Facebook Insights: Data Export Details

Spring is upon us, and blossoms are blooming everywhere you look. My Mother gave my sister and I full reign of one of her flowerbeds one summer. Each trip to the nursery to buy plants was an adventure, as I spent hours in the sunshine exploring the beautiful plants and flowers, asking which varieties did best in our particular climate and learning how to care for them. Being the eight-year old little girl that I was, I finally settled for some pretty, pink snapdragons. It was fun to plant them, but even more fun watching them grow! Learning through trial and error how to best nurture them. They survived being pulled out by the gardener (who thought they were weeds), and even made it through a snowy winter to bloom again in a rainbow of colors the next summer.

Reporting is an essential part of any social media campaign. Facebook Insights offers admins some incredible tools for monitoring and nurturing their pages, because, as a social media marketing manager today, there is nothing I like better than to watch my pages on Facebook grow. Most people working with social media are aware of Facebook Insights, however, when you want to dig deeper, figure out what “climate” is best for your Page, and what content will help it grow, it is really helpful to be able to see more in-depth data. You will find that in Facebook’s Data Export Details.

Data Export details contain extensive data embedded deep within Facebook Insights. To see these little jewels, you need to export the data as an Excel spreadsheet. Here is a break down of the metrics: 

  • Key Metrics – An overview of all of the subsets below, on one tab.
  • Daily Like Sources – The number of people who liked your Page, broken down by the most common places where people can like your Page. (Unique Users)
  • Viral Reach by Story Type – Total number of people who saw a story about your Page by story type. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Viral Impressions by Story Type – Total impressions of stories published by a friend about your Page by story type. (Total Count; 3 tabs broken down Daily, Weekly and 28 Days)
  • Total Frequency Distribution – (Daily) The number of people your Page reached broken down by how many times people saw any content about your Page. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Page Posts Frequency Distribution – (Daily) The number of people who saw your Page posts, broken down by how many times people saw your posts. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Viral Frequency Distribution – (Daily) The number of people your Page reached from a story published by a friend, broken down by how many times people saw stories about your Page. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Talking About This By Story Type – (Daily) The number of people talking about your Page, by story type. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Page Stories By Story Type – (Daily) The number of stories about your Page by story type. (Total Count; 3 tabs broken down Daily, Weekly and 28 Days)
  • Page Consumers By Content – (Daily) The number of people who clicked on any of your content, by type. Clicks generating stories are included in “Other Clicks.” Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Page Consumptions By Type – (Daily) The number of clicks on any of your content, by type. Clicks generating stories are included in “Other Clicks.” Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count; 3 tabs broken down Daily, Weekly and 28 Days)

  • Lifetime Likes By Gender and Age – Lifetime Aggregated demographic data about the people who like your Page based on the age and gender information they provide in their user profiles. (Unique Users)
  • Lifetime Likes By Country – Lifetime Aggregated Facebook location data, sorted by country, about the people who like your Page. (Unique Users)
  • Lifetime Likes By City – Lifetime Aggregated Facebook location data, sorted by city, about the people who like your Page. (Unique Users)
  • Lifetime Likes By Language – Lifetime Aggregated language data about the people who like your Page based on the default language setting selected when accessing Facebook. (Unique Users)
  • Weekly Reach Demographics – Weekly Total Page Reach by age and gender. (Unique Users)
  • Weekly Reach By Country – Weekly Total Page Reach by user country. (Unique Users)
  • Weekly Reach By City – Weekly Total Page Reach by user city. (Unique Users)
  • Weekly Reach By Language – Weekly Total Page Reach by user selected language. (Unique Users)
  • Demographics People Talking About – (Daily) The number of People Talking About the Page by user age and gender (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Country People Talking About – (Daily) The number of People Talking About the Page by user country (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • City People Talking About – (Daily) The number of People Talking About the Page by user city. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Language People Talking About – (Daily) The number of People Talking About the Page by user language. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Daily Logged In Tab Views – (Daily) Tabs on your Page that were viewed when logged-in users visited your Page. (Unique Users)
  • Daily External Referrers – (Daily) Top referring external domains sending traffic to your Page. (Total Count)
  • Negative Feedback User Type – (Daily) The number of people who have given negative feedback to your Page, by type. (Unique Users; 3 tabs broken down Daily, Weekly and 28 Days)
  • Negative Feedback From Users – (Daily) The number of times people have given negative feedback to your Page, by type. (Total Count; 3 tabs broken down Daily, Weekly and 28 Days)

  • Daily Check-ins By Gender And Age – (Daily) Gender and age of people who check in at your Place (Total Count)
  • Daily Check-ins By Country – (Daily) Top countries of people who check in at your Place (Total Count)
  • Daily Check-ins By City – (Daily) Top cities of people who check in at your Place (Total Count)
  • Daily Check-ins By Locale – (Daily) Top locales of people who check in at your Place (Total Count)
  • Daily Mobile Check-ins By Gender And Age – (Daily) Gender and age of people who check in at your Place using mobile devices (Total Count)
  • Daily Mobile Check-ins By Country – (Daily) Top countries of people who check in at your Place using mobile devices (Total Count)
  • Daily Mobile Check-ins By City – (Daily) Top cities of people who check in at your Place using mobile devices (Total Count)
  • Daily Mobile Check-ins By Locale – (Daily) Top locales of people who check in at your Place using mobile devices (Total Count)

With the importance of content in social media marketing, these in-depth metrics will give you a lot of great insights about your audience. With the knowledge you gain from studying these deep metrics, you will be able to confidently craft more engaging content by understanding whom you are interacting with and what they respond to. A deep dive into a data export is will help your fan base bloom.

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Tia Marie Kemp

Tia Marie Kemp

Tia excels working in a variety of disciplines and with diverse personalities, bringing a personable professionalism to her client relationships. She earned her M.A. in Integrated Marketing Communication from Emerson College. Tia has worked in marketing, event planning and corporate communications for medical device, sports and technology industries. She is currently the Social Media Marketing Manager for Leica Sport Optics, and also contributes her creativity to Sociality Squared’s blog and marketing efforts.