Facebook for Nonprofits: Insights

Tips and tool for nonprofits using Facebook.

About Page Insights

About Page Insights

Page admins are interested in understanding if people are engaging with the content they publish. To help them with this, Facebook provides Page admins aggregated anonymous insights about people's activity on their Page. Facebook users give permission for their Pages activity to be logged for Page Insights in the Information we receive about you section of the Data Use Policy.


The number of people who have seen your post. Figures are for the first 28 days after a post's publication and include people viewing your post on both desktop and mobile. Your post counts as having reached someone when it is loaded and shown in News Feed. Note that data from before July 2, 2012 only includes people viewing your post on desktop.

To sort your Page's posts by how many people have seen them, click Reach in the Page Posts section of your insights overview.

Engaged Users

The number of people who have clicked anywhere on your post.

People Talking About This

The number of people who have created a story from your Page post. Stories include:

  • Sharing, liking or commenting on your post
  • Answering a question
  • Responding to an event
  • Claiming an offer.


The number of people who have created a story from your post as a percentage of the number of people who have seen it.

Impressions vs. Reach

Impressions measure the number of times a post from your Page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, a fan might see a Page update in News Feed once, and then a second time if their friend shares it.

Reach measures the number of people who received impressions of a Page post. The reach number might be less than the impressions number since one person can see multiple impressions.

New Insights Format

This video tutorial shows you how to use the new Facebook Page Insights reports. Specifically, you will learn about all the changes to five main reports.

New Insights Overview