Where to Find Your Facebook and Instagram Social Media Analytics and How to Interpret Them

Where to Find Your Facebook and Instagram Social Media Analytics and How to Interpret Them

By: Kennedy Wilson, Events and Marketing Coordinator AACC

Analytics are a great tool to measure the success of your presence on social media and make measurable goals for your business, but let's face it... they can be a booger to find and understand sometimes!

Here's where to start...

1. On the left side of your Facebook page they'll be a bar that lists a bunch of links to other pages. Click on the "Meta Business Suite" link. See image below.

2.This will take you to the behind the scene work being created and analyzed for your business page. Then you'll go to the left hand side of your page and click on "Insights". See the image below.

3.After clicking "Insights" you'll be taken to a page that lists out all the analytics that are recorded as data for your social medias. Facebook and Instagram are connected, so both sets of data are available to you. If you're wanting you're wanting switch the social media platform to Instagram, go to the top of the page where it says "Facebook" click the down arrow and select "Instagram". It will then show you all of your analytics for that platform. 

The Analytics Low Down

The first tab on your analytics page is the "Overview" tab. This section provides you will an broad scope of your insights. It will usually feature your most engaged or viewed posts and reels, your reach (meaning how many people viewed your material), and your interactions (if people liked, commented or shared your content). It will also provide you with any new/recent follows to your social media pages. Now let's say you're wanting specific analytics from a specific date or span of time... you will go to the top of the page and click on the "Last 28 days" button. A calendar will pop down and you can select which days you are wanting to collect data from. This is a great way to set measurable goals for growing your following and/or engagement for the year.

The second tab is the "Plan" tab. This tab literally helps you create goals and helps you stay on track for improvement in your social media performance.

The third tab is the "Results" tab. This tab gives you a deeper insight of your views, reach, content interactions, link clicks, visits, and follows for your page organized by date. It provides this in a chart so you can see the difference in those categories from day to day, month to month, year to year etc.

The fourth tab is the "Audience" tab. Don't know your target audience?? No?? Here's where you determine who that is! In this section, Facebook will break down your social media following into age groups and provide you with the percentage of each age group you have. This will help you determine what kind of content you should be creating to connect with your target your audience. It will also provide you will the percentage of following based on their location. Example: 30.5% of our following on our Chamber Facebook page comes from Altoona, 15.1% comes from Des Moines, 5.7 % comes from Pleasant Hill etc. So again, cater your content to your results!

The fifth tab is your "Messaging" tab which provides insight into who's messaging your social media platforms, are they new, are they returning, and on the right hand side of the page it tells you the percentage of how you're appearing to them. Example: are they seeing you through paid for ads or are they coming to you organically. The higher the organic percentage you have the better! That means you're relevant and people are seeking you out. Our social media platforms at the Altoona Chamber are 100% organic meaning we reach thousands of people each week without having to pay a dime. 

The sixth tab is your "Benchmarking" tab. This section provides you with a comparison of how you're doing with others in your industry. For example, our Altoona Chamber page is currently at a 90 which is higher than other non-profit organizations in our area.

The next section covers an overview of your content statistics and again on the right hand side it will show you the percentage of interactions and following based off your ads or what you've obtained organically. Below that tab, you can dive deeper into your content and look at specific posts, reels etc. and get data specifically for that content individually. This again will help you set goals and determine what kinds of content are more successful than others.

The last section is your earnings section! This section provides you with a chart to see the money you made from your content on the platform. You can earn money from your content in a number of ways, including: in-stream ads, subscriptions, or branded content. AND each page of your insights can be exported into a PDF chart for you to keep on file and track progress! 

I hope this gives you a better understanding of your Facebook and Instagram analytics! Thank you for reading and we'll see you next time!