How you can use Facebook Insights and Analytics to Boost your Social Media Marketing Strategy: Part 1
Facebook Insights is one of the most powerful Facebook analytics tools available. When you dive into your Facebook Insights, you will receive a wealth of data to help you understand more about your Facebook page.
With so many different data-points available to measure – such as likes, engagement, reach, and demographics – Insights will help you to understand how your content is resonating with your audience, how your page is growing and provide you with an awesome overview of how your Facebook strategy is performing. Read on to find out our complete guide. We will cover everything you need to know about the key sections of Facebook Insights and share tips to help you become proficient with Facebook analytics.
Getting to Facebook Insights – To access Facebook Insights for your Facebook page, head to your Facebook page and click on “Insights”.
How to use Facebook Analytics
How your page is doing – The Overview tab within Facebook Insights does more than it says. Apart from showing you key metrics of your page, it also shows you the key metrics for your five most recent posts and a brief comparison of your page with similar Facebook Pages.
Page Summary – The page summary section shows you the key metrics of your page for the last seven days, such as page likes, post engagement, and reach. It also tells you the percentage change from the previous period and shows graphs for the period. This section is great for getting a quick assessment of your Facebook page performance.
For example, if you are focusing on growing your page, you can quickly access your growth by looking at your page likes ad reach. If you are posting more videos to drive engagement, you can immediately see if you are strategy is working by looking at your video views and post engagement.
Top 5 Most Recent Posts – This section shows you the key information of your latest five posts – published date and time, post caption, post type, targeting, reach, and engagement. This section is great for getting a sense of how well your recent posts are performing and which type of posts are performing well recently. For example, you might notice that curated link posts outperformed other types of posts. Then, you could experiment with posting more link posts.
Pages to watch – Pages to watch is one of our favourite Facebook Page features. It gives you a quick comparison of your page with a few other pages you want to watch. If you click on any of the pages, it will show you the top posts on that page from the current week.
This section is great for seeing how your Facebook page is performing among your peers and competitors. By looking at the top posts of those pages, you can also stay in touch with what’s trending in your industry or curate great content for your Facebook fans.
Export your data – If you want to analyse your page data further, you can export metrics of your page, posts, or videos as a CSV or excel spreadsheet. Facebook provides a lot of data in the spreadsheet.
Click to see more insights – Click on the post title to see the detailed breakdown of the performance of an individual post.
Discover what is working – If you click on any of the pages, you will get a pop-up with the top posts of that page – ranked from the most engaging to the least engaging.
The likes tab let's you go beyond just knowing the number of likes your page has. It can also show the growth, averages, and sources of likes.
Total Page Likes as of Today – The graph above shows you the overall trend of your page likes. If the graph is showing a plateau or a downward trend, it would be great to dig into it and understand the cause.
Net Likes- The graph above informs you of your daily growth of your page likes and breaks down the proportion of likes and unlikes your page has received. While it is great to have positive net likes, it is helpful to monitor the unlikes trend as well.
When your page likes happened – This graph tells you where your page likes came from, such as directly from your page, from your ads, or page suggestions that Facebook serves to users. For example, if you are running Facebook Page Likes ads, you should see the “Ads” portion increasing.
Set your data range-At the top of the page, you can set the data range you are interested in. you can either drag the indicators on the graph, select 1 week, 1 month or 1 quarter, or you can select specified start and end dates.
Know your like and unlike sources – If you click or drag to select a data range on any of the graphs, it will show you the like and unlike sources for that selected period.
Compare your averages – If you click on any of the metrics to the right of the graphs, you are going to get two averages for that metric – Your average for the last period and your average for the current period.
The Reach tab informs you about the reach of your Facebook page and posts and the factors that increase or decrease your reach.
Post Reach – The above graph shows you the number of people your posts have reached organically or through promotions. It can be a quick way to assess your organic reach over time and if your ads are working.
Reactions, Comments, and Shares – When a post receives engagement, Facebook will serve it to more people as the engagement on the post implies that people are interested in the post. More engagement, higher reach.
Reactions – It seems like this chart will only appear if you have a high number of reactions to your Facebook posts. It is a great way to judge the sentiments of your posts.
Hide, Report as Spam, and Unlikes - “Hide Posts, “Hide all Posts”, “Report as Spam”, and “Unlike Page” are considered as negative feedback. They are ways users tell Facebook that they do not want to see a page’s posts. Facebook will accordingly show those posts to fewer people. As you want to keep negative feedback at a low or at complete zero, it is great to monitor this graph.
Total Reach – Total reach is the number of people who saw any activity from your page such as your posts, posts to your page, ads, mentions, and check-ins. Just like post reach, it is a great way to see how your organic and paid reach has been growing.
Set your data range and compare your averages – Just like in the likes tab, you can set your data range at the top of the page and compare the averages of each metric by clicking on the metric.
Understand your posts activity – If you see a spike of reach, engagement, or negative feedback, you can click or drag to select that nation of the graph and find out more. Facebook will show you the active posts during that period, in decreasing impression order.
See your reach breakdown – If you prefer numbers over visualisation, you can click or drag to select a date range on the total reach graph to see your total, organic, and paid reach in a table format.
Who viewed which section of your page
The page views tab is a little like the traffic report in Google Analytics. In here, you will learn about your page views and top traffic sources.
Total Views – Total views is the number of times people viewed your page. If the same person visited your page twice, it will be considered as two views.
Total People who viewed – Total people who viewed is the number of people who have viewed your page. If the same person visited your page twice, it will be considered only as one. This figure should be equal or less than your total views.
Top Sources – This graph shows the top five traffic sources that have directed people to your page. Knowing this allows you to increase your efforts on those sources if you want to increase your page views.
Set your data range – Just like in the likes tab, you can set your data range at the top of your page.
Breakdown the data – You can break the page views metrics down by certain characteristics. For total views, you can break it down by section (of your Facebook Page). For total people who viewed, you can break it down by section, age and gender, country, city, and device. This can help you understand more about the people who are interested in your page.
What people did on your page
The actions on page tab allows you to understand what people do when they are on your page. The few actions that Facebook considered are clicking on “Get Directions”, clicking on your phone number, clicking on your website, and clicking on your action button.
Total Actions on Page – This graph shows you the number of actions people have taken on your page. If you are a local business, you might be more concerned about the number of times people want to get directions to your place or get your phone number. If you are an online business, you might be more concern about the number of website clicks.
People who clicked action button/Get Directions/Phone Number/Website – This graph and the subsequent graphs show you the number of people who took the respective actions on your page.
Our action button says, “Sign Up” and directs people who click on it to our homepage. From this graph, we can get a sense of the traffic our page drove to our homepage.
Set your data range – Similar to the few tabs before, you can set your data range at the top of the page.
Breakdown the data – Just like your page views graphs, you can break the actions taken graphs down by certain characteristics.
So, this was part one of my two-part blog on how you can use Facebook Insights and Analytics to boost your social media strategy, come back again tomorrow to read part 2.