A reference guide for the most important Facebook insight data.
This is our first blog post in our Facebook Marketing series where we will show you step-by-step how we plan Facebook campaigns for our clients. It’s important to know what you will be measuring before you get started with any kind of marketing. Facebook should be no exception. This is a reference article. Nothing very sexy or awe inspiring about it, but you’ll want to come back to this when we get into real campaign planning and management in our up coming articles.
So what is Facebook Insights?
Insights provide measurements on your Facebook Page’s performance. It is essentially Facebook’s version of Google Analytics only it allows your organization to learn demographic data about your audience, and see how people are discovering and responding to your posts. With this knowledge at your disposal you are able to experiment with different types of posts to see what your audience responds to best. Before we get into how you can access and use this data, we will take a look at what metrics are available to you and what they really mean. It is important to note that Facebook provides a Daily, Weekly and 28 day view of almost every metric. In our opinion, it is too much for anyone to take in, so we focus on the daily metrics. You will see why later in this series.
Let’s get to it!
We like to group our essential metrics into 5 groups: High Level, Page Level, Post Level, User Data, and Post Type Performance. In our next post you will see how we organize our data by group, but for now, here is an explanation of each metric.
High Level
This is really the meat of your Facebook campaign’s performance. It’s where the obvious data points like, well your total number of “Likes” and how many new likes you received in a month.
Daily People Talking About This Daily The number of people sharing stories about your page. These stories include liking your Page, posting to your Page’s timeline, liking, commenting on or sharing one of your Page posts, answering a question you posted, responding to one of your events, mentioning your Page, tagging your Page in a photo or checking in at your location. (Unique Users). Does it really get any more high level than that?
Daily Page Stories Daily The number of stories created about your Page. (Total Count)
Lifetime Total Likes Lifetime The total number of people who have liked your Page. (Unique Users)
Daily New Likes Daily The number of new people who have liked your Page (Unique Users)
Daily Unlikes Daily The number of Unlikes of your Page (Unique Users)
Daily Friends of Fans Daily The number of people who are friends with people who liked your Page (estimated). (Unique Users)
Daily Page Engaged Users Daily The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users)
Page Level Data
This is any data that relates to any type of content that is associated with your page. A user does not have to see one of your posts in their timeline in order to interact with you page. For instance, if a user clicks a link to your Facebook page from your website, this is the kind of data that is tracked under “Page Level Data”.
Daily Total Reach Daily The number of people who have seen any content associated with your Page. (Unique Users)
Daily Organic Reach Daily The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven’t. (Unique Users)
Daily Paid Reach Daily The number of people who saw a sponsored story or ad pointing to your Page. (Unique Users)
Daily Viral Reach Daily The number of people who saw your Page or one of its posts from a story shared by a friend. These stories include liking your Page, posting to your Page’s timeline, liking, commenting on or sharing one of your Page posts, answering a question you posted, responding to one of your events, mentioning your Page, tagging your Page in a photo or checking in at your location. (Unique Users)
Daily Total Impressions Daily The number of impressions seen of any content associated with your Page. (Total Count)
Daily Organic impressions Daily The number of times your posts were seen in News Feed or ticker or on visits to your Page. These impressions can be by people who have liked your Page and people who haven’t. (Total Count)
Daily Paid Impressions Daily The number of impressions of a Sponsored Story or Ad pointing to your Page. (Total Count)
Daily Viral impressions Daily The number of impressions of a story published by a friend about your Page. These stories include liking your Page, posting to your Page’s Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Total Count)
Daily Logged-in Page Views Total Count Daily Page Views from users logged into Facebook (Total Count)
Daily Logged-in Page Views Unique Users Daily Page Views from users logged into Facebook (Unique Users)
Post Level
A user does not have to browse your Facebook page in order to see your content. When you make a posts it shows up in your Fan’s timelines and if a Fan interacts with your posts it will show in the timelines of their friends. You can see why this is important data to analyze.
Daily Reach of page posts Daily The number of people who saw any of your Page posts. (Unique Users)
Daily Organic Reach of Page posts Daily The number of people who saw your Page posts in news feed or ticker, or on your Page’s timeline. (Unique Users)
Daily Paid Reach of Page posts Daily The number of people who saw your Page posts in an ad or sponsored story. (Unique Users)
Daily Viral Reach of page posts Daily The number of people who saw your Page posts through a story shared by a friend. (Unique Users)
Daily Total Impressions of your posts Daily The number of impressions that came from all of your posts. (Total Count)
Daily Organic impressions of your posts Daily The number of impressions of your posts in News Feed or ticker or on your Page. (Total Count)
Daily Paid impressions of your posts Daily The number of impressions of your Page posts in an Ad or Sponsored Story. (Total Count)
Daily Viral impressions of your posts Daily The number of times users saw your posts via stories published by their friends. (Total Count)
User Level
This details a little bit more of how your Fans are interacting with with your page and your posts.
Daily Total Consumers Daily The number of people who clicked on any of your content. Clicks that create stories are included in “Other Clicks.” Stories that are created without clicking on Page content (ex, liking the Page from timeline) are not included. (Unique Users)
Daily Page consumptions Daily The number of clicks on any of your content. Clicks generating stories are included in “Other Clicks.” Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
Daily Negative feedback Daily The number of people who have given negative feedback to your Page. (Unique Users)
Daily Negative Feedback from Users Daily The number of times people have given negative feedback to your Page. (Total Count)
Daily Total check-ins Daily Total check-ins at your Place (Total Count)
Daily Total check-ins Daily Total check-ins at your Place (Unique Users)
Daily Total check-ins using mobile devices Daily Total check-ins at your Place using mobile devices (Total Count)
Daily Total check-ins using mobile devices Daily Total check-ins at your Place using mobile devices (Unique Users)
Post Type Performance
Ever wanted to know what types of posts are going most viral? This shows you the number of Fan, Page, User, Mention and Other posts and their viral reach and impressions.
Daily Viral Reach By Story Type Daily Total number of people who saw a story about your Page by story type. (Unique Users) User Posts
Fan Post Daily Viral Reach Page Post Daily Viral Reach User Post Daily Viral Reach Mention Post Daily Viral Reach Other Post Daily Viral Reach
Daily Viral Impressions By Story Type Daily Total impressions of stories published by a friend about your Page by story type. (Total Count)
Fan Post Daily Viral Impressions Page Post Daily Viral Impressions User Post Daily Viral Impressions Mention Post Daily Viral Impressions Other Post Daily Viral Impressions
Don’t miss the next article!
In our next post, we will detail how we download, analyze and track this data to monitor Facebook Marketing performance on a monthly basis.
We will also include a FREE spreadsheet to help you get started on your quest to improve your organization’s Facebook campaign. Stayed tuned!