Reporting is key to your social strategy—whether it’s reviewing the relevance of your content, looking at your share of voice, or tracking your audience engagement. Let Sprout help! Our intuitive reports contain a wealth of information and will help you shape your social media presence. Take a look at your Facebook Pages and Sent Messages reports in Sprout to gain insight into how your brand is performing on Facebook.
Start using Sprout’s Facebook reporting when you sign up for a free trial today.
Getting Started with Sprout’s Facebook Reporting Tools
Sprout’s Facebook reports make it easy to understand how people are engaging with your content and Pages. Look at posts to see which have the most likes, comments, and shares. Or, see which content has negative feedback. Then, use this information to create more of the types of posts your audience wants to see.
Running the Facebook Pages Report
To see an overview of everything that is going on with your Facebook Page, run the Facebook Pages report.
- Take a look at the number of likes (& unlikes) for your Page as well as more specific details about your impressions, including total number, age, gender, and the most active day of the week.
- See the engagement on each of your Facebook posts and how your content has been shared including reach, likes, comments, and so on.
- Get a glimpse at how your content is traveling across Facebook by looking at how information is shared. This includes the number of stories (comments, mentions, posts, etc.) created and the number of users posting your content.
Keep in mind, this report can only be run for Pages with 30 or more fans or followers.
- Go to the Reports tab
- Select Facebook Pages
- Select the appropriate date range
- Click Export Data
- Then choose a PDF or Excel—whatever is more useful for you
Understanding the Facebook Pages Report
Your Facebook Pages report has a number of metric graphs and data for the dates you’ve selected. Here’s a breakdown of what shows on your report:
- Page Impressions: the number of times any Facebook user (fan or not) has seen your Page.
- Impressions: the number of times any Facebook user has seen content shared on your Page—not just the Page itself.
- Users: number of people who have seen impressions of any content associated with your Page.
- Impressions Breakdown: one pie chart shows a breakdown of your post impressions by story type (mention or user post); the other shows how many impressions were organic vs. paid.
- Impressions by Day: how your Page impressions are distributed across the week.
- Impressions by Age & Gender: the demographics of people who see the content on your Page.
- Impressions by Location: the unique Page impressions broken down by city and country.
- Sharing: details on the people sharing your Page content. The number of people who engage with your Page over the specified date range shows under “Stories Created” which includes likes, posts, RSVPs, mentions, answers to questions, photo tags, check ins, comments, and shares.
- Your Content: an explanation of the reach and engagement of your content and the content you’ve published to your Page.
Running the Sent Messages Report for Facebook
While the Facebook Pages report helps you understand overall Page performance, the Sent Messages report can help you understand the performance of individual Facebook posts.
- Go to the Reports tab
- Select Sent Messages
- Select Facebook
- Select the appropriate date range & profiles
- Click Export to CSV
Understanding the Sent Messages Report for Facebook
Your Sent Messages report has a number of columns and data for the dates you’ve selected. Here’s a breakdown of what shows on your report:
- Clicks: the number of people who’ve clicked anywhere in your post but did not create a story.
- Reach: the number of Facebook users (fan or not) that have seen content about your posts.
- Engaged: the number of people who’ve clicked into your post but did not create a story, plus the number of people who’ve created a story for your post.
- Talking About This: the number of people who’ve created a story (likes, comments, shares, responses, RSVPs) around your post.
- Likes: the number of people who have liked your post.
- Comments: the number of people who have commented on your post.
- Negative Feedback: the number of people who have hidden your post, hidden all your posts, or reported your posts as spam.
- Engagement: the ratio of engaged users to reach (i.e., 4 engaged users and 100 users reached equals 4% engagement).
Use Sprout’s Facebook Reports to Improve Your Social Media Strategy
Consider running periodic reports (monthly, bi-weekly, or whatever makes sense for you) to identify strengths and weaknesses in your social media strategy. With this data at your fingertips you can:
- Analyze the impact of your published content.
- Make smarter decisions on how to increase your social media presence.
- Follow-up on the results of your work—visualize how these changes in your social strategy translated into responses among your followers and fans.
Learn more about Sprout Social’s Facebook management tools and additional features here.
Patrick Cuttica: Prior to joining Team Sprout as Product Marketing Manager, Patrick was an avid Sprout user while managing several brand accounts for a Chicago-based digital marketing agency. When he's not obsessing over all things social media, Patrick can be found playing with his dogs or stand-up paddleboarding—or both!
What exactly does the "other" metric include in the Sharing section of Facebook reports? It's by far the largest number in my reports and I can never explain what it is! I wish I had a breakdown or some way to detail these stories created.
@mamidigitalpr Hi, there. "Other" is anything that is an impression that is not defined by Facebook's API. Do you currently post events on your Facebook page? One indicator of "other" would be RSVPs.
It's an OK tool I've been using for over a year. It could use some better reporting for tracking social conversions to the businesses primary website. This is the ROI businesses want and need to be tracking. The other stuff is nice fluff, but I focus on converting social visits into website visits. Simple as that. I look forward to the Sprout team adding some better reporting with more options for Google Analytics integration.
@RepairRep Thanks for the feedback! We're always looking for ways to improve the platform whether it's analytics, workflow, and more. Happy to pass along your suggestion to enhance Google Analytics integration to our team for you.