title: What are the meaning of some of the "deeper" insights metrics? Why is my Daily Organic Reach less than my Daily Reach of Page Posts?
body: <p>I use FB Insights data everyday when running analysis for my company.  However, I have had some inconsistencies in the data and don't know if it is caused by a misunderstanding of the meaning of the "deeper" metrics.  I have searched everywhere and am hoping that someone can help me.  </p>
  
  <ol>
  <li>Key Metrics tab: 
  <ol>
  <li>Why is my Daily Organic Reach less than my Daily Reach of Page Posts?  What is the count delta from?  What is not included in Daily Organic Reach this included in Daily Reach of Page Posts?</li>
  <li>Can you reach the same person Organically and Virally?  Why does Organic Reach + Viral Reach equal to more than Total Reach (and Paid Reach is 0)?</li>
  </ol></li>
  <li>‘Daily Likes Sources’ tab:
  <ol>
  <li>What are the full definitions of each of the sources: profile_connect, mobile, api, recommended_pages, page_suggestions, timeline, external_connect, page_profile, hovercard, search, ticker, like_story</li>
  <li>Are mobile likes independent of the others?</li>
  <li>Why would the Daily New Likes column in the Key Metrics tab not equal the summation all the columns for the same day in the Daily Likes Sources tab?</li>
  </ol></li>
  <li>‘Daily Viral Reach by Story Type’ tab:
  <ol>
  <li>What are the full definitions of each of the story types: fan, page post, user post, mention?</li>
  <li>If we normally get 1-5 viral uniques from user post, and then one day get 1.5k, what is the likely source of this?</li>
  </ol></li>
  <li>‘Daily Page Consumers by Consumption Type’ tab:
  <ol>
  <li>What are the full definitions of the consumption types: other click, link click</li>
  <li>Are photo views and video views included in other clicks?</li>
  </ol></li>
  </ol>