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| By Justin Smith | 14 Comments » |
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):
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.
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May 6th, 2009 at 7:37 am
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
May 6th, 2009 at 7:46 am
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
May 6th, 2009 at 12:01 pm
[...] 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 [...]
May 8th, 2009 at 9:52 am
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)
May 14th, 2009 at 8:24 am
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?
May 26th, 2009 at 12:29 am
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
June 8th, 2009 at 8:12 am
[...] early May, Facebook announced an upgrade to its Facebook Insights dashboard for Page admins. As we shared back then, new features to the dashboard [...]
July 30th, 2009 at 1:47 am
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.
August 11th, 2009 at 7:41 am
[...] מספקת למנהלי דפים כלי בשם Insights Dashboard. הכלי הזה מספק שורה של סטטיסטיקות ונתונים חיוניים שמהם [...]
September 4th, 2009 at 11:15 am
[...] 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 [...]
December 6th, 2009 at 11:22 am
[...] 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 [...]
January 2nd, 2010 at 4:32 am
Anyone know if these data are available though an API > need to merge this into a more holistic marketing report? Thx.
January 7th, 2010 at 10:16 pm
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!
February 2nd, 2010 at 9:55 am
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.