Facebook Audience Insights 2024: Complete guide to the new version
The Facebook Audience Insights tool ensures that your outreach and social engagement strategy is targeted at the right audience. It is a powerful marketing analytics tool that looks at reach, engagement levels, location, demographics, page likes, and more of your target audience. Facebook Audience Insights provides a wealth of useful data to help you better target your Facebook ads.
I. What is Facebook Audience Insights?

With the Audience Insights tool, you can narrow down data based on demographics, location, interests, etc., to learn about the behavior and habits of Facebook users.
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II. The Importance of Facebook Audience Insights
Knowing how to use Facebook Audience Insights brings significant advantages to advertisers:
1. Build better buyer personas
2. Reach a specific audience
3. Identify content that attracts your target audience
4. Learn more about users who have interacted with your page
5. Create engaging ads for your target audience

III. How to Access Audience Insights on Facebook
However, Facebook closed Audience Insights on July 1, 2021, to encourage social media managers to transition to new native tools in Facebook Business Suite and Business Manager.

Hiện nay, bạn có thể truy cập FB Audience Insights mới từ Business Manager hoặc Business Suite.
IV. Overview of Data in Facebook Audience Insights
When accessing the new Facebook Audience Insights, you can view the following data:
- The “Overview” section provides statistics on your target audience. This shows how many people have liked your Facebook page, broken down by gender and age.
- On the “Results” page, you can see how the reach of your page has changed over time.
- The “Content” section provides in-depth statistics for all your posts (likes, comments, and shares).
- In the “Audience” section, you can view a report of your target audience. This report contains detailed information about the demographics of your target audience, such as age, gender, top cities, and top countries. This data can be used to create a target audience persona on the social platforms of your choice.
For those who are self-learning Facebook ads, understanding customer target data is essential. Only by reaching the right target audience can businesses save costs and increase the effectiveness of their ads.

You can also study your ideal customers and build target audiences directly in Ads Manager. Detailed audience information allows you to target based on demographic data and interests, using the ‘Top Pages’ filter in the tool to learn about your customers’ likes.
Leverage ‘Potential Audiences’ in Facebook Insights
First, click on the ‘Potential Audiences’ tab at the top. From there, you’ll see an overview with default filters on the right sidebar of Audience Insights, helping you narrow down your audience to explore data about more specific groups.

V. Features Lost Compared to the Old Facebook Page Insights
1. Page Likes Index is unavailable in the new interface

2. previously available audiences no longer appear in the filters
VI. Main Limitations of the New Audience Insights
1. The ‘Region’ filter seems to be unavailable
However, you can no longer easily analyze regional data without the ability to input a region in the location filter. For example, you can’t enter ‘South America’ to quickly view an analysis for all the countries in the continent.

A significant drawback of this change is that you can no longer input ‘Worldwide’ as a region of interest. Previously, using ‘Worldwide’ as a location filter could illustrate the overall audience across the entire Facebook and Instagram platforms. That being said, you can still enter multiple countries individually.
You can still perform comparative analysis by inputting a large number of location filters, but you must enter each filter individually since there is no option to apply bulk filters.
2. It doesn’t always save new audiences the way you might want
3. You may have overlapping audiences on Facebook and Instagram.

VII. 5 Ways to Leverage Facebook Page Insights
1. Test and experiment

2. Practice detailed audience segmentation
3. Adjust and modify the audience based on performance

4. Learn what works
5. Create new buyer personas to support marketing
You need to track changes and trends in how your audience interacts with posts and ads on Facebook. As your audience and their behavior continue to evolve, so should your marketing strategies. Therefore, businesses should continually use Facebook Audience Insights to target ads and as an analysis tool to adjust their ‘Target Audience’.