This document defines metrics and terms used in Facebook Page Insights. It provides definitions for metrics regarding page likes, post reach, engagement, visits, people demographics, and export data. The summary defines metrics such as total page likes, new page likes, post reach, people engaged, page and tab visits, fan demographics, and daily like sources.

1. © 2014 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.
Glossary of terms
Page 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.
Overview
Insights 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.
Likes
Insights 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.

2. © 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.
Reach
Insights 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 Reach
Activity 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.
Visits
Insights for the selected day or days
Page and Tab Visits
If 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.

3. © 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.
Posts
Insights 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.

4. © 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.
People
Insights 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.
Export
Definitions 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.

5. © 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.