Facebook Adds Per Post Impression Data to Page Insights Exports to Help Brands Track Their Performance
Some Facebook Page admins are now seeing a new tab called “Per post” in the data exports from Page Insights. Data in the tab includes impressions per post and the total percentage of a Page’s fans that left feedback on the post. Previously, admins could only see daily impressions and feedback data in Insights. Per post data could only be found on a Page’s wall below the posts themselves, forcing admins to manually copy down impression and feedback data.
If rolled out to all Page admins, the addition of per post data to Page Insights will make it easier for brands to track what kinds of posts and timing result in the higher exposure and engagement. For example, admins could determine what hour of the day is the best for publishing. The newly available could also encroach on the business of some Facebook Page analytics providers, though these companies also offer advanced analysis of the data.
Amit Lavi, Social Media Director at Abagada was the first to spot the new data. He tells us that “Now, everyone with knowledge of Excel will be able to find the right time of day and day of week to post content. Also, with a bit of manual categorization, admins will also be able to assess which content works better for their Page.”
Facebook added per post data the admin view of Page walls of authenticated Pages with over 10,000 fans in January. Oddly, it didn’t simultaneously begin showing the same data in the Insights user interface or the .XLS or .CSV data exports. We’ve received information that the per post data in the exports doesn’t always go back as far as requested. This means there’s a chance that that Insights data on post impressions and feedback might not be totally reliable, at least at first.
Page management companies that offer analytics services and dedicated Page analytics providers could lose some of their more budget-conscious customers to Facebook Insights. However, to pull actionable lessons from the Insights data, admins will have to do some legwork in Excel.
Professional analytics providers will likely be able to crunch the data more efficiently, derive more sophisticated best practices, and provide benchmark data aggregated from across their clients. For example PageLever used its own collection of per post impressions data to determine that the average Page receives only 7.49 news feed impressions per post per 100 fans. Buddy Media used per post data to figure out that shorter post receive more engagement and that Thursday is the best day to post when looking across industries.
If Facebook makes per post data more easily accessible to all admins, it could also raise awareness of the need to analyze the data, which could in turn drive business for the providers of enterprise analytics tools and services. Either way, with time the data will help brands improve their Page post strategies. This could lead to more engaging branded content in the news feed, improving the Facebook experience for the average user. The next step will be for Facebook to provide data on clicks per post.