By Jamie Crager, Scott Ayres, Melanie Nelson, Daniel Herndon, Jesse Stay

Insights tells you which users use your Facebook app and how they use it. Although Insights provides limited data, the data is invaluable if you intend to use the app as a marketing tool.

Insights has several areas that provide critical information to the app developer:

  • Overview: A snapshot of your app’s activity, including the number of users, data on sharing, and a measure of performance based on API requests (that is, how many times the app pulls data).

  • Users: The number of users who use your app. The numbers are broken down into total active users, daily active users, new users by day, and demographic information. Lastly, the list shares how many users remove your app.

  • Traffic: Statistics showing how much and how often your app is used. This option also allows you to access your app’s performance.

  • Open Graph: Open Graph details. You can see how much activity the app gets (such as Likes and comments), clickthrough rates of stories your app posts (the percentage of viewers who clicked), and ticker and news feed impressions. The subcategories for Open Graph are

    • Story CTR (Click Through Rate)

    • Likes and Comments

    • Aggregation Activity

    • Ticker

    • Demographics

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  • Negative Feedback: The negative feedback your app receives. You can use this feedback to improve your app.

  • Other Features: Ratings and revenue. The App ratings section shows you the ratings that users have given your app. The Payments section tracks the revenue your app brings in and any chargebacks or refunds.

  • Developer: The technical efficiency of your app and the activity the app gets. The latter detail can be different than the number of users because some users may perform a lot of activities but others may spend only a short time in your app. This section also assesses any glitches in the app — API errors, restrictions, and warnings — so you can keep your app working properly.

All these items can be viewed by week, month, or a specific date range. You also can export the data to an Excel spreadsheet or a .csv (Comma Separated Value) file. These analytics are critical in measuring the effectiveness of your app. You can use this data also for marketing purposes to measure one effort against another.