Documentation > Digital Marketing > Social Media

Facebook Insights Posts

The Facebook Insights Posts report offers an overall and itemized look at the performance of the posts made to the Facebook page. The data available here presents insights into post performance trends that can be broken down by traffic source. Additionally, the report gives you a post-by-post performance itemization.

The Posts Performance table is limited to the most recent 10 Facebook posts for the time period selected. Facebook's API limits the request to a maximum of 90 days of data, if you select a longer date range, they may not provide Reach, Clicks and/or Shares data.

Important! In order to view this report, you must authorize a connection to a Facebook account that has Admin permissions for a Facebook Page.

Facebook limits the amount of data available via their API to 90 days. We follow Facebook's best practices in order to provide the reporting that they allow. We review third-party developer API changes monthly, so if they change the rules to allow for a longer reporting period, we'll update our reports accordingly.

Table of Contents

Posts Key Metric Graph

Providing insights into the daily impressions that Page posts have achieved, the Key Metric Graph can be used to analyze trends per traffic source. The graph can be set to either show Total Impressions, Organic Impressions, or Paid Impressions.

The graph can be set to display based on a custom time period and can reflect previous period data on the same axis (Report Options > Date settings), as well as Events (multiple day) or Notes (single day).

Post Impressions Stats

The Metric Totals section provides aggregate Facebook Page Post Impressions statistics. Displayed as numeric values, the report section shows the total impressions, along with segmentation of organic and paid impressions (if applicable).

Comparison of stats for the report period vs. a previous period can be accomplished by selecting Compare to Previous Period feature in Report Options > Date settings.

Posts Performance

The Posts Performance table displays per post engagement data for up to 10 of the most recent posts on the tracked Facebook Page within the selected reporting period.

For each post, the table displays:

The date and time of posting
A thumbnail image of the photo or graphic associated with the post (if applicable), along with a post title or excerpt
Type of post, e.g., link, photo, event, etc.
Targeting label based on any audience segmentation used for the post (if no segment was selected, then Public displays representing a global audience)
Metrics related to each post:

Reach: the number of people who saw any of the Page posts. (Unique Users)
Clicks: the number of clicks on any of your content. Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
Likes: the number of times people viewed a Page post and clicked Like
Shares: the number of times people shared a Page post.

Each element within the table can be sorted to display in either ascending or descending order.

Report Options

	Report Dates Select Report Dates from the Report Options calendar tool or in the top right toolbar calendar Check the Compare to Past box and select a period (optional)
	General Settings Enter a custom title to display across the top of the report (optional) Show or hide report sections and features Report Sections Social Account Header (page name and logo) Top Graph Graph Labels (for key metric numeric display in the Top Graph) Metrics Totals Recent Page Posts
	Social Analytics Select a Key Metric for display in the Top Graph Available Metrics: Total Impressions Organic Impressions Paid Impressions
	Events and Notes: Show or hide events and notes in the Top Graph Important: Click the Apply Changes button to update the report

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Glossary of Facebook Metrics

New Likes: the number of new people who have liked the Facebook Page.
Page Checkins: the number of times that people have indicated in a Facebook post referencing the Facebook Page that they visited the business or organization's physical location by utilizing the checkin option in a personal post.
Page Fans (aka Likes): the total number of people who have liked the Page. (Unique Users)
Page Impressions: the number of impressions seen of any content associated with the Page. (Total Count)
Page Likes (aka Fans): the total number of people who have liked the Page. (Unique Users)
Page Mentions: the number of mentions of the Page that are attributed to your ads. A mention happens when a person types @ followed by your Page name, then selects your Page name from a list, in a Facebook post or comment.
Page Stories: the number of stories created about the Page.
People Engaged: the number of people who engaged with the Page. Engagement includes any click or story created. (Unique Users)
Total Reach: the number of people who have seen any content associated with the Page. (Unique Users)
Unlikes: the number of Unlikes of the Page (e.g., users who previously Liked the page, and later clicked the Unlike this Page option).

Page Post Metrics

Organic Impressions: the total number of unique people who were show your Page post through unpaid distribution.
Paid Impressions: the total number of unique people who were shown your post as a result of ads
Post Clicks: the number of clicks on any of your content. Stories generated without clicks on page content (e.g., liking the page in Timeline) are not included. (Total Count)
Post Impressions: the number of impressions resulting from all Page posts. (Total Count)
Post Likes: the total number of unique likes per post.
Post Reach: the number of people who saw any of the Page posts. (Unique Users)
Post Shares: the total number of times someone shared a Page post.
Posts by a Page: the number of times content posted by a Facebook Page has been referenced on another page.
Posts by People on a Page: the number of times that people posted on a page.
Post Type: Facebook's categorization of the post type can be link, photo, status, etc.
Targeting: audience segments defined for post ad distribution.

Facebook Ad Metrics

Avg. CPC (Average Cost per Click): The total cost of all clicks divided by the total number of clicks
Average Position: The average position of the campaign's ads on the SERP
Clicks: the number of clicks on your Bing ads triggered by each keyword
Conversions: The total number of conversions resulting from clicks on ads triggered by keyword
Conversion Rate: The number of conversions divided by the total number of clicks
CPA (Cost per Action: Total cost divided by the number of conversions
CTR (Click Through Rate): The percentage of times users clicked on your ads when they were displayed on the SERP (calculated as clicks divided by impressions)
Impressions: the number of times your Bing ads were displayed on Google SERPs
Match Type: Column showing the keyword match type in Bing Ads (Exact, Phrase or Broad)
Return on Ad Spend: Revenue divided by spend, expressed as a percentage
Revenue: Total revenue from conversions (revenue per-conversion times the number of conversions, calculated using a per-conversion revenue amount provided by the administrator)
Spend: Total cost of the clicks for each keyword
Total Ad Spend: The total cost of all clicks

Facebook Performance Reporting

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