Facebook
Insights for
Small Business
Presented by: Keidra Chaney

What we’ll cover
• What is Facebook Insights
• Basic metric definition: who’s your audience
and what are they doing
• How to use this info to drive traffic/leads or
promote

What is Facebook Insights?

What is Facebook Insights?
• Facebook’s analytics tool for websites, business Pages (not
individual profiles) and apps
• Get a glimpse at how your Facebook page content and
marketing is doing
• Determine the best time of day to post, the best day of the
week to post and what type of content is most popular

What is Facebook Insights?
• Facebook’s analytics tool for websites, business Pages (not
individual profiles) and apps
• Get a glimpse at how your Facebook page content and
marketing is doing
• Determine the best time of day to post, the best day of the
week to post and what type of content is most popular

What is Facebook Insights?
• Facebook’s analytics tool for websites, business Pages (not
individual profiles) and apps
• Get a glimpse at how your Facebook page content and
marketing is doing
• Determine the best time of day to post, the best day of the
week to post and what type of content is most popular

What do you want to do?
• Use Facebook to drive traffic to a website
• Use Facebook to generate leads
• Use Facebook to promote content

.

How I used FB Insights
• Increased Facebook traffic to my website over 300%
• Generated repeat visitors to my website and more
readership of content
• Grew Facebook page from 100 to 900 Likes

Facebook Business Page
https://www.facebook.com/busine
ss/

FB Insights Dashboard
go to “Insights” box when you access your Page

FB Insights Dashboard
Go to http://
Or go to www.facebook.com/insights

Facebook keeps changing! New
FB Insights has:
• Simpler, cleaner design
• Simplified stats
• More content stats

New Insights vs. Old Insights

Facebook Insights Key Metrics

Overview of Terms
Likes: The entire count of Likes tracked over a certain time
period.
Reach: The count of people who have seen your page or posts
over a given time period, including Ads.
Engagement: Activity on a post – likes, shares, comments, clicks

Overview of Terms
Likes: The entire count of Likes tracked over a certain time
period.
Reach: The count of people who have seen your page or posts
over a given time period, including Ads.
Engagement: Activity on a post – likes, shares, comments, clicks

Overview of Terms
Likes: The entire count of Likes tracked over a certain time
period.
Reach: The count of people who have seen your page or posts
over a given time period, including Ads.
Engagement: Activity on a post – likes, shares, comments, clicks

Overview Dashboard

Post Dashboard

When Your Fans Are Online
Between 6 - 8
pm

Page Posts

Slice and dice!
If you are proficient at Excel you can export the data by post or by page and slice/dice.

Slice and dice!
If you are proficient at Excel you can export the data by post or by page and slice/dice.

Slice and dice!

Demographics
.
Create personas with the demographic
information you gather from insights. What does
an “Average” user of you page look like?
•Age
•Gender
•Location
Use this information to write copy for posts,
landing pages and other social media marketing
copy.

Demographics
.
Women
18-44

Facebook Advertising
• Grow Facebook audience relatively quick
• Drive website traffic
• Generate leads

Facebook Advertising
• Sponsored Stories: Built around user
activity. You pay to highlight a user action
such as liking a page. Cannot be used to
reach an audience that is not connected
through a friend.

Facebook Advertising
• Page Post Ads (suggested posts):
advertisements that begin as posts on a fan
page. In theory, good for content marketing
and promoting events.

Facebook Advertising
• Marketplace ads: traditional sidebar
advertisements, which include a headline,
body copy and image. Drive to FB page or
website/landing page

Facebook Advertising

Facebook Advertising
• Grow Facebook audience relatively quick
• Drive website traffic
• Generate leads

Facebook Advertising

Tips
• CPM (Cost per impressions) you’ll get charged for each
1000 impressions on your ad
• CPC (Cost per click) you’ll get charged for each click
• Use CPC (Advanced Options) for driving traffic directly to
your page
• Average click through rate (CTR) for FB 0.04% but varies
based on targeted and placement on FB

Facebook Advertising

Results
• Daily spend of $6
• .20 a click
• Average click through rate (CTR) 0.6%
• Grew Facebook page to 900 Likes
• Social-referred web traffic grew over 200%
• Unique visitors grew 100%

Tips
• Look at how specific content is
performing, demographcs and location of popular content
activity
• Look at trends, not just day by day use (excel
spreadsheet or a third party system to gather data)
• Target when creating ads, know your audience and get
as specific as possible
• Use Google Analytics (or a similar tool) to get
information on traffic to your own website

Thanks!
Keidra Chaney
@kdc
keidra@gmail.com
www.thelearnedfangirl.com
http://www.slideshare.net/kdccdk
http://www.slideshare.net/kdccdk/dabble-
facebooknew