Facebook Pages: Deciphering the Stats, Part 2

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Facebook Pages: Deciphering the Stats, Part 2

Facebook-Pages:-Deciphering-the-Stats,-Part-2

In my last post, I went over a few myths in Facebook Pages, and explained the basic overview of Facebook pages and views. Here, we go more in depth to the actual Page Insights Facebook gives you. Note: Page Insights has moved, as you can see below in the photo. You can click the link to be directed to Insights.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

Page Insights: Overview.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

This will start with, “Showing data from 10/16/2013 – 10/22/2013,” and the date will be about a week’s span ending a few days before the current date.

  • Page Likes. You will see the total page likes, as well as a percentage underneath it that tells you whether you are up or down in likes from the previous week. The graph shows you your new likes, and the range of days when you received them. It compares you to last week, too.
  • Post Reach. This will tell you the number of people your posts reached over the course of the week. This can happen a number of ways: They viewed your page, you tagged them in a post and they viewed it, they saw it in their newsfeed, they clicked on it when someone shared it, they clicked to view a photo or an album, they checked into your location, someone mentioned (tagged) your page in their post or photo, it showed up in their newsfeed because a friend commented on it, was tagged in it or shared it, or you have a sponsored paid newsfeed ad running that showed up for them.
  • Engagement. People who like, comment, share or click on your posts, albums or photos are “engaged” in your posts. This breakdown shows you the number of people who were engaged in your posts and whether the number is up or down from the week before. It then shows you the number of likes your post(s) received, the number of comments, the number of shares, and the total number of post clicks – These are clicks on your posts that do not include likes, comments or shares.

Your Five Most Recent Posts.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

This will list for you the last five posts you have – they could be albums, photos, text, offers, shares, or ads.

  • Published: The date you published the post.
  • Post: A preview of your post, including a thumbnail of any photo you used.
  • Type: The type of post it was.
  • Targeting: Whether the post was public, or if you customized it to be viewed by certain people.
  • Reach: The number of people who saw it, whether it was organic reach, or paid for (by boosting the post, or if it was an ad).
  • Engagement: Blue is post clicks, meaning anyone who clicked on the post that didn’t like, comment or share. The purple stands for the total number of likes, comments and shares that post got.
  • Boost: Use this to pay for extra boosting. Facebook will send the post to either the friends of those who like your posts, or to people you can specifically choose to target.

Likes.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

  • The First Graph. This will tell you what time zone your data is recorded in. It will let you pick a date range by either choosing a date in the calendar boxes on the right, or sliding the slider on the graph around. The graph slider shows ups and downs of your likes.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

 

  • Total Page Likes as of Today. This shows a comparison of your likes over a period of time. It goes back about a month. If you hover over it, it will show stats for the individual day you hover over.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

 

  • Net Likes: What Changed. This looks complicated, but it isn’t. The red on the bottom of the graph shows your unlikes – when people who liked your page click the Unlike button. The light blue color shows organic likes – people who chose to like your page on their own. The dark blue shows if people liked your page through paid advertising with Facebook. On the right side, you can click on the individual benchmarks to see your record over time of unlikes, organic likes, paid likes, and net likes. Hover over the graph, and it shows you individual stats for the day you hover over.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

 

  • Where Your Page Likes Came From. Again, this has a benchmark on the right side to view the individual sections and their performance over time. Hovering over the graph shows where your page likes come from on individual days.
    • On Your Page: It means they clicked Like from your page or a post created from your page.
    • Page Suggestions: Facebook suggested your page to them and they clicked like.
    • Search: They found your page in a search in Facebook and clicked like.
    • Mobile: They liked you from a mobile device such as a tablet or smart phone.

 

Reach.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

This will start with, “Showing data from 10/16/2013 – 10/22/2013,” and the date will be about a week’s span ending a few days before the current date. It will let you pick a date range by either choosing a date in the calendar boxes on the right, or sliding the slider on the graph around. The graph slider shows ups and downs if your likes. It affects all of the information on the rest of this page.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

  • Post Reach. This is the number of people who saw your posts, be it from your page, or their newsfeed. It shows you light orange for organic reach that happens naturally, or dark orange, if a post was an ad or you paid to boost an organic post. The benchmark on the right lets you compare average organic and paid performance over time. You can hover over the graph for individual stats for that date.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

 

  • Likes, Comments and Shares. Very easy – this graph shows you the number of likes, comments and shares of your posts. Hovering over it helps you see stats for each line on individual days, and the benchmark on the right lefts you see average performance of each section over time.

Facebook-Pages:-Deciphering-the-Stats,-Part-2

  • Hide, Report as Spam, and Unlikes. Did someone hide one of your posts in their newsfeed? Report something as spam? Hide all your posts, or unlike your page? That will show up here. The benchmark shows you the stats over time for each section. If you are properly engaging your fans, you won’t see a lot of activity on here. (And Facebook will never share with you who is doing this individual work, in any aspect of Insights.)

Facebook-Pages:-Deciphering-the-Stats,-Part-2

  • Total Reach. These are the total number of people who saw any activity by your page, or that your page was tagged in. Newsfeed posts, check-ins, tags, photos, albums, posts, sponsored ads or sidebars ads – if it was by your page or your page was tagged in it, they show up in this count. It is sorted between light orange for organic ones that naturally show up, and paid ones, which will come from a sponsored ad or boosted post. Benchmark shows you performance over time.

Check back for our next post in this Facebook Pages Overview, which explains the last three of the six sections in the Stats overview!

Jenna Schwartz is a boutique newborn and child photographer in Henderson, outside of Las Vegas, Nevada. She also markets for local search with clients, optimizing hundreds of sites a month for organic search results with local search marketing, as well as website creation and design, social media optimization, social media campaigns and management, sales page creation and more. You can find her on Facebook or view her websites for newborns and portraits.

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Facebook Pages: Deciphering the Stats, Part 2