Facebook Quietly Updates Insights to Show Real-Time Data on Page Posts, Bugs Appear

Facebook quietly updated its Insights analytics tool last night, making changes to what data is displayed about user engagement on posts made to Facebook Pages. Or so it seems.

The change appears to still be going live, and there’s not yet any official announcement about what’s new. So, we’re checking with Facebook for more details, and here’s what we’re seeing now.

First, Insights data about posts on Pages is now starting to appear in real-time, whereas previously it could take hours before the data would appear.

Second, the data available on Posts looks to have increased from just impressions and percentage feedback to also include click-through rates and Likes, as you can see in the image above. Note that CTR and Likes had previously appeared in Facebook’s Page documentation, but had not been pushed live until now.

Third, the impressions data currently visible also appears to be inaccurate. Some have speculated that Facebook went from showing total impressions to unique impressions for each post. However, from speaking with various Page administrators and service providers, our understanding is that the data visible is simply not accurate. We expect a bug fix will soon resolve the problem.

We’ll be updating this post with more information as it emerges.

[Hat tips to Amit Lavi, BrandGlue, and the Social Marketers group on Facebook. Image with permission, from Kelly Orange of Specialty Produce via Mari Smith.]

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11 Responses to “Facebook Quietly Updates Insights to Show Real-Time Data on Page Posts, Bugs Appear”

  1. Melanie Nelson says:

    Can you explain what counts as an impression? Is that how many people click over the FB page to see the info?

    And then a clickthrough would be how many people click the link to leave FB and go to the actual article site?

  2. TecRux says:

    These real time page insights seem more useful than previous insight which showed only number of impressions.

  3. Savannah Brentnall says:

    Definitely buggy. For example, one of my updates shows 500 likes and 234 comments, but only 15 impressions.

  4. Komen Pada Facebook Kini Dikemas-Kini Dalam Masa-Nyata | Amanz says:

    [...] daripada fungsi komen, Facebook juga turut sama telah memperkenalkan fungsi statistik masa-nyata pada Fan Page, dimana kini para pentadbir halaman Fan Page boleh [...]

  5. Martin Kelley says:

    I came to InsideFacebook just to see if you had covered this–glad to see you have. My Page’s impressions when from an average to 900-1400 to 1 to the low 200s. I was hoping it’s just a bug and that they’re not taking Pages out of the stream.

    Here’s another bit of evidence on the bug front: the post that got only one impression somehow received five likes!

  6. Jason says:

    Ya, I think the impression data is totally off now. It doesn’t make any sense.

  7. naeem says:

    definately a bug. Normally my page (12k, with 8k active) gets minimum 4000 impressions within a day. Only showing like 80 or 90 impressions.

    In some cases, received 120 comments on a post, but only shows like 80 impressions.

    However if you click the “see all” insights (on the left tab)
    then on Interactions

    Those figures seem to be a bit more accurate.

  8. Ben Fortney says:

    Any update on this? IFB is the only place I’ve seen this story, and there are DEFINITELY issues with how things are being calculated.

    I really wish FB would give us some “insight” into what exactly they’re doing – or at the very least a heads up.

  9. Tim Wilson says:

    “Impressions” for Facebook has, historically, meant, “The status update was rendered on a user’s screen.” So: 1) status update appears in a user’s feed when he/she visits Facebook (whether it’s above or below the fold doesn’t matter — it’s an impression) — this covers both fans of the page who log in and have the update appear, as well as friends of a user who share the update and trigger the update to show up in their friends’ feeds, and 2) user visits the page where the status update appears.

  10. Gilligan on Data by Tim Wilson » Blog Archive » Dear Facebook: As an Analyst, It’s Hard to Be Your Friend says:

    [...] Update: More Facebook Insights updates rolling out, and, so far, they are buggy: Facebook Quietly Updates Insights to Show Real-Time Data on Page Posts, Bugs Appear. [...]

  11. Stephen Smith says:

    Interesting stuff, Eric…the metrics coming through on my business page are still totally messed up, but I look forward to seeing where this is headed. Can’t wait for your update….

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