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. | ✓ | ✓ |
| Daily reels plays | Total reels plays in a specific day. | ✓ | ✓ |
| 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. | ✓ | |
| Last 30 days' views | Number of views in the last 30 days. | ✓ | |
| Engagement rate | Total engagements/total impressions. (Does not take the number of saves into consideration). | ✓ | |
| Impressions for posts and stories | Total number of times the post/story has been seen. | ✓ | |
| Average impressions 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 average plays | Average number of times a reel is played. Based on the average plays on reels published in the last 6 months that are at least 24 hours old. | ✓ | |
| 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 plays | Total number of plays, initial plays, 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 playing 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. | ✓ | ✓ |
| 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. | ✓ | ✓ |
| 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 | For authenticated non-TTCM accounts | For authenticated TTCM accounts | For non-authenticated TTCM 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 (Account type: Authenticated TTCM accounts and authenticated non-TTCM accounts) | Available for posts that are not tracked via invite link/order (Account type: non-authenticated TTCM accounts) |
|---|---|---|---|
| Total engagements | ✓ | ✓ | ✗ |
| Engagement rate | ✓ | ✓ | ✗ |
| Reach | ✓ | ✗ | ✗ |
| Comments | ✓ | ✓ | ✓ |
| Likes | ✓ | ✓ | ✓ |
| Shares | ✓ | ✓ | ✓ |
| Video views | ✓ | ✓ | ✓ |
| 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. | ✓ | ✓ |
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. | ✓ | ✓ |
| 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. | ✓ |