Sometimes the best information for your business isn’t always the most obvious. Case in point Facebook Insights.

Yes, Facebook has done a pretty good job of “handing” us the basic info: number of page views, unique views, likes, unlikes, etc. However, there is much more valuable information between these charts.

Here are my top 3 picks:

1.       How successful is your Landing Page? If you have a special welcome tab, as you should, then you can calculate the retention rate by looking at the tab views. Assuming all the views are unique and they are all from people who have not “liked” the page, you can do a ratio Total Likes for X period: Total Tab Views to get a “like” conversation rate. While there are lots of assumptions going on here, you can get a GENERAL sense of how successful and how much viewership your welcome tab gets. The higher the number, the higher your “new likes” should be. If not, then you have a problem that needs to be fixed ASAP.

2.       Loyal Followers. Like a blog, Facebook pages have their own set of loyal readers. To figure this number, you can look at the daily unique page views as compared to the daily page views. A high unique page view and low daily page view means you have lots of “one time” lookers on your page. These are people who go in for a quick scan and leave. If you have a high number of page views relative to your unique page views, this shows a loyal audience that visits on a daily basis. Again there are several assumptions in play here, but these generalities can help give your page reference in relation to the numbers.

3.       Posting Times. This one is probably the most obvious but also the most overlooked. Facebook Insights lists the number of impressions and feedback each post got, as well as the time you posted. This actually gives you two more pieces of info: 1.) The number of impressions relative to the time can show you when you should be doing your posts. Remember to try several different time ranges on different dates, as a Friday 8 p.m. post could garner far more attention than a Monday 8 p.m. post. 2.) The amount of feedback relative to the number of impressions can help you identify key words and topics that get the more interaction.

Facebook Insights is great, but reading between the lines yields even more information. Remember that while you have to take several assumptions in mind, these 3 hidden pieces of info can help you to place your page in the appropriate context and ultimately create a better environment for your consumers.