The 10 Best Facebook Analytics Tools to Use in 2024

With over 3 billion users, Facebook remains the top social network in the world. Such an enormous number of people generates 4 petabytes of data every 24 hours. In other words, Facebook’s users create the equivalent of the contents of books made from 200 million trees a day! Therefore, managing this unimaginable amount of information requires the help of Facebook analytics tools.

The times when social media were just platforms to connect people, chat, and share funny memes with cats are long gone. Sites like Facebook, Instagram, TikTok, and YouTube have become invaluable sources of information and inspiration for most of us.

If you think that Facebook offers vast business opportunities – you’re right! Against all doom prophecies predicting its fall, Mark Zuckerberg’s firstborn holds up strongly.

In fact, as much as 54% of people use Facebook to follow and research brands or products. Combining this with the number of users drives us to the simple conclusion – Meta’s flagship product is a marketing and business space no one should disregard.

But how do you not get lost in the ocean of data? What can help you to navigate your ship and guide you to the right shore?

Without further ado – let me introduce you to the best ten Facebook analytics tools!

Top Facebook Analytics Tools

1. Brand24
2. Facebook native tools
3. Quintly
4. Keyhole
5. Google Analytics
6. Sprout Social
7. Fanpage Karma
8. Sotrender
9. Socialinsider
10. Oktopost

01 Brand24

Free 14-day trial.

Brand24 is an all-in-one social media monitoring tool supported by AI-powered reports and actionable insights. This powerful analytics tool collects real-time mentions from the most important social networks, such as Facebook, Instagram, LinkedIn, YouTube, X (Twitter), TikTok, Reddit, Quora, Telegram, and Twitch.

In the case of Facebook analytics, Brand24 offers a wide range of useful features. You can track your brand mentions even if they’re untagged, discover the number and reach of these mentions, and find out what sentiment the Facebook users have towards your brand.

What’s more, you can examine your brand’s share of voice & strength of your brand awareness through a competitive analysis and gather all the necessary information in intuitive and AI-supported reports. Besides, you can find out which channel should be your primary focus.

In addition to its helpfulness to your Facebook analytics, Brand24 can serve you as a primary tool to support your multichannel social media strategy.

Key features:

• The volume of mentions on Facebook
• Facebook mentions reach
• List of popular influencers and pages
• Online sentiment analysis
• Advanced filters search
• Share of voice in the industry
• Reputation Score
• Presence Score
• Strength of brand reputation
• Hashtag analytics
• Automated, AI-supported reports
• Competitor analysis

Now, I will show you how to use Brand24 features in Facebook analytics. Let’s consider the example of Rockstar Games – one of the most recognizable gaming companies worldwide.

First, take a brief look at their mentions’ performance tab between December 17 and January 22.

The first thing you can notice is the graph presenting the number of brand mentions and their social reach. These metrics allow us to track the brand’s current and historical popularity.

The presence of spikes on the graph is a sign for us that something happened. Something that made people talk about Rockstar Games more frequently. Let’s dive in and check the reason for the rapid mention volume increase on December 21st.

On that day, Rockstar Games won a court trial against some members of the international hacking group Lapsus$. They leaked 90 footages of the unreleased Grand Theft Auto 6 – one of the most anticipated games in the world. The 18-year-old hacker from the Lapsus$ group was sentenced to an indefinite hospital order. 

This event was widely commented on by news sites and on social media, reaching about 7 million users.

How about their sentiment towards Rockstar Games?

The green and red lines show how the sentiment changes over time. The spikes and drops help you figure out why the audience’s feelings change. 

As you can see, sentencing the young hacker didn’t have a significant negative impact on Rockstar Games’ sentiment in the second half of December. But there was a sudden spike of negative sentiment a month later, on January 17th and 18th. What happened then?

Mentions tell us that the Internet was flooded with news that Rockstar Games started a trademark dispute against another company over their logo.

Brand24’s social media analytics tool is equipped with advanced filter search. I used the command “logo” OR “trademark” to filter mentions. It turned out that many Facebook and Twitter users perceived Rockstar Games’ action negatively.

The detailed sentiment analysis revealed that the gaming community assessed Rockstar Games’ actions as too greedy.

The result?

Although Rockstar Games has a significant online presence (Presence Score), its reputation has seriously suffered because of its trademark court trial.

I believe that such a serious company uses some Facebook analytics tools. They should react to the negative sentiment by addressing these concerns. 

To start collecting public mentions from Facebook (and Instagram), you need to connect your Brand24 account to your Facebook page.

Thanks to this, you’ll be able to track public posts published on your page & public posts published by users on your page.

02 Meta native tools (Facebook Page Insights & Meta Business Suite)

No marketing action would be complete without using Meta’s native Facebook analytics tools. There are two of them: Meta Business Suite and Facebook Page Insights. Their features sometimes overlap, so I’ll explain the differences to avoid your confusion.

Facebook Insights tool allows you to discover key metrics quickly. This relatively new solution in Meta’s toolkit offers a nice selection of features to help you understand the basic page data.

Key features:

• Facebook page analytics from a bird’s eye view
• Post performance metrics, such as post reach and engagement
• Audience demographics, including age, gender, and location.

Meta Business Suite is a native Facebook platform created to manage your Instagram and Facebook page’s performance. Its Insights feature provides more complex analytics data and has features that are missing in Page Insights, namely:

• More detailed Facebook page analytics, including visual assets such as graphs
• Basic benchmarking.

Familiarizing yourself with official Facebook analytics tools is essential, and it’s a great starting point! Remember though – if you’d like to take your Facebook analytics to the next level, you should support your efforts with other tools.

03 Quintly

Quintly is a professional social media analytics tool offering various insights and data related to social media performance, including Twitter, Instagram, YouTube, TikTok, Snapchat, LinkedIn, and Facebook analytics tools.

Its customizable dashboards, flexibility, and access to over 500 key metrics undoubtedly make Quintly one of the most interesting solutions for measuring social media performance.

However, to enjoy Quintly’s potential, you must purchase the Silver ($199/month) or Gold ($299) plan.

Therefore, I recommend considering this Facebook analytics tool only for advanced social media specialists or agencies. Moreover, the tool’s onboarding process may be overwhelming for beginners.

Key features:

• Competitor analysis
• Follower analysis
• Facebook Insights data
• Post performance
• Paid campaigns tracking
• Customizable reports and dashboards

04 Keyhole

Keyhole is a social media analysis tool that tracks and analyzes various social media platforms, including Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube.

With this tool, you can track your competitors’ performance metrics to make informed decisions in your niche and find out how you stack up against them.

Additionally, you can get real-time and historical data about your Facebook page, be up-to-date with hashtags, and optimize engagement metrics with Keyhole’s recommendations.

The basic plan offers access to Twitter, Instagram, and Facebook analytics data. Remember though, that if your activity and social media mentions scope will increase (i.e., by succeeding in your campaign), the costs of extra credits will likely be higher.

Access to LinkedIn, TikTok, and YouTube data requires purchasing a professional plan ($249/month).

Key features:

• Competitive analysis and benchmarking
• Hashtag analytics
• Sentiment analysis
• Recommendations

05 Google Analytics

You don’t need to rub your eyes. Although, at first glance, Google Analytics 4 is not a primary choice when discussing social media analytics, it can be an utterly useful addition to your Facebook analytics tools.

As you probably know, Google Analytics is a free analytics platform that collects numerous data and tracks websites, mobile apps & events traffic to create valuable insights. 

How to use it for your Facebook analytics?

Usually, brands and businesses treat Facebook (and other social platforms) as an indirect marketing channel. In other words, Facebook is only a stopover.

The final destination – conversion – often occurs on your website (i.e., purchase of your product).

Thanks to Google Analytics, you can keep an eye on your Facebook efforts. Using UTM parameters and Google Analytics custom reports, you can track conversion paths from Facebook and understand what role this social network plays in your funnel. 

Besides, it allows us to assess the quality of obtained traffic thanks to many essential metrics – such as time per session, number of sessions, or page views.

Another good thing about supporting Facebook analytics with Google’s tool? There are plenty of tutorials on YouTube and dozens of well-written articles explaining how to adjust the Google Analytics tool to your needs.

Key features:

• Facebook reach
• Facebook page likes
• Demographics
• Interactions
• Social media ROI by tracking conversions

06 Sprout Social

Sprout Social is a comprehensive social media management tool covering Facebook and other social media platforms like Instagram, X (Twitter), LinkedIn, Pinterest, TikTok, and YouTube.

It provides insights, post scheduling, analytics, and real-time engagement tracking, making it a valuable tool for brands and businesses to manage and analyze their social media presence.

With Sprout Social, you can monitor two, three, or more Facebook pages and easily manage all the messages coming to your pages in one smart inbox. It’s worth mentioning that Sprout Social includes advanced content planning solutions.

One of the strongest advantages of this social media tool is its reporting feature. Advanced Facebook analytics reports are available on the Premium package.

As media monitoring is undoubtedly a critical issue for your social media presence, I should mention that Sprout Social’s listening feature is quite expensive. You must purchase the Enterprise plan to access social media listening besides Twitter.

Key features:

• Multiple Facebook pages management
• Multi-channel smart inbox
• Social media posts management
• Competitor analysis

07 Fanpage Karma

Fanpage Karma is a lesser-known Facebook analytics tool that provides quite an impressive number of features – especially when you’re looking for a relatively inexpensive competitor analysis tool.

Fanpage Karma has most features a well-equipped Facebook analytics tool should have. Besides analytics, the tool offers content planning, community management, Facebook reporting tools, and basic social listening.

Every user can check some of their free Facebook analytics tools, such as performance score, comparing your Facebook page with competitors or social media index, and presenting some interesting key metrics of your page.

Fanpage Karma’s users claim they sometimes face problems with fetching Facebook data. Additionally, the tool is not perfect regarding real-time data updates.

Key features:

• Competitor analysis
• Content planner supporting Facebook content strategy
• Follower analysis
• Customizable reports
• Report exporting

08 Sotrender

Sotrender is another analytical platform and reporting tool. Considered one of the best Facebook analytics tools, Sotrender offers plenty of interesting analytical solutions. Besides Facebook, Sotrender collects and processes data from Instagram, LinkedIn, and YouTube.

In addition to tracking key metrics (reach, engagement, and so on), Sotrender provides insights on how all the data from your Facebook page perform – also in comparison to your main competitors.

The common dashboard presents current and historical data, making navigation in the platform much easier.

This Facebook analytics tool also allows you to monitor your paid performance (including CPC and CPM costs).

Key features:

• Monitoring engagement metrics, reach, clicks, and some more
• Content performance analysis
• Paid campaigns monitoring
• Competitor analysis & benchmarking
• Automated recurring reports

09 Socialinsider

Socialinsider is another example of a comprehensive Facebook analytics tool that processes social media data and provides users with valuable insights. Besides Facebook, it analyzes data streams from 4 other social platforms – Instagram, LinkedIn, TikTok, and X (Twitter).

Socialinsider brands itself more like a reporting tool than other Facebook analytics tools on the list.

No wonder! It offers a decent choice of dashboards and metrics about your Facebook page. You can monitor engagement data, reach, clicks, and impressions, compare them with your competitors’ & the whole industry’s Facebook performance, as well as track video metrics.

What’s more, if you’re a fan of reports and dashboards, Socialinsider provides integrations with Google Looker Studio and Microsoft Power BI.

The Optimize plan recommended to those who want to support their social media strategies starts from $124/month.

Key features:

• Monitoring engagement metrics, reach, clicks, and some more
• Competitor analysis & benchmarking
• Facebook Reels video analytics
• Google Looker Studio & Microsoft Power BI integrations

10 Oktopost

Oktopost belongs to the group of social media management tools dedicated mostly to B2B marketers.

Among dozens of options and features Oktopost has, this tool provides detailed Facebook insights, thanks to which you can make informed (and financially effective) decisions regarding your Facebook business page.

You can track and analyze conversions and identify how your Facebook content strategy supports your business goals.

It’s worth mentioning Oktopost’s huge advantage – a lot of valuable B2B integration options, including Google Analytics, Hubspot, Salesforce, and so on.

This Facebook analytics tool is definitely enterprise-oriented. You must request the demo access if you’d like to test its analytics features.

Key features:

• Multi-channel content management & analytics
• Various integration options, including Hubspot, Salesforce, and Google Analytics
• Community management
• Social listening solutions

Conclusion

Using native Meta tools is a great starting point for your Facebook page analysis. Facebook Insights and Meta Business Suite give many valuable insights based on all the data they can gather.

But if you want to reach beyond basics and perform a more comprehensive analysis truly supporting your social media marketing strategy, they’re not enough. 

All right, native tools provide you with some important and right Facebook metrics. But they don’t allow you to track mentions or hashtags, analyze your competitors, and get detailed insights about your content to make the most of it.

Moreover, Facebook Insights and Meta Business Suite don’t provide enough data to understand people’s sentiment towards your product or service.

In other words – you need the support of external Facebook analytics tools. Which of them would be the best? Consider the following 3 types of tools:

• Social media monitoring tools, such as Brand24. Monitoring what your Facebook audience thinks about your brand is a must. Thanks to social listening, you can understand the sentiment towards your brand, address people’s concerns, identify your product’s or service’s pain points, and react to potential crises. Besides, with the right Facebook monitoring tools, you can track hashtags, campaigns & mentions and analyze your competitors’ performance.
• Social media management tools, such as Sprout Social. Facebook is rarely the only social media platform for a brand. In a time of various content types published on different social media channels, having a tool that supports your holistic marketing strategy can be invaluable.
• Conversion tracking tools, such as Google Analytics. Usually, the activity on social media accounts is in the middle stage of a sales funnel. You need the right Facebook analytics tool to help you understand its role in your business.

Begin exploring various social media analytics & monitoring tools now and unlock the benefits they can offer to enhance your Facebook marketing campaigns. Start a free trial!