Summary
This Facebook Reach report provides a comprehensive overview of page and post performance across different dimensions, including average reach, breakdown by type (organic, paid, and viral), and geographic insights. It highlights trends over time, compares performance to previous periods, and provides location-specific data for targeted analysis. Users can expect to identify key areas of engagement, assess the effectiveness of paid versus organic strategies, and uncover opportunities to improve reach and visibility. The report is designed to inform decisions on content strategies, advertising investments, and localized campaigns to optimize Facebook performance.
Note: This report provides data for both location level pages and brand pages.
Top Summary Tiles
What it shows:
- Average Page Reach: The average number of people who viewed the page during the selected date range.
- Average Post Reach: The average number of people who viewed individual posts during the same period.
- Both metrics compare the current period to the previous year, showing percentage changes.
How to use:
- Use these metrics to evaluate overall audience engagement trends.
- The trend comparison helps identify growth or declines in visibility. A drop indicates a need to investigate changes in content strategy or Facebook algorithms.
Page Reach And Post Reach By Type
What it shows:
- Page Reach By Type: Breakdown of reach into organic, paid, and viral categories for page-level performance.
- Post Reach By Type: Breakdown of reach for individual posts by the same categories.
- Visual trends display how these types of reach vary over time.
Reach Type Definitions (Facebook Standard):
| Type | Definition | Page Level | Post Level | Why It Matters |
| Organic Reach | The number of unique users who saw your Page or post without paid distribution. | Users who saw any content from or about your Page through unpaid channels (e.g., in News Feed, directly on your Page). | Users who saw a specific post via unpaid means (e.g., your followers or people who came across the post naturally). | Indicates the effectiveness of your content to gain exposure without ads. |
| Paid Reach | The number of unique users who saw your Page or post as a result of a paid promotion (Facebook Ads or boosted content). | Includes reach from any paid campaigns promoting the Page or its content. | Reflects views of a particular post due to it being boosted or included in a paid ad campaign. | Reflects how well your paid strategy is performing and reaching new audiences. |
| Viral Reach | Number of unique users who saw your Page or post because someone else interacted with it (liked, commented, shared), i.e., secondary exposure. | Users reached due to a friend’s interaction with your Page content. | Users who saw the post because their friends engaged with it (e.g., "John liked this post"). | Captures network effect and earned visibility through engagement. |
Important Note for Viral Reach
As of 2014, Facebook no longer uses "viral reach" in Insights UI, but it still appears in some analytics APIs or legacy reports
How to use:
- Disproportionate Paid Reach: May suggest over-reliance on ad spend; consider testing more organic strategies.
- Strong Organic or Viral Reach: Sign of engaging content that resonates and spreads naturally.
- Declining Organic Reach: Could point to Facebook algorithm changes or unoptimized content targeting.
Page & Post Reach
What it Shows:
- Page Reach: The number of unique people who saw any content from or about your Page (e.g., posts, check-ins, mentions, ads, etc.).
- Post Reach: The number of unique people who saw a specific post from your Page, including organic, paid, and viral distribution.
How to use:
- Understand how broadly your Page is reaching users vs. how individual posts are performing.
- Spot whether your overall Page visibility is converting into post-level engagement.
- If Page Reach consistently exceeds Post Reach, it could mean users are seeing your Page via other channels (e.g., mentions, check-ins, page visits), but not engaging with your content.
Followers By City
What it shows:
- A ranked list of the top cities where your Facebook followers are located.
- Reflects the geographic distribution of your audience based on follower count.
How to use:
🎯 Localize Your Strategy:
- Identify your most engaged cities and tailor content, promotions, and events to resonate with those audiences.
- Example: If the majority of followers are in Chicago, consider using local language, culture references, or city-specific offers.
📢 Improve Ad Targeting:
- Use this data to refine Facebook ad geo-targeting, focusing spend on regions where you're already gaining traction.
- Helps avoid wasted spend in areas with low or no follower base.
🧭 Expansion Insights:
- If you’re expanding into new markets, use this chart to find cities with emerging follower growth that might warrant more attention.
Followers By Country
What it shows:
- A bar chart displaying the number of followers per country.
- Offers a clear view of your brand's global audience distribution.
How to use:
🌐 Prioritize International Strategy:
- Identify where the largest segments of your audience are located.
- If the U.S. leads in followers, prioritize content that reflects U.S. culture, time zones, and seasonal trends.
📈 Guide Localization Efforts:
- Develop region-specific messaging or translations for countries with significant follower counts.
- Helps increase relevance and engagement in non-native markets.
📊 Inform Ad Targeting & Budget Allocation:
- Optimize global ad spend by focusing on countries with the most active or growing audiences.
🧭 Spot Growth Opportunities:
- Use this data to identify underrepresented countries where additional outreach, partnerships, or campaigns could build your audience.
Page Fans By Locale
What it shows:
- A breakdown of your Facebook fans by their locale, which combines language and regional setting (e.g., en_US for English - United States, es_MX for Spanish - Mexico).
- Helps identify the primary language and regional preferences of your audience.
How to Use It
- Adjust your language and tone to match the top locales.
- This insight is valuable for creating multilingual content or translating campaigns.
Location Table
What it shows:
Detailed performance metrics for each business location or brand page, including:
- Page Reach: Total Reach at the location level.
- Organic, Paid, and Viral Page Reach: Detailed breakdown by reach type.
- Post Reach: Total reach of posts for the location.
- Organic Post Reach: Organic Reach at the post level.
How to use:
- Use this table to assess which locations are performing best and which might need additional resources.
- Compare organic reach vs. paid reach to determine ROI for paid efforts at each location.