Facebook Analytics: The Basics

Author: Teresa Johnson

You’re using Facebook faithfully, and following best practices for developing content your audience values. You post regularly to your business page, and you use lots of photos, videos and links to useful articles to keep your fans coming back for more.

But how do you know if your efforts are paying off? The best way to track social success is to use Facebook’s built-in tools to analyze performance. Facebook’s analytics page is called “Insights.” It’s available by navigating to your business page, and then clicking “Insights” in the top left-hand corner.

The first screen on the “Insights” page shows a snapshot of your page’s activity. Select seven-day, 28-day or the past day to view. Again, these are high-level statistics.

Here are some key terms to know:

Actions on Pages: This section, at the top left of your Insights snapshot, explains how many times visitors clicked your “Contact Info” section, or a “Call-to-Action” button, if you use one.

People: This tab shows your page’s largest audience by gender, age and type of device they used to access Facebook.

“Page Views” represents the number of times people looked at your page, and its different sections (for example, photos or videos).

Likes: The number of people who clicked the “Like” button on your page. This tab also shows “Unlikes,” people who clicked “Unlike” on your page to stop following your content. “Net Likes” is your “Likes” minus your “Unlikes.”

“Reach” is the total number of people who received your content in their news feed (reach), plus any likes, comments, shares or other actions people possibly took on your posts (engagement). “Total reach” is an important number because it reveals how far and wide your content was distributed. It’s also a good indicator of content well-received by your audience.

Videos: This Facebook number refers to the number of times videos on your page were viewed for at least three seconds. Videos are one of the best ways to catch the audience’s attention. Video that entertains or informs your audience is highly likely to be shared.

As you scroll down the “Insights” main page, you’ll also see a list of your five latest posts. Next to each post you’ll see the type of content (video, photo, link, etc.) as well as the audience you targeted (if any), the post’s total reach, and the engagement. There’s also an option to promote any posts you think would benefit from additional paid advertising.

You can expand this area to include additional posts if you want to compare how different types of posts perform. Finally, this page concludes with a section called “pages to watch,” which lets you compare your page with similar Facebook pages.

Each tab to the left of the Insights main page lets you dig deeper into your analytics, unpacking more detailed information about “Page Views,” “Reach,” “People” and other important topics.

When exploring these tabs it’s important to remember that Facebook makes it easy to learn more. It provides helpful information when you hover over a given topic, or click the little “i” next to a given topic. Facebook also offers a great tour of Insights for new users, including video tutorials and information on each metric.

As you get started with Insights, remember this: What you don’t know is just a quick Google search away! Analytics are the best way to determine whether your content performs well, and helps you find your target (audience) more precisely.

If your archery shop is looking to improve its social engagement but you realize an updated website is where you should start, the ATA’s Retail Growth Initiative can help. The program offers custom web templates designed specifically for archery shops. To learn more, contact Nicole Nash, ATA manager of retail programs.

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