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Facebook updates Page analytics tool

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Menlo Park, Calif.—Facebook Inc. has updated its Page Insights analytics tool for business pages, adding recommendations on how to improve content and ad performance. Among the changes, Facebook will change its People Talking About This report to show more clearly the number of unique users who have “liked,” clicked on, commented on or shared posts, as well as the number of Page tags, mentions and check-ins, the company said on its Facebook Studio blog. In addition, the number of clicks on a particular piece of content has been added to Insights' Virality metric, which will be renamed Engagement Rate. To help enhance future campaigns, the analytics tool will now aggregate positive and negative viewer interactions with content or ads into a new scorecard to better identify elements that viewers interact with.
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