Facebook Analytics

Planable Analytics gives you the full picture of your Facebook Page, what your content earned on its own, what your ad budget bought, and how each post performed.

→ Key performance metrics
→ How to access Facebook Analytics
→ Connecting your Meta ad account
→ Organic and paid data on Facebook
→ Top performing content
→ Content and Ads tables
→ Individual post analytics
→ Numbers that look odd but are correct
→ Reports, exports and share links
→ Competitors
→ Pricing

Facebook Analytics tracks your Page performance so you can see what's working and adjust your content strategy. Connect a Meta ad account on top and your results separate into what your content earned organically and what your ad budget paid for. For the wider picture across all your channels, see Planable Analytics.

Key Performance Metrics

With Planable Facebook Analytics, you can track the following metrics:

Engagement: The total number of interactions (likes, comments, and shares) on your posts.
Post Reach: The number of unique users who have seen your posts.
Views: the number of times your content has been displayed. This is the Facebook Page metric that separates into organic and paid, using Meta's own native breakdown, so the wording and grouping match what you see in Meta Business Suite.
Clicks: The number of clicks your post has received.
Reactions Breakdown: Insights into different reactions such as likes, loves, wows, etc.
Comments and Shares: The number of comments and shares on each post.
Page Engagement Rate: The percentage of users engaging with your content relative to total views.
Followers: your follower count and how it changed over the selected period.
Page views: how many times your Page itself was viewed.

Connect a Meta ad account and an Ad spend card joins the row, with CPM, CPC and CTR charted alongside it.

How to Access Facebook Analytics

Click on the Analytics tab.
Select Facebook from the channels section.
Choose the desired date range to view performance data.

Connecting your Meta ad account

Nothing paid shows up until you connect a Meta ad account to your Page. Connecting the Page itself isn't enough, and there's a good reason for that: Meta's Page insights carry no cost information at all. They report impressions and reach, never spend. Ad spend, ad impressions and ad clicks come from a second Meta source, Ads Insights. That's why spend only appears once an ad account is connected, and why it can arrive on a slightly different schedule from your organic data.

Until you connect one, Analytics shows a Connect your Ad account card in the row of metric cards at the top, sitting in the slot where Ad spend will live. Hover it for a short explainer, or dismiss it with the X. If you already have an ad account connected, you won't see the card — your paid data syncs on its own. You can also connect an ad account from the general connecting-pages modal.

You can connect more than one ad account to a Page. A dropdown next to the date picker switches between All ad accounts and a single one.

If an ad account's connection expires, Analytics shows a reconnect prompt instead of serving you stale spend figures. Reconnect the account and your paid data picks up again.

For the full walkthrough, see How to connect an ad account.

Good to know: Facebook and Instagram share the same Meta connection, and each surface is enabled separately in the product. That one Meta Ads Account connection also serves Social Inbox — connect it once, from either place, and you get paid metrics in Analytics and comments on your ads in the inbox.

Organic and paid data on Facebook

Three words do most of the work here:

Organic — a post you published with no ad money behind it.
Boosted — a post you published organically and then put budget behind. It has an organic half and a paid half. In the Content table it carries a Boosted tag and expands into From organic and From paid rows.
Paid, or advertised — ads that never went out on your Page as a normal post, often called dark posts. You won't find them in your content calendar. They live in a separate Ads table.

In the charts, the toggle reads Both / Organic / Paid. "Paid" there means every ad-driven result — boosted posts and dark posts together.

Good to know: the organic vs paid breakdown appears in the single-channel Analytics view only. In cross-channel view your numbers stay blended — switch to your Facebook Page on its own to see the split.

What you'll see once you're connected

An Ad spend card joins the metric cards at the top.
Charts gain the Both / Organic / Paid toggle. On Both, bars stack in two colours with an Organic / Paid legend.
Recent days are drawn as hatched Incomplete data bars. Ad data arrives with a lag, so judge trends on data that's at least a few days old.
Your ads efficiency is charted — CPM, CPC and CTR over time, plus total spend.
The Content table shows your own posts, with a Boosted tag and an expander on the promoted ones.
A second Ads table lists your advertised content.
Cost metrics — Spend, CPM, CPC and CPE — appear wherever spend does. They only ever apply to boosted and paid content, never organic.

What splits on Facebook

Views, at Page level — using Meta's own native breakdown, so the wording and grouping match Meta Business Suite.
Ads efficiency — CPM, CPC and CTR as a chart, plus your total spend.
Views, per post — rows in the Content table expand into an organic and ads breakdown, and the post modal shows "from ads" sub-lines rather than a single blended figure.
Clicks and CTR, per post — both are reported with the same organic and paid split.
Advertised content — dark posts get their own Ads table.

One limit worth knowing up front: inside the Facebook post modal, the organic vs paid split is for Views only. The wider per-post breakdown lives in the Content table.

What doesn't split, and why

Follower gains — Facebook reports the total follower change only, so there's no organic and paid halves to show.
Engagement — a total only.
Page views — a total only.

In all three cases the reason is the same: the Meta API doesn't provide the breakdown, so Planable shows the honest total rather than a split it can't stand behind.

Good to know: if your Page recorded zero paid views for the period you've selected, the paid table doesn't appear at all — it's hidden rather than shown empty. If you expected to see it, widen the date range to a period when your ads were running.

Content and Ads tables

The Content table holds your own posts — the ones published or synced with Planable — so you can compare how each performed across different statistics. The numbers highlighted in blue show you the best-performing post on that specific metric.

Posts you've put budget behind carry a Boosted tag, and expand into From organic and From paid rows so you can see which half of the result your budget paid for. Views, clicks and CTR each carry that split.

Advertised content — dark posts that never went out on your Page as a normal post — isn't in this table. It sits below, in a separate Ads table. Those rows aren't clickable, because there's no Planable post behind them to open.

Individual Post Analytics

Click a post in the Content table and Planable gives you a detailed breakdown, including:

Reach: The number of people who have seen the post.
Engagement: The total number of interactions, including reactions, comments, shares, and clicks.
Reactions Breakdown: A detailed view of different reactions (like, love, haha, wow, sad, and angry).
Comments and Shares: The number of comments and shares the post has received.
Link Clicks: The number of times users have clicked on a link in the post.
Other Clicks: Any additional clicks such as profile clicks or media views.

On a boosted post, the modal splits Views into organic and paid, with "from ads" sub-lines instead of one blended figure. Views is the only metric that splits inside the modal — for the rest of the per-post breakdown, expand the post's row in the Content table.

Good to know: Due to API limitations, Audience analytics are not available for Facebook Pages.

Numbers that look odd but are correct

A few things in the organic vs paid view surprise people the first time. None of them is a bug:

What you see	Why
Hatched bars on the last day or two	Ad data arrives with a delay. It isn't missing, it's still filling in.
Blank gaps in the organic/paid chart on older dates	The split only exists from the point Planable started collecting it. Earlier days genuinely have no breakdown, so we show nothing rather than a misleading zero.
Paid columns disappear when you filter to one ad account	Post-level paid metrics aren't stored per ad account, so they can't be honestly re-split. We hide the columns rather than show a wrong number.
Paid follower gains stay the same when you filter to one ad account	Same reason. Follower gains have no per-account breakdown, and filtering would mislabel another account's paid follows as organic.
The ad spend section disappears after you pause your ads	Once spend for the selected period is zero, the spend section hides itself.
Numbers shift slightly when you change the date range	Organic post metrics are a current snapshot, while paid metrics are summed across the selected range. The two halves of a row answer slightly different questions.
No workspace-wide spend total when your ad accounts use different currencies	We won't add dollars to euros. All ad accounts is only offered when every account shares a currency; otherwise the view is scoped to one account and labelled as such.

Pro tip: comparing against Meta Ads Manager? Use the same date range, check whether you're filtered to one ad account or all of them, and compare on data that's at least a few days old.

Reports, exports and share links

In the report editor, under General details, a Data breakdown selector sets which data the whole report is built from: Total, Organic or Paid. Below it, a Report ad account dropdown scopes the paid figures to all your ad accounts or a single one.

Both options are available for reports built on a single page, on Facebook, Instagram, LinkedIn and TikTok. Cross-channel reports show blended data.

Reports remember which ad accounts they cover, so a saved report or a downloaded PDF shows the same numbers as when you built it.

The Content CSV export includes your paid columns and advertised rows, with a Source column marking each row Organic or Advertised. Paid figures in the export are summed over the date range you exported, not over all time.

Good to know: a public share link follows the data breakdown you chose, not the viewer's. If you build a report on paid data and share the link, whoever holds it sees your ad spend — no Planable account needed. Worth a second look before you send one to a client.

For the step-by-step walkthrough, see Creating customizable reports in Planable Analytics.

Competitors

You can benchmark your Facebook Page against competitors from the Competitors tab in Analytics. Track up to 5 competitor Pages with a comparison table (followers, posting activity, and average engagement), a follower-growth and engagement trend chart, and each competitor's top posts — plus CSV export. Competitor data syncs daily.

See Competitor analytics for the full guide.

Pricing

Planable Analytics is an add-on for your workspaces and is billed separately from your main subscription.

$14 USD per workspace per month
$140 USD per workspace per year

The organic vs paid breakdown is included with Analytics. Everyone with Analytics access has it — there's no second add-on to buy. All you need on top is a connected Meta ad account.

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