Welcome to your definitions overview article for all the metrics used within the Social Analytics Reports!

Please see each Report's metrics below:

The most frequently asked question about Social Analytics Metrics is: 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.


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, shares, and clicks on the post.

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

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)

(Post Engaged Users/Reach)*100

Engaged users are any users who have interacted or clicked within your post, such as users who like, comment, share, or watch a video.

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.

Up to 6 hours

TOTAL IMPRESSIONS

Total number of times the media object has been seen.

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. This includes organic activity only. Values are attributed to the post date.

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

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, 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 posts 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.

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.


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, no historical data.

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.

Every 5 minutes

TOTAL IMPRESSIONS

A count of how many times the Tweet has been viewed.

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 both organic and paid activity.

Every 5 minutes

FOLLOWER LINE GRAPH

Daily: The total number of people who follow our handle.

Every 5 minutes

IMPRESSIONS LINE GRAPH

A count of how many times the Tweet has been viewed.

Every 5 minutes

ENGAGEMENT TYPE

A count of the number of times a user has interacted with the Tweet.

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

Every 5 minutes


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

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).

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.

Up to 48 hours

AUDIENCE LOCATION

The countries of the page’s followers.

Up to 48 hours


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

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 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 include in calculation.

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 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.

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.

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


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


Thank you for reading. If you have any further questions, feel free to reach out to us via Live Chat!

Team Meltwater

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