Number of Fans

Number of fans, who liked the fanpage.

Response Time

The Response Time describes how long a page needs to respond to userposts. For this value, we only take into account when a page makes a comment to a userpost. This is mainly because Facebook does not provide time values for likes and shares. We first calculate the response time for each userpost and then take the median of all posts for the selected period of time. The median is the value, that is exactly in the middle of all values, when you sort them.

Example: Page A from our previous example reacts within the following timeframes:

Userpost 1: commented by page after 10 minutes (0.17h),
Userpost 2: commented by page after 45 minutes (0.75h),
Userpost 3: commented by page after 2 hours (2h),
Userpost 4: commented by page after 20 hours (20h),
Userpost 5: commented by page after 53 minutes (0.88h)

If you sort all durations you get the following list: 0.17h, 0.75h, 0.88h, 2.00h, 20.00h

The value in the middle is 0.88h, so the Response Time is 0.88 hours.

Why don’t we take the average of all values? The average has two problems: First of all, the average is very prone to overevaluate outliers. In our example, one post was responded to only after 20 hours. If you calculated the average of the values, you would get to 4.76 hours. This is much higher than you would think fair if you looked at the other posts. Secondly, these 4.76 hours are a completely fictive value, whereas the 0.88 hours of the median can be clearly and correctly explained to any interested party (your boss or client) as: “Half of all userposts are responded to in less than 0.88 hours.”

Service Level

The service level shows how many userposts get a reaction by the page in form of a like, a comment or deletion. Reactions on “regular page posts” (published by the page itself) do not count.

Example: Page A got 20 userposts within the chosen period of time. 4 of them got a like, 5 a comment and 2 were deleted; 11 userposts got a reaction, which equals 55% ( 11 / 20 * 100 = 55).


The ad value is calculated by taking the estimated post reach and an average price for online advertisement into account (CPM).

It shows how much you had to spend with common online ads (outside from Facebook) to get as much as reach as you got on Facebook with the selected posts / time period. We use an estimated CPM of 12.00 € and multiply it with the estimated reach.

The ad value does NOT show the amount you’ve spent on Facebook into ads.

Note: You can set your own CPM for different post types if you’re the admin of a page and granted us insight rights. The Ad Value does not proportionally depend on the number of fans, but more important is the engagement.

Page Performance Index

The Page Performance Index (PPI) is a combination of engagement and growth. It combines both figures to provide an estimate value for a pages success and is based on the average growth and engagement values of all pages in our index.

We start by by calculating values between 0 and 100%, both for the Engagement and for the Growth. These values serve as a comparison to all other pages in our index.

A value will be set to 100%, if a page is part of the top 10% for this value, so 90% of the pages we are monitoring have a lower value.

Afterwards the engagement and growth are multiplied, the square root is extracted and the values scaled to 100 to present the top end.

Example: Page A has an average Growth rate of 3% and an Engagement rate of 0.2%. Both values are better than 90% of all pages in our index, which produces “temporary” values of 100% Growth and 100% Engagement. These temporary stand-in values multiplied equals 10,000 (100*100), the square root of 10,000 again is 100, which results in a PPI of 100%.

Total Reactions, Comments, Shares

Number of interactions on page-posts, that were published in selected time period.


The Engagement shows an average amount of how often a fan interacts with the posts of a page. It is calculated by dividing the daily amount of reactions (likes, love, wow, haha etc.), comments and shares by the number of fans. If you are looking at a longer period of time it takes the average of the daily Engagement rates.

Example: Page A yields the following interaction values:

Monday: 20 interactions and 3500 fans
Tuesday: 0 interactions and 3590 fans
Wednesday: 37 interactions and 3700 fans
Thursday: 100 interactions and 3750 fans
Friday: 0 interactions and 3755 fans
Saturday: 0
Sunday: 2 interactions and 3783 fans

That leads to the following daily Engagement Rates:

Monday: 0.0057 (20/3500) or 0.57%
Tuesday: 0 (0/3590)
Wednesday: 0.01 (37/3700) or 1%
Thursday: 0.027 (100/3750) or 2.7%
Friday: 0
Saturday: 0
Sunday: 0.00053 (2/3783) or 0.053%

For the whole week, we get the average Engagement value of: (0.0057+0+0.01+0.027+0+0+0.00053)/7 = 0.0062 or 0.62% That means, in this week each fan interacted 0.0062 times with the posts of the page.

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