Facebook Insights are an excellent way to gain an in-depth understanding of your audience and how they are engaging with your content. The third part of our Facebook glossary will make sure that you’re not confused by any of the terminology you find in your Insights data so that you can take advantage of what the analytics are telling you and adjust your Facebook strategy accordingly.
Facebook Insights are available to you as a Page Admin when you are using Facebook as your Page. The Insights are categorised into Likes, Reach, Page Views, Actions on Page, Posts, Videos and People. There is an Overview tab providing a summary of your Insights with the option to export the data to Excel where you can examine the metrics in greater detail. You can also add similar Pages to the Pages to Watch section, to compare your Page’s performance with similar Facebook Pages.
Net Likes: The difference between the number of people who Liked your Page and the number who unliked it over a specific period.
Paid Likes: Likes are viewed as Paid if they occur within 1 day of viewing your Facebook Ad or within 28 days of clicking your Ad. Other Likes are referred to as Organic.
Where Your Page Likes Happened: The number of people who Liked your Page broken down by where it happened: using the Like button on your Page, from Page suggestions or from Ads and stories about others who have Liked your Page.
Post Reach: The number of people who have seen your post, that is, when it’s shown in their News Feed over a specific period.
Paid Reach: The number of unique individuals who saw a specific post from your Page through a paid source like a Facebook Ad or Promoted Post.
Total Reach: The number of unique individuals who have seen any content related to your Page over a specific period. This includes content published on your Page, Check-Ins and mentions as well as Facebook Ads and Promoted Posts that lead people to your Page.
Note! Reactions, Comments and Shares will increase your Reach but Hide, Report as Spam and Unlike Page actions will decrease your Reach.
Total Views: The total number of times your Facebook Page was viewed during the selected time period.
Total People Who Viewed: How many people viewed your Page during the selected time period.
Top Sources: Where people viewing your Page are coming from, for example, google.co.uk.
Actions on Page
Total Actions on Page: The number of actions users took including clicks on Get Directions, Phone Number, Website and Page Call To Action over a specific period. You can view each of the different types of Actions on Page by Age and Gender, Country, City or Device.
When Your Fans Are Online: This shows you the days and times that the people who Like your Page are on Facebook.
Reach: The number of people who received impressions of a Page post. Reach might be less than impressions since one person can make multiple impressions.
Impressions: The number of times a post from your Page is displayed. People may see multiple impressions of the same post, for example, if their friend shares it.
Engagement: The number of reactions, comments and shares on a post.
Engagement Rate: The number of people your post reached who then reacted, commented, shared or clicked on it.
Post Types: You can view the Average Reach and Average Engagement for each of the different Post Types: Photo, Video, Link and Status.
Top Posts from Pages You Watch: Find out which Posts from Pages You Watch got the most Engagement.
Video Views: The total number of times a video posted by your Page was viewed for three seconds or more during the selected time period.
30-Second Views: The number of times your Page’s videos were viewed for 30 seconds or more. If a video is less than 30 seconds, this counts when people view 97 percent of it during the selected time period.
Top Videos: The most viewed videos on your Page watched for three seconds or more during the selected time period.
Fans: Your Fans are the people who Like your Page – you can see the breakdown by Age and Gender, Country, City and Language.
People Reached: The number of people your Post was served to in the past 28 days – you can see the breakdown by Age and Gender, Country, City and Language.
For tips on how to maximise your reach and engagement on Facebook, read our Understanding Facebook – advice for admins post. And don’t forget to check out the first two parts of our Facebook glossary: General terms and Page terms. If we have left any out, let us know in the comments!