You were just wrapping your head around your website's analytics and then they told you that the Facebook page is the new website. Le sigh. Well, life may be getting a little bit easier. Yesterday, Facebook announced a pretty thorough revamp of its page insights, the analytics it provides for pages.
Facebook wants you to feel that their service is crucial to your business, just as a teenager feels it is essential to her social life... Or at least they want you to feel the way teenagers used to feel about Facebook. So they are working on creating better metrics that will help you manage your page more successfully and figure out who your audience is (so that you can, you know, target Facebook ads to them).
First off, the "People Talking About This" metric is going to be broken down into its constituent elements, which should make it more actionable, and "Virality" will be expanded to include clicks and renamed "Engagement Rate." Each post is getting its own "scorecard"—a breakdown of those metrics for the single post itself. Finally, the new insights will start showing demographic information not just for the people you've reached, but for the people you've engaged.
All in all, actually, the changes are very welcome. The current insights have a lot of useful information, but the best stuff is often buried in strange places or obscured by odd terminology and inconsistent definitions.