Data Overview
Facebook Page Insights provides a range of metrics and dimensions across different report types. The data available depends on which report you select.
Report types and available metrics
Page general overview
Page name, date
Followers, impressions, reach, engagement, clicks
Configurable (start/end date)
Page performance insights
Post type, date
Reach, impressions, engagement, clicks, video plays
Configurable (start/end date)
Page audience daily snapshot
Age, gender, location, country
Follower count by demographic
Configurable (start/end date)
Post lifetime performance
Post ID, post content, creation date
Impressions, reach, engagement, reactions, clicks, shares
Filtered by creation date
Reels lifetime performance
Reel ID, creation date
Views, engagement, shares (limited by API)
Filtered by creation date
Video daily performance
Video ID, day, creation date
Views, watch time, engagement
Configurable (start/end date)
Common metrics
Engagement metrics
Engagement — Total reactions, comments, and shares
Engagement reactions — Broken down by reaction type (Like, Love, Haha, Wow, Sorry, Angry)
Engaged users — Count of unique users who engaged
Post clicks — Total clicks on the post (excluding reactions)
Post shares — Number of shares (via API where available)
Reach and impressions
Reach — Unique users who saw your content
Impressions — Total number of times your content was displayed
Paid reach — Unique users reached via paid promotion
Organic reach — Unique users reached through organic distribution
Video and reel metrics
Video views — Total video plays
Video watch time — Total minutes watched
Video average view duration — Average watch time per video
Reel views — Total reel plays
Reel engagement — Reactions, comments, shares on reels
Audience metrics
Followers — Total page followers
Fan adds — New followers during the period
Fan removes — Followers lost during the period
Age — Follower age ranges (13-17, 18-24, 25-34, etc.)
Gender — Breakdown by male, female, or unknown
Country — Geographic location of followers
City — City location (where available)
Use cases by role
Monitor campaign performance by exporting page performance insights with custom date ranges. Use Append transformations to combine data from multiple pages (e.g., brand + regional pages) for consolidated reporting. Send data to Looker Studio or BigQuery to build dashboards that track reach, engagement, and audience growth over time.
Pull detailed post-level metrics and aggregate by content type, creation date, or engagement tier. Use performance insights with daily splits to identify trends and seasonality. Combine Page Insights with Facebook Ads data (via separate data flows) to correlate organic engagement with paid promotion. Export to BigQuery for advanced SQL analysis.
Export post lifetime performance data and send directly to Claude or ChatGPT to generate insights on engagement patterns and content recommendations. Use audience demographics to identify underserved segments. Extract post content along with metrics to analyze sentiment and messaging effectiveness.
Platform-specific notes
Reels limitations — Facebook's API has limited reel metrics support; some engagement data (e.g., detailed reaction breakdowns) may not be available
Post creation dates — Use the "Created after/before" filters to fetch only posts within a specific date range; this helps avoid timeouts on pages with high post volumes
Organic vs. paid reach — Only available in performance insights reports; general overview includes combined reach
Video watch time — Only available for video daily performance reports, not for reels
Rate limits — Large date ranges and high post volumes may cause slow performance; narrow your date range if you encounter delays
Permission requirements — You must have admin or analyst access to the page; business integrations must be authorized in Facebook settings
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Track page growth and post performance daily. Export post lifetime performance to identify your top-performing content types (carousel posts, reels, videos, links). Use audience daily snapshots to understand your follower demographics and tailor content accordingly. Combine post and page insights to see which content drives the most engagement relative to reach.