How to Understand Facebook Analytics
While most businesses have made the leap to Facebook at some time or another, not everyone out there has a complete understanding of Facebook analytics that are associated with it. That is a gap in knowledge that everyone should fill as analytics are a great tool for measuring the results of your efforts at marketing.
Facebook provides page owners and authorized users’ access to Facebook Insights, which are basic analytical data stores that help you understand exactly what your Facebook page is doing, and not doing, for you. Last year the format was refined in a way that made data more accessible which means it is now much easier to use the information to help drive strategic marketing decisions.
Getting started with Insights
Facebook Insights are available on Facebook business pages. You clock on the View Insights button which is located on the upper-right size. From here you gain a basic overview of the various categories of items that are tracked and a general idea of what your page statistics are. But if you want to really get knowledgeable you need to jump into the Page, Posts and People tabs.
It starts with the Page Tab which has 3 subsections:
- Likes – This is a fairly self explanatory section that provides a graph of when you received likes. Along with the total follower history over time you can check specific like totals over exact dates. An important part here is a graph titles ‘Net Likes: What Changed’ that allows you to see how various campaigns compare or if there was a period of negativity. This allows investigation as to what causes the biggest up and down swings. Finally you can see where followers come from which allows you to better target on your core demographic.
- Reach – So how far did your post get? This is a great way to compare organic versus paid traffic and see if paid advertisements are worth it to your business. You can also see how your reach translates to likes, comments and shares and even if people mark posts as spam and the like. The way to utilize this is by posting various types of things and seeing how they compare to determine what works best with your viewers.
- Visits – Visits are a good enthusiasm marker for your page. Are they mentioning you and referring people to you? Make sure to return the favor for mentions and referrals.
Then you have the Posts Tab:
- Posts – This should be the bread and butter of your analytics because it tells you what days and time of the day the majority of your people are on. This allows you to post things right before or during peak hours to ensure maximum visibility. You can also check which types of posts are the most engaging. Typically pictures have the highest level of engagement on Facebook, but audiences vary. From here you can find your most successful posts and model future posts.
Finally you have the People Tab:
- People – Demographic information is always valuable. We often tout that you need to understand who your audience is to better relate to them and this is very true on Facebook. If you were unaware that 70% of your audience is female then you might have a gap to bridge to connect to a male audience.
The Bottom Line
Facebook analytics are a valuable tool that is already available and fairly easy to understand. A nice bonus for Insights is that you can export the data to a program like Excel to create a historical archive and generate quarterly and annual reports to measure your results over longer periods of time and help plan future marketing strategies.
Using Insights will make it easier to find and interpret the data that then helps you make those important decisions about marketing on the social media giant. So take some time to explore the various Insights to increase your understand of the Facebook analytics if you want to get the most out of your business Facebook page.