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.
In this article, learn more about the content metrics from Facebook's Ads Manager API, which you can view in Measure only after connecting your Facebook ad account in Social Media Management.
Tip:
If you're unable to connect your Facebook ad account to Social Media Management, there are still a handful of paid Facebook content metrics available through the Insights API.
In this article:
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?
All content metrics from Facebook's Ads Manager API are paid metrics.
These metrics also include paid data from Instagram and other Meta Platforms, and they will generate platform placement icons on a post's Promoted banner. You can use Measure's Meta Platforms filter to isolate Facebook or Instagram data.
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
| Metric | Definition | Post Types |
| Add payment info |
The lifetime number of add payment info events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Add payment info value | The lifetime value of all add payment info events on a promoted post. | Text, Image, Video, Link |
| Add to cart |
The lifetime number of add to cart events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Add to cart value | The lifetime value of all add to cart events on a promoted post. | Text, Image, Video, Link |
| Add to wishlist |
The lifetime number of add to wishlist events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Add to wishlist value | The lifetime value of all add to wishlist actions on a promoted post. | Text, Image, Video, Link |
| Checkout initiated |
The lifetime number of initiate checkout events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Checkout initiated value | The lifetime value of all initiate checkout events on a promoted post. | Text, Image, Video, Link |
| Cost per add payment | The lifetime average cost per add payment event from a promoted post. | Text, Image, Video, Link |
| Cost per add to cart |
The lifetime average cost per add cart events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Cost per add to wishlist |
The lifetime average cost per add wishlist event from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Cost per checkout |
The lifetime average cost per website checkout initiated from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Cost per comment | The lifetime average cost per comment on a promoted post. | Text, Image, Video, Link |
| Cost per content view |
The lifetime average cost per view content events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Cost per engagement |
The lifetime average cost per engagement on a promoted post. For this metric, engagement types include: reactions, comments, shares, photo views, video plays, link clicks, answers to questions, and RSVPs. |
Text, Image, Video, Link |
| Cost per Facebook lead | The lifetime average cost per form response from a Facebook lead on a promoted post. | Text, Image, Video, Link |
| Cost per fan | The lifetime average cost per fan gained on a promoted post. | Text, Image, Video, Link |
| Cost per inline action | The lifetime average cost per inline interaction on a promoted post. For this metric, interaction types include: likes, shares, comments, and clicks on links within your post. | Text, Image, Video, Link |
| Cost per interaction | The lifetime average cost per interaction (reaction, comment, share, or any click on active element) on a promoted post. | Text, Image, Video, Link |
| Cost per landing page view | The lifetime average cost per landing page view from a promoted post. | Text, Image, Video, Link |
| Cost per lead | The lifetime average cost per lead from a promoted post. | Text, Image, Video, Link |
| Cost per link click | The lifetime average cost per click on a link on a promoted post. | Link |
| Cost per messaging conversation | The lifetime average cost per new direct message conversation (Facebook messenger, IG Direct) from a promoted post. | Text, Image, Video, Link |
| Cost per messaging reply | The lifetime average cost per direct message reply (Facebook messenger, IG Direct) from a promoted post. This includes replies to both new and existing conversations. | Text, Image, Video, Link |
| Cost per mobile app install | The lifetime average cost per mobile app install from a promoted post. | Text, Image, Video, Link |
| Cost per on-Facebook purchase | The lifetime average cost per purchase on Facebook Facebook from a promoted post. | Text, Image, Video, Link |
| Cost per outbound click | The lifetime average cost per click to open a non-Facebook link on a promoted post. | Link |
| Cost per page interaction | The lifetime average cost per any interaction (reaction, comment, share, or any click on active element) on the channel or other content as a result of a promoted post. | Text, Image, Video, Link |
| Cost per photo view | The lifetime average cost per click to enlarge an image on a promoted post. | Image |
| Cost per purchase |
The lifetime average cost per website purchase from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Cost per reaction | The lifetime average cost per reaction on a promoted post. | Text, Image, Video, Link |
| Cost per registration completed | The lifetime average cost per registration completed event from a promoted post. | Text, Image, Video, Link |
| Cost per search |
The lifetime average cost per website search from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Cost per share | The lifetime average cost per share on a promoted post. | Text, Image, Video, Link |
| Cost per store visit | The lifetime average cost per visit to your physical business location from a promoted post. | Text, Image, Video, Link |
| Cost per unique landing page view | The lifetime average cost per a unique user's landing page view from a promoted post. | Text, Image, Video, Link |
| Cost per video view (15s) | The lifetime average cost per video view (15s) on a promoted post. | Video |
| Cost per video view | The lifetime average cost per video view (3s) on a promoted post. | Video |
| CPC (cost per click) | The lifetime average cost per click on a promoted post. | Text, Image, Video, Link |
| CPM (cost per mille) | The lifetime average cost for 1,000 impressions (cost per mille) for a promoted post. | Text, Image, Video, Link |
| Facebook leads | The lifetime number of form responses submitted after people clicked on a Facebook lead on a promoted post. | Text, Image, Video, Link |
| Landing page views |
The lifetime number of clicks on a destination webpage on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Landing page views value | The lifetime value of all landing page views on a promoted post. | Text, Image, Video, Link |
| Leads |
The lifetime number of lead events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Leads value | The lifetime value of all lead events on a promoted post. | Text, Image, Video, Link |
| Mobile app installs | The lifetime number of mobile app installs attributed to a promoted post. | Text, Image, Video, Link |
| On-Facebook purchases | The lifetime number of Facebook purchases on a promoted post. | Text, Image, Video, Link |
| On-Facebook purchases value | The lifetime value of all Facebook purchases on a promoted post. | Text, Image, Video, Link |
| Paid average video view time | The lifetime average duration, in minutes, of all video views on a promoted post. | Video |
| Paid blocked messaging conversations |
The lifetime number of people who blocked messages from your business on messaging apps because of a promoted post. This includes messages from Facebook Messenger and Instagram Direct, but not WhatsApp. |
Text, Image, Video, Link |
| Paid clicks |
The lifetime number of clicks on a promoted post. All clicks are counted except for clicks to comment, like, or share. |
Text, Image, Video, Link |
| Paid comments |
The lifetime number of comments on a promoted post. This metric does not include replies to comments or comments on shares. |
Text, Image, Video, Link |
| Paid content view value | The lifetime value of all view content events on a promoted post. | Text, Image, Video, Link |
| Paid content views |
The lifetime number of view content events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Paid CTR (clickthrough rate) |
The ratio of a promoted post's lifetime clicks to its lifetime impressions, represented as a percentage. Formula: (Paid clicks / Paid impressions (Ads)) x 100 |
Text, Image, Video, Link |
| Paid engagements |
The lifetime number of reactions, comments, and shares on a promoted post. To include clicks, please use paid interactions instead. |
Text, Image, Video, Link |
| Paid frequency |
The ratio of a promoted post's lifetime impressions to its lifetime reach, represented as an average. Formula: Paid impressions (Ads) / Paid reach (Ads) |
Text, Image, Video, Link |
| Paid impressions (Ads) |
The lifetime number of views on a promoted post. |
Text, Image, Video, Link |
| Paid inline interactions | The lifetime number of inline actions that people take involving promoted content. | Text, Image, Video, Link |
| Paid interactions | The lifetime number of reactions, comments, shares, and clicks on a promoted post. | Text, Image, Video, Link |
| Paid link clicks | The lifetime number of clicks on a promoted post to open a link. | Link |
| Paid messaging replies |
The lifetime number of message replies sent to your channel from promoted content. This includes messages from Facebook Messenger and Instagram Direct, but not WhatsApp. |
Text, Image, Video, Link |
| Paid new messaging conversations |
The lifetime number of new direct message conversations started with your channel because of a promoted post. This includes messages from Facebook Messenger and Instagram Direct, but not WhatsApp. |
Text, Image, Video, Link |
| Paid outbound clicks | The lifetime number of clicks on a promoted post to open a non-Facebook link. | Link |
| Paid outbound CTR (clickthrough rate) |
The ratio of promoted post's lifetime outbound clicks to its lifetime impressions, represented as a percentage. Formula: (Paid outbound clicks / Paid impressions (Ads)) x 100 |
Text, Image, Video, Link |
| Paid page fans | The lifetime number of fans gained from a promoted post. | Text, Image, Video, Link |
| Paid page interactions | The lifetime number of interactions on your channel that can be attributed to promoted content. | Text, Image, Video, Link |
| Paid photo view | The lifetime number of clicks on a promoted post to enlarge an image. | Image |
| Paid reactions |
The lifetime number of reactions on a promoted post. This metric does not include reactions to shares. |
Text, Image, Video, Link |
| Paid search |
The lifetime number of search events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Paid search value | The lifetime value of all search events on a promoted post. | Text, Image, Video, Link |
| Paid shares | The lifetime number of shares on a promoted post. | Text, Image, Video, Link |
| Paid video views (100%) | The lifetime number of video views on a promoted post that lasted for its entire duration, including plays that skipped to this point. | Video |
| Paid video views (15s) | The lifetime number of video views on a promoted post with a duration of at least 15 seconds. | Video |
| Paid video views (25%) | The lifetime number of video views on a promoted post that lasted for at least 25% of its total duration, including plays that skipped to this point. | Video |
| Paid video views (30s)(Ads) | The lifetime number of video views on a promoted post with a duration of at least 30 seconds. | Video |
| Paid video views (50%) | The lifetime number of video views on a promoted post that lasted for at least 50% of its total duration, including plays that skipped to this point. | Video |
| Paid video views (75%) | The lifetime number of video views on a promoted post that lasted for at least 75% of its total duration, including plays that skipped to this point. | Video |
| Paid video views (95%) | The lifetime number of video views on a promoted post that lasted for at least 95% of its total duration, including plays that skipped to this point. | Video |
| Paid video views (Ads) | The lifetime number of video views on a promoted post. | Video |
| Purchase |
The lifetime number of purchase events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Purchase ROI | The lifetime purchase return-of-investment on a promoted post. | Text, Image, Video, Link |
| Purchase value | The lifetime value of all purchase events on a promoted post. | Text, Image, Video, Link |
| Registration completed |
The lifetime number of registration completed events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
| Registration completed value | The lifetime value of all registration completed events on a promoted post. | Text, Image, Video, Link |
| Store visits | The lifetime number of visits to your physical business location attributed to a promoted post. | Text, Image, Video, Link |
| Total conversion value | The lifetime value of all conversions on a promoted post. | Text, Image, Video, Link |
| Unique landing page views |
The lifetime number of people who click a destination webpage on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |