Facebook Insights is a tool that allows entrepreneurs to monitor social network user data and their corporate page performance.
Data, statistics, and analysis. Dealing with numbers can often seem like a complicated task. However, when working with Digital Marketing, having skills to interpret metrics is essential. They make up the compass that indicates mistakes and successes and the path to be followed toward the desired results.
A common mistake many social media professionals make is believing that, because it is an activity primarily focused on communication, they will not need analytical skills daily. But at some point, everyone realizes how necessary they are.
What is Facebook Insights?
One of the most significant benefits of the Internet to the corporate environment is the possibility of measuring the activities of customers and potential buyers, thus allowing the development of strategies to improve business performance.
Generally, analysis applications have the word “analytics” attached to the brand. But Mark stepped forward. He named it Facebook Insights.
Insight can be translated as discernment, understanding, or knowledge. But, to facilitate your account, we will use a less usual but much more favorable meaning: self-analysis.
Insights is to Facebook what Analytics is to Google. Look at you using the rule of 3 mathematical formulas without realizing it! I Read more, one of the most powerful allies of the social media professional.
And why is Insights important for my business?
There is no better way to get to know your audience than by analyzing their passive behavior. At least, not so far. Facebook Insights can reveal important data about users’ conduct, consumption, habits, and customs.
You can view information about specific publications, performance in particular periods, and growth statistics, among many other features.
Through them, it is possible to plan actions and modify patterns such as language, frequency, time, types of content, etc.
Note that this information is valuable for business growth. Adapting to your persona’s preferences and predicting their actions is the most effective way to achieve your goals.
What are the main features of Facebook Insights?
When you access your page, notice a menu on it. Click on “Information”. When you do this, you will be directed to Facebook Insights.
Within this page, there are some tabs positioned on the left.
Here, generic information about your page will be available. Initially, it is configured to show data for the last seven days, but you can change it to “today,” “yesterday,” and “last month.”
You will see information about Shares, Views, Likes, Reach, Engagement, Videos and Followers.
Additionally, a small interactive graph can be seen below the numbers, showing the performance of each of them in the selected period compared to the same previous time interval. Hover over it for specific details.
To change the period, define the “start” and “end” dates. It is also possible to “Export data” in .xls ( Excel ) and .csv format, with the maximum allowed being 500 posts at a time. So, you can compose your reports in other software.
There is also access to information about the most recent posts below. This is an essential functionality for analyzing their performance. This will take you to the Publications tab, which will be covered later.
Another essential feature is Pages to Watch. This is an excellent competition and benchmark analysis tool, which provides data about other pages you choose.
This tab is dedicated to Facebook Ads, the social network’s advertising platform, so we won’t cover it in this article. To know everything about this feature, see the Practical Guide to Creating an Effective Facebook Ads Campaign.
Next, there is the “Followers” tab. Here, you have information regarding your fans: people who clicked the “thumbs up” button to follow the brand.
Select specific periods for analysis and compare them to measure page performance. All graphics are interactive, so make use of this functionality.
It is possible to choose a smaller interval by right-clicking and dragging it to the desired date. You can also change the graph format to compare it with other moments.
Net followers are indicated by a parameter between new likes and dislikes (people who stopped following you, the infamous “unfollow”). It would help if you also differentiated between organic and paid performance.
The last graph is related to acquisition sources. It will tell whether people liked the page, found it through the Facebook search engine, or in specific API applications.
This tab is very similar to the previous one, but there are differences. When users like a fan page, they follow it and receive content published in their feed.
However, within the page, he can choose not to follow. In other words, this user is a fan but does not receive the published content directly. Despite this, you can still access the publications by visiting the page.
Similarly, there is the possibility of following a page without liking it. This is allowed so that the user can personalize their wall.
Next, we have the “Reach” tab. Here, you can access your posts’ total reach within specific periods, which the administrator can select.
The second graph contains data related to user interactions with posts: reactions, shares, comments, replies, and others.
Don’t pay too much attention to the “claims” component. They occur when someone requests administration of the page. But this is a practically irrelevant metric.
In the third infographic, you see the most common reactions. This recently added functionality reveals different types of emotions regarding a post: I loved it; wow; haha; sad and grr.
Here, you also observe how many users have hidden or reported your posts as spam. In case of high numbers, it is better to rethink your content.
Total reach is the sum of your posts and other actions that bear the page’s name, such as publications tagged by third parties and check-ins.
External actions influence the metrics mentioned so far. This tab covers people who visited the page.
In other words, they clicked on the name of the page in a post, found it in a search engine (external or on the network itself) or links on websites, received recommendations on forums and conversation platforms (such as WhatsApp or email) or typed directly into the browser.
It is then possible to determine whether they browse sections such as “About,” “Photos,” “Groups,” and “Publications”, among others. Furthermore, data is available on age group, gender, country, city, and device (mobile or fixed) used.
There are also traffic sources in this location. They are internal, that is, people who came through Facebook itself, or external, when referenced by websites, search engines, or other social networks.
A fan page also contains CTA’s or calls to action. In this tab, you check the values related to it, such as “clicks on the phone number,” “clicks on the website,” and “directions”.
Such information is essential if you define some of it as a KPI for your business. After all, these actions indicate that someone wants, in some way, to find your company.
The first information in this tab is “When fans are connected,” which reveals data about the behavior of your followers.
In principle, this is a way to define the best days and times for posting. But remember: moments with the most significant number of fans online will only sometimes result in better results.
Access “Types of content” to determine which posts generate the best results ( photos, videos, links, texts, etc.).
A fan page also allows you to create events. This will enable you to use specific situations to promote your brand.
This tab contains all the information related to it, such as the number of guests, interactions, and even data on ticket sales, another feature available.
Events function as a separate fan page but have an expiration date.
The objective of this tab is to inform the performance of posts in video format, specifically.
It is possible to know the average number of minutes watched in general or on specific content. Or identify the total number of views. In addition, of course, to compare them with other posts of the same type.
This tab is based on the personal data provided by each user and allows a demographic analysis of your audience. You can access information about gender, age, language, and geographic data.
Its importance is seen in local business cases, for example. You are talking to the wrong people if you have a physical store in São Paulo but have a primarily Minas Gerais audience.
The same goes for other demographic variables. So, if engagement is shallow, your problem may not be content, but the people you attract are incompatible and different from your business.
Finally, the “Messages” tab reports the number of people who contacted your company via Messenger. If you sell something through this channel, keeping an eye on this metric might be a good idea.
What are the relevant metrics for my business?
In any Digital Marketing strategy, there is no magic formula familiar to any enterprise. Therefore, the most critical metrics are also different for each business.
Conversions are, by definition, any action desired by the company. Depending on the strategy adopted or the phase of execution, they may vary. Some common examples of micro or macro objectives are:
- website traffic;
- link clicks;
- engagement (or involvement);
- full range;
- publication reach;
- page likes ;
- new followers;
- types of publication;
- reactions on the post;
- survey responses;
- event confirmations;
- adherence to hashtags;
- views on the video;
- company performance vs competitors’ performance;
- cost per click (in case of sponsored links);
- and, of course, ROI.
Keep an eye on this data, but remember that its importance differs in each case.
A tip: define a key performance indicator and some secondary metrics. Too many numbers can hinder your analysis.