Facebook Insights – Major Update Released

Many of you may have already seen this update a few days ago, but Facebook just rolled out the beta version of the new Facebook Insights for Pages. For those interested, below is a quick recap.

Aside from the aesthetic changes, there are several important new data points now available (including an explanation for the ominous “Are Talking About This”). Unfortunately, the new data can only be accessed back to July 19 of this year and in 35 day segments.

There are also several new Insights APIs available that we’ll be investigating over the next few days. Basically, there will be even more data available than is provided in the dashboard. Keep in mind, we are still in the early stages of understanding how Facebook is determining these numbers.

Below is the Official Facebook Page Insights Guide:


Here are a few new Facebook Insights highlights:

  • Friends of Fans – The potential reach of a page when users create a story about the page (i.e. amplification). There may also be an opportunity here to determine the average number of friends per user.
  • Like Sources – Expanded detail on where people are Liking a page. No more “Unknown” category.
  • Reach – We can now see the demographics of people that see brand posts in their News Feed. THIS IS HUGE.
    • Organic, Paid, Viral, and Total are each included as categories of reach. In short, this is a much easier way to determine how effective ads are performing against organic efforts. The Viral category may also be a good indicator on how compelling brand content is among users.
    • Frequency – Shows how many users viewed a post more than once, which is a drilled down version of the previous raw impressions number.
  • Talking About This – The # of unique people who have created a story about your Page. This includes people that Liked the Page, posted to the wall, Liked or commented on a post, answered a question, RSVP’d to an event, etc. This is basically a redefined version of Weekly Active Users.
    • Also includes demographic data and the “viral” reach, which shows the number of unique users that saw a story published by a friend about your Page.
  • EXPORTING – Above all, this is the most important update. Brand posts are now available in exporting and can be broken down by post type (photo, link, video, and platform post). This means that we can see how third party publishers are performing against posts made directly on the page.
    • There are a plethora of data columns that have been added, including post Shares, etc.

For any pages that you currently admin, the new dashboard can be viewed by following the link below and inserting the corresponding page name: http://facebook.com/PAGENAME?sk=page_insights

Facebook Insights Upgrade

What do you think of the new Insights features?