Facebook’s New Insights Shares Demographics, Purchase History, More

facebook audience insights

Whether you’re buying ads or doing sponsored posts on Facebook, a new version of insights claims to provide a better idea of the audience you are targeting. The new Facebook Audience Insights offers more audience specifics than previous versions, the company explained recently.

Those Insights have generally been confined to such metrics as “likes”, “reach” and “engagement.” “Likes” are fairly self-explanatory, and refer to the number of visitors who have “liked” your page. “Reach” refers to the number of people who see your content, both paid and organic and “engagement” is a measure of how many people “liked”, “shared” and commented on it.

But what Facebook hasn’t delivered up until now is more detail about the type of visitors who are being reached by your message. And this is something marketers have been waiting a long time for, apparently.

In a recent post on Facebook’s official Product News Blog announcing the roll out of the new Audience Insights, the company explained:

“The more customer insights you have, the better you’re equipped to deliver meaningful messages to people. That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behavior and more.”

facebook audience insights

According to Facebook, the new Insights will tell marketers more details about their audience including:

  • Age, gender, lifestyle, relationship status, occupation and even the size of their household.
  • Past purchase behavior and whether they tend to purchase in a brick and mortar store or online.
  • The top Facebook Pages they like based on category.
  • Their location and the language they speak.
  • How frequently they use Facebook and what devices they use when visiting.

You can even view different target audiences for your marketing message ranging from all the people on Facebook, to all the people connected to your pages or all the people in your “custom audiences” (a measurement of your existing customers on the site).

Facebook insists the information is all aggregated and anonymous to protect users’ privacy, so you won’t get any information that helps you identify specific customers.

However, the information provided in the latest version of Facebook Audience Insights seems to go well beyond what the site has offered marketers and advertisers before.

Facebook Photo via Shutterstock

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Shawn Hessinger Shawn Hessinger is the Executive Editor for Small Business Trends and a professional journalist with more than 20 years experience in traditional and digital media for trade publications and news sites. He is a member of the Society of Professional Journalists and has served as a beat reporter, columnist, editorial writer, bureau chief and managing editor for the Berks Mont Newspapers.

2 Reactions
  1. This is a huge opportunity for small businesses, most of which have no idea where to begin gathering this detailed demographic information. Way to go Facebook!

  2. Has anyone actually been able to access the tool? I keep trying to locate it inside the ad manager tab and it doesn’t show up as seamless as it does in Facebook’s video. Is the tool actually functionally available? How are people accessing and using the tool?

No, Thank You