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Facebook adds data for post-wise impressions on brand pages

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Facebook adds a set of useful new metrics to their Insights API. Data for post-wise impressions will now tell page owners understand exactly who they are reaching. These are the new metrics:

  • Post impressions (fan) – The number of impressions for your page post from fans of your page.
  • Post impressions (fan unique) – The number of fans who saw your page post
  • Post impressions (fan paid) – The number of impressions for your page post from fans of your page, who saw your post as an ad or sponsored story
  • Post impressions (fan paid unique) – The number of fans who saw your page post as an ad or sponsored story

These metrics will enable page administrators to differentiate impressions that come from fans and from non-fans. With EdgeRank‘s algorithm it is difficult to know exactly how many people a post is reaching. For instance, a post that gets several Likes and shares has higher reach than a post with less engagement. However, it has not been clear whether the reach is higher due to it appearing in more fans’ news feeds,or due to more friends of fans seeing it in their news feed. With actual data for impressions for each post, page owners will know exactly what audience each post is reaching.

This data is only currently available via the Insights API, but will soon be included in the exportable post-wise data in the Insights dashboard as well.

Share with us – will this data be useful for you? Would it help to know who’s seeing your page posts?


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