Tag: metrics

Facebook Insights Metrics Definitions In Plain English

April 29th, 2014 — 9:43am


Facebook Insights is a tool that Facebook provides for you to view the performance of your Facebook Fan Page. A lot of the features that are provided via Facebook Insights have similarities to other more traditional analytics tools, such as Google Analytics. However, much of the termi-nology that’s used is different.

Facebook Insights can help you to determine the type of content that resonates best with your au-dience, the optimal time to post your content, the best day in the week to post, and much more. The data provided by Insights will be continually updated to reflect your page’s performance and patterns that you may notice. Therefore, you will have to check it regularly to stay abreast with what’s happening on your fan page.

To ensure that you aren’t confused by the data within Facebook Insights, we are providing the following definitions to clarify terms. You can utilize the data displayed in these metrics in order to optimize the content you post in order to meet the expectations of your audience.


Check-ins are helpful for businesses with a physical location. Fans can check-in when they arrive at your physical store or business to demonstrate their loyalty to you.

Within the check-in section of Facebook Insights you will be able to view the number of clients who have taken the time to check-in, and their demographic profile, such as where they reside, age, gender, and more.
Check-in information can be quite useful for businesses with a brick-and-mortar presence. It can help them to monitor the impact social media is having on their sales, and to track the days in which their business is busiest.

Engaged Users

The “engaged users” metric goes a step further than your fan count to give you data on the number of people who are actively engaging with the content on your page. From the users you reach, this metric tells you which users interacted with your page or content.

The amount of engagement your content gets has an impact on your capacity to gain a larger audience reach. If users don’t engage with your content, it is unlikely they will continue viewing it. Users who engage with your page or content are the most valued segment of your audience, because they are the users that are sharing and consuming your content.

Consequently, the “engaged users” metric is valuable for determining the performance of your content and your audience’s quality.


A fan is a Facebook users who ‘likes” your Fan page. When a user “likes” your page they will have the ability to receive page updates via posted content, event invitations and status updates. Each fan will have a list of the pages they have liked on their profile page.

In 2010 ‘Fan’ was replaced with ‘Like’. Fans can ‘Like’ a page and this is displayed in their profile.

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Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

View his LinkedIn profile or email Stephane: stephane@dashthis.com

2 comments » | Dashboards, Key Performance Indicators (KPI), reporting

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