Facebook Insights: A Beginner’s Guide

Is your Facebook page a success? Is your content effective? Once you create your Facebook page, you might be wondering how to track whether or not your page is successful. The Facebook Insights dashboard will help you answer these questions.

Facebook Insights has been defined by Facebook to “provide Facebook Page owners … with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners … are better equipped to improve their business with Facebook.”

Not sure exactly what this means and how you can use this tool? Here is information to help you get started using and measuring your Facebook Insights:

  • 1Overview: Under the Insights tab, the Overview section is where you can find a brief summary of your most recent Page Likes, Post Reach and Engagement.
    • Page Likes compares the total likes you received on your page the previous week over the current week.
    • Post Reach compares how many people your posts reached the previous week versus the current week.
    • Engagement breaks down the total number of people who liked, commented, shared and clicked on your posts in the previous week against the current week.

2You can also measure the effectiveness of your five most recent posts on your page based on their reach and engagement with your users. Use this information to determine which posts work best for your audience.

3Below this, you are given the option to select “Pages to Watch.” You can choose pages on Facebook and measure their engagement against yours. This is a good way to watch how your competitors are performing on Facebook.

  • The Likes section breaks down page likes in three categories: total page likes, net likes and where the page likes happened. You can choose to view the data week-by-week, month-by-month or quarter-by-quarter.4
    • “Total Page Likes” compares your average page likes per day over time. Pay attention to this data to make sure your number of page likes don’t decrease. If you use Facebook promotional materials in your office or launch a Facebook email campaign to increase your page likes, for example, you should watch this section to analyze the effectiveness of your efforts.
    • “Net Likes” shows your number of new page likes per day minus the number of unlikes per day. You will be able to investigate when someone unlikes your page and track how often this happens.
    •  “Where Your Page Likes Happened” shows the number of times your page was liked per day and where it happened. This number is based on where users liked your page: from your page, page suggestions or a mobile device. This is an interesting way to see where your page likes are coming from.
  • The Reach section includes insights on post reach and likes, comments and shares.5
    • The “Post Reach” graph shows the number of people who saw each of your posts. A higher post reach number can lead to increased awareness about and traction to your page.
    • “Likes, Comments and Shares” measures the engagement on your page. Analyze which posts generated more likes, comments or shares and use this information when planning your content for each month.
  • The Visits section shows the most visited tabs on your page.


  • The Posts section is important to use when determining the times and dates you are going to post to your Facebook page. The data in this segment shows when your users frequent Facebook. This allows you to post to your Facebook page at the crucial times to help ensure your audience will see your post.


Below this portion, you can also see all of your published posts and their reach and engagement. Analyzing what worked and what didn’t work will help you when creating a posting plan for the future.

  • The last section, the People section, categorizes the percentage of men and percentage of women who like your page and the location in which they are from. You can also see what language they speak.

Facebook Insights is a tool that allows you to measure the effectiveness of your page. With Facebook Insights, you can turn your Facebook page into a more attractive and engaging place for your users.

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