Facebook Upgrading “Insights” Metrics Dashboard for Page Managers Tonight

Facebook has just begun pushing an upgrade to its “Insights” metrics dashboard for Facebook Pages that gives administrators more visibility into how their posts and content are engaging fans. It isn’t live for all Page administrators now, but should be up for everyone over the next couple of days.

For Page administrators not already using Facebook’s Insights to gain a deeper understanding of the audience engaging with their Facebook Page presence, now would be a good time to start learning more. Here’s what the new dashboard looks like (click image to enlarge):

newinsights1

New features include:

  • A new graph showing different types of fan interactions with the Page over time. Here, you see that the graph combines comments, wall posts, and likes to show relative volume of interactions.
  • A new count of active fans this week, with full age/sex/location breakdown.
  • A new count of total interactions this week, broken down by type.
  • A new post quality rating, from 1 to 5 stars.
  • Graphs for Interactions, Interactions per Post, Post Quality, Stream CTR, Posts, Page views, Media Consumption, Reviews

The new “post quality” rating is a particularly interesting metric that measures how engaging your Posts have been over a rolling seven-day window. “Your Post Quality is determined by the percentage of your fans that engage when you post content to your Page. It is calculated on a rolling seven-day basis. The number of stars depends on how your Post Quality compares to similar Pages (for example, Pages that have a similar number of fans),” Facebook says.

The new “Stream click-through rate” graph should also be particularly valuable metric for Page administrators gauging the effectiveness of different types of status update copy in re-engaging fans.

Marketers interested in learning more about best practices around Facebook Pages should also check out our detailed guide in the Facebook Marketing Bible and crash course for big brands in the Agency and Brand Edition. In addition, PageData by Inside Facebook provides constantly updating leaderboards showing which Facebook Pages are growing the fastest for marketers interested in surveying the competitive landscape.

Ever since the Facebook Page redesign (see tour of new features) several weeks ago, brands, celebrities, and small businesses have been showing increased interest in managing their Page and publishing to the Facebook Stream. The upgraded Insights dashboard should equip Page managers to do a better and better job.

More Screenshots:

newinsights2 newinsights3newinsights1

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Leave a Reply

17 Responses to “Facebook Upgrading “Insights” Metrics Dashboard for Page Managers Tonight”

  1. Chad Estes says:

    This is exciting stuff and a long time coming. I can’t wait to get my hands on it!

    My clients are going to love this data to help them better understand what is going on *inside* Facebook (pun-intended). But, custom Vitrue solutions will also enable to them to better understand what’s going on *outside* of Facebook too. All-in-all, forward progress is always great to see.

    Chad Estes
    Director of Strategic Services
    Vitrue http://www.vitrue.com
    We make brands social™
    @chadestes

  2. Abby Ravera says:

    Great news! The World Food Programme’s Facebook page as exploded with fans since the layout changes to pages… what a pleasure to better track that :)

  3. Comment and Like Features Now Available for Fan Wall Posts on Facebook Pages says:

    [...] conversations that are happening between their fans and customers. Page administrators can use the upgraded “Insights” dashboard that Facebook is rolling out today to track how many interactions their Page is [...]

  4. Jason says:

    Do you think FB will ever allow marketers to sell products on their pages? That could make for some really interesting data (see what purchase behavior is like for engaged fans of a page vs. website visitors, etc)

  5. Chad Mustard says:

    Can you help me understand what the post quality rating means. I have a few pages and the ratings are all very different. One of my posts got a rating of 300, one got a rating of 3.2. What do the different scores mean?

  6. Mat says:

    Hi,

    this is probably a newbie question, but I have an app on facebook that is picking up a little momentum and I’dlike to have deeper insights into my user base. At the moment Facebook provides me with insight into interactions with my application, but not the detailed demographics that I see are now available for pages. Any ideas on how I can get this info? is it available via FB somehow or do I need to go via a 3rd party. In particular I’m interested in understanding the location of my users.

    Any help would be appreciated!

    Mat

  7. 4 Reasons Why Marketers Should Choose Facebook Pages Over Facebook Groups says:

    [...] early May, Facebook announced an upgrade to its Facebook Insights dashboard for Page admins. As we shared back then, new features to the dashboard [...]

  8. Hilke says:

    Ok, this a late comment, Justin, but at least I’ll know whether you check comments on articles from a couple of months ago :-)

    Are there any plans to make these Facebook page insights avalaible in the API? I think many companies will be interested in the raw data to make analyses on their own.

  9. Refresh – Social Media Professionals » פעילות מותגים ב-Facebook, איך עושים את זה? says:

    [...] מספקת למנהלי דפים כלי בשם  Insights Dashboard. הכלי הזה מספק שורה של סטטיסטיקות ונתונים חיוניים שמהם [...]

  10. Facebook Insights to See More Stream Activity says:

    [...] forthcoming metrics, the “Stream click-through rate,” was first announced as part of a larger upgrade this past May. It just hasn’t been rolled out yet. Meanwhile, third parties have been trying to do their [...]

  11. How to Measure Your Facebook Marketing Efforts says:

    [...] can’t judge what’s really going on from the surface. The real story lies within your Insights. If you are not using these Facebook metrics, you are not taking your marketing efforts [...]

  12. Morten Wulff says:

    Anyone know if these data are available though an API > need to merge this into a more holistic marketing report? Thx.

  13. Nate says:

    Morten,

    How are you currently integrating FB with other analyses, especially with Twitter and Linkedin?

    I work for a web marketing company and we are constantly looking for ways to upgrade our reporting. The analytics FB provides is helpful, but we have built a dashboard in our CMS to display all of our reports!

  14. Mike says:

    This is a late comment, but frankly as up to date as Facebook insights seem to be.

    The analytics FB provides might be useful if they were current. But given that today the “insights” are current as of 9 days ago makes them less insightful then they could be.

  15. Realtor Facebook Fan Page Strategy Gains 4,000+ Local Fans in 12 Days | Agent Applause says:

    [...] about his demographics (one of the benefits of a Facebook fan page – you have access to insights about your [...]

  16. Faecbook 公益应用Cause的Joe Green带来的四个启示(与一个迷惑) | E惠社—专注于非营利领域互联网应用 says:

    [...] Green并不想承诺某个具体的日期,但他表示将会出现一些新改进的分析数据,你可以通过约定的层级或点击率去细分、切割数据(加入的、未捐献的)。作为某种程度的关注数据的电脑极客,我很想要个类似Facebook观察工具一样的东西。 [...]

  17. Cream of Life » Blog Archive » 2010 Social Media Marketing Industry Report says:

    [...] did try to improve the analytics of their pages by upgrading its insights metrics dashboard.  But it’s like you need DoubleClick tracking to verify AdWords’ CTR for your SEM campaign. [...]

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