A Guide to Facebook Insights

A Guide to Facebook Insights
October 17, 2016 Madeleine Helme

Are you using Facebook to help promote your business? It’s a platform that can produce some great results for all kinds of businesses and brands. However, it can be easy to get into a routine without stopping to think about whether what you’re doing is producing the right results. Is your content encouraging engagement from your audience, and is your audience growing?

Luckily, Facebook has tools to help you answer these questions, and many more. Facebook Insights is a free tool available for all Facebook page managers. It helps them monitor and analyze the activity taking place on their page. It can be accessed by clicking on the “Insights” tab at the top of your page.

Once you’re there, you’ll be presented with lots of different tabs, each one filled with graphs, charts and figures on lots of different aspects of your Facebook activity. Here are some of the key insights you should pay attention to when tracking your social activity.


On the “Likes” tab, you can see how many people like your page and its change over time. This is a good indication of how successful your content strategy is and whether you need to change it. If you haven’t gained any new likes in a while, think about how you can attract a wider audience. It may be worth running Facebook ads to earn more likes.

If you see a sudden spike or drop in your number of likes, take a look at the content you shared around that time to see if you can find an explanation behind this occurrence. You can also see where page likes happened, i.e. on your page, in the user’s timeline, or elsewhere.


Your post reach shows how many unique Facebook users have seen your posts. This is affected by the number of people who like your page, how much they interact with your content, and how many times your posts have been shared. If someone shares one of your posts, this will appear in the timelines of their Facebook friends too. So, your reach may be larger than the number of people who like your page.

If your reach is low, that means people aren’t seeing your content. This means you’re not going to get any conversions or increased awareness from your Facebook activity. You can pay to boost your posts in order to gain more reach.


The aim of pretty much any social media platform is to produce and share engaging content. On Facebook, you want your audience to like, comment on, share, and click on your content. Clicks through to your website or app are a good indication of how well your audience is converting from your page. Shares are also valuable as they get your content seen by more potential customers.

You can see the engagement activity on your posts in the “Posts” tab on Facebook Insights. This allows you to see which individual posts performed well, so you know what types of posts and what kinds of content are popular amongst your audience. You may find that video posts perform better than text posts, so you know to focus on video in the future.


Facebook Insights give a lot of information into who is viewing, liking, and engaging with your page and content. You can find demographic information on your audience, such as their age, gender, location, and what device they are using. This can give you a good idea of whether you are attracting the right kind of audience in relation to your target market.

You can also find information about when your audience is online and when they are most likely to engage with your content. This can help you to schedule your posting times around when your audience will be active in order to reach as much of your audience as possible.

With all these data segments, you can select what time period you want to monitor by setting a start and end date. This can help you to track trends across time and at certain points of the year. You can also export your data to Excel to help you keep track of your activity and monitor any trends.

If you want to take a more in depth look into your Facebook activity and are willing to pay for it, other tools are available online. Examples of these tools include AgoraPulse, which starts from $29 per month and goes up to $99 per month, and Simply Measured, for brands who are dedicated to using Facebook and have the budget for a $500 per month subscription.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.