At the end of 2018, Facebook had more than 2.32 billion, with a B, active users. Of those users, more than 1.15 billion are active on a daily basis. That’s a lot of users!

Facebook has become one of the most popular marketing platforms, and for good reason. With that many active users, there’s a good chance that your marketing campaign will convert. But, here’s the caveat …

How well are you converting?

Well, according to Wordstream, if you aren’t converting at a rate of 9.21% or higher, then you are underperforming. The average conversion rate on Facebook for all industries is 9.21%. So, are you converting at 9.21% or higher?

If not, what can you do to increase your marketing reach and conversion metrics?

Introducing Facebook Insights!

Facebook Insights is like Google Analytics, but for your Facebook marketing campaigns. If you are looking at your Insight data, you could be leaving a lot on the table, especially if you are converting at less than 9.21%.

There are multiple sections in Facebook Insights, but the most important sections are:

  • Page Likes
  • Post Reach (Organic and Paid)
  • Visits
  • People

We’ll briefly hit on each of these points.

Page likes are where someone has liked (and probably followed your page). This means that they are interested in something you’ve posted or a product/service that you are advertising. If your page likes are going up, this is a good sign.

Post reach, both organic and paid, are tracked here. This let’s you know how many people each of your posts have reached and by what method. This is a great way to do A/B testing to drill down to what is the most effective ad copy through Facebook.

Visits show you how many people are visiting your Facebook page and where they are coming from. Again, this will help you determine where to focus your efforts. If they are all visiting from external sources, find out the reason and build from that success.

And finally, people! This is what you want. This will break down your audience and help you to understand everything about them. How old they are, what their gender is, where they live, how many of them are actively engaged with your website. This is where A/B testing can really make the difference. Knowing these metrics should help you to develop better ad copy and increase your conversion rate.

Remember 9.21% is the average conversion rate across all industries for Facebook.

As a marketer, it’s your job to understand the market you are working with. And Facebook is one of the largest social media/search engines on the web, next to Google. With more than 1.15 billion active users each day, Facebook should not be ignored. And most likely, you aren’t ignoring it. But, if you haven’t been utilizing Facebook Insights, you’ve probably missed out on a lot of visitors and new customers. If you missed them, the question then is … did your competitors get them? Was it possible that they utilized Facebook Insights?

It’s time to stop ignoring Facebook Insights because you don’t … didn’t … understand it.