Facebook now reports fan impressions so page owners can better understand their audience

Facebook has added four new metrics to its Insights API that help page owners understand how many fans versus non-fans are seeing their posts.

Starting this week, Facebook is providing the following new metrics:

  • Post impressions fan – The number of impressions for a page post among people who have Liked the page.
  • Post impressions fan unique – The number of fans who saw a page post.
  • Post impressions fan paid – The number of fan impressions that game as the result of an ad, Sponsored Story or promoted post.
  • Post impressions fan paid unique – The number of fans who saw a page post in an ad, Sponsored Story or promoted post.
Previously, there was no way to tell how many of a post’s impressions came from existing fans or new visitors who hadn’t Liked the page. These new metrics will help page owners better understand who they’re reaching and how Facebook’s News Feed algorithm works. For example, posts that gets several Likes and shares have higher reach than those with less engagement. It has never been quite clear whether the reach is higher because friends of fans are seeing the activity in their feed, or if it’s because the engagement becomes a signal for Facebook to show the post to more fans than usual. The answer might be both, but now with actual numbers for fan impressions, page owners will be able to know with more certainty.
For now, these metrics are only available via the API, but they should be available in the insights export for “post level data” soon. [Update: The new metrics are now listed in post-level insights export as "Lifetime Post Reach by people who like your Page," "Lifetime Post Paid Impressions by people who have liked your Page," "Lifetime Post Paid Reach by people who like your Page" and  "Lifetime Post Stories by people who have liked your Page."]
We’ve heard that this information will also be presented visually to page owners, but the design hasn’t been finalized. We imagine Facebook will put these metrics in the insights dashboard or in the hover card that appears when admins mouse over the reach data below each item they’ve shared.


Facebook Marketing

Mediabistro Event

Facebook Marketing

Starting January 13, work with the group marketing manager of social media at Microsoft/BingAds to grow your business on Facebook! In this course, you’ll learn how to set up your company page, understand Facebook best practices, and execute a monthly content strategy. Register now!


Leave a Reply

2 Responses to “Facebook now reports fan impressions so page owners can better understand their audience”

  1. We Are Social’s Monday Mashup #129 « Nate Crowder says:

    [...] analytics gets better with fan and non-fan post impressions Facebook is adding four new metrics to Insights that give Page owners a better understanding of their audience. It is now possible to see [...]

  2. #tmmTops Modern Marketing Post Picks: What WE think YOU need to know this week says:

    [...] Facebook Now Reports Fan Impressions So Page Owners Can Better Understand Their Audience, InsideFacebook.com [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Assistant Editor

8 Inc.
New York, NY

Copywriter & Editor

Santa Monica, CA

Director of Marketing & Communications

Neumans' Kitchen
New York, NY

Social Community Manager

Tallahassee, FL

Editorial Director

Phoenix House
New York, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us