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Measure: X (formerly Twitter) Analytics

Definitions overview of all metrics used in the X dashboards.

Cheyenne V. avatar
Written by Cheyenne V.
Updated yesterday

This article will cover:


X 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 Post. Engagements include Reposts, 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 Post has been viewed. Impressions include organic and paid only.

Every 5 minutes

TOTAL OUTBOUND POSTS

The total number of brand Posts published within the specified date range.

Every 5 minutes

TOTAL VIDEO VIEWS

A count of how many times a video in the given Post 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 Post. Includes organic and ads.

Every 5 minutes

CONTENT BREAKDOWN

The total number of brand Posts published within the specified date range, broken out by type (Gif, Photo, Text, Video).

Every 5 minutes

TOP PERFORMING POSTS

Analysis of top and bottom brand Posts 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


X 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 reposts) 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


Learn more about other Analytics:


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