Totals vs. Averages in Measure

Most metrics in Measure are available as either a total or an average of all data in the set. The default value for any given metric is its total value, and this value is defined and/or calculated differently for each metric. You can find these definitions in our Complete Guide to Measure Metrics.

A metric's average value, on the other hand, is always calculated from a selection of totals – either daily totals (for channel metrics) or post totals (for content metrics). The average value of a metric will always say avg. in the name.

Selecting between total and average metrics

For widgets that support both metric types, you can select between total and average metrics by using the toggle in the upper left corner when creating or editing the widget. You can also mix and match metric types freely. 

Averaging channel metrics

Average channel metrics show the metric’s average value per day. This means that the value shown for each day, in the Time Series widget, will always be a total. Averages are calculated from the collective results of all daily totals during the selected date range.

Average channel metric =

(Day 1 Total + Day 2 Total + Day 3 Total +...) / Total number of days

For example, in the widget below, reactions avg. is calculated as: (0 + 4 + 2 + 4 reactions) / 4 days = 2.5 reactions per day.

Averaging content metrics

Average content metrics show the metric’s average value per post. This means that the value shown for each individual post will always be the total value – even if you’ve selected an average metric. The average is calculated from the collective results of all posts in the widget.

Average content metric =

(Post 1 Total + Post 2 Total + Post 3 Total +...) / Total number of posts

For example, in the widget below, engagement rate avg. is calculated as: (12.2 + 5.56 + 0 + 0 + 0 + 75 total engagement rate) / 6 posts = 15.46% engagement rate per post.

 

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