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

  • Total Likes, with percentage change.
  • Lifetime Likes, with percentage change.
  • People Talking About This, with percentage change.
  • Weekly Total Reach, with percentage change.
  • Graph of these metrics charted over dots representing posting volume by day.

    Page Posts
  • Total Reach – Hover over to view a breakdown by Organic, Paid, and Viral.
  • Engaged Users – The number of unique users who clicked anywhere in the post. Hover over to view a breakdown of clicks between a post’s link and its feedback buttons.
  • Talking About This – Hover over to view a breakdown by Likes, comments, and shares.
  • Virality – The number of unique people who have created a story from this post by Liking, commenting, or sharing, as a percentage of the unique viewers of the post.

    Fans
  • Demographics and location.
  • Gender and Age – Percentage of fan base in each gender and age bracket.
  • Top countries, cities, and langauges of fans.
  • New Likes and unlikes by day.
  • Like Sources – Page, news feed, or Ticker; mobile; Likes by other Pages; Third-Party Apps; Recommended Pages sidebar module; Like Box and Like button; Admin invite, Admin registration.

    Reach
  • Daily Reach – Graphed by Organic, Paid, Viral, and Total.
  • Unique Users by Frequency – How many people saw any content about your Page, broken down by how many times each person viewed this content.
  • Visits to Your Page – Page views and unique visitors by day.
  • Total Tab Views – The number of times each of your Page tabs was viewed, such as Wall, photos, and custom apps.
  • External Referrers.
Talking About This
  • Talking About This and Viral Reach- Graphed by day, can be filtered by All Stories, Page Likes, Stories from Your Posts, Mentions and Photo Tags, and Posts by Others. Each point represents the number of unique people in the seven day period ending with that day.

 

What’s Been Removed From Insights or Renamed

  • Active Users - The number of people who have interacted with or viewed your Page or its posts. This includes interactions from Fans and non-Fans. Active Users has been replaced with the more comprehensive Reach metrics.
  • Daily Unlikes – This has been removed from the export and is now available in the Page Insights graphical user interface.
  • Lifetime Total Unsubscribes - The total number of users who have hidden your App or Page in News Feed (total count). This metric helped Pages determine if they were posting spammy or irrelevant content, and its removal may be the most significant loss for Page admins of the Insights upgrade. Update: This metric was mistakenly removed by Facebook and has now been re-added.
  • Daily Logged-In Page Views (total count and unique users) – These have been removed from the exports bu are now available in the Page Insights GUI.
  • Daily News Feed Impressions – This has been replaced by several organic impressions metrics.
  • Daily Likes and Comments – This has been replaced by the Lifetime Post Stories by action type.
  • Daily Discussion Posts – Facebook will remove the Discussions tab from Pages on October 31st, 2011, so this metric will no longer be necessary.
  • Daily Wall Posts and Videos- This has been replaced by the People Talking About This ‘user’ story type.
  • Daily Photo Views and Video Views – These metrics can now be found in the Page consumptions by consumption type.
  • Feedback - (Comments+Likes)/Impressions. This has been replaced with Virality in the Insights graphical user interface, though that metric also includes shares of a post.
  • Daily Internal Referrers - Daily top referrers to your Page on Facebook (total count) — search, stream, or share. The removal of this metric means it will be difficult for admins to tell where non-fans are arriving to their Page from. Admins can use the Like Sources metric in the Insights GUI to tell where non-fans who become fans are coming from.
  • Media Consumptions – Video views, audio listens, and photo views by day. This has been removed from the GUI but replaced in the Page level export with Consumptions by Consumption Type.
  • Daily Active Users Breakdown – Unique Page Views, Post Viewers, Liked a Post, Commented on a Post, and Wall Posts. This has been removed from the GUI and replaced with Reach metrics, Lifetime Talking About This, and Lifetime Post Stories by Action Type.
  • Page Activity – User Mentions, Discussion Posts, Reviews, Wall Posts, and Videos. The Discussions and Reviews tabs are being removed from Facebook Pages, and the remaining GUI metrics are replaced with People Talking About This.

The Most Important Changes to Page Insights

Reach and Consumptions are two of the most valuable new additions to Page Insights, while the removal of Daily Unsubscribes is the worst part of the overhaul. Reach aggregates all types of impressions and engagement, including those reached by People Talking About This, and gives admins a measure of the total audience of their Facebook marketing efforts. This will allow marketers to compare Facebook to other channels to determine where they can gain bring their message to the most people.

Consumptions can be used to track clicks of posted links. While Likes and comments help improve a post’s EdgeRank and get it more impressions, most marketers are looking to drive traffic to specific online presences where they host custom Page tab applications, ecommerce stores, signup pages, and branded content. Admins will no longer have to use URL shorteners to measure clicks. The Consumptions metric will help marketers measure how their Facebook Page post publishing efforts compare to ads in terms of driving traffic to links.

Daily Unsubscribes let admins track how frequently their Pages were being hidden from the news feeds of fans. This was a powerful way to measure how spammy or boring a Page’s posts were. When admins saw Daily Unsubscribes go up, they could try posting less frequently, providing more compelling content, or being less aggressive with their calls to action. It will now be more difficult for admins to tell when their Page posts aren’t satisfying fans, which could hinder the process of refining a Page publishing strategy. Update: This metric was mistakenly removed by Facebook and has now been re-added.

With all of the data, admins will be able to see how everything they do impacts the performance of their Page. Through API access to the new data, Page analytics firms will be able to derive trends and provide actionable next steps for their clients to take in order to improve key performance indicators such as Reach, People Talking About This, and Consumptions. By giving admins a better understanding of how users are reacting to their efforts, Facebook may be able to get Pages to publish better content in a way that improves the quality of the site as a whole.

Update 10/20/11: Facebook has contacted us to explain that is has made several changes to Page Insights since this article was published. It had accidentally removed the Daily Unsubsribes metric and has now re-added it to the Page level export. It has also changed the descriptions of some metrics. We’ll be updating this article soon to reflect all the changes.

Learn how to develop marketing strategies from your Page Page Insights in the Facebook Marketing Bible, Inside Network’s comprehensive guide to advertising and marketing through Facebook.

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3 Responses to “Facebook Page Insights 2011 Upgrade: The Complete Reference Guide”

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    [...] you’re saying, “oh no, not another discussion on analytics or the latest changes in Facebook Insights,” fear not. This discussion goes beyond tracking simple key performance indicators (KPIs) within [...]

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