The Ultimate Facebook Insights Templates in Data Studio You’ve Been Waiting For

Google Data Studio is an excellent tool to visualise marketing data. It has all you need for successful presentation and analysis: you can illustrate key metrics with the scorecards, build trendlines of changes in, e.g. impressions over time, map out followers’ location and also pull together content and engagements into one table.

However, thing is that there aren’t great templates for Data Studio. And it takes lots of time and effort to build one!

To stop all the hassle, we’ve spent hours and hours creating a library of templates so that you can easily create any report less than 3 minutes.

Today, we are very proud to show you the entire process of how we created a 3-page template from scratch. We will also include our three comprehensive Data Studio reporting templates for Facebook Insights for you to steal!

If you find these useful, have a look at other amazing templates and feel free to use them for inspiration!

Alright, let’s get started!

3-page Facebook Insights overview report

As it was already mentioned in this blogpost Google Data Studio offers great visualization options for every type of marketing data. You can easily picture the progress with a timeline, highlight the most important metrics with scorecards and show geographical location of your followers on the map.

It all started with a question

First of all, you should think about an audience of your report, in other words, for whom this report is intended. Next, come up with a set of questions this audience needs to find answers to. This will help you get started easily and by creating a set of questions you will make sure your report is meaningful for your audience.

My example report below is intended for the marketing team’s internal use, and I thought that they would be interested to have a deep enough but not too detailed insight into the page’s data.

Below is a summary of questions the 3-page report aims to answer. Questions here are organized by topic:

Page 1: General overview

  1. How does Facebook Page marketing funnel look like? How good are the conversion rates at every step of the funnel?
  2. What form of reach performed better over time: viral, organic, or paid? What is the total reach?
  3. How much organic traffic comes to my website from the Facebook page?

Page 2: Page analysis

  1. Which country do page likes (fans) come from?
  2. What is the most common age group of page fans/followers?
  3. What is the most common gender of page fans/followers?
  4. What actions do people take on the page?

Page 3: Posts analysis

  1. What is the most engaging content type?
  2. What is the most popular post action type (like, comment, share)?
  3. What is the most engaging post?
  4. How do people react to each of the posts?

Now that the questions are written and organised, let’s walk through this report page by page and see how answers to those questions can be visualized with data.

General overview

First, let’s create a page, which allows to take a look at the key metrics inside Facebook Insights. With the help of the scorecards I have outlined the funnel where I will put metrics, such as Impressions, Content Clicks, Page likes and Net likes according to their position in the funnel. Then, I calculated the conversion rates at each step of the funnel.

Ratios are a great way to measure your conversion efforts at each stage. The first one, “content clicks to total Impressions” tells how many clicks happened on your page after the page was shown.

The second ratio, “likes to content clicks” reflects how many people liked your page after interacting with your content.

The last ratio, “net likes to likes” indicates how many people remained liking your page. In this example, a bit over a half of people who liked the page originally, remained liking the page, as seen on the picture above. “Net likes” is a metric, which is calculated by subtracting the number of dislikes from the number of likes. In case net likes returns a negative value, it means that there were more dislikes than likes. You can learn about more ratios you could try out from this post by Jon Loomer.

All ratios were created as calculated metrics, and if you do not know how to create those, check out this post on Supermetrics blog.

Next, I will outline 4 types of reach — total, paid, organic, and viral — on a sparkline chart, so that their dynamics can be easily compared with each other.

In the bottom of the page there is a table showing Reach statistics for all campaigns.

Page analytics

This page will focus on the Facebook page’s audience: there is a geo map to visualize where the followers (page likes) are coming from, breakdown of likes by age and gender as well as positive and negative actions people make.

Post analytics

The last page focuses on posts’ analytics more in-depth: you can see the most engaging post type and most popular action (are people commenting, liking or sharing content the most?).

Additionally, there is a Posts Feedback table at the bottom of the page where you can see engagement metrics broken down by posts so you can track how individual piece of content is performing compared to the others.

Post reactions table allows to see all the reactions for a number of posts or for one post. Let’s take a bit closer look at this table, created with the help of scorecards and a filter drop-down menu. If you want to recreate a table like this in your own report, follow a small step-by-step guide below.

The tricky thing is, that in case you simply create the scorecards, you will run into an error of data not being shown (like in the table on the left):

To set up this table correctly, you need to:

  1. Create a scorecard for each of the reactions. Do not mind the “System error” text
  2. Create a “Post name” filter
  3. Group the scorecards and the created filter together
  4. Select one or several posts from the filter’s drop-down menu. The key point here is not to select all the posts, otherwise the metrics in the scorecards would not work.
Interesting good-to-know: some metrics can only be “activated” when split by the right dimensions with the help of a drop-down menu filter.

So, in case you see the same error message as in the “Post reactions” table example, create a filter with the relevant dimension and follow the same above mentioned steps. Just play around with dimensions and filter selections to see what works best for you.

And that’s it! Those 3 pages General overview, Page analytics and Posts analytics make up the whole report. I would advise not to create too many pages so that the report does not become filled in with too much information, so that the viewer is drowning in a sea of data.

Facebook Page Insights reporting templates

In this section I will feature 3 free plug and play Facebook Insights templates you can use for free!

Supermetrics 3-page Facebook Insights Report

You can use the report shown in the article earlier as a template. Click this link to go to the Data Studio file.

Facebook Page overview from Optimizing Audience (by Benji Azaria)

This one-page template provides you a great overview of your page. It has all the metrics you need to see for a successful analysis of your Facebook page:

  • Total likes
  • New likes trendline
  • 4 types of impressions: total, paid, organic, viral
  • Likes split by age and gender
  • Posts’ performance: likes, comments, shares and likes on post shares
  • The total number of content clicks
  • Positive and negative actions

This template was created with several Data Studio widgets, such as trendline, scorecards, bar chart and image.

Get the template’s copy from this great article by Optimizing Audience.

Facebook Insights Template from Coast Digital (by Miguel Cedeno)

This template contains two pages — the first one provides a general overview on the key stats as well as the page audience’s demographics and the second one focuses on posts’ metrics. Click here to make a copy of this reporting template.

How to Use Reporting Templates with Supermetrics Connectors

Just follow this simple guide to use any of Supermetrics Data Studio templates:

  1. Add Supermetrics Facebook Insights connector from Data Studio Community Connector Gallery. You will find more details on how to add it from Optimizing Audience blogpost.
  2. Open the template document. Click “Make a copy of the file” icon and when you see the “Create new report” pop-up choose your Supermetrics Facebook Insights connector as a new data source.
  1. After that click “Create report” and your copy of the file will be populated with the right data automatically.

Hope you found this article helpful in your Facebook Page stats’ reporting!

Happy reporting and wish you a great 2018 kick-off!

Originally published at on January 17, 2018.