Facebook has begun rolling out a new analytics update for page managers. This new “Insights” tool modifies previous Facebook metrics, and does a much better job aggregating data. The update began rolling out to page managers earlier this summer, and by now, should be available to most users.

Facebook Insights

If you’ve used Facebook Analytics in the past, then you’re probably familiar with the metrics, “People Talking About Us” (PTAT), and “Virality”. PTAT was introduced a couple of years ago, and measures how many Facebook users are liking, sharing, commenting, or viewing your page. It essentially aggregated the number of users who are interacting with your page into one metric. Well now, PTAT will be broken up into five new insights, “Page Likes, People Engaged, Page Tags and Mentions, Page Check-ins, and other interactions on a Page.” People engaged simply refers to the number of unique users who have liked, commented on, or shared your posts. The breakdown of People Talking About Us into these five insights really gives page managers a better understanding of how well they’re interacting with their audience.

Engagement Rate

“Engagement Rate” is the new name for viralty. Previously, this metric measured how many stories were created from a post. Facebook has now expanded this metric to include the number of clicks that a post receives.

Looking for data on individual posts? Facebook has consolidated all data for individual posts, to make it easier for page managers to examine the effectiveness of a post. Therefore, it gives you easy access to metrics including Reach, Engagement, and Negative Feedback, for each of your posts.

Demographics

Knowing your target audience is essential when it comes to creating social media content, and Facebook recognizes that. Insights now includes Age, and Gender metrics for all of your fans, and compares them to all Facebook users. This feature also includes Geography, and Language. This information gives page managers a better understanding of their core audience. It also allows them to tailor their Facebook content accordingly.

So, if you’re a Facebook Page Manager, be sure to check out the new Insights tool. All of this new data should go a long way towards increasing the effectiveness of Facebook campaigns.