Do you wonder how successful your engagement is on Facebook? Did you know Facebook Insights is a FREE analysis tool that can help you to analyse your content and followers to gain a better understanding of your page's performance?
Insights is an amazing tool that gives you indepth data about your page performance and followers over a period of time. In this article, I give you a guide on the most common tabs used to help you monitor your page performance.
To find this data, click on the ‘Insights’ tab at the top of your business page (above the cover picture). To access the data you will need a minimum of 50 followers. As your fanbase grows, more data becomes available to you.
You will then see the Overview screen showing Page Likes, Post Reach and Post Engagement for the last 7 days with a comparison to the previous week. This can be amended to the last 28 days to gain a larger picture of your activity. Note, however, that the data is displayed in Pacific Time Zone (8 hours behind GMT). As you scroll down, you can also see statistics for your last 5 published posts followed at the bottom by 'Other Pages to Watch' which shows similar businesses and their post performance, giving you an indication of your position with your market.
You can also export your data into an excel spreadsheet so that you have a permanent record of your performance for future comparison. This can be page, post or video data.
You can then go into more detail about specific areas of performance using the options on the left (tabs) The data available will depend on how many followers you have. The more followers, the more you can see. Let’s take a look at the left hand tabs more closely.
LIKES & FOLLOWERS TABS
From this tab you can see a breakdown, showing which days you received new likes or dislikes and how many.
In addition, you can see how you gained the new likes. E.g. Organically or with paid advertising. The 'Followers' tab works in exactly the same way.
Further down you can see more detail displaying where they happened. Whether it was on your page, in the newsfeed or by some other method.
The first graph shows you a breakdown of your daily reach and how many were reached organically or via paid advertising. You can select to only show paid or only organic if you have a mixture of marketing happening concurrently.
Further down the page you can see the reactions, comments and shares for each day. If you want to display a clearer graph you can select just one engagement type to be displayed. Generally 'Reactions' will be higher than other results. Having 100 engaged fans is far more valuable than 1,000 fans that do not engage at all. Therefore, these statistics can help to see that you are achieving your interaction goals.
Another graph available on this page is the negative actions i.e. if someone has requested to hide your posts or reported them as spam, giving numbers and dates (hopefully this will be minimal if your posts have been varied and interesting). It is natural, however, to receive some negativity as you will not be able to please every fan all of the time.
PAGE VIEWS TAB
In this tab you can see a breakdown of the total people who have viewed your page by section, age & Gender, Country, City and by device. (Stats available will depend on the number of likes on your page. This can give you valuable information whether your posts are resonating with your target audience or a different one.
This tab is the one I personally use the most. At the top of the page you have three options, ‘When Your Fans Are Online’, ’Post Types’ and ‘Top Posts From Pages You Are Watching’. Let’s take a look at each one in more detail.
‘When Your Fans Are Online’
This gives a breakdown of what days and times your page fans are on Facebook. When you hover over each day at the top, the online figures amend accordingly against the times below. This gives you a good indication when your followers are on Facebook so that you can schedule your posts to gain maximum potential of engagement. However, please remember, this only shows the previous week's results, therefore I recommend looking at this each week to establish the most up to date information. IMPORTANT TIP: This displays in Pacific time and cannot be changed so you need to take into consideration your time difference. i.e. if in the UK add 8 hours to the time shown for your actual posting time.
This tab displays the average reach and engagement of each post type so you can see clearly what types of post are more successful. This, again, should be analysed regularly and your schedule updated with more post types that your fans enjoy and engage with.
‘Top Posts From Pages You Are Watching’
This tab enables you to see which of your competitors’ posts have been the most successful. You can add pages to watch here and I recommend you add your competitors’ pages so you can see what is working form them and amend your strategy where necessary (especially if their posts are engaging more fans than yours).
Below these graphs on each of the tabs are the results of the individual posts you have shared. These are displayed with the most recent at the top. You can amend the data that is shown by the drop down arrows at the top of this section. If you have received an unusually high number of 'hide posts' this will let you know which post the viewer chose to hide.
To establish the most popular posts you will need to export the data from the overview tab and select 'Post Data', select the time period you wish to analyse and then in the layout, select 'Post Engagement'. I recommend doing this on a regular basis so you can see which posts are resonating with your audience.
In this tab you can see how many people have viewed your videos with a comparison to the previous period. Although Facebook also gives you the statistics for 3 second views, I discount this information as it is not a true representation of people watching your videos as this will include videos that appear in the newsfeed as visitors scroll through.
For more indepth video statistics, I recommend exporting the data from the overview page (similar to the engagment data) by selecting 'Video Data' and the time period you wish to analyse. This will then give you the information for 30 second, 60 second and 90% views, which is far more accurate to base your results on.
Further down on this tab you can see your highest performing videos that have been viewed , although again, the data exported is far more accurate to assess.
This next tab is extremely useful when considering paid advertising on Facebook as it displays the breakdown of your fanbase based on gender, age group and location. This has four tabs – your Fans, your Followers, People Reached and People Engaged.
Fans & Followers Tab
This gives the overall breakdown of your business page fans/followers. Giving the percentage of males to females, which age group and their location (Country, City and Language)
When you click on the other two tabs, you see the same breakdown but based on how many of each your posts reached and from those that engaged with your posts.
There are a few other tabs available, depending on the number of followers you have. These range from 'Actions of Page', 'Stories', 'Groups', 'Messages' and 'Orders'.
My recommendation is to have a good look around your Facebook Insights and see what information you can use to help you achieve higher engagement and assess your page's performance. It's an amazing tool and ABSOLUTELY FREE to use!
What Insights have you found the most useful with your Facebook marketing? Let us know what has worked for you in the comments below.
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This is Suzii, signing out 'til next time. Have a great day everyone!