Facebook has received a lot of feedback regarding their Page Insights tool. Page admins have expressed that Page Insights should be more actionable and that it should be clear how the metrics provided can drive the results they care about. Today, Facebook announced that they’ve taken this feedback and updated their Page Insights tool.
How Has Facebook Updated The Page Insight Tool?
Facebook has updated the Page Insights tool to give Page admins a deeper look into fan engagement. Here is a quick breakdown:
Facebook Has updated Metrics To Make Them Clear and Simple
One of the main concerns among Facebook Page admins is that Page Insights don’t include the specific actions that make up People Talking About This (PTAT). Within the announcement, Facebook explained that they will be breaking down PTAT into separate elements. These elements will include Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your post), Page tags and mentions, Page checkins, and other interactions on a Page. Facebook has also simplified the virality metric. Virality is often a benchmark for Page post quality, but as it stands, this metric doesn’t include clicks in its measurement. Facebook is now including clicks in the metric and has changed the name to ‘engagement rate’.
Facebook Is Helping Marketers Create and Publish Better Content
Facebook has created a post specific score card for marketers to better evaluate positive and negative metrics altogether. Facebook hopes that the updated metric will help Page admins to better identify the content people interact with so they can produce more of it, and enjoy an increased reach and impact on Facebook.
Facebook Is Providing More Insight About the People That Interact With Your Page
The updated Page Insights will not only show you the demographic breakdown of those you’ve reached, but it will go further to give you a better look into those you’ve engaged with. Facebook believes that this will help Page admins to identify what content is resonating with what audiences in order to better inform their Page content and strategy.
Starting today, Facebook will begin rolling out updates to the Page Insights tool. For now, they’ve only invited a select group of Page admins to participate in the preview. According to Facebook, the update will be available to all Page admins later this summer.