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Initial Facebook Analysis - Overview

  • Updated

Index:

  1. Top Menu 
  2. Video Views

Learn which numbers are most relevant for your Facebook owned pages.

Access the Owned Metrics area to track and view detailed information about your page’s performance and gain important insights for your business.

Attention! This area analyzes the owned posts of the connected page. If you delete posts from your page, the collected data will no longer be displayed.

 

Top Menu 

The menu in this area helps you set a date range to analyze the displayed data, as well as change the metrics update time.

Note: the Owned Metrics filter covers a maximum of 3 months retroactively. To filter a longer period, you need to divide it and generate the data separately.

Before proceeding with the analysis, an important point to consider: this area shows the comparative percentage according to data provided by Facebook. This means that when selecting a specific date in a filter, a percentage comparison is made with the previous period. This percentage is displayed below each number.

Example: when opening the Owned Metrics Overview, you selected the 7-day filter. The percentage appearing below the number in all chart categories refers to the last 7 days. Therefore, if your filter selects the dates 07/15 to 07/21, the percentage will compare the data with the previous 7 days, that is, 07/08 to 07/15.

If in any chart the percentage exceeds 100%, it means that in the previous filter period there were smaller values and now (with the insertion of a large volume of data) the number has surpassed the previous date. When selecting 30 days in the filter, for example, you compare it with the same period, i.e., 30 days before.

Let's suppose the page was not connected for 30 days, so there were no posts from the connected page on the platform. Suddenly, with the page connection, the last 100 posts from the past 30 days are collected. Among these data, there would be 10,000 likes. Since the previous month had “zero” posts, the percentage shown below the value will exceed 100%.

Another more practical example is to think that the page connected to the tool has 100 likes in one month and 300 in the next month. That is, compared to the previous filter, this represents an increase of 200% more than the previous month.

Follow the first part of the Facebook Overview:

 

1. Page Likes

Number of likes on the page, according to the selected filter period.

Note: if your Facebook page is a global page, there will be a difference between the number of fans displayed on the social network and the number displayed in STILINGUE. This happens because STILINGUE has access to the regional data of the page connected to the platform, in most available charts on the topic.

2. Digital Score

Within Owned Metrics, the Digital Score acts as a gauge of your page's growth based on post engagement.

3. Posts 

Shows the number of posts made during the filter period. The quantity is divided into:

3.1. Total

Total volume of posts.

3.2 Timeline

Only organic posts that have been shown on the network’s timeline.

3.3 Dark posts

Paid or boosted posts.

4. People Talking About 

This metric is specific to Facebook and is sent via API. The name is translated from the original People Talking About This (PTAT) and represents the number of users who created a story about a given page. Story, in this case, can be any of the following actions:

  • Liking a page;
  • Posting on the page;
  • Liking a post;
  • Commenting on a post;
  • Sharing a post;
  • Answering a question;
  • RSVP (responding yes, no, or maybe) to page events;
  • Mentioning the page in a post;
  • Tagging the page in a photo;
  • Checking in at a location;
  • Sharing a check-in deal;
  • Liking a check-in deal;
  • Writing a recommendation;
  • Claiming an offer;

5. Engagement Rate 

The Engagement Rate calculation considers the following formula:

Engagement = (likes + comments x 1.5 + shares x 2) / reach x 100

Thus, each interaction has a different weight in the analysis.

6. Average Reach 

Considers the Total Reach divided by the number of days in the filter. This value is presented in the system so you can find out, on average, the daily reach of the posts selected in the filter.

Average reach = Total Reach / Number of days in the filter

7. Interactions on posts within the filter 

It is important to highlight that the interactions present in this area are considered within the metrics update period. Facebook's metrics update is done for the 100 most recent posts from the last 30 days. Therefore, if you apply a filter selecting the month of April and a comment on that April post is made in July, it will not be counted in the filter since it exceeded the 30-day period.

All interactions made on posts (within the filter period) are presented, divided into:

7.1 Total

Sum of total interactions.

7.2 Reactions 

The sum of reactions will be displayed considering all available options on the network.

Note: it is not possible to obtain the number of reactions for cross-posted posts. The option to view this type of metric is only available for “original” posts, that is, an existing post that generates other posts. Click here to read about Cross Posts.

7.3 Shares 

Shares made on the page, according to the selected filter.

7.4 Comments 

Comments made on the page's posts, regarding the selected filter period.


Important! Only comments made on posts that were published within the filtered period are counted. Therefore, comments made within the filter period but on posts published outside that period are not considered.

 

Video Views

For Facebook video posts, a new metrics option opens with the following data:

  • Total videos published

Number of videos published during the filter period.

  • Total views

Total views of videos published within the filter period.

  • Video reach

Total unique people who saw the video post appear in their feed, regardless of whether they watched it or not.

  • Average watch time

Average watch time across all videos published during the filter period.


 

8. Reactions on posts within the filter 

Shows the different Facebook reactions made by users on posts according to the analyzed interval. The last option indicates temporary reactions.

 

 

For more information, visit the discussion on this topic in our community or watch the videos on our channel. 😃

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