Facebook’s ad simplification continues with redesign of insights

Screenshot1

Facebook’s push to remove redundancies and confusion from advertising took another big step Wednesday, as the company announced some changes to insights to make them easier to understand.

The company has clearly defined metrics such as people talking about this (PTAT) and virality, and made it much simpler to see how a post is performing. Now, page admins can see not just likes, comments, and shares, but also specifically how many clicks a post received.

Facebook has been trying to find ways to make it easier for page admins to understand when a post is gaining popularity (through highlighting it in the admin panel), but now marketers can see how many times a post has been clicked on, as well as negative engagement such as hides and indications of spam.

Page admins also have deeper insights into the demographic makeup of their Facebook fanbase.

These improvements will start today, but will be gradually rolled out, so not everyone will have these new tools at first.

Facebook explained these changes in a blog post:

Facebook News Feed rewards quality posts with greater reach. One major consideration in gauging post quality is the relationship between positive interactions (likes, comments, shares and clicks) and negative interactions (hide post, hide all posts, report as spam, unlike page). Historically, Page Insights has reported on posts’ performance, reach, and engagement in three distinct places. In the new Page Insights, we aggregate all these metrics into a post-specific score card, so marketers can evaluate positive and negative metrics together. This will help Page admins better identify content people interact with, produce more of it, and enjoy increased reach and impact on Facebook.

Here’s a preview of what page admins will see when they drill down to post-level metrics:

Screenshot1

Additionally, Facebook will give page admins more data about people who not only comprise their fan base, but who is interacting with posts. This way, marketers can see the demographic breakdown of the people who actually care and engage with the page’s posts.

Screenshot2

Facebook says that this will roll out globally and gradually. Page admins will be notified that they’ll gain access to these tools. Right now, Facebook will not change the insights export or application programming interface.

Readers: How do you feel about these changes?

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will teach you the best practices to be successful on social. Register before July 31 to get $50 OFF with early bird pricing. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media Specialist

California Academy of Sciences
San Francisco, CA

Community Manager

Advanstar Communications
Iselin, NJ

Social Media Journalist, Travel Website

McMurry/TMG
Washington, DC

Social Media Manager

The National Review
New York, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us