If you’ve struggled to identify your target audience, the good news is that Facebook actually wants to help you.
Built within every Facebook Page is an analytics tool called Insights that allows you to measure and track various metrics, from the number of likes your page attracts each day to the number of people seeing and engaging with your posts — but before we dive into Insights, let’s look at the main metrics that we have at our disposal for better understanding our audience:
- Reach: the number of people your ad was served to.
- Impressions: each time an ad is shown to a user, regardless of whether the user clicks or takes any other action on the ad.
- Frequency: the average number of times your ad was served to each person.
- CTR (Click-Through Rate): the number of clicks your ads received divided by the number of times you ad is shown on the site (impressions) in the same time period.
- CPC (Cost per Click): a type of campaign pricing where you pay each time someone clicks on your ad. This is the best type of campaign pricing to use when you want to drive specific action on your website or Facebook page.
- CPM (Cost per Thousand Impressions): a type of campaign pricing where you pay based on the number of people who view your ad. This is the best type of campaign pricing to use if you want to raise general awareness of your business within a targeting audience.
- Page Likes: the number of likes on your page.
- Page Engagement: the number of actions related to the Page and your Page’s post — actions can include shares, likes, clicks and comments.
- Post Likes: the number of likes on your page’s post.
- Post Engagement: the number of actions related to your Page’s post — actions can include shares, likes, clicks and comments.
- Post Shares: the number of shares of your page’s post.
- Pages to Watch: Facebook provides you with similar types of businesses pages, which helps you compare the performance of your page with your competitors.
- Website Clicks: the number of clicks on links appearing in your post or page that directed people to your sites off Facebook.
- Landing Page: it is a web page that appears in response to clicking on an advertisement. It can be a Facebook Page, an App or even an external URL.
- Click to play video: the number of clicks to play video.
- Video views: the number of times your video was viewed for three seconds or more.
- Custom audiences: upload a list of email addresses or phone numbers of at least 100 people and Facebook will deliver the ad to those people if they’re on Facebook. You can also build audiences from people that visit your website or who have used your mobile app.
- Lookalike audience: help you reach people who are similar to your current customers for fan acquisition, website registration, off-Facebook purchases, coupon claims and brand awareness.
- Conversion tracking: helps businesses measure the return on investment on their Facebook Ads by reporting on the actions people take after viewing those ads: checkouts, registrations, leads, key page views, adds to cart. etc.
- Conversion value: the total revenue returned from conversation or Facebook credit spends that occurred your website or app.
Examining The Insights
Now that we’ve covered the definitions, let’s dive in to see what Insights looks like.
The first tab is the Overview. At the top the page you will see the date range of the data you’re looking at. There is a way to choose your own date range, but more on that later.
There are three little boxes underneath that are pretty self explanatory:
- Page Likes: the number of people who have liked your page within that date range
- Post Reach: the number of people who have seen your posts
- Engagement: the number of people that have Likes, Comment, Shared or Clicked on your posts
Below the boxes you will have an overview of your most recent posts: the type, targeting, reach, engagement etc. Although all the tabs should be explored, two of them are a little more important that the rest.
The “Posts” tab allows you to see the peak times that your fans are online. For this data alone we would happily bow at the feet of Facebook because it means that you can synchronise your posting schedule to match when your audience are most likely to see your posts. In “Post Types” you can see whether videos, links or photos work best on your page and resonate more with your audience.
The second most useful tab is the “People” tab that gives you a rundown of exactly who is visiting your page, whether is it predominantly male or female, the age range and also their location. This can help you identify who your Facebook audience is, and whether the content you’re sharing is hitting the right notes with your chosen demographics.
If you want to do an in-depth analysis of your Facebook page including the daily, weekly and/or monthly reach, impressions or engagement then you need to export the information. At the top right of your page you’ll see “Export”. Click on that and choose whether you would like Page data (key metrics for engagement, like sources and audience details), Post data (key post metrics for reach, impressions and feedback) or Video data (key video metrics including view, unique views, page views and organic views). Select the date range and whether you would like to export it in an .xls or .csv file. You will mostly likely export the Page data Excel file, which will give you information regarding new likes, engagement, impressions and reach.
With this new in-depth information you’ll not only be able to know the best times to schedule your updates and who to aim them for, you’ll also be able to use it towards recalibrating your advertising and recapture advertising to encourage repeat engagement and sales through your client base.
Regularly reviewing and adjusting your social media strategy and advertising may cost you time, but maximising every potential tool at your disposal will be what makes the difference between you and your more casual competitors.
Do you know your Facebook followers? Which is your largest demographic?
You can find more details on how to get the best out of your social media marketing via our new book Profitable Social Media Marketing: How To Grow Your Business