The following tables describe the available metrics in Influence for both authorized and non-authorized influencer social accounts and their posts by platform.
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. |
✓ | ✓ |
| 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. |
✓ | ✓ |
| 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. |
✓ | ✓ |
| 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. |
✓ | |
| Total reels plays |
Total reels plays in the last 90 days. |
✓ | |
| Average reels 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. |
✓ | |
| Daily reels plays |
Total reels plays in a specific day. |
✓ | |
| Reels saves |
Total saves of a reel. |
✓ | |
| Reels shares |
Total shares of a reel. |
✓ | |
| Reels reach |
Number of accounts the reel has reached. |
✓ |
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:
Non-TikTok Creator Marketplace (TTCM) accounts:
- Must be authenticated
- Can only be added via the influencers' dashboard or via the influencer application flow, directly into the authenticated state
TikTok Creator Marketplace (TTCM) accounts:
- Can be either authenticated or non-authenticated
- Can be added via the CRM as non-authenticated accounts
Non-authenticated, non-TTCM accounts will not be supported in CRM.
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 | ✗ | ✓ | ✗ |
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 | ✓ | ✗ | ✗ |
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. |
✓ | ✓ |
| 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. |
✓ |