With over 2.8 billion users worldwide, Facebook is a valuable platform for businesses to engage with their target market. But how can you make the most of this powerful tool? The answer is analytics. Let’s look at how to use Facebook’s analytics to improve your business’ performance.

What is Facebook Insights?

Facebook used to have a native analytics tool called Facebook Analytics. This has since been replaced by Meta Business Suite – a dashboard of analytics and insight tools to manage your Facebook and Instagram business accounts all in one place. 

How do I find my data in Meta Business Suite?

First, click on the Insights tab in Facebook’s Meta Business Suite. On the overview screen, any of the categories on the left will give you more details about your Instagram and Facebook metrics. To specifically check Facebook analytics, click on Content in the left menu, open the Ads, Posts, and Stories drop-down menu and untick the Instagram options. This will allow you to track data about your overall Facebook account or individual posts’ success. 

Which metrics should I focus on?

There are many ways you can gain insights from Facebook’s data-driven tools. Here are some key ones for your marketing activities.

Page Insights

This lets you measure valuable metrics, such as Engagement, Reach, Impressions and Page Views, as well as the optimal posting times. 

Audience Insights

Here you can gather key demographic data to make your messaging more engaging for your target audience, including age, gender and geographical location.

Video Analytics

We’ve stressed before that video is one of the most engaging forms of social media content these days. To monitor the impact of your visual content, focus on Video Engagement, Audience Retention, Video Views, and Video Reach metrics.

Ad Analytics

Paid advertising is a crucial part of any solid Facebook marketing strategy. Optimise your sponsored Facebook content by monitoring Click-Through Rate (CTR), Cost-per-Click (CPC), and Cost Per Thousand Impressions (CPM).

Written by Stephanie Clark