Last week, I gave a presentation on New Facebook Insights for Banyan Branch, a social media agency in Seattle. This blog post will be cross-posted to the blog at Banyan and the PowerPoint may end up on SlideShare, but here is my blog post version:
Where are New Facebook Insights?
You must be an admin of a Facebook page to have access to Facebook Insights. New Facebook Insights are located on the left of the page. Old Facebook Insights are on the right.
Some Dates & Numbers You Might Want To Know:
- Data for Old Facebook Insights stopped collecting December 15, 2011
- Old Facebook Insights are scheduled to be deleted February 15, 2012
- New Page Insights were Introduced October 6, 2011
- New Facebook Insights only go back as far as July 19, 2011
- In either the display or exported data, you can only get up to 500 posts
- You can only export up to 89 days worth of data
- You must have 30+ data points to qualify for insights
- There is a few days lag on displayed data in New Insights
- Exported data for Insights is available Daily, Weekly, and 28 day cycles
- Really high success might break insights data being displayed
Two Important Things Here:
- If you want access to your Facebook data prior to July 19th, you must export it before February 15th…and make sure you don’t exceed 500 posts or 89 days per export.
- If you are starting a new Facebook page, your Insights aren’t going to show until you have 30 of something (likes, fans, etc.).
Old Facebook Insights
Old Facebook Insights showed information related to Active Users (views, visitors, new likes, etc.) and their Interactions (likes, comments, etc.).
To analyze Old Insights, you would look at the peaks and valleys to see what your Active Users found engaging and when (or when they weren’t active and why). Or you could look at your individual post data to see what specifically they liked and the impression each post made (useful for campaigns, contests, polls, etc.)
What Has Changed With New Facebook Insights?
With New Facebook Insights, the old metrics are no longer displayed…at all. You can still get them if you export your data, but Facebook has had a makeover. They allow you to do more with your data and they are encouraging you to change how you do your reporting.
The New Facebook Metrics:
- Total Likes: The number of people who have “liked” your page. The percentage increase up or down defaults to the past 7 days of displayed data; you can view the date period by hovering over the percentage number and you can change the date range, which will change the number.
- Friends of Fans: Shows the potential reach of your page’s content via the friends of people who have “liked” your page. This will fluctuate and is most useful for ads that friends of your friends will be exposed to.
- People Talking About This: The number of unique people who have created a “story” regarding your page, which means any type of interaction within the date range such as a comment, share, like, tag, response to an event or question, etc.
- Weekly Total Reach: The total number of people who have seen content regarding your page, including ads or sponsored stories pointing to your page over 7 days.
These metrics are available on the overview page for “Insights”
Please note that “Total likes” and “Friends of Fans” are Lifetime metrics, meaning they are an aggregate of the total sum since the beginning of your page’s existence. However, Weekly Total Reach and Talking About This are weekly sums (7 days) going back from the last day of displayed data (which isn’t always today due to a lag).
Also note also the percentage increase (in green with a green arrow in this example) next to each of the four metrics. This number is for the last 7 days for all four metrics. If your numbers went down, this metric will be red and the arrow will point downward.
Finally, note that the area graphic showing Reach and Talking About This over time is showing weekly data. If you hover over one of those dots, you are looking at 7 days worth of data.
Beneath the area graphic, you can look at a list of your individual posts (just one post is shown below) and determine how effective each post was against other posts or sort by category to determine which posts are the top performing.
- Reach is the number of unique users who saw your post.
- Engaged Users is the number of unique people who have clicked on your post.
- Talking About This is the number of people who have Liked, commented on, shared, or responded to a post, question, or event.
- Virality is the “Talking About This” number divided by the “Reach” number.
You can also filter by Post Type. Each post will have an icon next to it that will help you to identify which type of post it is. Sorting by types of posts can help give insight into what is working best for your page.
More Details on New Facebook Insights
- The “Likes” tab displays the information in the old Facebook insights reports: how many people have liked your page, how many people have unliked your page, etc.
- The “Reach” tab shows you information about who saw any content about your Page. This will include both fans and nonfans.
- The “Talking About This” tab shows you who has created a story about your Page.
For each, you get information on demographics, such as gender, a bar chart for age groups, top countries, and top cities. You also get source information for where your traffic is coming from.
Skip to the Point. So What?
Okay…so how does this help you?
I would say there are three major takeaways for New Facebook Insights:
- You Will Have To Adapt From Old Facebook Insights to New Facebook Insights
Impressions, Active Users, and Shares have been replaced. We now have Weekly Total Reach, Engaged Users/Views/Visitors and Talking About This. You can still get the Old Facebook Insights metrics from exporting the post data, but I don’t think Facebook is going to switch back, so you might as well hop on board with the new insights metrics.
This is an adjustment, but in the long run it’s a benefit because you can see not just who is a fan of your page, but potentially how many people you could be reaching through those who are engaging with you.
- Use New Insights To Improve Engagement and Influence
You can analyze peaks and valleys in your new metrics just like the old ones to determine not just when people are most engaged with your page (or when they stop being engaged), but also how many people they are reaching with your content.
You can look at your individual posts and filter by Talking About This or Virality to see which posts resonated the most with your audience. Once you figure it out, post more of what is working! This will help you build a page that attracts more likes, retains more fans, and grows your community.
- Determine How Your Facebook Is Doing Against Competitors
Guess what? “Fans” and “Talking About This” (weekly) are public metrics. They are located on the left of every Facebook page. What this means is that you can now compare your Facebook page to other Facebook pages. Just divide “Talking About This” by “Total Fans”.
Prior to “Talking About This” all you could do was look at the fans that other pages have, but this isn’t always a helpful metric. Some products or companies are going to have millions of fans even if their Facebook doesn’t engage their community at all. “Talking About This” helps you see how engaged fans are with a Facebook page, not just a product. Since health is expressed as a percentage, you won’t be trying to compare total likes for wildly different products or companies.
“The People Talking About This statistic is the one to watch. Watch your competitors’ numbers to monitor what is working for them. For an accurate picture, take the People Talking About This number and divide it by the total number of fans. Healthy pages have percentages between 1% and 5% (or more for great interaction).” -www.socialmediaexaminer.com
Exported Data for New Facebook Insights:
Still not satisfied? Don’t worry. Facebook has provided LOTS more with the Export function for New Facebook Insights. If you are a brave enough, you can export your data. You can export it at the Overview or for the individual tabs for Likes, Reach, or Talking About This. I’ll even show you what this data looks like for the Overview.
First, you’ll come to a screen that looks like this:
Note that you can choose either Post or Page data. Note that you can also set the date range but that you can’t pull more than 500 posts or posts prior to July 19th.
Post Level Data For Facebook Insights
Post level data is simpler. If you export Post Data into Excel, you will get five tabs…and lots of columns. I wrote them all out in the table below as a reference guide.
|Tab Name||Description||Data Available By Column|
|Key Metrics||Description, Post ID, Message , Posted date, Lifetime Post Total Reach, Lifetime Post Organic Reach, Lifetime Post Paid Reach, Lifetime Post Viral Reach, Lifetime Post Total Impressions, Lifetime Post Organic Impressions, Lifetime Post Paid Impressions, Lifetime Post Viral Impressions, Lifetime Engaged Users, Lifetime Talking About This (Post), Lifetime Post Stories, Lifetime Post Consumers, Lifetime Post Consumptions|
|Lifetime Talking About This||The number of unique people who created a story about your Page post, by action type. (Unique Users)||Description, Post ID, Message, Posted, like, comment, share|
|Lifetime Post Stories By Action||The number of stories created about your Page post, by action type. (Total Count)||Description, Post ID, Message, Posted, like, comment, share|
|Lifetime Post Consumers By Type||The number of people who clicked anywhere in your post, by type. Clicks generating stories are included in “Other Clicks.” (Unique Users)||Description, Post ID, Message, Posted, other clicks, link clicks, video play, photo view|
|Lifetime Post Consumptions By…||The number of clicks anywhere in your post, by type. Clicks generating stories are included in “Other Clicks.” (Total Count)||Description, Post ID, Message, Posted (date), other clicks, link clicks, video play, photo view|
Page Level Data For Facebook Insights
Page level data will frighten you. Here’s what you get with Page level data exported for New Facebook Insights (assuming I didn’t blink and miss one…which is possible):
- Key Metrics (with 66+ columns!…I’ll show you the columns in a second)
- Daily Like Sources
- Daily Viral Reach By Story Type
- Weekly Viral Reach By Story Type
- 28 Days Viral Reach By Story Type
- Daily Viral Impressions by Story Type
- Weekly Viral Impressions by Story Type
- 28 Days Viral Impressions by Story Type
- Daily Total frequency distrib…
- Weekly Total frequency distrib…
- 28 Days Total frequency distrib…
- Daily Posts frequency distrib…
- Weekly Posts frequency distrib…
- 28 Days Posts frequency distrib…
- Daily Viral frequency distrib…
- Weekly Viral frequency distrib…
- 28 Days Viral frequency distrib
- Daily Talking About This by…
- Weekly Talking About This by…
- 28 Days Talking About This by…
- Daily Stories By…
- Weekly Stories By…
- 28 Days Page Stories By…
- Daily Consumers by cons…
- Weekly Consumers by cons…
- 28 Days Page Consumers by cons…
- Daily Consumptions by type…
- Weekly Consumptions by type…
- 28 Days Page Consumptions by type…
- Lifetime Gender and Age
- Lifetime Countries
- Lifetime Cities
- Lifetime Language
- Weekly Reach Demographics
- Weekly Reach By Country
- Weekly Reach by City
- Daily People Talking About Age and Gender
- Weekly People Talking About Age and Gender
- 28 Days People Talking About Age and Gender
- Daily People Talking About Country
- Weekly People Talking About Country
- 28 Days People Talking About Country
- Daily Language
- Weekly Language
- 28 Days Language
- Daily Logged in Tab Views
- Daily External Referrers
Wow that’s a lot of data! And it’s only just the beginning. The Tab for “Key Metrics” has over 66 columns. Here’s what they are:
|Tab #1||Columns with data… (66+)|
|Key Metrics||Daily People Talking About This, Weekly People Talking About This, 28 Days People Talking About This, Daily Page Stories, Weekly Page Stories, 28 Days Page Stories, Lifetime Total Likes, Daily New Likes, Daily Unlikes, Daily Friends of Fans, Daily Page Engaged Users, Weekly Page Engaged Users, 28 Days Page Engaged Users, Daily Total Reach, Weekly Total Reach, 28 Days Total Reach, Daily Organic Reach, Weekly Organic Reach, 28 Days Organic Reach, Daily Paid Reach, Weekly Paid Reach, 28 Days Paid Reach, Daily Viral Reach, Weekly Viral Reach, 28 Days Viral Reach, Daily Total Impressions, Weekly Total Impressions, 28 Days Total Impressions, Daily Organic impressions, Weekly Organic impressions, 28 Days Organic impressions, Daily Paid Impressions, Weekly Paid Impressions, 28 Days Paid Impressions, Daily Viral impressions, Weekly Viral impressions, 28 Days Viral impressions, Daily Reach of page posts, Weekly Reach of page posts, 28 Days Reach of page posts, Daily Organic Reach of Page posts, Weekly Organic Reach of Page posts, 28 Days Organic Reach of Page posts, Daily Paid Reach of Page posts, Weekly Paid Reach of Page posts, 28 Days Paid Reach of Page posts, Daily Viral Reach of page posts, Weekly Viral Reach of page posts, 28 Days Viral Reach of page posts, Daily Total Impressions of your posts, Weekly Total Impressions of your posts, 28 Days Total Impressions of your posts, Daily Organic impressions of your posts, Weekly Organic impressions of your posts, 28 Days Organic impressions of your posts, Daily Paid impressions of your posts, Weekly Paid impressions of your posts, 28 Days Paid impressions of your posts, Daily Viral impressions of your posts, Weekly Viral impressions of your posts, 28 Days Viral impressions of your posts, Daily Total Consumers, Weekly Total Consumers, 28 Days Total Consumers, Daily Page consumptions, Weekly Page consumptions, 28 Days Page consumptions|
If you organize it…
Still with me? Remember there are a bunch of other tabs. Here are the definitions and all the metrics you get with each in the columns.
|Daily Like Sources||The number of people who liked your Page, broken down by the most common places where people can like your Page. (Unique Users)||Description, Date, page profile, hovercard, mobile, like story. page suggestion, api, timeline, recommended pages, search|
|Viral Reach By Story Type (Tab each for Daily/Weekly/28 Days)||Total number of people who saw a story about your Page by story type. (Unique Users)||Description, Date, fan, mention, user post, page post|
|Viral Impressions by Story (Tab each for Daily/Weekly/28 Days)||Total impressions of stories published by a friend about your Page by story type. (Total Count)||Description, Date, fan, mention, user post, page post|
|Daily /Weekly/ 28 Days Total frequency distrib||The number of people your Page reached broken down by how many times people saw any content about your Page. (Unique Users)||Description, Date, 6-10, 1, 11-20, 21+, 2, 3, 4, 5|
|Daily/Weekly/28 Days Posts frequency distrib||The number of people who saw your Page posts, broken down by how many times people saw your posts. (Unique Users)||Description, Date, 21+, 6-10, 11-20, 1, 2, 3, 4, 5|
|Daily/Weekly/28 Days Viral frequency distrib||The number of people your Page reached from a story published by a friend, broken down by how many times people saw stories about your Page. (Unique Users)||Description Date 1 2 3 6-10 4 21+ 5 11-20|
|Daily/Weekly/28 Days Talking About This by Story Type||The number of people talking about your Page, by story type. (Unique Users)||Description, Date, page, post, fan, mention, user post|
|Daily/Weekly/28 Days Page Stories By||The number of stories about your Page by story type. (Total Count)||Description Date page post fan user post mention|
|Daily/Weekly/28 Days Page Consumers by cons||The number of people who clicked on any of your content, by type. Clicks generating stories are included in “Other Clicks.” Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Unique Users)||Description Date other clicks link clicks video play photo view|
|Daily/Weekly/28 Days Page Consumptions by type||The number of clicks on any of your content, by type. Clicks generating stories are included in “Other Clicks.” Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)||Description Date other clicks link clicks photo view video play|
|Lifetime Gender and Age||Lifetime Aggregated demographic data about the people who like your Page based on the age and gender information they provide in their user profiles. (Total Count)||Date F.35-44 F.25-34 F.45-54 F.55+ F.18-24 M.35-44 M.55+ M.25-34 M.45-54 M.18-24 U.UNKNOWN F.13-17 M.13-17 U.35-44 U.25-34 U.45-54 U.55+ U.18-24|
|Lifetime Countries||Lifetime Aggregated Facebook location data, sorted by country, about the people who like your Page. (Total Count)||Description Date : Top Countries|
|Lifetime Cities||Aggregated Facebook location data, sorted by city, about the people who like your Page. (Total Count)||Description Date : Top Cities|
|Lifetime Language||Aggregated language data about the people who like your Page based on the default language setting selected when accessing Facebook. (Total Count)||Description Date: Top Languages|
|Weekly Reach Demographics||Weekly Total Page Reach by age and gender. (Unique Users)||Description Date F.45-54 F.35-44 F.25-34 F.55-64 F.18-24 M.45-54 M.35-44 M.25-34 M.18-24 F.65+ M.55-64 M.65+ F.13-17 U.35-44 M.13-17 U.25-34 U.45-54 U.55-64 U.18-24 U.65+|
|Weekly Reach By Country||Weekly Total Page Reach by user country. (Unique Users)||Description Date varies but shows as US etc.|
|Weekly Reach by City||Weekly Total Page Reach by user city. (Unique Users)||Description Date, varies but shows as city and state initials|
|Weekly Reach By Language||Total Page Reach by user selected language. (Unique Users)||Description Date, varies but shows as en_US|
|Daily /Weekly/28 Days People Talking About Age and Gender||The number of People Talking About the Page by user age and gender (Unique Users)||Description Date F.35-44 F.25-34 F.45-54 F.55-64 F.18-24 M.35-44 M.25-34 M.45-54 F.65+ M.65+ U.25-34 U.35-44 F.13-17 U.65+ M.55-64 M.18-24 U.45-54|
|Daily /Weekly/28 Days People Talking About Country||The number of People Talking About the Page by user country (Unique Users)||Description Date, varies but shows as US etc.|
|Daily /Weekly/ 28 Days People Talking About Language||The number of People Talking About the Page by user language. (Unique Users)||Description Date, varies but shows as en_US etc|
|Daily Logged in Tab Views||Daily Tabs on your Page that were viewed when logged-in users visited your Page. (Unique Users)||Varies by what tabs you have|
|Daily External Referrers:||Daily Top referring external domains sending traffic to your Page. (Total Count)||Varies by your referrals|
That concludes all I was able to look at for Exported Data.
Final Thoughts: What I Wish I Knew About Facebook Insights
New Facebook Insights doesn’t show what is being said about your page on your fans’ walls, but Facebook has built in an API that can be used to gather this information. News on the subject listed Context Optional, Wildfire, and Webtrends as partners, but I suspect social media analytic tools will be able to fill this need as well.
I wasn’t able to determine if people deleting stories on their wall will make “Talking About This” and related metrics go down. Same with people changing their privatization for what they share with whom. Does it affect the reach number if I limited a post to just certain friends? Retroactively? I’m not sure, but I will let you know if I find out.
Lots of bloggers, journalists and others have written about New Facebook Insights besides me. I scouted around and these were the best that I found. By “best” I mean the most comprehensive or easiest to understand or most accurate or in some way gave me something more than just definitions of the new Facebook Insights metrics (which you can get from Facebook—see resource number one).
My Favorite New Facebook Insights Resources:
- Clean guide straight from Facebook: http://ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf
- Online tutorial from Facebook: http://www.learnpageinsights.com/
- Timeline for updates on Facebook over the last year plus other goodies: http://www.insidefacebook.com/category/insights/
- Comprehensive guide to New Facebook Insights; very nice section on export data:http://www.fansbridge.com/guide-new-facebook-page-insights/
- Helpful Infographic on New Facebook Insights that visually explains the new metrics: http://blog.hudsonhorizons.com/Article/New-Facebook-Insights-Cheat-Sheet.htm
- A post from Search Engine Land on “Talking About This”: http://searchengineland.com/demystifying-facebooks-people-are-talking-about-this-metric-96104
- Social Media Examiner: A “healthy” page book page has a 1-5% score for Talking About This / Total Fans: http://www.socialmediaexaminer.com/4-ways-the-new-facebook-insights-can-grow-your-fans/
- Data comparing the “Talking About This” scores for Facebook pages (very cool!): http://www.logeeka.com/index.php/2011/12/facebook-page-people-talking-about-ranking/
- Explanation includes a nice table listing qualifiers for “Engaged Users” vs. “Talking About This”: http://blog.wcgworld.com/2011/12/new-facebook-insights
- Popular news and explanation of New Facebook Insights by Mashable: http://mashable.com/2011/10/02/facebook-people-talking-about/
- Popular news and explanation on New Facebook Insights from AdAge: http://adage.com/article/special-report-advertising-week/facebook-unveils-ad-unit-insights-tool/230170/
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