Content metrics measure the lifetime performance of posts that were published during the selected date range, including new activity since the selected date range.
Facebook offers content metrics natively in both the Content section its Insights tool and in its Ads Manager tool. Many of these metrics are also available in Measure, in addition to metrics that aren't available natively.
You can view the Insights API in Measure even without a connected Facebook ad account in Social Media Management.
Tip: While there are some paid Facebook content metrics available through the Insights API, there are many more available through the Ads Manager API. Connect your Facebook ad account to Social Media Management to access these metrics, including paid data from your Instagram ads.
Network Rules
How much historical data is available for Facebook content metrics?
When you connect a Facebook channel for the first time, Measure will backfill all posts and their content data from the past 15 days.
How often is Facebook content data refreshed?
Facebook content metrics will receive their first data refresh 15 minutes after a post's publication. Additional refreshes will occur at varying intervals for 14 days.
Facebook content metrics will also receive a data refresh 150 minutes after each new engagement on the post. These refreshes will continue for up to 28 days.
Lifetime data collection for a Facebook post is complete at 28 days after its most recent engagement.
Do Facebook content metrics include paid data?
Unless otherwise specified as paid, organic, viral, or non-viral, content metrics from Facebook's Insights API are delivered as a combined total of paid and organic data that cannot be broken down.
These metrics do not include paid Instagram data for any post type except video posts. They also do not generate platform placement icons on a post's Promoted banner, and they are not compatible with Measure's Meta Platforms filter. To view this information, please use Ads Manager metrics instead.
Note: Whenever an Insights metric and an Ads Manager metric share a name, the Ads Manager metric will say (Ads) so you can differentiate the two. See the example widgets below showing paid impressions vs. paid impressions (Ads):
Metrics Rules
* = Metrics available in Measure but not natively
Metric | Definition | Post Types |
Anger (shares)* | The lifetime number of anger reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Avg. watch time (min)* | The lifetime average duration, in minutes, of all video views on the post. | Video, Reel |
Clicks | The lifetime number of clicks on the post. All clicks are counted except for clicks to comment, like, or share the post. | Text, Image, Video, Link |
Comments | The lifetime number of comments on the post. This metric includes replies to comments. This metric does not include comments on shares. | Text, Image, Video, Reel, Link |
Comments (shares)* | The lifetime number of comments on the post and its shares. | Text, Image, Video, Reel, Link |
CTR (clickthrough rate)* | The ratio of the post's lifetime clicks to its lifetime impressions, represented as a percentage. Formula: (Clicks / Impressions) x 100 | Text, Image, Video, Link |
Engaged fans* | The lifetime number of fans that liked, commented, shared, or clicked the post. This metric does not include engagements from non-fans.
Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. | Text, Image, Video, Reel, Link |
Engaged users* | The lifetime number of people that liked, commented, shared, or clicked the post. This metric includes engagements from non-fans.
Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. | Text, Image, Video, Link |
Engaged users rate* | The ratio of the post's lifetime engaged users to its lifetime reach, represented as a percentage.
Formula: (Engaged Users / Reach) x 100 | Text, Image, Video, Link |
Engagement rate and link rate* | The ratio of the post's lifetime engagements and link clicks to its lifetime reach, represented as a percentage.
Formula: ((Reactions + Comments + Shares + Link Clicks) / Reach) x 100 | Text, Image, Video, Reel, Link |
Engagement rate* | The ratio of the post's lifetime engagements to its lifetime impressions, represented as a percentage.
Formula: ((Reactions + Comments + Shares) / Impressions) x 100 | Text, Image, Video, Link |
Engagement rate (reach)* | The ratio of the post's lifetime engagements to its lifetime reach, represented as a percentage.
Formula: ((Reactions + Comments + Shares) / Reach) x 100 | Text, Image, Video, Reel, Link |
Engagements | The lifetime number of reactions, comments, and shares on the post. To include clicks, please use interactions instead. | Text, Image, Video, Reel, Link |
Fan impressions* | The lifetime number of times your fans viewed the post. | Text, Image, Video, Reel, Link |
Fan reach* | The lifetime number of fans who viewed the post. | Text, Image, Video, Reel, Link |
Frequency* | The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach | Text, Image, Video, Link |
Haha (shares)* | The lifetime number of haha reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Hide post* | The lifetime number of clicks to hide the post. | Text, Image, Video, Reel, Link |
Impressions* | The lifetime number of times people viewed the post. | Text, Image, Video, Link |
Interaction rate* | The ratio of the post's lifetime interactions to its lifetime impressions, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Impressions) x 100 | Text, Image, Video, Link |
Interactions rate (reach)* | The ratio of the post's lifetime interactions to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Reach) x 100 | Text, Image, Video, Link |
Interactions* | The lifetime number of reactions, comments, shares, and clicks on the post. | Text, Image, Video, Link |
Likes | The lifetime number of likes on the post. Care reactions are also accumulated here. This metric does not include reactions to shares. | Text, Image, Video, Reel, Link |
Likes (shares)* | The lifetime number of likes on the post and its shares. | Text, Image, Video, Reel, Link |
Link clicks | The lifetime number of clicks on the post to open a link. | Reel, Link |
Link CTR* | The ratio of the post's lifetime link clicks to its lifetime impressions, represented as a percentage.
Formula: (Link clicks / Impressions) x 100 | Link |
Love (shares)* | The lifetime number of love reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Negative feedback* | The lifetime number of negative actions attributed to the post. Examples of negative actions include: hiding or reporting the post, unfollowing or unliking your channel, etc.
Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. | Text, Image, Video, Reel, Link |
Negative users* | The lifetime number of people who performed a negative action on a post. Examples of negative actions include: hiding or reporting the post, unfollowing or unliking your channel, etc.
Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. | Text, Image, Video, Link |
Non-viral impressions* | The lifetime number of views on non-promoted post from non-viral distribution. Non-viral distribution goes directly from your channel to its fans. | Text, Image, Video, Reel, Link |
Non-viral reach* | The lifetime number of people who viewed a non-promoted post through non-viral distribution. Non-viral distribution goes directly from your channel to its fans.
Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This means a unique user may be counted multiple times if they viewed multiple posts from the selected date range, giving Measure a higher number than Facebook's. To avoid this effect, please use non-viral reach avg., which shows your average reach per post instead. | Text, Image, Video, Reel, Link |
Organic impressions* | The lifetime number of times people viewed a non-promoted post. | Text, Image, Video, Reel, Link |
Organic reach* | The lifetime number of people who viewed a non-promoted post.
Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This means a unique user may be counted multiple times if they viewed multiple posts from the selected date range, giving Measure a higher number than Facebook's. To avoid this effect, please use organic reach avg., which shows your average reach per post instead. | Text, Image, Video, Reel, Link |
Organic video viewers* | The lifetime number of video viewers on a non-promoted post. | Video, Reel |
Organic video viewers (complete)* | The lifetime number of video viewers on a non-promoted post who completed the video. | Video, Reel |
Organic video views* | The lifetime number of video views on a non-promoted post. | Video, Reel |
Organic video views (10s) | The lifetime number of video views on a non-promoted post with a duration of at least 10 seconds. | Video, Reel |
Organic video views (30s) | The lifetime number of video views on non-promoted post with a duration of at least 30 seconds. | Video, Reel |
Organic video views (complete)* | The lifetime number of completed video views on a non-promoted post. | Video, Reel |
Organic watch time (min)* | The lifetime total duration, in minutes, of all video views on a non-promoted post. | Video, Reel |
Other clicks* | The lifetime number of clicks on the post that are not clicks to comment, like, share, leave negative feedback, or open a link/video/photo. Examples include: clicks on hashtags, clicks to view the channel's profile, clicks to like the channel, and clicks to install the Facebook app. | Text, Image, Video, Reel, Link |
Own watch time (min)* | The lifetime duration, in minutes, of all video views from fans on the post. | Video, Reel |
Paid impressions* | The lifetime number of views on a promoted post. This metric is available with or without a connected ad account. | Text, Image, Video, Reel, Link |
Paid reach* | The lifetime number of people who viewed a promoted post. This metric is available with or without a connected ad account.
Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This means a unique user may be counted multiple times if they viewed multiple posts from the selected date range, giving Measure a higher number than Facebook's. To avoid this effect, please use paid reach avg., which shows your average reach per post instead. | Text, Image, Video, Reel, Link |
Paid video viewers* | The lifetime number of video viewers on a promoted post. This metric is available with or without a connected ad account. | Video, Reel |
Paid video viewers (complete)* | The lifetime number of video viewers on a promoted post who completed the video. This metric is available with or without a connected ad account. | Video, Reel |
Paid video views* | The lifetime number of video views on a promoted post. This metric is available with or without a connected ad account. | Video, Reel |
Paid video views (10s)* | The lifetime number of video views on a promoted post with a duration of at least 10 seconds. This metric is available with or without a connected ad account. | Video, Reel |
Paid video views (30s)* | The lifetime number of video views on a promoted post with a duration of at least 30 seconds. This metric is available with or without a connected ad account. | Video, Reel |
Paid video views (complete)* | The lifetime number of completed video views on a promoted post. This metric is available with or without a connected ad account. | Video, Reel |
Paid watch time (min)* | The lifetime total duration, in minutes, of all video views on a promoted post. This metric is available with or without a connected ad account. | Video, Reel |
Photo view* | The lifetime number of clicks on the post to enlarge an image. | Image |
Photo view rate* | The ratio of the post's lifetime photo views to its lifetime impressions, represented as an image. Formula: (Photo Views / Impressions) x 100 | Image |
Reach | The lifetime number of people who viewed the post.
Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This means a unique user may be counted multiple times if they viewed multiple posts from the selected date range, giving Measure a higher number than Facebook's. To avoid this effect, please use reach avg., which shows your average reach per post instead. | Text, Image, Video, Link |
Reactions | The lifetime number of reactions on the post. This metric does not include reactions to shares. | Text, Image, Video, Reel, Link |
Reactions (shares)* | The lifetime number of reactions to the post and its shares. | Text, Image, Video, Reel, Link |
Report as spam* | The lifetime number of clicks from users to report the post as spam.
Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. | Text, Image, Video, Reel, Link |
Shared watch time (min)* | The lifetime duration, in minutes, of all video views from shares of the post. | Video, Reel |
Shares | The lifetime number of shares on the post. | Text, Image, Video, Reel, Link |
Shares (shares)* | The lifetime number of shares of the post and shares of its shares. | Text, Image, Video, Reel, Link |
Sorry (shares)* | The lifetime number of sorry reactions to the post and its shares. | Text, Image, Video, Reel, Link |
Spam rate* | The ratio of the post's lifetime negative feedback to its lifetime clicks, represented as a percentage.
Formula: (Negative Feedback / Clicks) x 100 | Text, Image, Video, Link |
Unlike page* | The lifetime number of people who unfollowed the channel because of the post.
Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. | Text, Image, Video, Reel, Link |
Video autoplays* | The lifetime number of video views from autoplays on the post. This metric includes auto-replays. | Video, Reel |
Video autoplays (10s)* | The lifetime number of video views from autoplays on the post with a duration of at least 10 seconds. | Video, Reel |
Video autoplays (30s)* | The lifetime number of video views from autoplays on the post with a duration of at least 30 seconds. | Video, Reel |
Video click to play (10s)* | The lifetime number videos views from clicks on the post with a duration of at least 10 seconds. | Video, Reel |
Video click to play (30s)* | The lifetime number videos views from clicks on the post with a duration of at least 30 seconds. | Video, Reel |
Video click to play (3s)* | The lifetime number of video views from clicks on the post with a duration of at least 3 seconds. | Video, Reel |
Video completion rate* | The ratio of average watch time to video length on the post, represented as a percentage.
Formula: (Avg. watch time / Video length) x 100 | Video, Reel |
Video frequency* | The ratio of the post's lifetime video views (3s) to its lifetime video viewers, represented as an average.
Formula: Video views (3s) / Video viewers | Video |
Video length* | The duration, in minutes and seconds, of the post. | Video, Reel |
Video play* | The lifetime number of clicks on the post to play a video. This metric does not include autoplays or auto-replays. | Video |
Video retention rate (10s)* | The ratio of the post's lifetime video views (10s) to its lifetime video views (3s), represented as a percentage.
Formula: (Video views (10s) / (Video views (3s)) x 100 | Video, Reel |
Video view rate* | The ratio of the post's lifetime video views to its lifetime impressions, represented as a percentage.
Formula: (Video views (3s)) / Impressions) x 100 | Video, Reel |
Video viewers* | The lifetime number of video viewers on the post. Facebook counts a video as viewed if at least 3 seconds have been played. | Video |
Video viewers (10s)* | The lifetime number of video viewers on the post who watched for least 10 seconds. | Video, Reel |
Video viewers (30s)* | The lifetime number of video viewers on the post who watched for least 30 seconds. | Video, Reel |
Video views* | The lifetime number of video views on the post. The video must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. Formula: Paid video views (3s) + Organic video views (3s) | Video |
Video views (10s)* | The lifetime number of video views on the post with a duration of at least 10 seconds. | Video, Reel |
Viral amplification* | The ratio of a non-promoted post's lifetime viral impressions to its lifetime non-viral impressions. A higher ratio means more a viral distribution of the post. Examples of viral distribution include: shares from friends, shares from friends of friends, etc. | Text, Image, Video, Reel, Link |
Viral impressions* | The lifetime number of views on a non-promoted post from viral distribution. Examples of viral distribution include shares from friends, shares from friends of friends, etc. | Text, Image, Video, Reel, Link |
Viral reach* | The lifetime number of people who viewed at least one of your non-promoted posts through viral distribution. Examples of viral distribution include shares from friends, shares from friends of friends, etc. Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This means a unique user may be counted multiple times if they viewed multiple posts from the selected date range, giving Measure a higher number than Facebook's. To avoid this effect, please use viral reach avg., which shows your average reach per post instead. | Text, Image, Video, Reel, Link |
Watch time (min)* | The lifetime total duration, in minutes, of all video views on the post. | Video, Reel |
Weighted eng. rate* | The ratio of the post's lifetime weighted engagements to its lifetime impressions, represented as a percentage.
Formula: ((Reactions + (Comments x 2) + (Shares x 3)) / Impressions) x 100 | Text, Image, Video, Link |
Wow (shares)* | The lifetime numbers of wow reactions on the post and its shares. | Text, Image, Video, Reel, Link |