Facebook Insights – the built-in analytics tool set from Facebook – has changed for the better.
For Facebook Pages:
- Brands with Facebook Place pages can now track the number of check-ins and Facebook Deals claimed at their location(s)
For websites with Facebook social plugins:
- The performance of Facebook social plugins on a brand's website (such as the Like or Share Button) can now be fully tracked via Facebook Insights
- Aggregate demographic information – such as the age and location of website visitors clicking on a Like Button – is now accessible
- Facebook users frequently share links to a brand’s website manually (by pasting a URL into their status update); these informal shares and their resulting click-throughs are now trackable via Facebook Insights
- All social plugin analytics are now updated in real-time
For a more in-depth visual explanation of these changes, Facebook has published two relevant PDF guides: Insights for Pages and Insights for websites. For brands that have yet to include Facebook social plugins on their websites, now is the time to reconsider. These advanced Insights enable brands to be truly informed of which web content is resonating with visitors, who is sharing it (on Facebook), and what net effect (click-through rate) it is driving. Get ready, these expanded analytics continue to cement Facebook's role as the prime socializer of the web.