Facebook Insights Metrics

Analytics & Benchmarking Facebook Metrics Explained

Tereza avatar
Written by Tereza
Updated over a week ago

Page Fans

The total number of people who liked your page.

Page Fans by Locale

People who liked your page breakdown by language settings. 

Page Fans by City

People who liked your page breakdown by location settings. 

Page Fans by Country

People who liked your page breakdown by country settings. 

Fans Add vs. Removes

The number of new followers minus the number of people who unfollow.

Page Fans Online

The number of people who liked your page who were active on Facebook on a given day, broken down by hour.

Page Fans Online per Day

The number of people who liked your page who were active on Facebook on a given day.


Page Followers
People who follow your page.


Page Impressions

The number of times that your content was on-screen.

💡 This data can be influenced by paid promotions on Instagram. So, if you promote some content on Instagram, impressions and also reach metrics will be influenced and shown in the data for a connected Facebook page.

Page Impressions by Story Type

The number of times that your content was on-screen broken down by Story type.

Daily / Weekly / Last 28 Page Reach

The number of people who had any content from your Page or about your Page entered their screen in the past 1, 7, or 28 days.

This includes posts, stories, check-ins, ads, social information from people who interact with your Page, and more. Also, it can be influenced by paid promotions on Instagram.

💡 This data can be influenced by paid promotions on Instagram. So, if you promote some content on Instagram, reach and also impressions metrics will be influenced and shown in the data for a connected Facebook page.

  • Total Reach is a sum of daily unique results.

  • Paid Reach is a sum of daily unique people who had a paid post from your Page enter their screen. 

  • Organic Reach is a sum of daily unique people who had an unpaid post from your Page enter their screen.

  • Non Viral Reach is the number of people who had any content from your Page enter their screen. This doesn't include when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page, and checks in to your Page.

  • Viral Reach is a sum of daily unique people who have any content from your Page or about your Page enter their screen because their friend likes or follows your Page, engages with a post, shares a photo of your Page, and checks into your Page.

Page Reach by Day of Week

Daily count of unique people who had any content from your Page or about your Page on their screen broken down by days of the week.

Page Reach by Story Type

Daily count of unique people who had any content from your Page or about your Page on their screen broken down by story type.

Page Reach by City

Daily count of unique people who had any content from your Page or about your Page on their screen broken down by location settings.

Page Reach by Age and Gender

Daily count of unique people who had any content from your Page or about your Page on their screen broken down by gender settings.

Top referring external domains sending traffic to your Page

Showing top external domains that are bringing the most traffic to your page.


Consumption by Type

The number of times people click on any of your content is broken down by type.

Other clicks
The number of times people clicked on any post information, such as the number of likes, shares, comments, date and time of publishing, page name, See more, location.

Consumers

Daily count the unique of people who clicked on your posts (anywhere within a post).
Includes: Link clicks, Other Clicks, Photo Views, and Video Plays.

Other clicksclicks on any post information, such as the number of likes, shares, comments, date and time of publishing, page name, See more, location.

Negative Feedback by Type

The number of people who took a negative action on your posts and Pages (for example, unliked them, hid them, or reported them as spam)

Places Check-in Total

Daily count of times people checked into your location.

The most engaging time slots for your posts

The total number of post interactions is broken down by an hour on a weekday.

Note: Data is available for Timeline posts only. Dark posts (unpublished posts) are not included.


Admin Posts

Posts that aroused the most emotions

Note: Data is available for Timeline posts only. Dark posts (unpublished posts) are not included.

Complete list of admin posts

The full list of admin posts published on the page’s Timeline in the selected date range with given post statistics.

  • Total Reach

    The number of unique people who saw a given post in their news feed.

  • Organic Reach

    The number of unique people who saw a given post in their news feed via unpaid distribution.

  • Viral Reach

    The number of unique people who saw a given post in their news feed because their friend likes, shares, or engages with a post.

  • Paid Reach

    The number of unique people who saw a given post in their news feed via paid distribution.

  • Fans Reach
    The number of fans who saw a given post in their newsfeed

  • Paid Fans Reach
    The total number of page fans who saw a given post in their feed via paid distribution

  • Total Impressions
    The total number of times your post was seen in the selected date range.

  • Viral Impressions
    The number of times a given post was seen via a viral share by users and their friends.

  • Paid Impressions
    The number of times a given post was seen via paid distribution.

  • Interactions/Likes/Comments/Links
    The number of interactions a given post received in the selected date range.

  • Reactions Like/Love/Wow/Haha/Sorry/Anger
    The number of reactions a given post received in the selected date range.

  • Engaged Users
    The number of people who clicked anywhere in your posts.

  • Engagement Rate
    The number of daily Engaged Users is divided by the daily reach who clicked anywhere in your posts.

  • Interaction Rate
    The number of interactions (e.g. reactions, comments, shares), accounting for weights (e.g. if you give shares 3x the weight, they get 3x the interactions), divided by the account size (followers/page likes) at the time of posting.

  • Click Rate
    The number of times people clicked on anywhere in your posts without generating a story.

  • Total Negative Feedback
    The number of times people took a negative action in your post.
    (e.g. Hide this story / Hide all posts from this page / Report an object as spam / Unlike a page)

  • Photo Views
    The number of times the photo of the post was seen.

  • Link Click
    The number of clicks on links of a given post.

  • Video Plays

    The number of times your videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds after people click play. During a single instance of video playing, we'll exclude any time spent replaying the video.

  • Video Views
    The number of times your videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds. During a single instance of video playing, we'll exclude any time spent replaying the video. This includes live views.


Admin Posts by type

The daily count of published posts is broken down by post type.

Note: Data is available for Timeline posts only. Dark posts (unpublished posts) are not included.

Admin Posts by Labels
The daily count of published posts is broken down by each label.

Admin Posts by Tags
The daily count of published posts is broken down by each tag.

Posts Impressions

The total number of times people saw your posts.

  • Total Impression is a sum of daily results.

  • Paid Impressions are the number of times people saw your posts via paid distribution per day.

  • Organic Impressions are the number of times people saw your posts via unpaid distribution per day.

  • Viral Impressions are the number of times people saw your posts that entered their screen because their friends interacted with them per day.

Daily Posts Reach

Daily count of unique people who had any of your Page's posts enter their screen. Posts include statuses, photos, links, videos, and more.

  • Total Reach is a sum of daily unique results.

  • Paid Reach is a sum of daily unique people who had a paid post from your Page enter their screen. 

  • Organic Reach is a sum of daily unique people who had an unpaid post from your Page enter their screen.

  • Viral Reach is a sum of daily unique people who had any post from your Page enter their screen because their friend likes, shares, and engages with a post.

Weekly Post Reach

A count of unique people who had any post from your Page on their screen for the last 7 days.

Last 28 Post Reach
A count of unique people who had any post from your Page on their screen for the last 28 days.

Posts Impressions Frequency Distribution

The total number of times people saw your posts is broken down by their frequency.

Interactions

The total number of times people took positive action is broken down by type.

It includes the total number of positive interactions generated within the selected date range for the entire page, broken down by type.

"Others" include clicks on links within the post, clicks on profile names, or any other interactions that don't fit into the predefined categories.

Reactions by type

The total number of times people responded to your post is broken down by type - Like, Love, Haha, Sad, Angry.

The average number of interactions per post

The average number of times people took positive action per post.

Note: Data is available for Timeline posts only. Dark posts (unpublished posts) are not included.


Views
The number of times your Page's videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds. During a single instance of video playing, we'll exclude any time spent replaying the video.

  • Total: The total number of times your Page's video played selected date range for at least 3 seconds.

  • Paid: The number of times your Page's promoted videos played for at least 3 seconds.

  • Unpaid: The number of times your Page's videos played for at least 3 seconds by organic reach.

Viewers
The number of people who viewed your Page's videos for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds. During a single instance of video playing, we'll exclude any time spent replaying the video.

Page Video Views Auto-played vs. Click to Play Views

  • Autoplayed Video Views
    The number of times your Page's videos automatically played for at least 3 seconds.

  • Click to Play Video Views
    The number of times your Page's videos played for at least 3 seconds after people clicked play.


On March 14, 2024, a number of the Page Insights metrics were deprecated for all Facebook API versions. 💡

Metrics that are no longer available in ZoomSphere:

Page Fans: Page Fans by Gender and Age, Page Fans by Like Source , Page Fans by Unlike Source

Page Followers: Page Followers by Locale, ​Page Followers by City, ​Page Followers by Country, Page Followers by Gender and Age

Page Reach and Impressions: Page Impressions by Frequency Distribution, Top referring external domains sending traffic to your Page
Page Engagement: Engaged Users, Engagement Rate

Post Level Stats: Post Impression Frequency Distribution, Interactions,
Page and Post Stories and"PTAT": Page Storytellers, Page Stories

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