Paid Impressions - Facebook

Index:

1. Impressions 
2. Table

 

Track the metrics of paid posts on your Facebook page 

In the Proprietary Metrics section, you'll find specific data on paid content posted on your pages connected to the platform. Tracking and controlling this data assist in decision-making regarding specific campaigns and also determine if recent actions involving sponsored posts are having an impact on page users. 

To complete this metric, you can compare the results of Organic Impressions by accessing the tab. 

Navigate through the sidebar:

Impressions 

The concept of impressions corresponds to the number of times content from your page or about it appears on a user's screen. This number is counted as one impression. 

Note: when using the filter on this graph, you can locate organic posts, those that did not have any boosting. This is because it is also possible to have Paid Impressions from organic posts. 

It's important to highlight that this is the only area of the platform where it's possible to differentiate dark posts from boosted posts (which will be explained in detail later in items 6 and 7).

 

 

1. Chart period 

Select the period you would like to see on the graph, including daily, weekly, and monthly.

2. Export

You can export the complete report (as an image) or export it in CSV format.

3. Reload card

Refresh the chart information so that the most recent data is displayed. 

4. Export button

Here you can export the chart directly, quickly, choosing from various formats, including image and CSV. 

5. Impressions 

How many times a publication appeared on the user's screen. In the case of this chart, the number is presented in millions.

6. Dark Post

Number of ads (dark posts) made per day, week, or month. For example: if you select the daily view, the chart will display how many dark posts were made only on that day. 

7. Boosted Publications 

Here, publications that were initially organic and later boosted are counted.

8. Paid impressions

Every time a publication appears on a user's screen, it is counted as an impression. Because it has been sponsored, it is referred to as paid.

To calculate the averages, the following is taken into account:

Average = number of impressions / number of publications

Publications are grouped by day. Each day, a count is made of the number of dark posts and boosted publications. The number of impressions divided by the number of publications is then added together. 

9. Average Impressions 

Number of impressions divided by the quantity of posts (dark posts and boosted)

Example:

Let's assume the following number of publications were made during the filter period:

5 - Dark posts;

2 - Boosted posts.

Impressions:

10,000 - Impression for dark posts;

4,000 - Impression for the boosted posts. 

Soon:

Add the total impressions: (10,000 + 4,000 = 14,000) and divide by the total number of publications: (5 + 2 = 7) 

Average = number of impressions / number of publications

Average = 14,000 / 7

Average = 2,000

10. Average impressions in Dark Posts

Number of impressions of dark posts divided by the number of dark posts.

11. Average Boosted Impressions

Number of impressions of boosted posts divided by the number of boosted publications.

You can click on any point on the graph and be redirected to the zoom feature to get more details about other graphs:

 

 

Furthermore, by selecting a criterion from the graph to remove the ranking, you display only the metrics necessary for your analysis:

Table

You can view the graph in table format, available at the bottom of the page:

 

 

1. Export

Export the content directly from the table in CSV format. 

2. Show

You can choose to view between 5 and 100 pieces of data at once.

3. Search 

Search for the numbers presented on the graph using the field.

 

For more information, visit the discussion on the subject at our community or videos on our channel. 😃