Goodbye PTAT: A Breakdown of the Changes to Facebook’s New Insights
This week, Facebook updated their entire Insights tab for page admins, and there are some big differences that are important for any social marketer to understand.
As a social media or community manager, having a firm grasp on what the key Facebook metrics are will help you understand your work, and be able to explain it to your boss.
PTAT is Gone
Chief among these changes is that the entire PTAT (or, People Talking About This) metric has been broken down, and replaced with the sum of it’s parts:
- Page Likes
- People Engaged
- Page tags and mentions
- Page Checkins and other interactions
Our Digital Marketing Analyst Nate Smitha explains why this is a good thing:
“PTAT was an aggregate metric. It combined important engagement components, and gave you an abstract number of how many people were talking (creating stories) about your page,” said Smitha. “However, with the PTAT metric, it was nearly impossible to understand how these stories were being created. It wasn’t a metric that marketers could use to make very actionable decisions.”
The new Insights has given you several specific views that are easy to toggle between. Take a look at an overview, and the metrics based on the KPIs important to you at the click of a button. The amount of data in Facebook’s Page Insights is impressive, but there’s a lot of it, and making it contextual can be daunting. These tabs help organize high level metrics, but not put them in context with one another. This is where social analytics software like Simply Measured is helpful, putting everything in one report that helps you contextualize your data.
This is my favorite part of the Insights section. Under the “Visits” tab in your handy new navigation, “Page and Tab Visits” allow sophisticated users to see which of their tabs are being viewed. If you’re promoting a photo based campaign, or have a promotion running in another tab, you can benchmark that against others on your page. This allows you to optimize your content much like you would with your website.
All Posts Published
The Posts tab offers some great content analysis, complete with previews of visual content, reach & engagement stats, and of course, Facebook wouldn’t leave you high and dry without a way to spend money. I will say that if you’re managing Facebook ads, being able to see your highest performing content from an organic click-through perspective and immediately boost a post is a great time-saving feature.
The People tab gives a great demographic profile of your audience, which isn’t new. But it gives you a benchmark of “All Facebook” which is an interesting way to understand your fans. As you create personas of your ideal customer, content consumer, or audience member, this can be great info to have.
What components to Facebook’s new Insights do you find most valuable?
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.