Facebook is everywhere these days. Customers, founders, and marketers. (followers on facebook) Marketers still consider Facebook an excellent channel for customer acquisition, even though it has billions of active monthly users. You can reach your targeted audience with paid ads through the track at a meager cost per click. Your ads will be displayed directly in your prospects’ newsfeeds, messages, and sidebars.
Facebook ads can be costly if you don’t know what to do or how effective your ads are. While most marketers believe they are experts on Facebook, it is possible to be unaware of the extent of the data and options that Facebook offers. It’s not easy to make the most of Facebook Insights.
If you don’t know the terms or how they relate, ad performance data can seem like another language. It is crucial to be familiar with the Facebook Insights framework and the metrics’ meaning. This guide will walk you through Facebook insights, including:
- Facebook: How to Get Results
- How to navigate the Facebook Insights dashboard.
- Which Facebook Insights data should you track.
- Data-driven tips to help you improve your advertising campaigns
Let’s now look at why many marketers continue to dedicate large amounts of their marketing budgets to Facebook advertising campaigns.
Facebook Insights to Customer Acquisition: Getting Results
Facebook is a top choice for marketer preference. When asked, “Which social media platform do you use for marketing your business?” 97% of B2C marketers chose Facebook, while 89% of B2B marketing professionals selected Facebook.
Facebook seems to sell everything, from highly sought-after Amazon products to B2B software. But why?
It is the effectiveness of the ads run on Facebook and the low cost of customer acquisition. Although Facebook ad costs have increased over time, they can still be a cost-effective way to reach customers.
In 2019, the average cost per click on Facebook (CPC) was $0.50, which decreased 5% over the previous year. Depending on your industry, you may be able to get this number lower with engaging content and proper targeting.
Marketers and ad strategists need to review campaign performance data every day (or more often) to ensure that the campaign is running smoothly.
Different strategies, such as featuring influencers or creating product videos (like this one below), can help you to succeed with your Facebook advertising campaign.
Publishers are increasingly outsourcing freelance designers to improve the quality of their ads.
If you don’t evaluate campaign data regularly, you won’t know what works well for your brand. Facebook gives you the information you need to make informed campaign decisions right from the Facebook Insights dashboard within Facebook’s Business Manager.
Let’s look at the basics of the dashboard and the key insights you can use to inform your next campaign.(followers on facebook)
Navigating the Facebook Insights dashboard
Click on the “More” tab at the top right of your Facebook page’s navigation. After the drop-down menu opens, you can choose “Insights” to open the dashboard and view all data.
Your “Page Summary” tab’s home screen displays performance data for your page. You can switch between data options to show data for today, yesterday, and the previous seven or 28 days.
Remember that the data is derived from your company’s Facebook page. The Facebook Ad Manager dashboard contains data about paid ad performance. These two data dashboards have different functions, but we will be focusing on Facebook Insights today and how you can use it in your campaign.
The summary includes actions on the page, previews and likes, post/story reach and recommendations, post engagement, and responsiveness. Videos, followers, orders, and videos. This summary can be helpful for busy marketers as it provides a preview of your Facebook performance in the past.
The same metrics can be seen on the sidebar navigation panel at the left of the page. Each page is its page in the Insights tab. It contains a wealth of data marketers, and ad managers can use to learn and digest. It is easy to access this tab and start to understand the types of insights that are available. But, those who use this information to inform their ad campaigns will maximize their reach on Facebook.
These are the top insights that you should be looking for, along with the steps to leverage them to increase the effectiveness of your Facebook ads campaigns.
Facebook Insights: What you need to know
It can be overwhelming to try and find all the data and understand what it means, especially when you first log in to the Facebook Insights tab.
(buy followers on facebook) Don’t get overwhelmed. Although all of the data on the dashboard can be used in some capacity, Facebook only allows you to use certain data sets for your ad campaigns.
Marketers need to be able to identify and decode fan demographic, geographic, and post data. These are the ones that we are focusing on right now.
Fan demographic data
Who are your true fans? If marketers have not done enough research, this question can be confusing. This question is constantly evolving and has a changing answer. Facebook Insights offers fan demographic data, making this question easier and less confusing. Click the “People” tab in the navigation menu at the top of the Facebook Insights homepage.
The People tab will open, and you can see demographic information about your fans. You can toggle between your followers, your followers, and people reached.
The fan data provides the complete demographic data on the people who liked your Facebook page.
Facebook Insights fan demographics
A demographic breakdown gives you a clear picture of the gender and age of people who like your page. There are also breakdowns of male and female followers within specific age groups. These ranges correspond directly with the ones in Facebook’s Ad Manager.
Facebook ads can benefit from demographic information. It helps you target the right audience. The audience is heavily male, as shown in the above data. About three-quarters of the four people who liked the Facebook Page were male, and one-quarter were female.
This breakdown should be considered when setting up campaign targeting parameters. You might allocate 75% to an ad group that targets males and 25% to one that targets females if you are optimizing for conversions.
If you want to reach more of your fanbase, it would be beneficial to use secondary age ranges and male/female variables. To do this, I recommend creating separate landing pages for each target audience. You could begin with a simple landing site, such as a squeeze page, to collect email addresses in exchange for a free ebook, webinar, or other valuable content, depending on your funnel’s complexity.
Implementing a follow-up email strategy is essential once users have exchanged their email addresses. This will convert them while they are still warm leads. You risk their going cold.
Fan geographic data
Like demographic data, fan geographic data is another way to target your audience. You’ll find three tables of geographic data under the “People” tab in Facebook Insights.
Fan geographic view of Facebook Insights
You can view the demographic data, including country, city, and language. You can also use the geographical data to learn more about your fans and where they live.
Online habit data
You know who your fans are. But do you know when they’re online? This information is crucial to ensure that your ad runs during peak times on the platform. This data can be found in Facebook Insights under the “Posts” tab.
Facebook Insights Online Habit Data
If their audience isn’t awake, no one wants their ads to run at 4 a.m. Assessing your past performance and peak times when your audience engages in your content is essential.
It’s even better to ensure that someone on your team is available for customer inquiries and requests whenever your audience is active. Many live chat programs can be integrated with Facebook Messenger, providing instant answers and possibly answering the most frequently asked questions.
You can at least let your audience know when they can expect a reply and when a team member will be back to them.(followers on facebook)
Post type data
Marketers must also evaluate the data available for post types. Marketers can also find information on the “Posts” tab of Facebook Insights. This includes “the success of different post types based upon average reach and engagement.” These options include shared videos, photos, and videos as well as links.
Facebook Insight posts data
Although there is no direct correlation between organic content and ads on Facebook, it indicates high-performing content your audience likes. You can see that shared video is viewed by an ordinary 1,311 more people per page than photos. Double down on what works for your business and discover what works best for you.
You must ensure that the data is accurate. Your average reach may be lower if you don’t post videos. It is not easy for marketers to create high-quality videos. However, judging by the high engagement, it may be worth considering hiring a video production agency.
Although video production may seem intimidating at first glance, it doesn’t need to be. It is easy to start a blog and then convert your blog content into other formats, such as video or audio.
This is an excellent example of omnichannel advertising and increasing your prospects and audience’s ability to consume your content in the most appropriate medium.
How to use Facebook Insights for advertising campaigns
Once you have your fan data, it is time to create the targeting parameters for your campaigns. (followers on facebook) Facebook Insights offers a tab that will open the Ad Manager from the left-hand navigation menu.
After the Ad Manager has opened, click on the “Audience tab” link in the left-hand navigation menu. This will show all custom audiences that you have created for your ad campaigns throughout the years. Click the button at the top-right to create a new audience.
You’ll be able to add the targeting parameters you learned from Facebook Insights when the pop-up box opens. This custom audience can be created by adding gender, age, and location data.
By adding location data, you can adjust the distance that your ads will appear to people within a specified radius. To increase or decrease your reachable audience, multiple audiences can be created.
Facebook Insights “Create Audience” view.
You can adjust everything from your occupation to your income. This allows you even to change the price of your products to suit new markets.
Once your custom audiences are created, it’s time to load them into your campaign and launch. You’ll need to optimize and evaluate your campaign in real-time, just like any other campaign. You might be wrong about the targeting that you thought was perfect. Assessing your business’s organic posts performance and the Facebook Ad Manager ad performance data is essential.
Cracking Facebook Insights For Advertisers
With its billions of users every day, Facebook is still an effective marketing channel. Marketers have been running ads on Facebook for years to take advantage of the low cost per click and high return on investment.
Campaign optimization and decision-making are only possible with accurate data. (followers on facebook) Marketers may be spending too much money without having any sales data. Facebook Insights gives marketers and ad strategists access to fan demographics, geographics, and online habits. This data can be used to guide campaigns. Marketers can create ad campaigns to increase their customer base and help grow their business.
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