How to Use Facebook Insights | Social Media Marketing

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When you’re actively using Facebook for your social media marketing, you’re consistently posting shareable content to users. The goal of this is to increase your overall engagement in hopes of increasing your website clicks. But with so much content being posted, it’s hard to tell what’s working and what isn’t. Do you want to measure the success of your marketing initiatives on Facebook? If so, you’re in luck! We can teach you in simple terms how to use Facebook Insights, the powerful tool you’ve been missing out on.

We can show you how to use Facebook Insights for your social media marketing.

What is Facebook Insights and How Can I Use It for Social Media Marketing? 

Before we can explain how to use Facebook Insights, it’s important that you know what it is. Insights is Facebook’s internal analytics tool to help measure your Facebook presence. And the best part is, it’s free! Insights can significantly improve your social media marketing because by properly analyzing the data it presents, you can make better decisions about how to further connect with your audience. Although Facebook provides a guide to the basics of Insights, the tool has a staggering amount of information and can seem pretty overwhelming to a first-time user. But if you know what you’re looking for, you’ll find that it’s actually quite simple! To avoid any confusion on your quest to learn how to use Facebook Insights, let’s break it down into the different sections.


Once you access Insights, which is found at the top of your business homepage, you’ll be brought to the “Overview.” This shows data from the last seven days, including page views, reach and engagements. It shows how your recent posts have been doing and includes some comparative data from competition pages. The overview section is a quick way to get a general idea of your recent marketing initiatives. But the more specific sections, which we’ll dive into next, are much more useful for optimizing social media marketing on Facebook.


“Likes” shows the trend of your page likes, how many likes your page has gained or lost each day and where your likes are coming from. The trend aspect is useful because it allows you to track whether or not your likes are increasing over time. If they are, you know you’re moving in the right direction. If they aren’t, you need to make some changes. In addition to the likes trend, where your likes are actually coming from is useful because it shows whether likes came from your page directly, from page suggestions or from ads. If you’ve been spending some time trying to get likes, this allows you to see what’s working best for your business.


“Reach” shows you the number of people your posts are delivered to. It’s also where your social media marketing efforts get a little tricky, as Facebook is designed so that posts with more likes, comments and shares are the ones that reach more people’s feeds. Fortunately, there are plenty of ways to improve your reach and using Insights is one of them. If you notice a spike or a dip in your reach data, you can investigate the specific post that caused it. When a post correlates with a spike in your reach, you’ll know to use more like it. When a post correlates with a dip, you’ll know to stay away from similar ones in the future.


“Views” shows which internet platforms people are using to get to your page, whether it’s Facebook itself, Google or your website. This can help you measure the effectiveness of your website or SEO strategy. This section also shows what people are accessing on your actual page, such as your posts, photos or “About” section. This information can help you optimize the popular areas of your page and use them to your advantage. For example, if you see a significant amount of people accessing your page’s photos, you’ll know that spending extra time on photo quality and content is well worth it.


“Posts” is perhaps the most effective aspect of Insights because it allows you to see how users are responding to your different posts. When marketing your business, it’s important to understand the kind of content your audience cares about. You can get an idea of that by comparing the reach and engagement of your posts. If you notice more reach and engagement on a certain post in comparison to the others, analyze it by identifying what makes that post unique from the rest. Is it funny? Informative? A compelling customer trial? You should pay close attention to your popular posts so you can focus on creating more posts that will please users in the same way.

Learn how to use Facebook Insights by understanding the people section to improve your social media marketing.


“People” shows data about the kind of people engaging with your page. This data information ranges from gender and age to location and language. This can be useful for determining who your business attracts. When you understand who your audience is, you can determine what you should and shouldn’t post. Perhaps you discover that 71% of those engaging with your page are women. If that’s the case, you’ll want to lean more towards female-friendly content.

Now That You Know How to Use Facebook Insights, What’s Next?

After reading this, you should have a better understanding of how to use Facebook Insights. So what comes next? Start using it! As a businessperson, you know that time is money. Using this tool will save you time and energy that would have been wasted on inadequate social media marketing because you’ll have solid evidence of what’s working and not working for your business. Take advantage of Insights and put your efforts into marketing that you know is worth it! If you need assistance with your social media marketing on Facebook, our group of professional online marketing specialists can do the work for you. Request a free marketing analysis from us today to find out how you can improve your digital marketing!

Susan is a graduate of Florida State University where she studied Editing, Writing & Media and Business. Her studies, along with a wide range of internships, have given her valuable knowledge and experience in the field of marketing. She is a creative thinker, very team oriented and has a passion for unique storytelling. Susan is eager to help companies grow their markets digitally and thrilled to be a member of the Digital Resource Team.

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