September 30, 2013 by Stephane Allard
Facebook has recently launched a new version of their Facebook Insights tool. A major improvement, compared to the previous version, it now allows any Page owner to obtain good data to guide actions on Facebook.
Is the new tool enough for your needs? If you’re a very small Page, probably. For others, we think that some important features are missing.
Here is a list of
eight worthy features you’re missing out if you stick to Facebook Insights
instead of a third-party tool like Wisemetrics Stream.
1. Full Month Report
While you can select a month or more, you’re unable to tell how many people you’ve reached or engaged for a whole month. Insights’ charts give you this data on a week per week basis only and the excel extract will give you these numbers on a 28 days basis. You have no solution for receiving complete data for your monthly report.
2. Full Data History
Want to compare 2013 with 2012? Or The last 3 months with the 3 months before? You can’t. Insights only gives you data for the last 89 days.
3. Details of Engagement
While Facebook Insights provides some data about Likes, Shares and Comments, you have no total count and you have no data about Picture Views, Video Plays or Link Clicks that generally make up most of the total engagement.
4. Topics Analysis
Performance data on each post is great and necessary, but you need more to drive your content strategy. You need to review the performance of the topics as well. Did your product-launch posts generat engagement, virality or negative feedback? Are you talking too much about your charitable activities and not enough about your product? You need a third-party tool to easily measure that.
5. ROI Evaluation
You absolutely need to have a Facebook Page, but why? Facebook Insights doesn’t give you any tool to estimate the return on investment of your Page’s organic activities (Paid activities is another story).
6. Competitive Benchmark
If you have 1,231 likes on your post, is it a success or a total failure? Difficult to tell if you can’t compare with your main competitors.
7. Powerpoint Export
The final use of analytics is to produce a report. With the new Facebook Insights, you’re still losing valuable time copying/pasting graphs or exporting and crunching data into Excel if you’re brave enough. Wouldn’t your life be easier if in just one click you could generate a Powerpoint export on which you only have to add your comments?
8. Virality measurement
A great promise of Facebook is to gain visibility thanks to the platform’s virality features. Unfortunately, virality metrics have totally disappeared from the new Insights. But tools like Wisemetrics Stream still have them.
If you’re now convinced that you need more, have a look at our Facebook analytics solution : most data is absolutely free and you’ll get access to all the features listed above.