With more than 2,700 million monthly active users and 1,820 million daily users, Facebook is the largest social network in the world. What began as a way for college students to connect has become an essential marketing tool for more than 90 million small businesses. All those users generate a large amount of data. To help businesses take advantage of the enormous amount of information created within the platform, Facebook launched its Insights tool, which shares data on the best day to post, the ideal time to post, and which posts are performing well. If you’re marketing on Facebook, understanding how all of those numbers relate to your business and your audience can be confusing at first. But do not worry. This post explains how to analyze Facebook data to get valuable metrics on who visits your page and clicks. In the end, you’ll better understand how Insights can help you connect with current and potential customers. Have a new Facebook business page? Find everything you need to know to elevate your organic and paid efforts in this Facebook Marketing Course.
How to analyze Facebook data
Facebook Insights is divided into two main categories: Audience Insights and Page Insights. Audience Insights provides metrics about your Facebook audience, helping you create relevant content, improve ad targeting, and attract more people to your page. Page Insights shows analytics for your page, so you can see which posts are performing well and which are not. This post focuses on Audience Insights, to help you understand both current and potential customers. For an in-depth look at how to collect information from Page Insights, check out this facebook marketing guide. To access the data goldmine in Audience Insights, you must first create a business page. Once your page is set up, navigate to Audience Insights by clicking Analyze and Report on the Business Tools menu. Now comes the investigation. Check out your company’s target audience profile for reference, because it’s time to do your research.
Step 1: choose your audience.
A pop-up window will appear and ask you to choose from the following options: Everyone on Facebook – Start here to learn about refining your target audience or attracting new people to your page. People Connected to Your Page – Click this to learn more about all the people who like your page to see if your target audience shows up. This part requires some strategy. Are you using Insights to build a buyer image, see if your strategy is attracting the right people, learn about your audience’s interests, or something else entirely? By having a goal in mind, the information is easier to use.
Step 2: Filter to fit your goals.
With your goal set, it’s time to narrow your audience. You can filter based on: Location, age and gender Interests Page connections
Knowing where in the world your audience lives is helpful for many reasons. If you have an online store looking to expand, you may want to know if a specific country is interested in your products. If your business has a physical location, select your city to get relevant local metrics. And if you are not subject to location restrictions, keep it open including countries around the world.
2. Age and sex
All Facebook users must be 18 years or older, so keep that in mind when evaluating audiences. If you have a specific buyer persona you are researching, filter by that age range. But if you’re looking to expand your audience, it’s worth extending your age range or considering both genders to see if you’re losing potential customers.
This is where filtering gets fun and a bit tricky. Keep your search broad by selecting a handful of common interests, such as food and reading, or select dozens of interests for a specific group of people. You have the freedom to play with dropdown filters or type anything you can think of in the search bar. Cooking, Entertainment, Adventure, Flying, Technology, Cake. The list goes on, so let your imagination run wild. Just keep an eye on the number of people in your audience as you refine. If it falls below 1,000 people, Facebook won’t fill in the data.
4. Page connections
This filter shows the top “Like” pages of the people within your audience profile. If you are looking for competitors, this may let you know who to look at. Maybe you’re looking for content inspiration, and browsing the connected pages will give you ideas for a collaborative campaign or promotional giveaway. Either way, it’s good to know what other pages appear in your audience’s newsfeed.
Step 3: understand your audience.
Sound the applause – you’ve leaked your audience’s profile. Now is the time to dive into four categories: demographics, page likes, location, and activity.
Facebook Insights lets you go beyond the basics to view audience insights, including language, relationship status, education, job titles, and market segments. Let’s say you are a new food blogger targeting men between the ages of 18 and 32. If you enter that information, you can get a detailed view of what your audience does for the job, how educated they are, or even if you are cooking primarily for one or more people. If your ideal audience turns out to be largely single with time-consuming office jobs, this can help you focus your content strategy. Maybe your audience would like a post on easy lunch ideas for work or meals that are even better as leftovers. I’m generalizing here, but the deeper you dig into the demographics, the more data you’ll have to hone your marketing efforts.
I like the page
Similar to the interest filter, this option shows what your audience likes. Check out the top categories to see what matters most to people, with options like movies, charities, business, music, public figures, news and media, and products. Perhaps those men who prepare meals for you are interested in television series like “The Chef Show” or “Chef’s Table.” If you were to create a blog post roundup of your favorite cooking shows or episodes, you would probably do well with that audience. The key here is to see what content is relevant both inside and outside your industry to review competitors and related interests.
Use this filter to explore the main countries, cities and languages of your audience profile. Let’s say you reside in the United States, but discover that your audience has a significant presence in Montreal, Canada. It may be worth adjusting your marketing efforts to include content that targets both Americans and Canadians. And if you expand your audience, you may even consider adding a French option to your website to serve Québec customers.
See how active your audience is compared to the average Facebook user. The most important information in this section is activity from the last 30 days, broken down by actions such as Comments, Liked Posts, Shared Posts, and Clicked Ads. Maybe you’re interested in running Facebook ads, but you’re not sure if someone in your audience would click. With the Activity data, you have a better idea of how many people would take action. For a more detailed look at how to analyze the performance of Facebook ads, take a look at this Facebook advertising guide.
Explore more Facebook statistics
Now you can wield the power of Audience Insights to help you build buyer personas, hone your target audience, and expand your customer reach. But if you’re on a research roll, you can explore more metrics in Page Insights to see how your content is performing, what people are resonating with, and which posts to promote. So the next time you’re wondering if you’re attracting the right followers or looking for out-of-the-box ideas to engage your audience, get Facebook Insights and put the data to work.