How you can use Facebook Insights and Analytics to Boost your Social Media Marketing Strategy: Part 2
How well your posts are performing
The posts tab contains all the information about your posts such as reach and engagement. You can also boost your posts from this tab directly.
When your fans are online – We believe that there isn’t a universal best time to post on Facebook, but there’s the best time for your brand to post on Facebook. This section can help you with that. It shows you how active your Facebook fans are, on average, on each day or the week and each hour of the day. You can hover over each day to see an overlay of the activity on that particular day vs the averages.
Post types – This section tells you how each type of posts fare in terms of average reach and average engagement. From here, you can tell which type of posts does best on your page, and you can adjust your posting strategy accordingly. For example, if you find that videos have the highest average reach and engagement, you could experiment with posting more videos.
Top Posts from Pages you Watch – This section is quite similar to the pages to watch section in the overview tab. While the one in the overview tab shows you the overall performance of those pages, this section shows you the top post of the week from each of those pages and the engagement it received.
All Posts Published – This section lists all the posts you have published on your page and the relevant information – published date and time, post caption, post type, targeting, reach, and engagement.
Sort your posts – You can sort your posts by published date, reach, or engagement by clicking on the title of the column.
View different metrics – You can view different metrics for reach and engagement. For reach, you can choose:
- Reach: Organic/Paid
- Impressions: Organic/Paid
- Reach: Fans/Non-Fans
For engagement, you can choose:
- Post Clicks/Reactions, Comments and Shares
- Reactions/ Comments/ Shares
- Post Hides, Hides of All Posts, Reports of Spam, Unlikes
- Engagement Rates
How successful your event pages are
If you often organise Facebook events, the events tab will enable you to be more data – driven by providing you with key data of your events. You can find out what is working and what is not working with your event promotion. You get data such as the number of people who saw your event, the number of people who responded to your event, and the demographics of your audience.
Events Stats (Awareness/Engagement/Tickets) – In this section, you have several graphs about the awareness and engagement of your all events. These are the data available:
- People Reached
- Event Page Views
- People Who Responded
- Event Actions
- Clicks on Buy Tickets
Events Stats (Audience) – Apart from awareness and engagement, you can also get a breakdown of your audience by age group and gender. This can inform you about the type of people who are most interested in your events.
Upcoming/Past – The second half of the page shows you the insights of your upcoming and past events. You can toggle between upcoming and past using the drop-down menu in the upper-left corner.
Click to see more insights – If you click on an event title, a pop up will appear, with the data of that particular event. As it shows data up to the last 28 days only, you might want to record them down after the event.
How well your videos are performing
The videos tab tells you how well videos are performing on your page. It mainly tells you the number of video views.
Video Views – This graph shows you the number of times your videos were viewed. Facebook consider 3 seconds or more as a video view.
10 Second Views – This graph shows you the number of times your videos were viewed for 10 seconds or more. If your video is less than 10 seconds, Facebook counts a 10 second view when people watch 97 percent of it.
While this number tends to be lower than video views, I think it is more indicative of the number of engaged views.
Top Videos – This section shows you the top five videos which have been viewed for three seconds or more, the most. It can give you a quick idea of the kind of videos that perform well among your fans.
View different breakdowns – In the upper right corner of each graph, there is a drop down menu where you can choose between different breakdowns.
Compare your averages – If you click on any of the metrics on the right of the graphs, you will get two averages for that metric – Your average for the last period and your average for the current period.
Click to see more insights – Clicking on a video title will bring up a pop-up with the deeper insights of that video. You can click on any of the stats and see even more insights.
Who liked, saw, or engaged with your page
The people tab is a simple overview of the people who liked your page, saw your posts, or engaged with your page and posts.
Your Fans – Your fans are people who liked your page. This section breaks down your fans by age group, gender, location, and language. From here, you can tell which demographic are most interested in your page.
People Reached/People Engaged – People reached are the people who saw your posts in the past 28 days while people engaged are the people who liked, commented on, or shared any of your posts or engaged with your page in the past 28 days.
What is interesting is that people who saw or engaged with your posts are not necessarily only your fans. This creates the differences in percentages.
Learn more with Audience Insights – Audience Insights, a tool within Facebook Ads Manager, is much more powerful than the people tab for understanding your fans. While it does not show you information about people who saw or engaged with your posts, it shows much more information about your fans.
Besides demographics information, you can discover data such as other pages that your fans like.
To access audience insights, head to Facebook Ads Manager and select “Audience Insights” from the drop-down menu in the upper-left corner.
Once there, select “People connected to your page” and the page you are interested in. The US is selected as the location by default. You can deselect it if you wish to look at your audience worldwide, however, Household and Purchase information are only available to US audiences.
Response times and Messenger analytics
The messages tab shows you the performance metrics of your conversation with people o Messenger. Here’s what each of the metrics means:
Total conversations – This is the number of conversations between your page and other users on Messenger
Your responsiveness – This s the percentage of messages you have answered and your average response time
Deleted Conversations – This is the number of conversations from your page that were marked as spam.
Marked as spam – This is the percentage and number of conversations from your page that were marked as spam
Blocked Conversations – This is the percentage and number of conversations from your page that have been blocked
See up to 180 days – For messages, you can see the stats for up to the past 180 days. You can select a timeframe by clicking on “Last 7 days”.
Promotions, Branded Content, and Local
The remaining tabs might not be as relevant to most people as those above or they might not even appear for you. I will briefly go through each of them in case you are curious about them.
Promotions – The promotions tab gives you a quick overview of your recent promotions. It is a great place for you to check your recent promotions while you are in your Facebook Insights. Alternatively, you can use the Facebook Ads Manager, which might be more comprehensive.
Branded Content – When you get mentions from a Verified Page, the branded content tab will appear among the list of tabs and the posts will show up there. You’ll be able to see the reach and engagement stats, just like your on posts. You can even share and promote these posts.
Local – If you run a local business page, you will have a local tab. In this tab, you have information about the foot traffic in your area, demographic information about people near your place, and percentage of people nearby who saw your Facebook ads.
So, that was part 2 of my 2 part blog on how you can use Facebook Insights and Analytics, if you have any further questions let me know in the comments below, or if you are interested in us helping with your social media strategy, visit our website today.