Did you know? Raven’s Facebook metrics: Summary
Usually, we like to use our “Did You Know” series to point out lesser-known features to help you get the most out of your Raven accounts. But for the next few weeks, we’re going to instead focus on explaining something that we get a lot of questions about: Facebook metrics.
Raven integrates Facebook’s own analytics, called Insights, for Pages that have 30 or more likes. You can see this information in Metrics > Facebook. This data offers information about what kinds of people are viewing your page, how far your posts are reaching, where your visits are coming from and more.
But it can also be tricky to decipher. What does “People Talking About This” really mean? What exactly is an “Engaged User?” With this series, we’ll answer those questions – and many more – as we go tab by tab in Raven’s Facebook metrics sections.
In this first post, we’re tackling the Summary tab.
The Summary tab consists of three basic sections: top metrics, a summary graph and a page posts table.
At the top of the Summary tab are four metrics dealing with activity on your Facebook Page: Total Likes, Friends of Fans, People Talking About This and Weekly Total Reach. This data is collected daily and represents the total activity for each metric per day.
Likes, Talking About This and Reach all have their own individual tabs where you can see this information broken down further.
- Total Likes: The number of people who have “liked” your Facebook page, regardless of whether they are actively engaging with it or not.
- Friends of Fans: The total sum of all of your fans’ (people who have liked your page) friends. Pages can appear as suggestions to these friends, which means they have the potential for seeing your posts or becoming a fan.
- People Talking About This: This one is a trickier metric to get a grasp of. Essentially, it’s the total number of interactions with your page. We’ll explain this a bit more in-depth later in the series.
- Weekly Total Reach: The sum of people who your posts potentially reached. This includes your fans, people who saw promoted posts and the friends of fans who shared your posts in a given week.
The data you see for these metrics (and the rest of the metrics on this page) are controlled by the date range. You can change the date range in the top-right corner by either choosing a custom range or selecting from a list of presets. Due to Facebook API restrictions, you can only view 90 days worth of data at a time.
The summary graph charts change over time for two metrics: People Talking About This and Weekly Total Reach. Essentially, it’s a running tally of the two metrics. In addition, an icon on the data point indicates that a new post was created on that day and – like most graphs in Raven – events from Event Manager are displayed alongside this data.
Page posts table
If the top metrics are dedicated to giving you information about your entire Facebook Page, the Page posts table breaks those numbers down by each individual post. Each entry is categorized based on post type and broken into six metrics. You likely already have a good grasp on comments and likes, but you’ll also see: Reach, Engaged Users, Talking About This and Virality.
- Reach: The sum total of people who have seen your post, whether it was on your page, through their newsfeed or from shares. Think of reach as being akin to unique impressions.
- Engaged Users: The number of users who clicked anywhere on your post. These are users who clicked links, watched videos, opened the post in a new window and so on. If they interacted with the post, they’re an “engaged user.”
- Talking About This: This metric is calculated from the amount of stories created from a post. A story is created when a user likes, shares or comments on a post. Other interactions like answering a question, responding to an event or claiming an offer are also counted. The key is that it must create a story in the news ticker (though not necessarily the news feed itself).
- Virality The percentage of people who created a story from your post out of the total amount of people who saw your story.
These metrics are exportable separate from the rest of Facebook Metrics. To export this data, click the gear icon in the Page Posts table and choose the “Export to CSV” option.