If you have a Facebook Page, one of the most important areas you should be checking every month are Facebook Insights. Facebook Insights can help you understand the performance of your Facebook Page so that you can learn to optimize the content that you publish for fans.
Unfortunately, if you’re not into analytics like I am, you might find Facebook Insights to be a bit challenging.
Fortunately, because I love analyzing my stats so much, I compiled a complete Facebook Insights Glossary to help you better understand what it is that you’re looking at.
Facebook Insights Glossary
Before we go over each Facebook Insights term in the Facebook Insights Glossary, let’s quickly talk about the data you’ll be looking at.
The Facebook Insights Glossary is broken down into two sections, Page Level and Post Level.
Page Level looks at your Facebook Page as a whole.
Post Level looks at the individual posts that you’ve posted on your Facebook Page.
When you are downloading your Facebook Insights data, be sure to select the right type of data that you want to look at.
So let’s go through the Facebook Insights glossary for page level and post level data.
Page Level
Daily Friends of Fans: The number of unique users who are friends of the Fans of your Page (estimated).
Daily Likes: The total number of unique users who have liked your Page.
Daily Total Reach: The total number of unique users who seen any content associated with your Page.
Daily Unlikes: The total number of unique users who have unliked your Page.
Lifetime Total Likes: The total number of people who have liked your Page.
Logged-In Page Views: The number of page views received from logged in users on Facebook.
New Likes: The number of page views received from logged in users on Facebook.
Page Consumers: The number of unique users who clicked on any of your content without generating a story. This can include clicks on links, photos and video plays.
Page Consumptions: The number of clicks (total count) on any of your content without generating a story. Clicks that do generate a story show up under “other clicks.” If a story does not generate a click, this is not included.
Page Engaged Users: The number of unique users who engaged with your Page. Engagement includes any click or story created.
Page Impressions: The total number of impressions seen of any content associated with your Page, whether someone clicked on it or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in their news feed once, and then a second time if their friend shares it.
Page Organic Impressions: The number of times (total count) your posts were seen in news feed, Ticker or on visits to your Page. These impressions can be by Fans or non-Fans.
Page Organic Reach: The number of unique users (Fans or non-Fans) who saw your Page or one of its posts in news feed or Ticker.
Page Paid Impressions: The total number of impressions (total count) of your Page posts in an Ad or Sponsored Story that point to your Page.
Page Paid Reach: The number of unique users who saw your Page post in an Ad or Sponsored Story. These are broken down into daily, weekly and monthly.
Page Reach: The number of unique users who saw any content associated with your Page. This includes Ads or Sponsored Stories that point back to your Facebook Page.
Page Stories: The number of stories created about your Page. These include Facebook Page Likes, Likes, comments and shares of Page posts, answers to questions, event responses, page mentions, photo tagging of your page, check-ins, and place recommendations.
Page Talking About This: The number of unique users who have created a story from your Page post.
Page Viral Impressions: The total number of impressions (total count) of a story published by a friend about your Page.
Page Viral Reach: The number of unique users who saw your Page or one of its posts from a story published by a friend. This also includes social mentions.
People Talking About This: The number of people sharing stories about your page. This includes social mentions. Daily, weekly, monthly, by story type.
Total Frequency Distribution: The number of unique users your Page reached broken down by how many times people saw any content about your Page.
Total Impressions: The number of impressions (total count) seen of any content associated with your Page.
Total Reach: The number of people who have seen any content associated with your Page. This includes daily, weekly, month and by story type.
Viral Impressions of your Posts: The number of times (total count) users saw your posts via stories published by their friends.
Post Level
Negative Feedback: The number of times users clicked the “x” button to hide or hide all and reported your Page posts as spam.
Post Consumers: The number of unique users who clicked anywhere in your post and did not generate a story.
Post Consumptions: The number of times a user clicked anywhere in your posts and did not generate a story.
Post Engaged Users: The number of unique users who clicked anywhere in your posts.
Post Impressions: The number of times a post from your Page is displayed. Note: a user does not have to click the post for it to count as a post impression.
Post Organic Impressions: The number of impressions of your post in news feed or Ticker or on your Page’s Timeline.
Post Organic Reach: The number of unique users (fans and non-fans) who saw your Page post in news feed, Ticker, or on your Page’s Wall.
Post Paid Impressions: The number of impressions of your Page post in an Ad or Sponsored Story.
Post Paid Reach: The number of unique users who saw your Page post in an Ad or Sponsored Story.
Post Reach: The number of unique users who saw your Page post. Remember, some users can see a post multiple times (impressions).
Post Stories: The number of stories generated about your Page post by story type. For example, Likes, comments, shares, answers to questions, events
Post Talking About This: The number of unique users who created a story about your Page post.
Post Viral Impressions: The number of impressions of your Page post in a story generated by a friend.
Post Viral Reach: The number of people who saw your Page post in a story from a friend. These are unique users.
Total Impressions: The number (total count) of impressions of your Page post.
Total Reach: The number of unique users who saw your Page post.
Virality: The percentage of people who have created a story from your Page post out of the total unique people who have seen it.
Hopefully you found this Facebook Insights glossary handy. While there are a lot of terms to familiarize yourself with, the one thing I cannot stress enough is not to let it overwhelm you.
Remember: After reading through the Facebook Insights Glossary that I’ve compiled, if you find this helpful, be sure to share, bookmark, print, or save this handy Facebook Insights Glossary infographic to Dropbox so that you can take it with you.
Facebook Insights Glossary Infographic
Question: Did you find this Facebook Insights Glossary helpful? Which one of the Facebook Insights that I mentioned in the Facebook Insights Glossary do you find the most confusing? Click here to leave a comment.