| Field | Code |
|---|
| |
| PAGE LIKES |
| Total likes | page_fans |
| New likes | page_fan_adds |
| Unlikes | page_fan_removes |
| Net likes | NetFanGrowth |
| Net likes growth rate | FanGrowthRate_perc |
| Likes churn rate | FanChurnRate_perc |
| Page likers (fans) online per day | page_fans_online_per_day |
| |
| REACH |
| Total reach | page_impressions_unique |
| Organic reach | page_impressions_organic_unique |
| Paid reach | page_impressions_paid_unique |
| Viral reach | page_impressions_viral_unique |
| % of reach from organic | OrganicReachPerc |
| % of reach from paid | PaidReachPerc |
| % of reach from viral | ViralReachPerc |
| People visiting your page | page_views_unique |
| Reach div. by page likers (fans) | FansReachedPerc |
| Viral reach amplification % | ViralReachAmplification |
| 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 |
| Engagement rate (% of reached people who clicked) | EngagedUserPerc |
| Positive actions | page_positive_feedback |
| People taking positive actions | page_positive_feedback_unique |
| Likes | page_likes |
| Shares | page_shares |
| Comments | page_comments |
| Negative actions | page_negative_feedback |
| People taking negative actions | page_negative_feedback_unique |
| Negative action rate (% of reached people who took negative action) | NegativeActionRate_perc |
| Content clicks | page_consumptions |
| People clicking your content | page_consumptions_unique |
| Content stories | 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 |
| Post reactions: like | post_reactions_like |
| Post reactions: love | post_reactions_love |
| Post reactions: wow | post_reactions_wow |
| Post reactions: haha | post_reactions_haha |
| Post reactions: sad | post_reactions_sorry |
| Post reactions: angry | post_reactions_anger |
| Post reactions: thankful | post_reactions_thankful |
| Post reactions: pride | post_reactions_pride |
| |
| CONTENT IMPRESSIONS |
| Total page views | page_views |
| Total impressions | page_impressions |
| Paid impressions | page_impressions_paid |
| Organic impressions | page_impressions_organic |
| Viral impressions | page_impressions_viral |
| |
| VIDEO VIEWS |
| Total video views | page_video_views |
| Unique video views | page_video_views_unique |
| Organic video views | page_video_views_organic |
| Paid video views | page_video_views_paid |
| Auto-played video views | page_video_views_autoplayed |
| Clicked to play video views | page_video_views_click_to_play |
| Total video views with sound on | post_video_views_sound_on |
| Total video view time (s) | post_video_view_time |
| Organic video view time (s) | post_video_view_time_organic |
| Paid video view time (s) | post_video_view_time_paid |
| Avg. video view time (s) | avg_post_video_view_time |
| |
| VIDEO 30-SECOND VIEWS |
| Total 30s video views | page_video_complete_views_30s |
| Unique 30s video views | page_video_complete_views_30s_unique |
| Organic 30s video views | page_video_complete_views_30s_organic |
| Paid 30s video views | page_video_complete_views_30s_paid |
| Auto-played 30s video views | page_video_complete_views_30s_autoplayed |
| Clicked to play 30s video views | page_video_complete_views_30s_click_to_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 |
| Unique 10s video views | post_video_views_10s_unique |
| Organic 10s video views | post_video_views_10s_organic |
| Paid 10s video views | post_video_views_10s_paid |
| Auto-played 10s video views | post_video_views_10s_autoplayed |
| Clicked to play 10s video views | post_video_views_10s_click_to_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 |
| People checking in | page_places_checkin_total_unique |
| Check-ins using mobile | page_places_checkin_mobile |
| People checking in using mobile | page_places_checkin_mobile_unique |
| |
| APPLICATION INSTALLATIONS |
| Total installations | application_installed_users |
| New installations | application_installation_adds |
| Removed installations | application_installation_removes |
| Net growth of installation base | NetInstallationGrowth |
| Net growth rate of installation base | InstallationGrowthRate |
| Installation base churn rate | InstallationChurnRate |
| Active users | application_active_users |
| Canvas page views | application_canvas_views |
| |
| APPLICATION USAGE |
| Likes created via app | application_like_adds |
| Likes removed via app | application_like_removes |
| Comments created via app | application_comment_adds |
| Photos added via app | application_photos |
| Shares created via app | application_shares |
| Status updates created via app | application_status_updates |
| Stream stories created via app | application_stream_stories |
| Blocks of the app | application_block_adds |
| Block removals | application_block_removes |
| |
| APPLICATION FB API USAGE |
| API calls | application_api_calls |
| API errors | application_api_errors |
| API error rate | FBAPIerrorRate |
| Canvas page HTTP errors | application_canvas_errors |