4 Key Metrics From Facebook Insights To Quickly Analyze Performance Of Your Page

Facebook Insights are by far the best analytics tool you can get for your Facebook page. Yes, there are other paid tools available but Facebook insights provide you with sufficient data to understand your page’s performance.

Apart from the graphical representation in the insights section, Facebook also provides Excel Sheets of two types – Page Level Data and Post Level Data which give detailed figures about various metrics.

In this post I would like to mention few key metrics which will quickly help you analyze your page’s performance.

Weekly People Talking About This (Page Level – Key Metrics – Column C)

As Facebook defines it ‘It is the number of people sharing stories about your page. These stories include liking your Page, posting to your Page’s Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Unique Users)’

You can consider the average of this column to know what the talking about number has been throughout the month.

Note: Unique Users means users who have interacted with your page in the past week. These are counted only once no matter how many times they interact with your page.

 

Weekly Total Reach (Page Level – Key Metrics – Column P)

As Facebook defines it ‘It is the number of people who have seen any content associated with your Page. (Unique Users)’

Do keep a watch on this metric, if the numbers are falling then you need to work on your posting strategy and come up with more engaging content. Or maybe you will have to run ads/promoted posts to reach more people.

 

Virality (Post Level)

As Facebook defines it ‘It is 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.’

This needs to be calculated, and you will have to export POST LEVEL excel sheet.

Formula:

Lifetime Talking About This (Column N)  /  Lifetime Post Total Reach (Column E) * 100

This metric is an indicator of how likely will your fans will share your posts. Edgerankchecker says ideal  virality percentage is 1.92%. If your posts are getting more than this then those are the kind of posts your audience likes the most.

 

Lifetime Negative Feedback (POST LEVEL – SHEET NAME Lifetime Negative Feedback )

As Facebook defines it ‘It is the number of people who have given negative feedback to your post, by type. (Unique Users)’

This metric is largely ignored by many fan pages, and I would recommend not to do so because this metric reveals the dark side of your posts – how many hide it, how many marked it as spam.

Generally any page will get at least 1-2 negative clicks every 2-3 posts. So, considering you do 30 posts in a month, 15 negative clicks is not a problem. But if the numbers go up each month then you need to go deep to see which those posts are that your audience didn’t like.

 

 

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