Some Facebook page owners can now view certain post metrics directly from their Timeline, including the percentage of fans that saw a given post and the percentage of those who saw the post as a result of paid promotion.

This gives page owners an at-a-glance understanding of how many fans they are reaching. Or, more likely, make them realize how many they aren’t reaching. As users share more and connect with more Open Graph applications, there are more stories competing for placement in News Feed. Increasingly, page owners will have to support their content efforts on Facebook with paid media.

In February, Facebook said that pages reach only 16 percent of their fans each week on average. By showing reach percentages on Timeline rather than requiring page owners to visit the insights dashboard to see them, the social network can subtly encourage page owners to consider spending money on Sponsored Stories or Reach Generator, a premium offering which guarantees that a page reaches at least 75 percent of fans within a month.

Facebook has provided other post metrics in-line with a page’s content in the past. In 2010, it began displaying total impressions and feedback percentage for each post. This wasn’t always helpful because impressions were not unique and feedback was calculated by adding Likes plus comments and dividing by the total number of impressions. Posts that generated fewer impressions often had higher feedback percentages, which made it difficult for page owners to determine their success.

A year later, the social network tried expanding the number of metrics included below each post on a page’s Wall. Page owners could see impressions, unique users, clicks, clickthrough rate and engagement percentage. However, the real-time insights were buggy and ultimately scrapped. Toward the end of 2011, Facebook changed its per post metrics from impressions to total people reached and from feedback to People Talking About This. When Timeline for pages rolled out in March, these counts were only visible from the insights tool.

Our friends at All Facebook first wrote about this change to Timeline.

Along with the new App Center dashboard Facebook announced today, the company says it will soon provide developers with a “app ratings metric” for them to understand how users rate their app over time.

App ratings, which are on a scale of one to five stars, will be broken down by age and gender. This will give developers new insight into the feedback their apps receive. Previously, developers could only see their apps’ average overall rating and they could not see how the rating varied over time.

Facebook is putting a renewed focus on star ratings since eliminating the feature from apps in October 2011. At one point it seemed Facebook would focus on helping users discover games through their friends rather than anonymous ratings, which could be manipulated by developers and biased players. Then in early April, star ratings returned. Now instead of having a reviews tab that anyone can access at any time, Facebook has been randomly prompting users to rate apps while or after they use them. It is unclear whether this will continue to be the way users rate apps or whether they will be able to rate apps from the App Center or directly within an app.

Either way, developers will be looking for ways to maximize their ratings since Facebook says “Success through the App Center is tied to the quality of an app. We use a variety of signals, such as user ratings and engagement, to determine if an app is listed in the App Center.”

Facebook says it sent more than 160 million visitors to Facebook-integrated mobile apps last month, according to a post on the company’s developer blog.

Native mobile games like Zynga’s “With Friends” titles, popular apps from Spotify, Pinterest and now Viddy and Socialcam are among those that benefit from Facebook’s mobile discovery channels. The social network’s mobile platform also helps web apps like the Washington Post Social Reader, Flixter and BranchOut.

Visitors from Facebook accounted for 1.1 billion visits to iOS and HTML5 apps, meaning an average of more than 6 visits per user. These numbers are up from February when Facebook said it drove 60 million users to mobile apps an average of about five times per month. Next month is likely to be much higher since the social network began supporting mobile discovery for native Android apps last week.

Facebook says iOS video sharing app Viddy now has more than 16 million registered users, in part because of Open Graph integration that shares user activity between the mobile and desktop versions. Because of similar functionality, networking web app BranchOut has seen more than 18 million people come in from the social network in the past 28 days. Facebook also highlighted movie review and info mobile web app, Flixster, which has seen a tenfold increase in the number of visitors from Facebook in the past four weeks. These visitors generated a total of 15 million visits in the same period.

Facebook also made a point in its blog post that seven of the top 10 grossing iOS apps and six of the top 10 grossing Android apps integrate with Facebook through single sign-on or Open Graph.

Facebook’s mobile platform allows HTML5 and native iOS and Android apps to get distribution through News Feed, bookmarks and requests. When users navigate to mobile app links from Facebook, the appropriate native app will open on a user’s device or lead to a download page if the user doesn’t have it yet. Developers also have the option to integrate Facebook Open Graph, which lets games automatically publish stories about user activity, including reaching a new high score, leveling up, earning an achievement or surpassing another friend playing the game. These stories are distributed through mobile Timeline and News Feed and can drive traffic back to a mobile game.

Facebook has more than 500 million monthly active users accessing the site through mobile devices, according the company’s updated filing for an initial public offering. The social network does not offer a breakdown of how many of those mobile users are using iOS or Android devices that can access these apps.

Converse shoe company topped our list of the fastest-growing Facebook pages this week. There were several movies, musicians, brands such a Target and Walmart, a few games, and a few sports–related pages comprised the rest of the list.

Pages on our list this week grew from between 285,200 to 3.3 million Likes. We compile this list with our PageData tool, which tracks page growth across Facebook.

	Name	Likes	Talking About	Daily Growth	Weekly Growth
1.	Converse	27,447,210	147,681	+840,161	+3,388,098
2.	Step Up Movie	10,637,515	163,693	+344,929	+942,550
3.	Titanic	20,093,413	1,163,678	+186,181	+776,244
4.	LMFAO	15,116,759	858,346	+44,028	+588,567
5.	Gabriel García M…	1,266,812	39,848	+99,656	+508,186
6.	Resident Evil 5	655,578	15,711	+177,775	+455,448
7.	Adele	25,356,720	370,641	+144,493	+447,608
8.	Jeremy Lin	954,881	552,606	+34,979	+438,508
9.	The Simpsons	48,081,353	472,415	+120,916	+428,449
10.	Target	10,951,726	406,182	+49,372	+391,328
11.	Nemo	8,994,798	384,932	+64,534	+385,154
12.	One Direction	4,553,606	523,134	+64,165	+338,499
13.	Texas HoldEm Poker	60,123,032	549,424	+36,533	+329,525
14.	Walmart	14,707,249	456,059	+48,667	+310,030
15.	FC Barcelona	29,326,949	957,956	+64,276	+309,617
16.	Simpsons	2,814,750	353,210	+15,940	+308,609
17.	I ♥ THE WEEKEND	7,147,466	360,160	+7,301	+294,777
18.	Halil Sezai	977,670	28,812	+51,444	+288,540
19.	Samsung Mobile USA	3,940,603	333,818	+38,392	+288,078
20.	Avatar	29,513,754	345,098	+70,888	+285,194

Converse grew tremendously over the course of a few days, possibly as the result of a page post ad. The page shared a photo of a 1917 model of one of its shoes. The photo received 29,000 Likes and about 1,500 shares. Converse typically gets a few hundred or thousand Likes on its posts.

Nobel Prize winning author Gabriel García Marquez saw a new surge in Likes and engagement with photos that include quotes in English and Spanish.

Movie pages on the list seemed to be the result of page consolidations, although the recent re-release of “Titanic” in 3-D has kept the page on our list for several weeks now. Popular artists LMFAO and Adele, as well as United Kingdom boy band One Direction and Turkish singer Halil Sezai also made the list.

As we mentioned, the rest of the list included a few sports pages — basketball player Jeremy Lin and football club FC Barcelona, which recently started writing its posts in multiple languages. “The Simpsons” continues to grow, especially after revealing the true location of the show’s fictional hometown. Samsung, Target and Walmart have grown as the result of Sponsored Story campaigns.

Facebook announced new usage milestones in its S-1 filing today: 845 million monthly active users including 425 million users who access the service on mobile devices.

The company had last claimed 800 million monthly active users  and 350 million mobile monthly active users at its f8 developer conference in September.

Overall, that means the social network has seen a 39 percent increase in monthly active users since December 2010. It saw particularly strong growth in Brazil with a 268 percent increase year-over-year and India with a 132 percent increase. Notably, both of these markets were strongholds for Orkut, an early rival social networking service from Google.

In the U.S., Facebook is starting to hit its saturation point with 161 million monthly active users, a 16 percent increase from the previous year.

It comes as little surprise that a large percentage of users return regularly. Facebook has long said that half of its users access the site daily. The social network had 483 million daily active users in December 2011, an 48 percent increase since December 2010. According to the company’s IPO filing today, 360 million users were active on at least six days a week in December 2011.

Of course, the larger Facebook gets, the harder it may be for it to grow. “We anticipate that our active user growth rate will decline over time as the size of our active user base increases, and as we achieve higher market penetration rates,” the company said in its filing today. “To the extent our active user growth rate slows, our business performance will become increasingly dependent on our ability to increase levels of user engagement in current and new markets.”

One of the last bastions where Facebook might find an additional 500 million or more users is in China — a country it has explored but never formally entered. In addition to government censorship, it would find many mature rivals there including Sina and Tencent. Prospects there do not look promising, especially considering that Google lost substantial search market share there after a disagreement with the Chinese government. “We do not know if we will be able to find an approach to managing content and information that will be acceptable to us and to the Chinese government,” the company’s statement said.

The company defines active user as a registered user who has logged in and visited Facebook through a website or mobile device in the last 30 days. Facebook also shared stats about activity on its platform. As of December 31, 2011, there were more than 37 million pages with ten or more Likes. More than seven million apps and websites have integrated with Facebook.

Now that the dust has settled after Facebook’s adjustment to its method for counting active users, we take a look at the top 25 Facebook games going into December 2011.

Note: Because Facebook now rounds traffic to the thousands, our rankings now reflect ties with the letter “T” in the rank field.

We begin with the top 25 games by daily active users, which is the most effective measurement of a game’s core audience. About half of our games on the list saw losses in DAU over the last month, with the largest loss reflected in The Sims Social. That game appears to have reached its early life traffic apex right at the end of September before going into its mature state where traffic declines and the lifetime value of users rises. Note that Zynga’s Mafia Wars 2 technically suffered the “biggest loss” of DAU between November and December as it doesn’t even rank in the top 25 going into this month; on November 1, it would’ve been in the top 10 in terms of DAU. The biggest gainer was newcomer CastleVille at No.2, Zynga’s latest and so far fastest-growing game ever on Facebook while older game Top Eleven makes its debut at No.25:

Turning now to monthly active users, which is a means for gauging a game’s overall reach, we see mostly overall growth with just nine apps losing ground compared to their November numbers. The Sims Social again sees the biggest loss on the list while Mafia Wars 2 sees such a huge loss, it falls off the list completely whereas in November it would have been in the top 10. CastleVille again makes a strong showing at No.5 while Car Town returns to our rankings after a brief absence:

Other somewhat new notable games climbing the rankings for the past several months are Bubble Witch Saga, Tetris Battle, Words With Friends, and Ravenskye City. Each of these games either launched in the last four months or has spent those last four months scaling steadily to arrive in the top 25.

As for overall trends that we’ve observed in the last several months in studying our monthly top 25 rankings charts, it’s clear that “top” games now need a minimum of around 1 million DAU to place. As few as eight months ago, games could get close with around 800,000 DAU — but now there are five games in the 900,000 range, three of which didn’t make the top 25. Another trend is the relative stability of arcade and casino games. Titles like Slotomania and Diamond Dash seem like they’ll never leave this list no matter how old they get.

Join us toward the end of this month for a look back at the top Facebook games of 2011 as the calendar year draws to a close.

This post originally appeared on our sister site, Inside Social Games.

Social media tracking platform awe.sm closed a $4.25 million second round of funding led by Foundry Group with participation from previous investor GRP Partners.

When we last covered the platform back in 2009 when it was first launched, awe.sm offered content publishers a button-style widget called fbshare.me that allowed clients to Share articles on Facebook and track the clicks through the link. In the last two years, the platform has evolved to include other social networks like Twitter and developed a more sophisticated set of APIs that allows content publishers more insight into who is Liking and Sharing their posts on Facebook, and who among those converts to paying customers for the content publisher.

It’s this extra layer of analysis that makes awe.sm valuable to content publishers; anyone can pay to run a Like campaign on Facebook, but there aren’t a lot of resources that let publishers analyze just how much a Like is worth to them. As awe.sm Co-Founder Jonathan Strauss tells us, viral sharing on Facebook “isn’t as Wild West as it used to be, so this data is more valuable because you can see a results-driven timeline [of your posted content].”

Though awe.sm now provides tracking across a number of social networks, the developer still has some Facebook-specific features. Strauss explains that there are special systems for tracking results of Likes and Sends generated from external sites (say, from Yahoo News), something he believes is unique in that content producers can track the value of a Like generated off-Facebook versus a Like generated on a Facebook post of the same content. Now that Facebook has introduced seamless sharing for content from certain publishers — like news media outlets — awe.sm can shed some light on how effective the virality and conversion rates are for seamless Like and Share activity compared to Likes and Shares of traditional Facebook posts.

This second round brings awe.sm’s total funding to $5.25 million. The funds will be put toward growing the San Francisco-based company’s five-person headcount.

Correction: A previous draft of this story incorrectly termed this as a first round of funding.

Harley-Davidson is soliciting feedback from its fans in its latest campaign, Simplehuman is giving fans a chance to play a game to win some of its new products. EmpowHer is reaching out to its fans to answer health questions and bring their friends into the health community. There were a few games promotions and Ultimat Vodka took a users’ social life and gave it a score by way of promoting its product.

Below is an excerpt of this week’s full Featured Facebook Campaigns entry in the Facebook Marketing Bible, which also includes detailed breakdowns of over 100 other Facebook marketing campaigns by top-performing brands and other organization on Facebook.

Harley-Davidson’s Fan Machine

Goal: Brand Loyalty, Engagement, Network Exposure, Product Purchase

Method: Using an application called the Fan Machine Harley-Davidson the company is soliciting feedback from users on a marketing campaign for the company’s products.

Core Mechanic: Fan Machine presents an advertising brief from the company and asks users to submit and vote on ideas for that campaign. Users can submit ideas, vote, share ideas to the stream.

Impact: The Page currently stands at 2.8 million Likes and according to PageData the Page has seen steady growth.

Simplehuman’s Hello Design Game

Goal: Engagement, Network Exposure, Product Purchase

Method: The Hello Design game allows users to play an engaging and fun game matching up items “meant” for each other, such as Simplehuman’s soap container and sensor pumps.

Core Mechanic: The Like-gated game prompts users to match up items, such as a hot dog and bun, that go together. Playing the game creates a ticker feed story, then once a user gets a score they are entered to win prizes and may publish their score to the feed.

Impact: PageData shows that the Page, currently at 5,100 Likes, has gained momentum in recent weeks.

Want to learn how top brands are designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.

Initial analysis of the Facebook’s move from a two-tab news feed to a single hybrid news feed showed Page posts receiving fewer impressions but more Likes and comments — overall a positive change. However, new stats from Page analytics vendor EdgeRank Checker a month after the changes show that while popular Pages with over 100,000 fans may be receiving 27.8% more engagement, small Pages with less than 5,000 fans may receiving equal Likes and comments than before, and those with under 1,000 fans have seen engagement drop 11.6%.

Facebook’s news feed visibility algorithm may be rewarding Pages with high fan counts — including those of big brands. This is because these Pages have essentially been endorsed by hundreds of thousands of users and have more to lose, and therefore may be more likely to publish high quality content. However, the hybrid news feed may make it difficult for newer Pages and those of local businesses to grow organically, increasing their need for paid Facebook ads.

EdgeRank Checker’s data is based on sample of over 600 Pages that have used its service, not just any random Pages. This means these stats are for Pages that have some serious interest in the performance of their Facebook Page. The data isn’t likely to be distorted by Pages with low fan counts that aren’t really trying to produce good content.

We analyzed an EdgeRank Checker released a study two weeks after the news feed changes that showed that show comments up 21%, Likes up 9%, and impressions down 25% on average for Pages across sizes. Now a month after the changes the trends are similar, with comments up 14%, Likes up 16%, and impression down 22%. However, Pages of different sizes show different trends and outliers can skew these averages.

To show what’s happening to the average Page, EdgeRank Checker looked to see what percentage of all Pages grew or shrunk in each of these stats. It found that most Pages were receiving fewer impressions, but that an equal number of Pages were losing and gain Likes and comments. This meant some Pages that were receiving many more Likes and comments were making the average data look for positive than it really is.

As there are many more Pages with low fan counts than those with high fan counts, EdgeRank Checker looked at the median size Page and found some unsettling stats, along with a 24% drop in impressions, Likes were down 15% and comments were down 20%. If the average across all Page sizes was positive but these stats for the median size Page were so negative, fan count must be a contributing variable.

It turns out that the changes have aided popular Pages but hindered unpopular Pages. For Pages of different sizes, here is the average change in the volume of Likes and comments per post:

• Over 100,000 Fans – Up 27.8%
• 10,000 – 100,000 Fans – Up 8.76%
• 5,000 – 10,000 Fans – Up 3.96%
• 1,000 – 5,000 Fans – Up 1.73%
• Less than 1,000 Fans – Down 11.64%

Most major brands tend to have at least 10,000 fans, so this may come as good news — they’re receiving a lot more Likes and comments. However, fledgling brands and local businesses than only appeal to a limited audience may find they’re receiving fewer impressions and engagement. This reduces return on their Facebook marketing investment and make their posts less likely to be reshared, a core way of organically growing their fan counts.

In reality, Facebook’s news feed visibility algorithm was likely tweaked to show users higher quality content, and this reduction in engagement is the unfortunate repercussion for some Pages. Facebook probably wasn’t trying to punish smaller businesses and other types of Pages, its just that smaller Pages are less likely to be devoting as many resources to creating and publishing compelling news feed posts.

If Facebook won’t make the posts of smaller brands and local business more visible to their existing fans until the accumulate more fans, these Pages may need to jump-start their Facebook marketing with paid advertising campaigns. In this way, Facebook is rewarding high quality content producers, but also getting smaller businesses hooked on Facebook ads that it can continue to sell to them as they grow.

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

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.