A June announcement from Facebook let us know that a pretty big overhaul of it’s Insights for Brand Pages was on the horizon. It is currently available to a limited number of Page Admins but will fully released by the end of the summer. Here is a breakdown of the changes you can expect.
The Overview page now gives you a breakdown of information on Page Likes, Post Reach and Engagement, including metrics like Shares and Post Clicks. Which is a nice break from their previous Virility metrics which were too subjective to be of much use. You also see your 5 Most Recent Posts and their reach.
The Page section now offers up some very useful graphs that correlate the activity on your page by date, and then breaks the data down by organic, paid, unlikes etc. You can also now see where your Page Likes are coming from (Sponsored Posts, Page Suggestions, Mobile) which will be helpful for planning your ad budget and campaigns.
The Post metrics now help you clearly see the type of content that has worked best on your page which is something I always ask my clients to focus on while planning upcoming content. You can now easily see how your audience interacts with text-based status updates, video posts, photos and links and compare that with the overall reach of the post types.
The previous Page Insights had a reasonable demographic breakdown but I’m delighted to see the addition of metrics like When Your Fans Are Online. That is incredibly useful information for scheduling posts and page moderation.
There are a few minor complaints that I’ve has so far which are probably easily-fixed by Facebook. It’s now more difficult to look at an overview of activity for a specific range of dates, which is a pain if you have scheduled reporting periods. Also, there is still a two-day delay in getting the most current Insights which I was hoping would disappear with the update. But that said, this is still a massive leap in the right direction and this Page Admin is very happy to see the progress.
What are your thoughts on the new look and metrics of Facebook’s Page Insights? Will this new information be useful for planning your Facebook campaigns? Did Facebook leave out any metrics that you were hoping to see? Leave a comment below!