In June, Facebook invited Page owners to try a new version of Page Insights that help create better content and provide admins with more information about their visitors. After gathering feedback, the company is rolling out the updated Page Insights to all Page owners today, as well as some new, highly requested features.
Something Facebook addressed with this update is giving admins a better sense of what is and isn’t working on their pages. To make this happen, the social network is consolidating some of its metrics and expanding others. Let’s look at the People Talking About This (PTAT) metric as an example.
The PTAT metric includes so many interesting components that some admins have found that it’s difficult to track reach and engagement separately. Now, instead of combining everything into one metric, Facebook will separate them into their own measurements: Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts), Page tags and mentions, Page check-ins, and other interactions.
And to help you better gauge post quality, Facebook has aggregated all of the metrics for positive and negative interactions into a post-specific score card so you can evaluate both side-by-side for each post. Similarly, the Virality metric was renamed to Engagement Rate and now includes clicks as part of its measurements.
And finally, the new Page Insights lets you see not only who you’ve reached, but also who you’ve engaged. This can help you identify how content resonates with different audiences and make better decisions regarding your content strategy.
Facebook noted that all APIs associated with the old Page Insights will remain available, and that if it plans to make any changes it will give advance notice. New APIs for new metrics will be added soon. The company is also still gathering feedback for the new version, so you can share your thoughts through the Send Feedback button in the top right corner.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.