Overview of Facebook Analytics in ContentStudio

Facebook Analytics📈 provides valuable insights into your Facebook content performance, measures your growth over time, and identifies the most engaging posts. Let's look closely at what Facebook Analytics has in store for you.

💡 Keep in Mind

  • Upon connecting your Facebook page, ContentStudio gathers metrics and insights displayed after a single refresh.
  • For most metrics, we gather data from the 100 most recent posts and daily insights for page metrics.
This article contains the following sections:
  1. How to Access the Facebook Analytics
  2. What We Offer in Facebook Analytics

How to Access the Facebook Analytics:

Step 1: Navigate to Analyze from the dashboard.

Step 2: Click on Facebook from the left panel to open Facebook Analytics.

Facebook Analytics offers three tabs for you to select:

  • Overview
  • Demographics (View the dedicated article here)
  • Posts (View the dedicated article here)

We are beginning by understanding the Overview tab, which is selected by default when you navigate to Facebook Analytics.

  • Your first Facebook page is selected by default, but you can select any from the dropdown if you have multiple pages.
  • Select a date range to analyze; the default is past 30 days. Predefined ranges are also available for quick selection.


What We Offer in Facebook Analytics Overview:

In the Overview tab, you can view insights of:

  1. Facebook Page Performance Summary
  2. Facebook Audience Growth
  3. Facebook Publishing Behavior
  4. Facebook Top Posts
  5. Facebook Active Users
  6. Facebook Impressions
  7. Facebook Reach
  8. Facebook Video Performance
  9. Facebook Engagement

📝 Want to know about how our Social Analytics works? 👉 Click Here 


Facebook Page Performance Summary

Facebook Page Performance Summary provides a quick and accessible way to gauge your page's performance within the selected periodThis summary includes performance metrics such as:

  • Fans Count - The total number of people who liked your page.
  • Total Posts - The total number of posts.
  • Engagement - The number of times people have engaged with your posts through likes, comments, shares, and clicks.
  • Impressions - The number of times people saw your posts.
  • Reach - The number of reach on the posts.
  • Post Clicks - The number of clicks your posts receive.
  • Reactions - The number of reactions your posts received.
  • Reposts - The number of times users have shared your posts.
  • Sentiments - Sentiments refer to the number of positive or negative reactions you received on your post.
  • Feedback - Feedback shows how well your page is received, with a breakdown of positive and negative feedback.

Percentage Growth

Each performance metric displays a percentage value with an up or down arrow, indicating the change (growth or decline) compared to the previous period of the same length

📝Important

Facebook API limitations prevent fetching historical data for Fans Count, Sentiments, and Feedback, so these metrics only accumulate from the day you connect your Facebook page. For example, If you connect your page on September 1, 2023, you won't see data for these metrics before that date.


Facebook Audience Growth

Facebook Audience Growth reveals the number of audiences gained during the selected period. It shows a graphical breakdown of: 

  • Fans by Likes -  Number of people who have liked your page by like source.
  • Fans by Unlikes - Number of people who have unliked your page by unlike source.
  • Fans Count - The total number of people who liked your page.

The X-axis maps the selected time period, while the Y-axis tracks the metric count. Hover over a data point to see the values of both. To focus on a single metric, click on the other metrics below the graph to hide their data.

Audience Growth Roll-up

On the right section, you can see audience growth roll up that shows the following:

  • Total Fans - The total number of people who liked your page.
  • Average Page Fans by Like - The average value of "Fans by Likes."
  • Average Page Fans by Unlike - The average value of "Fans by Unlikes."
  • Talking About Count - The number of times someone has mentioned or tagged your page.

Audience Growth Rollup has a percentage value with an up or down arrow, indicating the change (growth or decline) compared to the previous period of the same length.

📝Important

  • Facebook API limitations prevent fetching historical data for Audience Growth, so data only accumulates from the day you connect your Facebook page. For example, If you connect your page on September 1, 2023, you won't see data for audience growth before that date.

Facebook Publishing Behavior

The Facebook Publishing Behavior section displays a graph summarizing the number of posts you've published within a specified timeframe. When you hover your mouse over the graph, it will reveal the quantity and below post types you've published each day, along with total engagement:

  • Published Texts - Number of posts containing textual content.
  • Published Photos - Number of posts containing photos/images.
  • Published Links - Number of posts containing links or URLs.
  • Published Videos - Number of posts containing videos.

The X-axis maps the selected time period, while the Y-axis tracks the metric count. To focus on a single metric, click on the others below the graph to hide their data.

Publishing Behavior by Content Type

In the right section, you can see the total values of publishing metrics in the given time period, such as:

  • Posts Published - Total number of posts published in the selected time period.
  • Published Texts - Total number of textual posts published in the selected time period.
  • Published Photos - Total posts containing photos published in the selected time period.
  • Published Videos - Total video posts published in the selected time period.
  • Published Links - Total posts containing links published in the selected time period.

Next to each total count is a percentage value with an up or down arrow. Indicating the change (growth or decline) compared to the previous period of the same length



Facebook Top Posts

We list 3 top-performing posts for the selected period in the Facebook Top Posts section. The posts with the most Engagements, Impressions, and Clicks are included in the top posts. For each of the listed posts, we show below metrics:

  • Total Engagements - Total fan interactions (comments, shares, likes, clicks) with your top post.
  • Likes - Number of likes your top post received.
  • Comments - Number of comments your top post received.
  • Shares - Number of shares your top posts received.
  • Post Impressions - The number of times people saw your top post.
  • Post Clicks - The number of clicks your top post received.

You can see the ↗️ icon on the top right corner of each post. This icon will redirect you to your Facebook page, where your top post has been published.

📝Important

Your top post's image may not display if the selected time range is too long (e.g., last 1-2 years). This usually happens due to a token expiry.


Facebook Active Users

Facebook Active Users section provides insights into the times when your fans are most active on Facebook, offering a graphical breakdown of:

  • Active Users by Hours - It shows the number of active fans at each hour of the day.
  • Active Users by Days - It shows the number of active fans on each day of the week.

The X-axis shows hours (0 - 23), and the Y-axis displays active user counts. Hover over data points on the graph to see exact counts by days or hours. Below the graphs, find the Best Hour and Best Day to post for your content.

📝Important

Facebook Active Users data starts accumulating from the day you connect your Facebook page, as audience growth is page-specific data, and we cannot fetch its previous data due to Facebook API restrictions. For example, if you connected your page on September 1, 2023, and selected a date range from February 1, 2023, to August 25, 2023, you will not be able to see data for Facebook Active Users 😐


Facebook Impressions

Facebook Impressions are the number of times a post from your page is displayed in the feed, whether the post is clicked or not. The graph reveals how often your content was seen within the selected period. You can see a graphical breakdown of the following:

  • Organic Post Impressions - The number of times your content is seen through unpaid distribution.
  • Viral Post Impressions - The number of times your content is seen with social information displayed when a person’s friend interacts with your page.
  • Paid Post Impressions -  The number of times your content is seen through paid distribution.

The X-axis maps the selected time period, while the Y-axis tracks the metric count. Hover over a data point to see the values of both. To focus on a single metric, click the other metrics below the graph to hide their data.


Impressions Rollup

In the right section, you can see the total sum and average values of impression metrics, such as:

  • Total Posts Impressions - The total number of times your content was on-screen in the selected date range.
  • Average Total Impressions - The average value of total posts reach.
  • Organic Post Impressions - Sum of people who have seen your content through unpaid distribution in the selected date range.
  • Viral Posts Impressions - Sum of people who have seen your content because their friends like or follow your Page.
  • Paid Post Impressions - Sum of people who have seen your content through paid distribution in the selected date range.

In Impressions Rollup, there is a percentage value with an up or down arrow, indicating the change (growth or decline) compared to the previous period of the same length.

📝Important

  • Facebook Impressions shown in Content Studio don't include a unique user count. Some people will see your posts multiple times. For example, I have a piece of content that has been shown to 7 people. Three of those people saw my post 2 times. Impressions, therefore, would equal 10. 4 people seeing once (4) + 3 people seeing twice (6) = 10 Impressions.
  • Due to limitations with the Facebook API, we cannot pull Reels Impressions yet, so they are not included in any impressions count.

Facebook Reach

Review how your content has reached the Facebook community during the reporting period

Reach Rollup

  • Total Posts Reach: You can view the total sum of reach on posts
  • Average Total Reach: You can view the average sum of reach on posts
  • Organic Post Reach: You can view the total sum of reach on the organic posts.
  • Viral Post Reach: You can view the total sum of reach on viral posts.

Facebook Reels Performance

Review the performance of reels posted during the reporting period regarding initial plays, watch time, and engagement.

  • Initial Plays: Reels performance by initial plays
  • Watch time (sec): Reels performance by watch time
  • Engagement: Reels performance by engagements.

Reels Rollup

  • Total Reels: You can see how many reels have been posted within the selected time period.
  • Total Time Watched: You can see the cumulative watch time of your reels posted within the selected time period.
  • Average Time Watched: You can see your reels' average watch time per play, posted within the selected time period.
  • Initial Plays: You can see how many times your reels, posted within the selected time period, were played for more than 1 ms.
  • Reach: You can see how many people have seen your reels posted within the selected time period
  • Engagement: You can see how the Facebook community engaged with your reels posted within the selected time period.

Facebook Video Performance

Facebook Video Performance refers to metrics and insights that provide information about how videos posted on your page perform within the selected period. Below is a pie chart breakdown of the video metrics.

  • Total Video Play Count - This has not been confirmed yet.
  • Total Video Views - Number of times your videos played for at least 3 seconds.
  • Total Video Engagements - Number of fan interactions (comments, shares, likes, clicks) with your posted videos.
  • Paid Video Views - The number of times your video is played through paid distribution.
  • Organic Video Views - The number of times your video is played through unpaid distribution.
  • Total Videos Clicked To Play - The number of times your Page's videos played for at least 3 seconds after the user clicked play.
  • Total Videos Auto played - The number of times your Page's videos automatically played for at least 3 seconds.

Each metric in the pie chart is assigned a unique color, making it easy to distinguish between them. You can see the percentage of these metrics by hovering over the particular segment on the chart. The total count of each metric is separately shown.

📝Important

  • If a person has watched the video once but refreshes the page and watched it again, it will be counted as a second video view from the same person.

Facebook Engagement

Facebook Engagement measures how your audience interacts with your posts in the selected time period to see which posts resonate with your audience and which ones could be improved. We have shown a graphical b breakdown of the following:

  • Total Engagement - Number of times your fans have interacted with your Facebook posts.
  • Total Posts - Number of posts published on Facebook Page.
  • Reactions - Number of reactions your posts received.
  • Comments - Number of comments your posts received.
  • Shares - Number of times someone has shared your posts.
  • Post Clicks -  Number of clicks your posts received.

The X-axis maps the selected time period, while the Y-axis tracks the metric count. Hover over a data point to see the values of both. To focus on a single metric, click the other metrics below the graph to hide their data.

Engagement Rollup

In the right section, you can see the overall total of each engagement metric, such as:

  • Total Posts Engagement - Total fan interactions with your Facebook page in the selected date range.
  • Total Posts Count - Total posts published in the selected date range.
  • Posts Shares - Total number of shares your posts received in the selected date range.
  • Posts Comments - Total number of comments your posts received in the selected date range.
  • Posts Clicks - Total number of clicks your posts received in the selected date range.
  • Posts Reactions - Total number of reactions your posts received in the selected date range.

In Engagements Rollup, there is a percentage value with an up or down arrow, indicating the change (growth or decline) compared to the previous period of the same length.

With this overview of Facebook Analytics, you can make informed decisions about your marketing strategy.😊

📝 Eager to learn more about the Facebook Metrics? 👉 Click Here to see the dedicated article

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