If you’re doing the social media for a company, small business or for yourself it’s always a good idea to understand the platform’s analytics. In the case of setting up reports, it’s imperative that you’re able to explain what’s going on based on the insights on your pages. In this section, we’re going to have a look at Facebook’s analytics and we’ll be breaking it down step by step.
This is possibly the smallest, but most significant thing to remember. Make sure your date range is set to the appropriate time frame, otherwise your data won’t make any sense. The date range automatically is set on the past week, usually you would look at about a month’s data when it comes to reporting or having a better understanding of the info.
You’ll find all the analytics you’ll need in the “Insights” tab at the top of your business page.
The first thing that we all look at or want to know, is the amount of page likes our page has. The more the better, obviously. On the left of the screen there should be a list of functions for you to click on, find “Likes” and click on it. Once you’ve checked your date range, you’ll be able to see how many page likes and net likes you have and where your page likes happened.
These are displayed in graphs, which makes it easy to see by how many likes your page grew in the past week or month. The graphs are ideal for reporting, take a screenshot and add that in. Having a visual representation makes the report more appealing and easier to look at.
Here you can compare the growth of your page from month to month and then decide if you need to use page likes ads to grow your page a little more. By having this data and presenting it to your boss or client, you can make the relevant suggestions based on your findings.
Page followers are people who have clicked to follow your page but don’t necessarily like your page. They could also have liked your page but have decided to unfollow you because they don’t like your content and don’t want to offend you by unliking your page. Most people both like and follow pages on Facebook, when you like a page, you automatically follow the page too.
When it comes to big accounts, you’ll see a bigger difference in page likes and page followers. Under the “Followers” tab, you can have a look at followers, net followers and where your followers happened as well.
Reach & Posts
It’s important to see how well your posts are doing by looking at the reach they get on Facebook. Under this tab, you’ll see the organic reach as well as the paid reach together. If you want to look at each post individually, you can have a look at “Posts” and it will give you all the info you need.
Under posts, you’ll find a bit more info. Here, you can have a look at the engagement and reach all in one. Facebook also gives you the option to look at when your fans are online, so you can plan your posts according to this data. It only makes sense to post when your fans are online, right?
When compiling a repost, it’s customary to look at which posts did well by looking at their reach. The higher the reach, the better.
Actions on page
If you want to go in depth in your reporting or even in just understanding your audience, you’ll find some interesting info under this subheading. Here you can see how many people clicked through to your website, got directions or clicked on action buttons. Each section is represented in it’s own graph, which makes it easy to understand and again report on.
Under “People” you’ll find more data on the people who follow/like your page. Here you can have a look at the gender, age, country and language that they speak. You could use this info to create content specifically for your audience. This data could also assist you in creating your buyer personas, which we’ve discussed before.
Facebook gets this info from people’s page profiles, as everyone normally fills in their gender, age and where they live.
This is the first option on the left hand side once you’ve clicked on Insights. In this section you have a quick overview of all the data mentioned above. Here Facebook gives you a Pages to watch section, which tells you how your competition is doing. Facebook gives you some options there, but you can add pages you would like to watch in too.
When it comes to understanding the data that’s given to you, spend some time exploring the Insights tab. Once you’ve done this for a few months, you can start comparing data and seeing what works and what doesn’t work for your brand.