Getting Started with Measure

Access and use Measure for Owned Social Analytics

Cheyenne V. avatar
Written by Cheyenne V.
Updated this week

Measure is a tab within Meltwater Engage that houses dashboards for measuring owned social media performance. Measure is also now the home of all legacy social templates, such as channel overviews, benchmarking, team performance, and more.

This article will cover:


Creating a Dashboard in Measure

To create a dashboard in Measure, follow these steps:

  1. Click the Engage drop-down in the left-hand navigation bar

  2. Select Measure

  3. If you have not created a dashboard in Measure before, click Create Dashboard. If you have created a Measure dashboard, click Create Social Dashboard in the top right-hand corner.

    Note: Just below the Create Dashboard button, you will see all legacy social templates. The workflow for creating a legacy social dashboard has not changed.

  4. Select one or more templates to display as tabs (up to 10)

    1. Cross Channel overview

    2. Facebook overview

    3. Influencer campaign

    4. Instagram overview

    5. LinkedIn overview

    6. Team Performance

    7. TikTok overview

    8. Twitter overview

    9. YouTube overview

  5. Click Next

  6. Select the owned accounts or Klear campaigns you want to include in this dashboard

  7. Click Create

  8. To save and give your dashboard a name

    1. Click the Save drop-down in the top right-hand corner of your dashboard

    2. Click Save as

    3. Enter a name

    4. Select Save

  9. Your saved dashboard will now appear on the Measure homepage


Editing and Deleting Dashboards

Editing a Dashboard

  1. Click the Engage drop-down in the left-hand navigation bar

  2. Select Measure

  3. Select the dashboard you want to edit

  4. Click Edit on the right-hand side of your screen

  5. To delete a metric, click X on the metric

  6. To resize a metric

    1. Hover over the metric you want to resize

    2. Click and drag the arrow in the bottom right-hand corner of the metric

  7. To save changes to your dashboard, click Save

Deleting Dashboards

  1. Click the Engage drop-down in the left-hand navigation bar

  2. Select Measure

  3. To delete a single dashboard

    1. Hover over the dashboard you want to delete

    2. Click Delete

  4. To delete multiple dashboards

    1. Click the checkboxes to the left of the dashboard name

    2. Click Delete in the green toolbar that appears


Sharing Your Dashboard

  1. Click the Engage drop-down in the left-hand navigation bar

  2. Select Measure

  3. Click on the dashboard you want to share

  4. Select Share on the right-hand side of your dashboard

  5. Click Export Excel or Share Dashboard to download the dashboard into customizable presentation slides


Dashboard Features

Measure dashboards feature several familiar, as well as new features.

Starting with the bar across the top

Left side

  1. Name of current dashboard.

    1. Click to open a dropdown of all saved dashboards to choose from.

  2. Save dashboard

    1. Either as a new dashboard or changes to an existing one

  3. Save as

    1. Save the current dashboard as a new dashboard

  4. Back to the Measure homepage

  5. Owned Accounts filter

    1. click to open and edit the social accounts powering this dashboard

  6. Tags filter

    1. Filter by up to 50 post tags applied during scheduling in Publish

    2. The Match all selected option only shows posts that have all selected tags applied. When enabled, posts that contain “Tag A” AND “Tag B” will return. When disabled, posts that contain “Tag A” OR “Tag B” will return.

    3. When the Tags filter is applied, any widget affected will display a tag icon in the upper right corner. Hover over this icon to see all applied tags.

Right side

7. Link to a dedicated Help Center article for Measure

8. Date Range filter

Below the filters and bar across the top, is the dashboard itself.

  1. Tabs bar - displaying up to 10 separate templates as individual tabs

  2. Current tab - the current tab will highlight teal, and its title will display in bold

  3. Delete tab - click the chevron to find the option to delete a tab

  4. Edit - edit the widgets on the current tab

  5. Share - export/sharing options

  6. Information hover - includes a definition for the specific metric

  7. Download - download an individual widget as a PNG

Top Posts

  • The Top Posts widget includes two additional options: View and Sort by.

    • To change either of these options, click the Edit button for the entire dashboard.

  • View options

    • There are two view options: Gallery and List

    • Gallery view is the default view, displaying top posts in a card style, with each post including the channel, message copy, and creative asset prominently displayed.

    • List view is a grid-style view, prominently displaying post metrics in columns.

      • Posts are represented by rows, with attributed metrics in columns. Columns include:

        • Posts - with channel name, avatar, copy preview, and asset preview

        • Post date - day post was published to native channel

        • Type - the type of post (image, video, reel, story, etc.)

        • Impressions

        • Reach

        • Engagement

        • Engagement rate

        • Comments

        • Shares

        • Saves

        • Replies

        • Reactions/Likes

        • Post clicks

        • Video views

        • Dislikes

        • Plays

        • Post link clicks

        • Avg. time watched

        • Reposts

        • Quote posts

      • List view features up to 50 posts per page, then paginates.

  • Each post includes image previews, post date, and post type.

  • Posts (not videos, reels, etc.) include Impressions and Reach

  • The Top Posts widget can also be resized and expanded to include more rows of posts (i.e. 3 rows of 5 posts, for a total of the top 15 posts).


Dashboard Metrics

Each template has set of social media metrics displayed via widgets. Find the list below, per template.

Cross Channel Overview

Metric

Definition

Total Posts

The total number of posts within the specified date range, sum of all channels (Facebook, Instagram, LinkedIn, TikTok, YouTube, and X).

Post Engagements

Post engagements are the number of times that users engaged with your posts during the reporting period. It includes Facebook, Instagram, LinkedIn, TikTok, YouTube, and X.

Engagement Rate

The average engagement rate for the posts published to your accounts on Facebook, Instagram, LinkedIn, TikTok, YouTube, and X. It is the number of times users engaged with your content as a percentage of impressions.

Net Fans

The number of new audience members gained minus the audience members lost. It includes Facebook, Instagram, LinkedIn, TikTok, YouTube, and X.

Post Impressions

The number of times posts on your Facebook, Instagram, LinkedIn, TikTok, YouTube, and X accounts appeared on someone’s screen.

Post Reach

The number of people who saw your posts on your Facebook, Instagram, and TikTok Pages or accounts.

Post Video Views

The number of times people watched videos you published to your accounts on Facebook, Instagram (includes Reel plays), LinkedIn, TikTok, YouTube, and X.

Post Link Clicks

The total number of times users clicked the links in your posts. It includes Facebook, LinkedIn, and X.

Cross Channel Top Posts (Gallery)

The top posts, sorted by engagement rate.

Cross Channel Top Posts (Table)

The top posts, sorted by engagement rate.


Facebook Overview

Metric

Definition

Total Posts

The total number of Page posts within the specified date range. Post type: Organic. Timezone: PDT

Page Engagements

The number of times people have engaged with your posts through reactions, comments, shares and more during the selected date range. Post type: Organic, promoted. Timezone: PDT

Post Engagements

The lifetime number of reactions, comments, shares, and clicks on the posts within the selected timeframe. Post type: Organic, Promoted. Timezone:PDT

Engagement Rate

The average engagement rate for the posts published to your pages. It is the number of times users engaged with your content as a percentage of impressions.

Page Impressions

The number of times any content from your Page or about your Page entered a person's screen. This includes posts, stories, check-ins, ads, social information from people who interact with your Page and more. Post type: Organic, promoted. Timezone: PDT

Post Impressions

The number of times content you published during the time frame was displayed on a person's screen. Content includes statuses, photos, links, videos, and more. Post type: Organic, promoted. Timezone: PDT

Page Reach

The number of people who had any content from your Pages or about your Pages enter their screen. This includes posts, check-ins, ads, social information from people who interact with your Page, and more. Because the social network API limits us to collecting daily values, we calculate reach over your selected time frame by adding up the daily reach values. This means results may differ from Facebook's. Post type: Organic, promoted. Timezone: PDT

Post Reach

The number of people who had your Page's post enter their screen. Posts include statuses, photos, links, videos, and more. (Unique Users). Post type: Organic, promoted. Timezone:PDT

Post Link Clicks

The lifetime number of clicks on the post to open a link. Post type: Organic, promoted. Timezone: PDT

Other Clicks

Other clicks include Link clicks, clicks to the associated business page profile or profile picture, post reactions (such as likes or loves), comments, shares, clicks to expand media to full screen (such as photos), clicks to take actions identified as your campaign objective (such as liking your page for a page engagement campaign).

Post Video Views

The number of times people watched videos you published during the time frame for at least three seconds (or to the end, if shorter). Post type: Organic, promoted Timezone:PDT

Top Facebook Posts

The top posts sorted by engagement rate by default. Change the sort by clicking edit.

Total Posts Trend

The total number of Page posts within the specified date range. Post type: Organic, promoted. Timezone: PDT

Posts Type Breakdown

The total number of Page posts by type within the specified date range

Post Engagement Breakdown

The number or reactions, comments, shares, and clicks on your posts within the selected time frame. Post type: Organic, promoted. Timezone: PDT

Page Impressions Trend

Page impressions = The number of times any content from your Page or about your Page entered a person's screen. This includes posts, stories, ads, as well other content or information on your Page. Paid impressions = The number of times any post or story content from your Page or about your Page entered a person's screen through paid distribution such as an ad. Organic impressions = The number of times your Facebook Page and Page content was on screen through organic distribution. Viral impressions = The number of times any content from your Page or about your Page entered a person's screen with social information attached. Social information displays when a person's friend interacted with your Page, post or story. This includes when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks into your Page. Timezone: PDT

Page Reach Trend

Page reach = The number of people who had any content from your Page or about your Page enter their screen. This includes posts, check-ins, ads, social information from people who interact with your Page and more. This metric is estimated. Paid reach = The number of Accounts Center accounts that saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same Accounts Center accounts. Organic reach = This metric counts reach from the organic distribution of your Facebook Page and Page content. Viral reach = This metric counts reach from the organic or paid distribution of your Facebook Page and Page content when they were shown with social information attached. Social information is shown on Feed after someone interacts with your Page, post or story. Reach is only counted once if it occurs from both organic and paid distribution. Because the social network API limits us to collecting daily values, we calculate reach over your selected time frame by adding up the daily reach values. This means results may differ from Facebook's. Post type: Organic, promoted. Timezone: PDT

Page Engaged Users

The number of people who liked, commented, shared, or performed any type of click anywhere in your posts. Post type: Organic, promoted. Timezone: PDT

Post Impressions vs. Reach

Your post impressions vs your post reach. Post type: Organic, promoted. Timezone: PDT

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.

Post Video Views

The number of times your video was viewed for more than 3 seconds

Total Fans

The total number of people who have liked your Page. (Unique Users)

Net Fans

The number of new audience members gained minus the audience members lost.

Page Engaged Users

The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users)

Fan growth

The number of followers as of the last day of the selected time period.

Page Like Trend

Organic page likes = Page likes that came from people who saw content posted by your Page or about your Page in News Feed. Page likes that came from people saw your Page in a list of suggested Pages. Page likes that came from people who saw you Page or post in search. Page likes that came from people who visited your Page. Paid page likes = Page likes that came from people who saw your Page or post in an ad. Page unlikes = Unlikes of your Page. Timezone: PDT

Top Locations

The number of people, aggregated per country, that like your Page. Only the 45 countries with the most people that like your Page are included. Only available on Pages with 100 or more likes. Timezone: PDT

Top Cities

Aggregated Facebook location data, sorted by city, about the people who like your Page. Only available on Pages with 100 or more likes. Timezone: PDT

Age Breakdown

This metric counts reach from the organic or paid distribution of your Facebook Page and Page content, grouped by age. Reach is only counted once if it occurs from both organic and paid distribution. This metric is estimated. Only returned if there is data for 100 or more people. Timezone: PDT

Gender Breakdown

This metric counts reach from the organic or paid distribution of your Facebook Page and Page content, grouped by gender. Reach is only counted once if it occurs from both organic and paid distribution. This metric is estimated. Only returned if there is data for 100 or more people. Timezone: PDT


Instagram Overview

Metric

Definition

Total Posts

The number of posts published to your accounts. Posts include photos, videos, carousels, reels, and stories. Post type: Organic. Timezone: PDT

Profile Actions

The number of times users clicked on your profile as well as the links within your profile to contact you (email, phone, text), get directions to your location, or visit your website. Timezone: PDT

Post Engagements

Post engagements is the sum of likes, comments, shares, and saves. Post type: Organic. Timezone: PDT

Engagement Rate

The average engagement rate for the posts published to your accounts. It is the number of times users engaged with your content as a percentage of impressions. Post type: Organic. Timezone: PDT.

Post Impressions

The number of times users viewed your posts within the selected time period. Reel plays are included in this metric as Instagram does not include an impressions metric for Reels. Post type: Organic. Timezone: PDT

Post Reach

The number of people who saw content you published during the time frame at least once. Content includes photos, videos, carousels, reels, and stories. Post type: Organic. Timezone: PDT

Website Clicks

The number of taps on the website link in your profile, without paid promotion

Post Video Views

The number of times people watched video posts you published during the time frame for three seconds or longer. Reel plays are also included here. Post type: Organic. Timezone: PDT

Top Instagram Posts

The top posts, sorted by engagement rate.

Total Posts Trend

The number of posts published to your accounts. Posts include photos, videos, carousels, reels, and stories

Posts Type Breakdown

The number of posts published to your accounts. Posts include photos, videos, carousels, reels, and stories. Post type: Organic. Timezone: PDT

Post Engagement Breakdown

The total number of likes, comments, shares,saves, and story replies. Post type: Organic. Timezone: PDT

Post Impressions vs. Reach

Your post impressions vs your post reach.

Profile Actions

The number of times users clicked on your profile as well as the links within your profile to contact you (email, phone, text), get directions to your location, or visit your website.

Story Performance

Breakdown of how people are viewing and interacting with the stories that you published during the selected date range. Post type: Organic. Timezone: PDT

Website Clicks

The number of taps or clicks on the website link in your profile, without paid promotion

Post Video Views

The number of times people watched organic video posts you published during the time frame for three seconds or longer. Reel plays are also included here.

Total Fans

The number of Instagram followers as of the last day of the selected time period. Timezone: PDT

Net Fans

The number of new audience members gained minus the audience members lost. Timezone: PDT

Fan growth

Total fans = The number of Instagram followers as of the last day of the selected time period. Net fans = The number of new audience members gained minus the audience members lost. Timezone: PDT

Top Locations

Followers by country. Only returned if there is data for 100 or more people. Only top 45 countries with highest values returned. Timezone: PDT

Top Cities

Followers by city. Only returned if there is data for 100 or more people. Only top 45 countries with highest values returned. Timezone: PDT

Age Breakdown

Followers by age. Only returned if there is data for 100 or more people. Only top 45 countries with highest values returned. Timezone: PDT

Gender Breakdown

Followers by gender. Only returned if there is data for 100 or more people. Only top 45 countries with highest values returned. Timezone: PDT


LinkedIn Overview

Metric

Definition

Total Posts

The total number of posts published to your accounts. Timezone: UTC

Post Engagements

The total number of reactions, comments, shares and post clicks. Post type: Organic. Timezone: UTC

Engagement Rate

The average engagement rate for the posts published to your accounts. It is the number of times users engaged with your content as a percentage of impressions. Post type: Organic, promoted Timezone: UTC

Post Impressions

The number of times your posts were displayed to users. This does not include impressions when your posts are shared by other users. Post type: Organic. Timezone: UTC

Total Page Views

Total number of views of your page.

Post Clicks

The lifetime number of clicks on the post. All clicks are counted except for clicks to comment, share, or react to the post. If a member clicks on the same content multiple times, it is counted as a single click. Post type: Organic. Timezone: UTC

Top LinkedIn Posts

The top posts, sorted by engagement rate.

Total Posts Trend

The number of posts published to your Pages

Content Type Breakdown

The total number of posts published to your accounts. Post type: Organic. Timezone: UTC

Content Type Breakdown

The number of posts published to your page, broken down by post type.

Post Engagements

The total number of reactions, comments, shares, and post clicks.

Post Engagement Breakdown

A breakdown of engagements on your posts within the selected time frame. Post type: Organic. Timezone: UTC

Engagement Rate

The number of times people clicked, liked, commented, shared, or performed any type of click on any content from your Pages, as a percentage of the people who saw them (impressions).

Post Link Clicks

The number of clicks on posts you published during the time frame.

Post Video Views

Total number of views of your page

Page Views by Device

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.

Total Followers

The number of followers as of the last day of the selected time period. Timezone: UTC

Net Followers

The number of new audience members gained minus the audience members lost. Timezone: UTC

Fan growth

The total number of followers over time.

Follower Count

The total number of followers over time. Timezone: UTC


Team Performance

Metric

Definition

Average first reply time

The average time it took your team to send out the first reply to a received message.

Received messages

The total number of messages received during the reporting period.

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.

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.

Most replies

This user sent the most replies during the reporting period.

Action rate

The number of total actioned messages divided by total received messages during the reporting period.

Slowest first reply time

The longest time a user took to reply in the reporting period.

Fastest avg. time to reply

The user that had the fastest replies (average) in the reporting period.

Here are your reply stats totals

Summary of metrics in the reporting period versus the comparison period.

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.


TikTok Overview

Metric

Definition

Total Fans

The number of followers as of the last day of the selected time period. Timezone: UTC

Net Fans

The number of new audience members gained minus the audience members lost. Timezone: UTC

Post Engagements

The lifetime number of reactions, comments and shares on the posts. Post type: Organic, promoted Timezone: UTC

Total Posts

The total number of posts published to your accounts. Post type: Organic, promoted Timezone: UTC

Total Profile Views

The total number of times your profiles were viewed in the selected period.

Total Video Views

The number of times people watched your videos. Profile level metric that shows results for the entire page during the date range. Timezone: UTC

Post Reach

The total number of unique users who watched your videos. Timezone: UTC

Top TikTok Posts

The top posts, sorted by engagement rate.

Followers and Growth Breakdown

Total followers = The number of followers as of the last day of the selected time period. Net followers = The number of new audience members gained minus the audience members lost. Timezone: UTC

Total Posts Trend

The total number of posts published to your accounts.

Post Engagement Type Breakdown (Pie)

The number of Reactions, Comments and Shares on you channel’s videos for the selected period. Timezone: UTC

Post Engagement Type Breakdown (Trend)

The number of Reactions, Comments, and Shares on your channel’s videos for the selected period.

Profile Views

The total number of times your profiles were viewed in the selected period. Timezone: UTC

Post Video Views

The total number of times your account's videos were viewed in the selected period.

Post Reach Trend

The total number of unique users who watched your videos.

Avg. Video Watch Rate

Percentage of views that completed watching the full video. The average across videos posted in the selected period. Timezone: UTC

Total Time Watched

The total amount of time people spent watching your videos. Timezone: UTC

Avg. Time Watched

The average amount of time people spent watching your videos. Timzeon: UTC

Avg. Post Engagement

The number of likes, comments, and shares of your videos, as a percentage of the number of unique users who watched them. Timezone: UTC

Gender Breakdown

Gender distribution of the TikTok account's all followers. This information is not available for accounts with less than 100 followers. Timezone: UTC


X (formerly Twitter) Overview

Metric

Definition

Total Posts

The total number of posts published to your accounts. Post type: Organic, promoted. Timezone: UTC

Post Engagements

The number of times people clicked, replied, reshared or liked the posts in the selected time frame. Post type: Organic, promoted. Timezone: UTC

Engagement Rate

The average engagement rate for the posts published to your accounts. It is the number of times users engaged with your content as a percentage of impressions. Post type: Organic, promoted Timezone: UTC

Post Impressions

A count of how many times the post has been viewed (not unique by user). A view is counted if any part of the post is visible on the screen. Post type: Organic, promoted. Timezone: UTC

Post Video Views

A count of how many times the video included in the post has been viewed. This is the number of video views aggregated across all posts in which the given video has been posted. Post type: Organic, promoted. Timezone: UTC

Post Link Clicks

A count of the number of times a user clicks on a URL link or URL preview card in a post. Post type: Organic, promoted. Timezone: UTC

Top Tweets

The top posts, sorted by engagement rate.

Total Posts Trend

The total number of posts published to your accounts.

Content Type Breakdown

The total number of posts published to your accounts. Post type: Organic, promoted. Timezone: UTC

Content Type Breakdown

The total number of posts published to your accounts.

Post Engagements

A count of the number of times a user has interacted with your handle's posts.

Post Engagement Breakdown (Pie)

A breakdown of engagements on your posts within the selected time frame. Post type: Organic, Promoted. Timezone: UTC

Post Engagement Breakdown (Trend)

A breakdown of engagements on your posts within the selected time frame. Post type: Organic, Promoted. Timezone: UTC

Engagement Rate

The number of times people replied, reshared, liked, or clicked on any content from your profiles, as a percentage of the people who saw them (impressions).

Post Impressions

The number of times your posts were displayed to users. This includes impressions when your posts are retweeted by other users.

Post Video Views

The number of times people watched at least 2 seconds of videos you published during the time frame with 50% of the video in view

Post Link Clicks

The number of times people clicked on the links in posts you published during the time frame.

Total Followers

The number of X followers as of the last day of the selected time period. Timezone: UTC

Net Followers

The number of new audience members gained minus the audience members lost. Timzeone: UTC


YouTube Overview

Metric

Definition

Total Subscribers

The number of subscribers on the last day of the period. Timezone: PDT

Subscribers Gained

The number of people who subscribed to your channels during the period. Timezone: PDT

Total Views

The number of times that your video was viewed in the selected reporting period. This includes organic activity only.

Total Interactions

The total number of times users liked, commented on, shared, clicked on annotations, clicked on cards within your video and subscribed to your channel from the video during the reporting period. Timezone: PDT

Published Videos

The number of published videos in the selected time period. Timezone: PDT

Top YouTube Videos

The top posts, sorted by engagement rate.

Views Trend

The number of times that your video was viewed in the selected reporting period. Timezone: PDT

Total Subscribers

The number of subscribers on the last day of the period.

Subscribers Breakdown

Subscribers gained = the number of times users subscribed to your YouTube channel during the reporting period. Subscribers lost = the number of people who unsubscribed from your channel in the selected time frame. Timezone: PDT

Published Videos

The number of published videos in the selected time period.

Published Video Reactions (Pie)

Breakdown of engagements. Comments = the number of comments on the videos on your channel. Shares = the number of times your videos were shared. Likes = the number of likes received by all the videos on your channel. Post type: Organic. Timezone: PDT

Published Video Reactions (Trend)

Breakdown of engagements. Comments = the number of comments on the videos on your channel. Shares = the number of times your videos were shared. Likes = the number of likes received by all the videos on your channel. Post type: Organic. Timezone: PDT

Average Percentage Viewed, Average View Duration, & Estimate Minutes Watched

Average view duration - seconds = The average view duration received by your channel's videos. Average view percentage = The average percentage of video playback for your channel. Estimated minutes watched = The total estimated number of minutes watched received by your channel's videos. Timezone: PDT

Page Video Views

The number of times that your video was viewed in the selected reporting period. Timezone: PDT

Note: Top Performing Posts will never exceed 150 regardless of the number of Total Posts. For example, you may see 188 Total Posts populating, but Top Performing Posts will only show up to 150.


Influencer Campaign

Measure KPIs across owned social media and influencer campaigns in one place with comprehensive metrics and data visualizations to better understand your influencer campaign results from Klear.

Metric

Definition

Total Posts

Total number of posts by influencers

Influencers

Breakdown of the top influencers within your campaigns

Engagements

Total number of engagements across channels. Includes likes, shares, comments, reposts, and replies.

Engagement rate

Total number of engagements divided by the aggregate number of followers for all campaign posts

Reach

Reach measures how many people saw these posts, based on 1st party data, video views or the Klear true reach.

Earned Media Value

Estimated media value measure your campaign's value by paid media standards, and an earned multiplier.

Campaign posts source vs Engagements

Breakdown of posts by channel vs total engagements

Influencer posts

Total number of posts by influencers

Total posts by Source

Total number of posts across channels

Engagement by Source

Total number of engagements across channels. Includes likes, shares, comments, reposts, and replies.

Reach by Source

Reach measures how many people saw these posts, based on 1st party data, video views or the Klear true reach.

EMV by source

Estimated media value measure your campaign's value by paid media standards, and an earned multiplier.

Top Influencers

Breakdown of the top influencers within your campaigns


Legacy Social Templates

Owned Social Analytics allows you to measure your social channel performance individually or aggregate data from multiple profiles so you can report back on the success of your social media channels. These reports incorporate your engagement data from Meltwater Engage and defined competitors.

Each widget on your analytics pages includes an information (i) icon sharing further details on the data being presented. To learn more about the metrics across all Owned Social Analytics pages, check out our dedicated article here.

Protip: If you've chosen to opt-out of Analytics, you will not be able to view any of the Owned Social Analytics reports that were previously located under Engage Measure.


Overview pages

Overview analytics provides you with a report on your engagement history with the respective social media platform via Meltwater Engage. These include:

  • Facebook overview

  • Instagram overview

  • X (formerly Twitter) overview

  • LinkedIn overview

  • YouTube overview

  • TikTok overview

  • Cross Channel overview

To get started:

  1. Click Measure ____ to open one of the dashboards

  2. Select the account(s) from the top right-hand corner and choose the social profiles you'd like to analyze

Note: To analyze multiple social channels within one report, check out your Cross Channel Overview!

Each widget on your analytics pages includes an information (i) icon sharing further details on the data being presented. To learn more about all of the metrics across all Owned Social Analytics pages, check out our dedicated article here.


Cross Channel Tags Analytics

This report page leverages the social posts and data that has been tagged by your users within Meltwater Engage to build customized reporting. You can benchmark up to 10 tags to be compared. The charts included within this report are Impressions, Engagements, Clicks, and Video Views, plus a final table with a total volume per tag comparison.

Tag Analytics reports are available if you use Meltwater Engage.

To get started, make sure you've applied tags to the social media data you're looking to analyze. Applying tags to social media content is great for campaign management, organizing your content and reporting. Any of your Meltwater users can manage the tags applied to allow you to collaborate with your whole social media team.

Check out our article on applying tags to your social posts here!

To build your Cross Channel Tags report:

  1. Click the Engage drop-down in the left-hand navigation bar

  2. Select Measure

  3. Navigate to Legacy social templates

  4. Click Show more

  5. Select Measure Tags on the Cross channel tags option

  6. Select + add tag

  7. Select up to 10 tags to be benchmarked

  8. Select OK to apply these tags


Benchmark Analytics

With Benchmark Analytics you can compare your owned handles against your competitors and industry peers.

To get started, you'll need to define your competitors or industry peers social handles to be benchmarked against your profiles.

Protip: Your defined competitors and industry peers data starts being collected from the day you enter them into the platform, we strongly recommend doing this while setting up your account.

Learn more about defining your competitors and setting up your benchmark analytics within this dedicated article here!


Team Performance

The Team Performance template in Analyze allows you to easily track, measure, and trend your team actions in Conversations.

This dashboard features data for all conversations actions, across all connected social channels. As show below this dashboard features 10 visualizations, including a section by team member.

The Team Performance dashboard offers a single lens for community teams to easily track actions in Conversations and identify trends and areas for improvement.

Key Benefits:

  • Gain visibility into your team’s performance and make sure output supports community growth and engagement

  • Ensure your team is meeting agreed upon response-times (SLAs) and course correct if need be

  • Identify coaching opportunities with your lowest-performing employees

  • Motivate your team by visualizing user by user output and identifying trends and areas for improvement

The Team Performance dashboard can found in the Social Analytics section of Analyze.

Below are the metric definitions for this dashboard.

  • Average first reply time is the average time it took your team to send out the first reply to a received message.

  • Total received messages is the total number of messages received during the reporting period.

  • Actioned messages is the total number of received messages with an action applied during the reporting period. Actions include mark as complete, replies, retweets, likes, and tags.

  • Here is an SLA summary of your response times view total volume of received messages, actions, and the average first reply time during the reporting period.

  • Most replies. This user sent the most replies during the reporting period.

  • Action rate is the number of total actioned messages divided by total received messages during the reporting period.

  • Slowest first reply time is the longest time a user took to reply in the reporting period.

  • Fastest average time to reply is the user that had the fastest replies (average) in the reporting period.

  • Here are your reply stat totals summary of metrics in the reporting period versus the comparison period

  • 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.

You also have the ability to download individual insights to PNG. Each widget features a down arrow in the top right corner, that downloads the image directly to your computer.

The dashboard can also be shared as a link, PowerPoint, PDF, and Google Slides.


Sharing, exports and scheduling email reports

Within each Owned Social Analytics page, the Actions button in the top right corner includes all your sharing and exporting options. These include:

Download Excel: This creates a CSV file that will be emailed to your user email address. This file includes the raw data and metrics for the posts visible within your page. Each Excel Report is different based on the different template types and data available from the different social channels

  • Facebook Overview: Report Overview, Summary, Page Fans, Page Fans Change, Post Types, Impressions, Video Views, Audience Gender, Audience Country, Audience City, Audience Online, Top Posts

  • Instagram Overview: Report Overview, Summary, Top Posts, Followers Count, Post Types, Audience Gender, Top Stories, Audience Country, Audience City, Audience Online

  • X (formerly Twitter) Overview: Report Overview, Summary, Followers Count, Impressions, Engagements, Tweet Types, Top Posts

  • LinkedIn Overview: Report Overview, Summary, Top Posts, Followers, Follower Gain, Page Views, Impressions, Post Types, Engagement Types, Audience Country

  • Cross-Channel Overview: Report Overview, Summary, Top Posts, Followers Count, Impressions, Video View

  • Cross-Channel Tags Overview: Report Overview, Impressions, Engagements, Clicks, Video Views, Received, Top Tags

  • Facebook Competitive Benchmarking: Report Overview, Page Fans, Engagement Rate, Page Performance, Page Post Types, Engagement Breakdown, Top Posts

Download PDF: This will create a PDF slide deck that will download on your current page. This PDF displays each row of graphs from your Owned Social Analytics report on a new slide. If you are looking for a similar format but would like to customize the display, add text and choose which graphs are featured then Share Dashboard is our recommended option.

The PDF report will show either the gallery or list view of the Top Performing Posts widget, depending on which version is selected when downloading the report.

Share Dashboard: Creates a sharable dashboard that you can further customize, edit the slides and graphs before sharing a link for others to view the results online. Learn more about shareable dashboards in this article. This is accessible for Overview and Tags reports and isn't currently available for benchmark reports.

View Dashboards: Provides you with a list of previously created Shareable Dashboards.

Schedule Report: Schedule a copy of your report to be emailed to a group of up to 25 email addresses on a weekly or monthly interval. Weekly reports are delivered on Tuesday and look at the previous week's data. Monthly reports are delivered on the second day of the month and look at the previous month's data.

When entering the recipient list of email addresses be sure to separate each address with a new line/enter.

Manage Subscriptions: View or delete the scheduled reports currently being distributed.


Understanding Page Level and Post Level data

In Owned Social Analytics we display data as it comes from the various social channel's APIs.

As there are many different types of data, understanding these can be difficult and it may appear to vary from tool to tool or even from the native channels. Rest assured that our data is accurate, and there is usually an explanation for any apparent data discrepancies.

If you'd like to learn the definitions for the metrics within Owned Social Analytics, check out our dedicated article here.

In Owned Social Analytics there are three different types of data:

Page level data accounts for actions taken on the page during a time frame.

Post level data is lifetime values specific to actions taken on those posts.

Follower and Audience data are the demographics and audience location data points and widgets.

Confusion often occurs when looking at other providers that blend these metrics together. We disagree with that approach because we'd rather provide a clear picture of what data is being analyzed and how the data types are different.

In Owned Social Analytics, most metrics, such as the overview cards at the top and graphs showing data over time, are based on Page level data. For example, Total Impressions is the total number of impressions on any post on the page during the time frame.

Post level data is seen in the Gallery and List view of the Top Performing Posts widget. This is showing the lifetime value of engagements, impressions, etc. on the posts published during the selected time frame.

To use a practical example to illustrate the difference between these two data types, let's say that I am looking at the Facebook Overview report for November 1-30, 2020. If on November 15 a fan viewed a post that was published on October 1, that impression will be included in the Total Impressions and Impressions over time widgets but it would not be included in the Gallery or List view of Top Performing Posts because the post was not published in November. Therefore, if you summed up the impressions from the Gallery or List view, it would most likely not equal the Total Impressions widget.

Owned Social Analytics shows the data that the various social channels provide through their APIs, and we do not manipulate this data or do any calculations with it. Unfortunately, in some cases the social channels only provide certain metrics at a Post level and not at the Page level.

For example, Instagram does not provide reach at the Page level but does at the Post level. This is why you see this metric in the Top Performing Posts widget (Post level metrics), but it is not included in any of the totals or other charts (Page level metrics).


Reach vs Impressions

Reach - the total number of people who saw your content

Impressions - the number of times your content was shown

So Impressions are the total number of times your content has been seen, while Reach is the unique number of people that have seen your content.

For example, I have a piece of content that has been shown to 5 people. Reach would equal 5. Three of those people saw my post 2 times. Impressions therefore would equal 8. 2 people seeing once (2) + 3 people seeing twice (6) = 8 Impressions.

Based on the above logic, impressions are always higher than reach. That is because one person can have multiple impressions of the same piece of content.


💡 Tip

Need more help? Find answers and get help from Meltwater Support and Community Experts.


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