You created a Facebook Page instead of a personal profile for at least one good reason: Facebook Insights is something a Page has that a profile does not. Let's learn how to read Insights and use them to your advantage, even to toot your own horn!

1. Facebook Insights

2. About Page Insights
Facebook offers toolsto helpyou
analyze what’shappeningon your
Facebook Page so you can monitor
key metrics, get insightsabout your
Page’svisitors,and increase
connectionsand interactions.
Through Page Insights,youcan:
• Understand the performance of
your Page
• Learn which content resonates
with youraudience
• Optimize how you publish to
your audience so that people will
share your content

3. Page Insights & Privacy
• Page managers never have access toan individual's non-public personal data in Page Insights.
• Page Insights gives Page managers a number of collective metrics, including the number of
people who like their Page, how many people see a post and how many people clicked the post.
• These metrics are created by logging and gathering people's activities related to the Page. The
kind of activities logged include seeing a post from a Page, clicking a post or liking or
commenting on the post.
• Facebook's data retention policies require that the information collected for Page Insights is
kept by Facebook, not Page managers.
• Facebook takes a number of measures to make sure that these accumulated metrics remain
non-identifiable. For example, demographics insights are only provided once a required
number of people are part of that demographic. Page Insights are also only available to
Pages once a minimum numberof people (30) like the Page.
• Facebook doesn't use any data for Page Insights from people who don't have a Facebook
account or who are logged out.

4. Locating & Exporting Insights
• To see your Page Insights,click Insights at the top of your Page.
• From here,youcan view metricsabout your Page by clicking links
on the left-hand side of the Page.
• To exportyour insights,click Export in the top-rightcorner.
• Keep in mind thatinsightsare only availableafterat least30 people
like yourPage.

5. Nine Insight Pages
Insightshas six main pages:
1. Overview
2. Likes
3. Reach
4. Page Views
5. Action on Page
6. Posts
7. Videos
8. People
9. Local

6. 1. Overview
Overview – provides a snapshot of last sevendays of your Page’s performance. Depending on your
Page type, Overview displays data for the:
• People who like your Page, including the largestaudience and the most commondevice on which
your Page is viewed.
• Reachof the total number of unique people who have seenany content associated with your Page
and engagement, which is the total number of unique people who have clicked on, liked,
commented on and/or shared yourposts.
• Page Likes, which is the total number of unique people who like yourPage. Remember, overview
is just showing the last seven days of stats.
• Messages, which features yourresponse rate and average response time.
• Actions on Page, which includes direction, phone number, website and Page Call to Action
clicks.
• Videos, which features the total videos viewed.
Overview also gives you stats on your five most recentposts and displays the stats of Pages similar to
yours so you can compare yourperformance to those Pages. You can add Pages to this list by clicking
the blue Add Pages button.

7. Overview also displays your 5 most recent posts so you can quickly see how they are doing.
Overview also displays pages to watch so you can compare the
performance of your page to similar pages.

8. 2. Likes
Likes – highlights three core metrics:
• Total Page Likes as of Today
• Net Likes (New Likes minus Unlikes)
• Where Your Page Likes Happened
You can adjust the time span of information that is being
displayed in all the charts in dialog box directly under the Likes
tab by changing the Start and End dates or adjusting the slider.

9. You can also display additional information
by running your cursor overany of the three
core metrics informational graphics.
You can also click a metric in the Benchmark
box on the right to view more specific data over
time. For example, the Net Likes metrics gives
you options for viewing:
• Unlikes = Fans who have Unliked your Page
• Organic Likes = Naturally occurring Likes
• Paid Likes = Likes that occurred due to
Facebook advertising (Likes are counted as
paid when they occur one day after viewing
your ad or 28 days after clicking your ad.)

10. You can also view the numberof times your
Page was liked, broken down by where it was
liked from, including mobile, your page or
search results.

11. 3. Reach
Reach– shows your Post Reach (the # of people who saw your post), which is brokendown by paid and organic. Again,
you can click on the chart to see information from a certain day and/or drag on the chart to see information overa span
of days.

12. Other metrics you can view, include the
posts people were seeing at that time,
positive engagement (such as Likes,
Comments and Shares), negative
engagement (such as fans hiding a post,
reporting a post as spam or Unliking your
Page) and Total Reach (the total numberof
people who were shown any activity from
your Page such as your posts, posts by other
people and check ins).

13. 4. Page Views
Page Views – showcases
Total Page views by section
and External Referrers,
sources outside Facebook
that are driving trafficto
your Page, like Google.
Try clicking on different
tabs to see additional
information.

14. 5. Actions on Page
Actions on Page – From here, you can see the total actions on a
Page, People who Clicked the Call to Action button, people who
clicked to getdirections, people who clicked the phone number,
and people who clicked through to yourwebsite.
Try clicking on
differenttabs
to display
additional
information.

15. 6. Posts
Posts – highlights three core metrics: When Your Fans are Online, Post Types and Top Posts from Pages You
Watch. You can also view All Posts Published from here.
When Your Fans are
Online – shows you when
the people who like your
Page are on Facebook.
You can hold your mouse
cursor overany givenday
to see when you fans are
most likely to be viewing
post content.
Knowing when your Fans
are online is important.
You can schedule posts
for optimal times based
on this information.

16. Post Types – shows average post
performance based on reach and
engagement.
Top Posts from Pages You Watch– shows
examples of successful posts from the Pages
You Watch. You can add a Page to the list by
clicking the blue Add Pages button.
You should watch other Pages in your
industry, local Pages from which you may
share content and other Pages you find
inspiring.
Click on the Post link in the Posts This Week
Column to view the Post details and/orlike
the post.

17. By default, All Posts Published displays the
posts you created on yourPage in
chronological order, as well as:
• Post Type
• Targeting Information
• Post Reach
• Engagement
You can also learn even more by using the
Reach: Organic/Paid and Post Clicks/Likes,
Comments & Shares dropdown menus.
Engagement rate = the percentage of unique
clicked on, liked, commented orshared a
post divided by the total numberof unique
people who saw that post.
If you click on a post link in the All Posts
Published dialog box, you can view the Post
Details. These details can help you figure
out which posts resonate most with your
fans.

18. 7. Videos
The Video tab displays:
1. Video Views: Numberof times your
Page's videos were viewed for3
seconds or more
2. 30-Second Views: Number of times
your Page's videos were viewed for
30 seconds or more
3. Top Videos: Most viewed videos on
your Page watched for3 seconds or
more

19. 8. People
People – gives detailed information in three tabs: Your Fans, People Reached and People Engaged.
Your Fans – helps you
understand the people
who like your Page by
revealing age, gender,
geography and language
demographics data. Also
compares the
demographics of people
who like your Page
compared to Facebook’s
total population.

20. Point yourmouse cursor on a bar in the Age
and Gender chart to get more specifics
about that age and genderbreakdown.
Facebook lets you compare the people who
like yourPage to the overall Facebook
audience so you can see if you are popularor
unpopular with that demographic.
The People Reached and People Engaged tabs
break down the people who were shown
yourposts and the people who have engaged
with yourposts by the same demographics.

21. 9. Local
Local – From here you can learn more
about the people nearyour business,
including theiractivity and peak hours,
demographic information and ad
performance.

22. Using Page Insights to Improve Your Page
• The best way to get your audience to engage with your contentand share it with friends is to
understand what the people you’re reaching care about. With Page Insights you can access
the performance of your Page, learn which contentresonateswith your audience, and
optimize how you publish to your audience, so thatpeople will tell their friends aboutyour
business, brand or product.
Remember
A trusted
recommendation is the
number one reason
people try a new product.

23. Using Insights (continued)
• For example,you can look at each of your posts and see which ones have the most likes,
comments and sharesand the leastnegative feedback.You can use this information to
post about the thingsyour audience likesand increase engagementon yourPage.
• What are some other creativewaysyoucan think of using the data found in Insights to
promote your Page?

24. Sources:
WWW.FACEBOOK.COM/BUSINESS
LOUISE JETT