Facebook Insights for Better Understanding of your Audience

If you are planning to set up a Facebook page for your business you must have a clear understanding of how your page is performing, how many people can see your post and who are your fans. Facebook Insights is an analytic tool provided by Facebook to give you’re a clearer picture of your page, fans and posts. The type of information you can see with Facebook Insights, include:

  • Which posts have the highest number of likes, shares and have comments
  • Does your target audience like your page, and how quickly is your fan-base growing
  • How much of your audience can see your posts on their Newsfeed

In this article I will give an overview of Facebook insights and how it can be used to grow your fan-base and improve customer responses.

Facebook Insights Overview gives you a detailed summary of your page performance.


Page Insights

  • Total Page Likes gives you a clearer picture of your Likes this week in comparison to last week. This is useful in a way that you can keep an eye on the changing trends and let you question, ‘why?’ if the page performance is gowning worse this week than the previous.
  • Net Likes provide sources whether the Likes on your page are organic through unpaid mediums, like search results, or paid, though an ad campaign. It also provides details of people who have Unliked your page recently. As long the number of Unlikes is just a small percentage of your total audience, there nothing to worry about.
  • Where the Page Like happened: People normally likes your page when they visit it, however, there is a feature Similar Page Suggestions that recommends your Page to someone who like other page. In order to recommend your page to the audience it is important that you enable the feature under page Settings.

This section helps you analyze when you are getting most or least Likes, in general, what works for you and what not, could be a promotion campaign, content or anything else.


Post Reach

Post reach is the number of unique people who see your post in a certain period of time; this includes both paid and unpaid sources. You can view a daily breakdown of your reach; do keep an eye for peaks and abysses on the graph to know why some posts are popular and some are not.

  • Monitor your trends of likes, comments are shares. Click no the graph to view posts relate to these trends.
  • A small percentage of Unlikes is nothing to worry about unless people are making your content as spam, this is something to keep a check on or Facebook may penalize you.
  • Total reach includes all posts visible to your audience including content posted on your page and displayed to your audience.


Page Visits

  • It shows the number of times your Facebook page or any tab of your Page is visited by someone. People normally do not visit your Facebook page once they hit like as they are relaying on you to share content on their Newsfeed.
  • This section also include Page visits from external links, if someone lands on your Facebook page from somewhere other than Facebook.


Post Insights

  • Post insights provide information when most of your fans are online, is it during daytime, afternoon, or at night so you may plan your posts accordingly. It is not always a good practice to post when your fans are online, as it will be very challenging to get their attention on the Newsfeed.
  • Post types give details of which of your post worked best like content, links or images, it’s good to keep a mix for versatility.
  • With post insights you can also track the best post of your competitors.


People Insights

  • You can view the demographics of your fan-base to examine you audience rather closely. Information like age, gender, location and language may help you plan your communication strategy accordingly.
  • People reach is the breakdown of your fans by region, city or language who see your posts. With this you can analyze if you’re reaching out to the audience you want to target.
  • Engagement is the breakdown of people on the basis of country, city and language engaged with your content

Having this valuable information you can actually decide on the people you want to target, the best time to approach your audience and what is the best way to reach them. If your campaign doesn’t go well you can always track people responses and try something new.


Shahrukh Saeed is a design savvy digital enthusiast focused to share latest tools, tricks & techniques of the web, digital marketing UX/UI & SEO with business startups and learn from experts in the field.


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