How to access Facebook Insights
Before diving into our discussion of what Audience Insights is and how to use the data it provides, let's go over how to access it.
Click anywhere on the main menu in the top left corner of your Facebook Ads Manager page. Under "Plan," choose "Audience Insights." Or go there directly by entering facebook.com/ads/audience-insights in your browser.
How to use Facebook Audience Insights
The first thing you need to do is to choose your seed audience. You may choose between:
Everyone On Facebook, to which you can apply multiple filters to narrow down your audience.
People Connected to Your Facebook Page, which shows data just on the people who like your page.
Once you have selected your base audience for analysis, you can use filters for customer segmentation. However, you can no longer create custom audiences from customer data due to privacy concerns.
What is Audience Insights on Facebook?
Once you have selected your seed audience, you can choose filters from the side bar on the left to segment your seed audience to discover more about selected groups of people who share characteristics relevant to your personal brand. You can segment your chosen audience on the basis of:
- Demographics, such as age, gender, relationship status, and education level.
- Page likes,
- And recent activity on the platform.
The default location for Facebook Insights is the USA. You can exclude specific states by hovering over the dropdown arrow for "All United States" and clicking on "Exclude Locations."
Want to look at locations other than the United States? Clicking on the "X" next to "United States" removes it as a preferred location. Then type in any new country for which you want data. You can also get data on the regional or city level, and you can analyze data from more than one city at a time, for instance, "Dallas and Chicago."
Under "Age and Gender" you can set a minimum and/or a maximum age, and you can choose the genders of the members of your audience you want to analyze. Or you can leave these blank.
The "Interests" tab lists the same interests you can click when you are setting up a Facebook ad. You can include interests in your Audience Insights analysis, but you cannot exclude them.
Interests are a key insight for making money on social media, because Facebook reports real interests, not just listed interests. Facebook bases this data on the pages your audience likes, the amount of time they spend engaged on specific pages, the pages they like, and the ads they click on.
The connections tab gives you a way to analyze your audience by their connection to your specific pages. You can exclude certain pages you own from the analysis.
You can also avail yourself of advanced filters such as "Job Titles," which may be of particular importance to you for B2B advertising, "Parents," "Life Events," and "Relationship Status."
Now let's take a look at how to use the information you get.
Understanding Facebook Insights
Ready for the insights Facebook will give you for your audience? Go to your Facebook page and click on Insights. You will get information back in 10 areas.
The Overview tab tells you how your Facebook page is doing, with a number of useful details. It gives you the key metrics for your Page, such as Page Likes, Page Engagement, and Reach for the last seven days. It gives you the percent change from the previous seven-day period. It also provides key metrics for your last five Facebook posts, and compares their performance to similar posts on Facebook.
Want to know how your page is performing compared to your competitors? Go to Pages to Watch. The top Facebook posts published in this section will tell you what's trending in your industry, and give you pages to curate for your followers.
The Likes tab tells you where your likes are coming from. It also tells you the growth pattern of your likes, and your average likes per week.