How To Use Facebook Analytics: Beginner’s Guide 2020

How To Use Facebook Analytics

The unique bond between a customer and a business is exceptionally fragile and needs to be catered for. Ever since the revolutionization of cyberspace, social media websites like Facebook, Instagram, Twitter, etc. have become one of the most efficient ways to freely interact with an audience on a daily basis.

However, several businesses have felt that due to high saturation online, their competition has increased and hence even their former loyal customers have started turning against them. Hence, understanding your audience, their social habits, and their preferences is a key factor in running a successful online business.

One of the best ways of keeping a track of your post and audience is through an analytics tool that gives you detailed insights about your page like what content resonates best with your audience when they are active, the most liked the post and so much more!

Most businesses are based on Facebook as the website is a host to over 2.6 active users. However, the level of competition among businesses has relatively risen within the past few years and several businesses have ceased trading because of it. Rising above the crowd and actually making your online presence stand out is a tedious task that can be achieved by knowing your audience and page analytics.

So, if your business is based on Facebook, you get access to its free, built-in an analytics tool that unburdens you and helps you reinvent your page in accordance with your audience as well as grow your online presence. Knowing your audience’s preferences

What Is Facebook Analytics?

facebook analytics

Facebook has created a user-friendly dashboard that measures and stores all your page related analytics. This platform is known as Facebook Insights and is a relatively powerful built-in tool that tracks your page’s user interactions and content’s performance over time. Setting up this tool is extremely simple as all you need is a business account on Facebook and click “insights”.

The tool gives your insight into your page using numerous data-points available like growth metrics, engagement metrics, ad center, audience metrics, and much more! The tool gives you access to 10 detailed key tabs i.e. Overview, Likes, Reach, Page Views, Actions on Page, Posts, Events, Videos, People, and Messages.

Facebook Analytics is divided into two overlapping yet distinct tools i.e. Page Insights and Audience Insights. While Facebook Page Insights gives you a detailed insight into how people are interacting with your content and how you can improve your results over time, Facebook Audience Insights gives you a detailed insight into how you can target ads better and create more relevant content that would resonate with your audience better.

11 Facebook Analytics To Follow

Facebook offers several different metrics to track and measure the performance of your Page. However, there are 10 main tabs with several cascading sub-tabs that give you all the information you need to analyze your online business marketing. We will walk you through all of them and give you relevant tips to further optimize them.

  • Overview

facebook overview

The Overview tab basically shows you the basic summary of your page with the help of four key metrics i.e. growth metrics, engagement metrics, monetization metrics, and people metrics. These are far less complicated than they seem and are rather efficient to optimize your Facebook page. The four key metrics have the following features:

  • Engagement metrics 

This metric consists of a detailed analysis of your top Facebook and Instagram posts and insights about Active Users by the hours. Your top posts are segregated by “most shares”, “most purchase revenues”, “most app launches” and “most comments”.

  • Growth metrics 

The metric consists of blocks and graphs that show active users in the last 24 hours, user activity, Cross-channel user acquisition, and channel breakdown. As the name suggests, user activities show how many users have interacted with in a day, week, or month.

Cross channel user acquisition shows the difference between the amount of activity on two events like the Facebook page and an app. Finally, the channel breakdown shows the number of unique users interacting with your business per channel.

  • People metrics 

This tab shows the audience segregated by demographics like age, gender, and location. The location demographic shows the five countries with the greatest number of users interacting with your business. It also presents information through unique graphs.

  • Monetization metrics 

This shows tabs like App launch to purchase on a computer that shows the number of app launches and the number of purchases that were made on a desktop; Lifetime value for paying users that shows data for the cumulative purchase value for that cohort after that number of weeks; Revenue shows the revenue logged each day; and Purchases

  • Likes

The likes tab shows insights regarding where likes come from on your page i.e. rather than monotonously presenting data about the likes you got on your post, it gives information about the source of your likes, average likes, and your overall growth. The tab shows graphs related to three metrics i.e. “Total Page Likes as of Today”, “Net Likes”, “Where Your Page Likes Happened”. The feature gathers information about your likes or unlikes, paid or organic promotions and subsequently derived data.

  • Reach

The reach tab gives you detailed graphs with information and data about the reach of your Facebook Page and posts. Additionally, the page also tells you about the factors that facilitated the increase or decrease your reach.

The tab cumulates insights like “Post Reach”, “Reactions, Comments, and Share”, “Reactions”, “Hide, Report as Spam, and Unlikes” and finally the “Total Reach”. Reaction, comments, or shares is considered a boost in engagement while spam, hide, or report is a negative feedback that decreases your engagements.

  • Page Views

As the name suggests, the page views collect and present information in the form of graphs about your page views, who viewed what content, and the highest traffic sources. The tab has sub-sections that give you information like “Total Views”, “Total People Who Viewed”, and “Top Sources”. The first two subsections are self-explanatory but “top source” refers to the top five traffic sources that have directed people to your Page like google or LinkedIn.

  • Actions on Page

An easier way of understanding your audience’s activities is through the Actions on the Page tab. The metric calculates clicks on action keys available on Facebook like “Action Button”, “Get Directions” And “Phone Number”. Another graph shows “Total Actions on Page”.

  • Posts

All information about the performance of your posts, regarding their reach and engagement, can be obtained easily from the posts tab. Additionally, the tab allows you to boost your posts directly. The tab presents information like “When Your Fans Are Online”, “Post Types”, “Top Posts from Pages You Watch” and “All Posts Published”.

One unique and intriguing feature about this is “Top Posts from Pages You Watch” as this shows you the top posts of the week from each of the Pages selected by you as a competition and also tell you the engagement it received.

  • Events

Want to keep a track of your event pages and make sure that they are successful? The event tabs will help you organize events on Facebook more efficiently as it provides you with data about the number of people who saw your event or the number who responded and the demographics of your audience. Additionally, it gives you information about what is working or not working with your event promotion.

  • Videos

Like the posts tab, the Videos tab gives you data-driven information about how well your videos are performing on your Page. the tab gives you detailed information about the video views and they are broken into subsections i.e. “Organic vs Paid”, “Unique vs Repeat”, “Auto-Played vs Clicked-to-Play”.

Further, the video views are classified by “Video Views”, “10-Second Views”, and “Top Videos”. The difference between video views and 10-second views is that a video view is considered 3 seconds or more and a 10-Second View is when your videos were viewed for 10 seconds or more.

  •  People

To understand your fans better, you need to know the basic demographics of them. The people tab gives a summary about who saw, liked or engaged with your Facebook page and posts. The insights of this tab differentiate your audience by demographics like gender, age group, location, and language.

The tab also differentiates between “Your Fans”,” People Reached” and “People Engaged”. The basic difference is that your fans liked your page, people reached are those who saw your page in the last 28 days and people engaged are the people who liked, commented or shared any of your posts.

  •  Messages

All the metrics related to messages received by your page or the conversations you’ve had with people on Messenger. The messages tab gives an overview of the Total number of conversations, Your Responsiveness, Deleted Conversations, Marked as Spam and Blocked Conversations.

  • Competitor’s Performance

Facebook understands how important it is to beat your competition by having a high engagement and reach but it isn’t as simple as it sounds. You need to keep an eye on your competition’s content but what’s better than comparing its insights with yours. All you need to do is manually add the Facebook pages of brands and media outlets that are your competition and then freely compare your insights to get a better and a more realistic view of their content and audiences.


Conclusion

Facebook insights is a rather powerful tool that is used by almost every business account to track the performance of their posts and audiences. With insights, brands not only create better content that would resonate with their audiences better but also get an overview of their marketing strategies and understand what tactics are more beneficial for your brand.

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