Facebook offers an analytics tool with their business page to show you trends, but has updated its algorithm to prioritize content from family and friends over businesses. This is where Insights comes in! To measure your success, you must look at the data.
To access Facebook Insights, go to your business page on Facebook. At the top of the page, you will see multiple options such as Page, Inbox, etc. Click on the Insights tab.
When you are on the Insights page, on the left-hand side, you will see many different tabs. These mean:
- Overview: This is a summary of your Facebook data. You can update the timeline to whatever best suits you. On this page, you will see information about page views, clicks, reach, top posts, and Pages to Watch.
- Promotions: This gives you a summary of all paid promotions you have on Facebook.
- Followers: This gives you information about who is following your page. It tracks the number of followers, actions your followers are taking, and where your followers are coming from.
- Likes: This gives you an overview of your likes. Note - this is linked to your page, not to your content.
- Reach: This tracks the reach of your posts. It also tracks engagement, such as likes and comments over time.
- Page Views: This page tracks who is viewing your page, how frequently, and any parameters about the viewers, such as age, gender, etc.
- Page Previews: This is an interesting one. It tracks the frequency of users that hovered over the page name to view a preview of the page.
- Actions on Page: This page tracks the number of actions people are taking on your page, such as website clicks, and breaks it down by action type.
- Posts: This page is significant! It tells you when your followers are active on Facebook, and which type of content is most popular.
- Events: This page tracks any data about any events you may host.
- Videos: This page gives you insight about any videos you upload.
- Stories: This page gives you insight about any stories you upload.
- People: This page tells you everything you need to know about your fans and followers!
- Local: This is a Facebook setting that will allow you to see who is near you and provides insight about their activity and behaviour.
- Messages: This will give you insight about your direct messaging, like how often you’re receiving messages, etc.
As you may be able to tell, Facebook gives a lot of data, and it can quickly become overwhelming. When you’re looking at analytics - ensure you spend time focusing on those that make the most sense for your goals. We recommend focusing on these three measurements:
This page gives you an overview of how many individuals are looking at your content and how they are engaging with it. On this page, the information is divided into four sections:
- Post Reach - This represents the number of individual people who had one of your posts appear on their screen. This is divided into organic and inorganic (paid).
- Reactions, Comments, Shares - This represents the amount of positive engagement you’ve had. The data is divided by engagement type: likes, comments, and shares.
- Hide, Report as Spam, and Unlikes - This represents the amount of negative engagement you’ve had. The data is divided by engagement type: hide, report as spam, and unlikes.
- Total Reach - This represents the number of individual people who had any of your content appear on their screen. This is divided into organic and inorganic (paid).
Each section has individual graphs that allow you to change periods, and hone in on what type of content is most successful. These four different sections give you insight into how well your content is doing and how far your content is reaching. Adjust your content scheduling and type over time and track the changes!
This page is divided into three different sections:
- When Your Fans Are Online: When your followers or people who like your page are on Facebook.
- Post Types: The success of different post types based on average reach and engagement.
- Top Posts from Pages You Watch: A curation of posts and engagement from other pages that you view. It can be used to compare your stats to those of similar pages and help you find new ways to use your business page.
This section also gives you running lists of all the posts you’ve uploaded and their data. Here, you can compare and contrast which posts were most successful and which were not.
Use the Posts insights to determine what time of day is best to upload based on follower activity, and what type of content best resonates with your audience.
This page can give you insight into who is visiting your page and how frequently. The page is divided into three main sections:
- Total Views: This represents the total number of views your Facebook page is receiving. You can also dive in further by dividing this data by section.
- Total People Who Viewed: This represents the number of individuals that viewed your Facebook page. You can also divide this value by Section, Age and Gender, Country, City, and Device.
- Top Sources: This chart gives insight into from which website or application your views are coming from.
Insights can help you learn more about how frequently your page is being visited, and where the views are coming from. A great tip is to compare the increase or decrease in views based on your content schedule. Perhaps uploading more visual content versus posts increases your views or vice-versa!
Your Facebook page is an excellent place for your customers to learn more about your business and interact with you via message. It is important to remember that both your Instagram profile and your Facebook page serve different purposes. Don’t be discouraged if the engagement or reach is different between the two.
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Nina Galle is Local Line's Content Marketer, creating blog posts, templates, free tools, and other helpful resources for local food suppliers.