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27 March 2014

Facebook Insights: A Complete Glossary Of Terms

Facebook Insights Glossary

Facebook Insights

Due to the scope of terms associated with Facebook Insights, it is easy to confuse these terms, both in terms of what they mean and the function they perform. Unfortunately, Facebook is not particularly forthcoming in providing a description of the Facebook Insights terms. Due to this the following glossary has been produced. This glossary breaks down the key Facebook Insights terms, including the popular and the obscure, in order to provide a comprehensive understanding.

Facebook Insights – Reach:

  • Total Reach: This is the total number of unique users who received at least one impression on a piece of content. The impression can be received in a number of ways including, through News Feed, Ticker, Timeline or an ad.
  • Organic Reach: This is the number of unique users who received at least one impression on a piece of content. This impression can only be obtained, without an advertisement, through the following means, News Feed, Timeline or Ticker.
  • Paid Reach: This is the number of unique users who received at least one impression on a piece of content, through Timeline, News Feed or Ticker via an advertisement.
  • Fan Reach: measures the total number of unique users who received at least one impression on a piece of content, through Timeline, News Feed, Ticker or an ad, who are fans of  the Facebook Page
  • Fan Paid Reach: this measures the total number of unique users who received at least one impression on a piece of content through an ad, via News Feed, Timeline or Ticker, who are fans of the Facebook Page.

Facebook Insights – Impressions:

  • Total Impressions: The total number of times a piece of content was shown on News Feed, Timeline, Ticker or an ad. An individual user can be shown more than one impression.
  • Organic Impressions: This measures the total number of times a piece of content was shown on News Feed, Timeline and Ticker without paid advertisement.
  • Paid Impressions:  This is the total number of times a piece of content was shown on News Feed, Timeline and Ticker with paid advertising.
  • Fan Impressions:  The total number of times a piece of content was shown to fans in News Feed, Timeline, Ticker or an ad. A single fan can receive multiple impressions.
  • Fan Paid Impressions: This measures the total number of times that a piece of content was shown to fans on News Feed, Timeline or Ticker via a paid advertisement.

Facebook Insights – Likes:

  • Daily Like Sources:  This displays the exact place where a fan chose to like a Page.
  • Total Likes: Displays the number of likes a Page has accumulated during a set period of time, this can be measured by days, weeks, months and years.
  • Daily Likes: The total number of likes a Page has accumulated on one specific day.
  • Daily Un-likes: Measures the total number of un-likes a Page has accumulated during a specific day.

Facebook Insights – Other:

  • Logged-In Page Views:  Measures the number of times a Page was viewed by a user logged into a Facebook account.
  • Logged-In Tab Views: Displays the number of times a tab was visited by a user logged into a Facebook account.
  • Frequency Distribution: Provides a comprehensive breakdown of the number of unique users which received an impression of a piece of content. It shows clearly how many times an individual user received an impression, whether it be once, or twenty six times.
  • Consumers:  Measures the number of users who clicked on a piece of a Page’s content which did not result in a story.
  • Consumptions: The number of clicks on a piece of content which did not result in a story. Categories of Consumption include, Photo Views, Video Plays, Link Clicks and Other Clicks.
  • Post Clicks: Measures the total number of clicks on content, regardless of whether it resulted in a story or not.
  • Talking About This: Displays the total number of users who created a story about a Page and its content.
  • Stories: Are the number of times users interacted with a piece of content, in a way which was displayed to friends and fans. Examples of stories include, Check-in, Page mention, Page like, Event RSVP, post like, post comment, post share or offer claim.
  • Negative Feedback: Displays the measures that users can take in order to inform Facebook that they do not want to see a Page’s content. This includes, hide Post, hide all posts, unlike Page and report as spam.
  • Positive Feedback:  Displays actions by users which spread a Page’s message and create stories. Examples of positive feedback include, Event RSVP, offer claim, post comment, answer question and like or share.
  • Count Of Fans Online: Displays the total number of fans online, per hour, per day.
  • Engaged Fans: Measures the total number of fans who clicked anywhere on a Page’s content, regardless of whether it resulted in a story.