The Facebook Insights are a section of Facebook, where data relating to your company Facebook page is collected.
A precious place, therefore, full of information, which allows us to understand many things about the progress of the page itself, whether our marketing strategy works or not , what is the audience we are hitting and much more.
You understand well that knowing how to read Facebook Insights data is essential to understand where we are going wrong, what direction we are taking and whether it is necessary to change course or continue on the same.
To integrate this data, there are many tools, most of which for a fee, which complete the data that Facebook itself shows us in more detail.
Before starting to see, section by section, how to read Facebook Insights , I would like to clarify one thing. All the data that Facebook provides are downloadable and contain much more in-depth information than what we will talk about today. The fact remains that knowing how to interpret Facebook Insights data remains a fundamental component of the work of social media manager.
Let’s start with the Overview
Faceboom Insights: Overview data
The first screen is represented by a sort of summary of the general progress of the page.
As you can see in the figure below, the data relating to the actions of the page, the views, the likes acquired and so on are shown, all information that we will then go into detail in the other sections.
Thanks to this overview, you can get a clear idea of how your Facebook page is doing.
Be aware that the data shown here changes every day, so I recommend that you analyze them, making a comparison with the monthly (28 days) and weekly trends, especially if your editorial plan does not include daily publications.
Just below this summary window, your last five posts and their progress are previewed, but you can extend the section and have a global view of all posts.
From this screen you can recognize at a glance which posts have recorded the best performances and decide to replicate them in your strategy.
On the other hand, you will also discover those posts that you didn’t like or that didn’t give the desired results, don’t take it as a negative figure, but use it to improve your strategy, dry branches and making others grow.
The last part of the Overview section gives you the possibility to add pages that you want to keep under control, your competitors. Through this window you can monitor the growth of their pages and have a yardstick.
Facebook Insights: Who are the people following my page?
Knowing your target and making sure you hit it is crucial to achieving the goals we have set ourselves.
Within the Facebook Insights there are several graphs, which illustrate the situation. The first one we meet shows us how the acquisition of people who follow the page (I didn’t say “fans” eh!) Took place over time.
The people who follow this page are not necessarily our fans. The fact that these people have expressed an interest in following our content makes them very important to us. It will be our task, also to make them become fans of the page and gradually establish a relationship with them.
They are potential customers, who are halfway between those who now know us and follow us and those who have just discovered us and are studying us.
From here we go into detail, with two graphs that respectively illustrate the net followers, how they were acquired over time and where they come from.
Let’s not be scared if we see that we have lost some fans, people are fickle, they change their mind, the important thing is that the number of fans is always positive, consistently with an increase in the engagement rate on the page.
If there are more followers who leave than acquired ones, it’s time to worry, sit down and understand why people run away from us. Is the content uninteresting? Are we only promoting our products? Are we advertising too insistent?
The answers give you the numbers and a bit of common sense. You will have to be patient.
From this graph, you can understand where the people who have chosen to follow you come from. If the majority of followers arrive organically, as in this case, you will have confirmation that your strategy is going well.
The same types of graphics are shown in the section dedicated to the “likes” of the page.
Facebook Insights: what is coverage?
The coverage, otherwise called “reach”, represents the number of people reached by our content and is divided into: organic coverage and paid coverage.
Organic coverage is the portion of the public that we can reach, without using any sponsorship, which is currently below 10%, since the Facebook algorithm decided to reduce it further.
Keep in mind that, just in these days, Facebook has announced that it will change the way it calculates organic reach of posts , as I explained in this infographic on my Facebook page.
In the graph below, you can see the actual coverage of your posts over time, including those you sponsored.
The questions you need to ask yourself here are:
- am I reaching a sufficient audience for the goals I have set myself?
- what is the relationship between the coverage of posts and the actual engagement on the same?
- What are the reactions I register, in relation to the scope?
To answer the third question, the next graph will help you, which shows the types of reactions that your posts have generated. When analyzing the data, remember that a like does not have the same value as a share or a comment.
The last interesting graphic in this section is the one relating to hidden posts . This too should not be interpreted as negative data, but as important information.
How many people hide your posts? Some will always be there, don’t worry, the important thing is that they don’t become too many!
Data relating to page and preview views
Another section of Facebook’s Insights is the one that shows data on page views , i.e. the number of times people have seen your page, to be logged in or not logged in.
If there are any spikes, or if you notice an unusual trend, investigate what may have been the cause. Did you do a sponsorship? Have you created a post that you particularly liked? What are the sections of my page that are most viewed?
You can learn more about this data and give yourself some answers by consulting all the sections of this window.
The preview of the page: what it is and why it is important
The data related to the views of the preview of the page, represents the number of times that people have placed the cursor over the name of your page to preview the contents.
The data is important to be able to perceive how much our page generates interest and curiosity. You could compare this with the number of fans acquired and see if there is any correlation.
Facebook Insights: the actions on the page
Users can perform various actions on our page, for example they can click on our website link or click on the call to action we have set up.
Monitoring the progress of this data helps us understand what users are looking for on our page and see the people who carry out these actions by age, gender and origin.
Facebook Insights: the whale that tells us when our fans are online
Everyone knows the “Facebook whale” by now.
This blue curve indicates the times of the day when our fans are most active and therefore, theoretically, easier to reach and in greater numbers.
Obviously, this data is not enough to skyrocket the engagement of our posts, basically there must always be quality content.
We can hit our audience at the best time, but if it’s not a good post, the results won’t improve.
How to know our target through Facebook Insights
The last section we will see in this post is the one dedicated to the audience of the page.
Please note that you also have several windows to consult here, here I will show you the differences between “people reached” and “people involved”.
As you can see, the data in the two graphs are slightly different from each other.
In my specific case, out of the total number of people reached, 47% are women and in this 47%, 63% are already part of my fans. looking at the data in the second graph, on the other hand, out of a total of 67% of the female audience reached, 63% of the people who interacted are part of my fans.
The number scales are different, but they are interesting data to compare.
At this point, the question to ask is: am I hitting the target I set for myself ? If not, what am I doing wrong?
Knowing how to read Facebook Insights data gives you the power to improve your work every day. I hope you found the article useful, if so I’d like you to let me know in the comments and if you like you can share some of your observations with me.
Waiting to read you!