Documentation > Digital Marketing > Social Media

Facebook Insights Audience

The Facebook Insights Audience report presents a demographic breakdown of fans who have liked the Facebook page being tracked. Specifically, the report enables you to access Page Fan demographic breakdowns according to age, gender, geolocation, and language.

Facebook indicates that their Insights metrics are only generated for Facebook Pages that have more than 100 people that like it. Likewise, demographic metrics, such as age, gender and location, are available in Page Insights once there is data for 100 or more people.

Important! In order to view this report, you must authorize a connection to a Facebook account that has Admin permissions for a Facebook Page.

Facebook limits the amount of data available via their API to 90 days. We follow Facebook's best practices in order to provide the reporting that they allow. We review third-party developer API changes monthly, so if they change the rules to allow for a longer reporting period, we'll update our reports accordingly.

Fans by Age & Gender

The Age Chart within the Facebook Insights Audience report indicates the number of users who have liked your page within a reporting period according to age ranges. Each range includes separate columns that segment the age range by gender.

The Gender Chart offers insights into the total percentage of both male and female page fans. To see the actual number of male and female page fans within a reporting period you can engage the chart's hover ability.

Fans by Country

Showing the distribution of your Facebook page fan according to country, the data in this section of the report is displayed visually via a column based graph. The top 10 countries are included in the graph, with the rest grouped in the 'Other' column.

Data for all fan countries is displayed in table format.

Fans by City

The Fans by City graph offers a localized view of your page fan demographic by indicating fans according to specific city. The top 10 cities are included in this graph, with the rest grouped together in the "Other" column.

Data for all fan Cities (provided that the users have indicated their city in their Facebook profile) is displayed in table format.

Fans by Language

This section of the Facebook Insights Audience report offers a segmentation of the Facebook page fans according to language. The top 10 languages are displayed, with the rest grouped together in the 'Other' column.

Data for all fan languages is displayed in table format.

Report Options

Important: Click the Apply Changes button to update the report

Report Dates

Select Report Dates from the Report Options calendar tool or select a custom date range the top right toolbar calendar
Check the Compare to Past box and select a period (optional)

General Settings

Enter a custom title to display across the top of the report (optional)
Show or hide report sections and features

Report Sections

Social Account Header (page name and logo)
Age & Gender Charts
Fans by Country
Fans by City
Fans by Language

Important: Click the Apply Changes button to update the report

Add to PDF Report

Conveniently add a report or graph with its current settings to a PDF report by hovering over the gold gear icon and selecting Add to PDF Reports

Select the PDF Report that you want the report or graph added to

Drag the new report or graph into the position you want it to display in the PDF and confirm that the Date settings do not conflict with the automated scheduling settings.

Add to Marketing Dashboard

Conveniently add a report or graph with its current settings to a marketing dashboard:

1. Hover over the gold gear icon and select Add to Marketing Dashboard
2. Select the Dashboard (campaign name)
3. Select the Dashboard Page that you want the report added to

4. Click the "Go to Dashboard" link to further customize the report (e.g., drag it to a specific position on the page, change date settings, etc.)

Refer to the Report Options section for details regarding the display settings, filters and sort options available for this report.

The report date (or date range) is governed by the selected Dashboard date option: Date Selection or Fixed Periods, learn more...

Daily reports default to the last day of the selected period
Weekly and monthly reports default to 1 month of data

To change the number of weeks or months displayed in a specific report, click the gear icon for any marketing dashboard report element and expand the Date option section, enter the number and click the Save Button.

Glossary of Facebook Metrics

Page Metrics

New Likes: the number of new people who have liked the Facebook Page.
Page Checkins: the number of times that people have indicated in a Facebook post referencing the Facebook Page that they visited the business or organization's physical location by utilizing the checkin option in a personal post.
Page Fans (aka Likes): the total number of people who have liked the Page. (Unique Users)
Page Impressions: the number of impressions seen of any content associated with the Page. (Total Count)
Page Likes (aka Fans): the total number of people who have liked the Page. (Unique Users)
Page Mentions: the number of mentions of the Page that are attributed to your ads. A mention happens when a person types @ followed by your Page name, then selects your Page name from a list, in a Facebook post or comment.
Page Stories: the number of stories created about the Page.
People Engaged: the number of people who engaged with the Page. Engagement includes any click or story created. (Unique Users)
Total Reach: the number of people who have seen any content associated with the Page. (Unique Users)
Unlikes: the number of Unlikes of the Page (e.g., users who previously Liked the page, and later clicked the Unlike this Page option).

Page Post Metrics

Organic Impressions: the total number of unique people who were show your Page post through unpaid distribution.
Paid Impressions: the total number of unique people who were shown your post as a result of ads
Post Clicks: the number of clicks on any of your content. Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
Post Impressions: the number of impressions resulting from all Page posts. (Total Count)
Post Likes: the total number of unique likes per post.
Post Reach: the number of people who saw any of the Page posts. (Unique Users)
Post Shares: the total number of times someone shared a Page post.
Posts by a Page: the number of times content posted by a Facebook Page has been referenced on another page.
Posts by People on a Page: the number of times that people posted on a page.
Post Type: Facebook's categorization of the post type can be link, photo, status, etc.
Targeting: audience segments defined for post ad distribution.

Facebook Ad Metrics

Avg. CPC (Average Cost per Click): The total cost of all clicks divided by the total number of clicks
Average Position: The average position of the campaign's ads on the SERP
Clicks: the number of clicks on your Bing ads triggered by each keyword
Conversions: The total number of conversions resulting from clicks on ads triggered by keyword
Conversion Rate: The number of conversions divided by the total number of clicks
CPA (Cost per Action: Total cost divided by the number of conversions
CTR (Click Through Rate): The percentage of times users clicked on your ads when they were displayed on the SERP (calculated as clicks divided by impressions)
Impressions: the number of times your Bing ads were displayed on Google SERPs
Match Type: Column showing the keyword match type in Bing Ads (Exact, Phrase or Broad)
Return on Ad Spend: Revenue divided by spend, expressed as a percentage
Revenue: Total revenue from conversions (revenue per-conversion times the number of conversions, calculated using a per-conversion revenue amount provided by the administrator)
Spend: Total cost of the clicks for each keyword
Total Ad Spend: The total cost of all clicks

Facebook Performance Reporting

Integrate Facebook Insights & Ads data for social media and PPC performance analysis in these reports and graphs:

Share Social Media Performance reports in these white label tools:

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