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Open Graph Insights

Documentation › Open Graph › Open Graph Insights

Facebook Insights provides developers with metrics about their content. By understanding and analyzing trends about usage and demographics as well as consumption and creation of content, you can be better equipped to improve your business and create better experiences on Facebook.

The Insights main page provides a general overview of how you set up Insights for your app. Open Graph Insights will be active and available if your app has set up Open Graph support. You will then be able to view analytics for you app actions, objects and timeline units.

This guide will help you understand Insights analytical data.

Site engagement

The overview page lets you measure site engagement by providing a summary of the published actions and objects. You can filter your results to see information by individual actions and filter data by time and see results for different time periods.

Data

The summary page first shows a total of your published actions, the total story impressions and total referrals. The total impressions span across the different channels news feed, ticker and timeline unit impressions. Total referrals provide information on the number of clicks for all the impressions. The arrows that link this data also show a multiplier for the actions to impressions and impressions to referrals.

The second chart breaks down the impressions by channel and helps you gauge performance of each channel.

The rest of the data is a graph representation of the published actions, impressions and referrals broken down by time.

Filters

You can filter the summary data by actions, objects and time.

Once you select an action filter, you have the option of further filtering by objects.

Story impressions and clicks

The Story CTR analytics page shows a break down of your Open Graph impressions and clicks. You can view a graph showing the percentage of clicks to impressions for a given action over a given time. You can also see the impression count and click counts over a given time by selecting the Count option.

You can also see the rate and count data in the table of the data below the graph.

Story likes and comments

When people using your app view an Open Graph story, they can like, comment or unlike a previously liked story. The likes and comments analytics page measures these actions.

You can view a graph showing percentage (rate) information for likes to Open Graph story impressions for a given action over a given time period. Similarly you can see the rate information for unlikes and comments. The graph can also display the likes, comments or unlikes count information instead of rate information. And you can see the rate and count data in one place in the table at the bottom.

Timeline unit activity

When people view an Open Graph timeline unit, they can highlight, hide, star or un-star it or add it to their profile. The timeline unit activity analytics page measures these actions.

The graph on this page shows the impressions for a timeline unit or all units over a given period of time. You can also choose to view a breakdown of the different actions a user can take on a timeline unit. It also provides a table representation of the data so you can see the impression and action data in one place.

Demographics

You can see a demographic breakdown of the Open Graph data by gender, source (where applicable), language and country. You can filter the to see data based on options such as published actions, story impressions, story likes and timeline unit impressions.

Action lifecycle

The action lifecycle analytics page displays published, updated and deleted actions for a given action over a given time. This information is presented as a graph and table.

Object lifecycle

An Open Graph object is published when Facebook crawls a page to retrieve Open Graph tags. This typically happens when an action is published for an object that has not been processed before. It also happens when an Open Graph website representing an object is passed through the Facebook Debugger.

The object lifecycle analytics page displays a graph and a table with the published, updated and deleted objects for a given object over a given time.

Definitions

Here are definitions of the names of app insight data.

Site engagement

  • Published actions. The number of Open Graph actions published by an app.
  • Total impressions. The number of impressions of an Open Graph story from a selected action.
  • Total referrals. Total clicks across all channels.
  • Feed impressions. The number of impressions of an Open Graph story from a selected action viewed in the news feed.
  • Feed referrals. The number of clicks on an Open Graph story from a selected action viewed in the news feed.
  • Ticker impressions. The number of impressions of an Open Graph story from a selected action viewed in the ticker.
  • Ticker referrals. The number of clicks on an Open Graph Story from a selected action viewed in the ticker.
  • Profile impressions. The number of impressions of an Open Graph story from a selected action viewed on the profile page.
  • Profile referrals. The number of clicks on an Open Graph story from a selected action viewed on the profile page.
  • App published actions. The number of Open Graph actions published by this app.
  • Story impressions. The number of impressions of an Open Graph story from a selected action.
  • Story clicks. The number of clicks on an Open Graph story from a selected action.

Story impressions and clicks

  • Story CTR. The percentage of clicks to impressions of an Open Graph story from a selected action.
  • Story cmpressions. The number of impressions of an Open Graph story from a selected action.
  • Story clicks. The number of clicks on an Open Graph story from a selected action.

Story likes and comments

  • Story like rate. The percentage of likes to impressions of an Open Graph story from a selected action.
  • Story unlike rate. The percentage of unlikes to likes of an Open Graph story from a selected action.
  • Story comment rate. The percentage of comments created to impressions of an Open Graph story from a selected action.
  • Story comments. The number of comments on an Open Graph story from a selected action.
  • Story likes. The number of likes on an Open Graph story from a selected action.
  • Story unlikes. The number of un-likes on an Open Graph story from a selected action.

Timeline unit activity

  • Unit impressions. Number of impressions for the Open Graph timeline unit.
  • Unit highlight. Number of times the Open Graph timeline unit was highlighted.
  • Unit hides. The number of times the Open Graph timeline was hidden by the owner.
  • Unit stars. The number of times the Open Graph timeline unit was starred by the owner.
  • Unit un-stars. Number of times the Open Graph timeline unit was un-starred.
  • Unit added to a profile. Number of times the Open Graph timeline unit was added to a user's profile.

Action lifecycle

  • App published actions. The number of Open Graph actions published by this app.
  • App updated actions. The number of Open Graph actions updated by this app.
  • App deleted actions. The number of Open Graph actions deleted by this app.

Object lifecycle

  • App published objects. The number of Open Graph objects published by this app.
  • App updated objects. The number of Open Graph objects updated by this app.
  • App deleted objects. The number of Open Graph objects deleted by this app.
Updated about 2 weeks ago
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