Article updated: August 30, 2024
Facebook metrics
Facebook metrics help you figure out how you're doing on Facebook. This article goes over the Facebook metrics available in Analytics. Use CTRL+F (CMD+F on Mac) to search content in this article.
Facebook imposes the following restrictions on retrieving metrics:
- Most Facebook metrics come from Facebook Insights, which are only updated once a day.
- Facebook Pages require at least 30 likes before Facebook can return any analytics for them.
To see how Hootsuite backfills data for Facebook metrics, see Understand data in Analytics.
Facebook Page-level metrics
Page metrics or Page-level metrics display results that occurred during the selected date range for all posts published to a Page, regardless of when the posts were published. So, if you track any Page-level metrics in your reports, the data you see is for the entire Page. For example, a metric like Page video views shows you the total number of views that your video posts received during your selected date range - it doesn't matter if the posts were published during or outside of that range. Learn more about the difference between post-level and Page-level metrics
| Metric | Description |
|---|---|
| Page audience online > Hour | The number of people online during the time frame, broken down by hour, day of the week, and time of day in GMT. Online activity is based on the number of private messages and public comments (not including author comments) received by your Pages and by public Facebook posts mentioning your Pages. If you select more than a week, we display the average number of people per hour |
| Page daily average reach | A daily average of how many people saw any content from or about your Pages. Content includes posts, check-ins, ads, mentions of your Pages, as well as other content or information on your Pages. To calculate the average per Page, we add each day's value and then divide that by the number of days in your selected time frame |
| Page engagement rate | The number of interactions (reactions, comments, shares, and more) on any content from your Pages, as a percentage of the number of people who saw it |
| Page engagements | The number of interactions (reactions, comments, shares, and more) your posts received |
| Page fans | The number of people who liked your Pages |
| Page fans online > Hour | The number of fans who were online during the date range, broken down by the hour, day of the week, and time of day in GMT. If you select more than a week, we display the average number of fans per hour |
| Page new fans | The number of new people who liked your Pages |
| Page lost fans | The number of fans who unliked your Pages |
| Page followers | The number of people who followed your Pages |
| Page lost followers | The number of new people who unfollowed your Pages |
| Page new followers | The number of new people who followed your Pages |
| Page impressions | The number of times any content from or about your Pages was displayed on a person’s screen. Content includes posts, ads, feed stories*, and more |
| Page organic impressions | The number of times any post or story content from or about your Pages was displayed on a person’s screen, without paid promotion |
| Page paid impressions | The number of times any post or story content from or about your Pages were displayed on a person's screen, with paid promotion |
| Page inbound messages | The number of private messages and public comments received by your Pages and by other public Facebook posts that mention your Pages. Doesn't include comments from the author of the post |
| Page inbound messages table | A list of private messages and public comments received by your Pages and by other public Facebook posts that mention your Pages. Includes sentiment, gender, and language data. Doesn’t include comments from the author of the post |
| Page new likes | The number of new likes your Pages received |
| Page organic new likes (unique) | The number of new people who liked your Pages, without paid promotion |
| Page paid new likes (unique) | The number of new people who liked your Pages, with paid promotion |
| Page post impressions | The number of times content from your Pages’ was displayed on a person's screen. Content can include statuses, photos, links, videos, and more |
| Page post impressions (unique) | The number of people who saw your Pages' posts. Posts can include statuses, photos, links, videos, and more |
| Page post organic impressions | The number of times your Pages’ posts were displayed on a person's screen, without paid promotion |
| Page post paid impressions | The number of times your Pages’ posts were displayed on a person's screen, with paid promotion |
| Page post viral impressions | The number of times your Pages’ posts were displayed on a person's screen because someone liked or followed your Page, engaged with a post, shared a photo from your Page, or checked in at your Facebook places |
| Page post viral impressions (unique) | The number of people who saw your Pages’ posts because someone liked or followed your Page, engaged with a post, shared a photo from your Page, or checked in at your Facebook places |
| Page reach | The number of people who saw any content from or about your Pages. Content includes posts, ads, feed stories, mentions of your Pages, as well as other content or information on your Pages |
| Page organic reach | The number of people who saw any content from or about your Pages, without paid promotion |
| Page paid reach | The number of people who saw any content from or about your Pages, with paid promotion |
| Page post organic reach | The number of people who saw your Pages' posts, without paid promotion |
| Page post paid reach | The number of people who saw your Pages' posts, with paid promotion |
| Page reactions | The number of reactions to your posts and to other Facebook posts where people mentioned your Pages, checked in at your places, responded to your events, and liked your Pages |
| Page unlikes | The number of unlikes your Pages received |
| Page video views | The number of times your videos were watched for at least three seconds (or to the end, if shorter). Doesn't include replays |
| Page video views (unique) | The number of people who viewed your videos for at least three seconds, or for nearly their total length if they're shorter than three seconds |
| Page organic video views | The number of times your videos were viewed for at least three seconds, or for nearly their total length if they're shorter than three seconds, without paid promotion |
| Page paid video views | The number of times your videos were viewed for at least three seconds, or for nearly their total length if they're shorter than three seconds, with paid promotion |
| Page complete 30-second video views | The number of times your videos were watched for at least 30 seconds (or to the end, if shorter). Doesn't include replays |
| Page organic 30-second video views | The number of times your videos were viewed for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds, without paid promotion |
| Page paid 30-second video views | The number of times your videos were viewed for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds, with paid promotion |
| Page views | The number of times your Pages were viewed by people logged in and logged out of Facebook |
| Page viral impressions | The number of times any content from or about your Pages was displayed on a person's screen because someone interacted with it (liked or followed your Pages, engaged with a post, shared a photo from your Pages, or checked into your Pages) |
| Page viral impressions (unique) | The number of people who saw any content from or about your Pages because someone interacted with it (liked or followed your Pages, engaged with a post, shared a photo from your Pages, or checked in at your Facebook places) |
| Page virality rate | The percentage of times content from your Pages was displayed on a person’s screen as a result of your audience reacting, commenting, and sharing your content |
| Posts ROI | The total return on investment (ROI) for all posts published to the selected Advanced Analytics accounts during time frame. We calculate ROI as the sum of metric values assigned by the social network (for example, 12 likes) multiplied by metric values assigned by you (for example, 2 points) |
Facebook post-level metrics
Post metrics or post-level metrics only display results for posts published during the selected date range. So, if you review your post performance results or track any post-level metrics in your reports, like Post impressions, the data you see is only for the posts published during your selected date range. Learn more about the difference between post-level and Page-level metrics
| Metric | Description |
|---|---|
| Page received PMs | The number of private messages received by your Pages during the time frame |
| Post 10-seconds organic video views | The number of times videos you published during the time frame were watched for at least 10 seconds, without paid promotion |
| Post 10-seconds paid video views | The number of times videos you published during the time frame were watched for at least 10 seconds, with paid promotion |
| Post 10-seconds video reach | The number of people who watched videos you published during the time frame for at least 10 seconds |
| Post 10-seconds video views | The number of times videos you published during the time frame were watched for at least 10 seconds |
| Post 10-seconds video views (auto-play) | The number of times videos you published during the time frame automatically played for at least 10 seconds |
| Post 10-seconds video views (click-to-play) | The number of times videos you published during the time frame were watched for at least 10 seconds, after people clicked to play them |
| Post 10-seconds video views (sound-on) | The number of times videos you published during the time frame were watched for at least 10 seconds with the sound on |
| Post 30-seconds organic video views | The number of times videos you published during the time frame were watched for at least 30 seconds, without paid promotion |
| Post 30-seconds paid video views | The number of times videos you published during the time frame were watched for at least 30 seconds, with paid promotion |
| Post 30-seconds video reach | The number of people who watched videos you published during the time frame for at least 30 seconds |
| Post 30-seconds video views (auto-play) | The number of times videos you published during the time frame automatically played for at least 30 seconds |
| Post 30-seconds video views (click-to-play) | The number of times videos you published during the time frame were watched for at least 30 seconds, after people clicked to play them |
| Post average watch duration | The average time videos and reels you published during the time frame were watched, including replays and views of less than three seconds. Returns 0 for reshared videos |
| Post clicks | The number of clicks anywhere in posts you published during the time frame*. Includes clicks on links, photos, videos, and other clicks |
| Post comments | The number of comments received by posts and reels you published during the time frame |
| Post comments (unique) | The number of people who commented on posts you published during the time frame |
| Post complete organic video reach | The number of people who watched videos you published during the time frame from the beginning to 95% or more of their duration, without paid promotion |
| Post complete organic video views | The number of times videos you published during the time frame were watched from the beginning to 95% or more of their duration, without paid promotion |
| Post complete paid video reach | The number of people who watched videos you published during the time frame from the beginning to 95% or more of their duration, with paid promotion |
| Post complete paid video views | The number of times videos you published during the time frame were watched from the beginning to 95% or more of their duration, with paid promotion |
| Post engagement | The number of likes, reactions, comments, clicks, and shares received by posts published during the date range. Does not include shares and clicks for reels |
| Post engagement rate | The average engagement rate for all your posts, calculated as the sum of engagement rates for each post, divided by the number of posts. The engagement rate for a post is calculated as the number of people who liked, commented, shared, or clicked on any content in posts you published during the time frame, as a percentage of the number of people who saw it. Does not include shares and clicks for reels |
| Post fan impressions | The number of times fans saw content you published during the time frame. Content includes statuses, photos, links, videos, and more |
| Post fan impressions (unique) | The number of fans who saw content you published during the time frame. Content includes statuses, photos, links, videos, and more |
| Post impressions | The number of times your content was displayed on a person’s screen. Content includes statuses, photos, links, videos, and more |
| Post likes | The number of like and care reactions to content you published during the time frame. This number will decrease if people remove their like or care reaction |
| Post likes (unique) | The number of people who liked posts you published during the time frame |
| Post link clicks | The number of clicks on links in posts you published during the time frame*. Includes clicks on links, photos, videos, and other clicks |
| Post link clicks (unique) | The number of people who clicked on links in posts you published during the time frame |
| Post organic impressions | The number of times content you published during the time frame was displayed on a person's screen, without paid promotion. Content includes statuses, photos, links, videos, and more |
| Post organic video reach | The number of people who watched videos you published during the time frame for at least three seconds (or to the end, if shorter), without paid promotion |
| Post organic video views | The number of times videos you published during the time frame were watched for at least three seconds (or to the end, if shorter), without paid promotion |
| Post organic video watch duration | The time videos you published during the time frame were watched, without paid promotion. Returns 0 for reshared videos |
| Post other actions | The number of other actions taken anywhere in posts you published during the time frame (for example, pointing at a post) |
| Post other clicks | The number of clicks on something other than links, photos, or videos in posts you published during the time frame*. These can include clicks on your Page name, people’s names in the comments, the like count, or the time stamp |
| Post other clicks (unique) | The number of people who clicked on something other than links, photos, or videos in posts you published during the time frame. These can include clicks on your Page name, people’s names in the comments, the like count, or the time stamp |
| Post Ow.ly traffic | The number of clicks on the shortened Ow.ly links and vanity URLs in posts you published during the time frame |
| Post paid impressions | The number of times ads or sponsored posts you published during the time frame were displayed on a person’s screen |
| Post paid video reach | The number of people who saw videos you published during the time frame at least once, with paid promotion |
| Post paid video views | The number of times videos you published during the time frame were watched for at least three seconds (or to the end, if shorter), with paid promotion |
| Post photo views | The number of times people clicked to view photos in posts you published during the time frame* |
| Post photo views (unique) | The number of people who clicked to view photos you published during the time frame |
| Post likes and reactions | The number of likes and reactions (love, haha, wow, sad, angry) to posts you published during the time frame. This number will decrease if people remove their likes or reactions |
| Post total reactions: Anger | The number of "Anger" reactions to posts and reels you published during the time frame. Includes removed "Anger" reactions |
| Post total reactions: Haha | The number of "Haha" reactions to posts and reels you published during the time frame. Includes removed "Haha" reactions |
| Post total reactions: Like | The number of "Like" reactions to posts and reels you published during the time frame. Includes removed "Like" reactions |
| Post total reactions: Love | The number of "Love" reactions to posts and reels you published during the time frame. Includes removed "Love" reactions |
| Post total reactions: Sorry | The number of "Sorry" reactions to posts and reels you published during the time frame. Includes removed "Sorry" reactions |
| Post total reactions: Wow | The number of "Wow" reactions to posts and reels you published during the time frame. Includes removed "Wow" reactions |
| Post reactions: Anger | The number of "Anger" reactions to posts and reels you published during the time frame. This number will decrease if people remove their reaction |
| Post reactions: Haha | The number of "Haha" reactions to posts and reels you published during the time frame. This number will decrease if people remove their reaction |
| Post reactions: Love | The number of "Love" reactions to posts and reels you published during the time frame. This number will decrease if people remove their reaction |
| Post reactions: Sorry | The number of "Sorry" reactions to posts and reels you published during the time frame. This number will decrease if people remove their reaction |
| Post reactions: Wow | The number of "Wow" reactions to posts and reels you published during the time frame. This number will decrease if people remove their reaction |
| Post reach | The number of people who saw content you published during the time frame at least once. Content includes posts, videos, and reels |
| Post reels plays | The number of times reels you published during the time frame started to play for at least a millisecond on a person’s screen. Does not include replays |
| Post reels followers | The number of people who followed reels you published during the time frame |
| Post reels replays | The number of times reels you published during the time frame were replayed. Replays of at least a millisecond are counted after the initial play of the reel in the same session |
| Post reels total plays | The number of times reels you published during the time frame started to play for at least a millisecond on a person’s screen. Includes replays. Replays are counted after the initial play of the reel in the same session |
| Post shares | The number of times people shared posts and reels you published during the time frame |
| Post shares (unique) | The number of people who shared posts you published during the time frame |
| Post video length | The length, in milliseconds, of your video posts |
| Post video plays | The number of times videos in posts you published during the time frame were played* |
| Post video plays (unique) | The number of people who played videos you published during the time frame |
| Post video reach | The number of people who watched videos you published during the time frame for at least three seconds (or to the end, if shorter) |
| Post video views | The number of times videos you published during the time frame were watched for at least three seconds (or to the end, if shorter) |
| Post video views (auto-play) | The number of times videos you published during the time frame automatically played for at least three seconds (or to the end, if shorter). |
| Post video views (click-to-play) | The number of times videos you published during the time frame were watched for at least three seconds, after people clicked to play them. |
| Post video views (sound-on) | The number of times videos you published during the time frame were watched for at least three seconds with the sound on |
| Post video watch duration | The time videos and reels you published during the time frame were watched, including replays and views of less than three seconds |
| Post viral impressions | The number of times content you published during the time frame was displayed on a person's screen because someone liked or followed your Page, engaged with a post, shared a photo from your Page, or checked in at your Facebook places |
| Posts | The number of posts published to your Pages during the time frame |
| Posts table | A list of posts published by your Pages and their lifetime reactions, comments, and shares |
| Posts with Ow.ly clicks table | A list of posts published by your Pages and their Ow.ly link click metrics |
| Top posts | A visual representation of your top-performing posts |
| Video views table | A summary of the view metrics for the videos uploaded to your Pages |
* Metrics with this symbol indicate that they won't be counted if they generated a feed story. For example, Post clicks that generate a feed story are not included in the Post clicks total. Feed stories are generated when a person interacts with your Page or content. For example, if a person likes your Page, checks into your place, or comments on a post, and that interaction shows up on other people’s feeds, we call it a feed story.
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