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How to Add Facebook Insights to your Website – An In-Depth Look

Why should you be using Facebook Insights for your website?

Blog by: SEO Inc a San Diego Based SEO Services Company

Yes your actual website, just like Google analytics, but for Facebook. You actually add this in the code. The question is simple to answer. There are more than 750 million active users on Facebook, with over 50% of them logging on each day. People spend over 700 billion minutes per month on Facebook. Monitoring and adapting marketing strategies based on who is engaging with your content via Facebook is crucial to connecting and communicating with this largely untapped market.

Be aware, Insights data is only available to Facebook pages liked by at least 30 people. Adding Insights for your domain will provide data on active engagement clicks such as likes and shares, but also passive engagement such as impressions and referral clicks. Both active and passive engagements are crucial components in determining not only the direct interaction with content but also the overall visibility of your content. Insights for your website provide simplicity by keeping a record of progress tracking data on individuals using social plug-ins and links to refer others directly back to your actual domain. Optimizing your website based on real-time data to instantly to maximize visibility to the 750 million plus active Facebook users has never been easier.

How to Setup Facebook Insights for your Website: Step by Step

Facebook Insights for Website: Example Data
Facebook Insights for Website: Example Data

Step 1: Verify Your Domain

  • The first thing you need to do is claim Insights for your domain by associating it with a Facebook user account, Page, or App.
    • Generate a meta-tag by visiting www.facebook.com/insights and clicking the green “Insights for your website” button from the Insights dashboard. Type in your domain address into the text box.

 

Facebook Insights for Website Code Image
Facebook Insights for Website Code Image

Step 2: Tweak the tag according to access privileges desired

  • Choose who you want to have access to Insights for your page by selecting the user, page, or app to link your page with.
    • For single user access choose the user ID indicated with (You) next to it. If you want multiple users to have access to these Insights, make sure to select the actual page name or app you would like your page to be associated with. All administrators of the page or application will then allow access to approved users. If you remove an administrator from your page or application, their access to insights for your page will be discontinued at that time.
    • The meta tag generated can be tweaked slightly once you decide on access privileges. The tag you will initially be given will look something like this

<meta property=”fb:admins” content=”xxxxxxxxxxxx” />

  • To grant viewing permission to a specific user, owners of a page or admins for an app, adjust the meta tag accordingly:
    • <meta property=”fb:admins” content=”user_id” />
    • <meta property=”fb:page_id” content=”your_page_id” />
    • <meta property=”fb:app_id” content=”your_app_id” />

 Step 3: Add the generated or tweaked tag to the <head> section of the root webpage of your domain.

  • If your website uses sub-domains, the root file of each sub-domain must be claimed separately. Repeat Step 1 and 2 for each sub-domain page.

Instant access will be provided on all historical data Facebook has access to regarding your website. Begin by looking to the top left drop-down menu within your Insights dashboard. Here you can switch between viewing analytics for your Facebook pages, apps, and websites. Begin by selecting your newly claimed domain and clicking the Website Overview tab. This provides a snapshot of user engagement in terms of Site Engagement, Distribution on Facebook, and Referral Traffic.

Site Engagement shows the amount of link-sharing taking place through like, comment, and share plug-in buttons located on your website. A link to your site seen through a story about an action that took place through social plug-in, a status message, or Wall Post will be accounted for in total actions. Site Engagement gives a broad view of what social plug-ins are performing the best, and which social actions are being taken most.

Distribution on Facebook is an inside look at how your content is viewed by others. The number of times people viewed stories that link to your site can be obtained here. Impressions tells the amount of times a link showed up in a news feed. like stories shows traffic generated from Like button click stories, while share stories shows links viewed due to status updates or wall posts. Comment stories shows traffic activated from the comments box plug-in. Distribution on Facebook shows data on the passive side of engagement, which is invisible without Insights for your domain.

Referral Traffic displays how many clicks translate into traffic. The total number of clicks sent to your site from stories in news feed, page wall or profile walls is displayed here. These stories act as back-links to directly lead users to your website.

Real-time demographic data is provided about users of like, share comments box social plug-ins such as age, gender, language and country. Quick and accurate strategizing can be conjured up accordingly by using personal data to determine where opportunities are for maximizing both traffic and engagement. Learn about your already captive audience coming to your site from Facebook, or going from your site to Facebook. Present relevant content regarding the interests of the most interested demographic group. Use the Popular Pages tab to determine your most popular content and feature it on your homepage.

Play with the placement of your social plug-in buttons to put them near pictures, videos, or focal points of your site. Spots can be easily analyzed to determine your sites’ optimal social plug-in placement. Use the Feed Story CTR tab to see the how like stories look in terms of the title and description showing up in others’ news feeds. You can even enable users to write a short note about what they are liking.

Organic Facebook sharing increases website visibility instantly and immensely. Insights for your domain provides an in-depth discovery at the mediums utilized to converse about your website. Pay close attention to how content is shared, and which plug-ins lead to the most visibility. For long-term analytics, export any report on Insights to Excel (.xls) or comma-separated (.csv) file. Click the “export” button at the top right corner of any dashboard to download it.

Facebook’s version of analytic’s provides an Insightful demographic breakdown of individuals who shared or liked content on your website with Facebook friends, as well as data for those who viewed your site from referrals given via Facebook. In essence, Insights for your website will allow you to easily analyze and track the concrete and invisible progress created by building links to generate traffic to your website. It is now easier than ever to actually see the impact your creative link-building strategies are having, in conjunction with Facebook, on the amount of traffic coming into contact with your website.

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Written by SEO Inc a San Diego Internet Marketing Company

About Garry Grant

Garry Grant is a veteran expert in search engine optimization and the digital marketing industry. With nearly 20 years of experience, Garry has successfully built a multi-service operation at SEO, Inc., developing proprietary technologies through complex strategic solutions. He has extensive experience in key initiatives and operational responsibilities grounded in information technology and performance management.

Garry’s expertise and esteemed reputation, coupled with SEO Inc.’s impressive client success record has earned him such accolades as Entrepreneur Magazine's 2005 Hot List for the Hottest Internet Property, Inc. 500 2007 Honorary award for Fastest Growing Private Company in America, an Inc. 500 top 50 Company in San Diego, and interviews with The New York Times, The Wall Street Journal, WIRED, Entrepreneur and The Huffington Post.

Garry Grant began his online career in 1993 creating strategic Web and e-business solutions for Homepage.com, The Rush Limbaugh Show, Premiere Radio Networks, Clear Channel Communications, EarthLink and Artisan Motion Pictures. Today, Garry and SEO Inc.’s highly skilled digital strategists develop proprietary technology and strategic digital marketing direction for Fortune 500 companies including, SC Johnson, McAfee, Entrepreneur.com., Inc Magazine, IGN, Tacorri, LPL Financial, National Kidney Foundation, G4 TV, Fuel TV and Sony, just to name a few.