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Social media insights | Glossary
Social media insights | Glossary

This article aims to list and define the wording you will find in your Facebook Insights & Ads Overview Reports.

Clément Le Moigne avatar
Written by Clément Le Moigne
Updated over a week ago

Facebook Insights Overview Report :

Corresponding to a 360-degree report of unpaid Facebook posts, this one takes a wide variety of data and information and aggregates it into a condensed report that applies to the client's situation. These reports contain valuable information, findings and suggestions that help sales and marketing teams close deals more effectively.

Facebook Ads Overview Report :

Builds on the Insight Overview report but applies it to Facebook sponsored posts to best present the results as well as possible opportunities.

In order to complete your understanding of the reports, we provide you with

a glossary of the various essential concepts.

Action Rate % :

An action refers to an activity that affects your ad (for example, a viewer watching a video ad) or is caused by your ad. The action rate % indicates how likely a person will act on your ad. When deciding whether to show your ad to a person in your target audience, Facebook estimates how likely the person will take the action you are optimizing for with your ad (this is called Estimated Action Rate). This KPI is a good indicator if you targeted your audience correctly.

Boosting :

Boosted posts are ads you create from the content you post on your social media pages. Boosting a post can help you get more people to engage with

the post, visit your website, or simply follow/like your page.

Breakdown :

Is the point of separation between your different customers, to put it simply it groups all the categories to which your customers may belong. For example, in your report you can see breakdown points as "device breakdown", "age breakdown.

Campaigns :

A digital communication campaign consists of the implementation and follow-up of a set of coherent communication actions, coordinated towards the same goal.

There can be one or more objectives for a communication campaign. For example, to promote a new product, to increase awareness, to improve the brand image or to boost visibility.For example Black Friday campaign will be a campaign that will boost posts showcasing promotion with targeted call-to-action.

Cost per website purchase :

The average cost of each purchase on a website recorded by the Facebook Pixel on your website that are attributable to your ads.


Cost-per-click or CPC can be seen in the acquisition and advertising reports and

typically refers to people clicking through to your website from paid ads.


Cost per mille, also called cost per thousand, is a commonly used measurement in advertising. It is the cost an advertiser pays for one thousand views or impressions of an advertisement.


Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

Engagement rate :

Engagement rates are metrics that track how actively involved with your content your audience is. Engaged consumers interact with brands through “likes”, “comments” and “social sharing”. The engagement rate is a metric often

used in analysing the efficacy of brand campaigns.

Engaged User :

An Engaged User is an online consumer who responds to offers, products and services by clicking, sharing, liking or commenting on any content or post within a website's page.

Facebook Performance :

A Facebook KPI or metric is a performance measurement that is used to track specific details of a Facebook Fan Page, a specific campaign or shared content. These indicators (Impressions, Reach, Engagement e. g.) define the value and success of your company on Facebook.

Impression :

Impressions are when a user sees an advertisement .If a single user sees the same post / ad multiple times, the number of impressions will increase.

It is different from the reach number that will count only once even if a single user sees the post / ad multiple times.

Natural Impression :

Impression not related to ads.

Paid Impression :

Impression related to ads.

Page like :

For the Facebook Ads overview report, the page likes indicates the number of likes generated by the campaign. It excludes organic performance.

Page comment :

For the Facebook Ads overview report, the page comment indicates the number of comments generated by the campaign. It excludes organic performance.

Post engagement :

The total number of actions that people took on your Facebook Page and its posts, attributed to your ads. it is an indicator of your Facebook campaign performance.

Post share :

Number of shares on your post.

Post reaction :

Number of reactions on your post. The reactions is the button on a post allows people to share different reactions : Like, Love, Care, Haha, Wow, Sad.

Number session per User :

Sessions per User counts the average number of sessions initiated by each user or visitor to your website/application. This metric is mainly used to determine how frequently users return to your website or app.

Product revenue per purchase :

The product revenue per user is a term used to describe the average amount of money that your brand generates from a single customer

Reach :

Number of people who saw your post appear in their news feed.

The number of reach increases by one when a single user sees the post / ad on its screens. It will not increment repeated impressions.

Return on ad spend (ROAS) :

The total return on ad spend (ROAS) from website purchases. This total is based on the value of all conversions recorded by the Facebook Pixel (or Conversions API) on your website that are attributable to your ads.

Thruplay actions :

ThruPlay is an optimization and billing option for video ads in the Video Views objective. ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to completion for videos shorter than 15 seconds.

Website purchase :

The number of purchase events tracked by the Conversions pixel (or API installed on your website) that are attributable to your ads.

Website purchase conversion value :

The total value of website purchase conversions recorded by the Facebook Pixel on your website that are attributable to your ads.

If you have any questions, the GWS Technologies team is available to help you!

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