People complain about Facebook being a time waster, but for all its drawbacks it offers some ways to interact with your demographic that nothing else does. Facebook Insights are a powerful tool for understanding your user interaction on your Facebook business page. All the statistics of who clicks on what are available for your page Admins, as long as they understand how to read and use the info to help them make the best decisions.
A deep look at Facebook Insights helps you identify which content is most engaging to your audience. Facebook continually makes changes to its algorithms, and recent changes seem to be pushing businesses toward paid posts. Using Insights can help you make the most of your budget if you go this route.
The Overview tab gives you the most important data about your page at a glance, including new page likes, post reach and engagement for the previous week. You can change the date range to see more time values. You can see views for both organic and paid posts.
Key Facebook Insight Statistics
First, go to your business page and click on Insights at the top. Reach, Benchmarks and Engagement are key ares to check out. The spikes in your Reach data are the ones where your content reached the most people. You can dive in to those dates to see what you did that day. Did you post a funny meme that everyone shared? Did you link to a cool video? Replicate these popular posts to give people more of what they want and like.
Here you can also get an overview of actions you don’t want to see, such as if your posts have been hidden or reported as spam, and how many unlikes your page gets. Don’t be too worried about unlikes, as this happens to every page. But striving to post interesting and meaningful content will keep these actions to a minimum. Too often, people focus on the likes and comments and aren’t noticing the flip side of that. It can be very eye-opening to compare your top-performing posts with the most shares to the ones that cause people to unlike you.
Benchmarks, in the Reach summary, allow you to look at a calendar and compare your performance over time. This is a good way to set goals and see if your strategies are working.
Click on Posts to check your Engagement rate. This tells you how many likes, comments and shares you got. This tells you the percentage of people who interacted with your post based on the number of people who saw it. Obviously, the higher the number means more people are reacting to your content in some tangible way.
The Actions on Page tab shows you areas on your Facebook page that people visit, including your phone number and directions. Are a lot of people checking for photos? Consider adding more on a regular basis. If a lot of people click to your About tab, perhaps they are looking for more details about your business that you can provide, or they aren’t finding what they are looking for elsewhere. See if making these sections more fulfilling helps your engagement.
There’s enough data available in Insights that you can get lost in it. Pay attention to these key metrics, and especially these metrics as they relate to any paid campaigns you may be undertaking, to get the most from your money. You can even learn more about what countries see your posts and the ages and genders of the people reading them, if you want to target even more granularly. If looking at data is not your thing and you want help figuring out what is important and how to understand what you’re seeing in your Facebook Insights, get in touch with us at Limelight Department. Facebook Insights are a powerful took but only if you know how to understand it, and we’re here to help make sure you do.
