Information is power, and with all the analytics Facebook Insights has to offer, you have every reason to create a proper strategy. Insights reflects how well your content is doing and whether it is resonating with your audience. It also shows your Page’s growth and gives you a picture of how your strategy is moving along. Buffer recently published a complete guide to understand Facebook Insights. Here are the key tips we took away.
1 – Export your data (at Page Summary): If you want to analyze 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.
2 – Discover what’s working (at Pages to Watch): 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.
3 – Know your Like and Unlike sources: If you click or drag to select a date range on any of the graphs, it will show you the Like and Unlike Sources for that selected period.
4 – Compare your averages: If you click on any of the metrics on the right of the graphs, you’ll get two averages for that metric — Your average for the last period and your average for the current period.
5 – Understand your posts activity: If you see a spike of reach, engagement, or negative feedback, you can click or drag to select that section of the graph and find out more. Facebook will show you the active posts during that period, in decreasing impression order.
6 – 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.
7 – 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 & Shares
- Reactions / Comments / Shares
- Post Hides, Hides of All Posts, Reports of Spam, Unlikes
- Engagement Rates
8 – 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. (You can use this information to set your Pages to Watch!)
Go here for a more in-depth understanding of how you can use Facebook Insights.
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