Having looked at Reporting on Facebook Reach, it is now time to get to have an in-depth look at Reach reporting, from a different angle – at the post level. The knowledge on the subject matter will help you have a comprehensive understanding of Facebook Post Reach.
Why is Facebook Post Reach reporting important?
Post Reach reporting can be useful in various ways including when:
You intend to take organic results into account during your paid post reporting
Post Reach reporting mostly comes in handy when your content includes an excellently performing paid post or campaign. This is because the system of the social media is highly likely to serve it greatly. Failure to take in organic results may make you fail to get the accurate picture of the performance of the data as well as the information.
Want to establish specific posts with high performance. It could be that you want to know about the top-performing posts to promote them afterward. You can use reach data to establish the performance of your posts.
What it Facebook Post Reach?
Let us start by shedding some light on organic reach metric reporting as well as paid reach metric reporting.
A paid reach count for your paid post takes into account the users that view the post in the form of a paid placement, for instance, if it appears labeled “Sponsored” in Facebook’s News Feed.
On the other hand, the organic reach count includes the number of users that see the post in the form of an organic placement. That is, those who see it minus the “Sponsored” label in Facebook’s News Feed.
Mostly, if a user sees the post in the News Feed as a paid placement( with the “Sponsored” label) and also without the name, the user will be included in both paid and organic reach counts but will be counted just once in the overall Facebook Post Reach Total. That’s why when the sum of organic reach count and paid reach count sometimes differ from Post Reach figure.
How to access data for Post-Level Reporting
To start with, it is essential to bear in mind that Facebook lacks a way of retrieving a post’s high- levels data. Nevertheless, you can go to the top part of your page and click on the tab labeled “Insights” to review the high-level data of your posts. If you use Business Manager to manage your page, you may be required to login into your account in the manager.
Once you have managed to access the Insights panel, scroll down to see high-level data. Alternatively, you can click on “Posts “to see the latest high-level info posts. In case you need more details, go back to the main panel of “Insights” and you’ll see “Export data” on the right side of the panel -click on it.
If you want to transfer Post Level data from the screen, click on Post data option to do so. Facebook offers you numerous options including date range adjustment and selection of particular items to modify the data you wish to export to your desired layout.
Post-Level Data and Ads Manager
It is worth noting that the results of the report that you get from the above approach are likely to differ from Ads Manager’s similar data. The differences could be attributed to the variations in the approximation models adopted by the two sources of data. The other reason could be as a result of your Facebook post appearing on other platforms such as Instagram as an ad material.
Post-Level data ought to exclusively show you the visibility results of your post on News Feed as well as on your Facebook page.
It’s imperative that you take note of the different tabs on the file that you’ve exported. You can also see that the options are not as many as at the page-level, but you can still find some data that can be of great help.
Paid results vs. Organic results vs. Total Results for Facebook Post Reach
As we saw earlier on, the Total Reach counts a person who has a post both as a paid placement and organically only once. Some paid placement’s and organic reach’s results will be ignored in such a case. As a result, the calculation of the precise post-level frequency might be technically impossible.
Nevertheless, the data can help us establish the number of people reached by the paid as well as the organic posts. The aggregate number of persons reached by the two types of posts is supposed to be the difference between the manual calculation value we get and the Total Post Reach number given by Facebook.
Impression reporting, similarly to reporting at page-level, is a bit easier as compared to post-level reporting. De-duplication and manual re-calculation aren’t needed in Facebook impression reporting since the platform puts Paid impressions in one category and the organic ones in another. The value of Total Impressions equals the value you get upon summing up the Organic Impressions and the Paid Impressions.
Fans and non-fan Post Reach reporting at post level
Another critical aspect of post-level data you can get concerning your Facebook Post Reach is the proportion of your page fans, and that of people who are not fans of your Facebook page in your total Post Reach data value at post-level.
To get this information, go to the file that you exported earlier, move toward the right side of the file and locate a metric labeled “Lifetime Post Reach by People Who Like Your Page.” This metric is a synonym of Lifetime Post Fan Reach.
The Total Reach minus the value of Lifetime Post Fan Reach equals your post’s non-fan reach.
This calculation can help you in establishing how your content is seen by your page’s fan versus people who aren’t your fans. You can rely on this information for your ad targeting.
In most cases, of the total number of people who see your organic post, the fans of your page are the majority. The situation, however, would be different if the post is shared a lot.
Back to you
Are there elements of Facebook Post-Level Reporting that trouble you? We can lend you a hand, let us know in the comment section below.