Facebook Insights is a powerful tool for those who want to keep track of user interaction on their Facebook business page. Facebook Insights can be seen by all administrators on your page and provides a wealth of information about your content and audience.

Facebook Insights can help you identify the best time of day to post, the best day of the week to post, and what types of content are most popular.

It is important to note that the Facebook Insights tool is constantly updated to reflect developments on your page and any patterns that may appear. So you have to keep checking back to stay up to date.

So what can you learn from Facebook insights?

1. How to access Facebook Insights

Go to your Facebook Business page and click “See All” under “Insights” on the desktop.

how to access Facebook Insights

This is the main Insights dashboard. Here you can see information on trends, posts and your target group.

You can view your latest posts, Facebook likes, reach, actions on the page, gender and age of your audience, and much more. Don’t be afraid to dive in here; it may look a bit overwhelming, but it’s pretty easy to navigate.

Facebook Insights Dashboard

2. Facebook Insights: virality of posts

One of the most important things to learn is what type of content is likely to go viral.

Click Posts to view your latest Facebook posts and learn more about their reach and engagement. This is especially useful when you want to see which posts have been the most successful.

You can sort posts by:

  • Reach (organic vs paid)
  • Type of post
  • Targeting
  • Achieve engagement
  • Release date

This is useful when you want to know the success of a particular post (i.e. a recently published video). Instead of searching through all the posts, you can just sort by videos.

You can view the date the post was created, post title, post type, audience, reach, and engagement. You won’t see the percent virality anymore, but you can still gain a lot of useful knowledge about your post behavior.

Bring away: Knowing the reaction to different types of Facebook posts can help you create more content that your fans will enjoy. This then increases your branding, reach, and hopefully, traffic to your website.

3. Facebook Insights: Page Likes

If you click on “Likes” you can view both the demographics and the locations of your fans. You can also see their age groups.

In this example, the Cheap Flights South Africa fansite has a much larger female fan base than a male fan base. We can also see that most of the users are in Cape Town, South Africa. Therefore, they should adjust their contributions accordingly.

likes insights into Facebook

Below is another diagram that looks like this:

Where your custom likes came from Facebook Insights

Now you can search for new likes and even dislikes. For example, in the graphic above, you can see that the fansite had some dislikes.

It would be useful to come back to your page and see what posts you made during those days. Your previous posts may be able to give you an indication of what went wrong that day.

Weren’t you entertaining enough? Or were you just too much? Maybe you posted too many articles and too few pictures? It is important that you complete this step, otherwise the statistics will be all but statistics.

What to do to get more likes? In this video, you will find seven strategies you can use to increase your Facebook likes:

Bring away: With demographic information about your fans, you can create personas of your target audience. This can be very useful when creating landing pages, copies of landing pages, and general marketing messages.

4. Facebook Insights: Reach

It’s all very well and good that you have a Facebook business page, but how much of your content is actually reaching your fans? Who is talking about your side? Do some of your fans refer your page to others or do you share your pictures with their friends?

The Reach area, which is located in the left bar directly under Likes, contains this important information.

It also tells you how often your posts are hidden, reported as spam, and marked differently.

Bring away: The important part of the “Reach” section is so that you can see which days and types of content will help you reach the widest possible audience. (Unlike in the past, the reach of paid Facebook ads is not shown. You will need to use the ad manager for this information.

5. Facebook check-ins

Facebook check-ins can be very useful for businesses with a physical location. Fans who check in when they arrive at your company show you their loyalty.

In the check-in area you can see the number of people who checked in, where they live, whether they are male or female, etc.

Bring away: Check-in data is extremely valuable for companies with a physical presence. From being able to measure the impact social media has on sales to monitoring your busiest days, be sure to read this information!

6. Would you like more detailed Facebook Insights data?

Insights already offers a lot of data, but did you know you can actually export the data? Export your data using the button at the top right of the Insights page.

This little block is displayed:

Export Facebook Insights data

Select Page Level Data and the MS Excel Format option. You can choose a date range for the dates.

Once you’ve downloaded the insights, you’ll see endless columns of data that can seem overwhelming at first. You will also see various datasheets below with information such as key metrics, daily sources, daily virus coverage, etc.

Each column in the key figure sheet contains different information. For example, if you scroll down to the Total Lifelong Likes column, you can see how many likes your page has received based on the dates you provided.

Total Daily Reach is also useful and this is where you can see how many people your posts may have reached (including friends of your fans).

Bring away: Sometimes looking at the tabular data gives more insight than charts. Once you are comfortable with Excel, you can slice and dice your data to learn more about your fans and the social media impact.

My recommendation: don’t be afraid to dive in and see what’s inside!


From knowing what types of Facebook posts are most effective, to learning where your target audience is, Facebook Insights has a lot of useful information about your business page.

The key, however, is to take that data and make something meaningful out of it. Use the data to track your page’s performance, find new patterns, and develop a more effective social media strategy.

What did you learn about your post or audience from Facebook Insights? How can you use this data to develop a more effective Facebook strategy?