Dec.02Facebook Analytics 101 - Fans - Page Likes

Definition: Like Sources

Like sources are the different places from where people can like your page.

Some like sources for your page are available in the Facebook Insights tool.

Facebook Insights Like Sources

In Facebook Insights, page likes are grouped into the following 5 segments:

  1. Ads and Sponsored Stories
  2. Page Suggestions
  3. On Your Page
  4. Page Likes
  5. Others

However, there are actually more than a dozen ways that people can like your page. This comprehensive data is not available in the Facebook Insights tool and must be acquired using alternate methods.

Facebook provides the following information for like sources in the Facebook API developer documentation.

Source Description
page_suggestion People who liked your Page through an invite from an admin
timeline People who liked your Page from the Likes section of their own Timeline or someone else's
ads People who clicked 'Like' in an Ad or Sponsored Story pointing to your Page
registration People you added to your Page as admins
mobile People who liked your Page from a mobile device
wizard-suggestion People who liked your Page in the New User Wizard when registering for Facebook
profile-connect People who liked your Page on the Page itself or in a News Feed or ticker story
external-connect People who liked your Page from an external site using a Facebook social plugin
recommended-pages People who liked your Page from a Recommended Pages unit on the right column of Facebook
favourites Other Pages that have liked your Page
api People who liked your Page through an app developed by a third party
page-browser People who liked your Page using Facebook's Page Browser
hovercard People who liked your Page from the popup window they get when they hover over a link that leads to your Page
search People who liked your Page from their search results
page-profile People who liked your Page on the Page itself
ticker People who liked your Page from a story they saw about it in ticker
like-story People who liked your Page from a story they saw about a friend liking it

To see the comprehensive break down of like sources for your own Facebook page, you either have to export your Facebook page-level data into Excel or use a Facebook Analytics tool such as Crowdbabble.

Facebook Like Sources Explained

Facebook Like Sources are often misunderstood, so here we break down all the places from where someone can like your page.

1) Page Suggestion

Source: page_suggestion
Description: People who liked your Page through an invite from an admin.

Facebook Like Sources - Page Suggestion

2) Timeline

Source: timeline
Description: People who liked your Page from the Likes section of their own Timeline or someone else’s.

Facebook Like Sources - Timeline

3) Ads (Desktop)

Source: ads
Description: People who clicked ‘Like’ in an Ad or Sponsored Story pointing to your Page.

Our Comments: Based on Facebook’s description, you might assume this value includes all page likes received from an Ad or Sponsored Story, but that is not true! Likes received from mobile ads are not included.

Facebook Like Sources - Ads

4) Registration

Source: registration
Description: People you added to your Page as admins.

Facebook Like Sources - Registration

5) Mobile

Source: mobile
Description: People who liked your Page from a mobile device.

Our Comments: Facebook groups both organic and paid page likes into a single metric. In Crowdbabble Like Sources reports, we segment this further into:

  • Ads (Mobile): People who likes your¬†Page from a mobile Ad or Sponsored Story
  • Mobile: People who liked your Page organically from mobile

Facebook Like Sources - Mobile

6) New User Wizard

Source: wizard-suggestion
Description: People who liked your Page in the New User Wizard when registering for Facebook.

Facebook Like Sources - Wizard Suggestion

7) Profile

Source: profile-connect
Description: People who liked your Page on the Page itself or in a News Feed or ticker story.

Facebook Like Sources - Profile Connect

8) Social Plugin

Source: external-connect
Description: People who liked your Page from an external site using a Facebook social plugin.

Facebook Like Sources - External Connect

9) Recommendations

Source: recommended-pages
Description: People who liked your Page from a Recommended Pages unit on the right column of Facebook.

Facebook Like Sources - Recommended Pages

10) Favorites

Source: favorites
Description: Other Pages that have liked your Page

Facebook Like Sources - Favorites

11) API

Source: api
Description: People who liked your Page through an app developed by a third party.

Facebook Like Sources - API

12) Page Browser

Source: page-browser
Description:¬†People who liked your Page using Facebook’s Page Browser.

Facebook Like Sources - Page Browser

13) On Hover

Source: hovercard
Description: People who liked your Page from the popup window they get when they hover over a link that leads to your Page.

Facebook Like Sources - Hovercard

14) Search

Source: search
Description: People who liked your Page from their search results.

Facebook Like Sources - Search

15) On Page

Source: page-profile
Description: People who liked your Page on the Page itself.

Facebook Like Sources - Page Profile

16) Ticker

Source: ticker
Description: People who liked your Page from a story they saw about it in ticker.

Facebook Like Sources - Ticker

17) Friend Referral

Source: like-story
Description: People who liked your Page from a story they saw about a friend liking it.

Facebook Like Sources - Like Story

Why Analyze Like Sources?

As a social media community manager, part of your job is to increase the number of fans (page likes) on your Facebook page. A growing Facebook page is a sign of a healthy community.

We saw the below graph in the previous post about Fans and Page Likes in our Facebook Analytics 101 series.

Facebook Analytics - Fans - Page Likes

We weren’t sure why there was a spike of 3,000+ fans on June 7th. Like sources help us to investigate further (more on this later in this post).

Like sources tell you how people discover and like your Facebook page. They tell you which of your Facebook marketing techniques are effective for increasing the size of your audience.

What percentage of fans are acquired via mobile? Is the Facebook Social Plugin on your website effective? What about Ads and Sponsored Stories?

Use like sources to find the answers. Then experiment further with the techniques that work well for you.

How To Measure Like Sources?

You can either export your Facebook Insights Post-Level data to Excel or automate the process with our Facebook Like Sources report.

Here’s a visualization of the like sources from the month of June, broken down by day.

Facebook Like Sources Month

The majority of new page likes come from the On Page like source (People who liked the Page on the Page itself).

We can see a significant spike on June 7th of more than 3,000+ fans.

Below is a summary of the like sources for the month of June, indicating the top like sources.

Facebook Like Sources Month Summary

We can see that 82.8% of new page likes came from people liking the page from within the page itself.

If we zoom into June 7th to investigate why the likes spiked to over 3,000+ fans, we can see the following.

Facebook Like Sources Day Summary

On June 7th, 97.5% of new page likes were On Page (People who liked the Page on the Page itself).

The reason behind this spike in Page Likes was the higher than normal traffic that came from the company website.

As part of a 1-day promotion, there was a clear call-to-action on the company website on June 7th asking people to visit their Facebook page and complete an action. This drove 2,900 visits to the Facebook page and helped to gain most of these page likes.

In our Facebook Analytics 101 guide, each post breaks down a different Facebook metric, to help you better understand how to measure your Facebook performance. View the Facebook Analytics 101 Complete Guide.