Facebook Pages for Business are sometimes a black box. Facebook Insights gives you some sense of what’s happening, but to really dig in and understand how you can grow your business on Facebook, you need a more powerful tool set. This review of PageLever, which offers a deeper level of analysis of Facebook accounts and pages, should help in your marketing and sales.
I couldn’t have said it better than their tagline: “Add steroids to Facebook Insights.” Facebook will give you some basic numbers and a bit more. They will tell you how many “active users” you have, but that’s only how many people see your posts. It doesn’t include demographics or locations of people actually engaging with your content. PageLever shows demographics of people who see your status updates, and the demographics of people who engage with your status updates.
They support custom tagging of status updates, so you can tag a bunch of posts in a particular campaign or topic. For example, how do promotional posts perform compared to informational posts? They even autotag some posts, for example, so you can see how posts targeted to one city perform compared to posts targeted to a different city.
So, how is this different than Facebook Insights? Lots more data. Facebook Insights has about five graphs. PageLever offers more than 30. I think it is like comparing the horsepower of the Honda Fit with that of a Ferrari.
What I really like:
- Probably my favorite feature is the ability to click on any data point on any graph to immediately see a report of everything that happened that day.
For example, I was looking at the daily number of removed fans for my page, and I noticed a spike on a particular day. I clicked on the spike and PageLever showed me a report of everything that happened that day, including where the fans left. They all left via the newsfeed, which suggested to me that I posted too often that day. Sure enough, that same report showed that I’d posted four times that day. Lesson learned.
The speed with which PageLever allowed me to focus in on the spike allowed me to quickly shift from “What happened?” to “Why did it happen?”
- My second favorite feature is seeing how long my posts last in the Facebook newsfeed.
PageLever recently ran a preliminary survey of 20 status updates from five pages that had more than 2 million fans and found the average post lifetime was 22 hours, 51 minutes.
- I appreciate that they give suggestions for what works.
For example, the service tells me that instead of simple status posts, I should ask more open-ended questions. It is easy to dive deeper into which post types are working for you–that is, which receive the highest engagement–so you can post more of that kind of content. Watch to see if people become “immune” to a certain type of post and the engagement rate dwindles. You can see in the image below various data points including standard stuff like fan growth, likes, comments and impressions.
You may be asking: “Well, what exactly constitutes engagement?” Daily Engagement Rate is the total number of engagements (which may include multiple posts) for that day divided by the number of daily impressions. If you want to go deeper, then PageLever is for you. Very few providers offer the holy grail of analysis: measuring engagement.
What I’d like to see:
Small jest: On the area where PageLever explains what payments they accept, they invite you to email them if the payment mechanisms they offer don’t work for you and to make a suggestion. I wanted to see if they’d trade out for 15 chickens a month or goat’s milk. Let me know if they accept your payment offer.
I’d also like to see more reports specifically analyzing post performance so I can fine-tune my posts to make sure they reach the right audience, at the right time, with content that they want. Compared to the competition, PageLever does an excellent job. Compared to the possibilities, though, PageLever has a long way to go, and that’s a good thing.
One last important note I’d like to make. Where does this data come from? The data comes from the Facebook Insights API, so PageLever shows you the private stats about your page, not just the public stats. Unfortunately, you can’t get these stats about your competitor’s pages—only pages for which you are the administrator/owner. They also pull from several other data sources. They state on their site that they closely follow privacy rules and restrictions.
Overall, PageLever is worth testing if you manage a Facebook Page. There is a 14-day free trial (with credit card); plans start at $34/mo.
Learn more about PageLever.