Facebook Pages Report

Sprout’s Facebook Page Report helps you understand your audience and how they engage with your content, both paid and organic. Use this information to analyze your audience and build a publishing and engagement strategy that speaks to your brand’s demographics and drives performance.

Note: Facebook Insights provides Page level data with a 48-72 hour delay and can only provide data for Pages with 30+ fans.

Facebook Activity Overview

This section summarizes your key statistics in the report period.

Impressions: The number of times any content associated with your Page was seen in News Feed, or on visits to your Page.

Engagements: Total number of likes, comments, and shares on your posts.

Link Clicks: The number of clicks on links within your content. This data comes from Facebook Insights. Does not include other clicks, such as photo clicks, video clicks, or post expansion clicks.

Audience Growth

This section breaks down your fan growth during the report period.

Total Fans: The total number of people who have liked your Page as of the last day of the report period.

Paid Likes: The number of new people who liked your Page after a paid promotion.

Organic Likes: The number of new people who liked your Page by organic reach.

Unlikes: The number of people that unliked your Page.

Net Likes: The number of Likes (paid or organic) minus the number of Unlikes.

Publishing Behavior

This section breaks out the posts you published during the report period.

Photos: The of photos published by your Page during the report period.

Videos: The of videos published by your Page during the report period.

Posts: The total of all posts published by your Page during the report period that were not photos or videos. Includes plain text, link, and all other Post types.

Total Posts: The number of posts published by your Page during the report period.

Page Impressions

This section helps you visualize trends in your content being seen by the Facebook community.

Organic Impressions: The number of times any organic content associated with your Page was seen in News Feed, ticker or on visits to your Page. This includes Viral Impressions, the number of times organic content entered a person’s screen because their friend interacted with your Page or Post.

Nonorganic Impressions: The number of time any content associated with your Page was seen in News Feed, ticker, or on visits to your Page. This includes impressions that are not attributed to Organic Impressions or Viral Impressions such as Paid Impressions.

Total Impressions: The number of times any content associated with your Page was seen in News Feed, ticker or visits to your Page. These account for both people who have liked your Page and those who have not.

Average Daily Users Reached:The average number of users per day that were served any content associated with your Page via the News Feed, ticker or visits to your Page.

Video Performance

If your Page has video metrics for the selected date range, this section summarizes key performance metrics for your videos.

Total Views: The total number of times your videos have been viewed for more than 3 seconds.

Organic Full: The number of times your videos were viewed for 30 seconds or viewed to the end, by organic reach.

Organic Partial: The number of times your videos have been viewed for more than 3 seconds, but no more than 30 seconds and not to the end, by organic reach.

Paid Full: The number of times your videos were viewed for 30 seconds or viewed to the end, whichever came first, after a paid promotion.

Paid Partial: The number of times your videos have been viewed for more than 3 seconds, but no more than 30 seconds and not to the end, after a paid promotion.

Paid vs. Organic: Percentage of Total Views obtained via Organic Reach and Paid Reach.

Click plays vs Autoplays: Percentage of Total Views generated from auto-plays, and the user explicitly clicking to play.

Audience Engagement

This section helps you visualize trends in how your audience engages with your posts.

Reactions: The number of interactions with your posts via Reaction. Reactions include Like, Love, Haha, Wow, Angry, and Sad. This is a non-unique metric (includes multiple/subsequent actions).

Comments: The number of comments and comment replies on your posts. This is a non-unique metric (includes comments left by the same users multiple times).

Shares: Total number of shares of your posts. This is a non-unique metric (includes multiple/subsequent actions left by the same users on the post and further comments).

Total Engagements: Aggregate number of reactions, comments, and shares on your posts.

Demographics

This section helps you understand your fans, users reached, and users sharing your content.

By Age: Aggregated demographic data about the people who like your Page, saw content from your Page, or interacted with content from your Page (based on the toggle selection). The data is based on the age information they provide in user profiles.

By Gender: Aggregated demographic data about the people who like your Page, saw content from your Page, or interacted with content from your Page (based on the toggle selection). The data is based on the gender information they provide in user profiles.

By Country: Aggregated Facebook location data, sorted by country, about the people who like your Page, saw content from your Page, or interacted with content from your Page (based on the toggle selection).

By City: Aggregated Facebook location data, sorted by city, about the people who like your Page, saw content from your Page, or interacted with content from your Page (based on the toggle selection).

Facebook Stats by Page

This section allows you to compare key metrics across your Facebook pages against each other.

A note on the exported document

There is a field called Facebook All Clicks in the exported document. Please note the following definition for this field.

Facebook All Clicks: Includes other clicks, such as photo clicks, video clicks, or post-expansion clicks.