I’ve been using a number of facebook analytics tool for our clients. For the past 8 months – the page insights such as impressions, engagements, etc do not seem to weight as much as it used to be. The metrics we seen so far seem to be just numbers without relating to how these content matters to its audience.

My team went ahead to develop a prototype of our own that measures audience instead of the usual method of pulling data off facebook insights. The new metrics that we have is completely different from the usual insights. With data such as audience interactions, behaviors, sentiments, etc at different time intervals, we tested a few posts via our prototype over 3 weeks period and user interactions perform much better.

So the question here is: Does audience metrics drive decision or the usual page insights drive decision? Do let me know your take on this discussion. The prototype is this: http://www.pageviral.com/demo.php