M O D U L E 9

HOW TO USE
FACEBOOK INSIGHTS
 GOAL OF THE TRAINING

Learn how to use Facebook insights to measure:

Reach Engagement Actions Page Views

Video Demographics Monthly

engagement Reporting
 WHY SHOULD YOU USE
FACEBOOK INSIGHT?

HOW DO YOU KNOW IF YOUR FACEBOOK PAGE IS HAVING ANY IMPACT ON YOUR
CAMPAIGN?

Are you growing your following?
1 3
If the number of people who like your Facebook page keep going up it
means that your content is reaching and engaging the right audience. If
you find that it’s not increasing, you should consider changing both
content type and posting time to see if you do better.
Who is engaging with your content?
Your campaign has a target audience. Facebook insights lets
you see if you are reaching your target audience. If the
demographics indicators don’t match your target, you can
change your content to reach the people you want.

Are people engaging with your content? Is it
positive/negative?
2 4
Facebook insights allow you to measure if people are engaging with your
content as well as how they feel about it. Checking to see the
rates/numbers of likes, comments, unlikes, shares, etc. is key to being
able to post interesting content that will captivate your audience.
When are people visiting your page?
The reach of every Facebook post is largely dependent on
when you post content since only those online around the
posting time will see your content. Using insights will allow
you to figure out when your audience in on your page.
Where do you find
insights on your Facebook
page?
NOTE: This view is only available to
page admins.
Insight Overview

1. You can customize the date range to

see your progress over different
periods of time or track a specific
campaign

2. Customize the date range to export an

excel sheet of detailed data.
Page Views

1. This line shows how your page is performing

every day. It helps track how your content is
performing and allows you to test different kinds
of content with your followers.

2. You can use the demographics to check if you

content is resonating with your target audience.
The specificity is dependent on your organization
and campaign.
Page Likes

1. When was your page most liked? What were you

posting then?

2. Where did your followers come from?

Paid/Unpaid?

3. When did people most Unlike you? What were you

doing then?
When did your Page Likes happen?

1. A more granular look at the process of acquiring

followers and where they are coming from in
order to help you understand what aspect of your
page to work on.

2. Match with campaigns on page to see how your

content & campaign is doing.
Reach

1. How many people are your posts reaching? While

the overall reach is out of your control, the paid
reach is an evidence of how accurate your targeting
was.

2. If you are running occasionally paid campaigns, this

will allow you to see how you are doing

3. Use Benchmarks to set a standard for your campaign

& then compare your later performance with it.
Post Engagement

1. This is the first place within the Insights tab that

you will see data about your post engagement.
There are more details available in another insights
tab on engagement

2. Here too, map these spikes and ebbs to your

campaigns mini campaigns and overall campaign
goals to see how you are doing.
Post Engagement

This allows you to plan your content posting schedule

to match when most people are on your page. Eg: For
this page, most people visit the page at 18.40 every
day. So they should post at that time.
Intepreteting your Insight Data

Organization A has 37,073 followers on Facebook. In the screenshot

below, you can see that their reach and engagement on this post is
very low.

Why does this post have such low reach and engagement?

1. Too much text! - The text accompanying the posts is very long and too
technical to engage people on Facebook
2. The image is not arresting - The image that accompanies a post often
contributes to how many people it engages. In this case, the image is
mainly text and it is also very technical which means that it’s
inaccessible to most people.
Why does this post work?

1. Short, crisp, to-the-point headline.

2. The image is text heavy but explains, in simple language, why it’s
important to have a unitary tax system.

3. Sharing the picture alone will get the point across to the target
audience.

4. The call to action is very clear. People like active participation, so

this works very well.
Mapping Reactions

1. Mapping reactions is an important part of

measuring your campaign. Each post is meant to
inspire a different feeling. Use this indicator to see
how your content is performing

2. Sometimes, these emotions are not enough to

understand how people feel about your content and
you have to use a combination of this along with
the comments and overall shares, etc to measure
your performance.
Follower Actions

1. Use this indicator to test targeting and messaging.

If a lot of people are “hiding” your post, it’s most
likely irrelevant to them but it’s also likely that the
content is too raw/offensive.

2. Reporting spam and unliking the page is slightly

more serious and indicates that your content is
being served up to people who really don’t like it.
For an advocacy campaign, that means, one needs
to revisit the messaging.
Total Reach

1. Total reach points to how many people are being

reached by your page overall, including those being
reached by your posts as well as videos, adverts,
mentions, check-ins, etc.

2. Again, this will vary by the campaign you are

running and use this to measure how your content
is doing.
Post Type and Performance

1. Use this measurement to see how each post type is

performing both in terms of reach as well as
engagement.

2. Your followers may respond to a certain kind of

content more than another and it’s important to
serve them with the content that they want.
Demographics

1. The “people” page on the insights tab help you track who your
fans are, who you are reaching and who you have engaged. In the
case of HealthJustice Philippines, most of their audience is in their
country which means their content is reaching the right people.

2. This classification by age, location, gender and language will help

you craft better content that will speak to your target demographic
Video Views

Facebook has been prioritizing video content for some time now and as
a content type, videos can reach and engage very large numbers of
people.

Here you can see how the videos on this Facebook page did across a 40
day period.

The huge spike between the 25th of Oct and 10th of Nov indicates that
the videos resonated better with their target audience and that their
paid targeting was accurate.

If you are using videos for engagement, this tab contains all the
information you need to evaluate the performance of the video.

You can find sample video content on the Digital Advocacy Center.
Monthly Reporting

In addition to the reports you can download from

Facebook, you can use this MONTHLY REPORTS sheet to
track the overall performance of your social media
campaign.

Comparing your performance on Facebook with that on

Twitter has the additional benefit of giving you
insights about which content type and targeting
performs better on each platform.
Exercise

Use at least one week’s post data to

answer the questions in this
exercise.
NEXT STEPS TRACK 1: MODULES STATUS
You have now completed 0: IS YOUR ORGANIZATION DIGITAL READY?
MODULE 9 of 12 of Track
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
1.
2: HOW TO DESIGN A DIGITAL CAMPAIGN
You can move on to
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
Module 10 or go back and
finish any modules you 4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
have not yet completed.
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
Module 0 is compulsory. 6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
Use this table to navigate
through the remaining 8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
Track 1 modules:
9: HOW TO USE FACEBOOK INSIGHTS COMPLETE
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU