Paid Reach - The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.

Facebook Page Reach - The number of people who saw any content from your Page or about your Page, including posts, stories, ads, social information from people who interact with your Page and more. Reach is different from impressions, which may include multiple views of your posts by the same people.

Instagram Reach - The number of unique accounts that saw any of your posts or stories at least once. Reach is different from impressions, which may include multiple views of your posts by the same account.

Audience - Aggregated demographic data is based on a number of factors, including age and gender information users provide in their Facebook profiles.

Facebook Page Visits - The number of times your Facebook Page was visited.

Instagram Profile Visits - The number of times your Instagram Profile was visited.

Paid Reach - The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.

Paid Impressions - The number of times your ads were on screen.

Post Engagements - The total number of actions that people take involving your ads on Facebook. 

How Post Engagement is Used: Post engagement indicates that your ads are relevant to your target audience, which helps your ads perform better. When people see ads that are relevant to them, they're more likely to interact with those ads. This metric lets you measure these interactions and compare them to engagement from other ads or campaigns. 

How Post Engagement is Calculated: Post engagement includes all actions that people take involving your ads while they're running. Post engagements can include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link. 

Post Engagement Breakdown Metrics: Post shares, post reactions, post saves, post comment, post likes, post interactions, 3-seconds video plays, photo views, link clicks