Current post: Facebook Metrics : A Complete Guide 2018
As a Facebook marketer knowing and understanding Facebook Key Metrics is essential and vital! I decided to write a blog post on Facebook Key metrics so that there can be a comprehensive guide to refer for one and all who do Facebook Marketing. Here we go…
To Export “Page Data” go to your Page
Click on the Insights
Click Export Data
Choose the Page Data, Select the Data Range, File Format as Excel and Layout as All Page Data. Then Click on Export Data to download the Facebook page-level metrics.
Open the Excel File and choose the sheet Key Metrics.
You can find 138 metrics given by Facebook in the key metrics section of excel data sheet. I have simplified them and given the summary of each and every Facebook Metric (Key Metrics) in this blog post.
Life time Total Likes
Life time total likes is the number of unique people who have liked your page so far from the date you started, published your page. There is also another metric in Facebook which says “follows.” What is the difference between Facebook follow and like?
“When someone likes the Facebook page by default they follow the page and also see the page posts in their news feed. If someone who likes the page chooses to un-follow the page, they will be shown still as liking the page, but will not see the pages post. So sometimes you can see a difference in the number of likes and follows”
Daily Likes/Daily Un-likes: It is simply the number of people who have liked and un-liked your page on a daily basis.
Engaged Users: Daily/Weekly/28 Days
If you want me to brief on the term “any click or story created” it can be page likes, post likes, comments, shares, link clicks, call to action button clicks, website clicks, get direction clicks, phone number clicks, check-ins, coupon redemption using Facebook offers, event page engagements, mention of your page name, tagging of photos, video views, messenger activities, reviews, user posting to your page, clicks on photos and posts, etc.
For Example: If you like or share a post, someone else could see it. Same for comment, check-in, you going to an event, mentioning a page name etc.
Total Reach: Daily/Weekly/28 Days
So if the page post, a sponsored ad appears in your newsfeed, any social information from other people who interacted with a business page enters your newsfeed or shown as a notification, that is considered as reach.
Please find the screenshot given below. My friend Praveen Kumar share the video of “Indian Today Tech” and it is shown as a notification in my newsfeed. This is also taken into count as the reach.
Same goes with the screenshot given below.
My Facebook friend Prakash Kumar shared a video from the page “Future Home” which entered my newsfeed. This is taken as part of the reach metric by Facebook.
Organic Reach: Daily/Weekly/28 Days
Organic Reach is the unpaid Reach (Unique Users). Even though Facebook has updated its algorithm to bring down the organic distribution over a period of time, it is considered to be an important metric.
Paid Reach: Daily/Weekly/28 Days
Paid Reach is the number of unique users reached through paid promotions and sponsored ads. Paid reach helps you to measure the effectiveness of the ad spend.
Viral Reach: Daily/Weekly/28 Days
Facebook Definition for Viral reach goes as follows:
“The number of people for whom any content from your Page or about your Page entered their screen with social information attached. As a form of organic distribution, social information is shown when a person’s friend interacts with your Page or post. This includes when someone’s friend likes or follows your Page, engages with a post, shares a photo of your Page and checks in to your Page (unique users).”
To put it in a simple way, When you like a page, comment or share, this information is shown as a notification to your friends and also enters their newsfeed. In turn, if they also start liking a page, or post, comment or share a post or take any other action, it becomes viral reach. Check out the image given below.
Total Impressions: Daily/Weekly/28 Days
The Metric “Impressions” is the number of times that any content from your page or about your page entered a person’s screen. Be it a post, ad, check-in, or the social interaction from people who interact with your page and more.
If a post enters the screen of a user three times, it is counted as three impressions. Whereas in reach it is counted as one.
Are the number of impressions attained through unpaid distribution. Daily, Weekly and 28 Days impressions are given by Facebook.
It is the number of impressions achieved as a result of paid promotions. Facebook gives Daily, Weekly and 28 days impressions achieved.
This metric shows the number of times the content shown to the people who were reached virally.
Logged in Page Views
This metric shows the number of people who viewed your page when they are logged into Facebook. Facebook gives the count of logged in page views for Daily and Weekly. It also gives the number of unique user views and the total number of page views by the users logged in to Facebook on Daily and Weekly Basis.
Reach of Page Posts
Reach of page posts is the total number of unique users reached by your page posts.
Facebook gives the data for Daily, Weekly and 28 Days.
Organic Reach of Page Posts:
This is the number of people where your page posts reached or entered their screen through unpaid distribution. Daily, Weekly and 28 Days data are given by Facebook.
Paid Reach of Page Posts:
Number of People for whom your page posts entered their screen through paid distribution. Daily, Weekly and 28 Days data are given by Facebook.
Viral Reach of Your Page Posts:
Number of People for whom your page posts entered their screen through viral distribution. Facebook gives Daily, Weekly and 28 Days data.
Total Impressions of your Page Posts
Impressions are again the number of times that your page’s posts entered a persons screen. It can be status updates, links, photos, videos, offers, event posts, job posts, Instant Articles and more.
Organic Impressions of Your Page Posts:
The unpaid distribution of your page’s posts(number of times) entering into a person’s screen.
Paid Impressions of your Page Posts:
The Paid distribution of your Page’s Posts (number of times) entering into a person’s screen.
Viral Impressions of your Page Posts:
The Viral impressions or distribution achieved by your page’s post, entering into a person’s screen.
Page Consumers- Daily/Weekly/28 Days
“Page Consumers are the “Number of People who clicked on any of your pages content i.e withing Posts”
Here is a possible list
Page post link clicks
Page post photo clicks
Clicking on videos to play
Clicking on the CTA’s given in your page posts
Likes and shares
Claiming an offer
Participating in a poll
Clicking on a job post etc
Page Consumptions- Daily/Weekly/28 Days
Page consumptions are like impressions. The number of times your page content (Page Posts) were clicked. Again Stories Generated without clicks on the Page content (i.e Page Posts) are not included.
Negative Feedback- Daily/Weekly/28 Days
This metric shows the number of people (unique users) who gave negative feedback on your page. Negative Feedback include
Hide All Posts
Report as spam
Negative Feedback from Users- Daily/Weekly/28 Days
This metric shows the number of times the users gave negative feedback on your page. The total count. The metric is split up into daily, weekly and 28 days
Facebook gives detailed metrics on Check-ins to your page.
Total Check-Ins: Daily/Weekly/28 Days. It gives the number of unique users who checked in to your place and the total count on check-ins. With this data, we can find out the average number of check-ins per user. Facebook also gives the metrics on check-ins from the mobile devices.
Facebook gives detailed metrics on video views. Let us skip that because most of it them are pretty simple to understand and self-explanatory.
Total Action Count per Page: Daily/Weekly/28 Days
This metric gives the total number of clicks on your pages contact info and the call-to-action button.
The number of clicks on your get direction button and the number of unique users who clicked on the Get Direction button on the Facebook page is given in this metric for Daily and Weekly.
Phone Call Clicks:
The number of clicks on your phone call button and the number of unique users who clicked on the button on the Facebook page is given for Daily and Weekly basis.
The number of clicks on your website link given in the facebook page and the number of unique users who clicked on the website link on your facebook page is given in this metric for Daily and Weekly.
This sums up the key facebook metrics which every digital marketer and facebook marketer need to know.
Let me know your thoughts in the comment section.