If you want more Facebook Page likes, boost engagement, or drive more traffic to your website, Facebook Insights can show you road signs to your destination. Facebook Insights shows you what’s working and what’s not working with your Facebook marketing.
Facebook breaks down its analytics into five reports that can be viewed directly on your Page:
- The Overview Report: An overview of Page Likes, Post Reach, Engagement, and your 5 most recent updates.
- The Likes Report: A report about Facebook users who Like your Page.
- The Reach Report: A report about the Facebook users who see your Page content (organic and paid reach), how they’ve engaged with your posts, and any negative comments (hides, unlikes, spam reports, etc).
- The Posts Report: A detailed report about your Page posts.
- The People Report: A report about the Facebook users who engage your Facebook Place. This is broken down into People Reached, People
Three most important Facebook Insights reports
Ok, so you are a busy nonprofit marketer who’s responsible for a lot more than your Facebook Page. The last thing you need to be doing is getting bogged down with Facebook Insights data.
So which reports are the absolute most important reports? Obviously it depends on your goals for using Facebook, but there are three reports that all marketers should be analyzing on a regular basis:
1. Page Posts Ranked By Engagement
Want to know what topics resonate with fans? Then look no further than the Posts report.
The Posts report has four sections:
- When Your Fans Are Online: Shows you when your fans are logged into Facebook.
- Posts Type: Shows you how post types (links, photos, text) perform based on reach and engagement.
- Top Posts from Pages You Watch: Shows you the most engaging posts from the Pages you watch.
- All Posts Published: Shows you details about recent posts from your page.
The last section, All Posts Published, allows you to rank your posts by engagement.
To rank your posts click on the Engagement header and select “Likes, Comments, and Shares” (as shown below).
As you can see in the above example, posts are now ranked in descending order, with the most engaging posts at the very top. You can boost these posts, link to them in your email newsletter, and use them to inform future posts on your Page.
2. Positive and Negative Changes in Engagement Over 30 Days
Want to know if tweaks to your content strategy are working? Look no further than the Reach report.
The Reach report has four sections:
- Post Reach: The number of people who saw your posts, broken down by paid and organic reach
- Likes, Comments and Shares: Positive engagement that helps you reach more people
- Hide, Report as Spam and Unlikes: Negative engagement that decreases your reach
- Total Reach: The total number of people who saw content from your Page
The best part of this report is that it allows you to quickly see the impact of changes in your content strategy. You can quickly see performance BEFORE and AFTER your content marketing tweaks.
For example, let’s say you decide to start posting three times a day, instead of just once. At some point you’ll want to know if this works for your audience. To find out, simply change the date slider at the top so that you’re viewing two weeks before and two weeks after you tweaked your strategy (as shown below).
You will quickly see a spike (or dip) in reach, positive engagement, and negative engagement (Hide, Report as Spam, and Unlikes).
3. Target Facebook Ads to People Already Engaged With Your Content
Want to know how to better target Boosted Posts? Check out the “People Engaged” report within Facebook Insights.
Within the People Report, there’s a tab called “People Engaged” (shown below).
This report will show demographics (gender, age, location) of people who engage with your Page posts. If you want to reach more people like them, target their gender, ages, and locations in your Boosted Posts.