The Audience growth section shows you how your audience evolves over time. You can choose to see:
the graph with total number of fans or
the variation graph - the graph on which you can see two metrics on a daily basis:
fans added: number of people who have liked your Page (unique users)
fans removed: number of unlikes of your Page (unique users)
Below, there is breakdown of new fans:
new organic fans: number of people who liked your Page organically - e.g. they visited the Page, searched for the Page, saw Page's content in the Feed or saw Page in Suggested Pages.
new paid fans: number of people who liked your Page as a result of an ad or sponsored story.
To be able to give you an idea of how many new fans you are able to retain, the Net new fans metric is calculated: (New organic fans + New paid fans) - Unlikes.
Finally, the total number of fans is shown - this is total number of people who have liked your Page. (unique users).
