However, Facebook Insights offers a broader measure of engagement that goes beyond Likes, comments, and shares, called consumptions.
How is it different? It includes clicks.
How Consumptions Are Calculated
The consumptions metric can be found within Facebook Insights at both the Page and post levels.
Within Facebook Insights, the consumption metric is broken down into four segments:
Other Clicks (which includes clicks – whether Likes, comments or shares – that generate Stories)
Viewing how clicks on your posts are segmented can provide additional information about what types of content are engaging people on your Page. It can also put the volume of other engagement actions in context with the number of Stories created.
For example, you could look at how many people viewed an enlarged version of a photo on your post versus how many people liked, commented on, or shared it.
How to Use It
Why should you care about clicks that don’t create Stories in the News Feed? Because clicks get factored into the News Feed algorithm.
That means measuring clicks on your posts gives you a more complete view of engagement, and a better idea of whether your posts will continue to appear in users’ News Feeds.
When cross-referenced with other key Facebook metrics, consumptions can prove extremely valuable in measuring content performance.
For example, by keeping an eye on your Facebook consumptions, you can establish a goal click-through rate for each consumption type. Then you can tweak your content and experiment to discover which changes make those consumption share percentages move.