Facebook has done it again, they’ve made a change! This time, the change is in regards to Facebook Page Insights. With the new insights, you are given more data, which can mean more opportunity to increase your reach, engagement and overall results from Facebook Pages. However, without knowing what data you should review, you may feel lost and confused by the Facebook Insights.
Use this article to understand what metrics you should care about and how to use them to benefit your business on Facebook. Below we’ll look at each insight tab including the Overview, Page, Posts and People tabs.
- Overview – On the overview page you’re able to see the main activity on your page during the past 7 days. Areas you’ll want to make sure you’re familiar with is the Post Reach and Engagement sections.
- Post Reach – The Post Reach section shows you how many users you’re status updates are reaching during the past 7-days. This number will either go up or down based on the number of users engaging with your updates, the more engagement the higher the reach. If you see this number going down, you know that you need to spend more time producing your status updates so that you’re able to put out higher quality content.
- Engagement - The Engagement section shows you exactly how users are engaging with your Page, including the number of Likes, Comments, Shares and Post Clicks. This data is strictly showing the action users are taking on individual status updates. The big number you want to look at in this section is the People Engaged number. This number tells you how many unique users have engaged with you brand in the past 7-days. If this number is dropping, you will want to share more engagement based status updates.
- Page – In the Page section of your new Facebook Insights you will be able to see more details on how many and where your Page is attracting Fans or losing them. This section of the new insights provides lots of opportunity to increase your reach and overall effectiveness on Facebook.
- Net Likes: What Changed – In this section you may think we’re looking at the new Fans, but that’s not the case. In this section you’re able to quickly look and see how many unlikes your page has received over the past 30 days. If you’re seeing huge numbers of unlikes or there’s a specific day that has higher unlikes than normal, you can review updates for that day and determine why. It is important to understand that every page is going to have a few unlikes in a 30 day period, but it should be much lower than the number of Likes.
- Posts – The Post section is where you’ll be able to learn about how your Fans are reacting your individual status updates. If you’re seeing some of the negative metrics mentioned on the other two tabs this is where you’ll want to review your updates to learn how your Fans are reacting to each individual post.
- All Posts Published – In this section you are able to see every update you’ve shared in the past 30 days. If you’re page is losing Fans or engagement is dropping, you can monitor each individual update to learn which updates are getting the most engagement OR which are getting the most unlikes. With the drop down menu at the top of the updates are you can select to see engagement with post clicks (default), just engagement, engagement rate or negative actions taken (unlikes, hide posts, etc). If you’re experiencing a drop in engagement or losing Fans, the negative actions is what you’ll want to study. Look at which updates are receiving the most actions and see what they have in common.
- When Your Fans Are Online – If you only view one area of the new insights, this is the tab we would recommend spending your time. This tab shows you how many Fans are on the network at each hour of the day. Use this data to determine the best times to post your updates to your Page. This data is going to be specific to your audience and Fans. With this data available to Page Admins, there is no reason not to post updates at the optimal time.
- People - This tab is dedicated to allowing you to see the details about your Fans, including age, sex, location and more. This page is fairly self-explanatory and does not contain any new metrics that were not available with the old insights. We do recommend you visit this page on a regular basis to ensure that you are attracting your target market. If you’re seeing that you’re target market is not liking the page, you should change your efforts to better attract them.
Facebook insights have always been valuable to any Page Admin that is taking Facebook serious, however with the new data you’re able to better determine what your audience is engaging with, when they are online and what you can do to improve your results, almost instantly.
Are you using Facebook Insights, if so we’d like to hear from you! How are you using the insights to increase your Facebook results and make your efforts more effective? Share your thoughts in the comments field!