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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Here are definitions of the names of app insight data.