1. 1. Total Likes: The number of unique individuals who click the Like button to “Like” your Facebook
Page. 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 date
range that you select.
3. Like Sources: The number of times your Facebook Page was liked, categorized by where the like
occurred (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 the
specific date range that you select.
5. Friends of Fans: The number of unique individuals who are friends with the people who like your
Facebook Page. These people represent the total potential reach of any content you publish to your
Facebook Page.
6. People Talking about This: The number of unique individuals who have created a “story” (see
definition 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 Place
8. Total Reach: The number of unique individuals who have actually seen any content related to your
Facebook Page. This could include content published on your Page, as well as Facebook Ads and
Sponsored Stories that lead people to your Page.
9. Organic Reach: The number of unique individuals who saw a specific post from your Facebook
Page 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 Page
through 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 Page
through 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 in
some 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 interacted
with it during the previous 30 days.
14. Daily Active Users: The number of people who have viewed your Facebook Page or interacted

2. 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 your
Facebook 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 that
are not part of Facebook.com.
Measuring Your Fan Engagement
It’s helpful to learn which content published is the most popular and creates the most engagements. The
following definitions explain some of the most common Facebook Insights metrics that you can use to
measure content performance and engagement levels.
17. Page Views: The total number of times your Facebook Page was viewed during the time period you
select.
18. Tab Views: The total number of times each tab in your Facebook Page was viewed when people
were 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 viewed
during the time period you select.
20. News Feed: The center column in a Facebook Profile or Page which displays a continually updated
list 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 your
Facebook Page News Feed during the time period you select.
22. Daily Story Feedback: A breakdown of how people responded to your stories by engaging with
them (through likes or comments) or unsubscribing from them (so your Page stories don’t appear in
their 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 by
commenting and liking your posts, on the specific date you select. For example, this metric will
measure 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 own
Facebook Profiles, or mention your Page to friends.
24. Impressions: The number of times a post from your Facebook Page is displayed, regardless of
where a person sees it. A single person can see a post multiple times, thus creating an impression for
every time that content is viewed.
25. Media Consumption: The number of times a piece of media content that you published on your
Facebook Page, including a video, photo, or audio clip, is clicked and viewed on a specific day.