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  Article updated: May 16, 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

Facebook Page-level metrics
MetricDescription
Page check-insThe number of times people checked in at your Facebook places
Page check-ins (unique)The number of people who checked in at your Facebook places
Page clicks (unique)The number of people who clicked on any of your content, including link clicks, photo views, video plays, and other clicks
Page daily average reachA 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 rateThe 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 engagementsThe number of interactions (reactions, comments, shares, and more) your posts received
Page fansThe number of people who liked your Pages
Page fans online > HourThe 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 fansThe number of new people who liked your Pages
Page lost fansThe number of fans who unliked your Pages
Page negative feedbackThe number of times people took a negative action on your posts and Pages (for example, unliked them, hid them, or reported them as spam)
Page negative feedback (unique)The number of people who took a negative action on your posts and Pages (for example, unliked them, hid them, or reported them as spam)
Page negative feedback rateThe number of people who chose to hide, report as spam, or unlike your posts and Pages, as a percentage of the number of people who saw them
Page followersThe number of people who followed your Pages
Page lost followersThe number of new people who unfollowed your Pages
Page new followersThe number of new people who followed your Pages
Page impressionsThe 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 inbound messagesThe 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 tableA 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 likesThe number of new likes your Pages received
Page post impressionsThe 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 viral impressionsThe 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 reachThe 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 reactionsThe 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 unlikesThe number of unlikes your Pages received
Page video viewsThe number of times your videos were watched for at least three seconds (or to the end, if shorter). Doesn't include replays
Page complete 30-second video viewsThe number of times your videos were watched for at least 30 seconds (or to the end, if shorter). Doesn't include replays
Page viewsThe number of times your Pages were viewed by people logged in and logged out of Facebook
Page views > TabsThe number of times people viewed tabs on your Pages (for example, Timeline, About, Photos, Events)
Page viral impressionsThe 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 rateThe 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 ROIThe 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

Facebook post-level metrics
MetricDescription
Page received PMsThe number of private messages received by your Pages during the time frame
Post 10-seconds organic video viewsThe 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 viewsThe number of times videos you published during the time frame were watched for at least 10 seconds, with paid promotion
Post 10-seconds video reachThe number of people who watched videos you published during the time frame for at least 10 seconds
Post 10-seconds video viewsThe 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 viewsThe 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 viewsThe number of times videos you published during the time frame were watched for at least 30 seconds, with paid promotion
Post 30-seconds video reachThe 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 durationThe 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 clicksThe number of clicks anywhere in posts you published during the time frame*. Includes clicks on links, photos, videos, and other clicks
Post clicks (unique)The number of people who clicked anywhere in posts you published during the time frame
Post commentsThe 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 reachThe 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 viewsThe 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 reachThe 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 viewsThe 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 engaged fansThe number of fans that clicked, liked, commented, or shared posts you published during the time frame
Post engaged usersThe number of people who liked, commented, shared, or performed any type of click anywhere in posts you published during the time frame
Post engagement rateThe 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
Post fan impressionsThe 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 impressionsThe number of times your content was displayed on a person’s screen. Content includes statuses, photos, links, videos, and more
Post likesThe 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 clicksThe 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 negative feedbackThe number of times people took a negative action on posts published during the time frame (for example, unliked them, hid them, or reported them as spam)
Post negative feedback - Report as spamThe number of times posts published on your Pages during the time frame were reported as spam
Post negative feedback (unique)The number of people who took a negative action on posts published during the time frame (for example, unliked them, hid them, or reported them as spam)
Post negative feedback: Hide all postsThe number of times people selected to hide all posts published on your Pages during the time frame
Post negative feedback: Hide all posts (unique)The number of people who selected to hide all posts published on your Pages during the time frame
Post negative feedback: Hide post (unique)The number of people who selected to hide a post published on your Pages during the time frame
Post negative feedback: Report as spam (unique)The number of people who reported any posts published on your Pages during the time frame as spam
Post negative feedback: Unlike Page (unique)The number of people who unliked or hid your Pages during the time frame
Post organic impressionsThe 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 reachThe 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 viewsThe 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 durationThe time videos you published during the time frame were watched, without paid promotion. Returns 0 for reshared videos
Post other actionsThe number of other actions taken anywhere in posts you published during the time frame (for example, pointing at a post)
Post other clicksThe 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 trafficThe number of clicks on the shortened Ow.ly links and vanity URLs in posts you published during the time frame
Post paid impressionsThe number of times ads or sponsored posts you published during the time frame were displayed on a person’s screen
Post paid video reachThe number of people who saw videos you published during the time frame at least once, with paid promotion
Post paid video viewsThe 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 viewsThe 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 reactionsThe 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: AngerThe number of "Anger" reactions to posts and reels you published during the time frame. Includes removed "Anger" reactions
Post total reactions: HahaThe number of "Haha" reactions to posts and reels you published during the time frame. Includes removed "Haha" reactions
Post total reactions: LikeThe number of "Like" reactions to posts and reels you published during the time frame. Includes removed "Like" reactions
Post total reactions: LoveThe number of "Love" reactions to posts and reels you published during the time frame. Includes removed "Love" reactions
Post total reactions: SorryThe number of "Sorry" reactions to posts and reels you published during the time frame. Includes removed "Sorry" reactions
Post total reactions: WowThe number of "Wow" reactions to posts and reels you published during the time frame. Includes removed "Wow" reactions
Post reactions: AngerThe 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: HahaThe 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: LoveThe 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: SorryThe 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: WowThe number of "Wow" reactions to posts and reels you published during the time frame. This number will decrease if people remove their reaction
Post reachThe number of people who saw content you published during the time frame at least once. Content includes posts, videos, and reels
Post reels playsThe 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 followersThe number of people who followed reels you published during the time frame
Post reels replaysThe 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 playsThe 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 sharesThe 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 lengthThe length, in milliseconds, of your video posts
Post video playsThe 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 reachThe 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 viewsThe 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 durationThe time videos and reels you published during the time frame were watched, including replays and views of less than three seconds
Post viral impressionsThe 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
PostsThe number of posts published to your Pages during the time frame
Posts tableA list of posts published by your Pages and their lifetime reactions, comments, and shares
Posts with Ow.ly clicks tableA list of posts published by your Pages and their Ow.ly link click metrics
Top postsA visual representation of your top-performing posts
Video views tableA 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.

  Return to the full list of metrics available in Analytics

 

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