Content metrics measure the lifetime performance of posts that were published during the selected date range, including any new activity since the selected date range.
X (Twitter) offers content metrics natively in the Content section of its Analytics tool. Many of these metrics are also available in Measure, in addition to metrics that aren't available natively.
In this article, learn more about X (Twitter) content metrics and why Measure's results may differ from X (Twitter)'s native reporting.
In this article:
Network rules
How much historical data is available for X (Twitter) content metrics?
When you connect an X (Twitter) channel for the first time, Measure will backfill all posts and their metrics from the previous 7 days.
How often are X (Twitter) content metrics refreshed?
X (Twitter) content metrics will receive their first data refresh 15 minutes after a post's publication. Additional refreshes will continue at least once a day for 30 days.
Lifetime data collection for an X (Twitter) post is complete at 30 days after publication.
Do X (Twitter) content metrics include paid data?
Unless otherwise specified as a paid or organic metric, all X (Twitter) content metrics show a combined total of paid and organic data that cannot be broken down.
Promoted posts will receive a "Promoted" banner 24 hours after their first paid impression.
Metrics rules
* = Metrics available in Measure but not natively
| Metric | Definition | Post Types |
| 100% organic video view completion rate |
The ratio of the post's lifetime organic video views (100%) to its lifetime organic video views, represented as a percentage. Formula: (Organic video views (100%) / Organic video views) x 100 |
Video |
| 100% paid video view completion rate |
The ratio of the post's lifetime paid video views (100%) to its lifetime paid video views, represented as a percentage. Formula: (Paid video views (100%) / Paid video views) x 100 |
Video |
| 100% video view completion rate |
The ratio of the post's lifetime video views (100%) to its lifetime video views, represented as a percentage. Formula: (Video views (100%) / Video views) x 100 |
Video |
| App install |
The lifetime number of clicks on the post to install the X (Twitter) app. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| App open |
The lifetime number of clicks on the post to open its X (Twitter) app card. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Clicks |
The lifetime number of clicks on the post. This metric does not include clicks to comment, like, or share the post. Discrepancies: X (Twitter) Analytics includes clicks to comment, like, and share. |
Text, Image, Video, Link, Poll |
| Comments |
The lifetime number of comments on the post. For promoted posts, this metric includes paid replies. |
Text, Image, Video, Link, Poll |
| CTR (click-through rate) |
The ratio of the post's lifetime clicks to its lifetime impressions, represented as a percentage. Formula: (Clicks / Impressions) x 100 |
Text, Image, Video, Link, Poll |
| Detail expands |
The lifetime number of clicks on the post to expand it/view its details. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Email post |
The lifetime number of clicks on the post's email button. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engaged users rate* |
The ratio of the post's lifetime engaged users to its lifetime reach, represented as a percentage. Formula: (Engaged Users / Reach) x 100 Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engaged users* |
The lifetime number of people who liked, commented, shared, or clicked a post. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engagement and link rate* |
The ratio of the post's lifetime engagements and link clicks to its lifetime impressions. Formula: ((Reactions + Comments + Shares + Link Clicks) / Impressions) x 100 |
Text, Image, Video, Link, Poll |
| Engagement rate (reach)* |
The ratio of the post's lifetime engagements to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Reach) x 100 Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engagement rate* |
The ratio of the post's lifetime engagements to its lifetime impressions, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Impressions) x 100 Discrepancies: X (Twitter) Analytics includes clicks in its engagement rate metric, while Measure does not. To add clicks, please use our interaction rate metric instead. |
Text, Image, Video, Link, Poll |
| Engagements |
The lifetime number of reactions, comments, and shares on the post. Discrepancies: X (Twitter) Analytics includes clicks in its engagements metric, while Measure does not. To add clicks, please use our interactions metric instead. |
Text, Image, Video, Link, Poll |
| Frequency* |
The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Hashtag clicks |
The lifetime number of clicks on the post's hashtags. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Impressions | The lifetime number of views on the post. | Text, Image, Video, Link, Poll |
| Interaction rate |
The ratio of the post's lifetime interactions to its lifetime impressions. Formula: ((Reactions + Comments + Shares + Clicks) / Impressions) x 100 |
Text, Image, Video, Link, Poll |
| Interaction rate (reach)* |
The ratio of the post's lifetime interactions to its lifetime reach. Formula: ((Reactions + Comments + Shares + Clicks) / Reach) x 100 Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Interactions |
The lifetime number of reactions, comments, shares, and clicks on the post. |
Text, Image, Video, Link, Poll |
| Likes |
The lifetime number of likes on the post. For promoted posts, this metric includes paid likes. |
Text, Image, Video, Link, Poll |
| Link clicks | The lifetime number of clicks on a post to open a link. | Text, Image, Video, Link, Poll |
| Link CTR* |
The ratio of the post's lifetime link clicks to its lifetime impressions, represented as a percentage. Formula: (Link clicks / Impressions) x 100 |
Text, Image, Video, Link, Poll |
| Organic comments | The lifetime number of comments on a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic engagement rate |
The ratio of a non-promoted post's lifetime engagements to its lifetime impressions, represented as a percentage. Formula: ((Organic reactions + Organic comments + Organic shares) / Organic impressions) x 100 Discrepancies: X (Twitter) Analytics includes clicks in its engagement rate metric, while Measure does not. To add clicks, please use our interaction rate metric instead. |
Text, Image, Video, Link, Poll |
| Organic engagements |
The lifetime number of reactions, comments, and shares on a non-promoted post. Discrepancies: X (Twitter) Analytics includes clicks in its engagements metric, while Measure does not. To add clicks, please use our interactions metric instead. |
Text, Image, Video, Link, Poll |
| Organic impressions | The lifetime number of views on a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic interaction rate |
The ratio of a non-promoted post's lifetime interactions to its lifetime impressions, represented as a percentage. Formula: ((Organic reactions + Organic comments + Organic shares + Organic clicks) / Organic impressions) x 100 |
Text, Image, Video, Link, Poll |
| Organic interactions | The lifetime number of reactions, comments, shares, and clicks on a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic likes/reactions |
The lifetime number of reactions (likes) on a non-promoted post. This metric does not include reactions to shares. |
Text, Image, Video, Link, Poll |
| Organic link clicks | The lifetime number of clicks on a non-promoted post to open a link. | Text, Image, Video, Link, Poll |
| Organic link CTR |
The ratio of a non-promoted post's lifetime link clicks to its lifetime impressions, represented as a percentage. Formula: (Organic link clicks / Organic impressions) x 100 |
Text, Image, Video, Link, Poll |
| Organic shares | The lifetime number of shares (Reposts (Retweets)) of a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic user profile clicks | The lifetime number of clicks on a non-promoted post to visit your channel’s profile page. | Text, Image, Video, Link, Poll |
| Organic video starts | The lifetime number of video views on a non-promoted post. Video must play at least one frame. | Video |
| Organic video views |
The lifetime number of video views on a non-promoted post. Video must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks-to-play, and video views from clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (25%) |
The lifetime number of video views on a non-promoted post. The video must play for at least 25% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (50%) |
The lifetime number of video views on a non-promoted post. The video must play for at least 50% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (75%) |
The lifetime number of video views on a non-promoted post. The video must play for at least 75% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (100%) |
The lifetime number of video views on a non-promoted post. The video must play for its entire duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Other clicks |
The lifetime number of clicks on the post that were not clicks to comment, like, share, open a link/image/video, or leave negative feedback. Examples of other clicks include: clicks on hashtags, clicks to view the channel's profile, clicks to install the X (Twitter) app, etc. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Paid comments | The lifetime number of comments on a promoted post. | Text, Image, Video, Link, Poll |
| Paid engagement rate |
The ratio of a promoted post's lifetime engagements to its lifetime impressions, represented as a percentage. Formula: ((Paid reactions + Paid comments + Paid shares) / Paid Impressions) x 100 Discrepancies: X (Twitter) Analytics includes clicks in its engagement rate metric, while Measure does not. To add clicks, please use our interaction rate metric instead. |
Text, Image, Video, Link, Poll |
| Paid engagements |
The lifetime number of reactions, comments, and shares on a promoted post. Discrepancies: X (Twitter) Analytics includes clicks in its engagements metric, while Measure does not. To add clicks, please use our interactions metric instead. |
Text, Image, Video, Link, Poll |
| Paid impressions | The lifetime number of views on a promoted post. | Text, Image, Video, Link, Poll |
| Paid interaction rate |
The ratio of a promoted post's lifetime interactions to its lifetime impressions, represented as a percentage. Formula: ((Paid reactions + Paid comments + Paid shares + Paid clicks) / Paid impressions) x 100 |
Text, Image, Video, Link, Poll |
| Paid interactions | The lifetime number of reactions, comments, shares, and clicks on a promoted post. | Text, Image, Video, Link, Poll |
| Paid likes/reactions |
The lifetime number of reactions (likes) on a promoted post. This metric does not include reactions to shares. |
Text, Image, Video, Link, Poll |
| Paid link clicks | The lifetime number of clicks on a promoted post to open a link. | Text, Image, Video, Link, Poll |
| Paid link CTR |
The ratio of a promoted post's lifetime link clicks to its lifetime impressions, represented as a percentage. Formula: (Paid link clicks / Paid impressions) x 100 |
Text, Image, Video, Link, Poll |
| Paid shares | The lifetime number of reposts (retweets)) of a promoted post. | Text, Image, Video, Link, Poll |
| Paid user profile clicks | The lifetime number of clicks on a promoted post to visit your channel’s profile. | Text, Image, Video, Link, Poll |
| Paid video starts | The lifetime number of video views on a promoted post. The video must play at least one frame. | Video |
| Paid video views |
The lifetime number of video views on a promoted post. The video must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks-to-play, and video views from clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (25%) |
The lifetime number of video views on a promoted post. The video must play for at least 25% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (50%) |
The lifetime number of video views on a promoted post. The video must play for at least 50% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (75%) |
The lifetime number of video views on a promoted post. The video must play for at least 75% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (100%) |
The lifetime number of video views on a promoted post. The video must play for its entire duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Saves | The lifetime number of times a post has been saved (bookmarked). | Text, Image, Video, Link, Poll |
| Permalink clicks |
The lifetime number of clicks on the post to access its permalink. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Photo view |
The lifetime number of clicks on the post to enlarge an image. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Image |
| Photo view rate* |
The ratio of the post's lifetime photo clicks to its lifetime impressions, represented as a percentage. Formula: (Photo Views / Impressions) x 100 Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Image |
| Quote reposts (retweets)* | The lifetime number reposts (retweets)) of the post that were embedded in a new post. | Text, Image, Video, Link, Poll |
| Reach* |
The lifetime number of people who viewed the post. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Reactions* |
The lifetime number of likes on the post. For promoted posts, this metric includes paid likes. Note: Promoted posts from X (Twitter) will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
| Shares |
The lifetime number of reposts (retweets)) of the post. For promoted posts, this metric includes paid shares. Note: Promoted posts from X (Twitter) will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
| Unlikes* |
The lifetime number of likes on the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Unquote reposts (retweets) |
The lifetime number of embedded reposts of the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Unreplies* |
The lifetime number of comments on the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Unreposts (unretweets)* |
The lifetime number of reposts of the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| User follows |
The lifetime number of fans gained from the post. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| User profile click | The lifetime number of visits to your channel's profile from the post. | Text, Image, Video, Link, Poll |
| User unfollows |
The lifetime number of fans lost from the post. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Video start* |
The lifetime number of times the post's video started playing. This metric includes autoplays but does not include video views from shares. |
Video |
| Video view rate* |
The ratio of the post's lifetime video views to its lifetime impressions, represented as a percentage. Formula: (Video views / Impressions) x 100 |
Video |
| Video views (100%)* |
The lifetime number video views on the post that completed the entire video. This metric includes autoplays but does not include video views from shares. |
Video |
| Video views (25%)* |
The lifetime number video views on the post that completed at least 25% of the video. This metric includes autoplays but does not include video views from shares. |
Video |
| Video views (50%)* |
The lifetime number video views on the post that completed at least 50% of the video. This metric includes autoplays but does not include video views from shares. |
Video |
| Video views (75%)* |
The lifetime number video views on the post that completed at least 75% of the video. This metric includes autoplays but does not include video views from shares. |
Video |
| Video views (95%)* |
The lifetime number video views on the post that completed at least 95% of the video. This metric includes autoplays but does not include video views from shares. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Video |
| Video views* |
The lifetime number of video views on the post. A view is counted after the first 2 seconds. This metric includes autoplays but does not include video views from shares. |
Video |
| Weighted engagement rate* |
The ratio of the post's lifetime weighted engagements to its lifetime impressions, represented as a percentage. Formula: ((Reactions + (Comments x 2) + (Shares x 3)) / Impressions) x 100 |
Text, Image, Video, Link, Poll |