If you’re still looking for Facebook Audience Insights, it’s time to move on. There’s a new tool in town — Facebook Business Suite — and it can help business owners streamline analytics and marketing for Facebook and Instagram into one easy-to-use platform. 

What happened to Facebook Audience Insights?

Back in 2021, Facebook replaced Audience Insights with Facebook Business Suite Insights.

Audience Insights was primarily used by small businesses for audience segmentation, ad retargeting, and more.  While it wasn’t the most robust marketing analytics tool, it provided small business owners with an easy-to-use tool for gleaning insights on a shoestring budget. 

What is Facebook Business Suite? 

The Facebook Business Suites is a marketing hub for small business owners. You can post to Facebook and Instagram (even simultaneously), respond to messages, view insights, create ads, and more. It’s basically a place where busy small business owners and smaller marketing teams can tick all their social media marketing boxes in one place.

Here’s what the Facebook Business Suite can do for you: 

1. View updates

Pop into the Facebook Business Suite for a quick look at all your critical alerts, messages, comments, and other Facebook and Instagram notifications that require your attention, all in the same Business Suite home screen. This feature allows you to tackle your most pressing social media tasks without opening a million tabs.

You can even create personalized replies for your most commonly asked questions and create shortcuts to make managing your social accounts even faster. 

2. Post

Draft and post to both Instagram and Facebook (separately or simultaneously) right from your Facebook Business Suite. Stack your content calendar ahead of time by using the scheduling feature, which you can also find right in the Business Suite. 

3. Analytics

If you came to this post wondering how the heck you’ll survive without Audience Insights, the Insights tab is going to work magic for you. This is where you’ll gather insights on metrics like reach, engagement, and post-performance. Wondering how to find audience insights on facebook? Just open your Facebook Business Suite and click “Insights”. 

4. Grow with ads

Use the ads feature to grow your audience. Facebook Business Suite lets you boost posts and create ad campaigns from scratch. This is also where you’ll check your ad performance. 

Need a refresher on all things FB ads?

Don’t worry. We put together a big ol’ guide for you.

How to use Facebook Audience Insights for targeting 

While Facebook can automatically show your ads to people who will find them most relevant, the platform divides manual targeting options into three audience selection tools: core audiences, custom audiences, and lookalike audiences. 

  • Core Audiences: use this option to define an audience based on criteria like age, interests, geographic location, and other demographic criteria. 
  • Custom Audiences: this is where you can target users who’ve engaged with your business in the past, whether that be online or off. 
  • Lookalike Audiences: use this feature to target people who share interests with your best customers. 

These audiences can be divided into two categories: cold traffic and warm traffic. Your messaging should differ depending on whether the audience you’re targeting contains cold or warm traffic. 

Cold traffic audiences have never encountered your brand or products. These will be your Lookalike Audiences and some of your Core Audiences. Users who aren’t familiar with your products aren’t aware of the problem you’re trying to solve for them. That means your ad copy should clearly communicate what your product or service can do for your target customer. You can even call out your target audience in the ad copy by saying things like “Calling all cat lovers…”

Warm traffic is different because these audiences are already somewhat aware of your brand and what products/services you have to offer. What they need is a little nudge toward conversion. That nudge can come in the form of a discount, testimonial, or last chance offers.  

Customizing your audience 

Using Core Audiences, you can set rules for where your ads are shown based on the following criteria:

  • Location: advertise in the geographic locations where your target audience lives. 
  • Demographics: customize your target audience based on age, gender, education, job title, etc. The more ads you run, the more insights you’ll have on who your ads are resonating with.
  • Interests: customize based on the interests and hobbies of the people you want to target. This allows you to target users whose interests align with those of your buyer personas.
  • Behavior: target customers based on consumer behaviors like purchase history and device usage.
  • Connections: reach your current Facebook audience by targeting users who’ve interacted with your Facebook Page or event, or ensure you’re only reaching new audiences by excluding connections. 

With Custom Audiences, you can advertise to users who are already interested in your business using the following criteria:

  • Contact lists: if you have a customer relationship management (CRM) system or email list, you can use that data to retarget your current contacts. 
  • Site visitors: use the Facebook pixel to create a Custom Audience made of users who’ve visited or taken certain actions on your site. This feature allows you to entice users with ads showing products that they’ve already viewed on your site. 
  • App users: a bit more advanced than the rest, this targeting feature allows app developers to create ads that result in in-app actions and purchases by installing the Facebook SDK. 

If you already have a source audience of people you know fit your target audience, Lookalike Audiences are your ticket to reaching more users with similar interests and traits. 

Lookalike Audiences are incredibly beneficial, but only when you choose the right audience source. Previous customers, newsletter subscribers, website viewers, video viewers, and Facebook followers are all examples of good audience sources.

Here are seven steps to creating a Lookalike audience:

  1. Create the list of people you want to use as your audience source. 
  2. Click the top-right menu, select “Assets”, then select “Audiences”. 
  3. Next, click the “Create a Lookalike” button. 
  4. Select your list as the Audience source. 
  5. Select the locations you want to target. 
  6. Select your audience size. 
  7. Click “Create Audience”.

What are Facebook’s “Advanced Filters”? 

Advanced filters are exactly what they sound like. Basically, they’re filters that get ultra-specific. If you’re targeting a niche audience, they might be worth investigating. Here are the advanced filter options:

  • What language users speak
  • Relationship status 
  • Education level
  • Work (by industry)
  • Market segments
  • Parents 
  • Politics
  • Life events 

What are the benefits of using Facebook’s internal analytics? 

The main benefit of using Facebook’s internal analytics is the convenience. Facebook Business Suite puts Facebook analytics, Instagram analytics, and ad insights all in one easy-to-use platform. This is huge for small business owners who don’t have the time to hop from software to software, learning the quirks and limitations to each as they go. 

Using Facebook’s internal analytics within Facebook Business Suite means business owners only have to learn how to use one software. And, after all, the Facebook Business Suite was created for small business owners marketing on Facebook and Instagram. It’s a match made in heaven (if Silicon Valley is your idea of heaven). 

The second main benefit to Facebook’s internal analytics — it’s free. This is huge for small businesses that might not have room in the budget to pay for analytics tools. Most tools increase their monthly fees according to how many users require access to the tools. With Facebook Business Suite, you can assign additional page roles with varying levels of access, all for free. 

How can you leverage data from Facebook Business Suite? 

Facebook Business Suite Insights is a one-stop-shop for all your Facebook and Instagram performance data. 

  • Head to the “Insights” section to view your total page reach and post reach for Instagram and Facebook. 
  • Click to the “Overview” section to view your audience statistics. This shows how many people liked your Facebook page, separated by gender and age. 
  • On the “Trends” page, you can view how your page reach changes over time. 
  • The “Content” section provides in-depth statistics for all your posts (your number of post likes, comments, and shares). 
  • In the “Audiences” section, you can view your target audience report, which contains insights on the demographic characteristics of your target audience. This data can be used to create a portrait of your target audience on your social platforms of choice. 

Leverage your post analytics to learn what kind of content resonates with your audience. Looking at how your reach shifts over time can give you a good idea of your social media marketing progress (hint: that number should be growing). Your audience data will help you create highly targeted ads that reach people who actually want to like your page and buy your products. 

Affinity vs. relevance: Which one does FB consider more important? 

Affinity describes how likely your audience is to like a specific page compared to everyone else on Facebook. 

Relevance describes the pages most likely to be relevant to your audience based on affinity, Page size, and the percentage of your audience that already likes that page.

A high-affinity score indicates that the audience you selected also likes that page. Relevance is partially determined by affinity.

Pages with high affinity are a good source for campaign likes. You can tailor your Page content and Facebook ads to fit your target users’ preferences. 

Making sure your content is relevant to users is beneficial, but tailoring your content based on affinity will help you generate engagement and conversions. Both are important. Really, it comes down to how you use them. You can use relevance and affinity to test content in organic campaigns before you spend any of your ad budget, which is a great strategy for small businesses that might not have a big advertising budget.

5 ways to get audience insights for your business from Facebook 

  1. Test your theories. Use Facebook business insights from your previous content and ads to run test campaigns organically before backing them with ad spend. You can also run mini ad campaigns to test your theories before jumping into pricier ones.
  2. Practice detailed audience segmentation. Use your audience insights to identify subgroups within your target audience. Detailed audience segmentation will help you get more out of your ad spend, as you can tailor your ad campaigns and speak directly to specific audience segments. 
  3. Adjust and alter audiences based on performance. Data is your best friend. If your ad campaigns aren’t doing so hot, take a look at your audience and make adjustments as needed. This is one spot where affinity comes in handy. 
  4. Learn what performs. The more content you post, the more insight you’ll gain into what works and what doesn’t within your target audience. Take note of what works and use that data to fuel future campaigns. 
  5. Create new buyer personas to aid your marketing. Facebook audience insights help you learn more about your target audience. You can use what you’ve learned from Facebook audiences to create new buyer personas for your marketing strategy outside of Facebook as well. 

Putting it all together

This isn’t the first time Facebook’s changed up the way we do business, and it certainly won’t be the last. Bonus: Here are five recommendations you can follow right now to make the most of Facebook Business Suite.

  • Prioritize using insights after you have 100 followers — some important metrics won’t be available until that mile marker
  • Pay attention to both positive and negative engagement metrics. Positive shows you what to post, while negative engagement reveals which lists are hidden or reported as spam (this negatively impacts your reach)
  • Update your target audience according to what users are visiting your page and converting
  • When posts or ads aren’t performing well, edit them and see if the tide shifts. The copy might not be clear/resonate or the imagery could be awkward
  • Use action buttons on ads to make posts immediately actionable


What happened to Facebook Audience Insights? 

Facebook Audience Insights was sunsetted due to the rise of Facebook Business Suite, a tool designed to combine audience insights with other Facebook and Instagram marketing tools for small businesses. 

What is Facebook Business Suite?

Facebook Business Suite is a marketing tool that lets users manage all their connected Facebook and Instagram accounts in one place. It offers a variety of free marketing tools that help small business owners manage their online marketing campaigns with ease.

What’s the difference between Facebook Audience Insights and Facebook Business Suite Insights?

Facebook Business Suite Insights were created to replace Facebook Audience Insights. The new tool allows businesses to manage their Instagram and Facebook insights and digital ads all in one place.