Get Tracking: Facebook Insights

August 11, 2011

So you've created a Facebook page for your business and you're steadily posting information and gaining new likes. But how do you know what's working and what's not?

One thing that sets online marketing apart from the rest (and just so happens to be my favourite feature) is trackability. Basically it means that you have access to stats like the number of people who viewed your ad and the number who clicked on it, or the open and click-through rates for your most recent email marketing campaign. We often explain to clients that the "how did you hear about us?" question rarely produces accurate results. People are so bombarded with information these days, that they've often heard about your business a few times before actually seeking you out and chances are they cannot recall the sources. And then along came (drumroll please)... The internet. With the help of some impressive tools, you can figure out which of your online marketing efforts is most successful in just a few clicks.

 

OK, back to Facebook. If you're new to Facebook pages, there's one tool that you really need to start using: Insights. There are a couple different ways to reach your page's insights. One is to go to www.facebook.com/insights. There you'll see a list of the pages you admin and links to each of their stats. Another is to follow the Insights link on your Facebook page (must be logged in as an admin for the page). And lastly, you can also access them from the back end of your page by clicking Edit Page, and then Insights.

When you get to your Insights, the main view gives you a bit of an overview for both users and interactions and then each category also has its own dedicated page with further details.

 

5 Things To Watch in Facebook Insights

As a beginner, all of these stats can be a bit overwhelming but they can also be quite empowering. So as you're starting out, pay close attention to these five metrics and how they can help you improve your Facebook presence:


1. Post Feedback

Under Interactions, post feedback gives you a list of the posts you've made along with the date posted, the number of impressions (number of times it appeared on someone's screen, so a potential "view"), and the feedback rate, and you can sort this table by any of these fields. Sorting it by feedback rate (high to low and vice versa) gives you an idea of your most popular posts and your least popular posts. This will help you get an idea of the most effective topics, posting style (tone, media, etc.), and times/days for your page.

2. Demographics

Hopefully you already have at least a rough idea of your demographics, but it's a good idea to keep an eye on your page demographics too as they often can differ slightly. The information Facebook gives you (age, gender, location, language) can help you shape your posts to suit your specific Facebook audience.

3. Unlikes & Unsubscribes

 People can opt out of your updates in two ways, both of which are shown in your Facebook Insights. The first is by unliking the page altogether (find this stat under Users>New Likes), which means that they will be removed from the total likes on your page, your page name will no longer appear on the info tab of their profile, they will not receive any updates (like messages) from the page, and they will not see any of your posts unless they visit the page directly. The other way is by hiding your page's content in their news feeds (find this info under Interactions>Daily Story Feedback). If someone doesn't like a post you make, they can simply choose to hide that particular post or even hide all posts made by your page, ensuring that they'll never have to see them again. Neat feature, yes, but one that you have to keep in mind at all times. Be on the look out for both unlikes and unsubscribes and try to see if you can figure out what caused them. Did you post too many times that day? Are all your posts advertisements for your company? Did you post something particularly dry or dull?

4. Page Views

Find this stat under Users>Activity>Page Views. Here you can see how many unique page views there have been (individual people) and total page views (total times the page was viewed). This is helpful in determining which days are most effective for posting. So if you've received the highest number of page views on Thursdays, you know that this is your "prime time" for Facebook.

Also under this category, you can see which tabs are most popular (Total Tab Views) and where some of your Facebook page traffic came from (External Referrers). External referrers could be your website, email campaigns, etc.

5. Active Users

According to Facebook, active users are "People are considered active users if they have engaged with, viewed, or consumed content generated by your application or Facebook Page." Your number of monthly active users is a great measurement for growth and you should hopefully see an increase here over time. If not, then go back to numbers 1-4 and rethink your posts!

 

Need help understanding other features on your Facebook page? Better Mousetrap works with business owners in Courtenay, Comox, Nanaimo, Victoria, and the Lower Mainland to find new and different ways to reach their target markets including social networking.

 

 

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