| Category | Field | Code | Description |
|---|
|
| PAGE LIKES | Total likes | page_fans | The total number of people who have liked your Page |
| New likes | page_fan_adds | The number of new people who have liked your Page |
| Page followers | page_followers | Number of page followers |
| New likes (unique users) | page_fan_adds_unique | The number of new people who have liked your Page |
| Unlikes | page_fan_removes | |
| Unlikes (unique users) | page_fan_removes_unique | The number of Unlikes of your Page (Unique users) |
| Net likes | NetFanGrowth | New likes minus unlikes |
| Net likes growth rate | FanGrowthRate_perc | Growth rate of your page likes |
| Likes churn rate | FanChurnRate_perc | |
| Page likers (fans) online per day | page_fans_online_per_day | The number of your fans who saw any posts on Facebook on a given day |
|
| REACH | Total reach | page_impressions_unique | The number of people who have seen any content associated with your Page |
| Organic reach | page_impressions_organic_unique | The number of people who saw any unpaid content from your Page or about your Page in News Feed or on visits to your Page |
| Paid reach | page_impressions_paid_unique | Number of people who saw a sponsored story or Ad about your Page |
| Viral reach | page_impressions_viral_unique | The number of people who saw your Page or one of its posts from a story published by a friend. These stories include liking your Page, posting to your Page's Timeline, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place |
| Non-viral reach | page_impressions_nonviral_unique | The number of people who had any content from your Page enter their screen. This does not include content created about your Page with social information attached. As a form of organic distribution, social information displays when a person's friend interacted with you Page or post. This includes when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page |
| % of reach from organic | OrganicReachPerc | The number of people who had any content from your Page or about your Page enter their screen through unpaid distribution |
| % of reach from paid | PaidReachPerc | The number of times any content from your Page or about your Page entered a person's screen through paid distribution such as an ad |
| % of reach from viral | ViralReachPerc | The number of times any content from your Page or about your Page entered a person's screen with social information attached |
| % of reach from non-viral | NonViralReachPerc | The number of times any content from your Page entered a person's screen |
| Total reach of posts | page_posts_impressions_unique | The number of people who saw any of your Page posts |
| Paid reach of posts | page_posts_impressions_paid_unique | |
| Organic reach of posts | page_posts_impressions_organic_unique | |
| Viral reach of posts | page_posts_impressions_viral_unique | |
| Non-viral reach of posts | page_posts_impressions_nonviral_unique | |
| People visiting your page | page_views_unique | Page Views from users logged in to Facebook |
| Reach div. by page likers (fans) | FansReachedPerc | Reach divided by likes of your page |
| Viral reach amplification % | ViralReachAmplification | Rate at which your reach was amplified by viral reach |
| Non-viral reach amplification % | NonViralReachAmplification | Rate at which your reach was amplified by non-viral reach |
| Post reach (page likers [fans] only) | post_impressions_fan_unique | |
| Post impressions (page likers [fans] only) | post_impressions_fan | |
|
| ENGAGEMENT & SHARING | Engaged users | page_engaged_users | The number of people who engaged with your Page. Engagement includes any click |
| Engagement rate (% of reached people who clicked) | EngagedUserPerc | Percent of reached people who engaged with your page or post |
| Positive actions | page_positive_feedback | The number of times people took a positive action |
| People taking positive actions | page_positive_feedback_unique | |
| Page post engagements | page_post_engagements | The number of times people have engaged with your posts through likes, comments and shares and more |
| Likes | page_likes | |
| Shares | page_shares | |
| Comments | page_comments | |
| Negative actions | page_negative_feedback | The number of times people took a negative action (e.g., un-liked or hid a post) |
| People taking negative actions | page_negative_feedback_unique | The number of people who took a negative action (e.g., un-liked or hid a post) |
| Negative action rate (% of reached people who took negative action) | NegativeActionRate_perc | Rate of negative actions (eg. unlike, post hide) relative to reach |
| Content clicks | page_consumptions | The number of times people clicked on any of your content |
| People clicking your content | page_consumptions_unique | The number of people who clicked on any of your content |
| Content stories | page_stories | The number of stories created about your Page (Stories) |
|
| POST ACTIONS | Likes on post | post_likes_on_post | |
| Likes on post shares | post_likes_on_shares | |
| Comments on post | post_comments_on_post | |
| Comments on post shares | post_comments_on_shares | |
| Top-level post comments | post_comments_toplevel | |
| Shares on post | post_shares_on_post | |
| Shares on post shares | post_shares_on_shares | |
| Post link clicks | post_link_clicks | |
| Post unique link clicks | post_link_clicks_unique | |
| Post other clicks | post_other_clicks | |
| Post unique other clicks | post_other_clicks_unique | |
| Post photo views | post_photo_views | |
| Post unique photo views | post_photo_views_unique | |
|
| POST REACTIONS | Total post reactions | post_reactions_total | Total post reactions by type |
| Post reactions: like | post_reactions_like | Total "like" reactions of a post |
| Post reactions: love | post_reactions_love | Total "love" reactions of a post |
| Post reactions: wow | post_reactions_wow | Total "wow" reactions of a post |
| Post reactions: haha | post_reactions_haha | Total "haha" reactions of a post |
| Post reactions: sad | post_reactions_sorry | Total "sorry" reactions of a post |
| Post reactions: angry | post_reactions_anger | Total "anger" reactions of a post |
| Post reactions: thankful | post_reactions_thankful | |
| Post reactions: pride | post_reactions_pride | |
|
| CONTENT IMPRESSIONS | Total page views | page_views | Number of times any tabs (e.g. Timeline, photo) of page's profile has been visited |
| Total impressions | page_impressions | The total number of impressions seen of any content associated with your Page |
| Paid impressions | page_impressions_paid | The number of impressions of a Sponsored Story or Ad pointing to your Page |
| Organic impressions | page_impressions_organic | The number of times people saw any unpaid content from your Page or about your Page in News Feed or on visits to your Page |
| Viral impressions | page_impressions_viral | The number of impressions of a story published by a friend about your Page. These stories include liking your Page, posting to your Page's Timeline, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place |
| Non-viral impressions | page_impressions_nonviral | The number of times your Page's posts entered a person's screen. This does not include content created about your Page with social information attached. Social information displays when a person's friend interacted with you Page or post. This includes when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page |
| Total impressions of posts | page_posts_impressions | The number of times your Page's posts entered a person's screen. Posts include statuses, photos, links, videos and more |
| Paid impressions of posts | page_posts_impressions_paid | The number of times your Page's posts entered a person's screen through paid distribution such as an ad |
| Organic impressions of posts | page_posts_impressions_organic | The number of times your Page's posts entered a person's screen through unpaid distribution |
| Viral impressions of posts | page_posts_impressions_viral | The number of times your Page's posts entered a person's screen with social information attached. Social information displays when a person's friend interacted with you Page or post. This includes when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page |
| Non-viral impressions of posts | page_posts_impressions_nonviral | The number of times your Page's posts entered a person's screen. This does not include content created about your Page with social information attached. Social information displays when a person's friend interacted with you Page or post. This includes when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page |
|
| VIDEO VIEWS | Organic complete video views | post_video_complete_views_organic | The number of times your videos played from the beginning to 95%, or more, of its length, by organic reach |
| Unique organic complete video views | post_video_complete_views_organic_unique | The number of people who viewed your videos from the beginning to 95%, or more, of its length, by organic reach |
| Paid complete video views | post_video_complete_views_paid | The number of times your promoted videos played from the beginning to 95%, or more, of its length |
| Unique paid complete video views | post_video_complete_views_paid_unique | The number of people who viewed your promoted videos from the beginning to 95%, or more, of its length |
| Total video views | page_video_views | Total number of times page's videos have been viewed for more than 3 seconds |
| Unique video views | page_video_views_unique | Total number of times page's videos have been played for unique people for more than 3 seconds |
| Organic video views | page_video_views_organic | Total number of times page's videos have been viewed for more than 3 seconds by organic reach |
| Paid video views | page_video_views_paid | Total number of times page's promoted videos have been viewed for more than 3 seconds |
| Auto-played video views | page_video_views_autoplayed | The number of times your videos automatically played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds |
| Clicked to play video views | page_video_views_click_to_play | The number of times your videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds, after people clicked play |
| Total video views with sound on | post_video_views_sound_on | Number of times your video was viewed with sound on for 3 seconds or viewed to the end, whichever happened first |
| Total video view time (s) | post_video_view_time | The total number of seconds your video was watched, including replays and views less than 3 seconds. Returns 0 for reshared videos |
| Organic video view time (s) | post_video_view_time_organic | The total time, in milliseconds, your videos played by organic reach. Returns 0 for reshared videos |
| Paid video view time (s) | post_video_view_time_paid | The number of times your promoted videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds |
| Avg. video view time (s) | avg_post_video_view_time | The average time, in milliseconds, people viewed your videos. Only available for videos created after August 25th 2016 |
|
| VIDEO 30-SECOND VIEWS | Total 30s video views | page_video_complete_views_30s | Total number of times page's videos have been viewed for more than 30 seconds |
| Unique 30s video views | page_video_complete_views_30s_unique | The number of people who viewed your Page's videos for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds |
| Organic 30s video views | page_video_complete_views_30s_organic | The number of times your Page's videos played for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds, by organic reach |
| Paid 30s video views | page_video_complete_views_30s_paid | The number of times your Page's promoted videos played for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds |
| Auto-played 30s video views | page_video_complete_views_30s_autoplayed | The number of times your Page's automatically played videos played for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds |
| Clicked to play 30s video views | page_video_complete_views_30s_click_to_play | The number of times your Page's videos played for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds, after people clicked play |
| Watch 30s rate (%) | video_watch_30s_rate_perc | |
| Unique watch 30s rate (%) | video_watch_30s_rate_unique_perc | |
| Organic watch 30s rate (%) | video_watch_30s_rate_organic_perc | |
| Paid watch 30s rate (%) | video_watch_30s_rate_paid_perc | |
| Auto-played watch 30s rate (%) | video_watch_30s_rate_autoplayed_perc | |
| Clicked to play watch 30s rate (%) | video_watch_30s_rate_click_to_play_perc | |
|
| VIDEO 10-SECOND VIEWS | Total 10s video views | post_video_views_10s | The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first. Returns 0 for reshared videos |
| Unique 10s video views | post_video_views_10s_unique | The number of people who viewed your Page's videos for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds |
| Organic 10s video views | post_video_views_10s_organic | The number of times your Page's videos played for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds, by organic reach |
| Paid 10s video views | post_video_views_10s_paid | The number of times your Page's promoted videos played for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds |
| Auto-played 10s video views | post_video_views_10s_autoplayed | The number of times your Page's videos automatically played for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds |
| Clicked to play 10s video views | post_video_views_10s_click_to_play | The number of times your Page's videos played for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds, after people clicked play |
| 10s video views with sound on | post_video_views_10s_sound_on | |
| Watch 10s rate (%) | post_video_watch_10s_rate_perc | |
| Unique watch 10s rate (%) | post_video_watch_10s_rate_unique_perc | |
| Organic watch 10s rate (%) | post_video_watch_10s_rate_organic_perc | |
| Paid watch 10s rate (%) | post_video_watch_10s_rate_paid_perc | |
| Auto-played watch 10s rate (%) | post_video_watch_10s_rate_autoplayed_perc | |
| Clicked to play watch 10s rate (%) | post_video_watch_10s_rate_click_to_play_perc | |
|
| VIDEO REACTIONS (VIDEO-DIMENSIONS ONLY) | Total video reactions | video_reactions_total | |
| Video reactions: like | video_reactions_like | |
| Video reactions: love | video_reactions_love | |
| Video reactions: wow | video_reactions_wow | |
| Video reactions: haha | video_reactions_haha | |
| Video reactions: sad | video_reactions_sorry | |
| Video reactions: angry | video_reactions_anger | |
| Video reactions: thankful | video_reactions_thankful | |
| Video reactions: pride | video_reactions_pride | |
|
| CHECK-INS | Check-ins | page_places_checkin_total | The number of times people checked into a place |
| People checking in | page_places_checkin_total_unique | The number of people who checked into a place |
| Check-ins using mobile | page_places_checkin_mobile | The number of times people checked into a place using mobile phones |
| People checking in using mobile | page_places_checkin_mobile_unique | The number of people who checked into a place using mobile phones |
|
| REVIEWS/RECOMMENDATIONS | Rating | review_rating | Rating (1-5 stars) |
|
| MESSAGING INSIGHTS | Messaging connection count | page_messages_total_messaging_connections | The number of people who have sent a message to your business, not including people who have blocked or reported your business on Messenger |
| New conversations (unique) | page_messages_new_conversations_unique | The number of messaging conversations on Facebook Messenger that began with people who had never messaged with your business before |
| Blocked conversations count (unique) | page_messages_blocked_conversations_unique | The number of conversations with the Page that have been blocked |
| Reported conversations count (unique) | page_messages_reported_conversations_unique | The number of conversations from your Page that have been reported by people for reasons such as spam, or containing inappropriate content |
