Term Definition 
Engagement Engagement is any action someone takes to engage on your Facebook Page or one of your posts. e.g. likes, comments, shares, views, reactions & clicks.
Reach Reach is the number of people who saw any content from your Page or about your Page at least once.
Impressions Impressions are the number of times any content from your Page or about your Page entered a person’s screen.
Audience Audience is the group of people you want to reach with your ad. eg. location, gender, age & interests.
Boost A Boost post is a type of paid advertisement on Facebook promoting an existing post from a business page. They amplify the reach of your content to appear to a wider range of your target audience outside of people who already follow your page.
Tag When you tag personal pages & business pages you create a link to their profile. The post you tag the person or business in may also be added to that person’s or businesses pages timeline.
Post Facebook Posts are public messages posted to a Facebook user’s entire audience or on a specific person’s profile page
Reel Reels on Facebook are short-form videos. Reels are recommended based on what may be relevant to you and may appear in places like your Feed and Facebook Watch.
Feed Feed is the constantly updating list of stories in the middle of your home page. Feed includes status updates, photos, videos, links, app activity and likes. Posts that you see in Feed are meant to keep you connected to the people, places and things that you care about, starting with your friends and family.





On your profile, your Instagram handle can be found at the very top in black lettering. When you sign up for Instagram, choosing a username is one of the very first things you’ll do. Instagram usernames are actual names or businesses.
Story Twenty-four-hour posts found at the top of the Instagram news feed.
Stories can be pictures or videos; they appear at the top of the Instagram newsfeed and, unless you save your Stories as highlights, they’ll disappear after 24 hours

Stories Highlights is a new part of your profile where you can express more of who you are through stories you’ve shared. And to help you build highlights, your stories will now automatically save into a private Stories Archive so you can easily relive them whenever you want.


Instagram captions might include a call to action, a funny quote, or explain the story behind the picture. Captions are the place for hashtags, too; they’re almost 2,000 characters long, so you can fit a lot in there if you choose.
Direct Message Instagram DM’s are private messages between invited users. DM’s don’t apply to your engagement rate, but they are a great method of building engagement and trust with your followers; conversations over DM can make users more likely to come see your other posts. Responses to your Instagram stories also come to you via direct messaging.


Someone who produces content for a large audience, often in a specific niche.

An influencer creates engaging content for their follower base; most influencers are focused in one specific domain, such as fitness or beauty. Generally, influencers have over 10k followers.



Custom Button Clicks The Custom button clicks metric is the result of the number of clicks your custom (call-to-action) button received from Page visitors.
Page Views The total number of times your company page was viewed during your specified date range.
Unique Visitors How many individual members have visited your page, giving you a good indication of how many people are interested in your company.