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[Video] How to Use Analytics to Improve Your Facebook Strategy
A lot of business owners think that running a Facebook campaign is extremely hard work. It doesn’t have to be that way! In order to get the most out of your campaign, you DO have to learn how to use Facebook Analytics. Thankfully, that’s what we’re here for! We’ll show you how to use Facebook Analytics to gather valuable insights about your campaign performance. Here we go:
Where to Find Facebook Analytics
Login and navigate to your business’s Facebook page. Select the “Insights” option on the white horizontal navigation bar:
Facebook Analytics Overview Report
From this page, you can see a broad overview of your Page Likes, Post Reach, and Engagement (how many people are interacting with your page).
Scroll down a bit and you’ll see your five most recent posts:
Quick tip? If you see one post is performing better than others, you can boost it right from this main Insights dashboard. More on boosting posts in little.
Scroll down further and you’ll see a NEW section to Facebook Analytics called “Pages to Watch”:
You can add your competitors’ pages to this report so that you can monitor how your page is performing vs. your competitors. And who doesn’t love spying on their competitors?
Facebook Likes Analytics Report
The Facebook Likes report measures your actual page likes (not your post likes).
With this report, you can see:
- Page Likes as of Today (allows you to see how your Likes have increased over time)
- Net Likes (shows you new Likes minus the number of Unlikes)
- Where Your Page Likes Happened (shows you how people came to Like your page—an ad, a page suggestion, etc.)
Facebook Page Reach Analytics Report
This report shows how many people are actually seeing your posts. This report provides awesome insights for when the most people are seeing your posts so you can tailor your posting schedule accordingly.
Other helpful reports in this section include:
- Likes, Comments, and Shares – these types of engagement allow you to extend your reach, so you want to post whenever the most people are likely to interact with you.
- Hide, Report as Spam, and Unlikes – if a lot of people are marking you as spam or hiding your posts, you probably should change up your strategy.
- Total Reach – overall, how many people are seeing what you’re doing?
Facebook Analytics Visits Report
This report tells you how many people are visiting your page as well as how many people are visiting each tab in your page. Are more people viewing your timeline, photos, videos, or page info tab? That’s one takeaway you can glean from this report.
From here, you can also see external referrals. This report includes websites that referred traffic to your Facebook page OTHER than Facebook (your website, Google, etc.).
Facebook Analytics Posts Report
Here’s where you can gain insights for each of your individual posts. You can see:
- When your fans are online
- Post types
- Top posts from Pages You Watch (your competitors’ pages!)
Scroll down a bit to see data from your actual posts:
The report shows you a breakdown of each post by type, targeting, reach, and engagement. You can also see which posts have been boosted and which ones haven’t. Notice how boosted ones have significantly more reach and engagement.
Facebook Analytics People Report
The last—but one of the most important—Facebook Analytics reports is the People report. This shows the demographics (sex, age, country, city, language) of all the people who:
- Like your page
- Your content has reached
- Have engaged with your content
- Have checked in at your location
Understanding your demographic can help you cater your content to their likes and interests. For example, if almost all of your Facebook fans are men in their 40s, you probably don’t want to share Justin Bieber music videos with them.
Need help with your Facebook strategy? Start with a free social media analysis from Blue Corona.
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