In recent months, Facebook’s been gathering feedback about the Page Insights tool. What they’ve heard is that changes need to be made to make Page Insights more actionable. It should be clearer to businesses how to use this information to drive the results they care about.
Starting today, Facebook is rolling out updates to the Page Insights tool and inviting a select group of Page admins to participate in this preview. These global changes include improvements to the way fundamental metrics are organized and reported:
Making our metrics clear and simple
People Talking About This (PTAT)
They’ve heard from many Page admins that they want more insight into the actions that make up PTAT. For instance, how people’s liking their business Page differs from people’s interacting with their posts. For this reason, Facebook’s breaking out PTAT into elements that will now be reported separately as Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts), Page tags and mentions, Page checkins, and other interactions on a Page. PTAT as a combined metric will still be available for Page admins not participating in the new Insights preview.
Virality
They’ve also heard that the virality metric in Page Insights is often used as a benchmark for Page post quality. However, this metric doesn’t include clicks in its measurement, which are a strong indicator of positive post engagement and a key piece in providing marketers with metrics around overall post quality. So moving forward, they’re including clicks in this metric and renaming ‘virality’ to ‘engagement rate’ to be clearer in our definition.
They’ve also heard that the virality metric in Page Insights is often used as a benchmark for Page post quality. However, this metric doesn’t include clicks in its measurement, which are a strong indicator of positive post engagement and a key piece in providing marketers with metrics around overall post quality. So moving forward, they’re including clicks in this metric and renaming ‘virality’ to ‘engagement rate’ to be clearer in our definition.
Helping marketers create and publish better content
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, Facebook aggregates 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.
Providing more insights about the people that interact with your Page content
Before, Page Insights showed you the demographic breakdown (age, gender, country, city and language) of who you reached. Now, updated Page insights allows you to see not only who you’ve reached – but also who you’ve engaged. This helps Page admins identify what content is resonating with what audiences, to better inform their Page content and strategy.
Starting today, Facebook will gradually roll out these updates. Page admins who are invited to use the new Page Insights will be notified within the Insights tool interface. The existing Page Insights will still be available for all other Page admins until later this summer, at which point Facebook will make the updates to Page Insights available to all marketers. At this time, changes will not be made to the Page Insights export or API.
