social media how toDo you track your Facebook marketing?

Do you feel lost when you’re looking at your Facebook Page statistics?

Well, you’re not alone. Facebook metrics can be overwhelming and most Facebook Insights terminology is still hazy for many of us.

As a marketer, you know that what can be measured can be managed (and improved). So even if it seems complex, you need to measure your Facebook Page’s performance.

What statistics should you measure on your Facebook Page?

First you’ll want to focus on your Facebook post metrics. These are the only relevant indicators of the performance of your content. The other Facebook data can be misleading or gamed. But it’s very hard to trick individual post metrics.

Here are the six key metrics you need to track to understand your Facebook Page performance, why you need them and where to find them.

#1: Fan Reach

Fan reach simply corresponds to the number of fans of your Page who have seen any given post. This is “organic” reach, which means that it only records the views that occurred directly, and not through an action of a friend of a fan (such as a like, share or comment). The views that result from a friend’s actions are recorded in “viral” views.

Where to find your fan reach metrics

The fan reach metric is not available in the Facebook statistics interface; it’s only available in an Excel file available for download.

fan reach data

To access fan reach data, you first need to export the data to Excel.

export insights data

Choose the format, the date range and select “post level data.”

You’ll find it under the label “Lifetime Post reach by people who like your Page.” This is not as user-friendly as the web interface, I know, but it is important enough to spend the time retrieving this information.

lifetime post reach

Within the Key Metrics tab, look for the column labeled “Lifetime Post reach by people who like your Page.”

Why your fan reach metrics are important to know

The per-post fan reach is probably the most important metric. It’s a key indicator. It helps you measure the appeal of your content to your audience and appreciate the quality of your audience.

An audience recruited from an eye-catching contest (or worse, bought through the thousands of questionable sites that sell “fans”) will quickly hide your posts from their newsfeed. If they don’t actively unsubscribe, their lack of interest (and therefore disengagement) will cause them to be effectively unsubscribed from your posts due to Facebook’s EdgeRank feature working behind the scenes.

Fan reach is a key indicator of the health of your Facebook Page. The higher the quality of your audience and the more interesting your content, the more fans (and potential fans) you will reach.

#2: Organic Reach

Organic reach corresponds with the number of people, fans and non-fans, who have seen a given post. As with fan reach, organic reach only records views that are not the result of a friend of a fan’s action (which is counted in the viral reach).

The real difference between the fan reach (above) and this metric is that the organic reach includes views of people that are not fans of the Page but have directly accessed your Page or seen its content in a widget (for example, a “like box” on your site or blog).

Where to find your organic reach metrics

The organic reach is easier to find, as it is located within the Insight interface of your Page.

Just go to your Insights, scroll down to your list of posts, click on the Reach number for each post and hover your mouse on the bar chart for “Organic” and you’ll see the number.

You can also see this stat under each post if you’re logged into your Page.

organic reach

Once on the Insights interface, click on the number of people reached for the post in question and hover your mouse over the “Organic” bar chart, you’ll see the organic reach number for that post.

So, if you have not downloaded the Excel file to get your fan reach as outlined above, you can check your organic reach metrics instead. But remember that your organic reach metrics can be quite different from your fan reach metrics.

The example below shows the differences we found between two Pages when comparing results of these two metrics.

fan reach organic reach

The difference between fan reach and organic reach can vary significantly from one Page to another.

As you can see, your organic reach may not be an accurate reflection of your fan reach. So before relying on organic reach instead of fan reach, check if your Page has a big difference between the two.

Why your organic reach metrics are important to know

Organic reach can replace fan reach in the metrics you want to follow, but only if the average difference between organic and fan reach is not too high with your audience.

Your organic reach metrics can help you identify ways to improve your content’s organic visibility. For example, when organic reach is very close to fan reach, it usually means that people cannot be exposed to your content if they are not already fans.

This could be the consequence of a lack of proper communication about your Fan Page on your other marketing channels. If you have a website, a blog and a newsletter and there is very little difference between your organic and fan reach results, it probably means that you are not attracting a new non-fan audience to your content.

If this is your case, try to better promote your Page on other channels and you should see your organic reach going up.

#3: Engagement

According to Facebook, with regards to post level metrics, engagement is “the number of people who clicked anywhere in your post.

This includes liking, commenting and sharing and people who’ve viewed your video or clicked on your links and photos. And it also includes people who’ve clicked on a commenter’s name, liked a comment, clicked on your Page name and even gave negative feedback by reporting your post.

Engaged users are people who have clicked on this content from anywhere.

It’s the most important metric to know after your reach metric. Reach tells you how many people have potentially seen your content; engagement is the number of people who have interacted with your content.

Where to find your engagement metrics

To see the engagement metric for each post, go to your Insights at the same place where you looked at your organic reach. The number of people who engaged with your content is right there in the “Engaged Users” column.

engaged users

The Engaged Users metric is easy to see on your Facebook Insights page.

Why your engagement metrics are important to know

Engagement—whether the type that implies “acting” on your post by commenting, liking or sharing it, or the type that is more “passive,” such as watching the video, zooming on a photo or clicking on a link—is probably the second most important metric to focus on if you are serious about measuring your Page’s performance.

It’s not enough for your updates to be viewed by a lot of people. You need to make sure that the content you offer your audience triggers some kind of interest. And engagement is the only measurable sign of interest.

When measuring engagement, do not focus on the raw number you see in your Insights. The only way to really understand that metric and compare posts is to look at the number of engaged people and the number of people reached for the post in question.

The only way to compare a post engagement metric with your other posts is to create a percentage. This gives you a number that you can use to benchmark the performance of each of your posts.


Use this formula for each post to compare the performance of one post against another.

This formula helps you understand your results. If you rely solely on the number of engaged users, you’ll never know if good engagement on a specific post is due to the quality of your content, or if it was simply shown to more people.

This gives you a percentage that takes the exposure of the post into account and allows the comparison between posts.

benchmark posts

Creating these percentages helps benchmark posts against one another.

#4: People Talking About This (or Storytellers)

The “People Talking About This” data in Facebook Insights is sometimes referred to as “Storytellers.” This is one of Facebook’s metrics that few people understand.

Here’s what you need to know. This metric is part of the engagement metric. So the number of “people talking about” a post is included in the number of people who “engaged” with that post.

The “people talking about this” metric only measures three types of actions: likes, comments or shares.

What makes “people talking about this” different from the engagement metric above is that it highlights the number of your fans who did something to show engagement to their friends.

Where to find your “people talking about this” metrics

Again, go to your Insights interface where you found your organic reach and engagement stats, and look at the “Talking About This” column. Easy.

people talking about this

When you click on the “People Talking About This” number for each post, you see a breakdown of the type of action made on each post.

Why your “people talking about this” metric is important to know

This is the “viral” metric. One of your motivations for creating a Facebook Page was probably to connect with the friends of your existing fans for free! The “people talking about this” metric is the best for measuring how many people are willing to spread the word about you to their friends.

Remember, when a user likes, comments on or shares a post on your Page, Facebook may decide to publish this to this user’s friends to show that this user liked, commented on or shared a piece of content from your Page. I emphasize the “may” because Facebook is limiting the reach of these stories.

So, don’t expect too much from this metric. Although Facebook is still the best place to leverage viral stories like these, it’s not what it used to be. You used to frequently see in your newsfeed that a friend had liked, commented on or shared a piece of content from a Page. Chances are that you see less of this today.

#5: Click-Through Rate

Here comes a metric that you are sure to be familiar with! The CTR, or click-through rate, has been around for years on the web. It’s used to measure the effectiveness of email marketing, banner advertising, search engine ads such as Adwords campaigns or landing page quality.

The good news is that it means the same thing within Facebook. Click-through rates tell you the number of people who have clicked on a link in your content, watched your video or viewed a larger version of your photo.

Where to find your click-through metrics

Go to your Page Insights interface, click on the Engaged Users number and you’ll find the number of users who have clicked on your content.

If the content is a link, it will be named “Link Clicks;” if it is a video, it will be labeled “Video Plays;” if it is a photo, it’ll read “Photo Views.” Pretty straightforward.

click through rates

Depending on the type of content you are looking at, you’ll find click-through rates shown as “Photos Views,” “Video Plays” and “Link Clicks.”

Why your click-through metrics are important to know

It is nice to know how many people have potentially seen your content (the reach metric), and even nicer to know how many of them were interested enough to act on it (engaged users), as outlined above.

But the bottom line is to know how many people were interested enough to pay attention to your content. And this means watching your video, looking at your photo or checking out your link.

The click-through metric is the bottom of your content quality funnel. Keep an eye on it.

#6: Negative Feedback

Negative feedback is a “negative” action taken by a fan on your piece of content. It can be hiding a specific post, hiding all future posts from your Page, unliking your Page or even worse, reporting it as spam.

Simply put, the negative feedback metric counts the number of users who really did not like your content or the fact that it appeared in their newsfeed.

Where to find your negative feedback metrics

Go to your Page Insights interface, click on the Engaged Users number and you’ll find the number of users who gave negative feedback at the bottom of that window.

negative feedback

Click on the Engaged Users number for each post and you’ll see the “negative feedback” number in small print.

You cannot see the breakdown for the negative feedback number here in the Insights. If you want to know what negative actions were actually taken, you will have to download the Excel export as mentioned in the fan reach section above.

Why your negative feedback metrics are important to know

Since September 2012, Facebook has given more weight to the negative feedback metric. Posts with a high negative feedback number will have much less exposure through EdgeRank and Pages with an average negative feedback that remains high will have less and less reach over time.

Needless to say, if you want to benefit from your Facebook marketing, you need to keep your negative feedback numbers as low as possible.

As with all other engagement metrics (engaged users, people talking about your Page, clicks, etc.), when measuring negative feedback, do not focus on the number you see on your Insights dashboard.

The only way to really understand your negative feedback metric and compare the data you have for your different posts is to create a percentage score with the number of people who gave negative feedback and the number reached for that particular post.

You’ll end up with a percentage that makes sense because it takes the exposure of the post into account and allows you to compare results from different posts.

When looking at negative feedback in percentages, I’ve found the average negative feedback is 0.1%, but some Pages go as high as 0.7%!

post insights

Look at both your negative feedback and engagement scores in percentages.

Use These Six Metrics to Improve Your Facebook Marketing

Measuring your Facebook Page performance may seem like a daunting task if you have to do it manually from the Facebook Insights interface or the Excel download. And you may find it useful to start doing it that way to understand where the data comes from and what it means.

But once you’re familiar with the metrics, you can use third-party tools to save time. Although there are others, these free tools are a great place to start: Page Analyzer and Simply Measured (free version).

You can also decide to invest in paid tools such as Quintly, Pagelever, PostAcumen and Wisemetrics.

Your turn! What metrics are you paying attention to and why? Do you look at your data on Facebook directly or do you use a tool? Please leave your questions and comments in the box below.

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  • Awesome post on Facebook metrics Emeric! I often check my Facebook page metrics to get insights on engagement and one of the things I noticed is a distinctive drop to the engagement and reach after I stopped promoting posts even though there is more engagement on my page and the number of people reached is almost similar to those promoted posts. Is Facebook controlling the numbers, so page owners will continue to promote posts? Is there a better tool/app you can recommend to check the Facebook page metrics? Thanks for your feedback in advance!

    Keep rockin everyone!

    ~John Lee Dumas

  • Justin

    Thanks for the fantastic post Emeric. I understand all the points you raise in the post however, I’m a little confused about the difference between the Post level data and the Page level data. Up until now I have been focusing on using Page level data for my reports but having read your post I’m concerned I might be going about this the wrong way…

  • Paul Rakov

    Emeric…this reminded me of a HubSpot blog on the same topic. THAT author says only three metrics are important: Lifetime Likes, Friends of Fans, and Page Consumption. What do you say to that? here’s the article:

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  • Wangari

    Great post. I like the engagement as a percentage of reach per post etc…the only thing i differ is reach being the most important metric or the one that determines the appeal of your content as its largely dependent on Facebook EdgeRank (a mystery) and lately with actions from brands such as paying for promoted posts or sponsored stories.

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  • Paul

    Thanks for this! I feel 2 important things are missing: Virality rate to measure content performance over time and engagement rate to better understand (and benchmark) how many fans are engaging with your content.

  • Excellent tips! Thanks for the easy-to-understand directions and info.

  • Emeric

    Hi @33ec883317b63d831b2cf3d4d6a05b74:disqus, I mentionned engagement, People Talking about this and CTR. I guess it was covered 😉

  • Emeric

    Hi @76829d4bc615f31af3465d74ac884c94:disqus i believe that reach is a great indicator. But some disagree 🙂 I recently wrote a whole blog post about this issue, you might want to read it:

  • Emeric

    Hey @71067a90ec4e69dc0b735c6ce0b7b94d:disqus, good point! I like post metrics much better than page metrics because this is the only way to measure the performance of your posts. Page metrics are more blurry, especially if you post a lot (or a little). If you look at your daily page reach and publish 3 times a day, you will have no clue as to which of these 3 posts really made your day! You’ll have the overall reach for thoses 3 posts, which is nice to have, but this won’t give you any data that can help you improve your content strategy.

    However, I like Page metrics when you look at your page over a long period of time (one month). The monthly reach helps you have an idea about how many people total you are able to reach over a period of time.

  • Emeric

    @twitter-81017441:disqus You’re welcome!

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  • Emeric

    Hi John (@JohnLeeDumas:disqus), Thanks a lot for the kind words! Normally, if you measure engagement like I do (percentage of engaged users / reached users), you should not see a difference between promoted and non promoted posts. In my experience, Facebook is not influencing this. But I’m not behind Mark’s back to spy on the weird things he may be doing with his algorithm 😉

    If you want to try out tools for free, you may try our Facebook Page Barometer (free to use) or our page manager (free to try). Both links are in my Bio. I also advise you try
    the tool of my friends from Wisemetrics (link at the end of the article).

    Hope this helps!

  • I’m still looking for #7 “Conversions” I’ve installed the Facebook conversion code back can’t find the metrics – has anyone had success with Facebook Conversion code?

  • Emeric

    Hi @f4ee5c3b68805d8feaeeb5778b946034:disqus, I think you refer to the pixel tracking code that can be used in connection with Facebook ads? My post was only about Facebook page performance metrics, not ads performance. This should be the subject of another post! You may want to check this article:

  • Excellent post! hope that FB keep improvement of these heptachlor fans measuring tool.

  • andiadiprasetyo

    Nice post, Emeric! I also measured engagement rate with engaged users/reached users quite a while now. However, i found some challenges in measuring competitor’s engagement rates as the engaged users and reach are only visible to the page owners. Do you have any tips on this? Also, how many percent of a good engagement rate is? Thanks!

  • Guilherme Barcellos


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  • Emeric

    Hi @twitter-22422629:disqus Hubspot only refers to page metrics in this article. I prefer to focus on post metrics than page metrics for the reasons explained in the article. This is the only way to learn how to improve your content, and that is the bottom line to me. It is nice to see that you are gaining fans, but what does that teach you in the end?

    Then, when looking at “consumptions”, which is the new name for “engagement”, I think it makes much more sense to look at it at a post by post level. Here again, looking at it from a page level perspective will not help to improve your page performance. Looking at it on a post by post level will help you identifiy the posts that generate engagement versus the ones that don’t. And that is data you can act on.

    Finally, friends of fan is a useless metric to me, I don’t know what to do with it. And when I don’t know what to do with a metric, I avoid it. But that’s only my opinion and that does not mean everyone should agree with me 😉

    To make a long story short, I only look at Facebook metrics that help me improve what I’m doing, I avoid the others.

    Hope this helps!

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  • Emeric

    Hi @andiadiprasetyo:disqus yiu’re right, you cannot access the reach metric for competitors. So if you want to compare with competitors, you will have to rely on the engagement / total fans to have a benchmark. The best tip I can give you is to try our Facebook Page Barometer, it will not allow you to compare with a specific competitor but to the average page performance. According to its data, the average engagement rate is between 6 and 12% (of reached users) depending on the size of your page. The link is in my bio, and it’s free 🙂

  • Emeric

    Thanks @33cdfd17ea3815f9ea802926a41e30f1:disqus !

  • Mariya

    Excellent tips! Thank you!!!

  • Great post! Very helpful tips! What can you tell us about the “talking about this” number vs likes on the profile page under the cover photo? That’s page engagement correct? Dividing one into the other and getting a percentage? I’ve heard the overall FB average is 2%. Thanks!

  • Chik

    I use some of your methods but also use

  • Erica

    Excellent tips! I have not paid much attention to insights because I didn’t know exactly what they meant & what to do with them. Now I know how to start.

  • Jo Lynn

    Great post! I also think that Facebook advertising plays a role. I tried using it for a 30 day period and that was when I received the most negative hide-clicks and spam reports. What is terrible is that Facebook takes your money for the advertising and then lowers your ranking because of the outcome, and they approve the advertisements.

  • MrVanDigital

    This is a great post. I particularly like the sections on fan reach and negative feedback, which are perhaps less obvious to page admins.

    I’m becoming less and less enamoured with Facebook due to their consistent tinkering with the Edgerank algorithm and my perception with how ineffective it is at presenting appealing stories.

    However, the new graph search has huge potential (although doesn’t yet seem great) and with so many users, it’s still the first platform everyone looks at for social media marketing.

  • hardikjoshi

    Great post!

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  • DhaniPrima

    Excellent post Emeric, very well written and really helpful for a newbie on social media like me.

  • Vivek G Maudgalya

    Nice insights on Facebook metrics. Thanks for sharing.

  • Angela Ponsford

    Great article Emeric. I’m off to check my metrics now!

  • Emeric

    Thanks @twitter-42571880:disqus 🙂

  • Emeric

    You’re welcome @7775649ee152d34508f820e02e903173:disqus

  • Emeric

    Thanks for the kind words @DhaniPrima:disqus

  • Emeric

    @7ec7ed03aaa8b5e8b274350aaed93dee:disqus Good point! When advertising your content (promoted post or sponsored stories), you are also displaying it to people who have not liked your page or who may not even know you. That can result in higher negative feedback. To minimize this, only promote posts to your fans (and not friends of fans) and try to target your sponsred stories to interests that are closely related to what you do.

  • Emeric

    Cool @e454e0c37f280419a90a1f83528b25c3:disqus happy that helped!

  • Emeric

    @1964e1d18fc854e1f83537ff3c430338:disqus Simply measured is an interesting service, but very expensive. For big brands only.

  • Emeric

    Hi Tracy Kennard , I only focus on the PTAT (People Talking About This) on a post level, not page level. The talking about this you see on the profile page is the one for the page. It will contain new likes and will be bigger if your page posts very often. So apart from telling that you should get more fans and publish more often, it does not help a lot.

    On the other hand, identifying the posts with hight PTAT versus low PTAT helps you understand which type of content gets your fans to interact.

    I don’t know about the average of Page PTAT / total fans, but I know pages with 1% and others with 150%. For one with 150%, check this one: Pretty amazing, isn’t it?

  • Emeric

    You’re welcome @disqus_qhLoe9KbEJ:disqus

  • Thank you for the incredible reply Emeric 🙂 I will DEFINITELY check out and implement those tools asap!

  • #3: Engagement | It will be great if this metric include the Hour-of-day per click. This will allow us to know in wich hours of the day is more convenient to publish our posts. Don’t you?

  • Toby Crabtree

    Great article Emeric, I personally like the sections on fan reach and engagement. Really very helpful for a newbie on social media.

  • Great post. One thing I like to do with the Reach metric is divide it by the number of fans you had on the day the post was made. It isn’t perfectly scientific, but it gives you a way to compare posts while accounting for total fan growth over time.

  • A very useful article, indeed. The article includes some important points which many are not aware of, especially the Fan Reach which needs to be calculated after you export the data in an excel sheet. Thanks for sharing.
    One also needs to subscribe to some third party tools to get the extra information which the Facebook insights can’t provide, all together one gets a strong database to monitor the social media campaign.

  • Ghua

    wow, excellent article!

  • Very helpful post. I especially appreciate calling attention to the negative feedback and click through rate metrics. I didn’t know much about them previously. Thanks! 🙂

  • Thanks for a very good article. Are the percentages for the difference between fan reach and organic reach calculated as a percentage of Total fans, and also wasn’t clear to me where the red percentages were derived from. I was also a bit unclear as to how % were derived for the table in Item #3. Forgive me, I am still becoming familiar with the metrics!

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  • Great post. We definitely track engagement on each post using this method but what do you think about when making decisions separating out the posts that are public and the ones that were targeted. Seems even though we are working with % it could possibly show some wide ranges. Doesn’t seem like apples to apples.

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  • Marivi Avalos

    Really helpful article to understand Facebook metrics!

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  • Cilvan

    Hi Emeric, that post was very helpful.

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  • Vinh

    know anything about Facebook metrics or how to use it. Thanks for making the
    article easy to understand!

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  • Christina

    Amazing insights!
    My only question is – I report by month. As “fan reached” is by post, i’d like to know how many *unique fans did we engage for the month. The same for reach – it’s hard to say how many unique people did we reach this month as once you sum up the days it no longer becomes “unique”.

  • Margaret Molloy

    Super post!

  • Amit

    Awesome starter set of metrics… is the clicks metric available in the downloaded data as the other metrics are? I was unable to find this metric

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  • Emeric

    @Amit, yes, they are, you can find them under the “consumptions” metrics. They are organized in different types of consumptions: photo views, link clicks and video views.

  • Emeric

    @a37dafc7fa695f29e8ab449b121ee13a:disqus You can fan the monthly fan reach metric in the Excel download.

  • Emeric

    @Cilvan You’re welcome!

  • Emeric

    @twitter-1118095578:disqus That’s the limit of the system, when you target your content, these metrics become complicated to measure or make sense. You’ll have to compare posts targeted to a specific audience with other posts that are targeted to the same audience.

  • Dr Mahesh Jain

    Can you sight average values for the metrics you have discussed above and any data about grading success of facebook marketing

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  • Excellent article.. Thanks..

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  • Kate Warnock

    Found your article so helpful, Emeric. Two things: I’ve always measured our page performance as PTAT/reach, but you seem to advocate engaged users/reach. I know you’re using post-level data and not page, but do you see that someone clicking on a commenter’s name on my post having the same value as someone who likes my post or shares it? Second, in your awesome free tool, what other pages comprise the barometer that my page is measured against? Are the 3,811 that came up for my page’s eval just based on similar community size, or is there any industry similarities? I’d love to know the metrics you provide for pages in the health vertical. Thanks!

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  • Great Facebook metric training Emeric, every marketer should be using these basic metrics for optimizing their Facebook and Fan Page, thanks for the post.

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  • Bhawana

    That’s a great insight on facebook insights. How did you calculate the percentage of no. of fans, engaged users & storytellers ? and can you throw some insights on how to reach maximum no. of users

  • great post! Very interesting.

  • Rajeev Ranjan Singh

    Thanks for this post.. very helpful for me.

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  • Guest

    Hello – thank you for the great article. I have been downloading to excel for a long time now and agree this is where the more important information resides. I’m having a problem, though wondering if you can help — I cannot find the column header “Lifetime Post reach by people who like your Page.”… and in the illustration it doesn’t show up under column x in excel either, or close. I’ve tried searching a bunch of ways and no luck. Is this a relatively new label for Facebook? Has anyone else reported the same problem? Thank you

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  • Can you point out where this is located, I am having trouble finding it. Cheers

  • Carina

    it’s Column R. Make sure that you have downloaded the POST LEVEL data.

  • Very very useful tips shared. Thanks really very superb article. Please do let me know if there is any articles related to Facebook Fans increasing for the business page.

  • Absolutely right @courtneylivingston:disqus

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  • Laura

    Thanks for such valuable information. In terms of % of engament, in average, which % would indicate positive engamente? Which % of engagement would be consider as succesful? Or acceptable? If I would like to measure the average % of engagement that my page had in a whole year, ie 2012…is that possible? Thanks in advance for your kind reply.

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  • Solid information. Thanks for writing this up. I definitely will use it!

  • edziolem360

    Hi Emeric,

    Great article! Couple things. 1) What is a good post engagement rate percentage range? 2) Re: the chart with the following headers (fan reach, engaged users & story tellers), are these figures per post? I tried dividing “users” by “reach” and the numbers don’t add up. Please advise. Thx in advance.-E.L

  • Jessica Tolliver

    Lifetime Post Reach By People Who Like Your Page – I downloaded the information but that is not an option. Did FB do another “update” or am I missing something?

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  • V Simson

    Really helpful, thanks!

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  • Juanmarketing

    Finally a in-deep-analysis post about FB metric. I would just add the visibility rate of Reach of your FB posts within your community. This kind of give you a sense of the loyalty of your fans.

  • Ariel B.

    Hi Emeric.

    Thanks for the great article.

    When you talk about engaged users… when a person does more than 1 interaction does facebook count as one person for every single interaction or unique persons?


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  • Darcy Perdu

    This is extremely helpful! Thanks for putting it together! I had no idea this info was available on my FB page!

  • Alice

    Hi Emeric,

    Thank you for the post. I would like to ask for clarification how the percentage figures (e.g. (Page 1 Fans reached: 19.9% vs. 6.5%, etc.) in the example you gave showing the differences you found between two Pages when comparing results of Fans Reached & Organic Reach were calculated? Much thanks!

  • Emeric

    Hi @baad6cd1509cae9f12e0f54c51c9b7bb:disqus, these numbers came from our Facebook page Barometer ( It allows you to compare your page with the average page performance, that is why you see a “vs” in the screenshot.

  • Emeric

    Hi @disqus_2OV7elMYon:disqus, these metrics are “unique”, meaning that a user who engage more than once (a like + a comment, for example), is only counted once.

  • Emeric

    @google-d82db68ef1861167e8a2b83618d9cc37:disqus, you need to download post level metrics, not page level.

  • Emeric

    @google-2090abd1ca101cd5b27ce59c2525265e:disqus All the figures in this article are per post. Your question about “what is a good post engagement rate” is not easy as it depends a lot on the size of the page, its industry, etc.I would say everything above 8% is great, from 4 to 8, it’s OK, below 4, not so good. You can try our Facebook Page Performance Barometer to test it out:

  • Emeric

    @disqus_1upAkHAgo2:disqus, to calculate the percentages mentionned in this article, I used the Facebook Page Performance Barometer (

  • Emeric

    Hi @twitter-185230902:disqus, thanks for the kind words! I don’t particularly advocate engagement over PTAT, PTAT is also included as a metric to follow in the article, right after engagement 🙂
    Concerning metrics based on industries, I am about to release a study on that, and I’ll have averages for the health vertical 🙂 If you want to receive a copy of it when it will be released, go to our website and send us a message through the contact form, I’ll keep you in the loop!

  • Rejina

    but is there any way we can measure how our competitor’s facebook like page is doing? i just get a summary of their likes and most popular week they have been liked..can you please inform me if there is any other way to know about their like page progress

  • Laura Simon

    This is way more than I needed to know and I’m so grateful for that. You sir, are awesome. 🙂

  • Lindsey LaMont

    Hey there. While this is a great post, I did find it a bit confusing. Not everyone who is into social media is an analytically gifted. I am confused about your dividing what by what to get those percentages and how you are ranking what is good vs what is bad (referring to your engaged users/reached usersx100)..and also how you found the percentages of fans reached, storytellers, engaged users..etc. Are you diving your FB fans by the post reach? How are you getting those percentages (sorry if this is a dumb question…I just really want to learn more about analyzing data)


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  • Excellent tutorial Emeric

    Worthy of being saved in my favorites

    Thanks and regards

  • Nora Kamsani

    This is an excellent article Emeric. Thanks!

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  • Nacho Di Paola

    The PTA includes the Likes to Sponsored Sotries o Promoted Post. Its true that they generate a new story, but still does not meen that de user really liked the page. PTA include payed engagement.

  • Christopher Baker

    If I download a specific months page level data – then take the totals for “Daily Page Engaged Users” divided by “Daily Total Reach” x 100 – would this give me a pretty accurate monthly engagement rate? Is my formula correct?

  • brettsnelgrove

    Thanks for the clear article on calculating Fan Reach and what the percentage actually means. I plan to implement this month for our business to start better monitoring social media impact.

    Couple of questions …
    Would you recommend using the same principle (engaged users/reached users x 100) to calculate Fan Reach for Twitter, Google+ etc?

    Are the benchmarks you mentioned in the Post Insights graphic still valid do you think, or do they need to be adjusted for FB’s changes in their algorithm?

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  • Mara

    are all of your amazing ideas above FREE on Facebook? thank you.

  • Nikita Umnov

    Dear Social Media Examiner,

    I greatly appreciate the explanation above. I am an administrator for the Open Development Cambodia (ODC) Facebook page. ODC is an NGO/Media site that presents information on economic development in Cambodia. We use FB to track how users like our posts, website updates, and new maps. Our funder wants to measure engagement of users. We have to be careful not to double count users in a certain time period. I have several questions on his:

    a) how can I measure the number of unique engaged users in a month or on a quarterly basis? I have to be careful not do double count the same people in that give time period? As in if Billy in Cambodia logs in and interacts on the site on Tuesday and then does it again on Wednesday, I can only count Billy once in during that week, if I just want to measure weekly user engagement.

    b) Is it possible to split the engagement results by gender. I may have missed where that information is located in the Excel that FB generates, which tab specifically?


    Nikita Umnov

    Open Development Initiative

  • Kayla


    Thanks for such a great article. To determine the rate of engagement should engagement be divided by organic reach or fan reach?

    – Kayla

  • Steve

    I understand the % of Fans Reached = Reach/Total Fans.
    But how would you calculate the % for organic reach??