Understanding Facebook Insights

With more than 500 million users and more than 250 million people logging in at least once a week, Facebook is a very viable marketing and advertising tool for all businesses. Facebook Insights is an important tool for businesses to use to help drive strategic marketing decisions.


The first step to becoming a Facebook Insights master is understanding the key term definitions:

Total Reach: Total Reach is arguably the single more important Facebook Page metric as it measures the number of unique individuals that have seen any content related to your page. That means content you’ve published to your page, as well as Facebook Ads and Sponsored Stories that lead people to your page.

Post Reach: Post reach is the number of unique people who saw your post. Your post counts as reaching someone when it’s shown in a News Feed.

Organic VS. Paid Reach: Organic is unique individuals who saw a specific post from your page on their News Feeds, tickers, or directly on your page, while paid reach is the number of unique individuals that saw a specific post from your page through a paid source like a Facebook Ad or a Sponsored Story.

Engagement: Facebook considers liking, sharing, clicking or commenting engagement.

Impressions: Impressions measure the number of times a post from your Facebook Page is displayed, ignoring how it’s displayed or who sees it. In other words, the same person viewing the post multiple times can boost the Impressions figure.

Once you’ve got that down, you need to consider which metrics you should be evaluating. While this decision has a lot to do with your goals and your type of business there are a few that everyone should pay attention to.

Where Your Page Likes Came From

Ultimately, you can use this metric to determine how people are liking your page. Then you can decide what is working, what you should continue investing time in and what has opportunity for growth.

  • Mobile: User liked your page from their smartphone or tablet
  • On Page: People “liked” your page after accessing the URL directly
  • Page Suggestions: User liked your page because Facebook suggested it based on another page the user liked
  • Ads and Sponsor: You paid to have your Page displayed with a like box somewhere on Facebook
  • Other Sources: Anywhere else. This could be from your website or seeing your page on a friend’s page
When Your Fans Are Online

We no longer need to guess or take other’s advice on when to post. Facebook now gives you real data to show you what days and times your fans (Facebook likes) are online.

Most Successful Post Type

You can now see what post type is generating the most results. The six Facebook post types are Video, Photo, Links, Questions, Events, and Text-Only posts. For each post you can see the reach and engagement.

Who Are My Fans

Facebook Insights will give you a breakdown of gender, age range, country, city, and language of all fans. This is great information to see if the people you are reaching and engaging with are the right people.

Pages To Watch

Facebook Insights just added a new component that allows you to watch Pages of your competitors or similar Facebook pages. For each page you can see their likes, new page likes, weekly posts, and weekly engagement. You can currently watch up to five pages.


Facebook Insights gives you a wealth of information to help you make your online marketing more strategic and successful. However, it can be very overwhelming. There are lots of graphs and terms that may be unfamiliar. The information above is a guide to help you get started. There is also plenty of in-depth information available on the web including Facebook’s Insights Tutorial that can help you become an Insight master.