Facebook Insights - Page & Post Analysis

FACEBOOK INSIGHTS
PAGE ANALYSIS & POST ANALYSIS

OUTLINE

• Overall Brand Page Performance Dashboard

• Page Insights

• Post Analysis

• Key Notes

OVERALL BRAND PAGE PERFORMANCE
DASHBOARD

OVERALL BRAND PAGE PERFORMANCE DASHBOARD

Create a new excel sheet

Select the time frame for which you want to evaluate the performance

• Example: 20th August’12 to 26th August’12

Formulate the excel sheet ‘DASHBOARD’ in the below mentioned format:

PAGE INSIGHTS – LIFETIME FANS | NEW LIKES | UNLIKES

Select your ‘PAGE’ by clicking on the page in the ‘PAGES’ section, which is present on the
left side of your NEWS FEED; as indicated below:


Click on ‘SEE ALL’ on the ‘INSIGHTS’ section as shown below:


On clicking on ‘SEE ALL’, the below mentioned screen will appear; now click on ‘EXPORT
DATA’


On clicking on ‘EXPORT ALL’, the below mentioned screen will appear

Now click on the ‘PAGE LEVEL DATA’, which would provide you with ‘PAGE INSIGHTS’


Select the ‘START TIME’ & ‘END TIME’; Select the ‘FILE FORMAT’ as EXCEL


All dates & times are in Pacific Time, therefore, it is always recommended to select dates
TWO DAYS PRIOR to the actual Start Time & TWO DAYS POST the actual End Time

In this case, we need to look at the Page Insights for the period 20 th August’12 till 26th
August’12; in order to account for the Pacific Time to Indian Standard Time Adjustment,
we would select 18th August’12 as the Star Time & 28th August’12 as the End Time

Select ‘DOWNLOAD’


Once the download is completed the below mentioned window appears

Select ‘YES’ when a window as shown below opens:


On opening the FACEBOOK INSIGHTS – DATA EXPORT, Select ‘ENABLE EDITING’ in order to
analyze the data as shown below:


In the FACEBOOK INSIGHTS – DATA EXPORT the data required for the Current Analysis will be
obtained in the worksheet titled ‘KEY METRICS’, as indicated below

Sort the dates in COLUMN A and ‘DELETE’ additional dates that were selected in order to account
for the Pacific Time & Indian Standard Time adjustment, we are now left with dates from 20th
August’12 to 26th August’12:


Select ‘LIFETIME TOTAL LIKES | DAILY LIKES | DAILY UNLIKES’, which are present under column ‘H’, ‘I’ &
‘J’ as shown below

‘COPY - (Ctrl + C)’ the Lifetime Fans | Daily Likes | Daily Unlikes from 20th August’12 to 26th August’12

‘PASTE VALUES - (Alt + E + S + V)’ the copied onto the ‘EXCEL SHEET DASHBOARD’ as shown below:

‘Ctrl + C’

‘Alt + E + S + V’

POST INSIGHTS – LIKES | COMMENTS | SHARES

Now click on the ‘POST LEVEL DATA’ in the below mentioned window, which would provide you with ‘POST
INSIGHTS’

All dates & times are in Pacific Time, therefore, it is always recommended to select dates TWO DAYS
PRIOR to the actual Start Time & TWO DAYS POST the actual End Time

In this case, we need to look at the Post Insights for the period 20th August’12 till 26th August’12; in order to
account for the Pacific Time in to Indian Standard Time Adjustment, we would select 18th August’12 as
the Star Time & 28th August’12 as the End Time

Select ‘DOWNLOAD’


Once the download is completed the below mentioned window appears

Select ‘YES’ when a window as shown below opens:


On opening the FACEBOOK INSIGHTS – DATA EXPORT, Select ‘ENABLE EDITING’ in order to
analyze the data as shown below:


In the FACEBOOK INSIGHTS – POST DATA EXPORT the data required for the Current Analysis data
will be obtained in the 2nd worksheet titled ‘LIFETIME TALKING ABOUT THIS’

‘ADD a COLUMN’ next to ‘COLUMN G’, enter a time duration 12 Hours & 30 Minutes (12:30:00) in
the cell H2 in order to Adjust Pacific Time to the Indian Standard Time, time difference is
between them is approximately 12 Hours and 30 Minutes, as shown below:


ADD the ‘DATES’ mentioned under the Column G ‘POSTED’ to 12:30:00, using the formula as
mentioned below

‘$’ sign is pre-fixed to ‘H’ & ‘1’ in order to freeze the cell ‘H1’ so that we can ‘COPY’ &
‘PASTE’ the formula present in cell ‘H2’ onto the other cells present under the Column H


‘COPY’ & ‘PASTE’ the cell ‘H2’ on to the remaining cells of Column ‘H’


‘REMOVE THE FORMULA’ from the cells of ‘COLUMN H’ by COPYING all the elements of
Column H & PASTING VALUES onto their exact same old cell locations

Example, for removing formulae from cell H2, you COPY (Ctrl + C) the cell H2 & PASTE
VALUES (Alt + E + S + V) onto the cell H2

Before Removing the Formulae from cell H2, the Formula Dialog Box will contain the
formula (Fig. BEFORE); once the formulae is removed by Pasting the values, the Formula
Dialog Box will contain only the Date & Time (Fig. AFTER) as shown below
BEFORE

‘Alt + E + S + V’

AFTER


‘RE-TITLE COLUMN H’ as ‘POSTED’, as the time difference is now adjusted

And then ‘DELETE COLUMN G’ as it is no longer required

Add ‘FILTER’ to the columns of the excel; through Data  Filter or (Ctrl + Shift + L)


Sort Column G as ‘OLDEST TO NEWEST’ as shown below:


‘DELETE’ additional dates that were selected in order to account for the Pacific Time &
Indian Standard Time adjustment, we are now left with dates from 20th August’12 to 26th
August’12:


Please note that the Column - ‘POSTED’ contains both ‘DATE’ as well as ‘TIME’, we need to
Separate ‘DATE’ & ‘TIME’ into two separate columns for this analysis
In order to do so we insert a new Column Next to Column G


Separating DATE & TIME in different Columns:
2. Select only ‘SPACE’ & press ‘NEXT’
• ‘SELECT’ all the elements of COLUMN G

• Select DATA  TEXT TO COLUMNS

1. Press ‘NEXT’

3. Press ‘FINISH’


After performed the instructions mentioned in the earlier slide, we obtain a COLUMN H as shown
below:
Now ‘DELETE’ the new column added which now contains the ‘TIME’ as we do not require Time for
this analysis


‘ADD’ yet another new column next to Column G again & title it ‘COUNT’; FILL ALL THE
CELLS of the columns with ‘1’, as we need to get a count of number of posts made on each
day


Now formulate a ‘PIVOT TABLE’ for the entire worksheet, in order to get the day-on-day
performance of the posts made on your Brand page

Step 1: Select All (Ctrl + A)

Step 2: Create Pivot (Alt + D + P)  Excel List or Database  PivotTable
2. Press ‘NEXT’
1. Press ‘NEXT’

3. Press ‘FINISH’


‘PIVOT TABLE’ appears as shown below


‘DRAG & DROP’ Posted into ‘ROW LABELS’ as shown below


‘DRAG & DROP’ Count, Like, Comment & Share into ‘VALUES’ as shown below


Change ‘VALUE FIELD SETTINGS’ to ‘SUM’ for all the elements in ‘VALUES’ as shown below

Select ‘VALUE FIELD SETTINGS’

Select ‘SUM’


Once the ‘VALUE FIELD SETTINGS’ of all the elements in ‘VALUES’ are changed to ‘SUM’,
the below mentioned table is obtained:


COPY ‘SUM OF COUNT’ elements in ‘PIVOT TABLE’ & PASTE VALUES (Alt + E + S + V) into
the ‘POSTS’ Column in ‘EXCEL SHEET DASHBOARD’, as shown below:

‘Ctrl + C’

‘Alt + E + S + V’


COPY ‘SUM OF LIKE’ elements in ‘PIVOT TABLE’ & PASTE VALUES (Alt + E + S + V) into the
‘LIKES’ Column in ‘EXCEL SHEET DASHBOARD’, as shown below:

‘Ctrl + C’

‘Alt + E + S + V’


COPY ‘SUM OF COMMENT’ elements in ‘PIVOT TABLE’ & PASTE VALUES (Alt + E + S + V)
into the ‘COMMENTS’ Column in ‘EXCEL SHEET DASHBOARD’, as shown below:

‘Ctrl + C’

‘Alt + E + S + V’


COPY ‘SUM OF SHARE’ elements in ‘PIVOT TABLE’ & PASTE VALUES (Alt + E + S + V) into
the ‘SHARES’ Column in ‘EXCEL SHEET DASHBOARD’, as shown below:

‘Ctrl + C’

‘Alt + E + S + V’


APPLAUSE RATE = (LIKES / POSTS / FANS) * 1000000 : It is defined as the number of LIKES
per POST per 1Million Fans

APPLAUSE RATE FORMULAE is mentioned in the EXCEL SHEET DASHBOARD below, the same
is applied to all the remaining cell of COLUMN J


CONVERSATION RATE = (COMMENTS / POSTS / FANS) * 1000000 : It is defined as the
number of COMMENTS per POST per 1Million Fans

CONVERSATION RATE FORMULAE is mentioned in the EXCEL SHEET DASHBOARD below, the
same is applied to all the remaining cell of COLUMN K


AMPLIFICATION RATE = (SHARES / POSTS / FANS) * 1000000 : It is defined as the number of
SHARES per POST per 1Million Fans

AMPLIFICATION RATE FORMULAE is mentioned in the EXCEL SHEET DASHBOARD below, the
same is applied to all the remaining cell of COLUMN L


ADD the total number of POSTS, LIKES, COMMENTS & SHARES; the formulae for the same is as
mentioned below, this would determine ABSOLUTE COUNT of the PAGE ACTIVITY;

APPLY the formulae for the cells G11, H11 & I11

APPLAUSE RATE, CONVERSATION RATE & AMPLIFICATION RATE CANNOT BE ADDED


Calculate the average number of LIKES, COMMENTS & SHARES; per 1 POST; the formulae for the
same is as mentioned below, which determines AVG. PERFORMANCE OF EACH POST;

Since, we are the determining average Likes, Comments, Shares; CELL F12 will contain ‘1’ which
indicates ‘1 POST’

‘$’ is pre-fixed to ‘F’ & ‘11’ in order to freeze the cell: TOTAL NUMBER OF POSTS; apply the same
formulae for the cells G12, H12 & I12 to get Avg. Likes / Post; Comments / Posts & Shares / Post


Calculate the average APPLAUSE RATE, CONVERSATION RATE & AMPLIFICATION RATE; the
formulae for the same is as mentioned below;

APPLY the formulae for the cells J12, K12 & L12

KEY NOTES

• ‘TOTAL FIGURES’; is useful to understand the ABSOLUTE COUNT of the OVERALL PAGE
ACTIVITY

• ‘AVERAGE FIGURES’ is useful to understand the AVERAGE PERFORMANCE of EACH POST

• ‘APPLAUSE RATE, CONVERSATION RATE & AMPLIFICATION RATE’; is useful while one wants to
analyze the growth of the brand page’s performance over a period of time

• These THREE measurement units NORMALIZE the NUMBER OF POSTS made as well the
NUMBER OF LIFETIME FANS over the period

• Therefore, it helps us to determine whether LIKES / POST / 1MILLION FANS or COMMENTS /
POST / 1 MILLION FANS or SHARES / POST / 1 MILLION FANS has increased / decreased from
one Time Frame to another

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THANK YOU
Praneeth Marisa;
Social Media Community Manager

@The_Devante

Facebook Insights - Page & Post Analysis

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