Facebook Page Insights 2011 Upgrade: The Complete Reference Guide

A major upgrade to Facebook Page Insights is currently being rolled out to administrators. It adds several important new metrics, and removes some others. People Talking About This, Reach, and Consumptions will all help Page admins better measure the total audience of their Facebook marketing campaigns and the traffic they are driving.

Facebook has published a .PDF guide to the Insights upgrade, but it doesn’t go into detail about the dozens of new data types admins now have access to. Below we’ll examine every data field available in the Page Insights spreadsheet exports and graphical user interface and discuss what the most significant additions and subtractions are.

What’s in the New Page Insights

To access the new Page Insights, visit your Page and click the Insights tab in the left Page navigation menu. You’ll then see the graphical user interface. By clicking “Export Data” in the top right, you can choose to download spreadsheets of Page- or post-level data for a specific timeframe.

Several of the metrics measure the volume or reach stories that we’ll call “social mentions”.  These stories include liking your Page, posting to your Page’s Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. Metrics are followed by the time frame and other ways they can be sliced.

Page Level Export

  • People Talking About This – The number of people sharing stories about your page. Includes social mentions. Daily, weekly, monthly, by story type.
  • Page Stories – The number of stories created about your Page. Daily, weekly, monthly,
  • Lifetime Total Likes – Lifetime The total number of people who have liked your Page.
  • Daily Friends of Fans – The number of people who are friends of the Fans of your Page (estimated) (unique users).
  • Total Reach – The number of people who have seen any content associated with your Page. Daily, weekly, month, by story type.
  • Organic Reach – The number of people who visited your Page, or saw your Page or one of its posts in News Feed or Ticker. These people can be Fans or non-Fans (unique users). Daily, weekly, monthly.
  • Paid Reach – The number of people who saw a Sponsored Story or Ad pointing to your Page (unique users). Daily, weekly, monthly.
  • Viral Reach – The number of people who saw your Page or one of its posts from a story published by a friend. Includes social mentions. Daily, weekly, monthly, by story type.
  • Total Impressions –  The number of impressions seen of any content associated with your Page (total count). Daily, weekly, monthly.
  • Organic Impressions – The number of times your posts were seen in News Feed or Ticker or on visits to your Page. These impressions can be by fans or non-fans (total count). Daily, weekly, monthly.
  • Paid Impressions – The number of impressions of a Sponsored Story or Ad pointing to your Page (total count). Daily, weekly, monthly.
  • Viral Impressions – The number of impressions of a story published by a friend about your Page (total count). Includes social mentions. Daily, weekly, monthly, by story type.
  • Reach of Page Posts – The number of people who saw any of your Page posts (unique users). Daily, weekly, monthly.
  • Organic Reach of Page Posts – The number of people who saw your Page posts in News Feed or Ticker, or on your Page’s Wall (unique users). Daily, weekly, monthly.
  • Paid Reach of Page Posts – The number of people who saw your Page posts in an Ad or Sponsored Story (unique users). Daily, weekly, monthly.
  • Viral Reach of Page Posts – The number of people who saw your Page posts via a story from a friend (unique users). Daily, weekly, monthly.
  • Total Impressions of your Posts – The number of impressions that came from all of your posts (total count). Daily, weekly, monthly.
  • Organic Impressions of your Posts – The number of impressions of your posts in News Feed or Ticker or on your Page (total count). Daily, weekly, monthly.
  • Paid Impressions of your Posts – The number of impressions of your Page posts in an Ad or Sponsored Story (total count). Daily, weekly, monthly.
  • Viral Impressions of your Posts – The number of times users saw your posts via stories published by their friends (total count). Daily, weekly, monthly.
  • Total Consumers – The number of people who clicked on any of your content without generating a story (unique users). Daily, weekly, monthly, by consumption type.
  • Page Consumptions – The number of times people clicked on any of your content without generating a story (total count). Daily, weekly, monthly, by consumption type.
  • Total Frequency Distribution – The number of people your Page reached broken down by how many times people saw any content about your Page (unique users). Weekly, monthly.
  • Page Posts Frequency Distribution – The number of people who saw your Page posts, broken down by how many times people saw your posts (unique users). Daily, weekly, monthly.
  • Viral Frequency Distribution – The number of people your Page reached from a story published by a friend, broken down by how many times people saw stories about your Page (unique users). Daily, weekly, monthly, by story type.
  • Page Stories By Story Type – The number of stories about your Page by story type. Daily, weekly, monthly. The story types have the following definitions: “Fan” is when someone becomes a fan, “Mention” is when a user tags the Page in an update or a photo, “Checkin” is when a user checks in to a Place Page, “Page” is when your Page posts an update or when a user reposts an update originally published by the Page, “Other”: is when a user creates a story about a Page using one of Facebook’s lesser known products such as Recommendations.
  • Lifetime Gender and Age – Lifetime aggregated demographic data about the people who like your Page based on the age and gender information they provide in their user profiles (total count).
  • Lifetime Countries – Lifetime aggregated Facebook location data, sorted by country, about the people who like your Page (total count).
  • Lifetime Cities – Lifetime aggregated Facebook location data, sorted by city, about the people who like your Page (total count).
  • Lifetime Language – Lifetime aggregated language data about the people who like your Page based on the default language setting selected when accessing Facebook (total count).
  • Weekly Reach Demographics, Country, City, and Language – Weekly total Page reach by age and gender, user country, user city, and user selected language (unique users).
  • Demographics, Country, and Language People Talking About This – The number of People Talking About the Page by user age and gender, user country, and user language (unique users). Daily, weekly, monthly.
  • Daily logged-In Tab Views – Tabs on your Page that were viewed when logged-in users visited your Page (unique users).
  • Daily External Referrers – Top referrering external domains sending traffic to your Page (total count).

Post Level Export

Note: all metrics are for the lifetime of the corresponding post.

  • Total Reach – The number of people who saw your Page post (unique users).
  • Organic Reach – The number of people who saw your Page post in News Feed or Ticker, or on your Page’s Wall (unique users).
  • Paid Reach – The number of people who saw your Page post in an Ad or Sponsored Story (unique users).
  • Viral Reach – The number of people who saw your Page post in a story from a friend (unique users).
  • Total Impressions – The number of impressions of your Page post (total count).
  • Organic Impressions – The number of impressions of your post in News Feed or Ticker or on your Page’s Wall (total count).
  • Paid Impressions – The number of impressions of your Page post in an Ad or Sponsored Story (total count).
  • Viral Impressions – The number of impressions of your Page post in a story generated by a friend (total count).
  • Engaged Users – The number of people who clicked anywhere in your posts (unique users).
  • Talking About This – The number of unique people who created a story about your Page post (unique users).
  • Stories – The number of stories generated about your Page post, by story type, ie Likes, comments, and shares (total count).
  • Consumers – The number of people who clicked anywhere in your post without generating a story (unique users).
  • Consumptions – The number of times people clicked anywhere in your posts without generating a story (total count).

Page Insights Graphical User Interface