Facebook Metrics
This article explains the Facebook metrics available in the analytics section, including how data is calculated and where it may differ from Facebook’s native views.
The data on Facebook is organic + paid. All data is shown as a total, except for video views in posts, where the breakdown between organic and paid is displayed.
In addition to scheduling and auto-publishing, you can also boost your Facebook posts from the platform. Find the information here.
You can review ad campaigns for Instagram and Facebook in the Facebook Ads analytics. We recommend specifying the social network in your campaign name for easy identification. If you manage multiple clients, Facebook recommends having an advertising account for each client.
For more details, refer to Differences between boosted posts and ads.
Considerations
Reach: Reach refers to unique users. In the case of Facebook, it is counted once, although Facebook specifies it is an estimate. In the platform, reach data is received per day, so it is aggregated data. This can be distorted if the same user visits multiple posts, because it would no longer be unique. That is why the data is displayed as an average. To review total volume, check views.
Interactions: The platform includes total interactions: organic + paid + viral. This covers data generated when the post is shared, including reactions, views, reach, and shares. Comments remain only on the original page post. On the public Facebook page, only organic + paid data are shown. In Facebook statistics, you can download a CSV where total reactions match what is shown here.
Stories: To access the history, each connected page must have Story Archive enabled. Learn how to turn story archive on or off on Facebook. Stories created as reposts of posts, whether your own or others’, are not accessible via Facebook’s API. You can only access stories created directly by the connected account.
Post date: Facebook lets you edit the publication date. However, the Meta API provides the original publication date, which is how posts appear in the post list. You can check the original date on the clock icon of the post on the Facebook page.
Below, you can check all the available metrics for your Facebook page.
Page Overview
✅ GROWTH
Followers: Total number of followers received at the end of the selected period.
Views: Total number of views across posts, reels, and stories during the selected time period, including organic and paid data.
Page Visits: Number of times your Fan Page has been viewed.
Total content: Number of publications in the selected period, including posts, reels, and stories.
Daily average of new followers: Average number of new followers gained per day during the selected period. It is calculated by dividing the total number of followers gained by the number of days in the date range.
Page views per day: Average number of times your Facebook page was viewed each day during the analyzed period. It includes visits from followers and non-followers.
Posts per day: Average number of posts published per day on your Facebook page during the selected period.
Posts per week: Average number of posts published per week during the analyzed period.
💡 If you hover over the arrow icon next to the numbers, it will show the variation of the current period compared to the previous period. For example, if you select a week, the result compares to the previous 7 days.
✅ BALANCE OF FOLLOWERS
The follower balance lets you see how your community evolves day by day within the selected date range. This balance records all daily audience movements. If someone unfollows your account and follows again on different days, each action is counted separately.
In the chart you will see:
Followers acquired per day (blue line)
Followers lost per day (red line)
Total content (posts + reels + stories) published on those days (yellow bars)
The totals for the period: Acquired, Lost, and Total content
✅ PUBLICATIONS VIEWED IN THE PERIOD
This section collects data on publications that generated visits in the selected period, regardless of when they were published. Data for reels or stories is not included.
Views: Total number of times your publications were shown in the selected period.
Reactions: Total number of reactions to your publications within the selected period.
Demographics
In this section, followers by country, followers by city, and followers by language are displayed. Facebook only generates this data starting from 100 followers. Percentages can be viewed as a chart or table.
✅ CLICKS ON PAGE
Clicks on the page include posts + reels data.
Total Clicks: Sum of clicks on the call-to-action button in the page header, such as sign up, call, message, or donate, plus clicks on the website link within the Facebook page.
Page Visits: Number of visits to your Facebook page.
Posts: Number of posts published in the selected period.
Posts published in the period
Displays the posts published within the selected period. The data corresponds to the accumulated performance of each post, from its publication date until yesterday. The period filter only determines which posts are included in the view, not the range of the analyzed data.
✅ SUMMARY
Engagement: See section What is engagement?.
Interactions: Total number of interactions that occurred on all posts included in the selected time range, including reactions, shares, clicks, and comments.
👀 The platform includes total interactions: organic + paid + viral. This covers data generated when a post is shared, including reactions, views, reach, and shares. Comments are not included, as they remain only on the page post. On the public Facebook page, only organic + paid data are shown, but in Facebook Insights you can download a CSV with the same total reactions shown here.
Average reach/post: Average number of people reached with your posts. The average is calculated across the number of posts. Includes both organic and paid data, except other promotion types such as ads.
Views: Total number of times your posts were displayed. Adds up organic and paid data.
Posts: Total number of posts included in the selected period.
✅ INTERACTIONS
Reactions: Total number of reactions on posts.
Comments: Total number of comments on posts.
Shares: Number of times the posts were shared.
Clicks: Total number of clicks on posts.
Posts: Total number of posts included in the selected period.
Reactions per post, Comments per post, and Shares per post: Average number of interactions per post included in the period.
Daily reactions, Daily comments, and Daily shares: Average number of interactions per day within the selected period.
✅ TYPES
In this section of the metrics, you can see in a chart or table whether interactions occurred on links, images, events, or videos in your posts.
✅ VIEWS
This chart shows organic and promoted views. You can also view it as a table.
✅ POST LIST
Type: Type of post: link only, video, or image.
Date: Date the post was published.
Reactions: Total number of reactions to the post. Also includes paid and viral data. If your post was shared and those shared posts also received reactions, they are reflected in the data.
Comments: Total number of comments on the posts. Also includes paid and viral data.
Shares: Number of times the post was shared.
Clicks: Total number of clicks on the post.
Link clicks: Total number of clicks on the link added to the post.
Views: Total number of times each post was displayed. Adds up organic and paid data. Below the figure, you can see a bar indicating organic and promoted views.
Reach: Total number of people reached with each post. Adds up organic and paid data. Below the figure, you can see a bar indicating organic and promoted reach.
Views: Total number of times the video in the post was played. This metric includes plays starting from 3 seconds or almost entirely if the video is shorter. During a single playback instance, repeat views are excluded. Below the figure, you can see a bar indicating organic and promoted views.
Watch time: Average time the post’s video was watched.
Engagement: See section What is engagement?.
Spend: If the post was promoted, total amount spent.
Reels in the period
Displays the Reels published within the selected period. The data corresponds to the accumulated performance of each Reel, from its publication date until yesterday. The period filter only determines which Reels are included in the view, not the range of the analyzed data.
✅ SUMMARY
Engagement: See section What is engagement?.
Interactions: Total number of organic interactions during the period. Includes Likes, Comments, and Saves.
Average reach/reel: Average number of people reached with your Reels. The average is calculated across the number of Reels.
Video views: Total number of video views. Repeat views are not included; only initial plays are available via API.
Reels: Total number of Reels included in the selected period.
✅ INTERACTIONS
Likes: Total number of likes on Reels.
Actions: Represent the number of comments and the number of times a Reel was shared.
Reels: Total number of Reels included in the selected period.
✅ REEL LIST
Date: Date the Reel was published.
Views: Total number of times the video was played. This metric includes plays starting from 3 seconds. Repeat views are not included; only initial plays are available via API.
Reach: Reach obtained on the video.
Likes: Likes received on the video.
Actions: Number of comments and number of times the Reel was shared.
Engagement: See section What is engagement?.
Total watched time: The total number of minutes the reel was played, including replay time.
Average time watched: The average amount of time spent playing the reel. This is calculated by dividing watch time by the number of initial views.
Stories published in period
Stories: Total number of stories in the selected period.
⚠️ To access story history, each connected page must have story archiving enabled. Refer to Turn your Facebook story archive on or off for guidance.
✅ LIST OF STORIES
Date: Date of story publication.
Type: Format type, either video or photo.
Competitors
✅ LIST OF COMPETITORS (SHORT MENU)
Followers: Total number of followers on the competitor's page.
Likes: Total number of likes on the competitor’s page. Reels are not included.
Posts: Total number of publications in the selected period.
Reactions: Average number of reactions on all posts published in the selected period.
Comments: Average number of comments on posts published by competitors in the selected time period.
Shares: Average number of times competitor posts were shared in the selected time range.
Engagement: See section What is engagement?.
✅ LIST OF COMPETITORS (MENU 'MORE STATISTICS')
Growth: Evolution of followers and likes along with publications in the selected period. Reels are not included.
Interactions: Evolution of reactions, comments, shares, and posts.
Posts: List of all posts published in the selected period with date, reactions, comments, shares, and engagement.
What is engagement?
Engagement measures how users interact with your content in relation to how visible or far-reaching it is. In the platform, you can choose between different calculation formulas.
Note: The engagement of competitors is calculated differently from your own account. We recommend adding your own account as a competitor to make the data comparable.
Learn more here.