You’ve made it to the final installment of our three-part look at Facebook Insights. We’ve covered a lot, but there’s so much more to learn. Wait, you ask, there’s more? I’ll answer that with a question. Seven to be exact.
Seven questions that can be answered by Facebook Insights.
1. Who are my fans?
Insights gets very specific when it comes to the gender and age of your fans. It’ll not only show you the overall percentage of women to men, but it will show you the age breakdown of both.
Where to find it: Reach tab >> Who you reached (Demographics and location) >> Gender and age
Harness it: Knowing who you’re talking to can will help direct your content.
2. Where do my fans live?
Your page’s likes are broken down by city. You’ll likely find most of your likes are located in your home-base area, but you just might find a few surprises.
Where to find it: Likes tab >> People who like your page (Demographics and location) >> Cities
Harness it: Knowing where you fan base is, you can better target your marketing efforts and even start targeting new areas.
3. Where are my fans coming from?
Insights tracks what non-Facebook urls people come from to visit your page. Are they coming from Google, Yahoo, Bing, etc?
Where to find it: Reach tab >> Visits to your page >> External referrers
Harness it: Knowing where the bulk of your traffic is coming from, you know where to focus your efforts.
4. How are people finding my page?
Did my new likes come to my page to like me or did they find me in their news feed? Are they finding me from Facebook recommendations? From their mobile device? From a search result?
Where to find it: Likes tab >> Where your likes came from >> Like sources
Harness it: Knowing how people found your page can help you understand their online behavior.
5. Am I gaining or losing fans?
Insight tracks and charts, in weekly segments, how many people liked and unliked your page.
Where to find it: Likes tab >> Where your likes came from
Harness it: If you notice any spikes, good or bad, look at the content you posted in that time frame. Watching this area will help you learn what content works and what doesn’t.
6. What content do my fans like best?
There are a number of ways fans can interact with your page, and Insights keeps track of them all, compiling the information in the overview tab. There, you’ll find a list of all the posts you’ve made – whether it be a photo, link or status update – and what reactions it received.
Where to find it: Overview tab >> Page posts >> Engaged users & Talking about this
Harness it: The posts with most interaction should give you some insight into what your fans like.
7. Are my Facebook ads working?
Insights breaks reach down in four ways: Organic, paid, viral and total.
Where to find it: Reach tab >> How you reached people (reach and frequency) >> Reach
Harness it: If you’re reaching more fans by word of mouth and not by paid ads, maybe you should rethink your strategy. And vice versa.
A final thought
We’ve spent three weeks talking about Facebook Insights, but we’ve only scratched the surface. Obviously, it’s not something you’ll master overnight. But really digging in and learning your way around will pay off greatly in the end.
Thanks for reading,