2013 Facebook Insights Updates

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Marketers and page admins have talked, now Facebook has listened. On June 19th Facebook began rolling out changes to their analytics dashboard, Insights, in hopes of making the data more actionable. They were designed to allow marketers to more effectively use Insights to influence future content and strategy.

The changes focus on four areas: People Talking About This (PTAT), Engagement, post-specific score cards, and demographics of engaged users.

Let’s take a closer look at each:

People Talking About This
We’ll start with what many are considering the most promising change – the PTAT breakdown. Up until now PTAT has been an ambiguous mix of various actions taken by users. Marketers were unable to tell the difference between a mention and a page Like, an engaged user or a page tag. They wanted more insights into the actions that contributed to PTAT. With the new changes, Facebook has broken the PTAT insights down to specifically highlight:

Enagement
Facebook is now introducing the Engagement metric. This was previously known as the virality rate and only reported the number of people who created a story by liking, sharing, or commenting on a post as a percentage of total people who have seen it. The problem is that it failed to incorporate what many times is the most important data point – the click-through rate. The new Engagement metric now includes clicks and separates them from Facebook native actions (likes, comments, shares). This will give marketers more insight into not just how posts are performing, but how the content they are promoting is performing. Astute marketers will slice it even further to find out if the content of their post is effectively marketing the link contained within the post.

Post-Specific Score Card
While the new Engagement metric is helpful, none of it will matter if you’re not getting much engagement because few people see your posts. Page admins know all to well that Facebook rewards great posts with greater reach. Now Facebook has made it easier to see what they consider a great post by condensing into one area called the post-specific score card. It provides a more easily accessible, holistic view of performance for each individual post by highlighting positive engagements – shares, likes, clicks etc. while at the same time showing the negative data associated with the post – unlikes, hides, and spam reports.

Engaged Demographics
Lastly, while Insights has always given demographic information about fans, it is now taking it one step further by providing specifically the demographics of engaged fans. This allows page admins to further hone their content strategy to cater to those who are most likely to extend the brands reach by generating stories when they engage with the post.

If you haven’t been invited to try the new changes yet, don’t worry. Facebook will continue rolling out the new Insights throughout the summer and all page admins should have the new Insights by September.

Want to know how to boost your Insight numbers by increasing engagement and Likes to your page? Contact us to set up a 1:1 conversation with a Solutions Architect and ask for a case study from the over 800 custom social and mobile campaigns we’ve launched.

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