Cheat Sheet for Facebook Insights

by Susan on May 7, 2012

When Facebook unveiled the new and improved version of Insights in December, I spent an enormous amount of time studying them so that I could explain them to my clients.  I read all of the explanations and tutorials, and I worked through the data.

And I still confused the hell out of everyone to whom I tried to explain them.

So, my friends, please enjoy this handy cheat sheet for Facebook Insights with my compliments.  I hope this can save you some of the agony that I went through.  If you notice anything amiss, please do let me know.  (And?  You can download a PDF of this at the bottom of the post.)

Reach = people                                                                 Impressions = views

Page = everything on your page, including posts and tabs (About, etc.).

Post = individual status updates posted on your page.

 

Total

Organic

Paid

Viral

Page Reach Total number of unique people who have seen any content associated with your page.1 The number of unique people, fans or nonfans, who saw any content associated with your Page in their News Feed, Ticker or on your Page. The number of unique people who saw an ad or Sponsored Story that pointed to your Page. The number of unique people who saw any content associated with your Page from a story published by a friend.
Page Impressions Total number of views (including repeats) of any content associated with your page. The number of views of any content associated with your Page in their News Feed, Ticker or on your Page. The number of views of an ad or Sponsored Story that pointed to your Page. The number of views of any content associated with your Page from a story published by a friend.
Post Reach Total number of unique people who saw your posts. The number of unique people, fans or nonfans, who saw any content associated with your Posts in their News Feed, Ticker or on your Page. The number of unique people who saw an ad or Sponsored Story that pointed to your Post. The number of unique people who saw any content associated with your Posts from a story published by a friend.
Post Impressions Total number of views (including repeats) of your posts. The number of views of any content associated with your Post in their News Feed, Ticker or on your Page. The number of views of an ad or Sponsored Story that pointed to your Post. The number of views of any content associated with your Post from a story published by a friend.

1 People might see your content through more than one of these channels, so the sum of organic, paid and viral might be larger than Total.

Download this chart as a one page PDF.

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