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    Later's Facebook Analytics

    Jenny Cowan
    • Updated

    In this Article:

    With Later’s Facebook Analytics, you can monitor your Facebook Page’s performance, identify trends, measure growth over time, and discover which posts drive the most engagement.

    What you need to know

    Facebook Analytics is available to users with a connected Facebook Page on one of Later’s paid plans.

    Keep in mind:

    • Analytics require at least 100 followers on your Page
    • Data refreshes every 24–48 hours
    • Insights may take up to 48 hours to appear after connecting your Page
    • Facebook Groups and personal profiles aren’t supported on Later
    • Facebook Analytics is only available on desktop at app.later.com

    Accessing Facebook Analytics

    1. From the side menu in Later, select Analytics
    2. At the top of the page, choose your Facebook Page from the profile picker
    3. Switch between the Overview and Post Performance tabs to see your analytics

    Tip: If you see a message such as “Need 100 followers to see data”, your Page hasn’t met Facebook’s minimum requirement for analytics.

    Overview

    The Overview tab shows how your Facebook Page is performing overall. It includes:

    • Page Summary – A snapshot of key metrics for the last 90 days
    • Page Growth & Discovery – How your Page is growing and being discovered
    • Page Interactions – How people are interacting with your content
    Note: Due to recent Meta API deprecations, Page Likes and Impressions are no longer available via the Meta API and have been removed from Later’s Facebook Analytics. Metrics and sections relying on these data points have been updated or replaced where applicable.

    Page Summary

    The Page Summary section gives you a quick overview of your Page’s performance over the last 3 months (90 days). The date range in this section can’t be customized.

    You’ll see the following metrics:

    • Followers – Number of people who follow your Page
    • Page Media Views – Total times your Page’s media was viewed
    • Reach – Number of unique people who saw content from your Page
    • Page Views – Total number of times your Page was viewed by logged‑in or logged‑out users
    • Reactions – Total number of reactions on your posts
    • Engagement – Interactions with your Page’s content
    Engagement is calculated as: (Reactions + Comments + Shares + Post Clicks) ÷ Reach

    Page Growth & Discovery

    The Page Growth & Discovery section helps you understand how your Page’s audience and visibility change over time.

    You can use the date picker to customize the time range for these graphs.

    Page Interactions

    The Page Interactions section shows how people interact with your Page over time.

    You’ll see:

    • Reactions – Total reactions on posts each day
      • Facebook Page reactions include like, love, care, wow, haha, sad, and anger
    • Engagement – How engaging your content is each day
      • Engagement is calculated as: (Reactions + Comments + Shares + Post Clicks) ÷ Reach

    Post Performance

    The Post Performance tab shows detailed analytics for each post on your Facebook Page. Use this tab to understand which posts perform best.

    Note: Facebook Reels are not currently included.

    Highlights

    At the top of the tab, Highlights summarize selected metrics across all posts for the chosen date range and covers:

    • Engagement rate – Total engagements divided by reach on posts in the selected time period
    • Engagements – Total reactions, clicks, comments, and shares on posts in the selected time period
    • Impressions – Total times posts entered a person's screen in the selected time period

    Users on the Growth plan and up can also customize how Engagement Rate is calculated by selecting which metrics contribute to Engagements.

    facebook-analytics-highlights-customize-metrics.png

    Detailed Post Performance

    The Detailed Post Performance table displays each post along with its metrics.

    Available Metrics

    • Engagements – Reactions, comments, shares, and clicks
    • Views – Total number of times the post’s media was viewed (replaces Impressions)
    • Reach – Estimated number of unique people who saw the post
    • Clicks – Total number of clicks on your post
    • Likes – Number of likes
    • Shares – Number of times the post was shared
    • Comments – Number of comments
    Note: Facebook updates post‑level data for up to two weeks after a post is published. Numbers may differ slightly from what appears on Facebook.

    Working with the table

    • Use the date picker to adjust the timeframe
    • Use Hide Columns to remove metrics you don’t use
    • Select column headers to sort posts by metric
    • Use Export CSV to download all visible data

    Cells are shaded to indicate performance relative to your other posts

    Troubleshooting & FAQs

    Why don’t I see any Facebook Analytics data?

    Common reasons include:

    • Your Page has fewer than 100 followers
    • Your Page was just connected to Later (allow 24–48 hours)
    • Facebook is experiencing delays

    Why is my data delayed?

    Facebook processes analytics data with a 24–48 hour delay, so insights aren’t real‑time.

    Why don’t I see Reels analytics?

    Facebook Reels are not currently supported by Facebook’s analytics API for third‑party partners.

    Why are the numbers different between Later and Facebook?

    Differences may occur if:

    • Facebook recalculates data after Later has already ingested it
    • Later collect post-performance metrics for 2 weeks post-publication
    • Time ranges or time zones differ
    • Facebook uses different aggregation rules for Page‑level vs post‑level metrics

     

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