Facebook Insights User guide

Transcription

1 Facebook Insights User guide

2 2 Overview Facebook Insights brings the page administrators valuable perspective on the performance of the pages they manage. Analytics allows integration of Insights data in order to offer more detailed page analysis for the Pages you administer. Integrating the two can be done in three, easy steps. If you have trouble with these steps, please don t hesitate to contact our support team at support@socialbakers.com. Activation If you are using a Facebook account with administrator rights for the page (and you are monitoring the page within Analytics), go to the Page Detail from your Dashboard by clicking on the name or thumbnail of the page. If you are not the admin for the page, please contact your admin to make you one. Once in the Page Detail, look for the Facebook Insights option in the left-hand menu. Click the Activate Insights button.you will be asked to grant us a Facebook permission token, so that Socialbakers can download the Insights data on your behalf. Once you agree to this, Insights should be fully operational within Analytics. On the left hand menu, Facebook Insights has the following categories: Likes, Reach, Visits, and People. After clicking on the Posts tab, you will see Facebook Insights metrics for each post.

3 3 Likes Total Page Likes The total number of people who have liked your Page Net Growth (Organic Likes + Paid Likes) - Unlikes Where Your Page Likes Come From The number of people who liked your Page, broken down by the most common places where they can like your Page. In the pie chart, after clicking on the section Other, you will see a new pie chart with the distribution of sources that are included in the category Other Where Your Likes Come From Here is the list of the most common Like sources, that are defined in Facebook Developers Insights documentation: External Connect People who liked your Page from an external site using a Facebook social plugin (your website, blog etc.) Fan context story People who like your page through the hover over context part that pops up when their friend mentions the page. Mobile ads People who clicked Like on an Ad or Sponsored Story pointing to your Page from a mobile device Page browser People who liked your Page using Facebook s Page Browser

4 4 Page profile People who liked your Page on the Page itself Page suggestion People who liked your Page through an invite from an admin Timeline People who liked your Page from the Likes section of their own Timeline or someone else s Ads People who clicked Like on an Ad or Sponsored Story pointing to your Page Registration People you added to your Page as admins Mobile People who liked your Page from a mobile device Wizard suggestion People who liked your Page in the New User Wizard when registering for Facebook Profile connect People who liked your Page on the Page itself or in a News Feed or ticker story Recommended pages People who liked your Page from a Recommended Pages unit on the right column of Facebook Favorites Other Pages that have liked your Page Api People who liked your Page through an app developed by a third party Hovercard People who liked your Page from the popup window they get when they hover over a link that leads to your Page Search People who liked your Page from their search results Ticker People who liked your Page from a story they saw about it in ticker like-story a story they saw about a friend liking it Feed Chaining People who liked your page, after they interact with the public content in the news feed. For example after liking the page there is displayed a feed with recommended related pages that users can like. Other possible sources Reminder Box Recommendation, Like Story, Timeline Collection, Sponsored Story, Mobile Page Browser, Mobile Page Suggestions On Liking, Needy Page Suggestion Megaphone, Reminder Box Invite, Photo Snowlift, Unconnected Story

5 5 Reach Engaged Users The number of people who engaged with your Page. Engagement includes any click or story created. It includes liking, commenting, sharing the content and also stories that weren t the result of a click on your content - Liking your page, any User post that tags/mentions your Page and was not written on your Timeline, Checkin executed via mobile device without navigating to your Page, and Liking your Page from a user-generated story not from your Page or Page content. Total Page Impressions The number of impressions seen of any content associated with your Page Organic Page Impressions The number of times your posts were seen in News Feed or Ticker or on visits to your Page. These impressions can be Fans or non-fans Paid Page Impressions The number of impressions of a Sponsored Story or Ad pointing to your Page Total Page Reach The number of people who have seen any content associated with your Page

6 6 Organic Page Reach The number of people who visited your Page, or saw your Page or one of its posts in News Feed or Ticker. These impressions can be Fans or non-fans Paid Page Reach The number of people who saw a sponsored story or Ad about your Page Frequency of Page or Post Reach The number of people your Page or your Page posts reached broken down by how many times people saw any content about your Page or Page post Total Post Impressions The number of impressions that came from all of your posts Total Post Reach The number of people who saw any of your Page posts Likes, Comments, Shares The number of times people liked, shared, and commented the posts Page Negative Feedback The number of times people took a negative action. There are following types of negative actions - unliking the page, hiding all posts from the page, hiding a post or reporting the post as spam, and x button clicks Other Page Activity The number of stories about your Page, broken down by story type: Fans, Page posts, User posts, Mentions Page Consumptions (Total) and Page Consumer (Unique) The total number of clicks and the unique number of people that clicked on any piece of your content (whether the click generates a story or not). Stories generated without clicking on Page content (e.g. liking the Page on Timeline) are not included

7 7 Post Consumptions The number of clicks on your posts, by type. The clicks can be from following sources: Link clicks, Photo views, Video plays, or Other. Clicks generating stories (including Likes, Comments and Shares) are included under Other Clicks Visits Page & Tab Visits Tabs on your Page that were viewed by users on your Page. The Tabs can be Timeline, Info, Photos, Events, or Others. External Referrers Top referring external domains sending traffic to your Page. In the pie chart after clicking on the section Other, you will see a new pie chart with the distribution of sources that are included in the category Other.

8 8 People Fans & Engaged & Reached by Country Aggregated Facebook location data, sorted by country, about the people who like, have been reached, or engaged with your Page Fans & Engaged & Reached by City Aggregated Facebook location data, sorted by city about the people who like, have been reached, or engaged with your Page Fans & Engaged & Reached by Language Aggregated Facebook location data, sorted by language about the people who like, have been reached, or engaged with your Page Fans & Engaged & Reached by Demography Fan data by age and gender who like, have been reached, or engaged with your Page Fan Growth by Demographics Evolution of the growth of Fans, based on the age and gender information they provide in their user profiles

9 9 Evolution of Fans & Engaged & Reached by Demography Evolution of Fans & Engaged & Reached on the age information they provide in their user profiles Post section

10 Reach The number of unique people who have seen your post. It can be paid or unpaid Reach Engagement Of those who have seen the post, the percentage of how many users who have clicked Like, Comment, or Share. Interactions/ Reach Engaged Users The number of unique people who have clicked anywhere on your post Talking about this The number of unique people who have created a story from your post. Stories include: Liking, commenting on, or sharing your post, answering a Question, responding to an event Virality The number of unique people who have created a story from your Page Post as a percentage of the number of unique people who ve seen it. Talking about this/ Reach Post clicks The total number of clicks, not including comments, likes and shares Negative feedback Includes unliking, hiding a post or reporting the post as a spam Lifetime post stories Total sum of Likes, Comments, Shares including those from shared posts Total Likes Total sum of Likes including Likes from shared posts Total Comments Total sum of Comments including Comments from shared posts Total Shares Total sum of Shares including Shares from shared posts

11 11 Useful tips You can download every metric in form of an image or as a csv. The majority of metrics can be displayed in the form of the evolution or distribution. Distribution is displayed in the form of a pie chart. Some of these metrics are in real-time and updated every 15 minutes. You can easily check the trends for the metrics from the section - Reach from last Day, 7 Days, 28 days. This is not possible in Facebook Insights. Trends 7 days the graph shows the moving average of the selected metric during the selected time range 28 days the graph shows the moving average of the selected metric during the selected time range The moving averages are great way, how to see the trends of the metrics.

12 12 We hope you enjoyed the Socialbakers Facebook Insights User Guide! If you have any further questions, please do not hesitate to contact us. You can reach our support team at Contact Social Media Experts Get more information at analytics.socialbakers.com