If you're looking to analyze and improve your social media performance, the Account Analytics dashboard in Cloud Campaign provides detailed insights across multiple platforms—including Facebook, Instagram (including Reels), TikTok, LinkedIn, YouTube, Pinterest, Threads, and Google Business Profile (GBP).
This guide explains how to use the analytics tools, filter data by social media account or date range, and understand key metrics like reach, impressions, engagement, and follower growth.
Filter Analytics by Social Media Account or Date
You can customize the data view by filtering:
- By Account: Use the account selector in the top-left to choose one or more platforms.
- By Time Period: Use the date selector in the top-right to view current performance and compare it to a previous period.
This helps you evaluate performance changes over time and across platforms.
Core Social Media Metrics Explained
Audience Growth
Understand how well your content is attracting followers across platforms.
Total Followers
Total people following your account
Facebook follower tracking starts from March 6, 2024.
Followers Gained
Number of new followers acquired during the selected period
Followers Lost
Total followers lost during the selected period
LinkedIn’s Followers Lost = Period End - Period Start - Followers Gained
Facebook Fans: Users who have “liked” your Facebook page.
Content Visibility (Exposure)
Track how many times your content was seen and how many unique users it reached.
Impressions
Total views across platforms
TikTok = Profile Views + Video View
GBP = Maps + Search Impressions
Reach :
Unique users who saw your content
Facebook & Instagram reach = sum of daily reach. Total may not equal daily sums due to overlap.
Engagement Breakdown
Measure how people interact with your content—reactions, comments, shares, and clicks.
Overall Engagement
Total interactions (Available on: All platforms except Facebook for some metrics).
TikTok = Likes + Comments + Shares
GBP = Clicks, Conversations, Bookings, etc.
Reactions :
Likes and other emotive responses.
Comments
User feedback via comments
Facebook does not offer page-level comment data).
Shares
Number of times content was shared
(No page-level data on Facebook).
Clicks
The total number of clicks on your content or page during the selected reporting period.
(Available on most platforms with some derived metrics).
Example: Instagram = Website + Call + Direction + Text Clicks; Pinterest = Pin + Outbound Clicks
Facebook does not offer page-level data).
Engagement Rate
A critical KPI that measures how engaging your content is.
Engagement Rate = Total Engagement ÷ Total Impressions
- A higher rate indicates more engaging content.
- Note: Facebook engagement rate data is no longer available after March 17, 2024 due to API deprecation.
- The Engagement Rate shown reflects the last day in your selected time range.
Platform-Specific Considerations
- Metrics can differ by platform. Some are directly retrieved from APIs, while others are derived
- Instagram metrics include Reels by default.
- Not all platforms provide full metric breakdowns (e.g., Facebook doesn’t share page-level data for clicks, comments, or shares).