NMR: Facebook analytics and measurement

Here’s how you find them and what you can learn from them.

Facebook Insights Metrics

Facebook offers the most comprehensive metrics for business pages. You can start by going to the Platform Insights page to see a list of all of your Facebook Pages currently tracking metrics.

When you click on the Page you want to analyze, you will be taken to the Facebook insights report for that specific Page. Here, you will find an overview of your most important metrics, followed by detailed sections on your Likes, reach, visits, posts and people. We’ll break down the important sections of Facebook Insights below.

Overview Tab

The overview starts with your Page’s main data points.

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This includes the following metrics:

  • Page Likes: Total Page Likes is the number of unique people who like your Page. New Page Likes shows the number of new Likes your Page received during the last seven days, compared with the previous seven-day period.
  • Post Reach: Total Reach is the number of unique people who have seen any content associated with your Page, including ads, during the last seven days. Post Reach shows the number of unique people who have seen your Page posts.
  • Engagement: People Engaged is the number of unique people who have clicked, Liked, commented on or shared your posts during the last seven days.

Next, you will see an overview of the social media engagement metrics for the last five posts on your Facebook Page.

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These metrics include the following:

  • Reach: Post reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in the News Feed. Figures are for the first 28 days after a post was created and include people viewing your post on desktop and mobile.
  • Engagement: People engaged is the number of unique people who’ve clicked, Liked, commented on or shared a post on your Page. In the Overview section of your Page Insights, you can see People Engaged for the last seven days.

At the bottom of the Overview page, you will find metrics for Pages you watch, such as your competitor’s Facebook Pages.

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Here, you can see the following weekly metrics on your competitors:

  • Total Page Likes
  • Number of new posts
  • Engagement

Likes Tab

The Likes tab gives you detailed metrics on trends for your net Likes.

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Your net Likes combines the following metrics:

  • Unlikes: Number of people who have unliked your Page.
  • Organic Likes: Number of people who have Liked your Page, not as a result of a Facebook Ad campaign.
  • Paid Likes: Number of people who have Liked your Page as a result of a Facebook Ad campaign.
  • Net Likes: The number of new Likes minus the number of unlikes on your page.

Beneath that, you will find a chart showing the source of your Likes. Included are the number of Likes you receive on your Facebook Page itself, from related Page suggestions on other Pages, posts that other people make on your Page and Likes from mobile users.

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Reach Tab

On the Reach tab, you can review two different sets of metrics that affect your reach. After a graph showing your overall organic versus paid reach, you will see a graph showing your overall post Likes, comments and shares. This chart is extremely helpful to monitor because if these metrics increase, you will reach more people organically.

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Next, you will see how many times people on Facebook hide your post, report posts as spam or unlike your Page. If these metrics increase, you will reach less people organically. It’s also a sign that your audience is not connecting or resonating with the content you’re sharing.

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Posts Tab

On the Posts tab, you will see detailed metrics for your individual Facebook Page posts. By default you will start by viewing your post’s organic versus paid reach and the post clicks, Likes, comments and shares. Note that the Post Clicks metric means any click on your Facebook post itself and not just clicks from your post to a website link.

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You can use the first drop-down to switch from seeing your organic versus paid reach to organic versus paid impressions. Note the difference in the reach versus impressions metrics.

  • Impressions: The number of times a post from your Page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.
  • Reach: The number of people who received impressions of a Page post. Reach might be less than impressions since one person can see multiple impressions.
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You can use the second drop-down to switch from seeing post clicks, Likes, comments and shares to seeing only Likes, comments and shares; post hides, spam reports and unlikes; or engagement rate percentage. The latter is defined as follows.

  • Engagement Rate Percentage: Engagement rate is the percentage of people who saw a post that Liked, shared, clicked or commented on it.
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People Tab

On the People tab, you will find a breakdown of demographic metrics for your fans, the people you’ve reached with your Page posts and the people who have engaged with your Page posts. This information can be utilized to ensure that you are getting the right fans for your business and to help create better content for your audience.

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Facebook also lets you export additional data about your Page, posts and uploaded videos. This gives you raw data about your Page’s activity, and each metric is defined within the spreadsheet.

Facebook Video Metrics

If you publish videos to Facebook, you’ll have access to in-depth video metrics.

  • Total views: The total number of people who saw your video(s). Views are also broken down by the duration of your videos people watched—10 seconds, 30 seconds or 95%. Plus, you can see how many of the views were auto play, click to play or viewed with the sound on.
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  • Average completion percent: The average amount of time people watch your videos. Audience retention is important because it gives insights into how engaging and captivating your videos are. If you’re not holding their attention for very long, you may need to make changes to the videos you’re creating and sharing.
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  • Peak live viewers: The highest number of viewers you had during a Facebook Live stream. Your peak viewership time can help you plan for the best time to host future live streams.
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  • Video engagement: The number and types of engagement your videos receive. Knowing the number of people who viewed your videos is nice. But did the viewers actually enjoy your content? Keep tabs of your video engagement metrics to gauge how well received your videos and live streams are to users.
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For those who would prefer a cleaner summary of their Facebook Insights, Sprout Social provides one simple report for Facebook analytics. With our report, you can see key social media metrics like the overall Page Likes, impressions and demographics of any page you manage.

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You can also see details on how your content is performing and how people engage with specific posts on your Facebook Page.

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This gives you the vital information you need about your Facebook Page in one report, versus navigating through multiple tabs.

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