Analytics for Facebook
An extensive set of metrics—grouped under categories like reactions, engagements, impressions, and video view insights—are monitored on Facebook. The performance of a post or video, engagement distribution, views according to age, gender, and region, and other details can be studied.
Reactions
The number of reactions to a particular post can be viewed under the Post Stats tab. It tracks the following metrics.
Like, Love, Wow, Haha, Angry, Sorry, and Total Reactions.
Engagement
The number of times people interact with your Facebook post can be monitored under a variety of categories, described below.
Comments: The number of comments on your post.
Shares: The number of times your post has been shared.
Clicks: The number of times a user clicks anywhere on the post, including a URL, photo, or profile name.
Negative feedback: If a user hides a post, hides all posts, or reports spam, it's considered as negative feedback for the post.
Click distribution: The distribution of each type of click is presented visually, showing the number of times users click the link and view the photo. Any other clicks on the content will be shown under Other clicks.
Negative feedback distribution: The distribution of the type of negative feedback when users either hid the post or reported spam can be monitored here.
Total engagement: The cumulative number of interactions on your post, including likes, comments, shares, and clicks.
Engagement rate: The percentage of total engagements by the total number of times your post was displayed on users' screens. This measure helps to understand how actively the audience engaged with your post.
Engaged fans: The number of people who liked your page and engaged with your post. This is important to understand how your content is engaging users who already follow your work.
Engaged users: The number of people who engaged with your post by clicking anywhere on the post, reacted, commented, or shared the post. This also includes new users who don't already follow your page.
Impressions
The number of times your content was displayed on users' screens can be monitored under these categories.
Post impressions: The number of times your post was displayed on screen.
Unique impressions: The number of people who saw your post on their screen.
Fans impressions: The number of times the post was displayed on the screen of users who like your page.
Unique fans impressions: The number of people who have already liked your page that saw the post on their screen.
Post viral impressions: The number of times people saw your post with social information attached. For example, if a friend interacted with a post or page through a like, comment, check-in, or share, you can see this activity.
Post viral unique impressions: The number of people who saw your post through a friend's interaction with it.
Impressions by story type: The number of times the post was viewed through a friend's interaction. The graph shows a split of the total impressions and unique impressions.
Video view insights
Insights for all the videos posted on the page can be viewed here, and they're monitored using the following metrics.
Unique video views: The number of people who viewed your video for at least 3 seconds, or for the whole length if it's shorter than 3 seconds.
Auto-played video views: The number of times your video was auto-played for at least 3 seconds, or for the whole length if it's shorter than 3 seconds.
Clicked to play video views: The number of times your video was played for at least 3 seconds, or for the whole length if it's shorter than 3 seconds after the user clicked on "Play."
Sound on video views: The number of times your video was played with the sound on for at least 3 seconds, or for the whole length if it's shorter than 3 seconds.
Unique 10S views: The number of people who viewed your video for at least 10 seconds, or for the whole length if it's shorter than 10 seconds.
Auto-played 10S views: The number of times your video was auto-played for at least 10 seconds, or for the whole length if it's shorter than 10 seconds.
Clicked to play 10S views: The number of times your video was played for at least 10 seconds, or for the whole length if it's shorter than 10 seconds, after the user clicked on "Play."
Sound on 10S views: The number of times your video was played with the sound on for at least 10 seconds, or for the whole length if it's shorter than 10 seconds.
Unique 30S views: The number of people who viewed your video for at least 30 seconds, or for the whole length if it's shorter than 30 seconds.
Auto-played 30S views: The number of times your video was auto-played for at least 30 seconds, or for the whole length if it's shorter than 10 seconds.
Clicked to play 30S views: The number of times your video was played for at least 30 seconds, or for the whole length if it's shorter than 30 seconds, after the user clicked on "Play."
30S views: The number of times the video was played for at least 30 seconds.
10S views: The number of times the video was played for at least 10 seconds.
15S views: The number of times the video was played for at least 15 seconds.
60S views: The number of times the video was played for at least 60 seconds.
Total video views: The number of times the video was played for at least 3 seconds.
Auto-played retention graph: The number of times the video was played automatically at each interval as a percentage of all automatic views. For example, a 10-minute video is split into five parts of 2 minutes each, and has 10 auto-play views. If three of these views are the auto-play views for the first 2 minutes, then the percentage of auto-played retention for the first part of the video will be 30%.
The sum of the views of each part will be greater than or equal to the total views. If a user auto-plays the video for 4 minutes, it'll increase the first and second part views by one each, but the total views will be increased by just one view.
Clicked to play retention graph: The number of times the video was played at each interval as a percentage of all views after the user clicked "Play."
Total retention graph: The number of times the video was played at each interval as a percentage of all the views.
Video view time Insights
Video duration: The total duration of the video.
Total view time: The total time the video played. This includes videos played for less than 3 seconds and replays.
Average view time: The average time the video was viewed.
Age and gender graph: The distribution of viewers by age and gender, and their view duration.
Gender graph: The distribution of viewers by gender.
View time by region: The total time the video was played in the 45 most popular regions across different countries.
View time by country: The total time the video was played for in the top 45 countries.
These metrics are available for posts made on your Facebook business page.
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