Metrics in Dashboards

Warning:

This article covers a Falcon BETA feature. We welcome your feedback on the user experience and any potential issues you might encounter.

In this article, we've compiled a list of all metrics that are available to you when it comes to creating Dashboards.

At a glance, you can see for which network the metric is available, and to which Widgets they can be added. For a description of each type of Widget, see the article covering them here.

Tip:

All metrics can be displayed as either a total or an average across the date range you select.

Note:

*In the below table, the meaning of the W1, W2, and W3 columns is as follows:
- W1: Supported for the Key Metrics, Channel Comparison, and Time Series type Widgets.
- W2: Supported for the Breakdown type Widget.
- W3: Supported for the Demographics and Geographics type Widgets.

Metric FB IG Description

W1*

W2* W3*
Fans KPIs
Fans The total number of people who have liked your Facebook page or followed your Instagram account.
Net new fans

This metric shows the daily fluctuation of your fans count.

'Net new fans' is calculated by subtracting the 'Fan decrease' from the 'Fan increase'.

This metric is usually positive, meaning that the follower base of your Channel is growing. However, it can also be zero or negative if there are more people leaving than joining.

Fan increase

The number of people who have liked your Facebook page or followed your Instagram account.

This metric indicates the number of newly acquired followers. It does not track 'unlikes' (refer to 'Fan decrease' for this metric).

This metric is unique for each day. If a user likes, then unlikes and likes again - it will still be counted as a single new fan for that day.

Paid fan increase The number of people who have liked your Facebook page as a result of seeing an ad.
Unpaid fan increase

The number of people who have liked your Facebook page organically.

Examples include via search or visited the page profile via direct link or after seeing a friend engage with it.

Fan increase by like source

Breakdown of where people have liked your Facebook page.

Fan increase by paid/unpaid

Breakdown of the fans that joined organically or through an advertisement.

Fan decrease

The number of people who have unliked your Facebook page.

Fan decrease by unlike source

Breakdown from where people have unliked your Facebook page.

Fans by city, country & language

Breakdown of Facebook fans and Instagram followers by country, city, and language.

Fans by age & gender

Breakdown of fans and followers by age and gender.

Fans online by hour

Breakdown by hour of the day (in PST/PDT) when the Facebook fans and Instagram followers are online.

Fan engagement KPIs

Reactions

The total Facebook post reactions. Reactions include 'like', 'love', 'haha', 'wow', 'sad' and 'angry'.

Likes

The total 'like' reactions. This metric does not include other reactions such as 'love', 'haha', 'angry', etc.

Comments

The total number of comments on the posts.

Shares

The total number of shares on the posts.

Engagements

The number of reactions, comments, and shares on your posts.

Interactions

The number of reactions, comments, shares, and clicks (refer to the 'Clicks' metrics for examples of clicks) on your posts during the period.

Engagement rate

The Engagement rate is the percentage of people who engage with your posts after seeing it.

It is computed by dividing the Engagements (Reactions, Comments, Shares) by the Impressions.

Clicks

Any click by a fan on any active area in the post.

Clicks can be on, for example, a photo to preview it, a video to play it, a link to view it in a new browser tab, a hashtag or a mention, or the name of the page.

Positive actions by type

The number of times people took a positive action (liked, commented, shared, RSVP’d). Note: only 'like' reactions are counted here.

Photo clicks

The number of clicks on posts with photo(s) to preview them in full screen.

Note: it does not count as a 'Photo view' if a post contains a photo, but the user does not click or tap on it to preview it in full screen.

Video plays

The number clicks on posts with video to play it.

Note: it does not count as a 'Video play' if the video autoplays. The autoplayed video will still be counted in the 'Video view'.

Link clicks

The number of clicks on web links in your posts.

Other clicks

The number of clicks that are not photo, video or link clicks. For example, clicks to select text, clicks on hashtags or mentions, clicks on the page name, etc.

Engaged users

The number of people who engaged with a post.

Engagement includes likes, comments, shares, or any other clicks (see the 'Clicks' metric for more details).

Note: a single user could engage in multiple ways with a post – e.g.comment and like – but will only be counted as a single user.

Note: if you choose the 'Sum' aggregation, the total could be incorrect. This is because a single user may have engaged on multiple days, which will count as multiple user engagements.

Profile CTA clicks

The number of clicks on your page's contact info and the call-to-action button.

Negative actions

The number of times people took a negative action, e.g. unliked the page, hid a post or reported it.

Negative actions by type

Shows a breakdown of the times people took a negative action, e.g. unliked the page, hid a post or reported it.

Negative fans

The number of people who took a negative action (e.g. un-liked the Facebook page or hid a post).

A single person could have made multiple negative actions in a day. These actions would be counted as a single person.

Engagement stories by type

Breakdown of the types of stories, including page and user posts, mentions, and questions.

Storytellers by country, city & language

People creating stories about your Page broken down by country, city, and language.

Storytellers by age & gender

The number of people creating stories about your Page by age and gender.

Direct message KPIs

Total DM conversations

The total number of people who have messaged your Facebook page since it was created.

New DM conversations

The number of people who have messaged your page for the first time.

This metric is unique per person. I.e. a single person could have messaged the page for the first time and then continued the conversation with additional messages, but it would still be counted as a single new conversation.

Active DM conversations

Conversations that have had some fan activity through a day (be it an initial message or as follow up).

Multiple messages from a person in a single day (in PST/PDT) will be counted as a single active conversation.

Multiple messages from a person on different days will be counted as multiple active conversations.

Blocked DM conversations

The number of conversations that have been blocked by the user on Facebook Messenger. The page will be restricted in sending further messages to them.

Reported DM conversations

The number of Facebook conversations that have been reported by people for reasons such as spam, or containing inappropriate content.

Sending further messages is still possible.

Distribution KPIs

Impressions

The number of times any content from your channel entered a person's screen.

Impressions by type

Breakdown of the content of your channel by paid (boosted via ad), non-viral (direct distribution from the page to a fan), and viral (distributed via the actions of friends, friends of friends, and so on).

Paid impressions

The number of impressions from advertisements (part of Impressions).

Organic impressions

The number of impressions from non-paid distribution (part of Impressions).

Viral impressions

The number of impressions from viral distribution (e.g. friends, and friends of friends' actions).

This falls under 'Organic impressions'.

Non-viral impressions

The number of impressions delivered directly to the fan's timeline.

This falls under 'Organic impressions'.

Viral amplification

Calculated as a multiplication factor of the viral impressions over the paid and non-viral impressions of your page posts. I.e. viral amplification of '2.25' means that the pages got 2.25 times more viral impressions than paid and non-viral.

Frequency

This KPI shows how many times a single user sees a post on average.

Frequency (distribution)

How many times people saw a specific piece of content.

Reach

The number of people who had a post from your channel enter their feed.

Reach by type

Breakdown of the people reached by your channel through paid (boosted via ad), non-viral (direct distribution from the page to a fan), and viral (distributed via the actions of friends, friends of friends, and so on) distribution.

Paid reach

The number of people reached with advertisments.

This falls under 'Reach'.

Organic reach

The number of people reached via non-paid distribution.

This falls under 'Reach'.

Viral reach

The number of people reached via viral distribution (e.g. distributed via the actions of friends, friends of friends, and so on).

This falls under 'Organic reach'.

Non-viral reach

The number of fans reached directly from the channel. This falls under 'Reach'. This falls under 'Organic reach'.

Reach by country, city & language

The number of people who have seen posts associated with your page by country, city, and language.

Reach by age & gender

The number of people who saw posts associated with your page, grouped by age and gender. This number is an estimate.

Channel profile views

The total number of times a page's profile has been viewed.

Channel views by logged in/out

The number of times a channel's profile has been viewed by logged-in and logged-out people.

Video views KPIs

Video views (3s)

The number of times your channel’s videos were played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.

This count includes views from autoplayed videos and from manual clicks on videos.

Immediate replays are not counted as a video view.

Paid video views (3s)

The number of promoted video views (part of Video Views).

Organic video views (3s)

The number of video views of non-paid posts.

Video views (10s)

The number of times your channel's videos played for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds.

Immediate replays are not included.

Video views (30s)

The number of people who viewed your channel's videos for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds.

Immediate replays are not included.

Video view time

The total time in minutes that your channel's videos were viewed.

Video viewers

The number of people who viewed your channel's videos for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.

Immediate replays are not included.

Video views by type

Breakdown of video views (for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds) by paid and organic.

Organic includes fan video views and viral (friends of friends) video views.

This count includes views from autoplayed videos and from manual clicks on videos.

Immediate replays are not counted as a video view.

Repeated video views

The number of times your channel's videos were replayed for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.

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