You might be asking yourself “what is Facebook Analytics?” and how do I use it? Facebook Analytics is a free service offered by Facebook that you can use (if your page has at least 5000 likes) to track your page’s analytics and demographics.

Facebook Analytics is a great tool for improving your Facebook presence. Held up to the light, you might mistake it for a crystal ball—and with good reason! The more you know, the better able you are to shape the future of your online brand and community. With this free e-book, Facebook expert Chris McGinnis breaks down Facebook Analytics into bite-sized chunks that are easy to digest and simple to apply.

What is Facebook Insights?

Facebook Insights is an analytics dashboard where you can track user behavior and post performance on your Facebook business page. In addition to providing key metrics like page views and post reach for paid and organic posts, the platform also recommends competitor pages to watch and track.

Facebook Page Insights vs. Facebook Audience Insights

Despite having similar names, Facebook Insights and Facebook Audience Insights have completely different functions.

Facebook Insights visualizes incoming data from your business page so you can learn how users are behaving on your page, what content they’re engaging with, and how your page matches up to competitors.

Facebook Audience Insights, on the other hand, is used for ad campaigns and helps marketers understand Facebook audiences in general (which can also include those who follow your page).

The platform includes information on user demographics, such as location and relationship status as well as user behavior, including average ad clicks and comments.

Where is Facebook Insights?

To access Facebook Insights, you’ll need to have a business page. Then, follow the steps below:

  1. Once you log into Facebook, head to your business page. Then, click on “Insights,” located on the sidebar to the left of the page.
  2. You’ll land on the “Overview” page which features a dashboard with three main categories. The first is your page summary, which shows key metrics from the last seven days. However, you can also view data from today, yesterday, and the last 28 days.
  3. Once you scroll down, you’ll see insights on your most recent posts.
  4. The last section features insights from your competitors. In this section, Facebook can recommend pages to watch, but you can also customize which brands’ performance you track by clicking “Add Pages.”
  5. To dive deeper into these metrics, you can click each category listed on the sidebar to the left of the dashboard.

Facebook analytics tools

While Facebook Analytics (with a capital A) may be shutting down, never fear. There still are three in-platform ways to access important data and insights: Facebook Business Suite, Creator Studio and Facebook Insights. And of course, Hootstuite’s own social analytics for Facebook are here if you need them, too. Let’s dig in.

Facebook Business Suite

As Facebook shuts down Facebook Analytics on June 30, 2021, they’re recommending users switch to Facebook Business Suite, if available.

Facebook Business Suite is a one-stop-shop to manage all your connected accounts across Facebook and Instagram. All your Facebook business tools live here; it’s where you manage all of your Facebook marketing and advertising activities.

And if you’re looking for insights into the results of your organic and paid social media on Facebook (and Instagram too!), you’ll find them here in Business Suite’s Insights section.

Here, you can see metrics, trends, and visual reports to help you gain insights about your overall account, or individual posts. These insights might include…

  • Engagement, including likes and comments
  • Demographic information about your followers
  • Reach of your Facebook Page

Note that Business Suite is rolling out to replace Business Manager and may not be available in your region quite yet. To access Business Suite, just log into the Facebook account associated with your business — if you’re eligible, you’ll be redirected to Business Suite when you go to on desktop.

Creator Studio

Creator Studio is a section of Facebook specifically designed for content creators, compiling all posting, tracking, managing and monetizing tools into one place. Creator Studio is also the easiest way to learn what new features or monetization opportunities you may be eligible for.

The Insights tab will feature a range of metrics to give you information about performance and reach of your content, Pages, and earnings.

With Creator Studio, you’ll be able to access insights like…

  • New followers (and unfollowers!)
  • Impressions, reach, and engagement
  • An in-depth breakdown of your viewers and followers
  • Loyalty and performance

Find more information about Insights in Creator Studio here.

Facebook Insights

Is it infuriating that Facebook calls everything on its website “Insights”? Yes, yes it is. But here we are: on the Facebook Insights page, buried within Facebook Business Manager.

Here you can review content insights, overarching traffic trends and incredible detail about your audience. It’s a great way to get a clear picture of just who is following, watching and liking your content.

This tool can help you dive deep into your audience, so you can learn how to effectively target your Facebook ads and organic content.


While things may be a little topsy-turvy at Facebook right now as it reshuffles its analytic tools, at Hootsuite, analytic tracking will stay the same.

Users will continue to be able to track their Facebook performance alongside all their other social networks from the Hootsuite dashboard.

Hootsuite Analytics offers a complete picture of all your social media efforts in one place. This simplifies your social media analytics work. It saves time and makes it easy to compare aggregate results across networks.

You’ll see key metrics for each of your social posts, including:

  • Clicks
  • Comments
  • Reach
  • Shares
  • Video views
  • Video reach

You’ll also see metrics for each of your profiles, including follower growth over time. You can select the metrics that matter most to you so you can see all the relevant results at a glance.

You can also see suggestions for the best times to post based on your account’s historical performance.

How to Use the Facebook Insights API

The Facebook Insights API, also known as the Ads Insights API, allows you to fetch ad data to track your ad performance. The API is particularly useful because it allows marketers to pull the exact data they want to track, no matter how granular.

To fetch the data from the API, you must determine what data you want to pull and create an access token for that ad, so that only your team can access that information. You’ll then need to determine where to import that data, like Google Sheets or HubSpot’s ads software within the Marketing Hub.

It allows you to pull your Insights API into the platform and match it against with data already in the CRM. This will provide a better understanding of the customer journey and give you a 360-degree view of how your ads are performing.

How to Export Facebook Insights Data

  1. Start on your dashboard overview. On the top right corner of your “Page Summary,” you’ll see “Export Data.”
  2. A window will pop up. From there, you’ll narrow down what data to export, the data range, file format and layout.
  3. Click “Export Data” and you’re all set.

Top Facebook Insights Metrics

Your Facebook Insights dashboard displays top metrics about your business page. On any given day, you can get a snapshot of your page’s performance and adjust your strategy accordingly. Top metrics include:

  • Page views – The number of times your page has been viewed by Facebook and non-Facebook users.
  • Page likes – How many Facebook users like your business page.
  • Actions on page – How many actions users take on your business page, such as to click on a website link or ask for directions to your store.
  • Post reach – The number of users on Facebook who saw your post.
  • Post engagement – How many people liked, shared, reacted, or commented on your post.

You also have video insights, which can tell you how your videos are performing. Key metrics include:

  • Minutes viewed – The total amount of time users have spent watching your videos.
  • Video views – The number of users who watched your video for three seconds or more.
  • Audience retention – How long you maintained your video’s audience in a video.

For tips on how to interpret your video insights, jump to this section.

How to Interpret Facebook Insights

Before you start analyzing your data, make sure you know what questions you want answered. This will help you narrow down which key metrics to focus on.

Once you know that, start looking through the data to identify patterns.

For instance, let’s say you notice that your how-to posts get shared at a much higher rate than your other content.This may indicate that this type of content resonates more with your audience and adds value to them and their community. As such, you may want to double down on these posts if your goal is to get higher engagement.

Analyzing the data is one thing, but what’s more important is what you do next. As you notice trends, take note of them and conduct experiments to learn more about what your audience wants. This will help you learn more about your audience and develop content that meets their needs.

If your team wants to focus on video insights, scroll down to the “Videos” tab on the left sidebar and click on it. Once there, you’ll see your top video metrics, such as watch time and top video performers.

For tips on how to understand your video insights, watch the video below. It dives into how to navigate your video insights dashboard and what your insights can tell you broken down by performance, loyalty, audience, and retention.


Facebook Analytics is a great tool for improving your Facebook presence. Held up to the light, you might mistake it for a crystal ball—and with good reason! The more you know, the better able you are to shape the future of your online brand and community. With this free e-book, Facebook expert Chris McGinnis breaks down Facebook Analytics into bite-sized chunks that are easy to digest and simple to apply.

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