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Glossary of termsPage Insights

This glossary provides definitions for the metrics contained in Page Insights. It is organized by tab, and ends with an explanation of the export terms.

OverviewInsights for the last 7 days of available data

Page Likes• Total Page Likes: The number of likes your

Page currently has. This is the like count displayed on your Page.

• New Page Likes: The number of likes your Page gained in the time period.

Post Reach• Total Reach: The total number of unique

people who were shown any activity from your Page including posts by the Page, posts by other people, mentions, check-ins, and Page Like ads.

• Post Reach: The total number of unique people who were shown your Page posts.

Engagement• People Engaged: The total number of unique

people who liked, shared, commented or clicked on your Page posts.

• Likes: The total number of likes on your Page posts.

• Comments: The total number of comments on your Page posts.

• Shares: The total number of shares of your Page posts.

• Post Clicks: The total number of clicks on your posts, not counting Likes, Comments, and Shares. This includes photo views, video plays, link clicks, and other clicks.

Your 5 Most Recent Posts• Published <date>: The date and time the

Page post went live.

• Post: Indicates the post’s content as well as a permalink to the post details card.

• Type: Indicates whether the Page post was video, photo, link, offer, question, or text-based status.

• Targeting: The audience (public or targeted) the Page post was shown to.

• Reach: The total number of unique people who were shown the Page post.

• Engagement: The total number of likes, comments, and shares as well as post clicks associated with a Page post.

LikesInsights for the selected day or days

Total Page Likes • Total Page Likes: The number of likes your

Page had on a specific day. This is the like count displayed on your Page on that day.

Net Likes: What Changed• Net Likes: The number of likes minus unlikes.

• Paid Likes: The number of unique people who clicked Like in an ad for your Page.

• Organic Likes: The number of unique people who liked your Page through an unpaid channel.

• Unlikes: The total number of unique people who have unliked your Page.

© 2014 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Likes (cont.)Where Your Page Likes Came From• Ads: The total number of likes gained from

people liking your Page from an ad.

• On Your Page: The total number of likes from the Like button on your Page.

• Page Suggestions: The total number of likes from the Pages You Might Like unit. These are organic recommendations of Pages that might be interesting to people on Facebook. Page admins can opt out of showing their presence in this unit, but can’t otherwise influence it.

• Mobile: The total number of likes that occurred on a mobile device.

• Posts By Other People: The total number of likes from other people’s posts that include mentions of your Page and/or check-ins at your location.

• Your Posts: The total number of likes from your Page posts.

• Search: The total number of likes from Facebook search results.

• Page Likes: The total number of likes from people who see their friends liking your Page in News Feed.

• API: The total number of likes from a non-Facebook app.

ReachInsights for the selected day or days

Post Reach• Organic Post Reach: The total number of

unique people who were shown your Page posts through unpaid distribution.

• Paid Post Reach: The total number of unique people who were shown your posts as a result of ads.

Likes, Comments, and Shares• Likes: The total number of likes on your

Page posts.

• Comments: The total number of comments on your Page posts.

• Shares: The total number of shares of your Page posts.

Hides, Report as Spam, and Unlikes• Hide Post: The total number of people who

chose to hide a Page post.

• Hide All Posts: The total number of people who chose to hide all your Page posts.

• Report As Spam: The total number of spam reports that your Page posts received.

• Unlike Page: The total number of people who unliked your Page after hiding one of your posts.

Total ReachActivity includes posts, posts by other people,

mentions and check-ins.

• Organic Total Reach: The number of unique people who were shown any activity from your Page through unpaid distribution.

• Paid Total Reach: The number of unique people who were shown any activity from your Page through an ad or promoted post.

VisitsInsights for the selected day or days

Page and Tab VisitsIf a Page has unique tabs, additional metrics

will be shown.

• Timeline: The total number of visits to your Page Timeline.

• Photos Tab: The total number of visits to your Page’s photos tab.

© 2014 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Visits (cont.)Page and Tab Visits (cont.)• Info Tab: The total number of visits to your

Page’s info tab.

• Likes Tab: The total number of visits to your Page’s likes tab.

• Admin Tabs: The total number of visits to your Page’s admin tabs.

• Events Tab: The total number of visits to your Page’s events tab.

Other Page Activity• Mentions: The number of times people tagged

your Page in a post.

• Posts By Other People On Your Page: The number of times people posted on your Page.

• Check-ins: The number of times people checked in at your location.

• Offers Claimed: The number of offers claimed by people.

PostsInsights for the selected post or posts.

Post Types• Average Reach: The average number of

unique people who who were shown your posts, broken down by type of post.

• Average Engagement: The average number of post clicks and the average number of likes, comments, and shares, broken down by type of post.

All Posts Published• Published <date>: The date and time a post

went live.

• Post: Indicates the post’s content as well as a permalink to the post details card.

• Type: Indicates whether the Page post was video, photo, link, offer, question, or text- based status.

• Targeting: The audience (public or targeted) the Page post was shown to.

• Reach: The total number of unique people who were shown a post.

• Engagement: Indicates the total number of likes, comments, and shares as well as post-clicks associated with a Page post.

Post Details Card• Post Clicks: The total number of clicks on

your posts, not counting Likes, Comments, and Shares. This includes photo views, video plays, link clicks, and other clicks.

• Link Clicks: The number of clicks on links in your post, including links to a Facebook page, event, app, or site off Facebook.

• Other Clicks: The number of clicks on your post, including only clicks to see more, on the Page title, on the time you posted, on the total post likes, on your total post comments and on your total post shares.

• Photo Views: The total number of clicks on the photo in your Page post.

Post Video Card• Clicks to Play: The number of video plays.

Clicks to play register when a video starts playing, after a person has clicked to play it. Clicks to play do not register for videos that come to life as people scroll through News Feed. This metric is available for both videos uploaded directly to Facebook and videos embedded from players outside of Facebook. It is not available for links to videos that play off Facebook.

• Video Views: The total number of times your video was viewed for 3 seconds or more.

© 2014 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Visits (cont.)Post Video Card (cont.)• Unique Video Views: The number of people

who viewed your video for 3 seconds or more.

• Views to 95%: The number of views at the 95% point of your video. Due to blank end screens at the ends of videos causing high rate of early departure, we highlight views to 95% in Page Insights.

• Average Duration of Video Viewed: The average length of time people spent viewing your video.

• Average Percentage of Video Viewed: The average percentage of your video that people viewed.

PeopleInsights for the selected demographic or demographics

Your Fans • Your Fans: Compares the demographics of

people who like your Page to Facebook’s total population including age, gender, geography and language.

• Country Fan Counts: The number of people who like your Page broken down by country. This is based on the person’s estimated home location.

• City Fan Counts: The number of people who like your Page broken down by city. This is based on the person’s estimated city.

• Language Fan Counts: The number of people who like your Page broken down by language. This is based on the person’s default language.

People Reached• People Reached: Breaks down the people

who were shown your posts by the same demographic data.

People Engaged • People Engaged: Breaks down the people

who have engaged with your posts by the same demographic data.

Check-ins (to be added)• Check-ins: Breaks down the people who

have checked in to your location by the same demographic data.

ExportDefinitions of the Daily Like Sources within the “new” export format

Daily Like Sources • Ads: The total number of likes from an ad.

• API: The total number of likes from a non-Facebook application.

• External Connect: The total number of likes from your external web page.

• Fan Context Story: The total number of likes from an ad that shows people liking your Page.

• Feed Chaining: The total number of likes from liking a Facebook recommended Page in your News Feed

• Hovercard: The total number of likes from when a user likes a Page while hovering over a Page name or image in News Feed.

• Invitations: The total number of likes from a Page invitation.

• Keyword Search: The total number of likes that originated from a list of keyword search terms.

© 2014 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.

Export (cont.)Daily Like Sources (cont.)• Like Story: The total number of likes from a

story that is shown in News Feed.

• Mobile: The total number of likes not captured in a more granular category on a mobile device.

• Mobile Ads: The total number of likes from a News Feed ad on a mobile device.

• Mobile Page Browser: The total number of likes from browsing a list of Pages on a mobile device.

• Mobile Page Browser Invite: The total number of likes from a Page invitation on a mobile device.

• Mobile Page Suggestions on Liking: The total number of likes from a Page suggestion after you’ve liked a suggested Page.

• Needy Page Suggestion Megaphone: The total number of likes from a Page suggestion of a Page that has low adoption.

• Others: Catch all if not defined in any other like source.

• Page Browser: The total number of likes that occur from browsing a Facebook recommended list of Pages.

• Page Browser Chaining: The total number of likes that occur immediately after liking a Facebook recommended Page.

• Page Invite: The total number of likes from a Page invitation.

• Page Invite Escape Hatch: The total number of likes from the facepile area of a Page invitation.

• Page Post Like Story: The total number of likes from content in News Feed that was initiated by a friend.

• Page Profile: The total number of likes from the like button in the header of your Page.

• Photo Snowlift: The total number of likes from when a photo is expanded.

• Recommended Pages: The total number of likes from when your Page is recommended by Facebook.

• Reminder Box Invite: The total number of likes from the reminder for Pages that have been recommended to you by a friend that you have not yet liked.

• Reminder Box Invite All: The total number of likes from option to like all recommended pages in the reminder for Pages that have been recommended to you by a friend.

• Reminder Box Recommendation: The total number of likes from the Facebook recommended Pages in the reminder for Pages that have been recommended to you by a friend.

• Search: The total number of likes from a direct search result.

• Share Story: The total number of likes from a story shared by a friend.

• Ticker: The total number of likes from a ticker story.

• Timeline: The total number of likes from a timeline entry.

• Timeline Collection: The total number of likes from the collection area of a timeline.

• Unconnected Story: The total number of likes from when your Page story is published in News Feed that has no connection to your Page.

• Wizard Suggestion: The total number of likes from the suggestions prompted to a new user as they set up their Facebook account.