The social network provides extensive statistics for some pages. You can use the same to analyse the behaviour of your visitors to your page
Who has liked which post? Where do my visitors come from and when are they online? Answers to all such questions are given by statistics under “Facebook Insights”. With the help of registered clicks and user specifications, this service determines which posts do visitors of a page like and share - for example, the Facebook page of your club, your company or a nonprofit community. You will receive data in an anonymised form; it is not possible to determine who has interacted how. Using the Insight information, you can orient your posts stronger to the target audience and ensure that they are shared more often and thereby, win more fans. Note that only pages but not profiles, are statistically recorded.
1 Create a rough overview
Log on to Facebook and then open a new tab in the browser. Type the address https://www.facebook.com/insights/. Select your page. You will now see the total number of all ‘‘Likes”, the total coverage of your posts and the number of interactions on the page within a specific time period, in the ‘‘Overview”. Comments, Likes, shared posts and clicks on specific posts, among others, come under interactions.
2 Determine the best time for new posts
You will see the number of visitors at a specific time under ‘‘When are the fans online” in the ‘‘Posts” tab. Facebook uses a display with weekdays for this statistics. You will immediately see on which day and at what time, are the most fans online. Thus, you can always publish new posts at an optimal time of the day.
3 Analyse individual posts
Click on one of the listed posts in the ‘‘Overview”. You will immediately see how many persons you have reached, how many of them have clicked on ‘‘Like” or have left a comment and also how many evaluate it negatively or have reported it as spam. The best option is to analyse a good and a poorly running post in order to find out what your fans want.
4 Learn more about your own fans
The platform statistics show the average age and gender of your visitors in the ‘‘People” tab. If the analysis gives a very clear result such as ‘‘94 percent are men between 18 and 24 years”, you should align your contents towards this target audience.
5 Find the percentage of real fans
If you have published something recently, then you will see the recent posts in the tab ‘‘Posts” of the platform statistics. Open the list ‘‘Reach” there and select ‘‘Reach: Fans/Non-fans”. Subsequently, move the mouse pointer to the coloured bar under ‘‘Reach”. Facebook will now show how many people who have seen your post were already fans of your page.
6 Determine interaction rate
Since Facebook thrives on participation, whether your visitors view only the posts or they also share and comment, plays a huge role. Open the ‘‘Likes, comments and shares”. Here, select the »Engagement rate«. Under ‘‘Engagement rate”, you will now see how many persons who have viewed your post, have performed an action. If the interaction rate is low, then write a request ‘‘Please share” in your next posts and observe whether and how the interaction rate increases via the request.
7 Check who does not like the page
To determine the skip rate of the page, go to the tab “Likes” and move the mouse pointer to the red area of the statistics “Likes (net)”. You can now determine the exact number of persons who no longer like your page. If you do not like the interactive display, then click on the left on »Dislike« to show only the numbers.
8 Download the statistics
If you wish to evaluate your statistics further in Excel, then click on ‘‘Export”. Select a suitable ‘‘Data type” and the ‘‘Period”. Under ‘‘File Format”, use either ‘‘Excel (.xls)” or set “Values separated by comma (.csv)” if you are working with another table calculation. If the statistics also include information for viral propagation of the posts, then enable the option ‘‘Export data with old template”. Finally, you can download the statistics by clicking on ‘‘Export data”.