List of Measure Metrics by Network

In this article, you can find a complete list of metrics available in Measure sorted by network (Facebook, Instagram, LinkedIn, and Twitter).

For each network, there are two types of metrics available; Channel and Content metrics. Channel metrics cover statistics about your entire Channel and combined data from your posts. Channel metrics can not be included in Content Performance widgets.

Content metrics cover the performance of your individual posts. Content metrics can only be included in Content Performance widgets.

Tip:

All metrics can be displayed as either a total or an average across the date range you select.

Facebook Metrics

Facebook Channel metrics

The below Channel metrics cover statistics about your entire Channel. They combine all the data from individual posts and they cover data unique to your entire Channel (such as your total fans).

Metric Description
Fans The total number of people who have liked your Facebook page.

Net new fans

Everyday new fans follow your channel and/or some unfollow it. This metric shows the daily net fluctuation of your fans count.

This may potentially be a negative number if you have lost more fans than you have gained throughout the chosen period.

Fan increase

The number of people who have liked your Facebook page.

This metric indicates the number of newly acquired followers. It does not track unlikes (refer to Fan decrease for this metric).

This metric is unique for each day. If a user likes, then unlikes and likes again - it will still be counted as a single new fan for that day.

Paid fan increase The number of people who have liked your Facebook page as a result of seeing an ad.
Unpaid fan increase

The number of people who have liked your Facebook page organically.

Examples include via search or visited the page profile via direct link or after seeing a friend engage with it.

Fan increase by like source

Breakdown of where people have liked your Facebook page.

Fan increase by paid/unpaid

Breakdown of the fans that joined organically or through an advertisement.

Net fans by paid/unpaid

The net fan fluctuations broken down by paid and organic.

Fan decrease

The number of people who have unliked your Facebook page.

Fan decrease by unlike source

Breakdown from where people have unliked your Facebook page.

Fans by country

Breakdown of fans by country.

Fans by age & gender

Breakdown of fans and followers by age and gender.

Fans online by hour

Breakdown by hour of the day (in PST/PDT) when the Facebook fans are online.

Reactions

The total Facebook post reactions. Facebook reactions include like, love, haha, wow, sad, and angry.

Reactions by type

Breakdown of reactions. Reactions include like, love, haha, wow, sad, and angry.

Likes

The total like reactions. This metric does not include other reactions such as love, haha, angry, etc.

Comments

The total number of comments on the posts.

Shares

The total number of shares on the posts.

Engagements

The number of reactions, comments, and shares on your posts.

Interactions

The number of reactions, comments, shares, and clicks on your posts during the period.

Engagement rate

The Engagement rate is the percentage of people who engage with your posts after seeing it.

It is computed by dividing the Engagements (Reactions, Comments, Shares) by the Impressions.

Clicks

Any click by a fan on any active area in the post.

Clicks can be on, for example, a photo to preview it, a video to play it, a link to view it in a new browser tab, a hashtag or a mention, or the name of the page.

Clicks by type

Any click by a fan on any active area in the post.

Clicks can be on, for example, a photo to preview it, a video to play it, a link to view it in a new browser tab, a hashtag or a mention, or the name of the page.

Positive actions by type

The number of times people took a positive action (liked, commented, shared, RSVP’d). Note: only like reactions are counted here.

Photo clicks

The number of clicks on posts with photo(s) to preview them in full screen.

Note: it does not count as a photo view if a post contains a photo, but the user does not click or tap on it to preview it in full screen.

Video plays

The number of clicks on posts with video to play it.

Note: it does not count as a video play if the video autoplays. The autoplayed video will still be counted in the video views.

Link clicks

The number of clicks on web links in your posts.

Other clicks

The number of clicks that are not photo, video or link clicks. For example, clicks to select text, clicks on hashtags or mentions, clicks on the page name, etc.

Engaged users

The number of people who engaged with a post.

Engagement includes likes, comments, shares, or any other clicks.

Note: a single user could engage in multiple ways with a post – e.g.comment and like – but will only be counted as a single user.

Note: if you choose the Sum aggregation, the total could be incorrect. This is because a single user may have engaged on multiple days, which will count as multiple user engagements.

Profile CTA clicks

The number of clicks on your page's contact info and the call-to-action button.

Negative actions

The number of times people took a negative action, e.g. unliked the page, hid a post or reported it.

Negative actions by type

Shows a breakdown of the times people took a negative action, e.g. unliked the page, hid a post or reported it.

Negative fans

The number of people who took a negative action (e.g. un-liked the Facebook page or hid a post).

A single person could have made multiple negative actions in a day. These actions would be counted as a single person.

Engagement stories by type

Breakdown of the types of stories, including page and user posts, mentions, and questions.

Storytellers by country

The number of people sharing
stories about your page broken down by country.

These stories include liking
your Page, posting to your Page's Wall, liking,
commenting on or sharing one of your Page posts,
answering a Question you posted, RSVPing to one of
your events, mentioning your Page, phototagging
your Page or checking in at your Place.

Storytellers by age & gender

The number of people creating stories about your Page by age and gender.

Total DM conversations

The total number of people who have messaged your Facebook page since it was created.

New DM conversations

The number of people who have messaged your page for the first time.

This metric is unique per person. I.e. a single person could have messaged the page for the first time and then continued the conversation with additional messages, but it would still be counted as a single new conversation.

Blocked DM conversations

The number of conversations that have been blocked by the user on Facebook Messenger. The page will be restricted in sending further messages to them.

Reported DM conversations

The number of Facebook conversations that have been reported by people for reasons such as spam, or containing inappropriate content.

Sending further messages is still possible.

Impressions

The number of times any content from your channel entered a person's screen.

Impressions by type

Breakdown of the content of your channel by paid (boosted via ad), non-viral (direct distribution from the page to a fan), and viral (distributed via the actions of friends, friends of friends, and so on).

Paid impressions

The number of impressions from advertisements (part of Impressions).

Organic impressions

The number of impressions from non-paid distribution (part of Impressions).

Viral impressions

The number of impressions from viral distribution (e.g. friends, and friends of friends' actions).

This falls under Organic impressions.

Non-viral impressions

The number of impressions delivered directly to the fan's timeline.

This falls under Organic impressions.

Viral amplification

Calculated as a multiplication factor of the viral impressions over the paid and non-viral impressions of your page posts. I.e., Viral amplification of 2.25 means that the pages got 2.25 times more viral impressions than paid and non-viral.

Frequency

This KPI shows how many times a single user sees a post on average.

Frequency (distribution)

How many times people saw a specific piece of content.

Reach

The number of people who had a post from your channel enter their feed.

Reach by type

Breakdown of the people reached by your channel through paid (boosted via ad), non-viral (direct distribution from the page to a fan), and viral (distributed via the actions of friends, friends of friends, and so on) distribution.

Paid reach

The number of people reached with advertisements.

This also falls under Reach.

Organic reach

The number of people reached via non-paid distribution.

This also falls under Reach.

Viral reach

The number of people reached via viral distribution (e.g. distributed via the actions of friends, friends of friends, and so on).

This also falls under Organic reach.

Non-viral reach

The number of fans reached directly from the channel. This also falls under Organic reach.

Reach by country

The number of people who have seen posts associated with your page, by country.

Reach by age & gender

The number of people who saw posts associated with your page, grouped by age and gender. This number is an estimate.

Channel profile views

The total number of times a page's profile has been viewed.

Channel views by logged in/out

The number of times a channel's profile has been viewed by logged-in and logged-out people.

Video views

The number of times your channel’s videos were played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.

This count includes views from autoplayed videos and from manual clicks on videos.

Immediate replays are not counted as a video view.

Paid video views (3s)

The number of promoted video views (part of Video Views).

Organic video views (3s)

The number of video views of non-paid posts.

Video views (10s)

The number of times your channel's videos played for at least 10 seconds, or for nearly their total length if they're shorter than 10 seconds.

Immediate replays are not included.

Video views (30s)

The number of people who viewed your channel's videos for at least 30 seconds, or for nearly their total length if they're shorter than 30 seconds.

Immediate replays are not included.

Video view time

The total time in minutes that your channel's videos were viewed.

Video viewers

The number of people who viewed your channel's videos for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.

Immediate replays are not included.

Video views by type

Breakdown of video views (for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds) by paid and organic.

Organic includes fan video views and viral (friends of friends) video views.

This count includes views from autoplayed videos and from manual clicks on videos.

Immediate replays are not counted as a video view.

Repeated video views

The number of times your channel's videos were replayed for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.

Facebook Content metrics

The below metrics cover the performance of individual posts. They can be added to the Content Performance widget. Bear in mind that certain metrics are only available to specific post types (e.g. Link clicks will only show for posts with a link). 

Metric Description
Likes Likes on a post. Facebook likes on shares are not included. Twitter includes paid favorites on the Tweet.
Reactions Reactions to a post. Reactions to shares are not included.
Paid reactions Paid reactions to a promoted post. Reactions to shares are not included.
Comments Comments on a post. Replies to comments and comments on shares are not included.
Paid comments Paid comments on a promoted post. Replies to comments and comments on post shares are not included.
Shares Shares or Retweets of a post.
Paid shares Paid shares of a promoted post.
Likes (shares) Like reactions to a Facebook post and all shares of that post.
Love (shares) Love reactions to a Facebook post and all shares of that post.
Wow (shares) Wow reactions to a Facebook post and all shares of that post.
Haha (shares) Haha reactions to a Facebook post and all shares of that post.
Anger (shares) Anger reactions to a Facebook post and all shares of that post.
Sorry (shares) Sorry reactions to a Facebook post and all shares of that post.
Reactions (shares) All reactions to a Facebook post and all shares of that post.
Comments (shares) Comments on a Facebook post and all shares of that post.
Shares (shares) Shares of the post itself and shares of all shares.
Negative feedback Negative actions on a post, e.g. - hide/report the post, or unfollow/unlike your page, etc.
Hide post Clicks to hide the post from the user's feed. Other posts from the same page are not affected.
Report as spam Clicks to report the post as spam.
Unlike page The number of people that unfollowed the page because of this post.
Clicks Any clicks are counted except for clicks to comment, like, or share the post.
Paid clicks Any click (excluding clicks to comment, like, or share) on the promoted post.
Link clicks The number of clicks on a link in the post.
Paid link clicks The number of clicks on a link in the promoted posts. The link can point to Facebook or any internet resource.
Paid outbound clicks The number of promoted link clicks that take people off Facebook. Use Paid link clicks for capturing any link click on or off Facebook.
Video play Clicks to start playing a video. Auto played videos are not counted.
Photo view The number of times people clicked on a photo to view it in a larger size.
Paid photo view The number of times people clicked on a photo of a promoted post to view it in a larger size.
Other clicks Clicks that are not a comment, like, share, negative feedback, link, video, or photo. Examples include hashtags, view profile, like page, and app install.
Paid messaging replies The number of messaging replies that people sent to your business in a messaging app (such as Facebook Messenger or Instagram Direct), attributed to a promoted post. This metric does not count messaging replies that occur in WhatsApp.
Paid blocked messaging conversations The number of times people blocked messages from your business on messaging apps (such as Facebook Messenger or Instagram Direct), attributed to a promoted post.
Engaged fans The fans that liked, commented, shared, or clicked a post.
Engaged users The people that liked, commented, shared, or clicked a post.
Negative users The people who performed a negative action on a post such as hiding hid/reporting it, or unfollowing the page.
Engagements The reactions, comments, and shares on a post. Clicks are not included.
Paid engagements The reactions, comments, and shares generated from a promoted post. Clicks are not included.
Interactions

The number of reactions, comments, shares, or any click on an interactive element in the post (e.g., a hashtag, link, or RSVP).

Paid interactions

The number of paid reactions, comments, shares, or any click on an interactive element in the post (e.g., a hashtag, link, or RSVP) on the promoted post.

Paid inline interactions

The total number of inline actions that people take involving the promoted posts.

Paid page interactions

The total number of interactions (reactions, comments, shares, or any click) people took on your Facebook Page and/or other posts, attributed to the promoted post.

Engagement rate Total engagements as a percentage of the impressions. Formula: 100 * Engagements / Impressions.
Engagement rate (reach) Total engagements as a percentage of the reached people. Formula: 100 * Engagements / Reach.
Engagement and link rate Total engagements and link clicks as a percentage of people reached. Formula: 100 * (Engagements + Link Clicks) / Reach.
Engaged users rate The percentage of engaged users among all people reached. Formula: 100 * (Engaged Users) / Reach.
Weighted eng. rate Weighted engagements as a percentage of the impressions. Formula: 100 * (Reactions + 2*Comments + 3*Shares) / Impressions.
Interaction rate Total engagements and clicks as a percentage of the impressions. Formula: 100 * (Engagements + Clicks) / Impressions.
Interaction rate (reach) Total engagements and clicks as a percentage of the people reached. Formula: 100 * (Engagements + Clicks) / Reach.
Spam rate The percentage of all clicks that were negative (hid or reported a post, unfollowed page, etc.). Formula: 100 * Negative Feedback / Clicks.
CTR Clickthrough rate - The clicks as a percentage of the impressions. Formula: 100 * Clicks / Impressions.
Paid CTR Paid clickthrough rate - The paid clicks as a percentage of the paid impressions. Formula: 100 * Paid clicks / Paid impressions (Ads)
Paid outbound CTR The paid link clicks that take people off Facebook as a percentage of the paid impressions. Formula: 100 * Paid outbound clicks / Paid impressions (Ads)
Link CTR The link clicks as a percentage of the impressions. Formula: 100 * (Link clicks) / Impressions.
Photo view rate The clicks to view the larger photo as a percentage of the impressions. Formula: 100 * Photo Views / Impressions.
Paid page fans The number of new fans gained attributed to a promoted post.
Paid new messaging conversations The number of messaging conversations on a messaging app (such as Facebook Messenger or Instagram Direct) that began with people who had never messaged with your business before, attributed to a promoted post.
Impressions

The number of times the post was shown in a person's feed.

Paid impressions Impressions delivered through paid means.
Paid impressions (Ads) The number of times a promoted post was shown. Unlike the metric, paid impressions, this metric will only consider ads from connected Ad Accounts you have access to.
Organic impressions Impressions delivered through unpaid means.
Non-viral impressions Unpaid impressions delivered from the page directly to its fans.
Viral impressions

Unpaid Impressions earned indirectly through friends of fans.

Reach The number of people that saw the post in their feed.
Paid reach People reached through paid means.
Paid reach (Ads) The number of people that were shown the promoted post. Unlike the metric, paid reach, this metric will only consider ads from connected Ad Accounts you have access to.
Organic reach People reached through unpaid means.
Non-viral reach The number of page fans reached.
Viral reach

The number of people reached indirectly through friends of fans.

Fan impressions The number of times the post was shown directly to the page's fans.
Fan reach The number of fans that saw the page post.
Frequency On average how many times a person saw your post. Formula: Impressions / Reach.
Paid frequency On average how many times a person saw a promoted post. Formula: Paid impressions (Ads) / Paid reach (Ads)
Viral amplification The rate of viral impressions compared to the paid and non-viral impressions. Higher ratio means bigger viral (i.e. friends to friends) distribution of the post.
Video views Total number of times the video has been watched. All networks require a minimum of 3 seconds viewing time.
Video viewers The number of people that watched the video for at least 3 seconds.
Paid video views The promoted video views.
Paid video views (Ads) The number of times a promoted video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.
Paid video viewers The number of people that viewed a promoted video.
Organic video views Video views watched directly on the page or virally.
Organic video viewers The number of people that viewed the video directly on the page or virally.
Video click to play (3s) Video views where the user clicked on the play button to start it.
Video autoplays Video views that started playing automatically.
Avg. watch time (min) The average amount of minutes that people viewed a video.
Watch time (min) The total minutes that the video was watched.
Video views (10s) The number of times the video has been watched for at least 10 seconds.
Video viewers (10s) The number of people that watched the video for at least 10 seconds.
Video click to play (10s) Video views for at least 10 seconds after people clicked on the play video button.
Video autoplays (10s) Video views that started playing automatically and continued for at least 10 seconds.
Organic video views (10s) The number of people that viewed a video for at least 10 seconds directly on the page or virally.
Paid video views (10s) Promoted video views that played for at least 10 seconds.
Paid video views (15s) Promoted video views that played for at least 15 seconds.
Video views with sound on (10s) Video views that played for at least 10 seconds with the sound turned on.
Video viewers (30s) The number of people that watched the video for at least 30 seconds.
Paid video views (30s) The promoted video views that played for at least 30 seconds.
Paid video views (30s Ads) The number of times a promoted video was watched for an aggregate of at least 30 seconds, or for nearly its total length, whichever happened first.
Paid average video view time The average time a promoted video was watched.
Organic video views (30s) The number of people that viewed a video for at least 30 seconds directly from the page or virally.
Video click to play (30s) Video views for at least 30 second after people clicked on the play video button.
Video autoplays (30s) Video views that started playing automatically and continued for at least 30 seconds.
Organic video views (complete) The number of complete video views watched directly on the page or virally.
Organic video viewers (complete) The number of people that watched the complete video on from the page or virally.
Paid video views (complete) Promoted video views where the full video was watched.
Paid video viewers (complete) The number of people that watched the complete promoted video.
Organic watch time (min) The total minutes the video was watched organically (not promoted).
Video views with sound on Video views with the sound turned on.
Video length The length of a video post in minutes and seconds (or hours, minutes and seconds).
Paid watch time (min) The total minutes the promoted video was watched boosted by an ad.
Own watch time (min) The total minutes a video was watched from the page's fans.
Shared watch time (min) The total minutes a page video was watched through shares.
Video completion rate The average video watch time, as a percentage of the whole video length. Formula: 100 * Avg. watch time / Video length.
Video view rate The percentage of the video views compared to the video's appearances in feeds. Formula: 100 * (Video views - 3s) / Impressions.
Video frequency On average how many times a video was watched and re-watched per person. Formula: (Video views - 3s) / Video Viewers.
Video retention rate (10s) The percentage of 10 second video views compared to 3 second video views. Formula: 100 * (Video views 10s) / (Video views 3s).
Paid video views (25%) The number of times a promoted video was played at 25% of its length, including plays that skipped to this point.
Paid video views (50%) The number of times a promoted video was played at 50% of its length, including plays that skipped to this point.
Paid video views (75%) The number of times a promoted video was played at 75% of its length, including plays that skipped to this point.
Paid video views (95%) The number of times a promoted video was played at 95% of its length, including plays that skipped to this point.
Paid video views (100%) The number of times a promoted video was played at 100% of its length, including plays that skipped to this point.
Landing page views The number of times a destination webpage (as tracked by the Facebook pixel) is loaded after seeing a promoted post.
Landing page views value The total value of all landing page views attributed to a promoted post.
Unique landing page views The number of unique users who see a destination webpage (as tracked by the Facebook pixel) after seeing a promoted post.
Paid content views The number of view content events tracked by the pixel on your website and attributed to a promoted post.
Paid content view value The total value of view content events attributed to a promoted post.
Add to cart The number of add to cart events tracked by the pixel on your website and attributed to a promoted post.
Add to cart value The total value of all add to cart actions attributed to the promoted posts.
Add to wishlist The number of add to wishlist events tracked by the pixel on your website and attributed to a promoted post.
Add to wishlist value The total value of all add to wishlist actions attributed to a promoted post.
Checkout initiated The number of initiate checkout events tracked by the pixel on your website and attributed to a promoted post.
Checkout initiated value The total value of all checkouts initiated attributed to a promoted post.
Add payment info The number of add payment info events tracked by the pixel on your website and attributed to a promoted post.
Add payment info value The total value of all add payment info actions attributed to a promoted post.
Registration completed The number of registration completed events tracked by the pixel on your website and attributed to a promoted post.
Registration completed value The total value of all completed registrations attributed to the promoted posts.
Purchase The number of purchase events tracked by the pixel on your website and attributed to a promoted post.
Purchase value The total value of all purchases attributed to a promoted post.
Purchase ROI The purchase return-of-investment attributed to a promoted post.
Total conversion value The total value of all conversions attributed to the promoted posts.
On-Facebook purchases The number of Facebook purchases attributed to a promoted post.
On-Facebook purchases value The total value of all Facebook purchases attributed to a promoted post.
Leads The number of lead events tracked by the pixel on your website and attributed to a promoted post.
Leads value The total value of all lead events attributed to a promoted post.
Facebook leads The number of form responses submitted after people clicked on a Facebook lead promoted post.
Paid search The number of search events tracked by the pixel on your website and attributed to a promoted post.
Paid search value The total value of all searches attributed to a promoted post.
Store visits The estimated number of times people visit your physical business location, attributed to a promoted post.
Mobile app installs The number of mobile app installs attributed to a promoted post.
CPM The average cost for 1,000 impressions (Cost Per Mille) of a promoted post.
Cost per fan The average cost per fan gained attributed to a promoted post.
Cost per reaction The average cost per reaction attributed to a promoted post.
Cost per comment The average cost per comment attributed to a promoted post.
Cost per share The average cost per post share attributed to a promoted post.
Cost per engagement The average cost per engagement (reactions, comments, shares, answers to questions, RSVPs) attributed to a promoted post.
Cost per interaction The average cost per interaction (reaction, comment, share, or any click on active element) attributed to a promoted post.
Cost per inline action The average cost per inline interaction attributed to a promoted post.
Cost per page interaction The average cost per any interaction (reaction, comment, share, or any click on active element) on the page or other posts attributed to a promoted post.
Cost per photo view The average cost per photo view attributed to a promoted post.
CPC The average cost per click on a promoted post.
Cost per link click The average cost per link click on a promoted post.
Cost per outbound click The average cost for a link click that leads off Facebook on a promoted post.
Cost per messaging reply The average cost for each messaging reply on a messing app (Facebook messenger, IG Direct) attributed to a promoted post.
Cost per messaging conversation The average cost of a new messaging conversation on a messing app (Facebook messenger, IG Direct) that began with people who had never messaged with your business before, attributed to a promoted post.
Cost per video view The average cost for watching a promoted video for at least 3 seconds, or for nearly its total length, whichever happened first.
Cost per video view (15s) The average cost for watching a promoted video for at least 15 seconds, or for nearly its total length, whichever happened first.
CPP The average cost for conversions from tracking pixels associated with a promoted post.
Cost per landing page view The average cost of landing page view after clicking on a promoted post.
Cost per unique landing page view The average cost of redirecting user to a landing page after clicking on a promoted post.
Cost per content view The average cost of view content events as tracked by the Facebook pixel and associated with a promoted post.
Cost per add to cart The average cost of add cart events as tracked by the Facebook pixel and associated with a promoted post.
Cost per add to wishlist The average cost of add wishlist events as tracked by a Facebook pixel and associated with a promoted post.
Cost per checkout The average cost of each website checkout initiated as tracked by the Facebook pixel and associated with a promoted post.
Cost per add payment The average cost of add payment events as tracked by the Facebook pixel and associated with a promoted post.
Cost per registration completed The average cost of registration completed events as tracked by the Facebook pixel and associated with a promoted post.
Cost per purchase The average cost of each website purchase as tracked by the Facebook pixel and associated with a promoted post.
Cost per on-Facebook purchase The average cost of a purchase on Facebook from a promoted post.
Cost per lead The average cost of a lead associated with a promoted post.
Cost per Facebook lead The average cost of form responses submitted after people responded to a lead promoted post.
Cost per search The average cost of a website search as tracked by the Facebook pixel and associated with a promoted post.
Cost per store visit The average cost of a visit to your physical business location that is associated with a promoted post.
Cost per mobile app install The average cost of mobile app install that is associated with the promoted post.

Instagram Metrics

Instagram Channel metrics

The below Channel metrics cover statistics about your entire Channel. They combine all the data from individual posts and they cover data unique to your entire Channel (such as your total fans).

Metric Description
Fans The total number of people who have followed your Instagram Channel.
Net new Fans

Everyday new fans follow your channel and/or some unfollow it. This metric shows the daily net fluctuation of your fans count.

This may potentially be a negative number if you have lost more fans than you have gained throughout the chosen period.

Fan increase

The number of people who have followed your Instagram account.

This metric indicates the number of newly acquired followers. It does not track unlikes (refer to Fan decrease for this metric).

This metric is unique for each day. If a user likes, then unlikes and likes again - it will still be counted as a single new fan for that day.

Fans by country

Breakdown of fans by country.

Fans by age & gender

Breakdown of fans and followers by age and gender.

Fans online by hour

Breakdown by hour of the day (in PST/PDT) when the Instagram followers are online.

Impressions

The number of times any content from your channel entered a person's screen.

Frequency

This KPI shows how many times a single user sees a post on average.

Reach

The number of people who had a post from your channel enter their feed.

Channel profile views

The total number of times a page's profile has been viewed.

Profile CTA clicks

The number of clicks on your page's contact info and the call-to-action button (Total of Profile directions taps, Profile phone taps, Profile message taps, and Profile website taps).

Profile directions taps

Total number of taps on the directions link in the user profile.

Profile phone taps Total number of taps on the call link in the user profile.
Profile message taps Total number of taps on the text message link in the user profile.
Profile website taps Total number of taps on the website link in the user profile.
Incoming private messages The number of times people message your account privately on Instagram. Multiple fan messages in a conversation are counted separately. This metric is the sum of Story replies, Story mentions, and Direct messages.
Story mentions The number of times people tag your account in their Instagram Stories.
Story replies The number of times people DM your account by replying to one of your Instagram Stories.
Direct messages The number of times people send a message to your account. This count does not include Story replies nor Story mentions.
Stories The number of Instagram Stories created within the period.

Instagram Content metrics

The below metrics cover the performance of individual posts. They can be added to the Content Performance widget.

Metric Description
 Photo posts 
 Video posts 
 Carousel posts 
 Stories 
Likes Likes on a post. Facebook likes on shares are not included. Twitter includes paid favorites on the Tweet.
Reactions Reactions to a post. Facebook reactions to shares are not included. Instagram and Twitter support only favorite reactions, but includes paid ones.
Comments Comments on a post. Facebook replies to comments and comments on shares are not included. Twitter includes paid comments.
Saves Saves of Instagram posts.
Taps forward The number of taps to see the next story
Taps back The number of taps to see the previous story
Exits The number of times users exited from the story
Exits rate The percentage of users that exited the story. Formula: 100 * Exits / Reach
Engagements The reactions, comments, and saves on a post. Clicks are not included.
Engagement rate Total engagements as a percentage of the impressions. Formula: 100 * Engagements / Impressions.
Engagement rate (reach) Total engagements as a percentage of the reached people. Formula: 100 * Engagements / Reach.
Weighted eng. rate Weighted engagements as a percentage of the impressions. Formula: 100 * (Reactions + 2*Comments + 3*Saves) / Impressions.
Impressions The number of times the post was shown in a person's feed.
Reach The number of people that saw the post in their feed.
Frequency On average how many times a person saw your post. Formula: Impressions / Reach.
Video views Total number of times the video has been watched. All networks require a minimum of 3 seconds viewing time to be considered as a video view.
Video view rate The percentage of the video views compared to the video's appearances in feeds. Formula: 100 * (Video views - 3s) / Impressions.

LinkedIn Metrics

LinkedIn Channel metrics

The below Channel metrics cover statistics about your entire Channel. They combine all the data from individual posts and they cover data unique to your entire Channel (such as your total fans).

Metric Description
Fans The total number of people who have followed your LinkedIn Channel.
Net new fans

Everyday new fans follow your channel and/or some unfollow it. This metric shows the daily net fluctuation of your fans count.

This may potentially be a negative number if you have lost more fans than you have gained throughout the chosen period.

Organic net fans

The daily fluctuations of your fans who have followed your page organically.

Paid net fans

The daily fluctuations of your fans who have liked your channel as a result of seeing an ad.

Net fans by paid/unpaid

The net fan fluctuations broken down by paid and organic.

Fans by country

Breakdown of fans by country.

Paid fans by association

The breakdown of the fans that followed your page through an ad by employees and non employees.

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Organic fans by association The breakdown of the fans that followed your page organically by employees and non employees.
Fans by association The breakdown of the fans by employees and non employees.
Paid fans by function Breakdown of your fans that followed your page through an ad by function (e.g. Legal, Marketing, Operations, etc.).
Organic fans by function Breakdown of your fans that followed your page organically by function (e.g. Legal, Marketing, Operations, etc.).
Fans by function Breakdown of your fans by function (e.g. Legal, Marketing, Operations, etc.).
Paid fans by seniority Breakdown of your fans that followed your page through an ad by seniority (e.g. Owner, Partner, C level,.. etc.).
Organic fans by seniority Breakdown of your fans that followed your page organically by seniority (e.g. Owner, Partner, C level,.. etc.).
Fans by seniority Breakdown of your fans by seniority (e.g. Owner, Partner, C level,.. etc.).

Reactions

The total LinkedIn post reactions. LinkedIn reactions include like, celebrate, love, insightful, and curious.

Comments

The total number of comments on the posts.

Shares

The total number of shares on the posts.

Engagements

The number of reactions, comments, and shares on your posts.

Interactions

The number of reactions, comments, shares, and clicks on your posts during the period.

Engagement rate

The Engagement rate is the percentage of people who engage with your posts after seeing it.

It is computed by dividing the Engagements (Reactions, Comments, Shares) by the Impressions.

Clicks

Any click by a fan on any active area in the post.

Clicks can be on, for example, a photo to preview it, a video to play it, a link to view it in a new browser tab, a hashtag or a mention, or the name of the page.

Impressions

The number of times any content from your channel entered a person's screen.

Frequency

This KPI shows how many times a single user sees a post on average.

Reach

The number of people who had a post from your channel enter their feed.

LinkedIn Content metrics

The below metrics cover the performance of individual posts. They can be added to the Content Performance widget.

Metric Description
Reactions Reactions to a post. Facebook reactions to shares are not included. Instagram and Twitter support only favorite reactions, but includes paid ones.
Comments Comments on a post. Facebook replies to comments and comments on shares are not included. Twitter includes paid comments.
Shares Shares or Retweets of a post. Instagram does not support the share functionality. Twitter includes paid Retweets.
Clicks Any clicks are counted except for clicks to comment, like, or share the post.
Engagements The reactions, comments, and shares on a post. Clicks are not included.
Interactions The reactions, comments, shares, and clicks on a post.
Engagement rate Total engagements as a percentage of the impressions. Formula: 100 * Engagements / Impressions.
Weighted eng. rate Weighted engagements as a percentage of the impressions. Formula: 100 * (Reactions + 2*Comments + 3*Shares) / Impressions.
Interaction rate Total engagements and clicks as a percentage of the impressions. Formula: 100 * (Engagements + Clicks) / Impressions.
CTR The clicks as a percentage of the impressions. Formula: 100 * Clicks / Impressions.
Impressions The number of times the post was shown in a person's feed.

Twitter Metrics

Twitter Channel metrics

The below Channel metrics cover statistics about your entire Channel. They combine all the data from individual posts and they cover data unique to your entire Channel (such as your total fans).

Metric Description
Fans The total number of people who have followed your Twitter Channel.
Net new fans

Everyday new fans follow your channel and/or some unfollow it. This metric shows the daily net fluctuation of your fans count.

This may potentially be a negative number if you have lost more fans than you have gained throughout the chosen period.

Following The number of users your Twitter page is following.
Listed The number of public lists your Twitter page is a member of.
Net listed The daily net change of public lists your Twitter page is a member of.
Tweets and Retweets The number of Tweets (including Retweets) issued by your Twitter page.
Net Tweets and Retweets The daily number of Tweets (including Retweets) issued by your Twitter page in the period.

Twitter Content metrics

The below metrics cover the performance of individual posts. They can be added to the Content Performance widget. Bear in mind that certain metrics are only available to specific post types (e.g. Link clicks will only show for Tweets with a link).

Metric Description
Likes Likes on a post. Facebook likes on shares are not included. Twitter includes paid favorites on the Tweet.
Reactions Reactions to a post. Facebook reactions to shares are not included. Instagram and Twitter support only favorite reactions, but includes paid ones.
Comments Comments on a post. Facebook replies to comments and comments on shares are not included. Twitter includes paid comments.
Shares Shares or Retweets of a post. Instagram does not support the share functionality. Twitter includes paid Retweets.
Quote Retweets Retweets with a comment from the author.
Unfavorites Unfavoriting a Tweet that has been favorited.
Unreplies Replies to Tweets that were removed afterwards.
Unretweets Retweets of Tweets that were undone.
Unquote Retweets Quoted Retweets that were then deleted.
Clicks Any clicks are counted except for clicks to comment, like, or share the post.
Link clicks The number of clicks on a link in the post.
Photo view The number of times people clicked on a photo to view it in a larger size.
Other clicks Clicks that are not a comment, like, share, negative feedback, link, video, or photo. Examples include hashtags, view profile, like page, and app install.
Hashtag clicks Clicks on a hashtag in a Tweet.
Detail expands Clicks on the Tweet in the feed to view it in a larger size with more details. Examples of additional details include the full publishing date and time, full image, publishing app and replies.
Permalink clicks Clicks to access the permalink to the Tweet (Timestamp on the Tweet in web interface, or Copy link in mobile).
App install Clicks on the Install button on a Twitter App card.
App open Clicks on the Open button on a Twitter App card.
Email Tweet Clicks on the Email Tweet button.
User follows The new followers gained from the Tweet.
User unfollows The people that unfollowed the account from the Tweet.
User profile click The visits to the Twitter account profile from the Tweet.
Engaged users The people that liked, commented, shared, or clicked a post.
Engagements The reactions, comments, and shares on a post. Clicks are not included.
Interactions The reactions, comments, shares, and clicks on a post.
Engagement rate Total engagements as a percentage of the impressions. Formula: 100 * Engagements / Impressions.
Engagement rate (reach) Total engagements as a percentage of the reached people. Formula: 100 * Engagements / Reach.
Engagement and link rate Total engagements and link clicks as a percentage of people reached. Formula: 100 * (Engagements + Link Clicks) / Reach.
Engaged users rate The percentage of engaged users among all people reached. Formula: 100 * (Engaged Users) / Reach.
Weighted eng. rate Weighted engagements as a percentage of the impressions. Formula: 100 * (Reactions + 2*Comments + 3*Shares) / Impressions.
Interaction rate Total engagements and clicks as a percentage of the impressions. Formula: 100 * (Engagements + Clicks) / Impressions.
Interaction rate (reach) Total engagements and clicks as a percentage of the people reached. Formula: 100 * (Engagements + Clicks) / Reach.
CTR The clicks as a percentage of the impressions. Formula: 100 * Clicks / Impressions.
Link CTR The link clicks as a percentage of the impressions. Formula: 100 * (Link clicks) / Impressions.
Photo view rate The clicks to view the larger photo as a percentage of the impressions. Formula: 100 * Photo Views / Impressions.
Impressions The number of times the post was shown in a person's feed.
Reach The number of people that saw the post in their feed.
Frequency On average how many times a person saw your post. Formula: Impressions / Reach.
Video views

Total number of times the video has been watched. 

Only views on your Tweet are considered. If your Tweet is Retweeted, video views on any Retweets will not be included.

Video start Video starts in the Tweet, either due to auto play or being tapped to start.
Video views (25%) 25% of a video in the Tweet was viewed.
Video views (50%) 50% of a video in the Tweet was viewed.
Video views (75%) 75% of a video in the Tweet was viewed.
Video views (95%) 95% of a video in the Tweet was viewed.
Video views (100%) 100% of a video in the Tweet was viewed.
Video view rate The percentage of the video views compared to the video's appearances in feeds. Formula: 100 * (Video views - 3s) / Impressions.

Note:

When reporting natively on Twitter, Engagements is defined as, All clicks on your Tweet. However, in Falcon, Engagements counts your Tweet's likes, replies and Retweets. Clicks are not included. To include clicks in your reporting, choose Interactions instead.

Tip:

Want to take your social media strategy to the next level? Falcon’s strategic services team provides professional social media consultancy through workshops, audits, and reports. Contact your Account Manager to learn more.

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