Facebook Insights: A Beginner's Guide [+ Step-by-Step Instructions]

Facebook Insights: A Beginner’s Guide [+ Step-by-Step Instructions]

If your brand has a business Facebook Page, you should invest time in understanding your Facebook Insights dashboard. It contains important data that will help you understand your page’s performance and is vital to its growth.

Features like weekly insight summaries and competitive data on other business pages make Facebook Insights a powerful tool that every marketer should use.

Let’s take a look at what Facebook Insights is, how to access it, and how to interpret the metrics it collects.

What are Facebook Insights?

Facebook Page Insights vs. Facebook Audience Insights

Where is Facebook Insights?

How to use the Facebook Insights API

How to export Facebook Insights data

Top Facebook Insights Metrics

How to interpret Facebook Insights

Facebook Page Insights vs. Facebook Audience Insights

Despite similar names, Facebook Insights and Facebook Audience Insights have completely different functions.

Facebook Insights visualizes incoming data from your Business Page so you can understand how users behave on your Page, what content they are interacting with, and how your Page compares to the competition.

On the other hand, Facebook Audience Insights are used for advertising campaigns and help marketers understand Facebook audiences in general (which may include those who follow your Page).

Screenshot of Facebook Audience Insights feature;  Facebook InsightsThe Platform includes information on user demographics such as location and relationship status, and user behavior including average ad clicks and comments.

Where is Facebook Insights?

To access Facebook Insights, you need a business page. Then follow these steps:

1. Log into Facebook and go to your feed. From your feed, click Pages in the left menu.

Screenshot of the left menu with the Pages tab circled in red;  Facebook Insights

2. Go to your page.

Screenshot of the left menu on the company page;  Facebook Insights3. Click Insights.

Screenshot of company page menu with insights circled in red;  Facebook Insights

From there, you can track various metrics such as: B. Engagement, View Time, Net Followers, Audience Demographics, Reach, and more! For top Facebook Insights metrics to track, read on or click here.

Facebook Insights tabs GIF

How to use the Facebook Page Insights API

The Facebook Page Insights API allows you to retrieve ad data to track your performance.

The API is particularly useful because it allows marketers to pull exactly the data they want to track, no matter how granular it is.

To get the data from the API, you need to determine what data you want to get and create an access token for that display so that only your team can access that information.

You then need to decide where to import that data, such as Google Sheets or HubSpot’s advertising engine in the Marketing Hub.

It allows you to integrate your Insights API into the platform and match it with data already in the CRM. This gives you a better understanding of the customer journey and gives you a 360-degree view of how your ads are performing.

How to export Facebook Insights data

1. Go to your feed and click Pages in the left menu as before. Then go to your page.

Screenshot of Company Page menu;  Facebook Insights

2. Click Meta Business Suite.

Company Page screenshot with Meta Business Suite tab circled in red;  Facebook Insights3. Then click Insights in the left menu.

Screenshot of Meta Business Suite menu with insights circled in red;  Facebook Insights

4. From there, you’ll see different tabs that you can use to export different insights based on your preference.

Screenshot of exportable Facebook Insights metrics

Top Facebook Insights Metrics

Your Facebook Insights dashboard shows the most important metrics about your business Page. You can get an overview of how your page is performing on any given day and adjust your strategy accordingly. Key metrics include:

  • To reach – The number of users on Facebook who have seen your content.
  • engagement – How many people liked, shared, reacted or commented on your content?
  • net followers –
  • 3 second video views – The number of times a video has been played for at least 3 seconds.
  • 1 minute video views – The number of times a video has been played for at least one minute.
  • pageviews – The number of times your page was viewed by Facebook and non-Facebook users.
  • I like this site – The number of Facebook users who like your business page.
  • actions on the page – How many actions users take on your LinkedIn Page, e.g. For example, clicking on a website link or asking for directions to your store.

For tips on interpreting your video insights, see this section.

How to interpret Facebook Insights

Before you start analyzing your data, make sure you know what questions you want answered. This will help you narrow down which key metrics to focus on.

Once you know that, start sifting through the data to look for patterns.

For example, let’s say you notice that your how-to posts get shared a lot more often than your other content. This may indicate that this type of content resonates more with your audience and adds value to them and their community.

As such, you might want to double down on these posts if your goal is to drive higher engagement.

Analyzing the data is one thing, but what you do next is more important. If you notice trends, take note and run experiments to learn more about what your audience wants.

This will help you learn more about your audience and develop content that meets their needs.

If your team wants to focus on video insights, scroll down to the Videos tab in the left sidebar and click on it. Once there, you’ll see your key video metrics, such as: B. Watch Time and Top Video Performers.

For tips on understanding your video insights, watch the video below. It’s about how to navigate your video insights dashboard and what your insights can tell you, broken down by performance, loyalty, audience and retention.

Your Facebook Insights dashboard contains so much information about your Page’s performance and your audience. By leveraging this data, you can create better content and generate more sales for your brand.

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