Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - November 2011

Beyond Facebook Analytics, The Guide

When you look at Facebook Insights, you need to find that story that created the numbers. You need to know why something happened.

A couple a weeks ago, Facebook came out with a new "Insights" dashboard. It was a big improvement from what we had before, mostly because the metrics are all based on people instead of interactions.

Why is this important? Well, the old system might show that you had 200 comments within the past week. But it didn't tell you anything about how many *people* there are behind the numbers. You didn't know if it was 200 people who each posted one comment, or 10 people who each posted 20 comments.

But with the new analytics, you do know. It will no longer tell that you had 200 comments, instead it will tell you how many *unique people* interacted with you. That is an extremely important change. It is the same with all the other metrics in the new system: reach, likes, engagement, talked about (sharing), etc. They are now all based on unique people, and far more useful.

But I will not show you how the new Facebook Insights work. There are already thousands of articles about that around the web. What I will do is take you beyond the numbers because all analytics are useless unless you apply them to a specific goal or activity.

Note: If you want to know what each element is about, I suggest you take a look at the video from John Haydon below, or check out this excellent PDF guide from Facebook.


Facebook Insights, beyond the numbers

The truth about all types of analytics is that the real story is somewhere between the lines. The numbers you see are just the result of that story. When you look at Facebook Insights, you need to find that story that created the numbers. You need to know why something happened.

This 19 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   analytics   —


Creating a propensity model for publishers


How my focus on analytics has changed as an independent publisher


How can publishers measure trust and other editorial metrics?


A guide to analytics for independent journalists


Why producing less news leads to a boost in subscriptions


GDPR: How publishers can track things without tracking people