Did you know? Raven’s Facebook metrics: Likes
Last week, we offered an introduction to the Facebook metrics available in Raven in Part 1 of this series. We covered metrics you see in the summary tab including metrics at the top, the summary graph and pages.
Now we’re going to focus in on the Likes tab, which I think you’ll really like. If you’re following along in Raven or exploring a trial account, we’re in Metrics > Facebook > Likes tab.
In the Likes tab, we’ll cover the following:
- Page Fans
- People Who Like Your Page
- Where Your Likes Came From
Based on your date range section, we’ll show you data for total likes and new likes in this first graph. Keep in mind you can only see up to 90 days worth of Facebook data in Raven due to a limitation of the Facebook Insights API, but you’ll be able to have enough data to spot any trends in the graph.
The yellow section of the graph is total lifetime likes. So if one of your goals is increasing Facebook likes, a steadily rising line is a good sign here. The number on the left corresponds to total likes. On the left, you’ll see the number corresponding to daily new likes.
- Total Lifetime Likes: The cumulative total number of unique people who like your Page.
- Daily New Likes: The number of unique people who have liked your Page each day in a given period.
If you are running specific campaigns and want to see the potential impact on your Facebook likes, go to Site > Events and add an event. Events are overlaid over most graphs in Raven so you can see the correlation between events and trends around them.
People Who Like Your Page
Next you’ll see likes broken down by demographics. Some metrics such as gender, age or country may be more important to you and your Facebook page rather than someone else. This section allows you to see if the people you are targeting are finding you on Facebook.
- Age: Percentage of people who liked your Page for each age bracket.
- Gender: Percentage of people of each gender who liked your Page. (Percentages may not add up to 100 because not everyone on Facebook specifies their gender.)
- Countries: Number of people who liked your Page, broken down by country. This is based on the user’s estimated home location.
- Cities: Number of people who liked your Page, broken down by city. Again, based on the user’s estimated home location.
- Languages: Number of people who liked your Page, broken down by language. This is based on the user’s default language setting.
Where Your Likes Came From
This graph gives you insights on your retention rate. It allows you to track how well you’re attracting people to like your page, and also measure how many people are unliking or unsubscribing from your page.
With insights from this graph you can do some experimenting with your frequency and type of content to see if it affects the number of people who stick around.
- New Likes refers to the number of unique people who have liked your Page each day in a given period.
- Unlikes refers to the number of unique people who have unliked your Page each day in a given period.
Also in this section you’ll find the Like Sources table, which shows you how folks found your Page when they liked it. This data can be helpful for insights on the impact of a Facebook Ad campaign, how important mobile traffic is, etc. You can change the date range for even deeper insights. Let’s look at each of the potential “like sources” and what they mean.
- Ads: People who clicked “Like” in an Ad or Sponsored Story pointing to your Page
- API: People who liked your Page through an app developed by a third party.
- External Connect: People who liked your Page from an external site using a Facebook social plugin.
- Favorites: Other Pages that have liked your Page.
- Hovercard: People who liked your Page from the popup window they get when they hover over a link that leads to your Page.
- Like Story: People who liked your Page from a story they saw about a friend liking it.
- Mobile: People who liked your Page from a mobile device.
- Page Browser: People who liked your Page using Facebook’s Page Browser.
- Page Profile: People who liked your Page on the Page itself.
- Page Suggestion: People who liked your Page through an invite from an admin.
- Profile Connect: People who liked your Page on the Page itself or in a News Feed or ticker story.
- Recommended Pages: People who liked your Page from a Recommended Pages unit on the right column of Facebook.
- Registration: People you added to your Page as admins.
- Search: People who liked your Page from their search results.
- Ticker: People who liked your Page from a story they saw about it in ticker.
- Timeline: People who liked your Page from the Likes section of someone’s Timeline.
- Wizard Suggestion: People who liked your Page in the New User Wizard when registering for Facebook.
P.S. Be sure to like Raven Tools on Facebook, too. It’s a great way to keep up with the blog and get even more exclusive content.