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By Brooke Preston, Manta Contributor - June 29, 2017

Facebook Insights is a free tool that gives you lots of useful information about your audience. Here are the metrics you should pay attention to.

Facebook is a great way for small businesses to build a social following, generate new leads, and turn followers into paying customers. Why? Because that’s where your potential customers spend their time online. According to Pew Research Center, 68% of all U.S. adults use Facebook.

But do you know anything about the type of customer you’re attracting to your page or how much engagement you’re really earning? Facebook Insights can help you find out—and it’s easy to understand, even for those of us who aren’t data analysts.

Facebook Insights is a free, built-in tool which shows you all kinds of statistics about your Facebook business page. It’s only visible to you (the page administrator), and it can help you judge how well your page is performing.

The amount of info can be overwhelming if you’re not sure where to start. Here are a few simple metrics from Facebook Insights that business owners should pay attention to, according to Dennis Yu of BlitzMetrics:

Your top posts. This shows which posts have earned the most impressions, clicks and likes. It can help you see what kind of content resonates best, and can also help determine optimal posting times/days for your audience.Who your best fans are. You can see demographic information for your most-engaged followers — like geographical location, age, interests, and more — which can further help refine your content strategy to reach the most likely customers.How you fare against competitors. In order to get insight on your competitors’ performance, you should find five other competitor pages to benchmark against in “Pages to Watch.” Then you can look at how fast they’re growing in fans and engagement so you’ll know if you need to boost your social media

To learn more about building an audience on Facebook and turning followers into customers, check out Manta’s complete guide, “Facebook for Small Business: 23 Expert Tips to Reach More Customers on Social Media .”

Worried about what to post on social media? Don’t stress! Let Manta help manage your social strategy. Get started with a FREE Social Media Report for your business.