In internet marketing, you need to measure the effectiveness of each action. Otherwise, you run the risk of wasting resources. This applies not only to your site, but also to pages in social networks, in our case on Facebook. Facebook page statistics are easily tracked using a special built-in service - Facebook Insights. In this article we will tell you how to work with Facebook Insights, take a closer look at each metric, and also teach you how to work effectively with the data.
Facebook Insights Web Interface
Contains all the necessary information in an accessible and understandable form. The statistics are broken down into six tabs: overview, likes, coverage, visits, publications, and users. Let's sort them in order.
Here is a general information on the page. They are presented in the form of three tabs: Like marks, Publication coverage, and Engagement.
Above shows the total number of marks "Like", as well as an increase (green triangle) / decrease (red triangle), their number in percent compared with the previous week. Below, below the line, the number of new likes is shown, the percentage of increase / decrease in their number. Below is a graph that visually shows the number of new marks in the current and previous weeks.
2. Publication coverage
The table is similar in structure to the past. Upstairs is a quantitative measure of overall coverage and a percentage increase compared with the previous week. Below - the same indicators for the coverage of the publication and the graph of the growth indicator in the current and previous weeks.
The number of users involved, the increase compared with the previous week, as well as graphs of the number of likes, comments, reposts and clicks on the publication. Below is a list of publications. By the way, if you click on the tables, then you will go to the corresponding tabs, where you will get more accurate information on the data.
See also: Full step-by-step guide on Facebook page promotion
The data on this tab will help answer 4 questions:
- How fast do you type like on your page?
- What is the ratio of organic like (received without investing in advertising) and paid (obtained through the use of Facebook Ads and Sponsored Story).
- How does the number of “Dislike” marks correlate with organic and paid likes?
- Where do you most like to mark your Page (on your page or on suggested ones)?
The total number of marks "Like" Pages to date shows the number of all subscriptions to a page since its inception. From above, you can specify a time period to view the number of subscriptions on a specific day / time period as a graph. You can set the time interval either manually, specifying dates, or dragging the slider within a week / month / quarter. The same actions will be valid for all graphs in Facebook Insights, which will be discussed further.
Net Likes show the number of subscriptions, including those who unsubscribed (users who put a mark "Dislike"). On the chart they are shown below in red. You can get individual graphs of “Like” marks and “Not like” clicks by selecting the corresponding items to the right of the chart. In addition, here you can see the number of organic and paid grades.
Where were your page's “Like” marks? indicates the number of likes according to the source.
See also: 7 effective ways to increase the number of likes on Facebook
Here you can find out data about the reach of your page and get answers to the following questions:
- How does your organic and paid coverage compare?
- How did your actions or inaction affect engagement?
- How did your actions or inaction affect the number of spam marks, complaints and conceals?
Publication Coverage Shows the number of users your publication has been shown to. You can see both organic and paid coverage.
Likes, comments and reprints, as the graphs from the last paragraph, show the number of marks, only in conjunction with the number of comments and reposts. All of these actions help increase coverage.
Hiding, complaining about spamming or canceling the Like mark shows actions that reduce audience reach. In addition to the number of complaints about spam and the “Do not like” marks, you can also see the number of concealments of one publication and the number of conceals of all publications.
Total coverage - the number of people who have been shown any action from your page, including publications, other people's publications, advertisements, mentions and visits. Again, you can see both organic and paid coverage.
Everything is simple here - the number of views of each individual tab of the page in the chart.
See also: How to use advertising on Facebook
The main question that can be answered here is "Which of your publications are most effective?" Above we see two tabs - "when fans are online" and "types of publications."
When fans are online - a schedule by which you can identify the most effective time of publication. The breakdown is on days of the week, and on time during the day.
Types of publications It is a table that displays data on the most effective types of publications (video, link, and so on). The first column shows the type of publication, the second - the average coverage, the third - the average involvement (clicks on the publication and mark like, comments and repost).
Right above the table on the left, we can choose whether to show data for all publications, or to exclude target ones - publications intended for a specific target audience. You specify the parameters for limiting the target publication when creating it. This may be gender / age, location / language. Read more about this here.
All posted publications - the following table at this point. In the table legend there are custom indicators. For example, in the coverage column, you can display either total coverage, or organic / paid coverage, or fan / non-fan coverage. There are 4 options available for the engagement column: 1) clicks on the publication, likes, comments and reposts; 2) likes, comments and reposts; 3) concealment of publications, complaints about spam, “Dislike” marks; 4) the number of actions (the number of users who committed an action with your publication). Below is the table itself with a list of all publications and data for each separately.
Three tabs are available in this section: your fans, reach and users involved.
Your fans - reflects information about users who like your page. The first graph shows the gender and age of users. Age data for both sexes are displayed separately. Below are three tables that provide information about users by geography (country / city) and language.
Coverage - the structure is absolutely identical to the tab "Your Fans", only here information on the covered audience is presented - the users who were shown the publication in the last 28 days.
Users involved - the same structure, only with the indication of the users involved (having committed any interaction with your page) within the last 28 days.
Finally, the web-interface
The main advantage of the main screen of Facebook Insights - visibility and information. Here you will get all the necessary information on a page on Facebook: visitor statistics, coverage, involvement and so on. Based on the data obtained, you can analyze your content management strategy and make the necessary changes. Revealed the time at which the greatest number of your fans are online? Fine - rebuild the publication schedule for this time. Paid coverage gives the expected results and also has a positive effect on organic coverage? Promote the page more actively. Facebook Insights can be a useful tool for your business. The only noticeable minus of the web-interface is the inability to see the statistics for a long period of time, but here the exported tables with data come to the rescue, which can be found below.
See also: How to use Facebook social search in marketing
Export data from Facebook Insights
The Facebook Insights interface is extremely convenient and informative, but in it you get statistics only for a short time period. Exporting data to a table allows you to get the same data for a much larger interval. The limit is 180 days. How to use it? Read on.
1. Export statistics
Go to Facebook Insights and on the right you will see the export button.
Clicking it opens a window in which you can select the export options. Analyze the data Pages - in the "Data Type", select "Page Data". Specify the required time period, select the format (in our case, it is .xls - Microsoft Excel table) and click "Export data". If an error occurs or nothing happens, then you most likely have exceeded the 180-day date range. Check and try again.
The loading of the table will begin. The table will be downloaded to the folder that is set in your browser settings.
2. Analyze the statistics obtained
The first sheet will open the key indicators, but if you scroll through the list of sheets, you will see that there are a lot of them. In them in the form of a table information is collected on the same metrics that were described in the first part of the article. The first column on each sheet (except the "Key indicators" sheet - on it descriptions are indicated for each column of the sheet) contains a description of the data provided. Take a look at the sheets you need and determine the most important data for you.
Below is an example of a sheet indicating the number of people who visited your page, ordered by the number of views of any materials about your page.
3. Customize the table for yourself
The table is quite voluminous, so its main advantage is not in the availability of information, but in the fact that you are free to customize the table based on your own needs. Add your own columns, use formulas to calculate the required data. Below is an example of adding columns with the total number of users for 28 days who clicked on any of your materials.
Leave additional comments to the data. If we are talking about a table with data on publications, then we can, for example, indicate the direction of the publication (whether it was an informational / entertainment / experimental publication).
4. Sort information
In the upper right corner of Microsoft Excel there is a "Sort and Filter" button. Click on it and select "Custom Sort". Here you can sort the information but the necessary criteria. For example, by the number of likes, to see which publications were most popular.
See also: 42 tips on holding contests on Facebook
Finally, about exporting data
Exporting data from Facebook Insights makes it possible to combine the information content of the service with the convenience of Microsoft Excel spreadsheets. Of course, you can get all the necessary information from the main interface of Facebook Insights, but there are two big advantages in data export - data export for a large time period and full customizability of tables. You can customize and change tables as you like, according to your requests and needs. Some ideas for customization were given above. Mastered data export? Feel free to consider yourself a Facebook Insights specialist. Good luck!