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.

 

Social Media 201

Mediabistro Course

Social Media 201

Starting October 13, Social Media 201 will provide you with hands-on instruction for gaining followers and engagement. Social media experts will teach you how to make social media marketing work for your bottom line and achieving your business goals. 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

Social Media Manager

Urbanful
Washington, DC

Social Media Strategist

WHYY
Philadelphia, PA

Vice President, Social

Start-Up Social Media Firm w/ Established Clients
New York, NY

Web Editor/Writer, Savvy in Social Media

WomenWorking.com
New York, NY

Social/PR Manager

Small, hot SoCal ad agency
CamarilloCamarillo, CA

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