If you’re running a small business, then there’s a good chance that Facebook is one of your primary social media channels for engaging with your community. Not only is it a great way of communicating with your audience and advertising to find new leads, it also has a powerful analytical section.

Facebook Insights can give you excellent, usable data on how your page is performing and who exactly your customers are. To give you a better idea of how it works, The Business Backer created this infographic with details about its most important functions.

You can access Facebook Insights from the top menu bar when on your page. On the Overview page, you can see the highlights of your performance over the last week. This includes snapshots of Page Views, Post Engagements and Reach. You will also be able to access each of the important individual metrics that define your page’s success on the sidebar.

This includes the Reach section where you can see how many people a post was seen by, and break this down into whether it reached them through paid or organic means. As well as giving you an insight into positive reactions such as Likes and Shares, it gives you data on negative actions, such as Hide Post, Report as Spam and Unlike, so you can find out what is turning your audience off.

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You can also drill down into your Page Views to discover how popular different types of posts of yours are, as well as the best sources driving traffic to your page (i.e. paid or organic links from other websites to your Facebook page).

The Actions on Page section allows you to see how your audience is engaging with your content and also gives you the ability to break your visitors down into different demographics, such as Age, Country, and Device.

As one of your main social media channels for getting in contact with your business’ community, your Facebook page is a vital tool. By using Facebook Insights properly, you can understand your audience more, tailor your posts better and make your Facebook page even more effective.

A Small Business’ Guide to Facebook Insights