Account Analytics give you insights into how your social media properties are performing. In addition, you may compare the metrics of any two time periods
Please note:
- Some metrics aren't available on all platforms. Supported platforms are specified for each metric.
- The majority of metrics for a given platform are provided directly from the platform. However, some metrics are derived indirectly, and therefore may not map 1-for-1 to what you see on the platform itself. Derived metrics are denoted with an orange asterisk next to the appropriate social platform (*).
- All Instagram metrics include Reels.
Filtering
Statistics may be filtered by any combination of social accounts and by time period.
Filter by Account
The account selector on the top left of the screen allows you select any combination of social accounts to include in the statistics below.
Filter by Time Period
The time period selector in the top right of the screen allows you select from a preset time period or any custom date range. The "Current Period" on the left of the dialog is the primary date range. You may then also select a "Comparison Period" (on the right of the dialog), which will display the % change from the selected Current Period vs the Comparison Period in the table below each metric's chart.
Metrics
Audience Growth
Refers to the increase in followers or subscribers on a content platform. Key metrics include Total Followers, Followers Gained, and Followers Lost. These metrics help assess how well a platform is attracting and retaining its audience.
Total Followers
The total number of people that follow your brand's page(s) on social media.
Notes
Facebook Follower reporting starts from 3/6/2024.
Followers Gained
The number of people that started following your brand's page(s) on social media during the current reporting period.
Followers Lost
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The amount your audience decreased within the current reporting period.
Derived Metrics
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LinkedIn: Period End Followers - Period Start Followers - Followers Gained
Facebook Fans
The total number of people that have liked your brand's Facebook page(s).
Exposure
These statistics assess the extent and impact of your content's visibility. Exposure metrics may include impressions, which denote the total number of times your content was viewed, and reach, indicating the distinct number of users who have viewed your content. These metrics offer insights into the distribution of your content and its effectiveness in reaching your target audience.
Impressions
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The number of times your content is viewed by someone.
Derived Metrics
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TikTok: Profile Views + Video Views
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GBP: Maps Impressions + Search Impressions
Reach
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The number of distinct individuals who saw the content at least once. Note that daily reach numbers will not add up to overall reach for a given period due to overlapping audiences from day to day.
Derived Metrics
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Facebook: Sum of Daily Reach
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Instagram: Sum of Daily Reach
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GBP: Impressions
Engagement Breakdown
Engagement Breakdown refers to the analysis of various metrics that measure the level of interaction and engagement that users have with your content. This includes tracking the number of reactions, comments, shares, and clicks your content receives. By monitoring the engagement breakdown, you can gain insight into what type of content resonates most with your audience, allowing for more informed decision-making and strategy optimization.
Overall
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The cumulative amount of reactions, comments, shares and clicks garnered during the selected reporting period.
Derived Metrics
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TikTok: Likes + Comments + Shares
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GBP: Conversations + Direction Requests + Phone Call Clicks + Website Clicks + Bookings + Food Orders + Food Menu Clicks
Reactions
The total number of reactions your content has received during the selected reporting period.
Comments
The total number of comments left on your content during the selected reporting period.
Notes
Facebook does not provide a page-level individual metric for comments.
Shares
The total number of times your content has been shared during the selected reporting period.
Notes
Facebook does not provide a page-level individual metric for shares.
Clicks
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The total number of clicks on your content or page during the selected reporting period.
Derived Metrics
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Instagram: Direction Clicks + Phone Call Clicks + Text Message Clicks + Website Clicks
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Pinterest: Pin Clicks + Outbound Clicks
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GBP: Call Clicks + Website Clicks + Food Menu Clicks
Notes
Facebook does not provide a page-level individual metric for clicks.
Engagement Rate
This is a key performance indicator (KPI) often used to gauge the effectiveness of social media content. It is calculated by dividing the total engagement (reactions, comments, shares, etc.) by the total impressions. A higher engagement rate generally indicates more effective content, as it shows a higher proportion of your audience is interacting with your posts.
Notes
Meta has deprecated the Facebook API metrics used to derive Engagement Rate as of March 17th, 2024. Facebook Engagement Rate data will only be shown up until that date.
The overall Engagement Rate for a period of time is equal to the Engagement Rate of the last (ending) day in the selected date range.