Understand the terms to read your insights
Metrics such as reach, impressions, saves and shares may look similar but mean different things. Distinguishing them helps answer questions like why views are high while growth is low. This glossary organizes them into reach, engagement and conversion.
Reach and impressions
Reach counts unique accounts; impressions count total displays. They distinguish how many people saw content from how many times it appeared. See the detailed insight glossary for examples.
Engagement, saves and shares
Alongside likes and comments, saves and shares signal value to viewers. Engagement rate also changes depending on whether its denominator is reach or followers.
Conversion and profile visits
Profile visits, external-link clicks and follows show whether content turns interest into action. Combine them with bio-link analytics to see what brings meaningful traffic.
Frequently asked questions
See your own account’s performance in Forcletter.
Connect through Meta OAuth to see posts, Reels and follower metrics together.