Facebook metric descriptions
When you connect your Facebook account to Analyze, we will backfill the page data for the last six months and native post data for the previous 30 days.
The table below describes each metric that appears within Buffer's analytics. All metrics are pulled from Facebook's Graph API.
- Looking for basic post metrics instead? Check out our guide to sent posts metrics within the Publish dashboard.
- Seeing conflicting information? Checkout the article: Why your data in Buffer might differ from your native analytics
| Posts | The number of posts sent. |
| Page & Post Engagements |
The total number of times people interacted with your posts, pulled from Facebook's Note: This is a broader count than Meta Business Suite's "Content interactions," which only counts reactions, comments, shares, saves, and replies. If you're comparing this number to Meta, expect Buffer's figure to be higher — sometimes significantly so for image- or video-heavy pages. |
| Engagement Rate | The percentage of impressions that resulted in an engagement (total number of comments, clicks, shares and reactions divided by the number of impressions). This is organic data only (organic clicks and organic impressions). Paid metrics are not included. |
| Reactions | The number of reactions your posts received. |
| Shares | The number of times your posts were shared. |
| Comments | The number of comments on your posts. |
| Post Clicks | The number of clicks your posts received. This number includes clicks on the post, links, images or videos and multiple clicks by one user. It includes any link that takes a user away from Facebook. |
| New Fans | The number of fans you've gained or lost. Fans are people who have specifically "liked" your page. Fans does not include followers. (If you "Like" a page, you automatically follow it, but you can follow a page without liking it). |
| Total Fans | Your total number of fans. Fans are people who have specifically "liked" your page. Fans does not include followers. |
📝 Due to recent updates from Meta, we are no longer able to ingest the following data for Facebook Pages:
- number of post clicks
- organic impressions
- engaged users
- gender or age demographics.
However, paid data is not impacted by this change and we are still able to ingest paid impressions, paid reach, and paid link clicks.