Facebook’s Audience Insights tool can help you to learn more about the people who matter to your business while tracking user interaction. The more insights you have, the better you’re equipped to deliver more meaningful and engaging messages to people. The insights page is also accessible by all admins of your page so that everyone is able to effectively track the number of active users as well as better understand page performance. The tool itself is constantly being updated by Facebook to deliver improvements where ever possible.
So. What does this all mean for you? And how can you take advantage of this tool to improve your Facebook business page performance? Let’s take a look at some of the key metrics you’ll be able to dive into as well as what you should do with the information.
1. How to access Insights?
It’s quite simple really – navigate to your business page on Facebook and included in the menu that sits along the top of the page is a tab called ‘Insights’. Once you click onto Insights, you will be shown a summary page that highlights the last 7 days of activity for your page. You can change this to ‘today’, ‘yesterday’ or ‘last 28 days’ as well to navigate between different summary views.
2. Navigating the menu of options
There are many different types of insights you can access. To start diving deeper into different metrics, you will need to navigate through the Insights sub-menu options. This is located along the left hand side of the screen and allows you to look at insights related to many different elements such as:
- Promotions
- Followers
- Likes
- Reach
- Page views
- Actions on page
- Posts
- Events
- Plus a few more depending on the type of content you’re posting
3. Post Insights
Under the Post Insight menu, you will be able to look at a range of metrics that can help to improve your online content. This includes the times and days when your fans are mostly logging on, the different types of posts that are receiving the best engagement as well as the top posts from pages that you watch (ie your competitors). This information should be used to schedule content for the best times and days possible, while also delivering the best type of content to receive engagement.
4. Likes
The Likes menu will show you statistics relating to your audience and how they came to ‘Like’ your page over time. You can set the time frame if you need as well. This page allows you to understand your page growth as well as to understand where the ‘Likes’ are coming from.
5. People
The People menu provides you with a very detailed breakdown of all demographic data related to your followers. This includes gender, age, and location. You should use this information to better understand your audience and target content accordingly. For example, if the main bulk of your followers is in the age range of 13-17, then you wouldn’t be sharing content that would be suitable for an older age group.
6. Reach
You can use this insights menu to understand how much of your content is actually reaching your followers. This section helps you see your page views and unique visitor views (those who searched for you as opposed to clicking on the Facebook ad). The important takeaway from the Reach area is that you will be able to see what channels (organic searches, paid and viral) are the most effective. Most likely, you’ll want to increase the viral segment as much as possible.
7. Exporting data
There is so much data available to you through the insights section, that you may want to view it in a different way or sort through it in a more manageable way. On the ‘Overview’ page in the top right corner, there is an ‘export data’ button which will let you download
8. Want more detailed data?
Export your data using the button on the top right of the Insights page. This allows you to select the data you need, select a date range, choose a file format and event a layout if you prefer. For all of the data-hungry people on the planet – this tool allows you to play with an manipulate the data into information that is more meaningful to you.
These are just some of the main metrics you can find useful on Facebook’s Insights page. The important takeaway from all of this, it to actually make some informed decisions about your content based on the findings. You can identify patterns, increase your engagement and ultimately increase your following simply by using the data available in this handy little tool!
Still, have more questions? Or are you not as data-savvy as you’d like to be? Get in touch and we can help do the leg-work for you.
