Knowledge Base/Social/Social Metrics

Facebook Metrics

Nate Baker
posted this on October 28, 2011 03:29 PM


Facebook: Facebook Metrics

Social > Facebook Metrics


Raven uses the Facebook Insights API to track metrics for authorized Facebook Pages, including likes, people talking about your page and reach. If you have Google Analytics set up for your website, you can also view the number of daily visits to your website from your Facebook Page.

This section of Raven is only for viewing metrics related to Facebook. For management of Facebook pages, including posting messages, sharing links and responding to comments – all without leaving the Raven Tools system – you should see Facebook Manager or Social Stream for more information.


The summary section of Facebook Metrics displays data from three different sections: Facebook Metrics, Summary and Page Posts.

Facebook Metrics

When viewing the Summary section in Social > Facebook Metrics, a total of six metrics are displayed at the top of the page, including change over time for each metric:

  • Total Likes: The aggregate number of likes for your Page and content.
  • Total Page Fans: The number of unique people who like your Page.
  • People Talking About This: The number of unique people who have created a story about your Page. A story is created when someone likes your Page; posts to your Page Wall; likes, comments on or shares one of your Page posts; answers a question you posted; responds to your event; mentions your Page; tags your Page in a photo; checks in at your Place; or recommends your Place.
  • Weekly Total Reach: The number of unique people who have seen any content associated with your Page. This includes ads and sponsored stores that point to your Page.
  • Visits: The total number of visits to your website where Facebook is the referring domain. This data comes from Google Analytics.

Summary Chart


This chart shows the total number of people the Page has reached during the previous week for any given day, as well as the total number of people who have talked about the Page during that week. Hover over each data point to see the exact number for reach or people talking about this in a given day. Either metric can be removed from the graph by clicking the metric in the legend.

Page Posts


This table lists the posts made by your Page in the specified date range, as well as each post’s type and other metrics. Clicking the title of the post will open that original post in Facebook. The following columns are displayed in this section:

  • Date: The day and month for when the item was posted to your Facebook timeline.
  • Post: The text (if applicable) of the post, including an icon showing what kind of post it is: photo, link, status update, video or other application.
  • Likes: The number of unique people who have liked your post.
  • Comments: The number of comments on your post, including multiple comments by the same user.
  • Reach: The number of unique people who have seen your post.
  • Engaged Users: The number of unique people who have clicked on your post.
  • Talking About This: The number of unique people who have created a story from your Page post.
  • Virality: The percentage of people who have created a story from your Page post out of the total number of unique people who have seen it.

Users can add or remove columns from this table by clicking the Display Settings icon. To save this data as a CSV export or PDF report, as well as change the pagination for results per page, click the Table Settings icon.


Clicking the Likes option in the left menu brings up three choices: Page Fans, People Who Like Your Page and Where Your Likes came From.

Page Fans


This chart displays your total number of people who have liked your page over its entire lifetime, as well as new likes per day and unlikes per day. To see an exact metric for each day, hover your mouse over the data point you'd like more information on. All metrics can be removed from the graph by clicking the metric in the legend.

People Who Like Your Page


This section displays aggregated demographic data about the people who like your Page based on the the age and gender information provided in their Facebook user profiles. You can toggle either gender's bar on or off by clicking either Male or Female in the legend. In addition to the chart at the top of the section, this area also breaks downs your Page likes by country, city and language. These metrics are reported by users in their own Facebook profiles

Where Your Likes Came From


This page in the Likes section displays the sources from where people have liked your Page. This breaks down into multiple sources, including Page Profile, Page Browser, Recommended Pages, Timeline, Mobile, Search and more. The sources are representative of where users found your page to like it.


Reach is a metric devised by Facebook to tell you how many people saw your post, either in a browser or using a mobile device (including Facebook apps for Android, iOS and other smartphones). The Reach section in Raven averages that data to give you an overall understanding of who your Facebook posts are reaching.

Who You Reached


This bar graph represents the total number of users who saw any content associated with your Page, broken down by gender and age bracket. To see more specific numbers for either gender, hover your mouse over the blocks. Either gender's bar can be removed by clicking the legend.

How You Reached People


This graph shows how many people saw any content about your Page, broken down by how many times each person viewed the content during the date range you have specified. All metrics can be added or removed from the graph by clicking each metric in the legend.

Visits to Your Page


This line graph shows the total number of times the Page was viewed, as well as the total number of unique people who visited your page. In addition to the graph, page views are also broken down into Tabs and External Referrers. Tabs tells you what parts of your Facebook page people are clicking on, while External Referrers tells you where these views are coming from, outside of Facebook.

Talking About This

There are two types of Talking About This metrics – one for Pages and one for Page Posts. The Talking About This section refers to the overall Pages version of the metric, which calculates data based on how many people interacted with your Page in such a way that a story was created, whether it was through liking the Page, commenting on a post, mentioning your Page or another user posting on your Timeline.

Who Is Talking About Your Page


This chart indicates the total number of people who have talked about your Page, broken down by gender and age bracket. More information on each gender/age combination by hovering your mouse over the block in question.

How People Are Talking About Your Page


This is the total number of people who talked about your Page, broken down by Story Type. Story Types are the different ways that users can interact with your Facebook Page, including Page Likes, Stories From Your Posts, Posts by Others and Mentions and Photo Tags:

  • Page Likes: An individual Facebook user, clicking the like button on your page. Page Likes replaces the deprecated term Facebook Fans and can be considered interchangeable.
  • Stories From Your Posts: Stories are created when Facebook users interact with posts. This metric only shows interactions with your own posts, including liking, sharing and commenting.
  • Posts by Others: The Posts by Others metric calculates story data relevant to posts the non-admin users make on your Facebook Page.
  • Mentions and Photo Tags: This metric only counts instances when users tag your Facebook page in posts made on their personal pages or in photographs. Mentions of your page without using the Tag feature are not counted.

Each point represents the number of unique people in the seven-day period ending with that day. Below the chart are two breakdowns of Talking About data: by country and by language. More data from each table can be viewed by clicking through the page buttons.

Referral Traffic


If you have Google Analytics set up for the website you’re managing and have synced that Google Analytics information with Raven, this chart will automatically pull in data showing the number of daily visits to your website from your Facebook Page.


Date Range


All of the data shown in Facebook Metrics is in relation to the date range that has been selected for your account. Users can choose a custom range or pick a preset to change the days you're pulling data for. The presets are as follows:

  • This Week (Sunday - Today)
  • This Week (Monday - Today)
  • Last 7 Days
  • Last Week (Sunday - Saturday)
  • Last Week (Monday - Sunday)
  • Last Business Week (Monday - Friday)
  • Last 14 Days
  • This Month
  • Last 30 Days
  • Last Month
  • Custom Date

By default, the percentage of change is compared against a preceding period with the same number of days. For example, Oct. 1 to Oct. 15 is compared against the previous 14-day period, Sept. 16 to Sept. 30. Nov. 1 to Nov. 30 is compared against the previous 29-day period (Oct. 2 to Oct. 31). Keep in mind that Facebook's API limits date ranges to 90 days total.

When choosing a custom date, however, users have the option of selecting a custom date range or choosing presets: Last Period, Last Month or Last Year.

Event Manager


If you are using the Raven Tools Event Manager to track campaign events for a website, Facebook Metrics pulls information about those Events into its Summary, Likes, Reach, Talking About This and Referral Traffic data charts. For example, if you sent out an e-mail newsletter, you could create an Event in the Event Manager with the date of the e-mail newsletter. If the e-mail newsletter links to a Facebook account, you could analyze that date in the Facebook Metrics charts for correlations.

You can toggle whether or not Events display in Facebook graphs by choosing an option from the Events dropdown menu. You can choose to display All Events, No Events or only events with a certain tag.

Reporting and Exporting

Export "Page Posts" to CSV


Only Page Posts data can be exported to CSV from Raven. You can export this data by following these directions:

  1. Click the Summary tab at the top of the Facebook Metrics sidebar.
  2. Scroll to Page Posts and click the Table Options icon. This menu also includes pagination settings, allowing you to increase the amount of results displayed.
  3. Click Save to CSV to export a table with all of the content currently being viewed in your table. To display fewer columns, change the display settings in Raven by clicking the Display Options icon.
  4. Open or save the CSV file that Raven Tools generates from your chosen settings.

Build PDF Quick Report


To build a PDF report from within the Facebook Metrics tool:

  1. Click on the Tool Options button and select Create PDF Report.
  2. Open or save the PDF report that Raven Tools automatically generates from clicking the icon. Keep in mind that Raven will create a report based on the settings that are currently active, including any changes in display options.

Report Wizard

To add Facebook data to your report, navigate to Reports > Report Wizard and either create a new report or edit an existing one. You can find the "Facebook" reporting module under the "Social" section in the Report Options section. Click the plus icon to add the module, which can then be dragged and dropped elsewhere in the report.

Once you've added the report module, you are able to modify several fields:

  1. Title: The title of the report section.
  2. Facebook Account: It is required that users choose a Facebook account from this dropdown menu. If a Facebook page is not chosen, your report will not contain data.
  3. Facebook Metrics: Select or deselect the metrics that you'd like to see in your Report. You've given the choice of including all or some of these metrics: Summary, Likes, Reach, Talking About This, Referral Traffic.
  4. Start Date: The point that you'd like for your report to start at.
  5. End Date: The point that you'd like for your report to end at.
  6. Summary: A block of text that can be displayed at the top of the report.
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