans?
You can find all of these answers and even more information about your Page’s performance using the Facebook Page Insights tool.
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Creating a posting schedule and promoting your Page is important for getting started, but to really make sure your Page performs well you need to evaluate your metrics. Facebook Page Insights gives you valuable information about your Page and your audience that allows you to give your fans more of the content they crave.
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How do you use this powerful tool? Our complete guide to Page Insights will help you understand each metric and why they’re important to your Facebook strategy.
How to Use Facebook Page Insights
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From your Facebook Page, click Insights in the top menu. You can then export your performance results by clicking Export Data in the top right corner, or you can view metrics about your Page by clicking the sections on the left. In this guide, we’ll explain what each of those tabs on the left mean to give you a better understanding of the data available to you.
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When you access the Insights tool, you’re defaulted to the Overview tab. This section gives you a brief Page summary for the past 7 days. You can also change it to view the summary for the last 28 days by clicking the arrow next to Last 7 days.
The summary gives you a brief overview of your Page’s Likes, reach and engagement in comparison to the previous week (or month, if you prefer). Click on any category to see further insights into those analytics.
Scroll down and you’ll see an overview of any recent promotions, followed by your 5 most recent posts with stats for reach and engagement.
The last heading in this section is Pages to Watch, a cool feature that allows you to compare your Page’s performance to others in your nice. Clearly, I need to step up my game to catch Charlie Day Quotes 😉
This tab gives a brief view of overall stats for any recent promotions. You can see how many people the boosted post reached, the engagement rate and how much you spent on it. If you click on the post, you’ll see a breakdown of the engagement the post received. This is a great place to quickly check how your boosted posts are doing.
This is an important metric to keep an eye on to make sure your Page is getting in front of users who are interested in it. The number of Likes your Page receives is a telling factor of how your efforts are paying off. This section tracks 3 things:
- Total Page Likes: The total number of Page Likes for a 28-day period
- Net Likes: The number of new Likes minus the number of Unlikes. You’ll also see how many Likes are organic vs. paid.
- Where Your Page Likes Happened: The number of times your Page was liked, broken down by whether the Likes happened from Page suggestions, on your Page or uncategorized desktop or mobile.
You can select longer periods of time to track by using the chart at the top of the page. Also, click on a metric in the benchmark box on the right to compare data over time.
Post reach is the number of people Facebook showed your post to. In the Reach section, you can see the organic reach compared to the paid reach and see which types of posts are the most popular with your audience. You’ll also see any negative engagement (Hide, Report as Spam and Unlikes) happening on your posts, which decreases the number of people you reach.
My favorite sections are Total Reach and the Engagement graph for Likes (Reactions), Comments, and Shares.
Check this section regularly to find out which types of content your fans engage with most. This will help you see what types of content you should be posting more often.
The Page Views section allows you to break down your audience in demographics like age and gender, country, city and the device they’re using.
Actions on Page
If you have a blog, website or shop linked with your Facebook Page, this section helps you see how effective your Page is at funneling traffic through to your site. In addition to tracking how many website clicks and action button clicks you’re getting, this tab also shows you the number of users who are clicking on directions or your phone number.
You can further analyze the demographics for each of those actions by gender and age, country, city and the device fans are using when actually viewing your Facebook Page.
Along with the Reach tab, this is the section worth checking most frequently. The Posts tab tells you when your fans are online, so you can create your schedule to post content at those popular times. The Posts Type section shows you how well your different post types performed in terms of reach and engagement. You can sort your post by highest reach or engagement to better analyze your trends in content.
Review this section often to see what types of content resonates best with your audience.
If you promote events through your Page, these insights will show you:
- The number of people who’ve seen a link to the event on Facebook
- The number of people who’ve viewed the event, and
- The number of joins, saves and maybes the event has received.
You can also break your audience down by demographics.
If you’re a frequent YouTube poster and upload your videos to your Facebook Page, you’ll benefit from the Videos Insights. This section shows you:
- Video Views: How many times your videos were viewed for 3 seconds or more
- 30-Second Views: How many times your videos were viewed for 30 seconds or more
- Top Videos: The most viewed videos that were watched for 3 seconds or more.
Evaluating these metrics will show you which videos your audience find interesting, which can be extremely helpful in how you choose your content in the future.
The People section shows you the demographics of Your Fans, People Reached and People Engaged. Here you can view the gender, age, location and language of the people who like your Page, which can help you pick the right content for them. You’ll also gain more insight into the types of people who have liked, commented on or shared your posts in the past 28 days.
This information is also beneficial when you are setting up Ads for Page Likes to grow your audience.
This tab simply shows data on the messages your Page has received. This can be helpful for tracking conversations.
Use Insights to Grow Your Page
Overall, Facebook Page Insights is a free, easy-to-use tool that allows you to track your Page’s performance. Analyzing these results allows you to see when your fans are online, what types of posts are most popular with your audience and how you’re comparing with other Pages in your niche. Having this information on hand helps you to post the right types of content at the right time, ensuring more reach, engagement and growth for your Page.
Post valuable content regularly and check your Page Insights often. Your Page will benefit from knowing what content your audience wants the most.
Do you use Facebook Insights? Which metrics do you find to be the most helpful? Let us know by leaving a comment!