1. Total Likes: The number of unique individuals who click the Like button to “Like” your FacebookPage. This number is sometimes referred to as Lifetime Likes.2. New Likes: The number of unique individuals that liked your Facebook Page during a specific daterange that you select.3. Like Sources: The number of times your Facebook Page was liked, categorized by where the likeoccurred (on your Facebook Page, website, and so on) during the specific date range that you select.4. Unlikes: The number of unique individuals who have unliked your Facebook Page during thespecific date range that you select.5. Friends of Fans: The number of unique individuals who are friends with the people who like yourFacebook Page. These people represent the total potential reach of any content you publish to yourFacebook Page.6. People Talking about This: The number of unique individuals who have created a “story” (seedefinition below) about your Facebook Page during the time period you select.7. Story: A term used to reference the ways people can interact with your page, including: Liking your Facebook Page Liking, commenting on, or sharing a post from your Facebook Page Answering a question you asked on your Page Responding to an event you posted on your Page Mentioning your Page within their own posts Tagging your Page in an uploaded picture Checking in to or recommending your Facebook Place8. Total Reach: The number of unique individuals who have actually seen any content related to yourFacebook Page. This could include content published on your Page, as well as Facebook Ads andSponsored Stories that lead people to your Page.9. Organic Reach: The number of unique individuals who saw a specific post from your FacebookPage on their own News Feeds, tickers, or directly on your Page.10. Paid Reach: The number of unique individuals who saw a specific post from your Facebook Pagethrough a paid source, such as a Facebook Ad or Sponsored Story.11. Viral Reach: The number of unique individuals who saw a specific post from your Facebook Pagethrough a story published by one of their Facebook friends.12. Active Users: The number of people who have viewed your Facebook Page or interacted with it insome way (for example, liking it, commenting on a post, and so on).13. Monthly Active Users: The number of people who have viewed your Facebook Page or interactedwith it during the previous 30 days.14. Daily Active Users: The number of people who have viewed your Facebook Page or interacted
with it on the specific day you select, categorized by the type of action they performed.15. Engaged Users: The number of engaged individuals who have clicked anywhere on one of yourFacebook Page posts. They could have liked your post, commented on it, shared it, and so on.16: External Referrers: The number of views your Facebook Page received from website URLs thatare not part of Facebook.com.Measuring Your Fan EngagementIt’s helpful to learn which content published is the most popular and creates the most engagements. Thefollowing definitions explain some of the most common Facebook Insights metrics that you can use tomeasure content performance and engagement levels.17. Page Views: The total number of times your Facebook Page was viewed during the time period youselect.18. Tab Views: The total number of times each tab in your Facebook Page was viewed when peoplewere logged in to Facebook, during the time period you select.19. Post Views: The number of times a story published on your Facebook Page News Feed was viewedduring the time period you select.20. News Feed: The center column in a Facebook Profile or Page which displays a continually updatedlist of stories published by people and Pages you follow on Facebook.21. Page Content or Post Feedback: The number of likes and comments on stories published in yourFacebook Page News Feed during the time period you select.22. Daily Story Feedback: A breakdown of how people responded to your stories by engaging withthem (through likes or comments) or unsubscribing from them (so your Page stories don’t appear intheir News Feeds in the future) during the time period you select.23. Daily Page Activity: A breakdown of how people engaged with your Facebook Page, other than bycommenting and liking your posts, on the specific date you select. For example, this metric willmeasure when fans write on your Facebook Wall, upload photos or videos to your Page, write reviews,participate in your Page’s discussion board, mention your Page in updates they publish on their ownFacebook Profiles, or mention your Page to friends.24. Impressions: The number of times a post from your Facebook Page is displayed, regardless ofwhere a person sees it. A single person can see a post multiple times, thus creating an impression forevery time that content is viewed.25. Media Consumption: The number of times a piece of media content that you published on yourFacebook Page, including a video, photo, or audio clip, is clicked and viewed on a specific day.