If your brand has a business Facebook Page, invest time understanding your Insights dashboard.

It contains vital data to help you understand your page’s performance and which is critical to your page growing.

Features like weekly insight summaries and competitive data on other company pages make Facebook Insights a powerful tool that every marketer should use.

Let’s examine what Facebook Insights is, how to access it, and how to interpret the metrics it tracks.

What is Facebook Insights?

Facebook Insights is an analytics dashboard that allows you to track user behavior and publish performance on your Facebook company page. Not only does the platform provide key metrics such as page views and post reach for paid and organic posts, it also recommends competitors’ sites to view and track.

Facebook Page Insights vs. Facebook Audience Insights

Despite having similar names, Facebook Insights and Facebook Audience Insights have completely different functions.

Facebook Insights visualizes incoming data from your company page so you can see how users are behaving on your page, what content they are engaging with, and how your page is doing against the competition.

Facebook Audience Insights, on the other hand, is used for advertising campaigns and helps marketers understand Facebook audiences in general (including those who follow your page).

Facebook Audience Insights dashboard

The platform contains information on user demographics such as location and relationship status and user behavior, including average ad clicks and comments.

Where is Facebook Insights?

To access Facebook Insights, you need a company page. Then do the following:

  1. Once you’ve signed into Facebook, go to your company page. Then click “Insights” in the sidebar on the left side of the page.

    Facebook Business Page Insights Tool

  2. You land on the “Overview” page with a dashboard with three main categories. The first is your page overview, which shows the most important metrics for the past seven days. However, you can also view data for today, yesterday, and the past 28 days. Dashboard with the summary of the Facebook Insights page

  3. As soon as you scroll down, you’ll see insights into your latest posts.

    Facebook Insights Latest Posts

  4. The final section contains insights from your competitors. In this section, Facebook can recommend pages for viewing. However, you can also customize the performance of your brands by clicking “Add Pages”.

    See Facebook Insights pages

  5. To delve deeper into these metrics, you can click on any category listed in the sidebar to the left of the dashboard.

Using the Facebook Insights API

You can use the Facebook Insights API, also known as the Ads Insights API, to get ad data to track your ad performance. The API is especially useful because marketers can get exactly the data they want to track, no matter how detailed it is.

To get the data from the API, you need to determine what data you want to get and create an access token for this ad so that only your team can access this information. You then need to specify where this data is to be imported, e.g. B. Google Sheets or HubSpot’s advertising software in the Marketing Hub.

You can drag your Insights API into the platform and match it with data that is already in the CRM. This will give you a better understanding of the customer journey and a 360-degree view of how your ads are performing.

How to export Facebook Insights data

  1. Start with your dashboard overview. In the upper right corner of your “Site Map” you will see “Export Data”. Summary of the Facebook Insights page

  2. A window will open. From there you can narrow down the data to be exported, the data range, the file format and the layout. Facebook Insights export data page

  3. Click “Export Data” and you’re done.

Top Facebook Insights Metrics

The most important metrics about your company page are displayed on your Facebook Insights dashboard. Any day, you can take a snapshot of your site’s performance and adjust your strategy accordingly. The most important metrics include:

  • Pageviews – The frequency with which your page was viewed by Facebook and non-Facebook users.
  • Side likes – How many Facebook users like your company page?
  • Actions on page – How many actions users take on your company page, e.g. For example, to click on a website link or ask directions to your store.
  • Reach mail – The number of users on Facebook who saw your post.
  • Post engagement – How many people liked, shared, responded or commented on your post?

They also have video insights that can tell you how your videos are performing. The most important metrics include:

  • Minutes viewed – The total time users spent watching your videos.
  • Video views – The number of users who viewed your video for three seconds or more.
  • Audience loyalty – How long have you groomed the audience of your video in a video?

For tips on interpreting your video insights, see this section.

How to interpret Facebook Insights

Before you start analyzing your data, make sure you know what questions you want to answer. This will help you narrow down which key metrics to focus on.

Once you know that, search the data to identify patterns.

For example, let’s say you find that your how-to posts are shared much more often than your other content. This can indicate that this type of content is resonating more with your audience and adding value to them and their community. Hence, if you want higher engagement, you may want to double these contributions.

Analyzing the data is one thing, but more important is what you do next. As you spot trends, take note of them and conduct experiments to learn more about what your audience wants. That way, you can learn more about your audience and develop content that suits their needs.

If your team wants to focus on video insights, scroll down to the Videos tab in the left sidebar and click on it. There you will see your most important video metrics, e.g. B. the playback time and the best video actors.

For tips on understanding your video insights, see the video below. It explains how to navigate your Video Insights dashboard and what your insights can tell you, broken down by performance, loyalty, audience, and retention.

Your Facebook Insights dashboard has so much information about your page’s performance and your target audience. When you leverage this data, you can create better content and generate more sales for your brand.

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