Specifically, these are the following metrics:

  • Interactions
  • Likes
  • Comments
  • Shares
  • All types of recactions (Love, Haha, Wow, Sad, Angry)

The primary objective of this adjustment was to increase the transparency and clarity of the published numbers. Quite often we have been confronted by the client by presenting numbers higher than those he sees on Facebook right under the post. So let’s look at how it really was and what adjustment we made as a result of it. What is the Facebook approach to this matter Facebook allows its users to see number of likes, comments and shares in the onPost variant, i.e. you can see the number of interactions of the post under the post, but these values no longer contain interactions from shared places (situations where someone else shares their post and collects new interactions there with the new audience).

Page administrators have the option to click through the Business Manager to complete results that also include onShares data (i.e. interactions from shared places), but most people are primarily aware of the numbers just below the post.

In its Insights, Facebook nowadays displays data that includes both onPost and onShares results, i.e. a total value and so even its own outputs can be confusing.

How did we deal with it

In order to avoid any unnecessary doubts, we decided to show both the total numbers of each type of interaction (onPage + onShares) in the Analytics modules, as well as their breakdown into onPage and onShares views. Therefore, our numbers always match the Facebook outputs regardless of whether you are looking at Insights or directly on the post. In charts and in the “Posts that aroused the most emotions” report, we continue to work with Total number of interactions (onPage + onShares).

postsOnShares data is available only for pages you have management rights for. So if you add a different page than your own one to the Analytics module, this breakdown will be missing and ZoomSphere will display “only” the onPage variant. Also in Comparisons modules we will continue to work solely with onPage data expressions, so that we can compare our own pages with others for whom we do not know the onShares portion.

Quantified onShares data gives a new, interesting view on engagement evaluation

If you want to spread awareness about your brand, you can do it in paid form or bet on viral sharing of your content. Posts that are shared by your users are getting a new audience, the size of which can be measured using a viral reach metric. However, the quality of this new audience is debatable. And this can be indicated by the number of interactions on shared places. In practice, you can realize that there are more benefits for you and your objectives with the posts that are shared less times, but within the right target group.