- Overview: An overall look at your page data
- Promotions: Data on promotions run on behalf of your page.
- Followers: Data on your followers
- Likes: Data on your likes
- Reach: Who your posts were served to.
- Page Views: Who viewed which section of your page
- Actions on Page: What people did on your page
- Posts: Data on your Posts
- Branded Content: Data on your Branded/Paid Content
- Events: Data on your Events
- Videos: Data on your Videos
- People: Who engaged with your page
- Local: Data on the people around your business, if a Local business page
- Messages: Message Analytics
We are going to focus on the Overview, Posts, and People. The analytics I’m using is for a local client not related to decorative painting.
The Overview gives you a look at the last 7 days. The other tabs dig deeper into each of the sections. It will also give you the Reach and Engagement percentage for your last 5 posts. You can also add a local or national competitor’s business page to ‘watch’ and compare to your own.
On the Days info, it tells you what days the most of your fans are online. Scroll through the Times and you can see what time your fans are most online. Knowing the times, set up scheduled posts to go on at this time to see how it affects your Reach and Engagement. Tip: Sometimes the times when your fans are most online will not be the ideal time to post as your most ardent fans may be online at a different time. For instance, we had a page where, according to Facebook Insights, 9pm was the ideal time. After testing, we discovered that 9pm may be the time when most of our fans were online but 8am was the sweet spot for the most engaged audience. So, test, test, test.
On the All Posts Published, you will see data on your posted shares. You can also see at a glance which types of posts (link, photo, video, subject) do much better than others. On the columns, we are going to look at Reach and Engagement Rate. (The percentage under ‘Engagement’ is not the default. I got there by clicking the ‘Reactions, Comments & Shares’ tab – see arrow – and picked Engagement Rate from the dropdown menu.) Add the Reach figures for one month, and that gives you your monthly reach. Take the average engagement for the month and that gives you your average engagement rate. I like to keep these figures in mind because that tells me how I’m doing month to month and can gauge if my efforts are paying off or if I need to tweak more.
It’s important to know who is coming to your page and from where. This page gives you more info on your fans such as age group, gender, location, and language. Not only can it help inform the type of copy you write as well as the content you share, this information, along with Audience Insights on the separate Ads Manager, can help inform your specific target demographics for any promoted content.
I hope this has helped! And yes, I still encourage you to play, play, play with the Insights. Alter the calendar, see what different drop menus do, and learn more about your page. It will help you create a better overall experience for yourself and your fans! I also encourage you to consider Business Manager, a Facebook page platform where you can manage ads, assets, teams, and even more advanced analytics and tools. Until next time!