Facebook Page Insights for Businesses: Interpreting the Key Metrics of your Facebook Audience

by Conte.ai 23 minutes read updated on December 25, 2022

The most recent Facebook analytics tool, Facebook Insights, enables you to monitor, optimise and improve your Facebook marketing efforts by examining data from your business Instagram accounts and company Facebook page. 

It gives you information on the Facebook audience that interacts most with your page and helps you understand how well your content and overall Facebook strategy are performing.

To determine which aspects of your plan require modification, it is critical to evaluate the outcomes and performance of your Facebook marketing campaigns. Your social media marketing success can be greatly improved by using Facebook Analytics.

Facebook Analytics can now be accessed via Facebook Page Insights and the Meta Business Suite. Although they communicate their findings in different ways, they frequently overlap.

Are Facebook Analytics and Insights new to you? We've got you covered with all the essentials to help you master Facebook marketing, don't worry!


What is Facebook Insights?

Facebook Insights is Facebook's version of web page analysis; it allows you to keep track of information such as page views, posts, video plays, photo views and so on.

You can track user behaviour and post efficiency on an analytics dashboard and monitor user activity on your Facebook business page.

By analysing data from your Facebook page and Instagram accounts, Facebook Insights (formerly known as Meta Insights), Facebook's newest analytics tool, helps you track your Facebook marketing efforts.

Statistics tell you how well your page is performing, including the demographics of your Facebook audience and their reactions to your posts.

Why Use Facebook Page Insights for Business?

Sharing information on Facebook that is specifically tailored to meet your target audience's demands can help you connect with them and keep them interested.

However, have you ever considered whether or not the information you provide is actually making an impact?

Facebook Insights can help with this, so do not neglect to use it. It assists you in fine-tuning your social media marketing plans and ensuring that they are current and pertinent to your intended audience. Overall, monitoring user activity on your Facebook business page helps you target your audience more effectively.

The Insights analyses are based on the user information that Facebook collects (demographics, surfing history, preferences, etc.).

How to Use Facebook Insights

Make sure you are clear on the questions you want to answer before you begin your data analysis. This allows you to focus on a smaller number of important indicators.

When you know what you are looking for, you can start searching the data for patterns.

Imagine, for example, that you are auditing the content you publish, and you observe that your how-to blogs are shared considerably more often than your other material. This might mean that your audience is more receptive to this kind of information and that it benefits them and their community. As a result, if you want to increase interaction, you may want to focus even more on these posts.

Although it is necessary to analyse the facts, what you do next is the crucial part. Take note of patterns when you come across them, and perform tests to find out more about the preferences of your audience. This will enable you to better understand your Facebook audience and create material that appeals to their preferences.

Here at Conte.ai, we can do all the analytics for you to save you time. We will draw your attention to the most crucial indicators and take note of these details when preparing your next piece of conten

How to Understand Facebook Page Insights: The Key Metrics

In order to view Facebook Insights, you must have a company page. Then take the actions listed below:

After logging onto Facebook, go to your company page. Next, select "Insights" from the sidebar on the left side of the page.

source: @facebook

On the Overview page, you'll see a panel with three primary categories. There, you can get an overview of your page, comprehensive data on its readership and articles, as well as information about your top performer—the article that has received the most attention overall.

source: @facebook

Click "See Details" to get a more thorough overview of your page.

source: @facebook

Page overview

Here, in the page summary, you can see the most significant Facebook stats for the previous 28 days.

These statistics consist of:

  • Post reach: the number of views your posts received
  • Post engagement: the number of people that responded to or commented on your content
  • Recent page likes
  • New page followers
  • How many expressions you have had
  • How many comments you have received
  • How many times your content has been shared
  • The number of times your shared photographs have been viewed
  • Link clicks: the number of times your shared links were visited
  • How many individuals chose to remove your content from their timeline by clicking "Hide All Posts"
  • How many individuals have unfollowed you

Using this statistical data enables you to quickly determine whether your objectives have been met and how your content has performed over the last month.

To view important statistics for your Top Performer post, you can select "See Details".

source: @facebook

You can scroll down to get information on your most recent content and audience.

source: @facebook


Now let's move on to the "Posts" section.

Your posts from the preceding 90, 28 or 7 days are displayed in this section. They can be sorted by engagement, reach or date. Initially, your most recent posts will appear first. If you select a different option, the posts with the highest reach or interaction will appear at the top of the page.

Facebook also displays the reach and interaction of each of the listed posts here.

Just like in the previous tab, the data cannot be exported or compared to earlier findings. The tab aims to provide you with a fast overview of the most popular posts over a specific time period, as well as the fundamental stats for each post.

source: @facebook


Now let’s see what the “Audience” section has to offer.

In this tab, you can view your followers' basic demographic information, including the information below:

  • Age distribution of your followers
  • Top 10 cities and countries where your followers are located
  • Followers’ gender

In essence, you can see at a glance which age ranges and genders are predominant among those who view your content, as well as where they come from.

source: @facebook

That concludes the possibilities of Page Insights.

You’ll have to visit Meta Business Suite to learn more, view the evolution of your Facebook strategy's performance, and export statistics.

Meta Business Suite

To fully evaluate the success of your Facebook Page, you should use Meta Business Suite. Basically, you should launch a Business Suite if it takes longer than three minutes to review your observations.

To do that, select "Platform Tools" from the list of tabs on the left side panel. This will direct you to the business suite.

source: @facebook

Overview, Results, Audience, Benchmarking, Overview and Content are the six tabs used to organize the insights here. They can each be utilized for different purposes, and each has special qualities.

source: @facebook


On the Overview page, you can see your page's audience, top-performing content and reach.

Here, you can choose a target audience or new follower acquisition objectives. Facebook will then offer advice on how to achieve your aim.

The difference between Meta Business Suite and Page Insights is that you can define a specific time frame for the data here.


On the Results page, you can see:

  • Reach of Facebook and Instagram Pages
    The total number of individuals who have viewed any material coming from or relating to your Page, including posts, articles, adverts, social media data of users who engage with your Page, and more.
  • Visits to Facebook and Instagram Pages
    How many times people have viewed your page.
  • New Likes on Facebook and Instagram Pages
    How many new people have liked your Facebook page.

source: @facebook

What makes it different from the data displayed in Page Insights?

Here you can select a time window for your data, such as the last seven days, a specific time frame, or all data since you created your page.

To determine whether your numbers have risen or decreased, Facebook will automatically compare this data to the same length as previously. In short, you can determine whether your Facebook approach is helping you advance, hindering your progress, or outright standing in the way of your success.

Metrics based on results show you what you have accomplished within a time frame that you can change as you see fit. Advertising numbers are also included in these calculations.

You can find out how well you're performing on a day-to-day basis by analysing the charts. Consider how you performed last week compared to this week. 

Recognize any patterns—positive or negative—that affect your output and performance.

Additionally, pay attention to any actions you may have taken internally during the relevant period. Consider:

  • Did you produce additional articles or ad concepts?
  • Was there a particularly popular post?
  • What did you spend the most time on?

Any other factors that may have affected the performance should be considered as well.


You can view the breakdown of the current total audience of your Facebook page or Instagram profile in the audience stats section.

You can then use this to generate bespoke and lookalike audiences for Facebook advertising as it displays the size and demographic makeup of your audience. But you can also use the demographic information to try to find out more about your audience. Any firm should aim to better understand its ideal clients and who is currently most likely to interact with its products.

For instance, if you have a more thorough picture of your existing audience from, say, sales data, you can contrast it with the audience information from your social profiles. If there is a mismatch, you can begin to direct your audience toward what you require.

Keep in mind that if your Facebook page or Instagram account has less than 100 likes or followers, you won't receive audience data insights.

Age, gender and location are essentially all the information that is provided by the Facebook Current Audience tab. The time range and export format of the insights can both be changed here as well.

source: @facebook

Based on your current audience and past ad campaign choices, the "Potential audience" page displays the demographics of the individuals you might potentially target. In essence, it displays the size of the potential audience for your next advertising efforts (and its characteristics).

Age & Gender

The first thing you need to know about the age and gender demographic information is that it is an estimate based on what users tell Facebook and Instagram.

It will never be a precise figure, but it will give you a decent idea of the age and gender of your audience.

The gender divide between men and women is displayed in Insights, and you can see the precise % split by hovering over the pie chart or by looking at the percentages underneath the breakdown of ages.

Insights divides your audience’s age into six groups, as follows:

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+

Additionally, a gender split is provided for each age group.

Understanding your audience’s gender and age is essential when trying to expand a Facebook page or an Instagram profile since it helps you create better advertising and content that enhances engagement.

Top Cities & Countries

The Facebook statistics provide the top cities and nations so you can see where your audience is located.

For your Facebook audience, you will receive a top ten list of nations and cities, while for your Instagram audience, you will only receive a top five list.

The nations and cities are listed in order on the Insights page, together with the proportion of the audience in each location.

source: @facebook

If a Facebook page has the majority of its readership in two to three cities or countries, for instance, Insights can provide data to understand how to expand engagement effectively.

However, if the audience of your Facebook page or Instagram account is global with a more evenly distributed audience across cities or nations, it may be difficult to decide where to focus your attention when creating fresh material, for example.

However, even knowing the most populous cities and nations can help you learn more about your audience and aid in the expansion of your social media profiles.

Facebook Allows You to Filter Your Audience

The audience that interacts with and loves your page right now is said to be your current audience.

This is the audience you may be able to reach with tailored advertising.

You can see the total number of likes your posts have received, as well as demographic details like gender distribution and top cities and nations, on the Current Audience page.

You can view comparable stats and the pages your potential audience likes the most by selecting the Potential Audience option.

Based on what might appeal to your present audience, the potential audience area assists you in developing target markets for advertising.

We advise using the audience tools to generate more precise audiences for Facebook advertising since, in our experience, it can never be too exact for this purpose. But you have a choice.

The audience tab displays the same demographic information about the potential audience that we previously examined, including:

  • Potential audience size
  • Age & gender
  • Top cities and countries
  • Top pages


You can add your rivals’ pages and check their performance in the benchmarking tab.

You can view the amount of page likes a user currently has, how that number has increased over time and the number of content assets they created within a certain time period.

By choosing "Add Businesses", you can choose which businesses' performance to monitor in this area in addition to Facebook's recommendations for pages to watch.

source: @facebook


Under the Content tab, you will find the two pages Overview and Content.

On the Content page, you can view every article and post from a certain time period, including:

  • Reach
  • Reactions
  • Sticker taps (for Stories)
  • Replies (for Stories)
  • Link clicks
  • Comments
  • Shares
  • Results, i.e., the number of times your ad achieved a selected objective (for Boosted posts)
  • Cost per result

Each of these factors may be used to order the list. For instance, you can sort the list by link clicks and look at the top five articles to determine which ones drove visitors to your website.

In order to concentrate on a single material type, you can also remove Ads, Posts or Stories from the list.

source: @facebook

The Content Overview tab shows the organic reach and interaction of your posts. It displays how your performance has changed by comparing the data from the selected period to a preceding period of the same duration.

Additionally, it demonstrates which content formats and media types were the most popular.

source: @facebook

Frequently Asked Questions

  • What is Facebook Insights?
    The most recent Facebook analytics tool, Facebook Insights (formerly known as Meta Insights), enables you to monitor, optimize and improve your Facebook marketing efforts by examining data from your business Instagram accounts and company Facebook page.
  • What is Facebook Insights used for?
    You can use Insights to learn how people interact with your page. View statistics regarding the effectiveness of your page. See when your audience is on Facebook and find out which posts receive the most comments.
  • Is Facebook Insights free?
    It is a free Facebook analytics reporting tool that offers stats on the content of your page, such as audience demographics and the rate of engagement.
  • Can I view Insights for other pages?
    There are benchmarking measures that let you compare your results to those of related companies’ Facebook pages and Instagram accounts in the benchmarking area of the Meta Business Suite.
    Regarding rival Facebook pages and Instagram profiles, it displays the following stats:
     - Likes and followers of a page
     - Change in page likes or follower numbers
     - What volume of material they have posted on either platform
    You should be able to use this data to compare your performance to that of your main Facebook or Instagram rivals.
  • How do I export Facebook Insights data?
    In the Meta Business Suite, you can find the "Export" button and the time period of the data in the upper right corner of the "Results", "Audience" and "Content" sections.
    You should choose a specific date or time range before exporting.
    Click "Export" and choose the appropriate file format (png, csv, pdf).


You can strengthen your Facebook marketing approach by carefully examining Facebook's metrics and using extra technologies to help you where Facebook cannot. You can quickly identify your errors and correct them, or you can focus on the ideas and methods that are effective and yield the outcomes you desire.

Facebook metrics help you figure out how to proceed to accomplish your objectives—social media analytics are the foundation of social media marketing. If you pay attention, success is just around the corner.

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