Unmetric to Benchmark User Transition Guide

For reliable insights, you need reliable data. With Benchmark, the new version of the Unmetric platform embedded within the Social Media Management suite, we give you and your teams the breadth of data needed to understand your brands' and competitors' content and performance in depth. You can also take advantage of exciting new improvements to further your analysis and improve your workflows, such as cross-network analysis and AI content insights. In this article, learn what to expect with Unmetric's transition to Benchmark, including the differences between both platforms and what improvements we've made with Benchmark.


Download our Welcome to Benchmark one-pager and check out the video below to get a quick introduction to Benchmark:

Improvements in Benchmark

Unmetric is now even more powerful within the social media management suite as Benchmark.

Analyzing brands and cross-network analysis

Benchmark has an entirely different interface for analyzing and comparing brands content and performance. However, the main metrics used for benchmarking are the same as in Unmetric and available via two separate dashboards: Brand Insights and Content Analysis.

While the Brand Insights dashboard and Content Analysis dashboards have different focuses (channel-level metrics vs. post-level metrics, respectively), both dashboards have the ability to compare your brands against your competitors’.

The Brand Insights dashboard provides aggregated channel-level metrics.

Brand insights dashboard.png

  • To analyze a brand, select it from the Brands drop-down menu.

  • Next to each brand you've created in Benchmark, you'll see icons for all of the social network channels you've added for that brand. The brand's channels will be visible when you hover over the network icons of the brand.

  • The dashboard supports date and timezone selection.

  • All data in the widgets can be exported as separate CSV files and printed in PDF.

Comparison Unmetric Benchmark
Main difference Analysis is possible only for single networks. Supports single and cross-network analysis.

Unmetric analysis.pngBenchmark analysis.png

The Content Analysis dashboard offers further analysis on a brand's content. The dashboard has two main views: the Content and Analysis tabs.

Content Analysis Dashboard.pngAnalysis tab.png

Within the Content tab:

  • The dashboard displays the content feed in tile and list view.

  • The content can be filtered by Search term and Content type.

Within the Analysis tab:

  • The dashboard uses the same filters as the content feed and once applied they are carried over.
  • Content analysis displays metrics related to the content (if filters are applied, the metrics are recalculated only for the posts that match the filter criteria).

Connected channels

Connected profiles from Unmetric are known as connected channels in Social Media Management. Connected channels are integrated throughout the whole suite since Social Media Management provides tools to meet multiple social media marketing needs. For example, Publish offers tools to publish content and Measure allows the user to analyze their content's key performance indicators (KPIs). Visit our help center to get an introduction to the modules available in Social Media Management.

Benchmark vs. Unmetric feature comparison

Feature Benchmark Unmetric
Benchmark on Facebook, Instagram, X (Twitter), and YouTube
Cross-network, cross-channel benchmarking
Iris content insights (OpenAI)
Iris post and comments analysis (OpenAI)
Single Brand Analysis view
“Unlimited channel analysis” with channel slots
Fan/follower size and growth metrics
Analyze content performance
Estimated reach and impressions for Instagram
Estimated reach and impressions for Facebook
Understand content performance using post types (incl. Carousel, Videos, Polls)
Hashtag, keyword search
Downloadable dashboards (PDF and CSV format)
Total and average engagement
Post-level metrics: Engagement, likes, comments, shares, reactions
Post format mix
Local timezone support
Powerpoint (PPT) reporting April 2024
Estimated reach and impressions H1 2024
Outliers feed H1 2024
Promoted post detection on Facebook H2 2024
Post tagging and labeling H2 2024
Custom engagement formulas H2 2024
Alerts based on keywords H2 2024
Facebook, Twitter, YouTube comment metrics H2 2024
Campaign detection and tracking H2 2024
Widget/dashboard one-line insights H2 2024
Image object and color detection H1 2025
Industry data H1 2025
Discover SMM Listen

Unmetric package vs. Benchmark package

Benchmark's billing model is based on channel slots, compared to profiles in Unmetric. A channel slot represents one individual social account you have linked to a brand in Benchmark. Only one social account, or channel, can occupy a channel slot at a time, but you can change the linked social network utilizing that channel slot multiple times.

Comparison Unmetric Benchmark
Social network terminology Profile Channel
Resource allowance Number of profiled (counted monthly)

Number of channel slots

Profile vs. channel usage

Once a profile is used in a dashboard or a report, is counted against the quota and the quota number is reduced.

When the quota number reaches 0, you cannot analyze a new profile until you order a new batch of profiles, or until a new month has started.

API and application use the same profile quota.

Once you connect a channel to your organization in Social Media Management, your number of available channel slots in Benchmark will reduce.

When your available channel slots reach 0, you can analyze a new channel by freeing up a channel slot. To do this, you can remove a channel from Social Media Management that you no longer need.

API and application use the same channel slot allowance.

Profile vs. channel quota Reserving more profiles enables you to analyze more profiles per month. Reserving more channel slots enables your organization to analyze more channels at the same time.

Unmetric profile management:Unmetric user interface.png

Benchmark channel slot management:Benchmark user interface.png

Setup and configuration

Benchmark is integrated as a module within the Social Media Management (SMM) suite, meaning that you can navigate easily between Benchmark and the other modules in your suite. Social Media Management's configuration is flexible and your platform can be configured to only contain Benchmark and the modules of your choice. With the integration, Benchmark’s channel management settings exist within Social Media Management's Organization admin settings. Furthermore, any user settings you update in Social Media Management will apply globally to the entire Social Media Management suite, including Benchmark.

Managing and grouping social networks

Benchmark, we’ve introduced brands, a new way of grouping channels. Groups in Unmetric were generic and assisted with organizing your brands. In Benchmark, groups are replaced by brands to natively support cross-network analysis and comparison of your channels. Aside from your channel slot allotment, there is no limit to the amount of channels you can link to an individual brand in Benchmark.


All social media networks that were tracked in your Unmetric account will be migrated to Benchmark as channels and have the Fans data preserved. However, channels will not be grouped into brands automatically. Once your organization administrator has access to Benchmark, they can manage your channels and set up your Benchmark brands via Social Media Management's settings.

Comparison Unmetric Benchmark
Naming Groups Brands
Similarities A group contains channels from different networks A brand is a list of channels that belong to one brand from different networks
Differences Complex setup Easy, self-served onboarding

Unmetric groups management:Unmetric profile management.png

Benchmark brand management:Creating a brand in Benchmark.gif

User management

In both Unmetric and Benchmark, users can be part of teams that have access to certain groups and brands. Access is managed by your organization administrator. Although the interface looks different, the control of the access policies is very similar. For example, in Benchmark, brands can be assigned to multiple teams by the organization administrator.

Comparison Unmetric Benchmark
Naming Team members Teams

Unmetric group and user management:Unmetric group management.pngUnmetric team members.pngUnmetric user management.png

Benchmark user management:


Brands access by group in Benchmark is an upcoming feature planned for 2024.

Benchmark user management.pngBenchmark team management.png

User accounts

Comparison Unmetric Benchmark
Naming Account My profile
Editable fields
  • Name
  • Password
  • Name
  • Password

Unmetric user settings:unmetric user settings.png

Benchmark user settings:benchmark user settings.png


Timezone in Unmetric is managed on an organization level, while in Benchmark included in the dashboard view and adjustable by the individual user. Because timezone in Benchmark is much easier to access, it can be changed quickly depending on the needs of the user and help to align data between distributed teams in different timezones.

Timezone in Unmetric:Timezone in Unmetric.png

Timezone in Benchmark:Timezone in Benchmark.png


Unmetric supports complex engagement formulas that are planned to be integrated into Benchmark and Measure in 2024. 

Comparison Unmetric Benchmark
  • Customizable per network
  • Weighted formulas
  • Not customizable
  • Only Total/Average Engagement is currently available

Engagement in Unmetric:Engagement in Unmetric.png

Unmetric Discover to Social Media Management Listen

Discover is a module in Unmetric that offers content discovery and ideation. Social Media Management provides an alternative module called Listen that enables users to search for content. If you are an existing Unmetric Discover customer, use the guides below to migrate your existing Discover workflows to SMM Listen.


To get a deeper look at Listen's capabilities, visit our Introduction to Listen article and the Listen section in our help center.

Comparison of Listen and Discover

Feature SMM Listen Unmetric Discover
Data coverage 100 million+ web sources 260,000 social media channels
Channel support Facebook, X (Twitter), Instagram, YouTube, LinkedIn, Tumblr, Reddit + online news, blogs, forums, review sites Facebook, X (Twitter), Instagram, YouTube (brand channels)
Main use case Social media monitoring Content discovery and collaboration
Search and filters
  • Keyword
  • Platform
  • Sentiment
  • Emotion
  • Gender
  • Author
  • Site
  • Tags
  • Language
  • Location
  • X (Twitter) account type
  • Mention type
  • Keyword

  • Object

  • Color

  • Industry

  • Geography

Content analysis Topic analysis through word clouds, topic wheels, top hashtags
  • Topic analysis through word clouds, image analysis, popularity over time and
  • Breakdown by industry
  • Download individual components as JPEG, PNG, CSV
  • Download mentions in CSV or PDF
  • Shareable links for Boards, Favorite Topics
  • Download as PDF
Workflow and collaboration Posts can be tagged and the tag can be used as a filter to view a segment of posts
  • Topics can be saved and/or added to Favorites for easy reference
  • User can add topics and posts Boards and invite team for collaboration
  • Adding comments in Boards
Product-specific features
  •  Sentiment analysis
  • Emotion analysis
  • Mentions count, reach, peaks
  • Top authors
  • Top interests
  • Audience demographics
  • Reports
  • Export data
  • Email alerts
  • Add content to a Board
  • Export data
Help center resources Listen help center Unmetric Discover help center

Listen search workflow

  • Search and filter the result using the filters on the left

  • Sort the result

  • Tag content for filtering

  • View metrics

Listen workflow 1.pngListen workflow 2.png

Discover search workflow

  • Search and filter the result

  • Sort the result

  • Add content to a Board

  • View metrics

Discover workflow 1.pngDiscover workflow 2.png

Additional information


The Unmetric API is currently available as part of Unmetric. The channels that are organized in groups are visible and readable from the API. Visit our Unmetric API technical documentation to learn more.

The Benchmark API is available as part of Social Media Management's APIs collection.

Help centers

For help with Unmetric, please visit the Unmetric help center. For help with Benchmark, please visit our dedicated section on Benchmark in the Social Media Management help center.

Was this article helpful?
0 out of 0 found this helpful
Brandwatch Academy

The Brandwatch Academy is here

Access on-demand courses on the Brandwatch product suite, plus live events to enrich your knowledge.