Marketing analytics & reporting

How to Analyze Your Facebook Posts?

Creating and posting content on your Facebook page backed by guesswork and hunch is not enough for an effective Facebook marketing strategy. Instead, you need a proper Facebook post-analysis that will help you analyze your audience and their behavior so that you can create posts that resonate with them.

Krystyna Krajevskaja author
Krystyna Krajevskaja

Jan 16 2020 5 min read

How to Analyze Your Facebook Posts?

Table of Contents

  • Why Is Facebook Post Analysis Important?
  • What Is Facebook Analytics?
  • Where to Find Facebook Post Data?
  • What to Look At?
  • What Is a Good Engagement Rate on Facebook 2020?
  • Final Thoughts

Why Is Facebook Post Analysis Important?

Analyzing important Facebook post metrics will help you better understand your audience and discover the most appropriate content for them. By analyzing their behavior through likes, shares, comments, reach, impressions, and other metrics, you’ll find out what works best for your Facebook page.

This, in turn, will guide you to an effective Facebook marketing strategy and engaging audience.

The constantly changing Facebook algorithm is another reason to pay close attention to your Facebook post metrics. If you ignore these insights and choose not to use them to adapt your approach, your organic reach will likely take a nose-dive.

However, this shouldn’t be a one-time task, but something you’ll do regularly. Before we explain how Facebook post analysis can help you in your marketing strategy, we’ll first explain the meaning of Facebook Analytics.

What Is Facebook Analytics?

Facebook Analytics is a free Facebook analytics tool based on insights from over 2 billion users on Facebook. Relevant data gives you information about the people interested in your business or those already using it.

Facebook Analytics helps brands and businesses grow by providing valuable data that you should take advantage of. So, let’s find out how to analyze your Facebook posts and find all the necessary information.

Facebook Analytics

Where to Find Facebook Post Data?

Facebook Insights provides valuable data and analytics for your Facebook posts that will help you adjust and improve your content strategy and engagement. So, knowing where to find this information and the key metrics to look at is essential.

  • Go to your Facebook page and click on ”Audience Insights” at the top menu.
Audience Insights
  • Pick the Overview tab and then the Export Data.
  • A pop-up box will then appear with 3 data types available, and you should select Post Data.
  • You should then choose one of the following four layouts: post reach, post engagement, legacy layout, or legacy layout with vital and PTAT.
Facebook Post Data

Also, there are alternative ways that will help you get this information besides Facebook Insights. One of them may be a Whatagraph, which will create a report of all related data from Facebook Analytics thanks to our no-code connector.

Analyze Facebook Posts

What to Look At?

Here are the most important Facebook metrics to look at:

  • Post Reach
Facebook post reach

This Facebook metric shows how many unique individuals have seen your post in their News Feed. Reach is similar to the number of impressions, the latter being the number of total views of your post.

It would help if you tried to increase both metrics because the higher the reach, the higher the number of potential customers seeing your content.

When it comes to Facebook post analysis, your post reach will increase with the increase in likes, shares, comments, and clicks.

  • Likes, Comments, and Shares
Facebook interactions

People can engage with your posts in one of the following three ways: liking, commenting, or sharing. Therefore, you must analyze these metrics to know which of your posts have been most successful. Then, you can use them as a guide to create and post future content.

  • Shares

Sharing your posts is a clear sign that your audience resonated with them. It’s their way to show they approve of your content and want to share it with their friends and family.

No matter how they share your post, whether on their timeline, on their page, a friend’s timeline, in a group, or a private message, they help increase the reach of that post.

Knowing what posts get the most shares from people can help you create similar content and reach high.

40+ data

  • Comments

When someone comments on your post, it helps you get direct feedback from them. Positive comments mean your audience likes your posts. Negative comments are a sign that you need to change the content you’re posting.

So, try to create more posts similar to those with positive feedback and avoid creating ones similar to those with negative comments.

  • Post Clicks and Link Clicks
Facebook post clicks

It would help if you also looked at the actions your audience take on your posts. Sharing content that includes a clickable link requires analysis to find out if people clicked on it. To find this data, go to the Lifetime Post Consumers by Type tab.

Here you can see information about each of your posts during a specific period, including link clicks, clicks to play, photo views, and other clicks (shares, comments, or likes that generate stories.)

Thanks to this information, you can discover the type of posts your audience is most willing to take action on. This is especially beneficial for those trying to drive people to their website.

When your posts begin to draw engagement, expect to result in more reach. If you have constant click-through rates, the clicks on your posts and your website should increase.

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What Is a Good Engagement Rate on Facebook 2020?

The average Facebook post engagement rate is 3.6%. You can use this number to evaluate your engagement rate. Facebook engagement rate is important because it helps increase organic reach.

It ensures a better News Feed placement and extra exposure at no cost as each share or like can increase the reach of your posts.

Also, a good engagement rate means that you have an engaged audience, and that’s the dream of every marketer.

Here are a few tips to increase your engagement rate:

Share content that will make your audience smile, improve their lives, inspire them, or make them think. People don’t like a sales pitch, so make sure you avoid it.
Use Facebook Insights to learn what your audience wants and create a more meaningful connection with them.
Keep it short and simple to catch your audience’s attention and make them engage with your posts.
Focus on quality instead of quantity.
Reply to your fans’ questions and comments on your posts. If someone engages with your content, make sure you engage in return.
Use Facebook Insights to find out when your fans are most active on Facebook and post accordingly and regularly.
Never ask for likes or shares. According to Facebook, this is an engagement bait that leads to downranking your posts in the Edgerank – Facebook algorithm. If you want to ask your audience some questions, it should either be their feedback or opinion.

Final Thoughts

Analyzing your Facebook posts is crucial for your Facebook marketing strategy. A proper Facebook post-analysis will help you realize what works best for your Facebook page and create quality posts that resonate with your audience – something that every digital marketer should aspire to achieve.

You can find all the relevant data in the Post section of Facebook Insights on your Facebook page. Even though, at first, all of this information may be a bit overwhelming to sort out, the explanations in this article will hopefully help you understand everything better or to choose alternative options.

Some of the most important Facebook metrics to look at: post reach, engagement, post clicks, and link clicks, including shares, likes, and comments, as well as positive and negative feedback.

These factors will help you understand what your audience wants to read and inspire you to create similar content that will lead to more reach and engagement. This, in turn, will help you find continuous success on Facebook.

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Published on Jan 16 2020

Krystyna Krajevskaja author


Krystyna Krajevskaja

Krystyna believes optimizing the way you report data is the key to a good marketing strategy. A seasoned social media manager with experience in B2B companies, she loves to identify and share new business opportunities.