Facebook Insights: A Beginner’s Guide [+ Step-by-Step Instructions]

if your brand business facebook page, you’ll want to take the time to understand your Facebook Insights dashboard. It holds important data that helps you understand how your page is performing and is important for enhancing it.

Features like weekly insight summaries and competitive data on other business pages make Facebook Insights a powerful tool that every marketer should take advantage of.

Let’s learn what Facebook Insights is, how to access it, and explain the metrics it tracks.

What is Facebook Insights?

Facebook Page Insights vs Facebook Audience Insights

Where is Facebook Insights?

How to use Facebook Insights API

How to export Facebook Insights data

Top Facebook Insights Metrics

How to interpret Facebook Insights

Facebook Page Insights vs Facebook Audience Insights

Despite having similar names, the functions of Facebook Insights and Facebook Audience Insights are completely different.

Facebook Insights visualizes the data coming from your business Page so you can see how users are engaging with your Page, what content they’re engaging with, and how your Page compares to competitors.

Facebook Audience Insights, on the other hand, is used for advertising campaigns and helps marketers understand the Facebook audience in general (which can also include those who follow your Page).

Screenshot of the Facebook Audience Insights feature;  facebook insightsThe Platform includes user demographic information, such as location and relationship status, as well as user behavior, including average ad clicks and comments.

Where is Facebook Insights?

To access Facebook Insights, you must have a business Page. Then, follow the steps given below:

1. Log in to Facebook and go to your feed. From your feed, click “Pages” in the left menu.

Screen shot of the left menu with the page tab circled in red;  facebook insights

2. Go to your page.

Screenshot of the left menu on the business page;  facebook insights3. Click on “Insight”.

Screenshot of the Business page menu with Insights circled in red;  facebook insights

You can track various metrics from there, such as engagement, watch time, net followers, audience demographics, reach, and more! Keep reading to learn the top Facebook Insights metrics you should or Click here. 

GIF of the Facebook Insights tab

How to use Facebook Page Insights API

The Facebook Page Insights API lets you fetch ad data to track your performance.

The API is particularly useful because it allows marketers to pull in the exact data they want to track, no matter how granular.

To get data from the API, you need to determine what data you want to get and create an access token for that ad, so that only your team can access that information.

You would then need to determine where to import that data, eg google sheets Or HubSpot’s Advertising Software Within Marketing Hub.

This allows you to pull your Insights API into the platform and match it with the data you already have in CRM. This will provide a better understanding of the customer journey and give you a 360-degree view of how your ads are performing.

How to export Facebook Insights data

1. Go to your feed and click “Pages” in the left menu as you did before. Then go to your page.

Screenshot of the business page menu;  facebook insights

2. Click on Meta Business Suite.

Screenshot of the business page with the Meta Business Suite tab circled in red;  facebook insights3. Then click on “Insights” in the left menu.

Screenshot of the Meta Business Suite menu with Insights in red circle;  facebook insights

4. From there you will see different tabs that allow you to export different information depending on your preferences.

Screenshot of exportable Facebook Insights metrics

Top Facebook Insights Metrics

Your Facebook Insights dashboard displays top metrics about your business Page. On any given day, you can get a snapshot of your page’s performance and adjust your strategy accordingly. Top metrics include:

  • reach – The number of users on Facebook who have viewed your content.
  • Engagement – How many people have liked, shared, reacted to, or commented on your content.
  • pure follower
  • 3 second video viewed – The number of times a video was played for at least 3 seconds.
  • 1 min video watched – The number of times a video was played for at least one minute.
  • page views – The number of times your page has been viewed by Facebook and non-Facebook users.
  • page like – The number of Facebook users who have liked your business page.
  • actions on page – How many actions users take on your business page, such as clicking a website link or asking for directions to your store.

For tips on interpreting your Video Insights, go here this section,

How to interpret Facebook Insights

Before you start analyzing your data, make sure you know what questions you want answered. This will help you determine which key metrics to focus on.

Once you know this, start looking at the data to identify patterns.

For example, let’s say you notice that your how-to posts are shared at a much higher rate than your other content. This may indicate that this type of content resonates more with your audience and adds value to them and their community.

Thus, if your goal is to get high engagement, you may want to double up on these posts.

Analyzing data is one thing, but what’s more important is what you do next. As you spot trends, pay attention to them and experiment to learn more about what your audience needs.

This will help you learn more about your audience and develop content that meets their needs.

If your team wants to focus on video insights, scroll down to the “Video” tab on the left sidebar and click on it. Once there, you’ll see your top video metrics, such as watch time and top video performers.

For tips on understanding your video insights, watch the video below. It explains how to navigate your Video Insights dashboard and break down your insights by Performance, Loyalty, Audience, and Retention.

Your Facebook Insights dashboard holds tons of information about your Page’s performance and your audience. If you leverage that data, you can create better content and generate more revenue for your brand.

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