Measuring Facebook Insights

There is not one cookie cutter approach to attract more fans, or to increase engagement on your Facebook posts. Each business is different and unique with their products and services, along with their own unique fan demographics.

For example, if you have a page which is geared towards an extreme sport, then cool videos, great music, and action packed posts may engage your audience. If you have a law firm who is looking for more engagement, then focusing on education to your niche and demographics may produce better engagement results. It  always come down to  educating, entertaining, or empowering.

The key is to develop a plan, implement the plan, evaluate, and then adjust accordingly. In the beginning, I like to try a variety of approaches to see where a specific business receives the most engagement from; this may include a mix of: Photos, Videos, and Blog Posts. If you are brand new and find yourself scratching your head on what to post, simply look at your competitors ‘fan’ pages who have a good following, and see what is working for them. There is no sense on reinventing the wheel, the trick is to make the wheel better!

After experimenting with a few posts which have been posted on your fan page for about a week, I encourage business owners to take a look under the hood and see what is creating the most buzz and engagement with their posts.

Step 1: Navigating to ‘Insights’

From the front Page of your Business ‘Page’, click on insights. Insights is located on the top navigation bar just above the Banner photo.

Facebook Insights

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Step 2: Finding the ‘Insights’ data

When you are in the ‘Insights’ page, you want to ensure that you click on both buttons which say ‘Posts’ so that you will be able to see all posts that you posted to your page’s timeline.





Facebook Insights

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Step 3: Analyzing initial data

As you scroll down the page, you will see all the posts that have been posted with the date, the type of post, the reach, and engagement of each post.
Type of Post: Link (back to website), Photo, Video,

Reach: Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in News Feed. Figures are for the first 28 days after a post was created and include people viewing your post on desktop and mobile.

*Reach does not indicate that someone actually saw your post or interacted with your post.


Clicks – How many people clicked on your post where a light-box pop’s up enlarging a photo, or where the user was navigated to (your website) when they clicked on the post.
Likes, Comments, Shares – How many people took an action to interact with the post.

After analyzing the initial data, I like to drill down just a bit deeper to see how each post is performing based on engagement in relation to total reach. To do this, you will want to click on the upside down arrow next the words ‘Engagement Rate’ (see above photo), where a drop down menu will appear. Choose ‘Engagement Rate’.

Facebook Insights

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Step 4: Engagement Rate (As a percentage)

The important factor is the percentage of engagement you are receiving for each post. The higher the percentage is based on the reach / engagement will give you valuable insight on which posts are performing better than others. It is great to have a large reach; yet, it is more important that you have people engaging with your posts.



Facebook Insights

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Step 5: Post Details

If you click on post link (blue description next to photo square) in the ‘Insight’ page, another window will appear which will give you even further insight and information on how people interacted with your post.

Please feel free to contact Social Media Blade: 951-907-8419