How to use Facebook Insights

Picture of Manvi Agarwal

by Manvi Agarwal

Customers and prospects are trading their attention for your information. If they refuse to do so, it’s because your information does not matter to them sufficiently for them to trade attention for that information.”

Jay Baer (Author, Speaker & Founder of Convince & Convert Consulting)

Yes, nowadays, the customers have become smart and they aren’t ready to fall for the trap of brands who are salesy. If you wish to grab a quality lead then you need to offer them something that adds value to their interests and doesn’t sound promotional at all.

Sounds tough, right? But it becomes even tougher when you have a business active on one of the most popular and crowded social media platforms, Facebook!

Facebook has above 2.45 billion monthly active users and imagine you need to attract some millions to your business page and eventually convert them into customers. Lots of work, right?

Yes, but any effort made randomly would be a sheer waste of your time, energy, and even money. So, what’s the solution? It’s a super awesome tool named as Facebook Insights that’s in-built in the platform. Now, what’s that?

What Are Facebook Insights? How Do They Help Your Business?

Facebook allows you to connect with your targeted audience and keep them engaged with the help of sharing tailored content that suits their specific needs.

But have you ever thought whether the content that you are posting is having any real impact or not? 

This is where Facebook Insights comes into the picture. It helps you in honing your social marketing strategies and keeping them timely and relevant to your targeted audience. Overall, it makes your Facebook targeting better and efficient by letting you track user interaction on your Facebook business page.

The concept of insights works based on the data that Facebook gathers from the users such as their demographics, browsing history, preferences, etc.

Data Facebook Collects

This is an extremely broad representation of the data that Facebook collects on a mass scale. But you can narrow down your targeting efforts based on the things we have understood in the last chapter about how to create and publish relevant Facebook remarketing ads and customize your audiences based on their gender, demographics, preferences, etc.

Now, let’s move to refine your targeting strategies even more with the help of Facebook Insights. The feature can be leveraged by all the admins of your business page who can track the actual number of active users that can let you analyze the performance of your page in a better manner. Also, it gives you an idea of:

a. What kind of content (text, images, videos, infographics) are trending among the users you are trying to target?

b. What could be the best time of a day to post stuff on your Facebook page to garner maximum engagement?

Besides, the Facebook Insights feature keeps on getting updated to represent any developments in the performance of your business page and helps you identify a pattern if any. This means that tracking the insights of your Facebook page is an on-going process that should be done regularly.

Information Covered In Facebook Insights

In order to access and leverage Facebook Insights first you need to go to the “Insights” tab under the menu bar of your page.

The various performance metrics that can be viewed within Facebook Insights are - 

  1. Overall Page Overview
  2. Ads Performance
  3. Followers 
  4. Likes
  5. Reach
  6. Page Views
  7. Page Previews
  8. Actions on Page
  9. Posts Performance
  10. Events Performance
  11. Videos Performance
  12. Stories Performance
  13. Messages
  14. Orders

These are the variety of options available that give you an overview of the performance of various features on your page. Also, you can customize the duration for which you would want to view the summary:

View Summery

Now, let us see what do all the individual features mean and what metrics do they cover in order to showcase our page performance.

Page Overview

Facebook Insights on Page Overview

This feature gives you a synopsis of your page based on a variety of metrics shown in the two images below. Also, we will explore each of these sections in detail.

Section Details

A couple of insights not covered in the above image:

Insights Covered

Facebook Insights on Ads Performance

As you can see that the second feature id “Ads” by clicking on the same you’ll land on the window that will give you the precise summary of the performance of your previous ads:

  • Overview of your ads like the performance and how much you have spent in the past.

    Overview Performance
  • You can customize the duration and study the summary of a specific period as per your requirements:

    Currently Viewing
  • The second option is “All Ads” that gives you the individual summary of each ad that you have published:

    All Ads
  • Lastly, there is the option to view the demographic details of the “Audience” that you have defined for your ads:

    Audiences

By analyzing your ads performance it becomes easier for you to refine your marketing goals and create ads that will drive more engagement.

Facebook Insights on Followers

Now, the third feature lets you track your followers and shows you the data in different specifications:

  • The total number of followers:

    Total Followers
  • Net followers that include organic and paid ones. Also, it shows you the number of people who have unfollowed your page:

    Net followers
  • Lastly, there is a feature that shows when your page follows have occurred:

    Follows

The data helps you in identifying what’s working and what’s not for your Facebook business page and you can rectify the bottlenecks easily.

Facebook Insights on Likes

Coming to the fourth feature “Likes” which is similar to the “Followers” as it shows you the same metrics:

  • The total number of page likes

    Page Likes
  • Net likes comprising the new, organic, paid ones, and unlikes as well:

    Net Likes
  • And, in the last there is an option to see where your page likes have happened:

    Page Likes Happened

There are many tools available in the market that lets you get an even better idea of your fans but SocialPilot is one of the best in business. It has a comprehensive social media analytics tool that has super cool features like:

  1. Most Liker and most sharer feature that helps you identify the most active fans of your Facebook business page. Also, you can grab their profiles to connect with them directly and maintain personalized interaction or acknowledge their contribution.
  2. Popular Hashtag cloud is another effective feature that helps you in recognizing the best hashtags for your specific audience niche. There is a hashtag cloud comprising different hashtags and the size of each determined the amount of engagement the respective content garners.

Facebook Insights on Reach

The fifth option of “Reach” shows you the metrics for the number of people to whom you have managed to connect through your posts:

  • The total number of people (organic and paid) who have seen your posts:

    Post Reach
  • The number of times people have recommended your Page through their posts or comments:

    Recommended
  • The number of times people have liked, reacted, or shared your posts

    Reacted
  • The metrics for the number of unlikes, spam, hiding your posts, etc.

    Reports spam
  • Lastly, there is an option to see the total reach of your page that shows the engagement overview:

    Total Reach

Facebook Insights on Page Views

After “Reach” there is an option to see the “Page Views” that shows the metrics for the views your page has got:

  • The total number of page views

    Total views
  • The number of views specific to the profile tabs of your page

    profile tabs
  • The total number of people who have viewed your page but here you can also track them in terms of their age, gender, country, city, and device:

    track
  • Lastly, you can view the “Top Sources” that shows you the logged-in visit counts or the number of unique visitors to your page by varied referral sources:

    logged-in

Facebook Insights on Page Previews

In the next section you can view the number of people who have only previewed your page and also look at the age and gender profile of such visitors as shown in the two images below:

Page Previews

Total Number Of Page Previews

who previewed

Total Number Of People Who Have Previewed Your Page With A Breakdown In Terms Of Age & Gender

Facebook Insights on Actions On Page

The next option lets you track the “Actions On Your Page” that too in terms of what actions have been taken by them:

  • Total number of actions happened on your page and different actions such as clicking the direction, CTA, phone number, or website links

    Actions on page
  • The total number of people who have clicked a particular “Action” button and their breakdown in terms of their age, gender, country, city, device, etc.

    clicked

Facebook Insights on Posts Performance

Coming to the next option of “Posts” that comprise a variety of metrics that shows how well your content is performing.

  • The first tab gives you the data for when your fans are online and a summary of all your posts:

    Online Fans
  • The second option gives you the performance metrics for the specific type of posts that you have shared in terms of their reach, clicks, engagement, etc.:

    post type
  • The last tab lets you overview the top pages of your key competitors already added to your page and have a glimpse of how they are performing:

    performance

Facebook Insights on Events Performance

The next feature “Events” meant for those who leverage their business pages to promote events and here they can find the demographic details of the audiences who clicked their links and buy tickets.

up coming events

Facebook Insights on Videos Performance

Next, there is an option of “Videos” that tells you the overall performance of the videos that you have shared:

video insights

Also, it shows the data for your top-performing videos:

top videos

Facebook Insights on Stories Performance

Now, come to the “Stories” tab that shows the insights on how your stories have been performing throughout in case you have shared any:

stories insights

Facebook Insights on Messages

Now, the “Messages” tab that exhibits the details of the people with whom you have interacted through messages. Also, it shows the number of new messaging connections and the people who have blocked your messages or marked you as “Spam.”

messenger insights

Facebook Insights on Orders

The last tab “Orders” gives you the summary of the orders that have taken place through Facebook and it shows your total earnings as well:

Last 7 days

Are Facebook Insights Worth It?

No doubt, Facebook Insight is an extremely powerful tool to track the performance of your business page and monitor how your targeted audience is interacting with your content.

But leveraging the feature effectively is even more important if you want better results. So, first, go through all the above steps and learn how to track each feature and based on the insights you can refine your sharing strategy and garner maximum user engagement!

Hey, wait as using Facebook Insight isn’t enough you need to know there’s much more you need to learn about how to use Facebook on your website.

Frequently Asked Questions

🌟 What are Facebook Insights?+
🌟 Can I customize my Facebook Insights tab?+
🌟 What metrics can I view in the Insights tab?+

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