If your brand has Business Facebook pageyou’ll want to invest the time to understand your Insights dashboard.
It contains important data that helps you understand how your site is performing and is key to your site’s growth.
Features like weekly insights summaries and competition data on other business pages make Facebook Insights a powerful tool every marketer should leverage.
Let’s dive into what Facebook Insights is, how it is accessed, and how to interpret the metrics it tracks.
What are Facebook insights?
Facebook Insights is an analytics dashboard where you can track user behavior and post performance on your Facebook business page. In addition to providing key metrics like page views and post reach for paid and organic posts, the platform also recommends competitor pages for viewing and tracking. .
Facebook Page Insights vs. Facebook Audience Insights
Despite having a similar name, Facebook Insights and Facebook Audience Insights have completely different functions.
Facebook Insights displays data coming from your business page so you can find out how users are doing on your page, what they’re interacting with, and how your page is relevant to your competitors.
Facebook Audience Insights, on the other hand, is used for advertising campaigns and helps marketers understand your Facebook audience in general (which may also include your page followers).
This platform includes information about the user’s demographics, such as location and relationship status and user behavior, including average ad clicks and comments.
Where are details about Facebook?
To access Facebook Insights, you need a business page. Then follow the steps below:
When you log into Facebook, visit your business page. Then, click “Details”, located on the left sidebar of the page.
You will get to the “Overview” page which has a dashboard with three main categories. The first is your page summary, which shows the key metrics for the past seven days. However, you can also view data from today, yesterday, and the last 28 days.
After scrolling down, you will see details about your most recent posts.
The last section has details from your competitors. In this section, Facebook can suggest pages to watch, but you can also customize which brands’ performance you follow by clicking “Add Page”.
To dig deeper into these metrics, you can click on each of the categories listed on the sidebar to the left of the dashboard.
How to use the Facebook Insights API
The Facebook Insights API, also known as the Ads Insights API, allows you to fetch ad data to track your ad performance. The API is particularly useful because it allows marketers to get the exact data they want to track, no matter how detailed it is.
To fetch data from the API, you must define what data you want to get and generate an access token for that ad so that only your team can access that information. You will then need to specify where to import that data, like Google Sheets or HubSpot adware in Marketing Center.
It allows you to pull your API Insights into the platform and match it with data already in the CRM. This will help you better understand the customer journey and give you a 360-degree view of how your ads are performing.
How to export Facebook insights data
Get started on your dashboard overview. In the top right corner of “Site Summary” you’ll see “Export Data”.
A window will appear. From there, you’ll narrow down the data to export, data range, file format, and layout.
Click “Export Data” and you’re done.
Top Facebook Insights Indicators
Your Facebook Insights dashboard shows the top metrics about your business page. On any given day, you can get a snapshot of your site’s performance and adjust your strategy accordingly. Top metrics include:
- Number of page views – The number of times your page has been viewed by Facebook and by non-Facebook users.
- Page Likes – How many Facebook users like your business page.
- Actions on the page How many actions a user takes on your business page, such as clicking a website link or requesting directions to your store.
- Post access Number of Facebook users who viewed your post.
- Join Posts – How many people like, share, react or comment on your post.
You also have video insights, which can tell you how your video is performing. Key indicators include:
- Minutes watched The total amount of time a user spends watching your video.
- Video views Number of users who watched your video for three seconds or more.
- Audience retention rate How long you maintain the amount of people watching your video in a video.
For tips on interpreting detailed information about your video, go to this part.
How to interpret detailed information about Facebook
Before starting to analyze your data, make sure you know which questions you want answered. This will help you narrow down the key metrics to focus on.
Once you know that, start looking at the data to identify patterns.
For example, let’s say you notice that posts about your doing are shared at a much higher rate than your other assets. Therefore, you may want to double the number of these posts if your goal is to get more engagement.
Analyzing the data is one thing, but the more important thing is what to do next. When you notice trends, record them and conduct experiments to learn more about what your audience wants. 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 “Videos” tab in the left bar and click on that. Then you’ll see your top video metrics, such as top video watch time and performance.
For tips on understanding details about your video, check out the video below. It goes into depth on how to navigate your video’s insight dashboard and what the insights can tell you broken down by performance, loyalty, audience, and retention.
Your Facebook Insights dashboard contains a ton of information about your page and audience performance. If you leverage that data, you can create better content and generate more revenue for your brand.