The typical Facebook marketer regularly confuses Facebook Insights terms. Facebook does little to help you understand what is what.
That’s why this infographic was necessary. It’s a thorough breakdownBreakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element. More of every important Insights term — both popular and obscure — that you need to know.
This is just one in a series of infographics that I’ve published lately that will help simplify Facebook marketing for you:
- Facebook Ads Glossary: Reference of All Important Terms [Infographic]
- All Facebook Image Dimensions: Timeline, Posts, Ads [Infographic]
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Reach and Impressions
Total Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker, Timeline or an ad.
Organic Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker or Timeline without advertising.
Paid Reach: The number of unique users who were served at least one impression of your content via News Feed, Ticker or Timeline with an ad.
Total Impressions: The number of times your content was shown on News Feed, Ticker, Timeline or an ad. One unique user can be shown multiple impressions.
Organic Impressions: The number of times your content was shown on News Feed, Ticker or Timeline without advertising.
Paid Impressions: The number of times your content was shown on News Feed, Ticker or Timeline with an ad.
Logged-in Page Views: The number of times your page was visited by a logged-in user.
Logged-in Tab Views: The number of times a tab was visited by a logged-in user.
FrequencyCalculated as (Impressions/Reach), Frequency is a Facebook ads metric that measures the average number of times users have seen your ad. More Distribution: A breakdown of the number of unique users served an impression of your content by frequency (1, 2, 3, 4, 5, 6-10, 11-20 or 21+ times).
Engagement
Engaged Users: The number of unique users who clicked anywhere on your content, whether it resulted in a story or not.
Engagement Rate: The percentage of unique users who liked, commented on, shared or clicked on your post after having been served an impression.
Consumers: The number of unique users who initiated clicks on your content that did not result in stories.
Consumptions: The number of clicks on your content that did not result in stories. Types of Consumptions: Link ClicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More, Photo Views, Video Plays and Other Clicks.
Post Clicks: The number of clicks on your content, whether it resulted in a story or not.
Talking About This: The number of unique users who generated a story about your content.
Stories: The number of times users interacted with your content in ways that were displayed to friends and followers. Examples: Page like; checkin, page mention, Event RSVP; Offer claim; post like, comment or share.
Negative Feedback: Actions users can take to tell Facebook that they do not want to see your content. Examples: Hide post, hide all posts, report as spam, unlike page.
Positive Feedback: Actions users take that generate stories and spread your message to their friends. Examples: Question answer; Offer claim; post comment, like or share; Event RSVP.
Fan Data
The following terms are found within the Page Level Export…
Count of Fans Online: The number of your fans online per hour, by day, to see any content from any source.
Daily Like Sources: The exact location a user chose to like your page.
Total Likes: The number of likes accumulated by your page through a particular day.
Daily Likes: The number of likes accumulated on a particular day.
Daily Unlikes: The number of fans who unlikes your page on a particular day.
The following terms are found in the “Key Metrics” tab of the Post Level Export…
Fan Impressions: The number of times your content was shown to fans in News Feed, Ticker, Timeline or an ad. One unique fan can be shown multiple impressions.
Fan Paid Impressions: The number of times your content was shown to fans on News Feed, Ticker or Timeline with an ad.
Fan Reach: The number of unique fans who were served at least one impression of your content via News Feed, Ticker, Timeline or an ad.
Fan Paid Reach: The number of unique fans who were served at least one impression of your content via News Feed, Ticker or Timeline with an ad.
Engaged Fans: The number of unique fans who clicked anywhere on your content, whether it resulted in a story or not.
