Insights & Analytics as a Key Performance Indicator (Part 1)

I recently posted a video on Social Media asking people to get back to me with what they are struggling with most and what I could do to help them. Funnily enough, one of the things I was asked about the most was Facebook Insights and Web Analytics. It made me think about how many people are trying pushing their brand out so much that they forget to even look at what’s working and whats not. So I decided to write this post.

It follows on nicely from my last post ABT - Always Be Testing. It's SOOOOO important for people to be looking at what there advertising and online marketing is actually achieving. I talked a little about ROI but realised that I may have jumped a step to far. What’s really important here is actually figuring out how your online presence is performing first and understanding those statistics.

With permission from a client, I have been able to use one of their Facebook accounts as a great way to show case how they are doing and give you guys a quick overview of your Facebook Insights.

So even on your Facebook Page you can already see some insights. If you have a look at the picture below:

fbinsightsblogpic1.jpg

There are 3 things I want to point out on your main page view:

  1. Insights - this is where you click to start getting useful information about your page and how it’s going.
  2. This Week Tab - This give you a real quick overview. Post Reach (number of times your post has appeared on a display), Post Engagement (total number of clicks, likes & shares), Sign Up (number of people who have clicked on your Call to Action button), Website Clicks (Self explanatory), Response Rate (this shows you how efficient you have been in responding on your page) and Response Time (Average time to respond).
  3. More Insights & Options - This is a quick overview of your page, including response details, total number of likes, how many check ins you have had, and then some options for you to do more.

On this front page all we get is a real overview, a quick glance if you will of what’s been going on. But if we want some real insight, we simply click on the Insights tab. Here we have a plethora of information to look at. We’re just going to do a quick overview of the tabs in insights.

So the Overview tab gives us a quick snapshot of whats been going on with our page. It shows us total likes and the last week’s like information. We can see our Post Reach, so again, how many times are content has been displayed across the devices, Engagement overview, which is already considerably more broken down that on our Facebook Page main screen. Here we can now see no of likes, comments, shares and post clicks.

Beneath that you will see “Your 5 Most Recent Posts” - this is a great place to just have a quick look at how your recent posts are performing, which ones are working better, what sort of posts perform with your audience and of course we have the data there. Number of post clicks per post, no of Likes, Comments & Shares. This is a simple way of looking at what type of posts work better for you. Pictures, videos, graphics, text, whatever it might be that your audience prefers engaging with.

So in the next screenshot we look at the Likes Tab.

This screen is pretty self explanatory, it shows us our likes. We can change the date ranges to see how we have performed over the last few months, weeks or simply days. We get a real view here for when we engaged with people, and when people liked our page. By looking at this information and comparing it to our posts, we can see if there is a correlation between more new likes, or loss of likes and a particular type of post. Remember, if we don’t understand what works and what doesn’t for us, how are we going to continually grow and develop what we do.

The fourth screenshot we are going to look at is all about Reach.

As described best by Facebook themselves:

"Post reach is the number of people who have seen your post. Your post counts as reaching someone when it's shown in News Feed."

So this is how many times your posts have been displayed, remember not necessarily seen. Again, this will give you a great way of understanding which posts have displayed the most, but more importantly, the Reach compared to the engagement is what is really important here. You’ll notice as well from the Reach graph that there is a split between Organic and Paid reach. This is important to understand. This page has over 4,000 likes, but if it wasn’t for the boosted posts and paid advertising, you will notice that the organic reach is tiny in comparison.

This is important to look at and realise how much impact advertising your posts will increase your reach.

The following screenshot shows the Page Views tab.

This is a good way of judging what tabs on your Facebook page are being looked at. When people looked at your page and even your external referees. This gives you great way to see where your visitors are coming from, different websites, your website, advertising that you are doing. It’s important to be able to see what people are looking at on your page. For example, do you have a  Pinterest tab, a newsletter signup tab, or anything else. See whats actually being looked a the most.

The next screenshot shows the post tab. This might be the most important tab to have a look at.

At the top of this tab you will see Days and Times. This is a great insight as to when you’re likes are on Facebook. Why is it important? Simple, you now know the best says and times to post, the best times to advertise to your audience. How valuable is it to you to know when the best time to hit your audience? This isn’t guess work like TV advertising where people just chose time slots based around popular programmes or “prime time”. This is your audience, and when they ARE on Facebook.

You will notice in the next screenshot that we haven’t gone in to the Videos tab, as this particular client doesn’t use video. But there you will get the insights you need to see what videos are being watched, how long for and other information that will help you chose how you continue to create videos.

The last screenshot is People, this is the breakdown of your page’s audience.

So the first thing you can see is the split based on gender. Then you can see the breakdown on age groups. Again, why is this useful. Well simply put, you now know the breakdown of your audience for when you decide to create targeted advertising, you know gender to target and the age range that will help your advertising generate more engagement.

This is a real quick breakdown of the Facebook Insights system. you will notice that there are many other sub tabs within these main tabs that can give you more detailed information about different parts of your Facebook page. Spend some time looking in to it and get a real feel for what’s going on with your page.

If you have any questions about it, why not hit me up on chris@socialink.co and we can have a quick chat about anything you are struggling with.