Facebook Insights: What You Need To Know

fb insights

Facebook Insights is Facebook’s analytics platform for their Facebook Pages. Using Facebook Insights, you can figure out exactly who your audience is, who your potential audience is, how people engage with your content and what kind of content people tend to like.

This data can then be used to help improve the overall performance of your page and to get people to like and share what you put out there even more.

Here’s how to use Facebook Insights.


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To access Facebook Insights, open up your page. The link to access Facebook Insights is on the Admin Panel, on the middle at the bottom.




They four most important metrics you have at your fingertips are your total likes, people talking about this and weekly total reach.


Your total likes tells you how many people have liked your page.

The people talking about this tells you how many people can created posts based on your content.

Finally, weekly total reach tells you how many people your page was exposed to in the last week. That includes friends who saw a share or a like on your page.





How much does each of your posts influence the number of people you reach? This graph will show you the relationship between the number of posts you make and your weekly reach.


Generally you’ll find that the more often you post, the more people will talk about your content.





How did each of your posts influence your users? Do specific posts have a stronger impact? The data in your per post data can give you all kinds of valuable information.

The reach number tells you how many people saw your post.

The engaged users number tells you how many people clicked on your post.

The talking about this number tells you how many people shared, likes or commented on your post and had the post appear on their feed as a result.

The virality number is the percentage of people who responded to your message, out of everyone who saw it. The higher this number, the more your message resonates with your audience.


You can narrow down your posts by post type, so you can see exactly which types of posts generate the highest levels of response or engagement.




Who likes your content? Are they male or female? How old are they? What country are they from? Facebook Insights can give you all that data and more.

Click on “Likes” in the Facebook Insights submenu on the top.


First, you’ll be presented with the demographics of people who liked your content.


This gives you the breakdown by gender, age, location and language. Furthermore, you can also get data about where your likes came from. Were they from your page? Were they from recommendations? Did they come from something else?





Facebook Insights can also give you all kinds of data about how people reached your page. Did they reach you through paid means? Or did they reach you through a friend?

To access this data, click on “Reach” in the Facebook Insights submenu.


Much like with “likes,” you’ll be presented with a screenfull of data that breaks down your reach by demographics: Age, gender, location and language.

In addition, you’ll also have a graph that shows you how users reached your page in the first place.

Organic is essentially anyone who didn’t see your page via a paid means. They could be existing fans of your page who saw your content in their feed, it could be a non-fan who saw your content from a friend’s share, it could even be search engine traffic.

Paid tells you how many people saw your page via sponsored links.

Viral tells you how many people saw your content via their friends. If they got to your page from a friend’s like, share or comment, you’ll see it here.





How many people are talking about your page? Who’s talking about you? To learn more, click the “Talking About This” link in the submenu on the top.


Once again, you’ll be presented with the demographics data of the people who’re talking about you.

In addition, you’ll also get to see a graph of how many people are talking about you and the overall virality of your page.


Improving your page’s performance is all about figuring out exactly what kind of content your users like, then giving them more of that. If you find that certain kinds of posts you make consistently generate more likes and shares than other kinds of posts, focus all your attention on creating just those kinds of posts.

Analyze your demographics data and figure out who you should be talking to. Even if your whole market is huge and spans a wide demographic range, the reality is often time’s the people who respond to your message will be from a small subset of that demographic. Figure out what that subset is and talk to them specifically.

Facebook Insights can be a tremendously powerful tool for figuring out who your audience is, what they want and what they respond to. It can be your compass as you navigate your Facebook Page to success.


Understanding Facebook Insights


0 - Facebook-Insights

Facebook Insights is Facebook’s analytics for Facebook pages. Using Insights, you can see how many people are viewing your page, liking your page, commenting on your page and more.

You can separate your data by age, geography and gender. This information can come in handy both for Facebook Ads as well as advertising in other areas of your business.

Here’s how to access and understand Facebook insights.


On your Facebook home page, go to the left panel and click on your page to access it.

1 - Access-fb-page

On your Admin Panel, go to the Insights Box and click “See All”.

2 - page-admin-panel



The Page Overview screen gives you the two most important pieces of data at one glance: Your user overview and interactions overview

Your user overview looks like this:

3 - page-overview

Here’s what each stat means:

  • People Talking About This – How many people have created a story about you? (likes, comments, shares, mentions, tags, etc)
  • Total Likes – How many likes has your page gotten, total?
  • Weekly Total Reach – How many people have seen any content associated with your Page?

Below the numerical stats is a graphical representation of your user activity, charted in graph form.

Below the user data is the Interactions data. Here’s what it looks like.

4 - overview-data



Click on the Likes tab on the top to access detailed likes data.

5 - likes

The first graph shows the Demographics and Locations of your likes.

6 - demographics

Along the top is a graphical breakdown of your female to male audience percentage. It’ll also break down your audience by age groups. The data is viewable both numerically and visually.

Along the bottom you can see the breakdown of where your visitors are coming from and what their primary language is.

If you click on see likes, you will find a list of all the user that have liked your page.

7 - see-likes


8 - see-likes-2


Scroll down again to see information of where your likes come from.

9 - where-likes-come-from

You can see the activity of likes and unlikes, as well as the sources.


Click on the reach tab on the top to access your interactions data.

10 - reach

You’ll see the demographics and location box first, and then you will see the “How You Reached People” box. You can choose to see All Page Content, Posts or Stories By Others, on the dropdown Menu.

11 - how-reach

Here’s what each stat means:

  • Organic: Number of unique people who saw your posts on their news feed, ticker or your page.
  • Paid: Number of unique people who saw an ad or sponsored story that pointed to your page.
  • Viral: Number of unique people who saw a story about your page published by a friend.
  • Total: Number of unique people who saw any story associated with your page.

Next to that graph, you will see the frequency of each user.

Below that is a graph showing the visits to your page.

12 - visits


Click on the talking about this tab on the top to access your interactions data.

13 - talking-about-this

First, you will see a graph showing the demographic and locations. (Note: This is only available when more than 30 people were talking about your Page in the 7 days preceding the last day of your selected date range.)

Next, is a graph showing how people are talking about your page:

14 - how talking

  • Talking About This: Number of people who created a story abour your page.
  • Viral Reach: Number of people who saw a story published by a friend about your page.


Now that you know about insights, go to your Facebook Insights, and get the best out of this data!