A Small Business Owner’s Guide to Facebook Insights

small business facebook insights

Facebook Insights is a powerful tool for small businesses who want to track user interaction on their Facebook pages. This dashboard can be seen by all the admins of your page, and it can help you track all critical Facebook metrics to better understand page performance.

By using Facebook Insights, you’ll be able to gain key insights into your audience’s behavior that will help you make data-driven decisions about your Facebook activity— ranging from the best time of day to post to the types of content to promote. Facebook Insights is constantly updating to reflect your page’s development, showing patterns as they form in real time. Because of this, it’s important to regularly check the dashboard to make sure that your strategy is aligned. 

Whether you routinely check your Facebook dashboard or you are new to the world of social analytics, these steps will help you gain a better understanding of the wide range of capabilities that Facebook has to offer.

How to Access Facebook Insights

To access Facebook Insights, log in to your Facebook page and click the gear in the header. Select “View Insights,” which will take you to the Facebook Insights Overview. Here, you will see the main insights dashboard, which provides you with a snapshot of the past week of your Facebook page’s performance.

The overview is broken down into three areas, which Facebook defines as the following:

  1. Page Likes: Total number of new likes for your page
  2. Post Reach: Total number of Unique People who were shown your page and your posts
  3. Engagement: Total number of Unique People who engaged with your page as well as different engagement types

How to Measure Facebook Likes

To take a deeper dive into Facebook metrics, you can go to the “likes” section. This section can be particularly valuable if you are hoping to build brand awareness. It will help you understand whether you’re reaching and connecting with the people who matter to your business. This section provides more than the data from the overview and provides the following core metrics:

  1. Page Likes: The total page likes for each day over a 28-day period.
  2. Net Likes: The number of new likes minus the number of unlikes.
  3. Where Your Page Likes Happened: The number of times your page was liked, broken down by where it happened.

While this section shows only 7 days by default, Facebook gives you the ability to select longer period of times by using the chart at the top of the page. You can also compare data over time by clicking metrics in the benchmark box on the right-hand side of the likes section.

How to Evaluate Your Reach

Facebook Analytics also provides you with data to understand how you are reaching your audience. In this section, you can understand:

  1. Post Reach: The number of people who saw your post. This section shows both paid and organic posts.
  2. Likes, Comments and Shares: This shows the positive engagement of your audience, which in turn helps you reach more people.
  3. Total Reach: The number of people who saw any activity from your page, including comments, posts and shares.

In this section, you can also filter by time period to see which posts were seen during certain time periods. This helps you understand the performance trends of specific content.

Analyze Your Posts

Under the posts tab, you will see the time that your fans are online and when people like your page, the success of different post types based on average reach and engagement, and the top performing posts from the pages that you follow.

With these insights, you can schedule your posts during the time that your followers are most often online. You can also post the type of content with which your audience engages most frequently.

Understand Your Audience

When you navigate to the People tab, you can view metrics that help you better understand your audience. In this section, you can see detailed demographic information on your fans, including their gender, age, language, and location. You can also view this type of demographic information on the specific people you reached, who may not necessarily follow your page.

Even better, you can see a breakdown of the types of people who engaged with your posts in the past month time period. With this information, you can tailor your posts to resonate with this audience.  

As you can see, Facebook Insights is a powerful and useful tool that gives you the data necessary to continuously improve your overall social strategy. It is extremely user friendly and made for users of all backgrounds and levels of experience.

We hope that this post gave you the information necessary to:

  1. Navigate the Facebook dashboard to find the most useful information for your social media goals
  2. Better understand your audience and their activities
  3. Have the data necessary to optimize your Facebook tactics and ultimately improve your bottom line 


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