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Breaking Down Facebook Analytics

Modern Marketing

December 14, 2020

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Facebook is so much more than just a platform to kill time on your lunch break. It’s actually the #1 platform people go to for pre-purchase research, making it an extremely powerful tool for businesses.

As a strategically-minded modern business, we can use page insights to obtain valuable information that can help guide our social marketing efforts. Insights can show us what’s working and what isn’t, based on impressions and overall engagement. You can track, measure and analyze page data that can provide detailed reports to gauge progress month over month.

The data collected by Facebook is significant. You can track user insights like age, gender, job title, behaviours and where they are located. Using this tool to analyze where users come from (organic vs. paid), how long they stay and what other content they engage with will help you further understand your core customer and ultimately what they want.

Now that you know everything you can find, lets dive a bit deeper into the insights page itself!

Three Main Sections

To access the page, go to your Facebook page and click insights in the top menu, if that isn’t there click more and it will show up. This will lead you to the overview page, which gives you a look at everything happening with your page. You can view data from up to 28 days. The page is broken down into three sections, page summary, your 5 most recent posts and pages to watch. Page summary shows you sets of graphs with quality metrics for a variety of categories. Your 5 most recent posts provide you with reach and engagement numbers on your latest posts. This section allows you to boost your best performing posts. Pages to watch allows you to manually add in pages you want to compare to your own. You can take one of your competitors pages to see how you measure up.

Posts

This section provides you with loads of important information about your posts and the activity that is happening on your page. It is separated into three tabs, when your fans are online, post types and top posts from pages to watch. When your fans are online tab speaks for itself, the graph shows when your following is online, which is averaged out for the time period you choose. You have access to direct audience numbers for each hour of the day. Post types show you how well posts perform with your audience based on reach and engagement. Pages to watch gives you information about the pages you’ve chosen to track in addition to your own, meaning your competitors. You only get access to engagement numbers, not reach, but it is still useful information to see what is working for your competitors. 

Reach vs Impressions

Reach and impressions may seem the same, but they are different. Reach tells you how many unique people have seen your post. Whereas impressions tell you how many eyeballs have seen your post, so this would include anyone who has seen the post more than once. Impressions are usually higher because we tend to see ads on social media more than once. If I saw an ad on social media for Social School Calgary five times, my reach would be one and my impression would be five.

How to get the most out of your Facebook Analytics

  • Constantly check in

    • This is not a one-time activity!

    • Your analytics are constantly updating, so it is crucial to watch for patterns developing.

  • Stick with what’s working

    • Pay attention to content that is performing well and create more posts like these.

  • Rethink your target audience

    • Who are the people engaging with your content?

    • Be willing to make changes, you may be surprised by who is viewing your page and ads.

  • Timing matters

    • Schedule your posts at the best time, think about the timing insights Facebook is providing you with.

  • Optimize your page to reach your goals

    • Think hard about what you want people to do on your page.

    • Use these insights to see what actions are possible and what people are engaging with the most.

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