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If your company has created a Facebook Business page (and if you haven’t, get on that!), you can analyze some key data metrics within the social network’s channel, as shown in Figure 3-2:

 Engagement: The number of likes, clicks, and shares your posts have generated. One useful feature allows you to compare metrics from one week with metrics from another week.

 Post Reach: The number of people who have seen any of your content.

 Impressions: The number of times your company’s page is displayed.

 Organic Page Likes: The number of people who like your page without coming from an ad campaign. This metric highlights the total amount of likes, as well as the number of new page likes on a week-by-week basis. It also helps you understand if your Facebook presence is growing at a healthy rate.

 Paid Likes: The number of people who have liked your page who came from your ad campaign.

 Reactions: The number of people who have engaged with your posts by using the various Facebook reaction emojis.

 Unlikes: The number of people who unliked your Facebook page this week. If this metric ever spikes, it’s worth investigating the reason, such as a controversial post.

FIGURE 3-2: Facebook Insights offers a wealth of audience metric data for you to analyze.