Facebook Insights Glossary of Terms [Infographic]

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Ever find yourself staring at your Facebook Insights, confused about the difference between Engagement and Consumptions? Impressions and Reach?

You’re not alone.

I’ve put together this comprehensive Facebook Insights Glossary of Terms so that you’ll never need to ask the question again.

Bookmark this page. Print off or Pin the infographic at the bottom. Whatever you do, keep it handy and pass it on!

Page Level


Logged-In Page Views: Total number of Page Views from users logged into Facebook.

Page Consumers: The number of unique users who clicked on any of your content. Consumptions include link clicks, photo clicks, video plays and other clicks.

Page Consumptions: The total 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.

Page Engaged Users: The number of unique users who engaged with your Page. Engagement includes any click or story created.

Page Impressions: The total number of impressions seen of any content associated with your Page, whether clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in their news feed once, and then a second time if their friend shares it.

Page Organic Impressions: The total number of times your posts were seen in News Feed, Ticker or on visits to your Page. These impressions can be by Fans or non-Fans.

Page Organic Reach: The number of unique users (Fans or non-Fans) who visited your Page, saw your Page or one of its posts in News Feed or Ticker.

Page Paid Impressions: The total number of impressions of a Sponsored Story or Ad pointing to your Page.

Page Paid Reach: The number of unique users who saw a Sponsored Story or Ad pointing to your Page.

Page Reach: The number of unique users who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page). The Page Reach number might be less than the impressions number since one person can see multiple impressions.

Page Stories: The number of stories created about your Page. Stories include:

  • Likes of your Page;
  • Likes, comments on, or shares of your Page posts;
  • Answers to a Question you’ve asked;
  • Responses to your Event;
  • Mentions of your Page;
  • Tags of your Page in a photo;
  • Check-ins or Recommendations of your Place.

Page Talking About This: Number of unique users sharing stories about your page.

Page Viral Impressions: The total number of impressions of a story published by a friend about your Page.

Page Viral Reach: The number of unique users who saw your Page or one of its posts from a story published by a friend.

Post Level


Negative Feedback: Number of times users have clicked the “x” button, clicked “hide,” clicked “hide all” or reported your Page posts as spam.

Post Consumers: The number of unique users who clicked anywhere in your post.

Post Consumptions: The number of clicks anywhere in your post.

Post Engaged Users: The number of unique users engaged with your post. Engagement includes any click or story created.

Post Impressions: The number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in their news feed once, and then a second time if their friend shares it.

Post Organic Impressions: The number of impressions of your post in News Feed, Ticker or on your Page’s Timeline.

Post Organic Reach: The number of unique users (Fans or non-Fans) who saw your Page post in News Feed, Ticker or on your Page’s Wall.

Post Paid Impressions: The number of impressions of your Page post in an Ad or Sponsored Story.

Post Paid Reach: The number of unique users who saw your Page post in an Ad or Sponsored Story.

Post Reach: The number of unique users who saw your Page post. The Post Reach number might be less than the impressions number since one person can see multiple impressions.

Post Stories: The number of stories generated about your Page post. Stories include:

  • Likes, comments on, or shares your Page post;
  • Answers a question you’ve asked;
  • Responds to your event.

Post Talking About This: The number of unique users who created a story about your Page post.

Post Viral Impressions: The number of impressions of your Page post in a story generated by a friend.

Post Viral Reach: The number of unique users who saw your Page post in a story from a friend.

facebook insights glossary Facebook Insights Glossary of Terms [Infographic]

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About Jon Loomer

Jon Loomer is a digital marketing consultant with a unique perspective on social media. He was introduced to Facebook in 2007 while with the NBA (back before Pages) and has been using Facebook for business ever since. Stay in touch by liking his Facebook Page (Jon Loomer Digital).

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