Facebook analytics is an incredibly effective resource for leveling-up your social media strategy and running successful marketing campaigns.
Because Facebook Insights gives you such an amazing and diverse range of data to tap into, we’re breaking it all down below in an easy-to-follow guide that explains each section of Insights.
Let’s get started!
Table of Contents:
Facebook Analytics: What They Are and How to Access Them
Similar to Instagram, Facebook’s built-in analytics (officially called Facebook Insights) is an extremely powerful tool!
With metrics like Page Views, Likes, Actions on Page, and more, it offers a ton of data-points that you can measure and leverage to improve your posting strategy.
But how is information useful?
While jumping into Facebook analytics may feel overwhelming at first, you might find some great nuggets of info that can inform your content and social strategy!
By tapping into metrics like your Audience Demographic, Post Views and Reach, and your Stories and Video performance, you’ll get an expert understanding of what’s working with your audience.
And more importantly, what’s not resonating with your audience and how to go from there. You’ll also be equipped to track your Page growth over time!
To get to your Facebook Insights page, you’ll want to go to your Facebook Page and find “Insights” in the top navigation bar:
From here, you’ll find deep-dive section tabs on the left-hand side of the page. We’ll take each, in turn, to help you navigate through the complex (but very valuable!) information in your Facebook analytics.
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Facebook Analytics Explained #1: Find Your Page Summary in the Overview Tab
Once you click into the Insights dashboard, you’ll find the Overview section, as marked in the far left navigation column.
Right in step with its name, the Overview section gives you a wealth of information! Here’s how to start navigating:
#1: Page Summary
At the top, you’ll see the Page Summary section showcases a few standout metrics like Page Likes, Post Engagement, and Reach.
If you want to see your metrics across a different timeframe, you can easily adjust this next to Page Summary. Timeline options to adjust to include “Today”, “Yesterday”, “Last 7 Days”, or “Last 28 Days”!
To learn what all the metrics mean, you can toggle over each section’s gray “i” for a short definition!
But, once you check out a metric and see what it means, how can you use it to your advantage?
There are tons of answers to this, depending on the goals you have for your Facebook Page, but here are few key tips:
If you’re focusing on boosting engagement: Check out your Post Engagement metric to assess where there were spikes! For each spike, go back and check out exactly what you posted that day — this will help you clue-in on the content that’s best engaging your audience. Post more of it!
If you’re posting videos that link to other webpages: The Videos metric can instantly show you how successfully you’re driving traffic via views and engagement. Investigate why some videos are getting clicked on more than others, and adjust your posting routine from there!
This is just a starting point, but you can deep dive into all the metrics to find out more about your page performance!
TIP: Use the “Export Data” tool in the upper left to export metrics around your Page, posts, or videos as CSV files or Excel spreadsheets! This is handy if you need to provide your team with reporting.
#2: Your Most Recent Posts
If you keep scrolling down the Overview tab page, you’ll see the next section labeled “Your 5 Most Recent Posts.”
This convenient section provides quick insights on your last 5 posts, whether they were photos published, a status update, or a Facebook Stories post!
You can see the publish date/time, a link to the post, and the type, reach, engagement, and an option to promote.
This section is especially useful in assessing how you’re doing recently! Maybe you just did your first Facebook giveaway and published a handful of promotional posts — this section will tell you what you need to know to improve your next one!
Outside of your 5 most-recent posts, you also have the option to go further back and take a look at all of your posts — just click “See All Posts”:
If you click the link to a post, you’ll find an in-depth performance overview including all reactions, comments, and shares on the original post and any shared instances.
NOTE: Interactions that have been changed or deleted are counted toward the total. For example, when someone changes a reaction from love to like, it counts as two interactions!
#3: Pages to Watch
The last section of the Overview page is the Pages to Watch feature, a crowd favorite! This handy little section compiles a quick shortlist of a few other pages that are similar to your own.
It allows you to track the progress of 5 or more Pages you wish to watch, or save in this section to check up on later. Once you click “Watch Page”, you’ll see how many likes they get so you can keep up!
Here’s a few benefits of using this feature:
You can know how your Facebook Page is performing amongst peers and competitors
It’s a great source if you’re looking for content inspiration
You can use it to get a pulse on what’s trending in your line of business
If you click through on one of the Pages to Watch and scroll down, you’ll find their ranked top posts from the week!
Facebook Analytics Explained #2: Followers Insight
The Followers Insight is the next section of your Facebook Insights! To get to your Followers Insight, click the Followers tab in the far left navigation column.
This section gives you 3 benchmarks: “Total Page Followers as of Today”, “Net Followers”, and “Where Your Page Follows Happen”.
Here’s a quick overview of each:
#1: Total Page Followers
This helps you compare your average performance over time! You can easily view which weeks you gained the most followers and find out why (i.e. see what you published those days or if you cross-promoted your Facebook page across other platforms).
#2: Net Followers
This shows the number of new followers minus the number of unfollows. In the left section under “Benchmark”, you can even select “Unfollows”, “Organic Follow”, or “Paid Followers” to segment and view specific data.
#3: Where Your Page Follows Happen
This shows the number of times your Page was followed, broken down by where it happened! You can segment by “On Your Page”, “Search”, or “Uncategorized Desktop” to check out followers gained from those sources.
If you see that a lot of your follows come from “Search”, it’s a smart idea to boost the SEO of your Facebook page to become even more discoverable!
Your Follower Insights give you access to a wealth of information on your page performance and when people have decided to press that “follow” button.
It’s worth spending some time analyzing all the info in there to build out your content plan if your goal is to grow your followers.
Facebook Analytics Explained #3: Likes Insight
Next up is the Likes section! However, don’t be fooled by its name — this section dives into so much more than your Likes count.
It actually does a great job of showing you growth, averages, and where the Likes came from so you can better target your audience.
First, set the date range at the top and then dive into the 3 different graphs:
#1: Total Page Likes as of Today
This data is neatly displayed to give you a big-picture view of your Page Likes. For example, if you see a bit of a decrease in the graph, make an effort to find out why!
Maybe you stopped posting as much? Take that as a sign to pick up the cadence!
#2: Page Likes
Here, you can break down the “Total Pages Likes as of Today” even more. Use Page Likes to segment and see the number of organic Page likes, paid Page likes, and unlikes!
#3: Where Your Page Likes Happened
Similar to “Where Your Page Follows Happened”, this section shows you the number of times your Page was liked, broken down by where it happened (i.e. Likes from your Page, from search, or from elsewhere).
If you’re seeing a lower number of Likes from your Page, try leveling-up the visual appearance of your Page or sprinkling in call-to-actions across content like, “Be sure to Like our Facebook Page to stay up-to-date on the latest!”.
Facebook Analytics Explained #4: Reach Insight
If you’re looking to give your content longer legs, this is the place to be! Here you’ll find data around Post Reach, Recommendations, Likes, Comments, Shares, and more.
If you’re not too familiar with the term, the simplest way to understand reach is to think about it as the number of people who saw your post at least once.
Reach is a powerful insight to check up on. By keeping tabs on your overall reach, you get a quick-glance understanding of your organic reach over time and if your campaigns are working.
The reach graph here shows how many people saw your post organically, or through search (you can segment!).
You can also see your Facebook Stories Reach metric on your page, which can give you an idea of just how many people have tapped through your Stories posts!
PRO TIP: Set your date range for one week and get your average metric. You can do this with a different week, or a few, and then compare all the averages to get a week-over-week understanding!
If you keep scrolling you’ll see graphs for Recommendations, Likes, Comments, and Shares. These graphs help you understand the actions people took after they saw your post. In other words, these “actions” are factors that helped increase or decrease your overall reach.
These actions, then compiled, equals your engagement!
Facebook, like its counterpart Instagram, runs on algorithms!
Think of it this way: The more engagement your post gets, the more likely Facebook is to place it in front of other users (via the “Sponsored” section if you’re doing paid advertising, your “Explore” page, and other places) to boost its discoverability.
This boost in discoverability = a boost in reach!
If you scroll down, you’ll see a “Hide, Report as Spam, and Unlikes” section next.
Consequently, when a Facebook user takes one of these actions on your post, it tells Facebook to decrease the number of people your post reaches.
These actions are negative, and you want to keep the data here low and as close to zero as you can. If you see a spike in this graph for a specific post, take it as a red flag — check out the post to see why it may be receiving negative feedback, and consider adjusting it!
The last area under the Reach tab is Total Reach.
Total Reach is the number of people who saw any content from your Page or about your Page. This can include your posts, posts to your Page, ads, mentions, check-ins, Stories, and more.
This is a wonderful feature to tap into to understand how your reach has been growing.
PRO TIP: Total reach allows you to view data in table format if you’d prefer. Simply click a data point and a table will pop up!
Facebook Analytics Explained #5: Page Views Insight
The Page Views tab shows you who viewed which sections of your Page.
If you’re familiar with Google Analytics, the Page Views tab is similar! It dives into high-traffic sources, where visitors came from, and what they did after they landed on your Page.
It’s also very telling in terms of demographics, as you can check out traffic demographics like gender, age, and city, to name a few.
The different data sections for Page Views are “Total Views”, “Total People Who Viewed”, and “Top Sources”.
Total Views are the number of times your Page’s profile has been viewed by logged in and logged out people.
You can break your total views down by section to see which area of your Page visitors checked out — like your Homepage, Posts, About page, or Community page.
Total People Who Viewed represents the number of people logged in to Facebook who have viewed your Page’s profile. This is where you get that awesome demographic info!
Toggle between the age and gender, by country, by city, and by device options to get a comprehensive understanding of your visitors’ characteristics:
TIP: If you see a ton of your visitors are checking out your Page’s profile on mobile, perhaps format your Posts to be vertical and mobile-friendly!
Last up is Top Sources. The section gives you the scoop on where your Page visitors are coming from, which is really good to know for cross-promotional purposes! You can also discover where else your Facebook may live or appear on the internet.
The graph for Top Sources shows the top 5 sources that drove people to your Page and when, as marked by date. You’ll see that these sources might be Instagram, Google, or your brand’s website!