Your Page Summary
You can access your insights by clicking “Insights” on the top of your company’s Facebook page. It first brings you to an Overview Page that includes a Page Summary, Your 5 Most Recent Posts and Pages to Watch.
In the Page Summary you can view general numbers on actions, page views, likes, engagement, and videos. This means that you can see how many people click on your call to action (actions on page), the total number of page views and likes, the number of people your posts have reached, and the number of times people have engaged with your posts. Once you are using Facebook Insights regularly, these will be some of the most important numbers for you to look at.
There has been disagreement within the social media-marketing community regarding what is and is not an important insight, but everyone agrees that engagement is key. This is because it gives you a more accurate picture of how many people are actively thinking about your company based on how many likes, comments, and shares a post gains. Many people used to focus on Facebook likes, but that is only an idea of passive users, whereas true engagement shows deeper audience connection.
It is important to look at the difference between your reach (the number of people your posts have reached, plus likes, comments and shares) versus your engagement (number of times people are commenting, liking and sharing). You can see which posts are falling short (low engagement) and replicate those that are getting a good response. You want people to be mentioning your company, commenting on your posts, and sharing your content so that you reach more people organically. If you are getting high engagement not only does that mean that your content has been dynamic, but it is essentially receiving a free form of advertising.