Everything you need to know about Facebook Insights in a 2-page briefing.

1. Facebook Insights is an extremely rich data source for you to understand and improve
your marketing efforts. By making effective use of Insights data, you can understand what
content is most visible, what content gets shared, where your new fans are coming from, and
much, much more. Before you start digging into the data, remember that the goal is to be
good at business because of Facebook, not simply good at Facebook.
Access the full webinar and slides at ar.gy/facebookinsights101.
Facebook Metrics Visualized
Facebook Insights metrics work
differently and have a different
nomenclature than standard web
analytics metrics. This diagram
illustrates the life cycle of
Facebook marketing.
To begin making sense of this, start
at 12 o’clock (at Fans) and progress
clockwise. The green quadrant
provides insight into your social
connections. The blue quadrant
shows how your connections
translate into engagement.
Orange shows how engagement
transitions to virality, and red
shows how virality translates into
new fans.
Source: PageLever

2. Insights Cheat Sheet
There are so many new metrics included in Facebook Engaged Users # of users who interacted with your
Insights. Here’s a quick rundown on what’s what. content (click, like, share, comment)
People Talking # of users who create a “story” about
Fans # of users that Like your page
About This you on their timeline (see next section)
Friends of # of 2nd-degree connections
Fans Virality Rate PTAT / Total Reach
Visibility Rate Organic Reach / Fans Viral Reach # of users who saw your content from
a user-created story
Organic Reach # of users who saw your content
(excluding paid promotions)
New Fans New fans Liking your page
Paid Reach # of users who saw your content (paid
content only) Removed Fans Existing fans Unliking your page
Total Reach Total # of users who saw your content Total Growth New Fans - Removed Fans
Engagement Engaged Users / Total Reach
Rate Growth Rate Total Growth / Fans
What is People Talking About This?
EdgeRank isn’t something that you can see by logging
This new metric represents the number of unique users
into Facebook Insights. However, there is a very clear
who have created a Story about your page. People
link between your EdgeRank and your visibility score.
Talking About This is often referred to as PTAT.
The higher your EdgeRank, the more visible your
content.
What is a Story?
Facebook creates a story every time a user does one of To learn more
the following: likes you page, likes a post, mentions about EdgeRank,
your page, shares your post, answers a question, including best
recommends your page, posts to your wall, RSVPs to an practices, access
event, checks in, tags a photo, or comments on your our free webinar
post/page/wall. and slides at ar.gy/
edgerankwebinar.
How is virality measured?
Virality is calculated by measuring the percentage of
people who have created a Story about your post out About Argyle Social
of the total number of users who have seen it. In Argyle Social helps businesses drive results through
essence, virality increases when your fans broadcast social media. We provide software to help your
your message for you. organization have conversations with prospects and
customers, drive brand awareness, and integrate social
What about EdgeRank? media deeply throughout your organization. Behind
EdgeRank is the algorithm that determines whether the scenes, we crunch your social activity through our
and what content appears in your fans’ newsfeed. It is big data engine to provide you with the most
designed to show your fans the content they like when actionable social intelligence in the business.
they want to see it. Learn more at argylesocial.com.
Follow us on Twitter @ArgyleSocial
Affinity x Weight x Time Decay = EdgeRank