08 Jul A beginner’s Guide to Facebook Analytics and Insights
Facebook Analytics is Facebooks free tool that allows you to easily monitor the performance of your activities on your business or brand Page. This means that you can determine which activities are getting you the most traction and which ones you need to scrap.
There are however so many different terms and meadurable elements that Facebook insights can get confusing. Do you track Likes, engagement, reach, demographics… The following guide will aim to shed some light on Facebook insights and help you understand how and why each metric is important to your overall social media strategy.
Why use Facebook Insights
One of the benefits of social media, is that you are able to measure everything you do and determine what is working and what you need to adjust. Facebook being the number 1 social network in Ghana, is a must have in all social strategies for companies.
With 3,000,000 Ghanaians on Facebook, any information you can get about your Facebook Page, audience and customers will give you a leg up on your competition and increase your chances of cutting through the clutter.
As Facebook explains: “You can use this information to create more of the types of posts that your audience is interested in seeing. You can also learn about when your audience is on Facebook and publish your posts when you’re likely to reach more people.”
How to get to Facebook Insights
Accessing Facebook insights is pretty simple. You need to have a Facebook business page, and you need to have a minimum of 30 fans. If you meet these requirements, go to your Facebook Page and click on the “insights” tab at the top of the page. As Facebook’s instructions explain: “From here, you can view metrics about your Page by clicking the sections on the left (ex: Likes, Reach). To export your insights, click Export in the top-right corner.”
Now you know how to get here, let’s explain to you what it all means and how to use it.
How to use Facebook analytics
The first screen in the Insights panel gives you an overview of your Page’s performance. You will see your:
Page Views: The number of times people viewed your Page and its section
Actions on Page: The number of clicks on your Page’s contact info and call-to-action button.
Page Likes: The number of times people liked your page.
Reach: The number of people your posts have reached, plus likes, comments and shares and more.
Videos: The number of times the videos on your page have been viewed for more than 3 seconds
This information gives you a great overview of your pages engagement. (In the context of Facebook’s analytics, engagement refers to the % of people who react to, share, click on or comment on a specific post.
You also see your 5 most recent posts, broken down by when it was published, the post itself, the type of post, reach, and engagement, and ‘Pages to Watch’ to help you compare the performance of your Page and posts with similar pages on Facebook.
To determine the engagement rates of your Page, Facebook provides the following instructions:
2. Click Insights at the top of your Page
3. Click Posts
4. Scroll down to All Posts Published
5. Click the arrow to the right of Post Clicks / Reactions, Comments & Shares
6. Select Engagement Rate
The great thing about this is that if a particular post is doing well, you can increase engagement even more by clicking on “boost’ to promote the post to a wider audience.
Facebook was built on the Like, and a lot of social strategies focus on getting Likes. Being able to determine how many people Like your Page, as well as which of your content is getting the most (or least likes) will give you a good idea of how effective your current Facebook strategy is.
To access the ‘Likes’ section, select it from the menu on the side right under the Overview menu.
The first graph allows you to set the date range to see your performance over a specific time period.
The second graph shows you your total page likes.
The third graph shows you Net Likes. Net likes shows you a more detailed view of your page. It shows you the number of ‘Unlikes’, how many likes came organically, vs from your ads, as well as the net likes (organic likes + paid likes – unlikes).
This gives you a visual representation of your Facebook content’s performance allowing you to see the trend over time. When you see dips you can look at your content and understand why, when you see spikes you can do the same to understand why they happened. If you’re noticing that the greatest number of Likes are coming from ads, it’s probably a good sign that you should continue concentrating time and resources there.
If you scroll down the page further, you will see exactly where your Page likes happened. This graph shows you number of times your Page was liked from different mediums.
Facebook: “Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in News Feed. Figures are for the first 365 days after a post was created and include people viewing your post on desktop and mobile.” This number takes into account metrics from your Facebook’s News Feed algorithms, like Likes, comments and shares. The more of these interactions you have, the greater your reach.
Facebook insights shows you your organic reach versus your paid reach and shows you which posts are doing well and bringing you views. You also can determine how people are reacting to your content.
From this section, you can also see which posts people hide, or cause them to unlike your page so that you can determine which type of posts are beneficial to your brand and which ones are holding it back.
Facebook Insights also lets you examine the number of times people view your ‘Page’ or ‘Page Tabs’. “The Visits section of Page Insights can help you understand what people like about your Page, if they’ve talked about your business on Facebook, and how they arrive at your Page.”
Essentially, anytime someone looks at your timeline, your status updates, images or video or any other content, it is tracked in this section. This section helps you determine where people are spending their time on your Page, what they ignore, where they are visiting from, is it a search engine, another website or another social channel. This is valuable as it helps you determine where you are generating your traffic from which allows you to focus more of your efforts there.
The posts tab is up next and allows you to analyse your individual posts and pieces of content to determine how effective they are. It is broken into 3 sections:
When Your Fans Are Online: This tab looks at data from a one week period to help you determine the optimal time to post specific pieces of content. Knowing when your fans are most online can be the difference between a lot of people seeing your post and it getting lost in the noise
Post Types: This tab helps you determine what kinds of posts work best, video, photos, links, status updates. It breaks it down by showing you the top three performing types of content that you have posted, along with their average reach and engagement rates.
Top Posts from Pages You Watch: This tab lets you see how the other pages that you watch (they will most likely be your competitors) are doing. What types of posts get the most engagement and reach on their pages, how often do they post, what type of content do they post? All these can help you to form your strategy and figure out what works for your audience or not.
The ‘People’ tab gives you detailed demographic information on your audience. What content do they like best, what do they ignore or hide, when are they online most often. This is the area to check if your main objective is audience engagement, as the information here can help inform your strategy from an audience-focused perspective.
You can see the breakdown of your fans in the ‘Your Fans’ section.
The ‘People Reached’ and ‘People Engaged’ use the same data to show you who is seeing and interactive with your content. When you have a grasp of who your audience is, it is much easier to tailor your content to them and sell to them.
Whether your business’ social media goals include aiming to increase engagement and fans, drive sales, or raise awareness of your brand, using Facebook Insights can help you succeed.