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Measure: Facebook Analytics

Definitions overview of all metrics used in the Facebook dashboards.

Cheyenne V. avatar
Written by Cheyenne V.
Updated yesterday

This article will cover:


Facebook Overview

METRICS

DEFINITION

FREQUENCY OF UPDATES

TOTAL FANS

Lifetime: The total number of people who have liked your Page.

Up to 24 hours

NEW FANS

The number of new people who have liked your Page.

Up to 24 hours

TOTAL ENGAGEMENTS

The number of times people have engaged with your posts through likes, comments, views, shares, and clicks on the post. Engagements include organic and ads.

Up to 24 hours

TOTAL POSTS

The total number of Page posts within the specified date range.

Up to 6 hours

TOTAL IMPRESSIONS

The number of times your Page's posts entered a person's screen. Posts include statuses, photos, links, and videos. Impressions include organic and ads.

Up to 6 hours

TOTAL VIDEO VIEWS

The number of times your videos were played for at least 3 seconds, or for nearly their total length (if they were shorter than 3 seconds). During a single instance of a video playing, we exclude any time spent replaying the video.

Up to 24 hours

POST LINK CLICKS

The number of times that users clicked on the links within your posts during the reporting period. This includes both organic and paid activity.

Up to 24 hours

FAN COUNT LINE GRAPH

Daily: The total number of people who like your Page.

Up to 24 hours

AUDIENCE SIZE LINE GRAPH

Daily: Trend of your Page's new likes and unlikes, along with the net new fans.

Up to 24 hours

CONTENT TYPE BREAKDOWN

The total number of Page posts within the specified date range, broken out by type (Link, Offer, Photo, Status, Video).

Up to 6 hours

IMPRESSIONS BREAKDOWN

Daily: The number of time your Page’s posts entered a person’s screen. Posts include statuses, photos, links and videos

Up to 24 hours

VIDEO VIEWS LINE GRAPH

Daily: The number of times your videos were played for at least 3 seconds, or for nearly their total length (if they were shorter than 3 seconds). During a single instance of a video playing, we exclude any time spent replaying the video.

Up to 24 hours

DEMOGRAPHICS

Age and gender breakdown of the users who follow your Handle.

Up to 24 hours

AUDIENCE LOCATION

The countries of your Page’s followers. This does not include the current day’s data.

Up to 24 hours

AUDIENCE ONLINE

The number of people who liked your Page and when they are online in PST/PDT.

Up to 48 hours. Time shown in PDT/PST.

TOP PERFORMING POSTS

Analysis of top and bottom brand posts published within the specified date range.

Up to 6 hours

POST ENGAGEMENT RATE (List view)

engagement rate = (total post engagements/100) X reach

Engagements include organic and ads and represent interactions such as when users like, comment, share, etc.

Up to 6 hours


Facebook Competitive Benchmarking

METRICS

DEFINITION

FREQUENCY OF UPDATES

AUDIENCE GROWTH

The difference in page fans during the selected time period. This difference is calculated as the page fan count at the beginning of the compare period, subtracted from the page fan count at the end of this time period.

24 hours

ENGAGEMENT RATE

The average number of interactions (reactions, comments, and shares) per post, per follower, on all posts published during the selected time period, expressed as a percentage.

24 hours

PAGE PERFORMANCE BREAKDOWN

Analysis of the top performing pages by page and post performance.

24 hours

MESSAGE TYPE BREAKDOWN

Total number of posts broken out by page and message type.

24 hours

ENGAGEMENTS BREAKDOWN

Total number of engagements broken out by page and engagement type.

24 hours

TOP PERFORMING POSTS

Analysis of the top and bottom performing page posts published within the selected time period.

24 hours


Facebook and Instagram Paid Performance

METRICS

DEFINITION

FREQUENCY OF UPDATES

IMPRESSIONS

Impressions are the number of times ads from the selected campaigns were displayed to a user during the reporting period.

24 hours

CPM

Cost per Impression. The average cost per 1000 impressions across selected campaigns.

24 hours

TOTAL ACTIONS

The total number of actions that people took after seeing your ads. Actions include engagements, clicks, or conversions.

24 hours

CPA

Cost per Action. The average cost per action across selected campaigns.

24 hours

CLICKS

The total number of times users clicked on your ads driven by selected campaigns.

24 hours

CPC

Cost per Click. The average cost for a single click across selected campaigns.

24 hours

WEB CONVERSATIONS

The total number of events or conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. The metric is calculated as the rollup of all the standard and customer conversion events.

24 hours

CPCON

Cost per Conversion. The average cost for a single conversion across selected campaigns.

24 hours

SPEND

The estimated total amount of money you've spent on your campaign, ad set, or ad, during its schedule.

24 hours

FREQ

Frequency. The average number of times each person saw your ad. This metric is estimated.

24 hours

IMPRESSIONS AND REACH BREAKDOWN

Daily exposure of your ads and spend.

24 hours

CONVERSION FUNNEL

Top-down visual representation of awareness (impressions), interest (actions/clicks), and purchase intent (web conversions).

24 hours

ENGAGEMENTS BREAKDOWN

Total number of engagements on your ads broken out by type.

24 hours

AD SPEND BREAKDOWN

Breakdown of your total spend by channel.

24 hours

CONVERSIONS LINE GRAPH

Daily tracking of interest and purchase intent.

24 hours

KPIs vs SPEND BREAKDOWNS

Daily KPI cost analysis of your ads.

24 hours

TOP PERFORMING ADS

Analysis of the top performing ads published within the selected time period.

24 hours

PAID PERFORMANCE BY CAMPAGN ACCOUNT

Analysis of the top performing ads published within the selected time period.

24 hours

OTHERS

There are approximately 80-90 “other” actions that may be rolled up into the other category. This includes things like Mobile app feature unlocks, app installs, app uses, video views, donations, trials started, check-ins, call confirmation clicks, web applications submitted, mobile app subscriptions submitted, game plays, page likes, custom mobile app actions, mobile app starts, web appointments scheduled, mobile appointments scheduled, etc.

24 hours


Learn more about other Analytics:


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