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How To Make Sense Of Facebook Insights

How To Make Sense Of Facebook Insights

Do you feel like you are making your way blindly through a tunnel with no end in site when it comes to your social media? Are you having a hard time figuring out your Facebook Insights?

In this article, we’re going to dive into the world of Facebook and show you how to make sense of Facebook Insights.

Once you understand your data, you can use it to increase your Facebook success.

Defining Facebook Insights

What exactly is Facebook Insights? This is where you go to learn what’s working and what’s not working. This is where you can study your audience and see what posts are liked, shared and have comments. You can learn more about your page’s demographics as well as monitor your likes and reach.

Where do you find Facebook Insights? You find it at the top of your business page in the menu bar that begins with Page, Messages, Notifications and then Insights.

What You See

Once in your Facebook Insights, you have a wealth of information at your fingertips. Immediately, you see sections for Page Likes, Post Reach and Engagement.

Underneath this, you see your Recent Posts and their data. Under this section, you see Pages to Watch. This helps you compare your data to similar pages. Now, let’s look at each section:

Page Likes

In this section, you can see how many page likes you have from week to week. You can watch for trends such as a poor performance one week and a stellar one the next. Ask yourself, “What did I do differently?”

When you click through this section to view more, you can also see where your likes came from – paid or organic likes.

Post Reach

When you visit this section, you learn how many people have seen your posts over the last week. This is your reach. They might be fans or friends of fans.

This is a great place to analyze what content is working. You can also click on your graph to see your posts and the number of impressions each one received.


Are people liking your posts? Are they sharing or commenting? Do they click through to your website? This is where you find that data.


This is a great section because it shows you a myriad of things including when your fans are online. For example, for one of my pages, the greatest number of my fans are online at 9 pm except on Tuesdays, when most of them are on Facebook at 7 pm.

I can also glean that my page’s most popular posts include video, followed closely by images and then by posts with links.

Be sure and check your engagement rate while you’re in this area. Access it under All Posts Published. At the right hand side of the page, you’ll see a drop down box with post clicks at the top. Click Engagement to see how many people are engaged with each of your posts.


Using the left side menu bar, click on People. Here, you’ll see things like:

  • How many fans are women versus men and their age groups.
  • You see where they come from – what city.

Pages to Watch

It’s a good idea to select some pages to watch. You can see what’s working for them and tailor your posts accordingly.

Export Data

You can choose to export your data so you can print it and view it with your social media team. Just click Export in the top right hand area of your Insights. Select your date range and format for the best results.

To Conclude

Now that we’ve defined the data you find in Facebook Insights, how can you use this information to increase your reach and your engagement?

It’s a good idea to look at your reach and search for the graph spikes. Look at the posts that have the widest reach and re-share them or create others like them.

Pay special attention to your engagement rate for each post (find this in the Post’s section). You’ll want to re-share the ones with the most engagement. You can also model future posts on the content that is engaging the most Facebook users.

Understanding what content works and gets the most engagement including likes, comments and shares is vital to your Facebook success. It’s important to understand the positives and the negatives so you work to increase your likes, reach and engagement.

Would you like some help optimizing your Facebook posts for likes, sharing and comments? Are you ready to look into improving your Facebook Insights data? We are here for you.

We look at your data, listen to your customer’s conversations and post content that’s shareable. We’ll help you grow your following and increase your online presence.

Social media posting is an integral part of your business’ marketing plan. It’s a great way to create loyal followers, increase engagement and provide a valuable return on investment. Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.

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