Facebook Insights: A Detailed Guide to Facebook Analytics

Facebook Insights: A Detailed Guide to Facebook Analytics

Facebook Insights: A Detailed Guide to Facebook AnalyticsDo you want to be able to analyze your Facebook Page and understand what is working / not working? Are you frustrated with your lack of reach on Facebook and want to make improvements? Facebook Insights provides you with all the necessary information to find out this information.

This Facebook guide will encourage you to use Insights more, as you will see the value in it!

What is Facebook Insights?

It is a free, analytics tool provided by Facebook to help you understand more about your Facebook Page’s posts and fans.

The type of information you will see is:

  • Which posts are working / not working, which ones are liked, shared and have comments.
  • Is your Fan page count growing? And how quickly?
  • How much of your audience sees your content?

The key to understanding Facebook Analytics is going through this guide but also using it on a regular basis.


How do you Access Facebook Page Insights?

Go to your Facebook Page and select the ‘Insights’ option at the top of the page.

Access Facebook Insights
Insights option is at the top of your page


When you access this tab, you will see that the insights are broken down into five tabs.

Let’s go through each tab and explain what they do.

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Insights Overview

This gives you a high-level overview of the performance of your Page.

The graphs show the following:

Overview Insights
Get a high-level overview of your Page’s performance

Facebook Metrics:

  • Page Likes – Here, you can look at how many Facebook Page likes you have this week, compared to last week.  This is a useful way to keep an eye on any spikes or trends.  If your performance is worse than last week, why is that?
  • Post Reach – This is the number of unique people who have seen your posts over the last week.  These could be fans or friends of fans.  If someone sees your post multiple times, this is only counted as once for the purpose of reach. When you see your reach going up or down, have a look at your content to see why you got more engagement with one post over another. When you see Facebook talking about ‘impressions’, they count one person seeing a piece of content five times as five impressions.  It’s good to look at both stats.
  • Engagement – This shows you if people actually like your content.  Are they liking, commenting, sharing or clicking to see more? Underneath these graphs, you see some additional information:
  • Recent Post Engagement – Analyze your five most recent posts to see which worked best/worst.  If you see a post performing well, you can click on ‘Boost’ to pay for ads.
  • Pages to Watch – You can add your competitors’ Pages to this list to track their performance.  If any competitor performs really well, it’s useful to see why they performed well so you can get ideas for your Page.
  • Suggested Pages to Watch – Facebook Insights will pick out Pages that have a similar audience to you and you can choose whether to add these Pages to the ‘Pages to watch’ section.


Facebook Likes

This is where you can drill down to view your Facebook Page statuses in relation to the fans on your page.

  • Total Page Likes – View the growth or decline of your ‘likes’ over a weekly basis.
  • Net Likes – This shows you the likes that were organic (unpaid) and those that were paid, through Facebook ads. You’ll also see if anyone has ‘unliked’ your Page.  There’s nothing wrong with getting some ‘unlikes’, as long as it’s a very small percentage of your total audience.
  • Where Your Page Likes Happen – The majority of likes will probably happen when people visit your Facebook Page but they could happen in other places.

For example, there is a feature where Facebook will recommend other Pages to like, when someone likes a Page.  Your Page could be in this recommended list, as long as you have this option enabled under Settings -> General -> Similar Page Suggestions:


Facebook Similar Page Suggestsions
Facebook suggests relevant Pages to users


Use this section to analyze when you get most and/or the least likes.  Was it because of a promotion?  Great content, etc?


Facebook Reach Analytics

  • Post Reach – This shows you the number of unique people who see your postings on Facebook over a period of time.  This is split into organic and paid methods.


Facebook Reach
View a daily breakdown of reach by day and by type


If you click on any section of the graph, Facebook Insights will show you details of the posts that day that created the reach displayed. Check out the peaks and the lows. Why did you get those peaks and why were some posts not popular at all?

  • Likes, Comments, and Shares –  View the trends related to likes, comments and shares on posts.  Click on any point in the graph and view the posts related to those trends.
  • Hide, Report as Spam and Unlikes –  Unlikes are ok as long as it’s only a very small percentage of your total fan count.  However, people marking your content as spam is something you really need to watch.   This is not a big issue if it’s only the odd time but, if it’s happening regularly, you may be penalized by Facebook for it.
  • Total Reach –  This shows you your post reach, plus any content that that was posted to your Page and shown to your fans, Page-like ads displayed to people, mentions and checkins. (Remember: reach is the number of unique people that see your content.)


Facebook Visits Analytics

  • Page and Tab Visits – This shows you the number of times your Facebook Page – and any tabs on your page – are visited.  Typically, fans don’t revisit your page once they become a fan.  You are relying on them seeing information in their newsfeed.
  • If you build an application on your Facebook Page (e.g. a competition), very few people will visit it unless you post about it and share a link.
  • External Referrers – This displays the visits to your page that are directed externally from other websites.  They arrive on your Facebook Page from somewhere other than Facebook.com


Facebook Posts Analytics

This is split into three sections:

  • When Your Fans Are Online – This shows you how many of your fans are online at any given time during the day.  In the graph below, most of our fans are on Facebook later in the afternoon, which makes sense as a lot of our fans are based in the US and we’re at least 5 hours ahead of them.


Facebook Insights Fans Online
View when your fans are online


It’s not always best to post when most of your fans are online, because that may also be the most competitive time to get onto their newsfeed. You also may have fans in different parts of the world, so you will need to target them with content at different times.

  • Post Types – View a list of the posts you shared on your Page by type.  You can see which posts worked the best – photos, links or status updates. You should always have a variety of updates on your page, so try to have a good mix.
  • Top Posts From Pages You Watch – This will show you the most popular posts from Pages you track.  It is really useful to see which posts work well for your competitors.

Facebook People Analytics

This is split into the following:

  • Your Fans – This shows you a breakdown of the demographics of your fans – male/female, country, city, language etc.
  • People Reached – This shows you a breakdown by country, city and language, based on the people who have seen your status updates.  Analyze this to see if you are reaching the people you really want to target.
  • People Engaged – View a breakdown of people who have engaged with your content based on country, city and language.


Exporting Data

You can export data on your Facebook Page into .xls (Excel), .csv (comma separated) files for further analysis.

  • Page data – This gives you rows of a daily breakdown, over a period of month, of data such as new likes, unlikes, engagements, total reach etc.
  • Post data – This gives you a daily breakdown of data related to specific posts
  • Video data – A breakdown of daily views, unique views, organic/paid views.

When you export this data, it’s in a format that enables you to produce your own, customized reports.  You could create some Excel macros that automatically take this data and produce professional reports that could be used to present to your managers/customers etc.


Other Useful Resources

Jon Loomer provides a lot of great content on his site about Facebook analytics.



There are many Facebook analytics tools available from other companies, but Facebook Insights should not be ignored.  They have really good insights that are useful to analyze.

Are you checking Facebook Insights?

What do you think?


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