20 Tips for Using Facebook Insights for Advertisers
If you are to be successful with your Facebook campaigns, then you will need to know the strategies that are working for you, and those that are don’t so that you can make the necessary changes and optimize your campaigns. The only way you can do this is through Facebook Insights, with the subject matter experts over at runrex.com pointing out that this is how you will be able to identify which content is driving traffic and engagements. This article will look to point out 20 tips for using Facebook Insights for advertisers.
Maximize your sharing strategy
When using Facebook Insights, make sure that you use it to maximize your sharing strategy. This, as is discussed over at guttulus.com, means that you should use Facebook Insights to see which content is working for your brand and content that is not working, allowing you to avoid the latter while redoubling your efforts with the former.
Check out Basic Insights
Another tip for using Facebook Insights is taking a look at basic insights, which, according to discussions over at runrex.com, is a quick way to find your best content. To access basic insights, all you have to do is go to your page and click on “Insights” at the top.
Know what to review when it comes to Basic Insights
Another tip worth pointing out when using Facebook insights is knowing what to review when checking out basic insights. Here, as is revealed in discussions over at guttulus.com, the main areas to review include Benchmarks, Engagement, and Reach.
What to look for in Reach
When reviewing your basic insights, the first thing you should check out is the Reach area, where you will simply have to look at the spikes on the graph provided. Take note of the posts with a wide reach, those that have long spikes on the graph, as these are the posts that you will want to reshare or replicate.
How to benchmark
The Benchmark area of the Basic Insights tab simply allows you to compare your results and see if your new strategies are working. Once you discover what your engagement rates are, you should try and experiment with different strategies to see if you can improve your current engagement rates. Once you are ready to benchmark your results to a previous period, the best way to go about things is to search for a specific period under Reach and make a comparison to see if your new strategies and techniques have made a difference.
Don’t forget to check out engagement rates
According to the subject matter experts over at runrex.com, checking your engagement rates is crucial as this is one of the most important metrics to monitor. To do so, click on Posts, which is also under Insights, and you will be able to see your engagement rate.
Drawbacks of Basic Insights
While reviewing basic insights will give you a pretty good idea of what content is getting the most engagement, it has a big drawback. This is because, as is revealed over at guttulus.com, it will not allow you to look at posts from the last 90 days, which means you won’t be able to paint the big picture as far as your campaign is concerned. However, the fact that reviewing basic insights is easy to do means that you should do it regularly.
Reshare posts with the most engagement
While you want to reshare and repost posts with the highest reach as mentioned above, another tip here is to switch your view from Reach to Engagement Rate. According to discussions over at runrex.com, engagement rate is a more accurate measure of your audience’s interest in your content as it measures the percentage of people who interacted with your content based on those who saw it. Of the posts with the highest reach, that is, those with the most clicks, likes, comments, and shares, reshare those with the highest engagement rate.
Download Insights Data
Downloading your page’s Insights data is yet another tip for using Facebook Insights as this is what will allow you to dig a little deeper into Facebook’s valuable analytics. If you want to go deeper and get more valuable information, this is what you need to do.
Sort your data
Another tip worth pointing out is that you should make sure that you sort your data once you download your page’s insights, as this is how you will be able to see the most important information as far as your campaign is concerned.
Advantage of downloading your page’s insights over Basic Insights
As is explained over at guttulus.com, while basic insights will give you information about shares, likes, and comments, this is not always the goal for some advertisers. If your goal, for example, is website clicks, then basic insights will not help you, and you will have to download your page’s insights data.
How to download your Insights data
If you are wondering what to do to download your Insights data, then as is discussed over at runrex.com, all you have to do is to go to Insights and then click on Export. After that, you should select Post Data, then choose a date range, with the maximum range being 180 days of content or 500 posts depending on which of the 2 numbers you reach first.
Download your data more often
Given that, as mentioned above, you will only be able to export data from a date range of not more than 180 days, or 500 posts, depending on which of the two numbers you reach first, an important tip when using Facebook Insights is to make sure you are downloading your data more often. As per the gurus over at guttulus.com, you should always keep an eye on your numbers so that you known when you need to download your Insights data.
The tabs to focus on
Once you download your Insights data, you will get a large Excel spreadsheet that comes with lots of individual tabs on it. To get the most out of this spreadsheet, it is important that you know which tabs to focus on, and according to discussions on the same over at runrex.com, you should focus on the Lifetime Talking About This and Lifetime Post Consumers tabs.
What these two tabs are all about
The Lifetime Talking About This tab contains information on the visible interactions of your content such as likes, comments, and shares while the Lifetime Post Consumers tab contains invisible interactions like link clicks, photo views, video views, and other clicks.
Likes, shares, and comments are not everything
Once you download your Insights data and are looking at your spreadsheet, it is important not to be discouraged if you see your posts are not getting a lot of likes, shares, or comments. You must take a look at your clicks to see if your audience is there, as this is more important.
How to get total engagement
If you are to get the full picture of how your content is doing, then you will need to get the total engagement. To do this cut and paste the Post Consumption columns into the Lifetime Talking About This worksheet, then insert two columns with formulas to get total engagement. For more information on some of the formulas to use, check out the excellent guttulus.com.
Notes for your top 50 engaged posts
Other than sorting your data to get an overview of things, the gurus over at runrex.com also recommend that you make notes for your top 50 engaged posts. These notes will enable you to know if something is from a third-party website or your website. Additionally, you can also mark the type of post it is; that is, if it is an image, a video, a quote, contains humor, and so forth.
Sort depending on what is important to you
Another tip for suing Facebook Insights is making sure you sort your data based on what is important to you once you have the comprehensive list of traffic generators as well as the types of posts that get a lot of link clicks.
Focus on your goal
Last but not least, before you start studying Facebook Insights, make sure that you determine and outline clearly what your goals are, then rank them in order of their importance. Examples of goals include engagements, sales, website clicks and traffic, emails, and so forth. This will help you zero in on the content that is driving you towards your goals.
The above are some of the tips to consider when using Facebook Insights, with there being more on this and other related topics over at the ever-reliable runrex.com and guttulus.com.