Welcome to your definitions overview article for all the metrics used within the Social Analytics Dashboards!
Please see each dashboard's metrics below:
The most frequently asked questions about Social Analytics Metrics are:
Why do some metrics not include today’s data?
A: Most metrics will update once every 24 hours. Some metrics, several times during the day based on availability.
How long do you continue to poll new data on a post in the past?
A: For Facebook, Instagram, LinkedIn, and Twitter metrics on post are polled for 30 days. For YouTube, metrics on the last 500 videos are polled.
Facebook Overview
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL FANS | Lifetime: The total number of people who have liked your Page. | Up to 24 hours |
NEW FANS | The number of new people who have liked your Page. | Up to 24 hours |
TOTAL ENGAGEMENTS | The number of times people have engaged with your posts through likes, comments, views, shares, and clicks on the post. Engagements include organic and ads. | Up to 24 hours |
TOTAL POSTS | The total number of Page posts within the specified date range. | Up to 6 hours |
TOTAL IMPRESSIONS | The number of times your Page's posts entered a person's screen. Posts include statuses, photos, links, and videos. Impressions include organic and ads. | Up to 6 hours |
TOTAL VIDEO VIEWS | The number of times your videos were played for at least 3 seconds, or for nearly their total length (if they were shorter than 3 seconds). During a single instance of a video playing, we exclude any time spent replaying the video. | Up to 24 hours |
POST LINK CLICKS | The number of times that users clicked on the links within your posts during the reporting period. This includes both organic and paid activity. | Up to 24 hours |
FAN COUNT LINE GRAPH | Daily: The total number of people who like your Page. | Up to 24 hours |
AUDIENCE SIZE LINE GRAPH | Daily: Trend of your Page's new likes and unlikes, along with the net new fans. | Up to 24 hours |
CONTENT TYPE BREAKDOWN | The total number of Page posts within the specified date range, broken out by type (Link, Offer, Photo, Status, Video). | Up to 6 hours |
IMPRESSIONS BREAKDOWN | Daily: The number of time your Page’s posts entered a person’s screen. Posts include statuses, photos, links and videos | Up to 24 hours |
VIDEO VIEWS LINE GRAPH | Daily: The number of times your videos were played for at least 3 seconds, or for nearly their total length (if they were shorter than 3 seconds). During a single instance of a video playing, we exclude any time spent replaying the video. | Up to 24 hours |
DEMOGRAPHICS | Age and gender breakdown of the users who follow your Handle. | Up to 24 hours |
AUDIENCE LOCATION | The countries of your Page’s followers. This does not include the current day’s data. | Up to 24 hours |
AUDIENCE ONLINE | The number of people who liked your Page and when they are online in PST/PDT. | Up to 48 hours. Time shown in PDT/PST. |
TOP PERFORMING POSTS | Analysis of top and bottom brand posts published within the specified date range. | Up to 6 hours |
POST ENGAGEMENT RATE (List view) | engagement rate = (total post engagements/reach) X 100
Engagements include organic and ads and represent interactions such as when users like, comment, share, etc. | Up to 6 hours |
Instagram Overview
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL FOLLOWERS | Lifetime: Total number of unique users following the Business Account. | Up to 24 hours Time of connection forward, no historical data. |
WEBSITE CLICKS | Total number of taps on the website link in the Business Account's profile. | Up to 24 hours |
TOTAL POSTS | The total number of brand posts within the specified date range, including feed posts, stories, and reels. | Up to 6 hours |
TOTAL IMPRESSIONS | Total number of times the media object has been seen. Impressions Include organic and promotions. | Up to 24 hours |
PROFILE VIEWS | Total number of unique users who have viewed the Business Account's profile within the specified period. | Up to 24 hours |
TOTAL ENGAGEMENT | The total number of times users liked, commented and saved your posts, videos, or reels. This includes organic activity only. Values are attributed to the post date. Engagement includes organic only. | Up to 24 hours |
TOP PERFORMING POSTS | Analysis of top and bottom brand posts published within the specified date range. | Up to 6 hours |
POST ENGAGEMENT RATE (List view) | (Engagement / Impressions)*100
Engagement includes organic only, while Impressions Include organic and promotions. | Up to 6 hours |
FAN COUNT LINE GRAPH | The number of new people who have followed your Business Account. | Up to 24 hours |
CONTENT BREAKDOWN | The total number of Handle posts within the specified date range, broken out by type (Carousel Album, Image, Reel, Story, Video). Post impressions are the total number of times the objects (i.e. posts, stories, and promotions) have been viewed, including activity generated by an ad. Does not include profile views | Up to 6 hours |
DEMOGRAPHICS | Age and gender breakdown of the users who follow your brand. | Up to 48 hours |
TOP PERFORMING STORIES | Analysis of top and bottom brand stories published within the specified date range. | Up to 6 hours Time of connection forward, no historical data. |
STORY COMPLETION RATE (List view) | ((Impressions - Tap Forward - Tap Backs - Exits) / Impression)*100 | Up to 6 hours Time of connection forward, no historical data. |
TOP PERFORMING REELS | Analysis of top and bottom brand reels published within the specified date range. | Up to 6 hours |
REELS ENGAGEMENT RATE (List view) | (Saves + likes + comments * 100) / plays
Metric is estimated and in development. | Up to 6 hours |
AUDIENCE LOCATION | The countries of the Business Account's followers. This does not include the current day's data. | Up to 48 hours |
AUDIENCE ONLINE | The number of people who liked your Page and when they are online in PST/PDT. | Up to 48 hours Time shown in PDT/PST. |
LinkedIn Overview
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL FOLLOWERS | Lifetime: The total number of people who have followed your LinkedIn. | Up to 48 hours |
NEW FOLLOWERS | The number of new people who have followed your profile. | Up to 48 hours |
TOTAL ENGAGEMENTS | The number of times people have engaged with your posts through clicks, likes, comments, and shares. Engagements include organic only.
Note: Engagement rates are calculated on a per-post basis for LinkedIn following the formula below: | Up to 48 hours |
TOTAL UPDATES | The total number of page updates (posts) within the specified period. | Up to 48 hours |
TOTAL UPDATE IMPRESSIONS | The total number of views when the update is at least 50% on screen for at least 300 milliseconds, or when it is clicked (whichever comes first). Impressions include organic only. | Up to 48 hours. |
TOTAL PAGE VIEWS | The total number of LinkedIn page views broken out by source. Mobile metrics include LinkedIn native apps and mobile web browsers. | Up to 48 hours |
POST LINK CLICKS | The number of times during the reporting period users clicked on the link, media, more icon in the top right corner, or organization page from your posts. This includes organic activity only. | Up to 48 hours |
TOP PERFORMING POSTS | Analysis of top and bottom page updates published within the specified date range. | Up to 48 hours |
FOLLOWER LINE GRAPH | Daily: The number of people who have followed your page by day. | Up to 48 hours |
NEW FOLLOWER LINE GRAPH | Lifetime: The total number of people who have followed your LinkedIn page. | Up to 48 hours |
PAGE VIEWS: DESKTOP VS MOBILE | A breakdown of LinkedIn page views over time, broken out by desktop and mobile views. Mobile metrics include LinkedIn native apps and mobile web browsers. | Up to 48 hours |
DAILY: IMPRESSIONS | The total number of views when the update is at least 50% on screen for at least 300 ms, or when it is clicked, whichever comes first. | Up to 48 hours |
CONTENT BREAKDOWN | The total number of page updates within the specific date range, broken out by type. Rich media is a unique type for LinkedIn. | Up to 48 hours |
ENGAGEMENT BREAKDOWN | A count of the number of times a LinkedIn user has interacted with one of your LinkedIn page’s updates. Engagements include organic only. | Up to 48 hours |
AUDIENCE LOCATION | The countries of the page’s followers. | Up to 48 hours |
Twitter Overview
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL FOLLOWERS | Lifetime: The total number of people who have followed your brand's handle. | Up to 6 hours Time of connection forward, 7 day backfill. |
TOTAL ENGAGEMENTS | A count of the number of times a user has interacted with the Tweet. Engagements include Retweets, Favorites, Replies, URL Clicks, Hashtag Clicks, Mention Clicks, and Media Views. Engagements include organic and ads. | Every 5 minutes |
TOTAL IMPRESSIONS | A count of how many times the Tweet has been viewed. Impressions include organic only. | Every 5 minutes |
TOTAL OUTBOUND TWEETS | The total number of brand Tweets published within the specified date range. | Every 5 minutes |
TOTAL VIDEO VIEWS | A count of how many times a video in the given Tweet has been 50% visible for at least two seconds. | Every 5 minutes |
POST LINK CLICKS | The number of times users clicked on the links within your posts during the reporting period. This includes organic activity only. | Every 5 minutes |
FOLLOWER LINE GRAPH | Daily: The total number of people who follow our handle. | Every 5 minutes |
ENGAGEMENT TYPE | A count of the number of times a user has interacted with the Tweet. Includes organic and ads. | Every 5 minutes |
CONTENT BREAKDOWN | The total number of brand Tweets published within the specified date range, broken out by type (Gif, Photo, Text, Video). | Every 5 minutes |
TOP PERFORMING TWEETS | Analysis of top and bottom brand Tweets published within the specified date range. | Every 5 minutes |
ENGAGEMENT RATE (List view) | (Engagements / Impressions)*100
Engagements include organic and ads, while Impressions include organic only. | Every 5 minutes |
YouTube Overview
METRICS | DEFINITION |
TOTAL SUBSCRIBERS | The number of subscribers on the last day of period. |
NEW SUBSCRIBERS | The number of times users subscribed to your YouTube channel during the reporting period. |
VIDEO VIEWS | The number of times that your video was viewed in the selected reporting period. This includes organic activity only. |
TOTAL ENGAGEMENTS | The total number of times users liked, disliked, commented on, shared, clicked on annotations, clicked on cards within your video, and subscribed to your channel from the video during the reporting period. |
PUBLISHED VIDEOS | The number of published videos in the period. |
TikTok Overview
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL FANS | Lifetime: The total number of followers your accounts have during the selected period. | Up to 24 hours |
NEW FANS | The number of new people that have followed your accounts. | Up to 24 hours |
TOTAL ENGAGEMENTS | The number of Reactions, Comments, and Shares on your channel’s videos for the selected period. | Up to 24 hours |
TOTAL POSTS | The total number of posts to your accounts within the specified date range. | Up to 6 hours |
TOTAL PROFILE VIEWS | The total number of times your profiles were viewed in the selected period. | Up to 6 hours |
TOTAL VIDEO VIEWS | The total number of times your account's videos were viewed in the selected period. | Up to 24 hours |
POST REACH | The total number of unique users who watched your videos. | Up to 24 hours |
TOP PERFORMING POSTS | Analysis of top and bottom brand posts published within the specified date range. | Up to 6 hours |
FOLLOWER COUNT LINE GRAPH | Daily: The total number of daily followers vs the net new followers per day | Up to 24 hours |
CONTENT BREAKDOWN | The number of posts per day vs the engagements. | Up to 24 hours |
PROFILE VIEWS | The total number of times your channel's profile has been viewed during the selected period. | Up to 6 hours |
VIDEO VIEWS | The total number of times your account's videos were viewed in the selected period. | Up to 24 hours |
POST REACH | The total number of unique users who watched your videos. The values are attributed to the time/date of the post. | Up to 24 hours |
AVG.VIDEO WATCH RATE | Percentage of views that completed watching the full video. The average across videos posted in the selected period. | Up to 24 hours |
TOTAL TIME WATCHED | The total amount of time people spent watching your videos (in seconds). | Up to 24 hours |
AVG. TIME WATCHED | The average amount of time people spent watching your videos (in seconds). | Up to 48 hours. Time shown in PDT/PST. |
AVG POST ENGAGEMENT RATE | The number of likes, comments, and shares of your videos, as a percentage of the number of unique users who watched them. This is calculated as ((comments + likes + shares) / (video views)). | Up to 6 hours |
AUDIENCE COUNTRIES | The total number of followers averaged over the past 60 days. Data is available only for accounts with more than 100 followers. | Up to 24 hours
|
AUDIENCE GENDER | The breakdown of your followers by gender. | Up to 24 hours |
AUDIENCE ONLINE | The number of followers who are active and scrolling by time of the day. Data is available only for accounts with more than 100 followers. | Up to 48 hours. Time shown in UTC. |
Cross-Channel Overview
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL FANS | The total number of fans and followers of your brand, split out by channel (Facebook, Twitter, Instagram). | 24 hours |
TOTAL POSTS | The total number of brand posts within the specified date range. | 24 hours |
TOTAL IMPRESSIONS | The number of times your Page's post entered a person's screen Posts include statuses, photos, links and videos.
Impressions include organic and ads for Facebook and Instagram and organic only for LinkedIn and Twitter. | 24 hours |
TOTAL VIDEO VIEWS | The number of times your videos were played for at least 3 seconds, or for nearly their total length (if they were shorter than 3 seconds) on Facebook. A video view on Twitter is calculated based on the number of times that a video in a given Tweet has been 50% visible for at least two seconds. Instagram does not report video views by day and is not included in the calculation. | 24 hours |
TOTAL ENGAGEMENTS | A summary widget showing total engagement across all connected channels (Facebook, Instagram, Twitter, and LinkedIn). Comprises all likes and comments. Shows delta between current and previous period.
Engagements include organic and ads for Facebook and Twitter and organic only for Instagram and LinkedIn. | 24 hours |
POST LINK CLICKS | The number of times that users clicked on links from your posts during the reporting period. It includes both organic and paid for Facebook, and organic only for Twitter and LinkedIn. | 24 hours |
TOP PERFORMING POSTS | Analysis of top and bottom brand posts published within the specified date range. | 24 hours |
TOTAL FAN COUNT LINE GRAPH | Daily: The total number of fans/followers, split out by channel (Facebook, Twitter, Instagram). | 24 hours |
TOTAL IMPRESSIONS LINE GRAPH | The number of times your Page's post entered a person's screen. Posts include statuses, photos, links and videos, split out by channel (Facebook, Twitter, Instagram). | 24 hours |
TOTAL ENGAGEMENT LINE GRAPH | Daily: The total number of likes and comments, split out by connected channel (Facebook, Instagram, Twitter and LinkedIn)
Engagements include organic and ads for Facebook and Twitter and organic only for Instagram and LinkedIn. | 24 hours |
TOTAL VIDEO VIEWS LINE GRAPH | Daily: The number of times your videos were played for at least 3 seconds, or for nearly their total length (if they were shorter than 3 seconds) on Facebook. A video view on Twitter calculated based on the number of times that a video in a given Tweet has been 50% visible for at least two seconds. Instagram does not report video views by day and is not included in calculation. | 24 hours |
Cross-Channel Tags
METRICS | DEFINITION | FREQUENCY OF UPDATES |
TOTAL IMPRESSIONS LINE GRAPH | Includes Twitter, Facebook, Instagram, and LinkedIn impressions on your published posts with the tag applied.
Impressions include organic and boosted posts for Facebook and Instagram and organic-only for LinkedIn and Twitter. | 24 hours |
TOTAL ENGAGEMENTS LINE GRAPH | Includes Twitter likes and retweets, Facebook reactions, comments, shares, and message clicks, Instagram likes, comments, shares, and story replies, and LinkedIn likes, comments, and shares of your published posts with the tag applied.
Engagements include organic and ads for Facebook and Twitter and organic only for Instagram and LinkedIn. | 24 hours |
TOTAL CLICKS LINE GRAPH | Includes clicks on links on Twitter, Facebook, and LinkedIn for your published posts with the tag applied. | 24 hours |
VIDEO VIEWS LINE GRAPH | Includes video views for Facebook, Twitter, and LinkedIn. | 24 hours |
TOP TAGS | Total number of published content with the tag applied within the reporting period. Average Sent per day: Average number of sent messages with the tag applied on each day. | 24 hours |
Facebook Competitive Benchmarking
METRICS | DEFINITION | FREQUENCY OF UPDATES |
Audience Growth | The difference in page fans during the selected time period. This difference is calculated as the page fan count at the beginning of the compare period, subtracted from the page fan count at the end of this time period. | 24 hours |
Engagement Rate | The average number of interactions (reactions, comments, and shares) per post, per follower, on all posts published during the selected time period, expressed as a percentage. | 24 hours |
Page Performance Breakdown | Analysis of the top performing pages by page and post performance. | 24 hours |
Message Type Breakdown | Total number of posts broken out by page and message type. | 24 hours |
Engagements Breakdown | Total number of engagements broken out by page and engagement type. | 24 hours |
Top Performing Posts | Analysis of the top and bottom performing page posts published within the selected time period. | 24 hours |
Instagram Competitive Benchmarking
METRICS | DEFINITION | FREQUENCY OF UPDATES |
Audience Growth | The difference in page fans during the selected time period. This difference is calculated as the page fan count at the beginning of the compare period, subtracted from the page fan count at the end of this time period. | 24 hours |
Engagement Rate | The average number of interactions (comments, likes) per post, per follower, on all posts published during the selected time period, expressed as a percentage. | 24 hours |
Page Performance Breakdown | Analysis of the top performing pages by page and post performance. | 24 hours |
Message Type Breakdown | Total number of posts broken out by page and message type. | 24 hours |
Engagements Breakdown | Total number of engagements broken out by page and engagement type. | 24 hours |
Top Performing Posts | Analysis of the top and bottom performing page posts published within the selected time period. | 24 hours |
Twitter Competitive Benchmarking
METRICS | DEFINITION | FREQUENCY OF UPDATES |
Audience Growth | The difference in handle fans during the selected time period. This difference is calculated as the handle fan count at the beginning of the compared period, subtracted from the handle fan count at the end of this time period. | 24 hours |
Engagement Rate | The average number of interactions (likes, comments, and retweets) per post, per follower, on all posts published during the selected time period, expressed as a percentage. | 24 hours |
Page Performance Breakdown | Analysis of the top-performing handles by page and post-performance. | 24 hours |
Message Type Breakdown | Total number of posts broken out by handle and message type. | 24 hours |
Engagements Breakdown | Total number of engagements broken out by handle and engagement type. | 24 hours |
@mentions Breakdown | The number of mentions sent to the selected handles during the reporting period. | 24 hours |
Top Performing Posts | Analysis of the top and bottom performing handle posts published within the selected time period. | 24 hours |
Facebook & Instagram Paid Performance
METRICS | DEFINITION | FREQUENCY OF UPDATES |
Impressions | Impressions are the number of times ads from the selected campaigns were displayed to a user during the reporting period. | 24 hours |
CPM | Cost per Impression. The average cost per 1000 impressions across selected campaigns. | 24 hours |
Total Actions | The total number of actions that people took after seeing your ads. Actions include engagements, clicks, or conversions. | 24 hours |
CPA | Cost per Action. The average cost per action across selected campaigns. | 24 hours |
Clicks | The total number of times users clicked on your ads driven by selected campaigns. | 24 hours |
CPC | Cost per Click. The average cost for a single click across selected campaigns. | 24 hours |
Web Conversions | The total number of events or conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. The metric is calculated as the rollup of all the standard and customer conversion events. | 24 hours |
CPCON | Cost per Conversion. The average cost for a single conversion across selected campaigns. | 24 hours |
Spend | The estimated total amount of money you've spent on your campaign, ad set, or ad, during its schedule. | 24 hours |
FREQ | Frequency. The average number of times each person saw your ad. This metric is estimated. | 24 hours |
Impressions & Reach Breakdown | Daily exposure of your ads and spend. | 24 hours |
Conversion Funnel | Top-down visual representation of awareness (impressions), interest (actions/clicks), and purchase intent (web conversions). | 24 hours |
Engagements Breakdown | Total number of engagements on your ads broken out by type. | 24 hours |
Ad Spend Breakdown | Breakdown of your total spend by channel. | 24 hours |
Conversions Line Graph | Daily tracking of interest and purchase intent. | 24 hours |
KPIs vs Spend Breakdown | Daily KPI cost analysis of your ads. | 24 hours |
Top Performing Ads | Analysis of the top performing ads published within the selected time period. | 24 hours |
Paid Performance by Campaign or Account | Analysis of the top performing ads published within the selected time period. | 24 hours |
Others | There are approximately 80-90 “other” actions which may be rolled up into the other category. This includes things like: Mobile app feature unlocks, app installs, app uses, video views, donations, trials started, checkins, call confirmation clicks, web applications submitted, mobile app subscriptions submitted, game plays, page likes, custom mobile app actions, mobile app starts, web appointments scheduled, mobile appointments scheduled, etc.. | 24 hours |
Team Performance
METRICS | DEFINITION | FREQUENCY OF UPDATES |
Average first reply time | The average time it took your team to send out the first reply to a received message. | Real time |
Total received messages | The total number of messages received during the reporting period. | Real time |
Actioned messages | The total number of received messages with an action applied during the reporting period. Actions include mark as complete, replies, retweets, likes, and tags. | Real time |
Here is an SLA summary of your response times | Total volume of received messages, actions, and the average first reply time during the reporting period. | Real time |
Most replies | This user sent the most replies during the reporting period. | Real time |
Action rate | The number of total actioned messages divided by total received messages during the reporting period. | Real time |
Slowest first reply time | The longest time a user took to reply in the reporting period. | Real time |
Fastest average time to reply | The user that had the fastest replies (average) in the reporting period. | Real time |
Here are your reply stat totals | Summary of metrics in the reporting period versus the comparison period. | Real time |
Here are your reply stats by team member | Breakdown of the slowest first reply time (minutes), average first reply time (minutes), total replies, and total actions, by user. | Real time |
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