How do I use the Facebook Pages Report?
New to Sprout Social? Learn more about how our Facebook Pages Report fits into our social media analytics suite here.
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 Page demographics are delayed 48-72 hours and only appear if there is data for 100 or more people.
Customizing the report
Use the filter groups in the Filter Menu to select the profiles you want to view performance data for.
Performance Summary
This section summarizes your key statistics in the report period. You can filter by Total, Organic or Paid metrics.
Note: If you’re a Premium Analytics customer, you can click the
table icon to filter metrics.
Impressions: The number of times that any content associated with your page was displayed to a user. This includes both organic and paid activity.
Engagements: The total number of times that users reacted to, commented on, shared, or clicked on your posts. This includes both organic and paid activity.
Post 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. This includes both organic and paid activity.
Audience Growth
This section breaks down your fan growth during the reporting period.
Fans: The number of users who liked your page as of the last day of the reporting period.
Net Page Likes: The number of users who liked your page (organic or paid) minus the ones who unliked your page.
Organic Page Likes: The number of new users who liked your page organically.
Paid Page Likes: The number of new users who liked your page after a paid promotion.
Page Unlikes: The number of users who unliked your page.
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.
Top Posts
This section shows the top 3 posts you published within the date range selected.
Impressions
This section helps you visualize trends in your content being seen by the Facebook community. You can filter by Total, Organic or 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.
Organic Impressions: The number of times post or story content associated with your page was organically displayed to users. Page views and other content are not included.
Paid Impressions: The number of times any content associated with your Page was seen in News Feed, ticker, or on visits to your Page. Impressions that are not attributed to Organic Impressions or Viral Impressions will be included under Paid Impressions.
Average Daily Impressions per Page: 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.
Average Daily Reach per Page: The average number of unique users who were shown any content associated with your page, per day and per page, during the reporting period.
Engagement
This section helps you visualize trends in how your audience engages with your posts. You can filter by Total, Organic or Paid Engagements. The default value is Total. Organic and Paid can be derived by connecting Ad Accounts to Sprout.
Total Engagements: Aggregate number of reactions, comments, shares, post link clicks, and other post clicks.
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).
Post Link Clicks: The number of times that users clicked on the links within your posts.
Other Post Clicks: The number of times during the reporting period that users clicked anywhere in your posts without opening a web link, reacting to, commenting on, or sharing your post. This includes clicks to play a video and view a photo.
Engagement Rate
This section helps you measure how engaged people are with your brand. The Engagement Rate (per Impression) is the number of reactions, comments, shares, post link clicks and other post clicks during the reporting period as a percentage of profile impressions. You can filter this widget by Organic & Paid, Organic or Paid. If you're a Premium Analytics customer, you can also filter the chart to compare by Organic/Paid.
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.
Benchmarking
If you’re a Premium Analytics customer, you also have access to the Benchmarking tab. This feature gives you insight into how your Facebook performance compares to other Sprout users.
Facebook Benchmarking measures your Engagement Rate per Impression by Month and compares those metrics to the 25th, 50th, and 75th percentile performers on the network. You can also view your current overall ranking, as well as any change from the previous reporting period. Hover over the percentage change and performance ranking metrics to see more detail.
Sprout calculates your network benchmark by ranking Engagement Rate per Impression for all Facebook pages connected to Sprout. All data is anonymized, and customers will not be able to infer your owned Pages’ rankings.
Note: Benchmarking data ingest occurs over a 24-hour period, meaning that data for the current or previous day may not be complete. For best results, omit the current and previous days from the requested date range.
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.
Note: Exports of this report contain a field called Facebook All Clicks. This metric includes other clicks such as photo clicks, video clicks or post-expansion clicks.
