Back in June Facebook announced imminent changes to its Page Insights. The rollout finally hit UK client Pages last week. Analysis and decision-making just got a whole lot easier.
Facebook has re-organised Insights to help Page admins:
- Make better-informed decisions on Facebook marketing strategy
- Optimise Posts for Engagement and Reach.
Reporting for Posts has been massively improved. The rich information now available to admins was previously only available via paid for social measurement tools such as socialbakers (an excellent tool by the way).
One big change is the demise of ‘People Talking About This’ (PTAT) as a reporting metric. PTAT previously gave a rather blunt measure of which posts where getting interaction (how shareable they were), but was never specific about what was catching the fans’ interest.
With the new Insights we get a breakdown of each post’s performance and these are indeed ‘Insights We Can Act Upon’.
The Overview gives a seven-day snapshot of the most important activity on your Page. It presents a graphical summary of
- Page Likes (how many times your Page was liked and un-liked each day; and where your likes come from — the different spots on Facebook where people are clicking “Like” to connect to your Page).
- Post Reach (the number of people who have seen your posts).
- Engagement (the number of Likes, Comments, Clicks and Shares that your posts generate).
Facebook has included a helpful comparison to the previous week’s numbers; and there’s also a neat column showing keys metrics for the five most recent posts.
The look and feel of Facebook’s much-improved Insights is not dissimilar to Google Analytics, and is a helluva lot easier to work with than the previous incarnation.
There will be more on the deeper Insights in future posts.