Understanding how your Facebook Page is performing is a crucial part of your Facebook marketing. This will allow you to better understand your audience and make adjustments to your marketing strategy so that you can use Facebook to your advantage.
Facebook Insights will help you analyze your Page performance.
This is an overlook of Facebook individual Posts Metrics. You can find this data by going in your Facebook Page Admin Panel and under the insights box, click “See All”.
Your Page post count as having reached someone when it is shown in people’s News Feed for the first 28 days after a post is published. Keep in mind that this doesn’t mean that those people actually saw or read your post but it simply appeared in their News Feed.
People may see your posts from these different channels:
- Organic reach: The number of unique people who had your post show in their News Feed, ticker or directly on your Page.
- Paid reach: The number of unique people who saw your post from ads.
- Viral reach: The number of unique people who saw your post from a story generated by a friend. These stories can include liking, commenting or sharing your post, answering a question or responding to an event.
Here are some ideas to increase your Page Reach:
- Post useful and interesting content people will want to share. Try to think of what value added information you can provide in each post.
- Avoid constant self-promotion and irrelevant content.
- Optimizing the performance of your posts will increase your Page’s total reach.
- Use promoted posts and Facebook Offers.
- Use text only status updates. Although pictures were performing better in the past, Facebook’s algorithm now seems to favor text only updates. Keep in mind that Facebook can change its algorithm anytime so keep an eye on the numbers.
- Post at the right time when your followers are most likely to be on Facebook. This can be different for every Page depending on your target market. You can create a spreadsheet with the time of your posts, the reach, engagement rate and test which time works best for your Page.
- Avoid using third party apps such as Hootsuite to post to your Page. It is believed that using third party apps to post to Pages doesn’t get as much reach as posting directly from Facebook. If you’re looking to schedule your posts, it is best to use Facebook’s own post scheduler.
- Be consistent. Posting at least once per day including weekends is a good idea but keep in mind that frequency depends on your audience.
- Getting more people to talk about your Page and posts allows you to reach more people and increase your edgerank.
Note: Increased reach doesn’t necessarily mean increased engagement.
Engaged Users is the number of people who have clicked anywhere on your post. This includes:
- Video plays: The number of times the play button of your video was clicked on.
- Photo views: The number of times your photo was viewed in its full size.
- Link clicks: The number of time the link included in your post was clicked on.
- Other clicks: The number of clicks on your post that are not counted in other metrics. These clicks can include clicks on people’s names in comments, clicks on the like count, clicks on the time stamp, etc.
- Shares: The number of times your post was shared.
- Negative feedback: The number of times users hid or reported one of your posts as spam. You can find out more about the type of negative feedback you received when downloading the Page Level Data report.
Don’t forget that Facebook has a large percentage of passive users. Some people will only look and read your posts but won’t necessarily like, comment or share. This doesn’t mean that they don’t find your content interesting. The Engaged Users metric is definitely an important number that you should watch.
People Talking About This (PTAT)
This is the number of people who have taken action on your Page post. This may include:
- Sharing, liking or commenting on your post
- Answering a question
- Responding to an event
- Claiming an offer
When users share a page’s post, any subsequent Likes, comments, or re-shares will be counted in a page’s People Talking About This.
Note: When people like specific comments on a post, it doesn’t count toward this total since the action does not generate a News Feed story.
Here are some ideas to increase your PTAT:
- Ask questions
- Post interesting images. Pictures usually get more interactions than other type of posts
- Add a call to action at the end of your posts such as Like, share or comment
- Run contests and promotions
- Conduct surveys
- Use short status updates. Posts under 80 characters has an average of 27% higher engagement rate than posts with over 80 characters (Buddy Media)
- Post on weekends. The interaction rate for posts on weekends is 14.5% higher compared to weekday posts (Buddy Media)
- Play the “caption this” and “fill in the blank game” (in moderation). According to Buddy Media, “caption this” posts increase the overall interaction rate by more than 100%
Virality is the number of people who have created a story from your post as a percentage of the number of people who have seen it. A story is created when your fans interact with your posts (see PTAT).
People Talking about This divided by Reach times 100 = Virality Percentage
Posts virality can help you see at a glance which type of content gets the most engagement.
According to EdgeRank Checker, the median Virality rate for Facebook Pages is 1.92%.
Under “Export Insights Data”, you will be able to export to Excel more complete reports with additional metrics for your Page. You can choose either Page level data or Page post level data and select any date range, with a maximum of 500 posts at a time.
Here’s a video tutorial from Hubspot on how to analyse Facebook Insights reports.
One of your main goal as a Page owner should be to publish content that will reach a large audience and that your audience will engage and share your content with their friends so that you have greater visibility. Facebook Insights allows you to measure your Facebook marketing efforts. Also, since Facebook is constantly changing, it’s important to keep an eye on your numbers and adjust accordingly.
Do you find Facebook Insights overwhelming?