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Facebook Insights Overview



The Facebook Insights Overview report provides a synopsis of the overall performance of a Facebook Page.  Social marketing metrics such as People Engaged, Page Fans, Page Impressions, Total Reach, Page Stories, Post Clicks, Likes, Video Views, and more are displayed  in a variety of trend graphs and numeric elements.

Important! In order to view this report, you must authorize a connection to a Facebook account that has Admin permissions for a Facebook Page.

Facebook Insights Overview Report
 

Key Metrics Graph

 
The Facebook Insights graph affords a visual of Facebook Page performance on a per metric basis. The data shown within the graph can be set to display for a custom time period and can reflect previous period data on the same axis (Report Options > Date settings). 

Facebook Key Metric Graph
Select any of the following metrics to display in the graph:
  • New Likes
  • Page Fans
  • Page Impressions
  • Page Engagement Rate 
  • Page Stories
  • Page Views
  • People Engaged
  • Post Clicks 
  • Post Impressions
  • Post Reach
  • Total Reach 
  • Unlikes 


Overview of Facebook Stats

 
The Overview of Facebook Stats section of the report presents a numeric summary of Facebook Page performance and engagement. The data displayed in this section may also include previous period percentage change statistics that appear under each metric value when the compare to previous period feature is selected in the Report Options Date section.

Overview of Facebook Stats

The data shown includes:
  • Page Fans (aka Likes): the total number of people who have liked the Page. (Unique Users)
  • Page Impressions: the number of impressions seen of any content associated with the Page. (Total Count)
  • Post Impressions: the number of impressions resulting from all Page posts. (Total Count)
  • Total Reach: the number of people who have seen any content associated with the Page. (Unique Users)
  • Post Reach: the number of people who saw any of the Page posts. (Unique Users)
  • People Engaged: the number of people who engaged with the Page. Engagement includes any click or story created. (Unique Users)
  • Page Stories: the number of stories created about the Page
  • Post Clicks: the number of clicks on any of your content. Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
  • New Likes: the number of new people who have liked the Page
  • Unlikes: the number of Unlikes of the Page (e.g., users who previously Liked the page, and later clicked the Unlike this Page option)


People Talking About This Trends 

             
 
The People Talking About This trend graph presents data on the number of people engaging with, and sharing stories about, the page during the selected report period.

People Talking About This Chart

When any of the following occurs relating to a page, this graph displays:
  • Page Checkins: the number of times that people have indicated they visited the page's physical location by utilizing the checkin option in a personal post.
  • Page Likes (aka Fans): the total number of people who have liked the Page. (Unique Users)
  • Page Mentions: the number of mentions of your Page that are attributed to your ads. A mention happens when a person types @ followed by your Page name, then selects your Page name from a list, in a Facebook post or comment.
  • Posts by a Page: the number of times content posted by a Facebook Page has been referenced on another page.
  • Posts by People on a Page: the number of times that people posted on a page.


Net Likes Performance

 
The data on the Net Likes graph presents the Facebook Page's Likes and Unlikes per day in the form of a two metric area graph. Intersecting this data is a line graph that displays the Net Likes of the Page per day, which is calculated by taking the number of likes and subtracting it by the number of unlikes. 

Facebook Net Likes Graph


Organic & Paid Total Reach

 
Total Reach refers to the total number of people whose Facebook feed has been fed any form of content from the tracked Facebook Page. The scope of this data includes, but is not limited to, posts on the page, posts to the page executed by other users, mentions, and checkins.

The data displayed on the graph is segmented by organic reach (shown as an area graph), and paid reach (shown as columns).

Facebook Total Reach Data


Like, Comments, and Shares

         
 
This Facebook engagement graph presents the overall user interaction with the Facebook page content. Displaying daily data over the selected report period, the graph presents via multi-colored stacked columns, the number of likes, comments, and shares that the Page content has received.      

Likes, Comments, and Shares Stackable Graph


External Referrers

 
The External Referrers pie chart displays a percentage breakdown of sources that have referred users to the Facebook page during the selected reporting period.

External Referrers Pie Chart


Facebook Page Video Views

 
Tracking the number of times video content was viewed on your page, the Video Views Graph segments views by source. For a video to be considered to have been viewed, it must have been played for a period greater than 3 seconds. For such views, the graph indicates whether the viewer was brought to the Facebook page organically, or via a paid promotion.


Video View Facebook Overview Chart


Report Options 

 
Date Settings Report Dates
  • Select Report Dates from the Report Options calendar tool or select a Custom Date Rage in the top right toolbar.
  • Check the Compare to Past box and select a period, if desired. 
General Settings General Settings
  • Enter a custom report title (optional)
  • Show or hide report sections and features
Report Sections
  • Social Account Header (page name and logo)
  • Top Graph
  • Graph Labels (for key metric numeric display in the Top Graph)
  • Metrics Totals
  • Talking About Chart
  • Net Likes Chart
  • Total Reach Chart
  • Shares Chart
  • External Referrers Chart
  • Video Views Chart 
Social Analytics Social Analytics
  • Select a Key Metric for display in the Top Graph
Available Metrics: 
  • New Likes
  • Page Checkins
  • Page Fans
  • Page Impressions
  • Page Engagement Rate
  • Page Stories
  • Page Views
  • People Engaged
  • Post Clicks
  • Post Impressions
  • Post Reach
  • Total Reach
  • Unlikes
Events and Notes Events and Notes
  • Show or hide events and notes in the Top Graph
Important: Click the Apply Changes button to update the report

 


Glossary of Facebook Metrics


Page Metrics

  • New Likes: the number of new people who have liked the Facebook Page.
  • Page Checkins: the number of times that people have indicated in a Facebook post referencing the Facebook Page that they visited the business or organization's physical location by utilizing the checkin option in a personal post.
  • Page Fans (aka Likes): the total number of people who have liked the Page. (Unique Users)
  • Page Impressions: the number of impressions seen of any content associated with the Page. (Total Count)
  • Page Likes (aka Fans): the total number of people who have liked the Page. (Unique Users)
  • Page Mentions: the number of mentions of the Page that are attributed to your ads. A mention happens when a person types @ followed by your Page name, then selects your Page name from a list, in a Facebook post or comment.
  • Page Stories: the number of stories created about the Page.
  • People Engaged: the number of people who engaged with the Page. Engagement includes any click or story created. (Unique Users)
  • Total Reach: the number of people who have seen any content associated with the Page. (Unique Users)
  • Unlikes: the number of Unlikes of the Page (e.g., users who previously Liked the page, and later clicked the Unlike this Page option).

Page Post Metrics

  • Organic Impressions: the total number of unique people who were show your Page post through unpaid distribution.
  • Paid Impressions: the total number of unique people who were shown your post as a result of ads
  • Post Clicks: the number of clicks on any of your content. Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
  • Post Impressions: the number of impressions resulting from all Page posts. (Total Count)
  • Post Likes: the total number of unique likes per post.
  • Post Reach: the number of people who saw any of the Page posts. (Unique Users)
  • Post Shares: the total number of times someone shared a Page post.
  • Posts by a Page: the number of times content posted by a Facebook Page has been referenced on another page.
  • Posts by People on a Page: the number of times that people posted on a page.
  • Post Type: Facebook's categorization of the post type can be link, photo, status, etc.
  • Targeting: audience segments defined for post ad distribution.

Facebook Ad Metrics

  • Avg. CPC (Average Cost per Click): The total cost of all clicks divided by the total number of clicks
  • Average Position: The average position of the campaign's ads on the SERP
  • Clicks: the number of clicks on your Bing ads triggered by each keyword
  • Conversions: The total number of conversions resulting from clicks on ads triggered by keyword
  • Conversion Rate: The number of conversions divided by the total number of clicks
  • CPA (Cost per Action: Total cost divided by the number of conversions
  • CTR (Click Through Rate): The percentage of times users clicked on your ads when they were displayed on the SERP (calculated as clicks divided by impressions)
  • Impressions: the number of times your Bing ads were displayed on Google SERPs
  • Match Type: Column showing the keyword match type in Bing Ads (Exact, Phrase or Broad)
  • Return on Ad Spend: Revenue divided by spend, expressed as a percentage
  • Revenue: Total revenue from conversions (revenue per-conversion times the number of conversions, calculated using a per-conversion revenue amount provided by the administrator) 
  • Spend: Total cost of the clicks for each keyword
  • Total Ad Spend: The total cost of all clicks

Facebook Performance Reporting


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