Facebook Rolls Out Updates To Page Insights

Chris CrumSocial Media

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Facebook announced today that it is inviting more Pages to provide feedback on recent updates it has made to Page Insights.

"These updates, aimed at helping marketers/Page admins better develop content and reach people on Facebook, improve the way we organize and report fundamental insights for Pages," a Facebook spokesperson tells WebProNews.

They do this, Facebook says, by making metrics more clear and simple, more actionable, and by providing more insights about the people that interact with your Page content.

"We heard from many Page admins that they want more insight into the actions that make up PTAT (People Talking About This)," says Facebook in a blog post. "For instance, how people's liking their business Page differs from people's interacting with their posts. For this reason, we're breaking out PTAT into elements that will now be reported separately as 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 checkins, and other interactions on a Page. PTAT as a combined metric will still be available for Page admins not participating in the new Insights preview."

"We also heard that the virality metric in Page Insights is often used as a benchmark for Page post quality," the company adds. "However, this metric doesn't include clicks in its measurement, which are a strong indicator of positive post engagement and a key piece in providing marketers with metrics around overall post quality. So moving forward, we're including clicks in this metric and renaming ‘virality’ to ‘engagement rate’ to be clearer in our definition."

In the new Page Insights, Facebook aggregates metrics about posts' performance, reach and engagement into new post-specific score cards:

Page Insights scorecardd

Also, with the new Page Insights, you can see demographic info not only for who you've reached, but who you've engaged.

Facebook will be rolling out the updates over the coming days to a select group of Page admins. The current Page Insights will continue to be available for all Page admins until later this summer, when the company expects to make the updates available to all.

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.