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Facebook Insights Posts



The Facebook Insights Posts report offers an overall and itemized look at the performance of the posts made to the Facebook page. The data available here presents insights into post performance trends that can be broken down by traffic source. Additionally, the report gives you a post-by-post performance itemization.

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 Posts Report
 

Posts Key Metric Graph

 
Providing insights into the daily impressions that Page posts have achieved, the Key Metric Graph can be used to analyze trends per traffic source. The graph can be set to either show Total Impressions, Organic Impressions, or Paid Impressions

Facebook Insights Posts Key Metric Graph
The graph can be set to display based on a custom time period and can reflect previous period data on the same axis (Report Options > Date settings), as well as Events (multiple day) or Notes (single day).


Post Impressions Stats

 
The Metric Totals section provides aggregate Facebook Page Post Impressions statistics. Displayed as numeric values, the report section shows the total impressions, along with segmentation of organic and paid impressions (if applicable).

Post Impressions Data
Comparison of stats for the report period vs. a previous period can be accomplished by selecting Compare to Previous Period feature in Report Options > Date settings.


Posts Performance

 
The Posts Performance table displays per post engagement data for up to 10 of the most recent posts on the tracked Facebook Page within the selected reporting period.
Recent Posts Performance Chart

For each post, the table displays:
  • The date and time of posting
  • A thumbnail image of the photo or graphic associated with the post (if applicable), along with a post title or excerpt
  • Type of post, e.g., link, photo, event, etc.
  • Targeting label based on any audience segmentation used for the post (if no segment was selected, then Public displays representing a global audience)
  • Metrics related to each post: 
    • Reach: the number of people who saw any of the Page posts. (Unique Users)
    • 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)
    • Likes: the number of times people viewed a Page post and clicked Like
    • Shares: the number of times people shared a Page post.
Each element within the table can be sorted to display in either ascending or descending order.


Report Options

 
Date Settings Report Dates
  • Select Report Dates from the Report Options calendar tool or in the top right toolbar calendar
  • Check the Compare to Past box and select a period (optional)
General Settings General Settings
  • Enter a custom title to display across the top of the report (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
  • Recent Page Posts 
Social Analytics Settings Social Analytics
  • Select a Key Metric for display in the Top Graph
Available Metrics: 
  • Total Impressions
  • Organic Impressions
  • Paid Impressions

Event 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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