Facebook metrics

Sep 3, 2026
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Article updated: June 03, 2026

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.

For details and limitations on how we collect, backfill, and store data for each social network, 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
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 total unique media viewers who had any content from or about your Pages enter their screen. We calculate the average reach per Page by adding each day's value and then dividing 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 times any organic content was displayed on a person's screen. To chart daily values over time, we recommend using Line, Area, and Column visualizations. Number, Gauge, Pie, and List visualizations can only display average daily values.
Page engagements	The number of interactions (reactions, comments, shares, and more) your posts received
Page followers	The number of people who followed 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 followers	The number of new people who followed your Pages
Page lost followers	The number of fans who unfollowed 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 views	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 views	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 views	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 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 views	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 reach	The number of people who saw your Pages' posts. Posts can include statuses, photos, links, videos, and more
Page post organic views	The number of times your Pages’ posts were displayed on a person's screen, without paid promotion
Page post paid views	The number of times your Pages’ posts were displayed on a person's screen, 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 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 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 unique views	The number of total unique media viewers for your Facebook Pages, including from paid promotion.
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, 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
Metric	Description
Page received PMs	The number of private messages received by your Pages during the time frame
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 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 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
Post engagement rate	The average engagement rate for all 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, reacted, commented, shared, and clicked on posts you published during the time frame, as a percentage of the number of total unique viewers. We recommend Line, Area, and Column visualizations for daily values over time as Number, Gauge, Pie, and List visualizations can only display average daily values.
Post views	The number of times your content was displayed on a person’s screen. Content includes statuses, photos, links, videos, and more
Post unique views	The number of total unique media viewers for your Facebook content, including from paid promotion.
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 views	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 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 views	The number of times ads or sponsored posts you published during the time frame were displayed on a person’s screen
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: Sad	The number of "Sad" reactions to posts and reels you published during the time frame. Includes removed "Sad" 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: Sad	The number of "Sad" 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 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 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
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 engagement metrics. The table includes the following columns: Date Message Likes and reactions Comments Shares Clicks Views Reach Engagement Engagement rate
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.

Return to the full list of metrics available in Analytics

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Facebook metrics

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