Facebook Insights provides Facebook Platform developers with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Platform developers are better equipped to improve their business and create better experiences on Facebook.

The Insights main page provides a general overview of how you can 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 the analytical data that will be available for your use.

• Site Engagement: Overview of your analytical data.
• Story Impressions and Clicks: A breakdown of the data by story impressions.
• Story Likes and Comments: A breakdown of the data by actions that can be taken on a story.
• Timeline Unit Activity: A breakdown of the data by actions that can be taken on a timeline unit.
• Demographics: A breakdown of the data by demographics.
• Action Lifecycle: Data on an action's lifecycle.
• Object Lifecycle: Data on an object's lifecycle.
• Definitions: A taxonomy on the insights data.

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Site Engagement

The overview page allows you to measure site engagement by providing you with 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 you how 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. A multiplier for the actions to impressions and impressions to referrals is also shown visually in the arrows that link this data.

The second chart breaks down the impressions by channel and allows you to gauge how each channel is performing.

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.

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Story Impressions and Clicks

The Story CTR analytics page allows you to see 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 frame. You can also see the impression count and click counts over a given time frame by selecting the Count option.

A table of the data is also provided so you can see the rate and count data in one place.

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Story Likes and Comments

When a user views the Open Graph story they may like, comment, or unlike a previously liked story. The Likes and Comments analytics page allows you to measure 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, unlikes, or comments count information instead of rate information. A table of the data is also provided so you can see the rate and count data in one place.

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Timeline Unit Activity

When a user views the Open Graph timeline unit they may highlight, hide, star, un-star, or add it to their profile. The Timeline Unit Activity analytics page allows you to measure 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. A table representation of the data is also provided so you can see the impression and action data in one place.

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Demographics

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

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Action Lifecycle

The Action Lifecycle analytics page allows you to see the published, updated, and deleted actions for a given action over a given time period. This information is presented as a graph and table.

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Object Lifecycle

An Open Graph object is published when Facebook crawls the page to retrieve the 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 allows you to see the published, updated, and deleted objects for a given object over a given time period. This information is presented as a graph and table.

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Definitions

This sections provides a list of definitions for the various app insight data.

Site Engagement

• Published Actions - The number of Open Graph Actions published by this application.
• 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 a user’s News Feed.
• Feed Referrals - The number of clicks on an Open Graph Story from a selected Action viewed in a user’s Newsfeed.
• Ticker Impressions - The number of impressions of an Open Graph Story from a selected Action viewed in a user’s Ticker.
• Ticker Referrals - The number of clicks on an Open Graph Story from a selected Action viewed in a user’s Ticker.
• Profile Impressions - The number of impressions of an Open Graph Story from a selected Action viewed on a user’s Profile page.
• Profile Referrals - The number of clicks on an Open Graph Story from a selected Action viewed on a user’s Profile page.
• App Published Actions - The number of Open Graph Actions published by this application.
• 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 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 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 Highlights - 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 application.
• App Updated Actions - The number of Open Graph Actions updated by this application.
• App Deleted Actions - The number of Open Graph Actions deleted by this application.

Object Lifecycle

• App Published Objects - The number of Open Graph Objects published by this application.
• App Updated Objects - The number of Open Graph Objects updated by this application.
• App Deleted Objects - The number of Open Graph Objects deleted by this application.