Facebook

The data on Facebook is organic + paid.

In addition to scheduling and auto-publishing, you can also boost your Facebook posts from Metricool. Find the information here.

You can review ad campaigns (both on Instagram and Facebook) in the Facebook Ads analytics. We recommend specifying the social network in your campaign name for easy identification. If you manage multiple clients, Facebook recommends having an advertising account for each client.

For more details, refer to "Differences between boosted posts and ads".

👀 Considerations

Reach: Reach refers to unique users. In the case of Facebook, it is counted once (although they specify it's an estimate). In Metricool, we receive reach data per day, meaning it's aggregated data (the total would be the sum of each day). This can be distorted if the same user visits multiple posts, as it would no longer be unique. That's why we display the data as an average, as it aligns more with reality. The recommendation would be to review impressions to see total data.
Interactions: Metricool includes total interactions: organic + paid + viral (data generated by sharing the post, including reactions, impressions, reach and shares. Comments do not, that stays only in the post on the page. ) On the public Facebook page only organic + paid are shown. But in the Facebook statistics section you can download a CSV for Excel where you can see the total reactions as we show them in Metricool.
Story history: To access, it is essential that each page connected to Metricool has the "story archiving" feature enabled. Refer to "Turn your Facebook story archive on or off" for guidance.
Post date: Facebook allows you to edit the publication date; however, the Meta API provides them with the original publication date, which is how they will be displayed in the Metricool post list. (You can check the original date on the clock icon of the post on the Facebook page).

Below, you can check all the available metrics for your Facebook page.

Page Overview

✅ GROWTH

Likes: Total number of page likes received at the end of the period selected.
Followers: Total number of followers received at the end of the period selected.
Impressions: Total number of page impressions, including impressions from posts, reels, and stories during the selected time period (organic + paid data).
Page Visits: Number of times your Fan Page has been viewed.
Total content: Number of publications in the period selected, including posts + reels + stories.
Likes: Likes growth in the period selected.
Daily Likes, Likes per post, Page views per day, Posts per day and Posts per week: Average between the data and the selected time range.

💡 If you hover over the arrow icon next to the numbers, it will show you the variation of the current period with respect to the previous period. For example, if you select a week, the result will compare to the previous 7 days.



✅ BALANCE OF LIKES

The Likes balance records data from all the actions that our followers take with the 'Like' button on the page in the time span selected. If a follower, for example, unlikes and then likes us again, it would count as two Likes. Keep in mind that there are likes that are lost when Facebook cancels accounts or blocks them; they won't appear recorded in the balance but do affect the total number of likes you have on the page

This metric is meant to analyze the reaction of our community to our publications and see which days we have achieved the most likes.

Acquired: Likes acquired in the period selected.
Lost: Likes lost in the period selected.
Total content: Total number of publications in the period selected, including posts + reels + stories.

✅ PUBLICATIONS VIEWED IN THE PERIOD

This section collects data on publications that have generated visits in the selected period, regardless of when they were published.
Data for reels or stories is not included.

Impressions: Total number of times our publications have been shown in the selected period.
Reactions: Total number of reactions to our publications within the selected period (I like it, I love it, I am angry, etc.).

Demographics

In this section, followers by country, followers by city, and followers by language are displayed. Facebook will only generate this data starting from 100 followers. Percentages can be viewed as a chart or table.

✅ CLICKS ON PAGE

Clicks on the page include posts + reels data.

Total Clicks: Sum of the number of clicks on the call-to-action button in the header of our fan page (sign up, call, message, donate, etc. This depends on what is configured on our Facebook page) and the number of clicks on the link to our website within the Facebook page.
Page Visits: Number of visits to our Facebook page.
Posts: Number of posts published in the period selected.

Publications in the period

✅ OVERVIEW

Engagement: Engagement of our publications. The engagement rate is the number of interactions per 100 or 1000 people reached, depending on the formula you have set. In this post you can find more information.

Interactions: Total number of interactions that our posts published in the period selected have received. That is, reactions, shares, clicks and comments.

👀 Metricool includes total interactions: organic + paid + viral (data generated by sharing the post, including reactions, impressions, reach and shares. Comments do not, that stays only in the post on the page. ) On the public Facebook page only organic + paid are shown. But in the Facebook statistics section you can download a CSV for Excel where you can see the total reactions as we show them in Metricool.

Avg. reach per post: Average number of people reached by our publications. The average is calculated by the number of posts. It includes both organic and paid data (except for other type of promotions, such as ads)
Impressions: Total number of times that our publications have been displayed. It adds up organic and paid data.
Posts: Total number of publications in the period selected.

✅ INTERACTIONS

Reactions: Total number of reactions towards the posts published in the period selected. (Like, Love, Haha, Wow, Sad and Angry)
Comments: Total number of comments on posts published in the time range selected.
Shared: how many times our posts have been shared within the selected period.
Clicks: How many times our posts have been clicked.
Posts: Posts published in the period selected.
Daily Reactions, Reactions per post, Daily Comments, Comments per post, Shares per day and Shares per post: average between the data and the selected time range.

✅ TYPES
You can see as a graph or as a table whether interactions have been made on links, images or videos in your posts.

✅ IMPRESSIONS

This graph shows you the organic and promoted impressions. You can also see it in table.

✅ LIST OF POSTS

Type: Type of post: with link only, with video or with image.
Date: Publication date.
Reactions: Total number of reactions received by each post: Like, Love, Haha, Wow, Sad and Angry. It includes organic, paid and viral. By viral, we mean the reactions received when other users share our post.
Comments: Total number of comments on each publication. Includes paid and viral content.
Shares: Number of times that the publication has been shared.
Clicks: Total number of clicks on each publication.
Link Clicks: Clicks on the link included in each publication.
Impressions: How many times your publications have been displayed. It considers the organic and paid data.
Reach: Number of people who have been reached on each publication. It considers the organic and paid data.
Video views: The number of times your video was watched for at least 3 seconds, or for nearly its total length, whichever happened first. During a single instance of a video playing, we’ll exclude replays.
Video time watched: Average time videos have been played.
Engagement: Engagement of our publications. The engagement rate is the number of interactions per 100 or 1000 people reached, depending on the formula you have set. In this post you can find more information.
Spent: if the post is promoted, total spent incurred.

Reels in the period

✅ SUMMARY

Engagement: Engagement of each publication. Engagement is defined as interactions received per 100 or 1000 people reached, depending on the formula you have set. In this post you can find more information.
Interactions: total interactions for the period. Total number of Likes, Comments and Saves.
Average reach/reel: Average number of people reached with our Reels. The average is made between the number of Reels.
Video views: total number of video views. Replays are not included. Only initial reel plays are available by API.
Reels: total number of Reels in the selected period.

✅ INTERACTIONS

Likes: total number of Likes on the Reels in the selected period.
Shares: represent the number of comments and the number of times a reel has been shared.
Reels: total number of Reels in the selected period.

✅ LIST OF REELS

Date: date of publication of the reel.
Plays: total number of times the video has been played for at least 3 seconds. Replays are not included. Only initial reel plays are available by API.
Reach: reach of the video.
Likes: likes of the video.
Shares: number of comments and number of times the reel has been shared.
Engagement: Engagement achieved by the reel. Engagement is defined as interactions received per 100 or 1000 people reached, depending on the formula you have set. In this post you can find more information.

Stories published in period

Stories: Total number of stories in the selected period.

⚠️ To access the story history, it is essential that each page connected to Metricool has the "story archiving" feature enabled. Refer to "Turn your Facebook story archive on or off" for guidance.

✅ LIST OF STORIES

Date: Date of story publication.
Type: Format type (video or photo).

Competitors

✅ LIST OF COMPETITORS (SHORT MENU)

Followers: Total number of followers on the competitor's page.
Likes: Total number of likes on the the competitor’s page (Reels not included).
Posts: Total number of publications in the period selected
Reactions: Average number of reactions on all the posts published in the period selected.
Comments: Average number of comments on posts published by the competitors in the period of time selected.
Shares: Average number of times our competitor’s posts have been shared in the time range previously selected.
Engagement: The engagement formula for competitors is as follows: Avg. Interactions (reactions, shares, comments)/ # followers * 100 or 1000, depending on the formula you have set. In this post you can find more information.

✅ LIST OF COMPETITORS (MENU 'MORE STATISTICS')

Growth: Evolution of Followers and Likes along with the publications in the selected period (Reels not included).
Interactions: Reactions, comments, shared and posts evolution.
Posts: List with all the posts published in the period selected with the following information: date, reactions, comments, shares and engagement.

How to create a marketing strategy? Check out our Facebook tutorial here.

Updated on: 24/03/2025