New Facebook Insights

Facebook is fond of changing things, and they’ve done it once again.

This time it’s a tool for Page Owners to gauge how they are doing on Facebook via ‘Insights.’

Insights is a tool for Facebook Page Owners that allows them to accurately determine how their fans and followers are interacting with them. They show negative reactions as well as positive, allowing Page Owners to adjust accordingly. According to Facebook, the change is in relation to making Page Insights ‘more actionable.’ Facebook’s aim with this change is to give page owners more information and the ability to ‘use this information to drive the results they care about.’

The NEW Page Insights features these changes:

People Talking About This (PTAT) – this metric breaks down the way in which fans and followers interact with pages. Facebook surveyed a number of page owners and determined that they wanted more specific information about the difference between fans liking their page, and those liking their posts. PTAT “will now be reported separately as Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts), Page tags and mentions, Page checkins, and other interactions on a Page.”

Engagement Rate – once called virality, this metric now utilizes a per click measurement. Virality is the percentage of people who’ve created a story from your Page post divided by the total number of people who’ve seen it. Engagement Rate is the percentage of people who saw a post that then clicked on, liked, commented or shared it. According to Facebook, clicks are “a strong indicator of positive post engagement and a key piece in providing marketers with metrics around overall post quality.” 

Aggregated Reporting – previous Facebook Insights posts’ performance, reach, and engagement were reported in three distinct places. These metrics are now aggregated into a post-specific ‘scorecard,’ allowing Page Owners to evaluate the information in a more big picture fashion.

Detailed Demographic Information – Page Insights has always shown you the demographic breakdown of your reach (age, gender, country, city and language), but the new Page Insights goes further in also detailing who you’ve engaged.

New Page Insights began rolling out over the last few months and many Page Admins were invited to use the new tool interface. The full version of Facebook Insights will be complete sometime in Fall 2013. To learn more, visit the Facebook Studio Blog.