Sometimes it’s amazing what a Google search won’t yield. With all the changes going on on Facebook, it’s important to understand the definitions of the metrics they provide. Below are the definitions of the metrics provided when you export data from Facebook Insights at the Facebook post level:
Total Reach: Total FB Users who saw and/or interacted with this post.
Organic Reach: Total # of FB Users who saw and/or interacted with this post because they were fans
Paid Reach: Total # of FB users who saw and/or interacted with this post from an ad/sponsored story/sponsored post.
Viral Reach: Total # of FB Users who saw and/or interacted with this post because their friends interacted with the post
Total Impressions: Total # of times the post was displayed to users
Organic Impressions: # of times the post was displayed to users who were fans
Paid Impressions: # of times the post was displayed to users as an ad, sponsored story or sponsored post.
Viral Impressions: # of times the post was displayed to users who saw and/or interacted with this post because their friends interacted with the post
Engaged Users: Engaged Users is the number of people who have clicked anywhere on your post.
Talking About The Post: People Talking About This is the number of people who have created a story from your post. Stories include: Sharing, liking, or commenting on your post
Stories About The Post: Number of stories created about the post
Post Consumers: Total # of people who clicked on and viewed the photo.
Post Consumption: Total # of times the photo/link in the post was clicked on and viewed.