Facebook introduced a new tool for businesses called Audience Insights, which lets marketers learn more about their target audiences, such as aggregate information about geography, demographics, purchase behavior, etc.
This is completely separate from Page Insights. That shows you info about the people interacting with your page. This shows you information about the people you want to reach, in order to help you craft your marketing to better cater to them.
“Say you want to raise awareness for your women’s luxury fashion brand, and you sell your products in-store,” the company explains. “You’d want to know how many people on Facebook live near your stores, as well as their interests, their past purchase behavior and how they tend to shop (online vs. in-store).”
You can get info on: age, gender, lifestyle, education, relationship status, job role, household size, top pages people like in different categories, location, language, how frequently people are logging onto Facebook, and with what devices, past purchase behavior, purchase methods.
You can view info by people on Facebook, people connected to your Page or event, or People in Custom Audiences.
You can watch a video about Audience Insights here.
“We built Audience Insights with privacy in mind,” says Facebook. “It surfaces aggregated information people already express on Facebook, along with information from trusted third-party partners — like Acxiom — through our partner categories targeting. Like Page Insights, Audience Insights shows information about groups of people without the need to share which individual people are in those groups. This allows marketers to view aggregate and anonymous insights while keeping people’s personal information private.”
Audience Insights is rolling out to all U.S. marketers. It will be expanded to the rest of the world over the coming months.
As far as Page Insights and Ads Reporting go, Facebook has added some new video metrics.
Image via Facebook