Facebook’s free metrics tool - Facebook Insights, gives marketers a powerful platform to measure the performance of the pages they manage and the posts they create. Show Facebook Insights can be quite overfacing at first. Users are presented with a wealth of data and wisdom without any clear direction on how best to use it. That’s where we come in. Below you will find each metric clearly explained, as well as reasons why you may wish to add one to your marketing report. Overview tabThe overview tab is the first part of Facebook Insights you’ll land on when you’re looking to track your progress, and it shows a brief but useful selection of key metrics. You might not always have time for a thorough analysis of your stats, so this is the quickest and best way of having a look to see how things are generally going. The overview section is made up of a grid of data, including page actions, post reach, and post engagements, and its highly visual layout means you can easily keep track of trends within your stats. A majority of the metrics on the page are displayed in a line graph format, and have highlighted percentage changes - a couple of minutes looking through will bring you right up to speed with just how positive or negative things on your page are going. There are options to change the time period of data you view at the top of the page, meaning you can look at trending graphs from today, yesterday, the last seven days or the last 28 days. Once you’ve selected your timeframe, you can export the overview of data in a range of formats, perfect for sending as a quick update to someone or attaching to a report. However, this data isn’t always enough. Looking through more specific elements of your Facebook page is crucial when you’re trying to get your social media campaign running efficiently, and that’s where the next tabs come in. Likes tabPage LikesPage likes are the number of people who essentially support your page, are interested in what you’ve got to offer and want to see what you’re posting. Why track Page Likes? The number of likes a page has very much contributes to the way people measure a brand or business’s authenticity i.e. the more likes, the more reputable it must be, right? While it’s very much viewed as an image-boosting factor, there’s also a great benefit to be had from increasing your page likes - your content will be reaching more people. For that reason, you should be tracking your page likes over time with the aim of seeing that number growing. If your page likes aren’t increasing, you should look at revising your content strategy, both paid and organic. Net LikesThis shows the overall trend of your page’s likes, measuring the number of new likes minus the number of unlikes. If you’ve been running Facebook promotions or ads, you’ll also be able to see the number of paid likes gained from this here. Why track Net Likes? When simply tracking your overall page likes, you might not see any changes day-to-day. However, when looking at your net likes you may find that you are bringing in new fans but also losing as many as you’re gaining, which is halting your page growth. While some unlikes are due to Facebook deleting unused accounts, it’s good to get an idea of your Facebook page unlike stats as it could become a cause for concern if people aren’t sticking around for your content. Where your page likes happened This provides a useful insight into where exactly your new page Likes have come from, which could be any of the following: Ads, Page suggestions, News Feed, Your Page, Search or Restored Likes from reactivated accounts. Why is this important? It’s good to know how your fans found you. This can indicate how visible you are on Facebook as a whole, and how your paid content measures up against your organic. The information can be used to analyse how you perform in particular areas, and can be used to shape your future social media marketing strategies. Reach tabPost reachThis shows you how many people your posts have reached i.e. when any post from your page has appeared on their screen. This measures the reach for both your organic content and paid promotions, displayed definitively in the graph. Why should you measure post reach? When you’re posting high-quality content, you want people to see it. So it’s useful to track your reach over time to see the growth of your content, or if there is none, you can take appropriate action. It’s also a quick way to see if your ads are working. Reactions, comments, shares and moreThis is different to post reach, and shows the number of people who have seen any activity from your page; such as your content, ads, check-ins or any mentions about your page.
This is a great way to measure the success of both your organic and paid content, and gives a clear indicator of how your page is growing over time. Visits tabPage and Tab VisitsPage and Tab Visits give you an insight into the number of times each of a page’s Tabs were viewed over a period of time. There are wide range of Page Tabs, including: Posts, Events, Photos, Videos, Shop, Notes, About, Community, Info and Ads. Why track Tab Visits? Facebook pages are set up for different reasons, some are created to promote events while others are an extension of an ecommerce store. Here, you can track the Facebook traffic direct to the Tabs you use the most. External ReferrersExternal Referrers provides data for the number of times users arrived at a Facebook page from a website outside of Facebook. While direct traffic from inside Facebook will always make up the lion’s share of an audience, Facebook pages are often cited on external directories as part of company information.
As marketers we can learn a lot from referral paths. This analytic gives us an idea of how impressionable a Facebook page is outside of Facebook itself.
This section shows you information about your fans (those who like or follow your page), and the times they are online on Facebook. Although the date it will show isn’t customisable or from a specific time frame, it comes from a “recent” 1-week period, and Facebook gives no further hints as to just how recent it is. You don’t really need the specific dates the data is from though, as the information still gives you a useful idea. It gives you the exact number of your fans who were online on each day of the week, as well as a graph showing, on average across the week, how many are online at each time of the day. Hover over the days above to see more specific graphs, rather than the weekly average. Why track this? Of course, you want your posts to get the biggest reach possible - the more impressions the better. As such, it’s handy to know when you have a captive audience. Finding out when your fans are online is hugely beneficial. If your graph shows that on average, 10% of your followers use Facebook at 1pm, but 60% are online at 4pm, you wouldn’t be putting posts out at 1pm anymore, instead trying to get it out to the much bigger audience three hours later.
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