How to Access Facebook Insights to Gain Data for Your Target Audience

By Amy Porterfield, Phyllis Khare, Andrea Vahl

Facebook Insights can be a helpful marketing tool and provide you with key data. Facebook advertising differs from Google Ads in one important respect, though: With Facebook, you choose your audience by demographics, whereas Google Ads (also known as Google AdWords) target advertising based on keywords in searches. Because you can show your ad to a specific demographic, knowing your target demographic is critical.

  • Age

  • Gender

  • Location (if you have a business that isn’t local)

From your Facebook Page, take a look at the Insights area — Facebook’s statistics area, which shows your community demographics including gender, age, and location — to find out more about what demographic you’re currently connecting with on Facebook. Here are the steps to get to that demographics info via Insights when you’re logged into Facebook as your Page:

  1. Click the See All link in the Insights box of the Admin panel.

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    You also see the main Insights area for your Page. The first graph shows the weekly total reach of your post.

    The Overview is the main set of statistics you see when you first navigate into the Insights. Click the links at the top of the graph — Likes, Reach, and Talking About This — to see additional pages of statistics.

  2. Click the Likes link at the top of the page.

    You see detailed information about the demographics of your fans. Fans are broken down by age and gender. These demographics on your Page will help you decide which demographics to target in your ad campaign.

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You need to decide not only the target demographic for your ad, but also what to advertise. You can create a Facebook ad for your Page, for a Facebook Event, for a Facebook application, for an external website, and more.

So why would you want to pay to advertise your Page? The new Facebook advertising options enable you to reach out to new people who might not have another means of discovering you and your expertise, product, or service. You may want to

  • Reach a wider range of people who may be interested in your Event or application.

  • Use Sponsored post stories to reconnect with your existing audience.

  • Target the Friends of your community to show social proof with a Sponsored like story.

  • Push an important sales message or update into the News Feeds of your community for people who may not see your updates with a Facebook Promoted post.

In essence, you’re paying for people to like you — highly targeted people who’ll see your updates every day (assuming, of course, that you’re in fact posting every day and they’re watching their News Feeds). These new members of your community will value your expertise in your field, get to know you, and at some point (ideally) buy something from you.

If you’re advertising a paid event, you can probably see right off the bat the value of paying for advertising. But what if you’re advertising a free event? How can that end up making money for you? Simple — by giving you a new connection.

After you meet someone in person, you’ve made a connection with the person and have the potential to deepen your relationship to get that person to know, like, and trust you. Then, when he or she needs your goods or services, you end up being the first person who comes to mind.