Facebook Page Insights - 2011 User's Manual
Contents
1. Facebook Page Insights Product Guide for Facebook Page owners Businesses will be better in a connected world That s why we connect 800M people and their friends to the things they care about using social technologies that drive business growth Pages are where you connect with people With Pages Insights you can Understand the performance of your Page Learn which content resonates with your audience and Optimize how you publish to your audience so that people will tell their friends about you EE See Oe g2cpacs nana ATE E neanneer band teehee nies 2 Understand the overall performance of your Page 4 Optimize how you publish to your audience 6 Learn more about your audience eee eee eee 9 Conclusion Focus on engaging your audience 15 2011 Facebook Inc All rights reserved Product specifications subject to change without notice Get started facebook facebook marketing solutions E3 Wall Info Friend Activity 1 Likes Reach Talking About This Ei Welcome Ei Resources Ei API Developers E Videos E Marketing Talks Live MORE About We share news and best practices for marketing on Facebook This Page is ru More 473 859 like this 8 803 are talking about this Likes Laan See All Facebook Pages Facebook Commerce m Facebook Studio Facebook Ads Facebook Platform2. Learn more about your audience Understanding who your audience is and how you re reaching it is key to optimizing your Page Strategy This information helps you publish content that people will want to see engage with and talk about to their friends For example if you discover that the majority of people who like your Page are men 18 to 24 you might decide to adapt the content you publish to fit with the interests of these young men By clicking on the Fans Reach and Talking About This tabs on the left hand side of your Page you can learn more about e Who your fans the people you reached with your messages and the people who talk about your Page are e How you acquired reached or engaged them You can specify the date range for which you want to see data by selecting dates from the date selector at the top of each tab Fans tab The Fans tab helps you understand who your fans are and how you acquired them Who Your Fans Are Demographics and Location Gender and Age 57 8 9 Gender and Age The percentage of people who liked your Page for each age and gender bracket as of the last day of your selected date range This is based on the data 11 13 17 18 24 25 34 E pa W i 11 18 a people enter in their 99 851 United States of America 29 870 Jakarta 214 731 English US p rofi e 36 182 Indonesia 10 163 Bogota 50 399 English UK 28 791 Canada 7 974 Caracas 48 034 Spanish 25 872 Unit
3. pie Website Total Likes Aug 29 Page Posts 473 859 2 21 E People Talking About This Data as of 9 18 11 Friends of Fans All Post Types v Date Y Post 09 23 11 09 20 11 09 19 11 09 16 11 09 15 11 09 14 11 09 13 11 09 12 11 09 12 11 09 09 11 09 08 11 J Friday tip for Facebook marketers J We try to give you lots of tips on h Looking for inspiration This articl You ve heard about sponsored sto Why run a promotion on Facebook J Tip If you want your SEO strategy A tip from Ad Age Make the act J Want to figure out how to improve J If you re a fan of this page chanc This post features 30 Tips and Tri J Learn how Crunch Fitness uses Fa E Weekly Total Reach Facebook Marketing Solutions Insights People Talking About This 1 45 51 6 906 1 65 8 803 6 84 p Eric Giovanola facebook Page Insights To see insights about your Facebook Page visit your Page and click on the Insights tab on the left hand side of your Page Home v Weekly Total Reach 1 2 449 380 2 75 E Posts Sep 12 Sep 19 Engaged Talking About Reach Users This Virality 71 463 1 075 263 0 37 54 136 1 871 228 0 42 63 555 1 261 219 0 34 69 753 1 224 287 0 41 63 625 1 333 175 0 28 78 517 1 653 293 0 37 71 799 697 133 0 19 95 222 938 137 0 14 82 400 1 593 241 0 29 125 355 2 756 302 0 24 9
4. Page Insights gives you the data you need to gather these consumer insights You should visit Page Insights on a regular basis to track which of your posts resonated with your audience and generated the most engagement so you can post more of this type of content For best practices on how to publish engaging content please download this guide 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 15
5. Page post level data You may select any date range with a maximum of 1 000 posts at a time Select Data Type Select File Format e Page level data e Excel xls C Post level data C Comma separated values csv Select Data Range Start Time 9 3 2011 End Time 10 3 2011 BS Insights data is not available before July 16 faterem Cancel 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 3 facebook Page Insights Understand the overall performance of your Page The four metrics at the top of your Insights tab allow you to quickly understand the size and engagement of your audience You should monitor these metrics closely to assess the success of your marketing strategy Total Likes Friends of Fans People Talking About This Weekly Total Reach 473 5859 f22ix 1 45 51 6 906 1 65 8 803 6 84 1 2 449 380 2 75 Total Likes Friends of Fans People Talking About Total Reach The number of The number of unique people This The number of unique unique people who who are friends with your The number of unique people who have seen any like your Page fans including your current people who have content associated with fans created a story about your Page including any your Page in the last Ads or Sponsored Stories seven days pointing to your Page in the last seven days You can hover over the question mark next to the metric to see the time frame of ea
6. Plays EE Other Clicks 7 Stories Generated Video plays The number of times the play button of your video was clicked on Photo views The number of times your photo was viewed in its full size Link clicks The number of time the link included in your post was clicked on Other clicks The number of clicks on your post that are not counted in other metrics These clicks can include clicks on people s names in comments clicks on the like count clicks on the time stamp etc Stories generated The number of stories that were created from your post Stories include liking commenting on or sharing your post answering a Question or RSVP ing to an event The Talking About This graph shows all the different types of stories that your post generated Please note that since People Talking About This are a subset of Engaged Users this graph offers a more granular breakdown of the stories generated section of the Engaged Users pie chart Talking About This 1 040 E Likes WS Shares 2011 Facebook Inc All rights reserved Product specifications subject to change without notice Comments Likes The number of likes on your post Shares The number of times your post was shared Comments The number of comments on your post Event RSVPs The number of times people responded to your event Questions answered The number of times your question was answered facebook Page Insights
7. Reach tab The Reach tab helps you understand who the people you are reaching are and how you managed to reach them Who You Reached Demographics and Location Gender and Age Female 54 13 17 Male 43 Countries Cities 1 330 846 Canada 230 402 1 247 346 United States of America 135 163 406 522 United Kingdom 92 982 11 716 France 58 682 11 605 Italy 54 074 11 099 Mexico 49 244 10 791 Australia 45 493 7519 Argentina 39 542 Countries The number of people who saw any content about your Page in the last seven days broken down by country as of the last day of your selected date range This is based on the user s IP address 2011 Facebook Inc All rights reserved Product specifications subject to change without notice Gender and Age The percentage of people who saw any content about your Page in the 25 34 35 44 45 54 55 9 8 Er last seven days for 3 7 each age and gender bracket as of the last day of your selected date range Montreal 2 330 090 English US saho a cy aka This is based on the London 129 794 French Canada data people enter in Vancouver 123 384 French France th ir r fil Manchester 53 788 Spanish p onle Burlington 11 681 Spanish Spain New York 10 954 Italian Edmonton 6 106 German Cities The number of people who saw any content about your Page in the last seven days broken down by city as of the last day of your selected date range This is based
8. on this data you should try to identify which types of posts are most effective at helping you reach your objectives Do your fans respond better to videos than pictures Do they always seem to engage more when you talk about a specific theme Do they tend to like more when you posta picture and comment more when you ask them a question And we ve made it easy for you to See the posts to see which ones generate the most reach engaged users or people talking about this You can sort all posts by clicking on the title of each column 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 6 facebook Page Insights Each of the columns of the list of posts gives you a different perspective on the success of your publishing strategy depending on your objectives For example if you are a movie studio and want to drive awareness of anew movie you will mostly focus on reach and engaged users to understand how many people your trailer reached and how many watched it However if you are an automotive company asking people about their favorite feature in your latest car you will likely look at the People Talking About This column to assess success By clicking on any data point in this list of posts you can see more details such as the full text of the post or the different types of engagement and stories this post generated The Reach graph allows you to understand by
9. 7 814 936 138 0 14 2011 Facebook Inc All rights reserved Product specifications subject to change without notice Sep 26 Please note that the new Page Insights is initially launching as a preview To access it during the preview period please visit facebook com insights and click on your Page or click on View Insights on the right hand side of your Page then follow the instructions at the top of the Insights page facebook Page Insights You can review your Insights data through the dashboard or export it using the Export button in the top right corner If you decide to export it a dialog box will allow you to specify The date range for which you want to see data about your Page e Whether you would like to get the data as as an Excel file or as a CSV comma Separated values file e The type of data you want to see select Page level data for aggregated data about your Page and Post level data for data on each of your Page posts The Key Metrics tab of the Excel file contains all the high level metrics across time All other individual tabs show you a breakdown of these high level metrics Please note that while the number of impressions that your Page or posts got is not available in the Page Insights dashboard it is available in the Export file Export Insights Data Export data directly to Excel xls or comma separated text format csv Choose either Page level data or
10. ch metric Because friends of fans represent a much larger set of consumers than fans alone and are much more likely than the average consumer to visit a store website and even purchase a product or service you can see not only how many fans you have Total Likes but also how many friends your fans have Friends of Fans Friends of fans represent the total number of people you could potentially reach if all of your fans were talking about your business to their friends The next metric People Talking About This indicates how many people are actually talking about your business to their friends This metric includes everyone who e Liked your Page Liked commented on or shared your Page post e Answered a Question you ve asked e Responded to your event e Mentioned your Page e Tagged your Page in a photo e Checked in or recommended your Place Getting more people to talk about your business allows you to reach more people You can see how many people your Page Is reaching by looking at the Total Reach metric Please note that two of these metrics Total Likes and People Talking About This are visible to anyone visiting any Page As aresult people who visit your Page can look at these two metrics to understand how popular active and engaging your Page Is According to research from comScore 2011 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 4 faceb
11. ed Kingdom 7 055 Makati 30 084 Indonesian 14 603 India 6 871 Tunis 22 471 French France 14 382 Colombia 6 759 London 12 864 Turkish 13 686 Turkey 6 594 Istanbul 11 376 Spanish Spain 10 369 Italy 6 504 Santiago 9 445 Italian Countries The number of Cities The number of people Languages The number of people people who liked your Page who liked your Page as of the who liked your Page as of the last as of the last day of your last day of your selected date day of your selected date range selected date range broken range broken down by city broken down by language This down by country Thisis based This is based on the user s IP is based on the user s default on the user s IP address address language setting 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 9 facebook Page Insights Where Your Likes Came From New Likes The total number of unique people who have liked 2 000 your Page each day during your selected date range New Likes Til Unlikes l i i Unlikes The total number of 1 000 oet E i SA unique people who have unliked your Page each day during your selected date range Sep 8 Sep 15 Sep 22 Sep 29 Like Sources The number of times your Page was liked broken down by where the Like happened on your Page from News Feed on your website etc during your selected date range Like Sources On Page News Feed or Ticker People who liked
12. ed to it twice 5 6 10 11 20 21 Please note that you can further refine the data shown in the Reach and Frequency graphs by selecting to see all content about the Page only Page posts only or only content about the Page generated by users from the dropdown menu 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 12 facebook Page Insights Visits to Your Page Page Views The number of times 2S gene your Page was viewed on each day during your selected date range Unique Visitors The number of unique people who visited your Page on each day during your selected date range Sep 8 Sep 15 Sep 22 Sep 29 Total Tab Views The number of Total Tab Views External Referrers times each of your Page tabs were 156 998 app 155746857831090 8 827 apps wildfireapp com viewed during your selected date 32 670 wall 2 693 google com range 11 990 app 244881505558365 1 813 mashable com 5 659 app 247298891950753 691 techcrunch com sidan nie External Referrers The number 5 424 app 226968603997732 452 google co uk o i of times people arrived on your 4 747 info 297 google co in l Page from a URL that is not part 3 882 app_169039963158542 249 readwriteweb com oak din com rin r 2 260 app_127337483972992 177 google com au a e al selected date range How to interpret the demographic data across several tabs While you might see in the Fans tab that your fan base is mostly comp
13. eep analytics on every single one of your Page posts so that you can understand at a granular level how many people your post reached how many people engaged with it and how many people talked about it with their friends The virality column will also allow you to compare your different posts by showing the of people who talked about your post to their friends after seeing it Date The day this post was Post An extract from your post Click Reach The number of unique published in Pacific Standard Time on the text to see the full version people who have seen your post Engaged Talking About Date Post Reach Users This Virality 09 23 11 Friday tip for Facebook marketers 71 463 1 075 263 0 37 09 20 11 We try to give you lots of tips on h 54 136 1 871 278 0 427 097 19 11 Looking for inspiration This articl 63 555 1 261 219 0 24 Engaged Users The number of Talking About This The number of unique Virality The number of unique people who have clicked people who have created a story from your unique people who have anywhere on your post Post Stories include created astory from your e Liking commenting on or sharing your post Page Post as a percentage Answering a Question of the number of unique e Responding to an event people who ve seen it Figures only include the first 28 days after the publication of the post Only posts published after July 19th 2011 are available Based
14. gypt 241 Arabic 168 Indonesia 164 Indonesian 149 Brazil 135 Portuguese Brazil 144 Turkey 128 Turkish Countries The number of people who who Languages The number of people who talked about your Page in the last 7 days as talked about your Page in the last 7 days as of the last day of your selected date range of the last day of your selected date range broken down by country This is based on broken down by language This is based on the user s IP address the user s default language setting Talking About This The number of How People Are Talking About Your Page unique people who have created All story types E Talking About This W Viral Reach a sto ry about your Page In the last 20 000 500 000 7 days for each day during your selected date range Viral Reach The number of unique Sep 8 Sep 15 Sep 22 Sep 29 people who saw a story published by a friend about your Page in the last 7 days for each day during your selected date range Sep 8 Sep 15 Sep 22 Sep 29 You can further refine the data shown in both of these graphs by selecting a specific type of content from the drop down menu 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 14 facebook Page Insights Focus on engaging your audience The best way to get your audience to engage with your content and share it with friends is to understand deeply what the people you re reaching care about
15. on the user s IP address Languages The number of people who saw any content about your Page in the last seven days broken down by language as of the last day of your selected date range This is based on the user s default language setting 11 facebook Page Insights Reach graph This graph shows how many people have seen any content about your Page and whether these people were reached through an organic paid or viral channel People might see your content through more than one of these channels so the sum of your organic paid and viral reach might be larger than your total Page reach Reach Organic The number of unique people fans or non Organic fH Paid f Viral Total EN Organic ee Viral 7 p Tota fans who saw any content about your Page in their 20 000 000 News Feed Ticker or on your Page Peep Paid The number of unique people who saw an ad or Sponsored Story that pointed to your Page 10 000 000 Viral The number of unique people who saw this post from a story published by a friend Sep a Sep 15 Sep 22 Sep 29 Frequency graph This graph shows the number of people who have seen content about your Page in the last 7 days broken down by the number of times they saw it during that time Unique Users by Frequency 6 000 000 For example you can see on this graph that about 5 000 000 people were exposed to any content about your Page once and about 3 000 000 2 000 000 people were expos
16. ook Page Insights Posting regularly with engaging content gets more people to talk about your business with their friends As aresult you end up reaching more people overall The following graph shows you how the posts that you publish to your Page influence the number of people talking about you and how the number of people talking about you influences your overall reach People Talking About This The number of unique people who have created a story about your Page in the 7 days leading up to each date shown on the chart Total Reach The number of unique people who have seen any content associated with your Page including any Ads or Sponsored Stories pointing to your Page in the 7 days leading up to each date shown on the chart Number of posts The size of the bubbles represents the number of posts your Page published each day People Talking About This Weekly Total Reach E Posts Aug 29 Sep 5 Sep 12 Sep 19 Sep 26 This chart shows data for the last 30 days 2011 Facebook Inc All rights reserved Product specifications subject to change without notice facebook Page Insights Optimize how you publish to your audience Your ultimate goal as a Page owner is to publish content that will reach a large audience and that your audience will engage and share your content with friends Now you can use Page Insights to better understand what your audience wants to hear about This section of Insights gives you d
17. rised of women between 35 and 44 you might realize by looking at the Talking about this tab that the people who are talking about your business to their friends are actually mostly women between 18 and 24 If your current content is geared towards an older audience you might consider posting more content that resonates with a younger audience since these younger women seem more likely to spread the word to friends Or if your current content is geared towards younger women then you might consider posting content that resonates better with a 35 to 44 years old women audience to get these older women to start talking about you 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 13 facebook Page Insights Talking About This tab The Talking About This tab helps you understand who the people talking about your Page are and the types of stories they re telling friends about your business Who Is Talking About Your Page Demographics and Location Gender and Age Female 4 Male Gender and Age The percentage of people who talked 55 about your Page in the last 7 days for each age and gender bracket as of the last day of your selected date range This is ee acne based on the data 3 057 United States of America 5 323 English US 1 001 Canada 1 278 English UK people enter in their 982 United Kingdom 360 Spanish profile 347 India 301 French France 213 E
18. which channel organic paid or viral your post reached its audience Please note that since people might have seen your post through several channels the sum of organic paid and viral reach might be larger than your total post reach Total Reach Organic The number of unique people fans or non fans who saw this post in their News Feed Ticker or 60K 1 1 2 91 2 on your Page Paid The number of unique people who saw this post i AUK Organic from a sponsored product such as a Page Post Ad or E Paid Sponsored Stories 20K E viral Viral The number of unique people who saw this post from a story published by a friend These stories can include liking commenting or sharing your post answering a Question or RSVP ing to an event 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 7 facebook Page Insights The Engaged Users graph allows you to understand the different types of engagements your post generated Anyone clicking anywhere on your post is considered an Engaged User The types of engagement you can find in the pie chart include all the different ways people can consume your post clicking ona link viewing a picture watching a video spread it to friends by liking it commenting on it answering a Question RSVP ing to an event etc or simply click on some other area of your post Other Clicks Engaged Users 3 662 E Video
19. your 21 413 On Page News Feed or Ticker Page on the Page itself or in a News Feed or Ticker story 12 137 Ads and Sponsored Stories Ads and Sponsored Stories People who clicked Like 751 Facebook Recommendations in an ad or Sponsored Story pointing to your Page This 630 Mobile does not include view through or click through Likes that 356 Third Party Applications occurred after people viewed your ad 246 Page Likes Another Page Facebook Recommendations People who liked your 316 Timeline Edit page from Facebook Recommended Pages 14 Page Browser Mobile People who liked your Page from a mobile device Third party applications People who liked your Page via New User Wizzard People who liked your Page in an application developed by a third party the New User Wizard when registering for Facebook Page Likes Another Page Pages that have liked your Page Admin Registration People you added to your Page Timeline Edit People who added your page to their Likes as admins on their Timeline Admin Registration People you added to your Page Page Browser People who liked your Page using as admins Facebook s Page Browser Admin invite People who liked your Page through Like box or Like button People who liked your Page an invite from an admin from an external site using a Facebook social plugin 2011 Facebook Inc All rights reserved Product specifications subject to change without notice 10 facebook Page Insights
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