The following tables describe the available metrics in Influence for both authorized and non-authorized influencer social accounts and their posts by platform.
Note:
Please visit our article on Data and Metrics in Discover for Discover-specific metrics.
In this article:
Instagram metrics
Metric | Description | Authenticated Business and Creator accounts | Non-authenticated Business and Creator accounts |
Followers | Number of followers on the account. | ✓ | ✓ |
Total posts | Total number of posts in the last 90 days. | ✓ | ✓ |
Post frequency | A bar chart with the day-by-day number of posts published each day for the last 90 days. | ✓ | ✓ |
Total engagements per post | Sum of likes and comments for the selected date range. | ✓ | ✓ |
Total video views per post | Total video views for the post. | ✓ | ✓ |
Audience age | Audience percentage statistics by age categories (e.g. 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+). | ✓ | ✓ |
Audience gender | Audience percentage statistics by gender categories (e.g. Male %, Female %, Other %). | ✓ | ✓ |
Audience country | Audience percentage statistics by country. | ✓ | ✓ |
Earned media value (EMV) | Earned Media Value (EMV) estimates the dollar value of the exposure a post generates through impressions and engagement. | ✓ | ✓ |
Estimated impressions/views | Available for non-auth account campaign posts only. The estimated lifetime number of views on the post. | ✓ | |
Estimated reach | Available for non-auth account campaign posts only. The estimated lifetime number of people who viewed the post. | ✓ | |
Average reach per post (estimated) | Available for non-auth account campaign posts only. Average lifetime number of people who viewed the post. | ✓ | |
Average views per post (estimated) | Available for non-auth account campaign posts only. Average lifetime number of views on the post. | ✓ | |
Last 90 days post views (estimated) | Available for non-auth account campaign posts only. Average number of views on the post for the last 90 days. | ✓ | |
Last 30 days' post views | Number of post views in the last 30 days. | ✓ | |
Engagement rate | Total engagements/total impressions. (Does not take the number of saves into consideration). | ✓ | |
Views for posts and stories | Total number of times the post/story has been seen. | ✓ | |
Average views per post and story | Average number of times the post/story has been seen. | ✓ | |
Reach for posts and stories | Total number of unique accounts that have seen the post/story. | ✓ | |
Average reach per post and story | Average number of unique accounts that have seen the post/story. | ✓ | |
Story replies | Total replies to the story. | ✓ | |
Story taps forward | Total number of taps to see this story’s previous photo or video. | ✓ | |
Story taps back | Total number of taps to see this story’s next photo or video. | ✓ | |
Story exits | Total number of times someone exited the story. | ✓ | |
Reels saves | Total saves of a reel. | ✓ | |
Reels shares | Total shares of a reel. | ✓ | |
Reels unique plays | The number of times the reel has started to play. This doesn't include replays. | ✓ | |
Reels replays | The number of times the reel replays after an initial play in the same session. | ✓ | |
Reels total views | Total number of views, initial views, and replays. | ✓ | |
Reels total view time (minutes) | The total amount of time the reel was played, including any time spent in replaying the reels. | ✓ | |
Reels average view time (minutes) | The average amount of time spent viewing the reel. This is calculated by the view time divided by the number of plays. | ✓ | |
Reels reach | Total number of unique accounts that have seen the reel. | ✓ |
YouTube metrics
Metric | Description | Authenticated accounts | Non-authenticated accounts |
Subscribers | Number of subscribers on the account. | ✓ | ✓ |
Video views | Total video views in the last 90 days. | ✓ | ✓ |
Number of videos | Total number of videos published in the last 90 days. | ✓ | ✓ |
Post frequency | A bar chart with the day-by-day number of posts published each day for the last 90 days. | ✓ | ✓ |
Average views (Latest videos) | The average number of views on the account’s recent videos. Based on videos (excluding reels) published in the last 6 months that are at least 2 days old. | ✓ | ✓ |
Earned media value (EMV) | Earned Media Value (EMV) estimates the dollar value of the exposure a post generates through impressions and engagement. | ✓ | ✓ |
Engagement rate | Total engagements/total views. | ✓ | |
Watch time | Sum of watch time in minutes for the selected date range. | ✓ | |
Last 30 days' views | Number of views in the last 30 days. | ✓ | |
Average watch time | Average watch time in minutes per video view. | ✓ | |
Average percentage viewed | Average percent of the video completed per video view. | ✓ | |
Audience gender per channel and video | Audience percentage statistics by gender categories (e.g. Male %, Female %, Other %). | ✓ | |
Audience age per channel and video | Audience percentage statistics by age categories (e.g. 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+). | ✓ | |
Audience country per channel | Audience percentage statistics by country. | ✓ |
Facebook metrics
Metric | Description | Authenticated accounts | Non-authenticated accounts |
Followers | Number of followers that follow the page. | ✓ | ✓ |
Number of posts | Total number of posts published in the last 90 days. | ✓ | ✓ |
Post frequency | A bar chart with the day-by-day number of posts published each day for the last 90 days. | ✓ | ✓ |
Engagements | Sum of likes, reactions, comments, and shares for the specified date range. | ✓ | ✓ |
Earned media value (EMV) | Earned Media Value (EMV) estimates the dollar value of the exposure a post generates through impressions and engagement. | ✓ | ✓ |
Estimated impressions/views | Available for non-auth account campaign posts only. The estimated lifetime number of views on the post. | ✓ | |
Estimated reach | Available for non-auth account campaign posts only. The estimated lifetime number of people who viewed the post. | ✓ | |
Average impressions per post (estimated) | Available for non-auth account campaign posts only. The average estimated lifetime views on the post. | ✓ | |
Average reach per post (estimated) | Available for non-auth account campaign posts only. The average estimated lifetime number of views on the post. | ✓ | |
Last 90 days post impressions (estimated) | Available for non-auth account campaign posts only. The last 90 days of views on the post. | ✓ | |
Engagement rate | Total engagements/total impressions. | ✓ | |
Average views per new video | The average number of views on the account’s recent videos. Based on videos (excluding reels) published in the last 6 months that are at least 2 days old. | ✓ | |
Last 30 days' views | Number of views in the last 30 days. | ✓ | |
Audience age per channel and video | Audience percentage statistics by age categories (e.g. 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+). | ✓ | |
Audience gender per channel and video | Audience percentage statistics by gender categories (e.g. Male %, Female %, Other %). | ✓ | |
Audience country per channel | Audience percentage statistics by country. | ✓ | |
Impressions | Number of times a post has been seen. | ✓ | |
Reach | Number of unique accounts that have seen the post. | ✓ | |
Video views | Total video views in the last 90 days. | ✓ | |
Watch time | Sum of watch time in minutes for the selected date range. | ✓ | |
Average watch time | Average watch time in minutes per video view. | ✓ | |
Average percentage viewed | Average percent of the video completed per video view. | ✓ |
TikTok metrics
Note:
For TikTok Creator Marketplace (TTCM) and non-TTCM accounts:
Can be either authenticated or non-authenticated
Can be added via the CRM as non-authenticated accounts
Influencers can go through the authentication flow to authenticate the account
Non-authenticated, non-TTCM accounts will not display any data in the CRM until they are authenticated.
Supported account-level TikTok data in CRM
Metric | Authenticated accounts | Non-authenticated accounts |
Audience locales | ✓ | ✗ |
Average views | ✓ | ✗ |
Engagement rate | ✓ | ✗ |
Completion rate | ✓ | ✗ |
Creator rate | ✓ | ✗ |
Audience countries | ✓ | ✗ |
Audience genders | ✓ | ✗ |
Audience ages | ✓ | ✗ |
Profile image | ✓ | ✓ |
User name | ✓ | ✓ |
Display name | ✓ | ✓ |
Follower count | ✓ | ✓ |
Like count | ✓ | ✓ |
Video count | ✓ | ✓ |
Creator ID | ✓ | ✓ |
Average shares | ✓ | ✗ |
Average comments | ✓ | ✗ |
Average likes | ✓ | ✗ |
Is on vacation (True/false) | ✓ | ✗ |
Vacation start date | ✓ | ✗ |
Vacation end date | ✓ | ✗ |
Topics | ✓ | ✗ |
Creator badges | ✓ | ✗ |
Followers growth rate | ✓ | ✗ |
Sponsored video | ✓ | ✗ |
Engagement rate benchmark | ✓ | ✗ |
Completion rate benchmark | ✓ | ✗ |
Followers growth rate benchmark | ✓ | ✗ |
Average views benchmark | ✓ | ✗ |
Supported post-level TikTok data in Campaigns
Metric | Available for posts tracked via invite link/order | Available for posts that are not tracked via invite link/order (Authenticated accounts) | Available for posts that are not tracked via invite link/order (Non-authenticated accounts) |
Total engagements | ✓ | ✓ | ✗ |
Engagement rate | ✓ | ✓ | ✗ |
Reach | ✓ | ✗ | ✗ |
Comments | ✓ | ✓ | ✓ |
Likes | ✓ | ✓ | ✓ |
Shares | ✓ | ✓ | ✓ |
Video views | ✓ | ✓ | ✓ |
Earned media value | ✓ | ✓ | ✓ |
Total play time | ✓ | ✗ | ✗ |
Average play time | ✓ | ✗ | ✗ |
Video completion rate | ✓ | ✗ | ✗ |
Video view retention | ✓ | ✗ | ✗ |
Retention rate vs. Second | ✓ | ✗ | ✗ |
Audience age | ✓ | ✗ | ✗ |
Audience gender | ✓ | ✗ | ✗ |
Audience geography | ✓ | ✗ | ✗ |
Audience country | ✓ | ✗ | ✗ |
Engagement rate benchmark (50th percentile) | ✓ | ✗ | ✗ |
Most popular country/state distribution | ✓ | ✗ | ✗ |
Audience interest distribution | ✓ | ✗ | ✗ |
Daily organic video views | ✓ | ✗ | ✗ |
Daily paid video views | ✓ | ✗ | ✗ |
Video boosted date | ✓ | ✗ | ✗ |
X (Twitter) metrics
Metric | Description | Authenticated accounts | Non-authenticated accounts |
Followers | Number of followers on the account. | ✓ | ✓ |
Number of posts | Total number of posts published in the last 90 days. | ✓ | ✓ |
Post frequency | A bar chart with the day-by-day number of posts published each day for the last 90 days (with breakdown by text posts, photo posts, video posts, and carousel posts). | ✓ | ✓ |
Total engagements | The total number of times someone interacted with the post (tweet). | ✓ | ✓ |
Likes | The number of people who liked the post. | ✓ | ✓ |
Retweets | The number of times someone reposted (retweeted) the post. | ✓ | ✓ |
Engagement rate | The number of engagements/the number of impressions. | ✓ | |
Daily impressions | Number of times a post has been seen in one day. | ✓ | ✓ |
Total post impressions | Total number of times all posts have been seen. | ✓ | ✓ |
Earned media value (EMV) | Earned Media Value (EMV) estimates the dollar value of the exposure a post generates through impressions and engagement. | ✓ | ✓ |
Estimated impressions/views | Available for non-auth account campaign posts only. The estimated lifetime number of views on the post. | ✓ | |
Estimated reach | Available for non-auth account campaign posts only. The estimated lifetime number of people who viewed the post. | ✓ |
Twitch metrics
Metric | Description | Authenticated accounts | Non-authenticated accounts |
Followers | Number of followers on the account. | ✓ | ✓ |
Last 30 days' views | Number of views in the last 30 days. | ✓ | ✓ |
Average views (Latest videos) | The average number of views on the account’s recent videos. Based on videos (excluding reels) published in the last 6 months that are at least 2 days old. | ✓ | ✓ |
Average viewers/new stream | The average concurrent viewers on livestream broadcasts in the last 30 days. | ✓ | ✓ |
Number of videos | Total number of videos published in the last 90 days. | ✓ | ✓ |
Post frequency | A bar chart with the day-by-day number of posts published each day for the last 90 days. | ✓ | ✓ |
Views | Total video views in the last 90 days. | ✓ | ✓ |
Average concurrent viewers | The average count of simultaneous viewers on Twitch during the live broadcast. | ✓ | ✓ |
Peak concurrent viewers | The maximum count of simultaneous viewers on Twitch during the live broadcast. | ✓ | ✓ |
Games played | Titles of games played. | ✓ | ✓ |
Earned media value (EMV) | Earned Media Value (EMV) estimates the dollar value of the exposure a post generates through impressions and engagement. | ✓ | ✓ |
Unique chatters | Number of unique chatters in the livestream chat. | ✓ | |
Average chatters | The average number of chatters on the livestream. | ✓ | |
Peak chatters | The peak number of chatters on the livestream. | ✓ | |
Total estimated watch time | The total watch time in minutes from all chatters on the livestream. | ✓ | |
Estimated average watch time | Average minutes watched across known chatters. | ✓ |