Facebook in gas

The Facebook section shows how the company Facebook page linked to your customer account is doing. You will see how followers are growing, how many times the page content was shown and how many people it reached, how people responded to individual posts, how stories did and how many people are signing up for events. This article goes page by page and explains what you will find in each of them and what the individual numbers mean. How a page is linked to gas is described in the articles in the Connected services category.

Before you start

For the section to contain data, all of this has to be true:

When no page is linked to the customer account, gas opens a window with a question and a Connect profile button when you enter the section, which takes you to the settings.

How many pages you can follow in one network is determined by your plan (the Max. profiles per network limit). Pages above the limit are shown greyed out in the selector and cannot be selected. Every role, including the Viewer role, may view the data in this section. An Administrator and a User may link a page, only an Administrator may unlink it.

What the pages of the section have in common

In the header you choose which pages the numbers relate to and which period you are interested in. In the tables (Posts list, Stories, Events) you can also select several pages at once. The table then shows the Page column so you can tell which row comes from where.

Pages with a single metric always have the same layout: three cards (Total, Short-term trend, Long-term trend) and a graph for the selected period below them. On the Ratings page, Average is calculated instead of Total. Below the heading there is usually an explanation of the metric in italics, as Facebook itself describes it.

Graphs of page metrics end with yesterday, because Facebook is still calculating today's numbers. Tables with posts, stories and events, on the other hand, do include today.

Overview

The opening screen of the section, made up of tiles. By default it shows the Followers graph, the Engagements graph and the numeric tiles Video views, Posts (how many were published during the period) and Impressions.

You can adjust the layout: add tiles, remove them, move them, and for some of them switch between a graph and a single number. If you mess the layout up, it can be reset to its default form. The setting applies to you and to the given customer account, nothing gets overwritten for your colleagues.

Followers

How many people follow the page. Facebook counts this as the number of subscriptions minus the number of unsubscriptions over the whole life of the page, so the graph shows the state on each day, not the daily increase. A falling curve therefore means there were more departures than arrivals.

Fans

How many people gave the page a "Like". For pages moved to the new Pages experience, Facebook no longer tracks likes and returns the number of followers instead. On such a page, Fans and Followers therefore show the same number, which is not a measurement error.

Impressions

How many times the page content appeared on someone's screen. Posts, stories, ads and other page content are counted. One person can see the content several times and every impression is counted again.

Reach

How many people saw the page content. Each person is counted once, even if they saw the content five times. Facebook explicitly states that this value is an estimate.

The difference from the previous page: Impressions answers the question "how many times", Reach answers the question "how many people". Reach is therefore always lower than or equal to Impressions.

Visits

How many times people viewed the page profile, that is the page itself, not its posts in their feed. Both logged-in and logged-out visitors are counted.

Engagements

How many times people did something with the page's posts: reactions, comments, shares and other actions. It is a number of actions, not a number of people, so one enthusiastic person can raise the number several times.

Video views

How many times the page's videos were played for at least three seconds (for shorter videos, almost their whole length). A quick swipe past a video in the feed is therefore not counted. Replaying the same video within a single view is not added either.

Ratings

The average number of stars the page received. Instead of Total, the card shows Average and the value is rounded to one decimal place.

In 2018 Facebook replaced star ratings with recommendations (recommend, do not recommend), and for pages in the new Pages experience the rating field returns an empty default value. For most of today's pages this graph therefore stays empty.

Posts

Posts list

A table of posts published in the selected period. In the default view it has the columns Text, Campaigns, Destination, Page, Impressions, Engagements, Video views and Creation time. Clicking the text opens the post detail in gas, next to it there is a link to the post directly on Facebook.

The Impressions column has a thin bar under the number that shows the ratio of organic to paid impressions. Click it and the breakdown is shown with numbers as well.

Further columns are hidden and can be switched on: Type (Photo, Video, Link, Status, Event), Organic impressions, Paid impressions, Unique impressions (how many people, not how many times), Reactions, Comments, Shares and Link clicks. The fixed Summary row at the bottom holds the total for the whole selection and, in brackets, the number of posts found.

The Campaigns column shows the campaigns created in gas that the post falls into. The Destination column appears only for customer accounts with the tourism module.

Timeline

The graph shows how many posts the page published on individual days. It serves to judge how regularly you publish, not performance.

Impressions

A graph of the total impressions of all the page's posts over time. Meta discontinued this metric, details are below in the section Metrics discontinued by Meta.

Post detail

It opens when you click the text of a post in the table. At the top there are the cards Reach, Impressions, Reactions, Shares and Video views, below them the Metric timeline graph, where you can also switch on comments, shares, link clicks, video views and reactions in the legend. If Facebook provided the data, a Reactions breakdown (Like, Love, Haha, Wow, Sad, Angry, Care) and Organic vs. paid impressions are added too. These two cards are not shown on a phone.

Stories

A table of the page's stories with the columns Type, Page, Impressions, Reach, Publication time and Last update time. Click it to open the detail with a preview, the cards Reach, Impressions, Interactions and Engagement rate, and the graph Development over 24 hours.

A story on Facebook disappears after 24 hours and Facebook stops publishing numbers for it. gas therefore captures stories several times an hour and the last measured value stays in the table. The Last update time column tells you when it was taken.

Events

A table of the page's events that fall into the selected period. The columns are Name (the link leads to the event on Facebook), Description, Campaigns, Destination, Page, Interested, Maybe, Attending, Declined, No response, Start time and End time.

The numbers are counts of responses to the invitation, not counts of people who actually turned up at the event. An event appears in the table even if it started before the selected period, as long as its duration overlaps with it.

Metrics discontinued by Meta

In mid-June 2026 Meta stopped publishing some of the page statistics. For the graphs this means the following:

• Reach: Meta replaced the metric with a new one that counts differently (content actually rendered on the screen). gas switched to the replacement, so the series continues, but the values after that date tend to be lower and cannot be compared one to one with the older part of the graph.
• Posts → Impressions (the total impressions of the page's posts): Meta does not offer a replacement. The series ends in mid-June 2026 and no new data is added.
• The other metrics (Followers, Fans, Impressions, Visits, Engagements, Video views) keep running.

In reports, instead of a graph that has dropped to zero, a note is printed for a discontinued metric saying that the metric has been discontinued. As soon as data starts coming in again, the note disappears on its own.

How often the numbers are updated

Facebook recalculates most page statistics once every 24 hours and only some of them more often. On top of that the numbers are an estimate, so they still change slightly for a day or two afterwards.

gas downloads the data continuously: page data roughly once an hour, the list of new posts several times a day, post statistics twice a day, stories several times an hour and events once a day.

Facebook keeps page statistics for two years back. After you link a new page, gas fills in the history up to that limit, but it takes a while, so for the first day or two the graph may be shorter than you expect.

Common problems

The section is empty and gas asks whether I want to connect a profile

No Facebook page is linked to the customer account. Click Connect profile in the window and go through the Meta connection, or agree with the administrator of the customer account whether they should link the page instead. You can verify this in Settings → Customer account → Linked accounts.

The page is greyed out in the selector and cannot be selected

Your plan has a limited number of profiles per network (Max. profiles per network) and this page is above the limit. Either unlink a page you no longer follow (only an Administrator may do that), or write through the contact form to ask for an upgrade of your plan.

The graphs are empty even though the page works normally

Facebook only publishes statistics for pages with 100 or more fans. For a smaller page, gas does not get any numbers and nothing can be done about it until the page crosses the threshold. The other possibility is that you selected a period in which the page was not linked yet.

The numbers do not match what Meta Business Suite shows

Most often it is a matter of terms: the Czech interface of Meta calls "Dosah" what gas calls Reach. So compare according to the definition, not according to the name. Other things play a role too: Facebook admits it estimates some values, numbers are still being calculated for a day or two, and the two applications may have different periods set.

My graph ends in mid-June 2026 and there is nothing after that

That is a metric Meta discontinued on that date. For Reach, the graph should continue after a while from the replacement metric, on the Posts → Impressions page no more data will be added at all. See the section Metrics discontinued by Meta.

Ratings has no data

Facebook replaced star ratings with recommendations and no longer publishes the value for pages in the new Pages experience. An empty graph here does not mean there is a problem with the link.

Fans and Followers show the same number

For pages moved to the new Pages experience, Facebook removed likes and returns the number of followers instead of the number of fans. Both pages therefore show the same thing. Work with Followers, that metric makes sense today.

Today is missing from the graph

For page metrics this is intentional: Facebook is still calculating today's numbers, so the graph would end with a falling stub. The tables of posts, stories and events do include today.

A new post is not in the table yet

The posts list is topped up several times a day and their statistics twice a day, so a freshly published post appears with a delay. Also check the selected period: the table filters by the creation time of the post.

The data has stopped and nothing new is added

Most likely access to Meta stopped working, for example when the colleague whose sign-in the link depended on left the company or revoked the access. In Settings → Connected services and next to the linked account, Connection paused appears in that case, with a Paused label and a Reconnect button. The link is restored by someone who has access to the page on Facebook. If the label is on someone else's link, contact the colleague whose email address is in the column with the owner of the link.

Only some numbers are missing for one page

This is usually a lost permission for one specific page, even though the sign-in to Meta otherwise works. gas reports it next to the linked account with a text saying it lost the permission to follow the profile. Click Reconnect and allow the page again in the Facebook dialog, leaving everything it offers ticked.

A story has lower numbers than I saw on Facebook

Stories live for 24 hours and once they disappear Facebook publishes no numbers for them. The last value gas managed to load stays in the table. The Last update time column shows when that was.

An event is missing from the table

The table shows only events that fall into the selected period, so for an event planned far ahead, move the period to the date it takes place. The list of events is also refreshed once a day, so a freshly created event appears only the next day.

A column I need is missing from the table

Some columns are hidden so that the table is not cluttered. Open the column settings above the table and switch the missing column on. gas remembers the column selection for your user account.

I cannot see the Facebook section in the menu at all

Menu items may be hidden for your user account. Write through the contact form and state which section you need to have made available.