The Social App's Analytics dashboard gives you insight into the performance of your social posts and your social accounts.
The Analytics dashboard is divided into two sections:
Social post analytics
Post Analytics are aggregate metrics on the posts that were posted during a selected time range. Note that the totals displayed here will not match similar metrics in Account Analytics because account-level metrics include stats collected on the social media properties themselves (e.g., page likes on Facebook). How post analytics are calculated.
Filtering
Filtering by account
By default, aggregate post metrics are displayed for all your social accounts. However, you may select a specific social account's post metrics by choosing it via the account selector drop down menu in the top left corner of the page.
Filtering by date range
Use the date range filter to constrain the time span of posts posted during that period. As a convenience, you may select a predefined length of time using the Range field. This will set the From date to be that length of time prior to the Until date.
Actions
You may create a report or share the URL to the current view using the action buttons to the right of the date filter fields.
Post performance
Post performance includes the daily engagement and impression totals for the filtered posts.
Total posts
The Total Posts metric shows how many posts were posted based on the selected filters.
Total impressions
The Total Impressions metric shows the aggregate impressions for the entire selected date period.
Engagement
Engagement refers to actions taken by users on the posts posted during the selected time period.
Total Likes
The number of times a user has clicked the "Like" button on posts posted in the filtered accounts / time range.
Total Comments
The number of times a user has commented on posts posted in the filtered accounts / time range.
Total Shares
The number of times a user has shared posts posted in the filtered accounts / time range.
Total Clicks
The number of times a user has clicked the call to action (CTA) on posts posted in the filtered accounts / time range.
Top Posts
Top Posts are the posts posted within the selected time period that have the most engagement based on a weight formula. They are useful to gauge what kind of Content was most successful with users. You can also find the post's engagement metrics at the bottom of each top post:
| Icon | Metric |
| Likes | |
| Comments | |
| Shares | |
| Clicks | |
| Impressions |
Top posts are calculated according to the following weightings:
- Likes are weighted at 1
- Comments are weighted at 3
- Shares are weighted at 4
- Clicks are weighted at 1
How are post analytics calculated?
Post Analytics uses the date of when the social media post was published, instead of the date of when a user interacted with the social media post.
For example, if an Instagram post was published on September 15th, and 10 people liked the post on September 16th, the analytics would show the 10 likes on the day of the initial post — September 15th.
The system periodically refreshes Post Analytics data to ensure it doesn’t become stale or outdated, but occasionally, a post will get engagement long after the initial published date; in which case, you will just need to generate an analytics report “using fresh data”, and our system will check for any new engagement for the posts that occurred during the date range that you specify in the analytics report.
An example of how data might become stale is if you publish a post to Facebook on June 1st, then two months later Forbes reshares your post and it garners 10,000 likes. Our system won’t be aware of those new likes since it happened so long after the initial publish date, so you will need to just generate an analytics report with fresh data to capture the 10,000 likes.
Social account analytics
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.
Filtering
Statistics may be filtered by any combination of social accounts and by time period.
Filter by account
Select the drop down menu on the top-left corner of the page to select any combination of social accounts to include in the statistics.
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
Below is an explanation of each of the metrics, along with the social platforms they show data for.
Please note:
- Some metrics aren't available on all platforms. Supported platforms are specified for each metric. Why some social platform metrics are missing from analytics.
- 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 asterisk next to the appropriate social platform (*).
- All Instagram metrics include Reels.
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.
| Metric | Description | Platforms | Derived Metrics |
| Total Followers |
The total number of people that follow your brand's page(s) on social media. |
Facebook, Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile, TikTok | |
| Followers Gained | The number of people that started following your brand's page(s) on social media during the current reporting period. | Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile, TikTok | |
| Followers Lost |
The amount your audience decreased within the current reporting period. |
Instagram, LinkedIn*, YouTube, Pinterest, Google Business Profile, TikTok | 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.
| Metric | Description | Platforms | Derived Metrics |
| Impressions |
The number of times your content is viewed by someone. |
Facebook, Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile*, TikTok* |
TikTok: Profile Views + Video Views GBP: Maps Impressions + Search Impressions |
| Followers Gained |
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. |
Facebook*, Instagram*, YouTube, Google Business Profile* |
Facebook: Sum of Daily Reach Instagram: Sum of Daily Reach 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.
| Metric | Description | Platforms | Derived Metrics |
| Overall |
The cumulative amount of reactions, comments, shares and clicks garnered during the selected reporting period. |
Facebook, Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile, TikTok |
TikTok: Likes + Comments + Shares 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. | Facebook, Instagram, LinkedIn, YouTube, Google Business Profile, TikTok | |
| Comments |
The amount your audience decreased within the current reporting period. |
Facebook*, Instagram, LinkedIn, YouTube, TikTok |
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. |
Facebook*, Instagram, LinkedIn, YouTube, TikTok | Facebook does not provide a page-level individual metric for shares. |
| Clicks |
The total number of clicks on your content or page during the selected reporting period. |
Facebook, Instagram*, LinkedIn, YouTube, Pinterest*, Google Business Profile*, TikTok |
Instagram: Direction Clicks + Phone Call Clicks + Text Message Clicks + Website Clicks Pinterest: Pin Clicks + Outbound Clicks GBP: Call Clicks + Website Clicks + Food Menu Clicks Facebook does not provide a page-level individual metric for clicks. |
Why some social platform metrics are missing from analytics
There are several common reasons why certain metrics may not be available.
Limitations on historical metrics
All social platforms have limitations on how far back in time they will provide data. We will start collecting historical metrics for your social accounts the moment you link them, but please be aware of the following platform limitations on how far back in time we are able to get data:
| Platform | Historical Data Limitation |
| 3 months | |
| 30 days | |
| 3 months | |
| 6 months | |
| YouTube | 2 months |
| 3 months | |
| Google Business Profile | 18 months |
| TikTok | 12 months |
Limitations on minimum followers
Some social platforms don't provide data for social accounts that don't meet a minimum threshold of followers. At this time, the following social platforms have such limitations:
| Platform | Minimum Followers |
| 100 | |
| TikTok | 100 |
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