All of the data and information provided in Sprout's Facebook Sent Messages Report comes directly from Facebook Insights. This article outlines the fields in Sprout's Facebook Sent Message Report (CSV version) that map to the Facebook Insights post level report.
|Sprout Social: Sent Messages Report||Facebook Insights: Post Level Report|
|Clicks (Column G)||Lifetime Post Consumers (Column O)|
|Total Reach (Column H)||Lifetime Post Total Reach (Column H)|
|Reactions (Column K)||Like (Column J of 2nd tab*)|
|Comments (Column R)||Comment (Column I of 2nd tab*)|
|Shares (Column S)||Share (Column K of 2nd tab*)|
|Negative Feedback (Column V)||Lifetime Negative Feedback (Column Q)|
*2nd tab refers to "Lifetime Talking About This..." tab at the bottom of the .XLS report.
Calculations not found in the Facebook report
Engaged (Column K): Add up "Talking & Clicks" columns
Talking (Column L): The unique number of likes, comments, and shares. (Example for unique definition: If a single user both likes and comments on a post, it would only show 1 user "talking" about that post.)
Engagement % (Column N): Divide Engaged (Column T) over Reach (Column H)
To calculate Average Engagement % in Excel, do an average calculation the Engagement % (FB) column of the Sprout Social Facebook Sent Message report.
To calculate Total Engagement % using Excel, add up Columns T and H of the Sprout Social Facebook Sent Messages Report. Then divide Column T by Column H.