You can't know how successful you've been with your social media efforts until you start measuring it, and Facebook has a robust insights dashboard to help you track your KPIs so you can benchmark your social media strategy, see where you stand on meeting your goals and create strategies for the future. In this video, I'm going to walk you through Facebook Page Insights. For this walkthrough, I'm going to use this speech from Paco Chierici. He's an author. He wrote Lions of the Sky an action-packed novel about fighter pilots. Having been a Navy pilot himself, he has many interesting stories to tell and footage to share on his Facebook page, and that's how he attracts readers to buy his book. While Facebook provides many different resources and tools to help you manage your page, we'll take a tour of Insights, which is Facebook's native analytics tool, and demystify it for you. After you click "Insights", you land on this page. You'll see a long menu of items to explore on the left. We'll start with the overview page, which is the default home page of this dashboard. The overview starts with a one-stop shop summary of your business page, which is your businesses homepage page on Facebook, as opposed to individual posts within user's feed. It starts with actions on page, which counts any clicks within your page. Page views is anytime anyone went to your page to take a look around. Page preview comes when users have hovered over your page name to see a pop-up preview. Page likes are how many people have liked your page, which Facebook breaks into organic and paid. These are the stats that can help you understand who's going to and engaging with your business page. We'll look at these expanded metrics in a bit. Next, this overview gives data on your content, including post and story reach, post engagement, which is anytime someone likes or comments on your post, and videos, which includes any place that last longer than three seconds. This overview also shows you how many times followers recommended your page, how many followers you have, and the number of orders you've received, if your page is set up to sell. You can change the range of this data from the past week to the past four weeks. You can also export your data into a report. Scroll down and you'll find your most recent posts that shows you useful data like, when they were posted, post type, your target audience, each post's reach and total engagement. Facebook also lets you add other pages that are similar to yours. You can see how your performance stacks up to comparable business pages. Your overview will tell you a lot already and give you a bit snapshot as to how your Facebook page is doing. But let's go deeper into what we can learn from the dashboard on the left navigation. Ads is going to bring you to your Ad Center where you'll manage all of your paid posts. Here you can create ads and track the engagement on your ads. We will focus on ads in our next two courses. Your followers section is going to provide you an overview of the number of your followers, the changes in your followers, and where they're coming from. Drag the slider in the first chart to adjust the date range for your data. Total page followers will show you your total audience. Click on a" Date" to learn more about where those followers came from. Click on "Total Page Followers" on the right below benchmark to see your average growth. Page followers allows you to view your audience by organic and paid followers. Finally, this dashboard shows you where users were in Facebook when they followed you. The likes section of the dashboard is going to show you similar data. Your total page likes with benchmarking, the number of page likes whether they were organic or paid, and where you're likes happened. Remember that this is engagement for your business page and not yet for your individual posts. Reach is going to dig into how many different Facebook users saw your posts, broken down into organic and paid. Scroll down to the bottom to find total reach, which is account of any user who saw anything from your business page. Here you'll also find anytime someone recommended your page in a post or comment, and your audience frequency of liking, commenting on, or sharing your content. Page views is just going to be an overview of how many times your business page is being viewed. Here though, you can view analytics broken down into what sections of your page people are viewing most, and also who's viewing according to age, gender, location, and which device they're using. Finally, you can see the top sources of where your views are coming from. Page previews shows you how many people have hovered over your name to view a preview of your page. Again, it shows the total views and also breaks it down by age and gender. Actions on page is going to tell you who clicked a link and what link it was. The link to your website or your businesses phone number or another action button you created. This information is broken down into who clicked what by age, gender, location and device so you can see who in your audience is seeking out more information. The post section is going to be incredibly helpful as Facebook has done most of the work for you in auditing your content. Here you'll find a list of all your posts when they were posted, and how your audience engaged with that post. You'll discover your reach as well, and Facebook even adds a handy guide to what type of post you have and whether it contains a link, a photo, or a video. You can also change your reach filter and your engagement filter to discover more about your posts. Use this section to help you see which posts are resonating the most with your Facebook audience, so you can keep creating great content for them. You can find out when your followers are on Facebook on this dashboard too, which will help you plan which days and times to post in order to maximize your reach. You can also track the success of different post types and how other comparable pages' posts are doing as well. Events will take you to your events dashboard, where you can create events, track engagement, and anticipate your audience. Videos will show you your top videos and how long they were viewed for. Stories will give you insights into your Facebook stories. The people dashboard lets you discover more about your audience, broken down by fans and followers. Here you'll find there ages, gender, where they're from, and what language they speak, and this data can let you know whether you are indeed engaging with your target audience, or if there are different segments following you that you didn't expect. The messages dashboard will give you information on who's contacting you through Facebook Messenger. Finally, the orders dashboard will track any sales if your setup for e-commerce. Facebook also allows you to check insights individually for each post. Simply click on "People reached" or "Engagements" in the status bar beneath your posts, and a window with at-a-glance stats will pop up. You'll find to reach, how many likes, comments, and shares and any click-throughs. It will also tell you any negative feedback your post received, like if someone reported it as spam for instance. You'll also find your reach and impressions broken down by organic and paid, so you can track any promoted or paid posts. As you start to interact with the analytics for your business page, you'll become more comfortable with these dashboards, and you'll discover the best way you can use the data. Remember that analytics are a great resource to surface what's going well with your content, what to improve, and new strategies to implement going forward.
