One of the various locations where people can Like your brand page.
Why It's Important
A growing audience on Facebook is a sign of a healthy community.
But you need to do more than measure your number of new fans to understand why your audience is growing and identify effective tactics for sustaining growth. You need to determine how users are finding your Page.
To do that, you need to find out where your Likes are coming from.
How Like Sources Are Calculated
Like Sources can be found within Facebook Insights, via the Facebook Insights tool and the Facebook Insights data export.
The number of unique people who like your page is broken down by location. In addition, Like Sources within the Facebook Insights tool are broken out into five segments:
On Your Page
Ads and Sponsored Stories
How to Use It
Within the Facebook Insights data export, Like Sources can be segmented even further.
Dozens of sources exist, but only the sources your Page was liked from will appear in your data export.
Facebook provides the following description for some of the most common Like Sources in its Insights developer documentation:
Like Sources can help you understand how users are discovering and liking your Page, and provide context for how your other digital marketing components impact fan growth.
Here are some questions examining your Like Sources can answer for you:
Are external connects (e.g. clicks on social plugins) from your website effectively driving users to your Facebook Page?
When you make changes to better integrate social plugins, do you see more Likes?
What percentage of new Likes is driven by Facebook Ads and Sponsored Stories?
Is the third-party app from your latest campaign contributing to fan growth?
How many users liked your Page from a mobile device?
From here, you can make more informed decisions about tactics designed to grow your fan Page, and better measure the overall impact of your Facebook strategy.