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Facebook Metrics

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.
Stories:

-To access the history, it's essential that each page connected to Metricool has Story Archive enabled. Learn how to "Turn story archive on or off on Facebook".

-Stories created as reposts of posts (your own or others') are not accessible via Facebook’s API. You can only access stories created directly by the connected account.

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 · DEMOGRAPHICS · CLICKS ON PAGE · POSTS · REELS · STORIES · COMPETITORS

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.

Posts published in the period

Displays the posts published within the selected period. The data corresponds to the accumulated performance of each post, from its publication date until yesterday. The period filter only determines which posts are included in the view, not the range of the analyzed data.

✅ SUMMARY

Engagement: See section What is engagement?.
Interactions: Total number of interactions that occurred on all posts included in the selected time range (reactions, shares, clicks, and comments).

👀 Metricool includes total interactions: organic + paid + viral (data generated when a post is shared, including reactions, impressions, reach, and shares. Comments are not included, as they remain only on the page post). On the public Facebook page, only organic + paid data are shown, but in the Facebook Insights section, you can download a CSV for Excel where you’ll find total reactions just as shown in Metricool.

Average reach/post: Average number of people reached with your posts. The average is calculated across the number of posts. Includes both organic and paid data (except other types of promotions, such as ads).
Impressions: Total number of times your posts were displayed. Adds up organic and paid data.
Posts: Total number of posts included in the selected period.

✅ INTERACTIONS

Reactions: Total number of reactions on posts (Like, Love, Angry, etc.).
Comments: Total number of comments on posts.
Shares: Number of times the posts were shared.
Clicks: Total number of clicks on posts.
Posts: Total number of posts included in the selected period.
Reactions per post, Comments per post, and Shares per post: Average number of interactions per post included in the period.
Daily reactions, Daily comments, and Daily shares: Average number of interactions per day within the selected period.

✅ TYPES

In this section of the metrics, you can see in a chart or table whether interactions occurred on links, images, events, or videos in your posts.

✅ IMPRESSIONS

This chart shows organic and promoted impressions. You can also view it as a table.

✅ POST LIST

Type: Type of post: link only, video, or image.
Date: Date the post was published.
Reactions: Total number of reactions to the post (Like, Love, etc.). Also includes paid and viral data. If your post was shared and those shared posts also received reactions, they are reflected in Metricool’s data.
Comments: Total number of comments on the posts. Also includes paid and viral data.
Shares: Number of times the post was shared.
Clicks: Total number of clicks on the post.
Link clicks: Total number of clicks on the link added to the post.
Impressions: Total number of times each post was displayed. Adds up organic and paid data. Below the figure, you can see a bar indicating organic and promoted impressions.
Reach: Total number of people reached with each post. Adds up organic and paid data. Below the figure, you can see a bar indicating organic and promoted reach.
Views: Total number of times the video in the post was played. This metric includes plays starting from 3 seconds or almost entirely if the video is shorter. During a single playback instance, repeat views are excluded. Below the figure, you can see a bar indicating organic and promoted views.
Watch time: Average time the post’s video was watched.
Engagement: See section What is engagement?.
Spend: If the post was promoted, total amount spent.

Reels in the period

Displays the Reels published within the selected period. The data corresponds to the accumulated performance of each Reel, from its publication date until yesterday. The period filter only determines which Reels are included in the view, not the range of the analyzed data.

✅ SUMMARY

Engagement: See section What is engagement?.
Interactions: Total number of organic interactions during the period. Includes Likes, Comments, and Saves.
Average reach/reel: Average number of people reached with your Reels. The average is calculated across the number of Reels.
Video views: Total number of video views. Repeat views are not included; only initial plays are available via API.
Reels: Total number of Reels included in the selected period.

✅ INTERACTIONS

Likes: Total number of likes on Reels.
Actions: Represent the number of comments and the number of times a Reel was shared.
Reels: Total number of Reels included in the selected period.

✅ REEL LIST

Date: Date the Reel was published.
Views: Total number of times the video was played. This metric includes plays starting from 3 seconds. Repeat views are not included; only initial plays are available via API.
Reach: Reach obtained on the video.
Likes: Likes received on the video.
Actions: Number of comments and number of times the Reel was shared.
Engagement: See section What is engagement?.

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: See section What is engagement?.

✅ 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.

ℹ️ What is engagement?

Engagement measures how users interact with your content in relation to how visible or far-reaching it is.

In Metricool, you can choose between different calculation formulas.

Note: The engagement of competitors is calculated differently from your own account. We recommend adding your own account as a competitor to make the data comparable.

Learn more here.

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

Updated on: 21/10/2025

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