What Does That Even Mean? Understanding Facebook Metrics (Part 2)

    Sam Mutimer

    Last time we covered “Total Page Impressions” and “Total Post Reach”, here. You might want to check that out first so that this week’s blog has some context!
    Now, we focus on the remaining most significant metrics, and again I will be using the Tassie Fires – We Can Help page as an example. These metrics are:

    o   “Total number of people who had viewed content”
    o   “Total page engagements”
    o   “Total page stories”

    “Total number of people who had viewed content”
    This metric describes the total number of people who have seen any content associated with your page (that is, any impressions). Therefore this statistic tells us how many individual, unique people had ‘seen’ something from the TFWCH page.
    Think of impressions like ‘images’ rather than the word ‘impressions’ – this statistic tells you how many people had the name Tassie Fires – We Can Help flash past their eyes while they were using Facebook. Perhaps they saw it in their newsfeed, or perhaps a friend commented on a post by TFWCH, or perhaps someone liked a photo that someone else had posted on the TFWCH page. Facebook says that if something from TWFCH appeared on their Facebook page, then they have ‘seen’ it.
    So this metric describes the number of unique, different people who had any content from the page appear to them in their newsfeed or ticker – but whether they definitely saw it or not cannot be guaranteed. To use an example from the TFWCH page, using this metric, it could be stated:
    “In the first 35 weeks of the page, 2,605,988 unique, different people had had content about TFWCH appear in their newsfeed or their ticker, although we cannot say for certain if all those people actually saw that particular content. But it certainly appeared on their Facebook page in some way or another”.
    “Total page engagements”
    This describes the total number of times people engaged with the TFWCH page by clicking on any of the content, but without generating a story. What does generating a story mean? We will talk about that in the next section.
    With this statistic, it can be known for certain that a higher level of engagement has occurred. Because the user has actually clicked on a post, it can be known that they have definitely seen it. They might click on it because it is a long status update and they cannot see the whole update and they would like to see more, or perhaps they would like to read the comments in response to that status update. Or perhaps there is a photo they want to look at closer, and therefore they click on it. Or perhaps a friend had commented on a TFWCH status update, so it appeared in their newsfeed, and they clicked on it to see what it was all about.
    So for TFWCH, there were 32,348,438 total page impressions in the first 35 weeks, but only 1,436,333 total page engagements. Therefore, we can know for sure that approximately 4% of the total page impressions ‘saw’ content… because they clicked on it!
    “Total page stories”
    The juiciest of them all. This one refers to the total number of stories created about the page. So this is where you need to know what ‘generating a story’ means.
    A “story” is generated when one of the following happens: a person likes a post, shares a post, comments on a post, likes a page itself, mentions the page within their own posts, or tags the page in a photo. If you do one of the aforementioned things, the fact that you have done so pops up on your friend’s newsfeeds. Voila! A story! Stories can stack on stories, meaning another story appears in people’s newsfeed, and will become even more visible and widespread.
    This metric is an even better indicator of engagement than “total page engagements”, as it identifies people who have not only clicked on content, but who have become even more involved by making a comment, or sharing. Each time a new story is created, it is included in this statistic.
    To use the results from TFWCH, by 35 weeks, 300,572 different page stories had been created. It is the goal for page stories to be created, in order to increase the reach of postings from the TFWCH page – creating page stories is how content on Facebook becomes “viral”.  So this metric is an important one to watch!

    Right! That’s it!  If you have any questions or found this helpful, please comment in the area below or contact us. Happy Facebooking! 

    Written by Melanie Irons