If you've been running Facebook ads, have a Facebook page, or post on Instagram and wish you had more insight into your performance and potential target audiences. Then you need to know how to use Facebook Audience Insights.
Facebook Audience Insights within Facebook's business manager provides insight into audience performance and potential.
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Why You Should Use Facebook Audience Insights
There are several reasons you should be using Facebook Audience Insights.
The first reason is that it can help you improve your advertising results.
You can only improve what you track. By understanding your target audience better, you can create ads that are more targeted and relevant to your current audience.
Second, Facebook Audience Insights can help you save money on your advertising.
By understanding which demographics are most likely to convert, you can target your ads more efficiently and avoid wasting money on ads that don't perform well.
Third, Facebook Audience Insights can help you create better content for your page or blog.
By understanding what topics are of interest to your audience, you can create content that is more likely to be shared and liked. This will help you grow your page or blog's reach and engagement.
Fourth, Facebook Audience Insights can help you make better business decisions.
By understanding your audience's demographics, interests, and behavior, you can make informed decisions about where to allocate your resources.
Can I Still Use Facebook Audience Insights?
If you have been using the Facebook Business Manager for a while now you may have used Facebook Audience Insights in the past, when it looked like the below.
Facebook Audience Insights has had a facelift in the past few months and not for the better when it comes to the metrics provided.
That being said Facebook Audience Insights still provides some valuable information on potential audiences. So let's dive in.
What's Changed In Facebook Audience Insights
Facebook removed some of the audience data that use to exist within Facebook Audience Insights.
Above you can see demographic data connected to your Facebook page, and the ability to use people connected to your page these have been removed along with: job titles, education level, and some demographic information like race, and relationship status have been removed as well.
This could be due to Facebook attempting to create more privacy around data as well as changes made by Apple to provide more privacy for its customers.
Where To Access Facebook Audience Insights
To find Facebook Audience Insights, simply go to the business manager and select " insights" from the left-hand menu.
Once there you will see the following overview giving you insight into your Paid, Facebook page, and Instagram data.
For every tab, you will be able to change the date range you are looking at the data. So if you are looking for data on a targeted audience within a specific time frame you can pull that.
Analyze Facebook Audience Insights Results
Let's start with the results tab. Data is hidden for privacy reasons.
Within this tab, you would see data on your own Facebook page and Instagram account. Including page reach, visits, and new likes and follows.
I like to change the data range to view just the current month and then compare it to last year or the previous month to see how we are trending.
Facebook Audience Insights Tool Diving Into Conversions
Once you click on the conversion tab it will open a new tab. Here you can see your conversions grouped or spread out by channel.
I like that the conversions tab allows me to drill down into the performance of my social media marketing versus say my Facebook ad campaigns.
Using UTM"s can be helpful with everything you do. Doing so here can be helpful as you can also track this in Google Analytics as well. This allows us to have two different data points.
One final note here is that Facebook is rolling out the ability to change attribution. This will allow you to see which channel is driving the first touch point.
Facebook Audience Insights Lets You Analyze Your Content
You can use the audience insight tool to view data on ads, posts, and story creatives.
Within this tab, you will find data on reach, likes, and reactions to your post.
Facebook Audience Insights Audience Tab
This tab can be broken down to our current audience as well as the potential audience.
We no longer have the ability to analyze a saved audience or a custom audience. Instead, this data is based on the lifetime of the entire ad manager account and that's that, no seed audience or market segments are allowed.
The audience tab provides us with our only view on potential demographic data: age range, gender, top cities, top countries, and top pages for our potential audience.
As an ad manager, it's unfortunate that Facebook has chosen to reduce the data we can analyze natively on their platform. However, this view does provide us with some actionable data we can use to optimize our ads in the Facebook ads manager.
In the current audience section, we get preset filters for our Facebook page and Instagram account audiences.
Similar to the potential audience section the current section provides access to age range, gender, top cities, top countries, and top pages for our current audience.
Instead of being based on our ad manager account, the current section is based on the likes on our Facebook page and the followers of our Instagram account.
Facebook Audience Insights Final Notes
If you are looking for insightful data on your current audience based on Facebook Audience Insights. You may be out of luck. With the current changes to Facebook's audience tool, the gems that you could find have been removed.
On the other hand, if you are just getting started and not looking to learn how to use a complicated tool. This could be for you as it does provide a fairly good overview of your customers and is very easy to understand.
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