Every business has a clear perception of what their target audience is, but modern dynamic businesses realise that sometimes your product starts becoming more appealing to different audiences and you have to adapt to maintain your growth. Facebook insights is a great tool to discover more about your current audience, as well as analyse your current marketing efforts for your page.
The overview of your insights gives you a very top level view of your audience & performance. Each section is summarised with what Facebook believes is the most important factor for you. You’ll be able to see the highest demographic audience you have (Women 25-34 in the below screenshot), how far your posts have reached, and the amount of new likes to your page.
The likes section of the insights lets you really dive into the growth of your page. As well as seeing a cumulative graph of the likes of your page (in screenshot below) you’ll also be able to see the net gain each day – so you can identify key times where you can capitalise on new likes for the page. Further down you will also see exactly where your new likes have come from, whether they have come from adverts, page suggestions, directly on the page or elsewhere (such as a like button on your website) – you can use this information to analyse how different marketing campaigns are performing if one of the goals is to grow your Facebook page.
Here you will find how far your posts in a given time frame have reached (each day). It’s a great little data set for finding particularly viral posts that you may have not realised have been so successful. It splits out your organic & paid reach so you can see where you could potentially boost posts in future. Further down the page you’ll see the amount of reactions (likes, loves, etc) per day on your posts as well as comments and shares – again this is a great way of learning what exactly your audience on Facebook is interested in and what they best engage with.
If one of your marketing campaigns is driving traffic to your Facebook page, you can analyse how many people have been on your page using this insights section – it also details where they have come from.
Actions of Page
Leading on from the Page views section – the ‘Action on Page’ section lets you find out what they are doing once they are on your page. If you have a call to action set up, or an app with a giveaway involved you’ll be able to analyse how many people are seeing & clicking on these.
This is probably the most important insights you can gain from your Facebook page to learn what to post in future. This section reviews everything you’ve posted (with a given time frame) and lets you see the reach & engagement of each one. The first graph shows when your fans are actually online. Whilst the state of the News Feed doesn’t lend itself to showing the most recent updates, it is one of the deciding factors – so knowing when they are online can help you target both your organic posts as well as any paid adverts you are running. The next part of the posts tab analyses the post types that you are posting on your page. Different industries and different audiences will respond very differently so it is crucial to regularly review this report to see if there are any changes in how your audience is reacting.
If you’re mixing up your posting schedule with some videos – this relatively new addition to Facebook insights (they are really pushing video right now) will show how engaged your fans are with your videos. It shows primarily how many people started viewing your videos – but more interestingly it shows how many people reached the 10 second point which shows increased engagement. At the bottom of the report (not shown in the screenshot) it shows your best performing videos with reach, views & avg. completion. Take note of the avg. completion in particular as it’s a great indicator of video quality.
The final part of Facebook Insights takes a look at the demographics of the fans of your page. It shows gender splits, age splits & territory splits of your entire fan base. It then also looks into what sections of these are most engaged with your posts.