This article summarizes the data collection rules for every network in Measure, as well as the KPIs, or metrics, available for each one.
Network rules describe the behaviors that apply to all channel or content metrics from a given network. This includes things like historical data limits, data refresh rates, and paid data availability. Metrics rules describe the metrics themselves, including definitions, formulas, and expected discrepancies with native reporting.
Both are necessary to understanding the data in Measure. Read on to learn more about how these rules shape your own results.
In this article:
Getting Started
Understanding channel metrics and content metrics
Every network offers two different types of metrics: channel metrics and content metrics.
Channel metrics show the data from your entire channel during the selected date range, including any new activity on posts published before the selected date range. These metrics can be found in the following widgets in Measure:
- Key Metrics
- Channel Comparison
- Time Series
- Breakdown
- Geographics
- Demographics
Content metrics show the data from the posts published during the selected date range, including any new activity since the selected date range. These metrics can be found in the following widgets in Measure:
- Content Performance
- Label Performance
Channel metrics and content metrics should not be compared, even if they share a name. For example, the engagements metric in your Channel Comparison widget may not match engagements metric in your Content Performance widget because they are pulling their data from different sets of posts. For the same reason, it’s also not possible to isolate data that’s both from a specific set of posts and from a specific date range — these will always be two separate KPIs.
Understanding APIs and data discrepancies
Every network delivers its data to third-party platforms using an Application Programming Interface (API). For example, Measure gets its Facebook channel data from Meta’s Page Insights API.
A network might offer certain metrics on its own platform without making them available to API users. If a metric seems to be “missing” from Measure for a particular network, that metric likely isn’t available through the network’s API. However, there are many more metrics that networks only make available through their APIs, which means Measure is able to offer many more metrics than you would see natively.
Since networks don’t use APIs for their own reporting, there may be discrepancies when comparing a network’s data to Measure’s. How much data a network delivers over its API, and how often, can affect our results.
You can find explanations of some of the most common types of data discrepancies in this article, but if you’re still unsure, please don’t hesitate to contact Support.
Facebook Channel Metrics
Network rules
How much historical data is available for Facebook channel metrics?
When you connect a Facebook channel for the first time, Measure backfills all channel metrics from the past 365 days.
How often is Facebook channel data refreshed?
Facebook channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Note:
In Meta’s Insights, channel data is not inclusive of the selected end date. For example, if you set your date range to January 1 - January 6, it will show you the data from December 31 - January 5.
Measure shifts the data back 24 hours to account for this: if you set your date range to January 1 - January 6, then you’ll see the data from January 1 - January 6. However, it will correspond to Insights’ data for January 2 - January 7, so please keep this in mind when comparing the two.
Do Facebook channel metrics include paid data?
Facebook channel metrics are delivered as a combined total of paid and organic data, including paid data from any Instagram or other Meta Platforms ad placements that are run through the Facebook channel. These totals cannot be broken down, with the exception of the following KPIs, which Meta also offers as paid, organic, viral, and non-viral metrics:
- Net new fans
- Impressions
- Reach
- Video views
Metrics Rules
* = Metrics available in Measure but not the Meta Business Suite
Metric | Definition | Supported Widgets |
---|---|---|
Blocked DM conversations* | The lifetime number of people who have blocked your channel from sending them direct messages. | Key Metrics, Channel Comparison, Time Series |
Channel profile views | The number of times your channel's profile was viewed during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Channel profile views by logged in/out* |
The number of times your channel was viewed during the selected date range, broken down by logged-in viewers and logged-out viewers. | Breakdown |
Clicks by type* | The number of clicks on any active part of your channel or its posts during the selected date range, broken down by type. Types of clicks include: clicks on images, clicks on videos, clicks on links, clicks on hashtags or mentions, clicks on your Page name, and other clicks. |
Breakdown |
Clicks* | The number of clicks on any active part of your channel or its posts during the selected date range. This metric does not include clicks to like, comment, or share. | Key Metrics, Channel Comparison, Time Series |
Comments* | The number of new comments during the selected date range across all posts. This metric includes replies to comments. | Key Metrics, Channel Comparison, Time Series |
Engaged users* | The number of people who engaged with your channel during the selected date range. Unlike engagements, this metric includes clicks. | Key Metrics, Channel Comparison, Time Series |
Engagement rate* |
The ratio of enagements to impressions during the selected date range across all posts to the channel, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Impressions) x 100 |
Key Metrics, Channel Comparison, Time Series |
Engagement stories by type* | The breakdown of the types of Page content activity during the selected date range, including page and user posts, mentions, and questions. For this metric, "stories" does not refer to the post type but to certain activity on your Page. Types of Page content activity include: Page posts, Page mentions, Page likes, and Other. |
Breakdown |
Engagements* |
The number of new reactions, comments, and shares during the selected date range across all posts. To include clicks, please use interactions. |
Key Metrics, Channel Comparison, Time Series |
Fan decrease by unlike source* | The number of people during the selected date range who unliked your channel, broken down by unlike source. Sources for unlikes include: Deactivated or Memorialized Account Removals, Suspicious Account Removals, Unlikes from Page/Posts/News Feed, Unlikes from Search, and Other |
Breakdown |
Fan decrease* | The number of people during the selected date range who unliked your channel. | Key Metrics, Channel Comparison, Time Series |
Fan Increase | The number of people during the selected date range who liked your channel. | Key Metrics, Channel Comparison, Time Series |
Fan increase by like source* | The number of people during the selected date range who liked your channel, broken down by like source. Sources for likes include: Ads, News Feed, Page Suggestions, Restored Likes from Reactivated Accounts, Search, and Your Page. |
Breakdown |
Fan increase by paid/unpaid* | The number of people during the selected date range who liked your channel, broken down by likes from promoted posts (paid fan increase) and likes from non-promoted posts (unpaid fan increase). | Breakdown |
Fans |
The number of people who liked your channel as of the selected end date. Please note that this is not the same as your channel's follower count. Discrepancies: The Meta Business Suite uses the metric followers, which is not yet available to third party platforms. |
Key Metrics, Channel Comparison, Time Series |
Fans by age & gender | The number of people who liked your channel as of the selected end date, broken down by age and gender. Discrepancies: The Meta Business Suite uses the metric followers, which is not yet available to third party platforms. |
Demographics |
Fans by country | The number of people who liked your channel as of the selected end date, broken down by country of origin. Only the top 45 countries are included. Discrepancies: The Meta Business Suite uses the metric followers, which is not yet available to third party platforms. |
Geographics |
Fans online by hour* | The times of day that your channel's fans are most active on Facebook, broken down by hour (PST/PDT). | Breakdown |
Frequency (distribution)* | The ratio of impressions to reach during the selected date range across all posts, broken down by average distribution. | Breakdown |
Frequency* |
The ratio of impressions to reach during the selected date range across all posts to the channel, represented as an average. Formula: Impressions / Reach |
Key Metrics, Channel Comparison, Time Series |
Impressions by type* |
The number of views during the selected date range across all posts, broken down by type. Types of impressions include paid impressions, non-viral impressions, and viral impressions. |
Breakdown |
Impressions* | The number of views during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Interactions Rate (Reach)* |
The ratio of interactions to reach during the selected date range across all posts to the channel, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series |
Interactions Rate* |
The ratio of interactions to impressions during the selected date range across all posts to the channel, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Impressions) x 100 |
Key Metrics, Channel Comparison, Time Series |
Interactions* | The number of new reactions, comments, shares, and clicks during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Likes* | The number of new like reactions during the selected date range across all posts. This metric also includes care reactions. | Key Metrics, Channel Comparison, Time Series |
Link clicks* | The number of clicks to open a link during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Negative actions by type* |
The number negative actions taken on your channel during the selected date range, broken down by type. Types of negative actions actions include: unliking the channel, hiding its posts, or reporting posts as spam. |
Breakdown |
Negative actions* | The number negative actions taken on your channel during the selected date range. Types of negative actions actions include: unliking the channel, hiding its posts, or reporting posts as spam. |
Key Metrics, Channel Comparison, Time Series |
Negative fans* |
The number of people who took negative actions on your channel during the selected date range. If a person takes multiple negative actions in a single day, they will only be counted once. Types of negative actions actions include: unliking the channel, hiding its posts, or reporting posts as spam. |
Key Metrics, Channel Comparison, Time Series |
Net new fans* |
The difference between the number of people who liked your channel (fan increase) and the number of people who unliked your channel (fan decrease) during the selected date range. This metric will be a negative number if you lost more fans than you gained. Formula: Fan increase - Fan decrease |
Key Metrics, Channel Comparison, Time Series |
New DM conversations* | The number new direct message conversations on your channel during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Non-viral impressions* | The number of views from non-viral distribution during the selected date range across all non-promoted posts . Non-viral distribution goes directly from your channel to your fans. |
Key Metrics, Channel Comparison, Time Series |
Non-viral reach* | The number of people during the selected date range who viewed at least one of your non-promoted posts as a result of non-viral distribution. Non-viral distribution goes directly from your channel to your fans. |
Key Metrics, Channel Comparison, Time Series |
Organic impressions* | The number of views during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Organic reach* | The number of people during the selected date range who viewed at least one of your non-promoted posts. Formula: Viral reach + Non-viral reach |
Key Metrics, Channel Comparison, Time Series |
Organic video views (3s)* | The number of video views during the selected date range across all non-promoted posts. Videos must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. |
Key Metrics, Channel Comparison, Time Series |
Other clicks* | The number of other click types during the selected date range across all posts. Examples of other clicks include: clicks to select text, clicks on hashtags or mentions, and clicks on the page name. |
Key Metrics, Channel Comparison, Time Series |
Paid fan increase* | The number of people during the selected date range who liked your channel as a result of seeing at least one of your promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid impressions* | The number of views during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid reach* | The number of people during the selected date range who viewed at least one of your promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid video views (3s)* | The number of video views during the selected date range across all posts. Videos must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. |
Key Metrics, Channel Comparison, Time Series |
Photo clicks* | The number of clicks to enlarge an image during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Positive actions by type* |
The number of positive actions during the selected date range across all posts. This does not include Stories. Types of positive actions include: answers, claims, comments, likes, links, RSVPs, and other. Likes include care reactions but not any other reaction type (love, haha, wow, etc.) |
Breakdown |
Profile CTA clicks* | The number of clicks your channel's contact info or call-to-action buttons during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Reach | The number of people during the selected date range who viewed at least one of your posts. Discrepancies: Meta delivers its channel-level reach data once a day, and Measure simply adds these daily values together to calculate total reach for the selected date range. However, user data is anonymized before it's sent to us, which means that any unique user who views your posts on multiple days will be counted multiple times, skewing Measure's numbers higher than Meta's. For this same reason, adding together paid reach and organic reach within Measure may not equal total reach, either. Please note that total reach is still distinct from impressions, which would also include multiple views from the same person on the same day. However, if you'd like to avoid the influence of repeat visitors entirely, please use average reach instead. |
Key Metrics, Channel Comparison, Time Series |
Reach by age & gender* | The number of people during the selected date range who viewed at least one of your posts, broken down by age and gender. | Demographics |
Reach by country* | The number of people during the selected date range who viewed at least one of your posts, broken down by country of origin. Only the top 45 countries are included. | Geographics |
Reach by type* |
The number of people during the selected date range who viewed at least one of your posts, broken down by type. Types of reach include paid reach, non-viral reach, and viral reach. |
Breakdown |
Reactions by type* | The number of new reactions during the selected date range across all posts, broken down by reaction type. Types of reactions include like, care love, haha, wow, sad, and angry. Care reactions are counted as likes. |
Breakdown |
Reactions* | The number of new reactions during the selected date range across all posts. Types of reactions include: like, care, love, haha, wow, sad, and angry. |
Key Metrics, Channel Comparison, Time Series |
Repeated video views* |
The number of video replays during the selected date range across all posts. Replays must play for 3 seconds. This metric includes replays from clicks but not auto-replays. |
Key Metrics, Channel Comparison, Time Series |
Reported DM conversations* | The lifetime number people who reported your channel for sending direct messages that contain spam or inappropriate posts. (This does not block your channel from sending further messages.) | Key Metrics, Channel Comparison, Time Series |
Shares* | The number new shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Storytellers by age & gender* | The number of people who took action on your Page during the selected date range, broken down by age and gender. | Demographics |
Storytellers by country* | The number of people who took action on your Page during the selected date range, broken down by country of origin. Only the top 45 countries are included. Actions include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. |
Geographics |
Unpaid fan increase* | The number of people during the selected date range who liked your channel as a result of seeing at least one of its non-promoted posts. | Key Metrics, Channel Comparison, Time Series |
Video plays* |
The number of clicks to play a video during the selected date range across all posts. The video must play for at least 3 seconds. This metric includes Reels. To include replays/auto-replays, please use video views. |
Key Metrics, Channel Comparison, Time Series |
Video view time* | The combined total or average duration, in minutes, of all video views (3s) during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Video viewers* | The number of people during the selected date range who viewed at least one of your videos. Videos must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. |
Key Metrics, Channel Comparison, Time Series |
Video views (10s)* | The number of video views during the selected date range across all posts. Videos must play for at least 10 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. |
Key Metrics, Channel Comparison, Time Series |
Video views (30s)* | The number of video views during the selected date range across all posts. Videos must play for at least 30 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. |
Key Metrics, Channel Comparison, Time Series |
Video views by type* |
The number of video views during the selected date range across all posts to the channel, broken down by view type. Videos must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. Types of video views include: Paid video views (3s) and Organic video views (3s). Organic video views include both viral and non-viral distribution. |
Breakdown |
Video views* |
The number of video views during the selected date range across all posts. Videos must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. Formula: Paid video views (3s) + Organic video views (3s) |
Key Metrics, Channel Comparison, Time Series |
Viral amplification* |
The ratio of viral impressions to non-viral impressions and paid impressions during the selected date range across all posts. A higher number means higher viral distribution. Formula: Viral impressions / (Non-viral impressions + Paid impressions) |
Key Metrics, Channel Comparison, Time Series |
Viral impressions* | The number of views from viral distribution during the selected date range across all non-promoted posts . Examples of viral distribution include: shares from friends, shares from friends of friends, etc. |
Key Metrics, Channel Comparison, Time Series |
Viral reach* | The number of people during the selected date range who viewed at least one of your non-promoted posts as a result of viral distribution. Examples of viral distribution include: shares from friends, shares from friends of friends, etc. |
Key Metrics, Channel Comparison, Time Series |
Facebook Content Metrics
Network rules
How much historical data is available for Facebook content metrics?
When you connect a Facebook channel for the first time, Measure backfills all posts and their content data from the past 15 days.
How often is Facebook content data refreshed?
A Facebook post’s content metrics are refreshed with new data 15 minutes after publication and 150 minutes after each new engagement. Data refreshes continue on a regular basis for 28 days after an engagement, and posts are monitored for new engagements indefinitely. Lifetime data collection is complete at 28 days after the post’s most recent engagement.
Do Facebook content metrics include paid data?
Unless otherwise specified as paid, organic, viral, or non-viral, Facebook content metrics are delivered as a combined total of paid and organic data that cannot be broken down. Whether or not a paid metric includes data from Instagram and other Meta Platforms ad placements depends on which API the metric was sourced from — either Meta’s Page Insights API, or its Marketing API:
Page Insights metrics
- DO NOT include data from other network placements (with the exception of Facebook video posts, whose paid data always includes all placements)
- DO NOT generate network placement icons on a post’s Promotion banner
- DO NOT require a connected ad account in Advertise
Marketing metrics
- DO include data from other network placements, including a by-network breakdown
- DO generate network icons in a post’s Promotion banner
- DO require a connected ad account in Advertise
Note:
Marketing metrics have been flagged with (Ads) in the table below. In Measure itself, they are only flagged with (Ads) when they share a name with a Page Insights metric (so you can distinguish between the two).
Metrics Rules
* = Metrics available in Measure but not the Meta Business Suite
Metric | Definition | Supported Post Types |
---|---|---|
Add payment info (Ads) |
The lifetime number of add payment info events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Add payment info value (Ads) | The lifetime value of all add payment info events on a promoted post. | Text, Image, Video, Link |
Add to cart (Ads) |
The lifetime number of add to cart events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Add to cart value (Ads) | The lifetime value of all add to cart events on a promoted post. | Text, Image, Video, Link |
Add to wishlist (Ads) |
The lifetime number of add to wishlist events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Add to wishlist value (Ads) |
The lifetime value of all add to wishlist actions on a promoted post. |
Text, Image, Video, Link |
Anger (shares)* | The lifetime number of anger reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Avg. watch time (min)* | The lifetime average duration, in minutes, of all video views on the post. | Video, Reel |
Checkout initiated (Ads) |
The lifetime number of initiate checkout events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Checkout initiated value (Ads) |
The lifetime value of all intiate checkout events on a promoted post. |
Text, Image, Video, Link |
Clicks* | The lifetime number of clicks on the post. All clicks are counted except for clicks to comment, like, or share the post. | Text, Image, Video, Link |
Comments |
The lifetime number of comments on the post. This metric does not include replies to comments or comments on shares. |
Text, Image, Video, Reel, Link |
Comments (shares)* | The lifetime number of comments on the post and its shares. | Text, Image, Video, Reel, Link |
Cost per add payment (Ads) | The lifetime average cost per add payment event from a promoted post. | Text, Image, Video, Link |
Cost per add to cart (Ads) |
The lifetime average cost per add cart events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Cost per add to wishlist (Ads) |
The lifetime average cost per add wishlist event from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Cost per checkout (Ads) |
The lifetime average cost per website checkout initiated from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Cost per comment (Ads) | The lifetime average cost per comment on a promoted post. | Text, Image, Video, Link |
Cost per content view (Ads) |
The lifetime average cost per view content events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Cost per engagement (Ads) |
The lifetime average cost per engagement on a promoted post. For this metric, engagement types include: reactions, comments, shares, photo views, video plays, link clicks, answers to questions, and RSVPs. |
Text, Image, Video, Link |
Cost per Facebook lead (Ads) | The lifetime average cost per form response from a Facebook lead on a promoted post. | Text, Image, Video, Link |
Cost per fan (Ads) | The lifetime average cost per fan gained on a promoted post. | Text, Image, Video, Link |
Cost per inline action (Ads) | The lifetime average cost per inline interaction on a promoted post. For this metric, interaction types include: likes, shares, comments, and clicks on links within your post. | Text, Image, Video, Link |
Cost per interaction (Ads) | The lifetime average cost per interaction (reaction, comment, share, or any click on active element) on a promoted post. | Text, Image, Video, Link |
Cost per landing page view (Ads) | The lifetime average cost per landing page view from a promoted post. | Text, Image, Video, Link |
Cost per lead (Ads) | The lifetime average cost per lead from a promoted post. | Text, Image, Video, Link |
Cost per link click (Ads) | The lifetime average cost per click on a link on a promoted post. | Link |
Cost per messaging conversation (Ads) | The lifetime average cost per new direct message conversation (Facebook messenger, IG Direct) from a promoted post. | Text, Image, Video, Link |
Cost per messaging reply (Ads) | The lifetime average cost per direct message reply (Facebook messenger, IG Direct) from a promoted post. This includes replies to both new and existing conversations. | Text, Image, Video, Link |
Cost per mobile app install (Ads) | The lifetime average cost per mobile app install from a promoted post. | Text, Image, Video, Link |
Cost per on-Facebook purchase (Ads) | The lifetime average cost per purchase on Facebook Facebook from a promoted post. | Text, Image, Video, Link |
Cost per outbound click (Ads) | The lifetime average cost per click to open a non-Facebook link on a promoted post. | Link |
Cost per page interaction (Ads) | The lifetime average cost per any interaction (reaction, comment, share, or any click on active element) on the channel or other content as a result of a promoted post. | Text, Image, Video, Link |
Cost per photo view (Ads) | The lifetime average cost per click to enlarge an image on a promoted post. | Image |
Cost per purchase (Ads) |
The lifetime average cost per website purchase from a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Cost per reaction (Ads) | The lifetime average cost per reaction on a promoted post. | Text, Image, Video, Link |
Cost per registration completed (Ads) | The lifetime average cost per registration completed event from a promoted post. | Text, Image, Video, Link |
Cost per search (Ads) |
The lifetime average cost per website search from a promoted post. This metric is tracked by the Facebook pixel on your webiste. |
Text, Image, Video, Link |
Cost per share (Ads) | The lifetime average cost per share on a promoted post. | Text, Image, Video, Link |
Cost per store visit (Ads) | The lifetime average cost per visit to your physical business location from a promoted post. | Text, Image, Video, Link |
Cost per unique landing page view (Ads) | The lifetime average cost per a unique user's landing page view from a promoted post. | Text, Image, Video, Link |
Cost per video view (15s) (Ads) | The lifetime average cost per video view (15s) on a promoted post. | Video |
Cost per video view (Ads) | The lifetime average cost per video view (3s) on a promoted post. | Video |
CPC (Ads) | The lifetime average cost per click on a promoted post. | Text, Image, Video, Link |
CPM (Ads) | The lifetime average cost for 1,000 impressions (Cost Per Mille) for a promoted post. | Text, Image, Video, Link |
CTR (clickthrough 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 |
Engaged fans* |
The lifetime number of fans who liked, commented, shared, or clicked the post. This metric does not include non-fans. |
Text, Image, Video, Reel, Link |
Engaged users* | The lifetime number of people who liked, commented, shared, or clicked the post. This metric includes non-fans. |
Text, Image, Video, Link |
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 |
Text, Image, Video, Link |
Engagement and link rate* |
The ratio of the post's lifetime engagements and link clicks to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares + Link Clicks) / Reach) x 100 |
Text, Image, Video, Reel, Link |
Engagement rate* |
The ratio of the post's lifetime enagements to its lifetime impressions, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Impressions) x 100 |
Text, Image, Video, Link |
Engagement rate (reach)* |
The ratio of the post's lifetime enagements to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Reach) x 100 |
Text, Image, Video, Reel, Link |
Engagements |
The lifetime number of reactions, comments, and shares on the post. To include clicks, please use interactions instead. |
Text, Image, Video, Reel, Link |
Facebook leads (Ads) | The lifetime number of form responses submitted after people clicked on a Facebook lead on a promoted post. | Text, Image, Video, Link |
Fan impressions* | The lifetime number of views from fans on the post. | Text, Image, Video, Reel, Link |
Fan reach* | The lifetime number of fans who viewed the post. | Text, Image, Video, Reel, Link |
Frequency* |
The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach |
Text, Image, Video, Link |
Haha (shares)* | The lifetime number of haha reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Hide post* | The lifetime number of clicks from users to hide the post. | Text, Image, Video, Reel, Link |
Impressions* | The lifetime number of views on the post. | Text, Image, Video, Link |
Interaction rate* |
The ratio of the post's lifetime interactions to its lifetime impressions, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Impressions) x 100 |
Text, Image, Video, Link |
Interaction rate (reach)* |
The ratio of the post's lifetime interactions to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Reach) x 100 |
Text, Image, Video, Link |
Interactions* | The lifetime number of reactions, comments, shares, and clicks on the post. | Text, Image, Video, Link |
Landing page views (Ads) | The lifetime number of clicks on a destination webpage on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Landing page views value (Ads) | The lifetime value of all landing page views on a promoted post. | Text, Image, Video, Link |
Leads (Ads) |
The lifetime number of lead events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Leads value (Ads) | The lifetime value of all lead events on a promoted post. | Text, Image, Video, Link |
Likes |
The lifetime number of like reactions on the post. Care reactions are also accumulated here. This metric does not include reactions to shares. |
Text, Image, Video, Reel, Link |
Likes (shares)* | The lifetime number of like reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Link clicks | The lifetime number of clicks on the post to open a link. | Reel, Link |
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 |
Link |
Love (shares)* | The lifetime number of love reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Mobile app installs (Ads) | The lifetime number of mobile app installs attributed to a promoted post. | Text, Image, Video, Link |
Negative feedback* | The lifetime number of negative actions attributed to the post. Examples of negative actions include: hiding or reporting the post, unfollowing or unliking your channel, etc. |
Text, Image, Video, Reel, Link |
Negative users* | The lifetime number of people who performed a negative action on the post. Examples of negative actions include: hiding or reporting the post, unfollowing or unliking your channel, etc. |
Text, Image, Video, Link |
Non-viral impressions* | The lifetime number of views on non-promoted post from non-viral distribution. Non-viral distribution goes directly from your channel to its fans. |
Text, Image, Video, Reel, Link |
Non-viral reach* | The lifetime number of people who viewed a non-promoted post through non-viral distribution. Non-viral distribution goes directly from your channel to its fans. |
Text, Image, Video, Reel, Link |
On-Facebook purchases (Ads) | The lifetime number of Facebook purchases on a promoted post. | Text, Image, Video, Link |
On-Facebook purchases value (Ads) | The lifetime value of all Facebook purchases on a promoted post. | Text, Image, Video, Link |
Organic impressions* | The lifetime number of views on a non-promoted post. | Text, Image, Video, Reel, Link |
Organic reach* | The lifetime number of people who viewed a non-promoted post. | Text, Image, Video, Reel, Link |
Organic video viewers* | The lifetime number of video viewers on a non-promoted post. | Video, Reel |
Organic video viewers* (complete) | The lifetime number of video viewers on non-promoted content who completed the video. | Video, Reel |
Organic video views* | The lifetime number of video views on a non-promoted post. | Video, Reel |
Organic video views (10s)* | The lifetime number of video views on a non-promoted post with a duration of at least 10 seconds. | Video, Reel |
Organic video views (30s)* | The lifetime number of video views on non-promoted post with a duration of at least 30 seconds. | Video, Reel |
Organic video views (complete)* | The lifetime number of completed video views on a non-promoted post. | Video, Reel |
Organic watch time (min)* | The lifetime total duration, in minutes, of all video views on a non-promoted post. | Video, Reel |
Other clicks* | The lifetime number of clicks on the post that are not clicks to comment, like, share, leave negative feedback, or open a link/video/photo. Examples include: clicks on hashtags, clicks to view the channel's profile, clicks to like the channel, and clicks to install the Facebook app. |
Text, Image, Video, Reel, Link |
Own watch time (min)* | The lifetime duration, in minutes, of all video views from fans on the post. | Video, Reel |
Paid average video view time (Ads) | The lifetime average duration, in minutes, of all video views on a promoted post. | Video |
Paid blocked messaging conversations (Ads) |
The lifetime number of people who blocked messages from your business on messaging apps because of a promoted post. This includes messages from Facebook Messenger and Instagram Direct, but not Whatsapp. |
Text, Image, Video, Link |
Paid clicks | The lifetime number of clicks on a promoted post. All clicks are counted except for clicks to comment, like, or share. |
Text, Image, Video, Link |
Paid comments |
The lifetime number of comments on a promoted post. This metric does not include replies to comments or comments on shares. |
Text, Image, Video, Link |
Paid content view value (Ads) | The lifetime value of all view content events on a promoted post. | Text, Image, Video, Link |
Paid content views (Ads) |
The lifetime number of view content events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Paid CTR (clickthrough rate)(Ads) |
The ratio of a promoted post's lifetime clicks to its lifetime impressions, represented as a percentage. Formula: (Paid clicks / Paid impressions (Ads)) x 100 |
Text, Image, Video, Link |
Paid engagements (Ads) |
The lifetime number of reactions, comments, and shares on a promoted post. To include clicks, please use paid interactions instead. |
Text, Image, Video, Link |
Paid frequency (Ads) |
The ratio of a promoted post's lifetime impressions to its lifetime reach, represented as an average. Formula: Paid impressions (Ads) / Paid reach (Ads) |
Text, Image, Video, Link |
Paid impressions* |
The lifetime number of views on a promoted post. This metric is available with or without a connected ad account in Advertise. |
Text, Image, Video, Reel, Link |
Paid impressions (Ads) |
The lifetime number of views on a promoted post. This metric is only available for ads that belong to a connected ad account in Advertise. |
Text, Image, Video, Link |
Paid inline interactions (Ads) | The lifetime number of inline actions that people take involving promoted content. | Text, Image, Video, Link |
Paid interactions (Ads) | The lifetime number of reactions, comments, shares, and clicks on a promoted post. | Text, Image, Video, Link |
Paid link clicks (Ads) |
The lifetime number of clicks on a promoted post to open a link. |
Link |
Paid messaging replies (Ads) |
The lifetime number of message replies sent to your channel from promoted content. This includes messages from Facebook Messenger and Instagram Direct, but not Whatsapp. |
Text, Image, Video, Link |
Paid new messaging conversations | The lifetime number of new direct message conversations started with your channel because of a promoted post. This includes messages from Facebook Messenger and Instagram Direct, but not Whatsapp. |
Text, Image, Video, Link |
Paid outbound clicks | The lifetime number of clicks on a promoted post to open a non-Facebook link. | Link |
Paid outbound CTR (Ads) |
The ratio of promoted post's lifetime outbound clicks to its lifetime impressions, represented as a percentage. Formula: (Paid outbound clicks / Paid impressions (Ads)) x 100 |
Text, Image, Video, Link |
Paid page fans (Ads) |
The lifetime number of fans gained from a promoted post. |
Text, Image, Video, Link |
Paid page interactions (Ads) | The lifetime number of interactions on your channel that can be attributed to promoted content. | Text, Image, Video, Link |
Paid photo view (Ads) | The lifetime number of clicks on a promoted post to enlarge an image. | Image |
Paid reach* | The lifetime number of people who viewed a promoted post. This metric is available with or without a connected ad account in Advertise. |
Text, Image, Video, Reel, Link |
Paid reach (Ads) |
The lifetime number of people who viewed a promoted post. This metric is only available for ads that belong to a connected ad account in Advertise. |
Text, Image, Video, Link |
Paid reactions (Ads) |
The lifetime number of reactions on a promoted post. This metric does not include reactions to shares. |
Text, Image, Video, Link |
Paid search (Ads) |
The lifetime number of search events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Paid search value (Ads) | The lifetime value of all search events on a promoted post. | Text, Image, Video, Link |
Paid shares | The lifetime number of shares on a promoted post. | Text, Image, Video, Link |
Paid video viewers* | The lifetime number of video viewers on a promoted post. | Video, Reel |
Paid video viewers (complete) (Ads) | The lifetime number of video viewers on a promoted post who completed the video. | Video, Reel |
Paid video views* |
The lifetime number of video views on a promoted post. This metric is available with or without a connected ad account in Advertise. |
Video, Reel |
Paid video views (100%) (Ads) | The lifetime number of video views on a promoted post that lasted for its entire duration, including plays that skipped to this point. | Video |
Paid video views (10s) (Ads) | The ifetime number of video views on a promoted post with a duration of at least 10 seconds. | Video, Reel |
Paid video views (15s) (Ads) | The lifetime number of video views on a promoted post with a duration of at least 15 seconds. | Video |
Paid video views (25%) (Ads) | The lifetime number of video views on a promoted post that lasted for at least 25% of its total duration, including plays that skipped to this point. | Video |
Paid video views (30s) |
The lifetime number of video views on a promoted post with a duration of at least 30 seconds. This metric is available with or without a connected ad account in Advertise. |
Video, Reel |
Paid video views (30s)(Ads) |
The lifetime number of video views on a promoted post with a duration of at least 30 seconds. This metric is only available for ads from a connected ad account in Advertise. |
Video |
Paid video views (50%) (Ads) | The lifetime number of video views on a promoted post that lasted for at least 50% of its total duration, including plays that skipped to this point. | Video |
Paid video views (75%) (Ads) | The lifetime number of video views on a promoted post that lasted for at least 75% of its total duration, including plays that skipped to this point. | Video |
Paid video views (95%) (Ads) | The lifetime number of video views on a promoted post that lasted for at least 95% of its total duration, including plays that skipped to this point. | Video |
Paid video views (Ads) |
The lifetime number of video views on a promoted post. This metric is only available for ads that belong to a connected ad account in Advertise. |
Video |
Paid video views (complete) (Ads) | The lifetime number of completed video views on a promoted post. | Video, Reel |
Paid watch time (min) (Ads) | The lifetime total duration, in minutes, of all video views on a promoted post. | Video, Reel |
Photo view* | The lifetime number of clicks on the post to enlarge an image. | Image |
Photo view rate* |
The ratio of the post's lifetime photo views to its lifetime impressions, represented as an image. Formula: (Photo Views / Impressions) x 100 |
Image |
Purchase (Ads) |
The lifetime number of purchase events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Purchase ROI (Ads) | The lifetime purchase return-of-investment on a promoted post. | Text, Image, Video, Link |
Purchase value (Ads) | The lifetime value of all purchase events on a promoted post. | Text, Image, Video, Link |
Reach |
The lifetime number of people who viewed the post. Discrepancies: Meta delivers its content-level reach data separately for each post, and Measure simply adds these values together to calculate the total reach for all content from the selected date range. |
Text, Image, Video, Link |
Reactions |
The lifetime number of reactions on the post. This metric does not include reactions to shares. |
Text, Image, Video, Reel, Link |
Reactions (shares)* | The lifetime number of reactions (all types) to the post and its shares. | Text, Image, Video, Reel, Link |
Registration completed (Ads) |
The lifetime number of registration completed events on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Registration completed value (Ads) | The lifetime value of all registration completed events on a promoted post. | Text, Image, Video, Link |
Report as spam* | The lifetime number of clicks from users to report the post as spam. | Text, Image, Video, Reel, Link |
Shared watch time (min)* | The lifetime duration, in minutes, of all video views from shares on the post. | Video, Reel |
Shares | The lifetime number of shares on the post. | Text, Image, Video, Reel, Link |
Shares (shares)* | The lifetime number of shares of the post and shares of its shares. | Text, Image, Video, Reel, Link |
Sorry (shares)* | The lifetime number of sorry reactions to the post and its shares. | Text, Image, Video, Reel, Link |
Spam rate* |
The ratio of the post's lifetime negative feedback to its lifetime clicks, represented as a percentage. Formula: (Negative Feedback / Clicks) x 100 |
Text, Image, Video, Link |
Store visits (Ads) | The lifetime number of visits to your physical business location attributed to a promoted post. | Text, Image, Video, Link |
Total conversion value (Ads) | The lifetime value of all conversions on a promoted post. | Text, Image, Video, Link |
Unique landing page views (Ads) | The lifetime number of people who click a destination webpage on a promoted post. This metric is tracked by the Facebook pixel on your website. |
Text, Image, Video, Link |
Unlike page* | The lifetime number of people who unfollowed the channel because of the post. | Text, Image, Video, Reel, Link |
Video autoplays* | The lifetime number of video views from autoplays on the post. This metric includes auto-replays. | Video, Reel |
Video autoplays (10s)* | The lifetime number of video views from autoplays on the post with a duration of at least 10 seconds. | Video, Reel |
Video autoplays (30s)* | The lifetime number of video views from autoplays on the post with a duration of at least 30 seconds. | Video, Reel |
Video click to play (10s)* | The lifetime number videos views from clicks on the post with a duration of at least 10 seconds. | Video, Reel |
Video click to play (30s)* | The lifetime number videos views from clicks on the post with a duration of at least 30 seconds. | Video, Reel |
Video click to play (3s)* |
The lifetime number of video views from clicks on the post. |
Video, Reel |
Video completion rate* |
The ratio of average watch time to video length on the post, represented as a percentage. Formula: (Avg. watch time / Video length) x 100 |
Video, Reel |
Video frequency* |
The ratio of the post's lifetime video views (3s) to its lifetime video viewers, represented as an average. Formula: Video views (3s) / Video viewers |
Video |
Video length* | The duration, in minutes and seconds, of the post. | Video, Reel |
Video play* |
The lifetime number of clicks on the post to play a video. This metric does not include autoplays or auto-replays. |
Video |
Video retention rate (10s)* |
The ratio of the post's lifetime video views (10s) to its lifetime video views (3s), represented as a percentage. Formula: (Video views (10s) / (Video views (3s)) x 100 |
Video |
Video view rate* |
The ratio of video views to impressions on the post. Formula: (Video views (3s)) / Impressions) x 100 |
Video, Reel |
Video viewers* | The lifetime number of people who viewed a video post. The video must play for at least 3 seconds. | Video, Reel |
Video viewers (10s)* | The lifetime number of video viewers on the post who watched for least 10 seconds. | Video, Reel |
Video viewers (30s)* | The lifetime number of video viewers on the post who watched for least 30 seconds. | Video, Reel |
Video views* |
The lifetime number of video views on the post. The video must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks, and video views from replays. However, it does not include video views from auto-replays. Formula: Paid video views (3s) + Organic video views (3s) |
Video |
Video views (10s)* | The lifetime number of video views on the post with a duration of at least 10 seconds. | Video, Reel |
Video views with sound on* | The lifetime number of video views on the post with sound. | Video, Reel |
Video views with sound on (10s)* | The lifetime number of video views on the post with a duration of at least 10 seconds of sound. | Video, Reel |
Viral amplification* |
The ratio of a non-promoted post's lifetime viral impressions to its lifetime non-viral impressions. A higher ratio means more a viral distribution of the post. |
Text, Image, Video, Reel, Link |
Viral impressions* |
The lifetime number of views on a non-promoted post from viral distribution. Examples of viral distribution include shares from friends, shares from friends of friends, etc. |
Text, Image, Video, Reel, Link |
Viral reach* | The lifetime number of people who viewed a non-promoted post through viral distribution. Examples of viral distribution include shares from friends, shares from friends of friends, etc. |
Text, Image, Video, Reel, Link |
Watch time (min)* | The lifetime total duration, in minutes, of all video views on the post. | Video, Reel |
Weighted eng. 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 |
Wow (shares)* | The lifetime numbers of wow reactions on the post and its shares. | Text, Image, Video, Reel, Link |
Instagram Channel Metrics
Network rules
How much historical data is available for Instagram channel metrics?
- Fans
- Net new fans
- Fans by country
- Fans by age and gender
- Fans online by hour (available only for the past 30 days)
How often is Instagram channel data refreshed?
Instagram channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Note:
In Meta’s Insights, channel data is not inclusive of the selected end date. For example, if you set your date range to January 1 - January 6, it will show you the data from December 31 - January 5.
Measure shifts the data back 24 hours to account for this: if you set your date range to January 1 - January 6, then you’ll see the data from January 1 - January 6. However, it will correspond to Insights’ data for January 2 - January 7, so please keep this in mind when comparing the two.
Do Instagram channel metrics include paid data?
Unless otherwise specified as a paid metric, Instagram channel metrics are delivered as a combined total of paid and organic data that cannot be broken down.
Metrics Rules
* = Metrics available in Measure but not the Meta Business Suite
Metrics | Definitions and Discrepancies | Supported Widgets |
---|---|---|
Carousel likes* | The number of likes during the selected date range across all carousel posts. | Key Metrics, Channel Comparison, Time Series |
Carousel reach* | The number of people during the selected date range who viewed at least one of your channel’s carousel posts. | Key Metrics, Channel Comparison, Time Series |
Carousel shares* | The number of shares during the selected date range across all carousel posts. | Key Metrics, Channel Comparison, Time Series |
Channel profile views | The number of times your channel's profile was viewed during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Comments* | The number of comments during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Comments by media type* |
The number of comments during the selected date range across all posts, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
Direct messages* |
The number of messages sent to your channel during the selected date range, both from new and existing conversations. This metric does not include Story mentions or Story replies. |
Key Metrics, Channel Comparison, Time Series |
Engaged users* | The number of people who engaged with your channel during the selected date range. Unlike engagements, this metric includes clicks. | Key Metrics, Channel Comparison, Time Series |
Engaged users rate* |
The number people who engaged with your channel during the selected date range, represented as a percentage. Unlike engagements, this metric includes clicks. Formula: (Engaged users / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series |
Engagement rate* |
The ratio of impressions to engagements during the selected date range across all posts, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Impressions) x 100 Note: For now, the Instagram API does not offer impressions as an independent metric. |
Key Metrics, Channel Comparison, Time Series |
Engagement rate (reach)* |
The ratio of reach to engagements during the selected date range across all posts, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series |
Engagement rate (reach) by media type* |
The ratio of reach to engagements during the selected date range across all posts, represented as a percentage and broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Breakdown |
Engagements* | The number of reactions, comments, shares, and saves during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Engagements by media type* |
The number of reactions, comments, shares, and saves during the selected date range across all posts, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
Fan decrease* | The number of people during the selected date range who unfollowed your channel. | Key Metrics, Channel Comparison, Time Series |
Fan increase | The number of people during the selected date range who followed your channel. | Key Metrics, Channel Comparison, Time Series |
Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series |
Fans by age & gender | The number of people who followed your channel as of the selected end date, broken down by age and gender (male, female, unknown). | Demographics |
Fans by country* |
The number of people who followed your channel as of the selected end date, broken down by country of origin. Only the top 45 countries are included. |
Geographics |
Fans online by hour* | The times of day that your channel's fans are most active on Instagram, broken down by hour (PST/PDT). | Breakdown |
Follower reach* | The number of followers during the selected date range who viewed your posts. | Key Metrics, Channel Comparison, Time Series |
Frequency* |
The ratio of impressions to reach during the selected date range across all posts to the channel, represented as an average. Formula: Impressions / Reach |
Key Metrics, Channel Comparison, Time Series |
Impressions | The number of views during the selected date range across all posts. Views on Reels and Stories are included. | Key Metrics, Channel Comparison, Time Series |
Incoming private messages* |
The number of messages sent to your channel during the selected date range, both from new and existing conversations. This metric includes Story replies and Story mentions. Formula: Story replies + Story mentions + Direct messages |
Key Metrics, Channel Comparison, Time Series |
Likes/Reactions* | The number of likes during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Likes by media type* |
The number of likes during the selected date range across all posts, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
Net new fans |
The difference between the number of people who followed your channel and the number of people who unfollowed your channel during the selected date range. This metric will be a negative number if you lost more fans than you gained. |
Key Metrics, Channel Comparison, Time Series |
Non-follower reach* | The number of non-followers during the selected date range who viewed your posts. | Key Metrics, Channel Comparison, Time Series |
Paid engagement rate (reach)* |
The ratio of reach to engagements during the selected date range across all promoted posts, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series |
Paid engagements* | The number of reactions, comments, shares, and saves during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid likes* | The number of likes during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid comments* | The number of comments during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid reach* | The number.of people during the selected date range who viewed at least one of your channel’s promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid saves* | The number of saves during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Paid shares* | The number of shares during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series |
Photo/video comments* |
The number of comments during the selected date range across all photo and video posts. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel comments instead. |
Key Metrics, Channel Comparison, Time Series |
Photo/video engagement rate (reach)* |
The ratio of reach to engagements during the selected date range across all photo and video posts, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel engagement rate (reach) instead. |
Key Metrics, Channel Comparison, Time Series |
Photo/video engagements* |
The number of reactions, comments, shares, and saves during the selected date range across all photo and video posts. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel engagements instead. |
Key Metrics, Channel Comparison, Time Series |
Photo/video likes* |
The number of likes during the selected date range across all photo and video posts. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel likes instead. |
Key Metrics, Channel Comparison, Time Series |
Photo/video reach* |
The number of people during the selected date range who viewed at least one of your channel’s photo or video posts. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel shares instead. |
Key Metrics, Channel Comparison, Time Series |
Photo/video saves* |
The number of shares during the selected date range across all photo and video posts. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel saves instead. |
Key Metrics, Channel Comparison, Time Series |
Photo/video shares* |
The number of shares during the selected date range across all photo and video posts. Note: Video posts do not include Reels. Video posts must be longer than 90 seconds. For videos shorter than 90 seconds, please use Reel shares instead. |
Key Metrics, Channel Comparison, Time Series |
Profile CTA clicks* |
The number of clicks during the selected date range on your channel's contact info and call-to-action buttons. Formula: Profile directions taps + Profile phone taps + Profile message taps + Profile website taps |
Key Metrics, Channel Comparison, Time Series |
Profile CTA clicks by type* |
The number of clicks during the selected date range on your channel's contact info and call-to-action buttons, broken down by type. Types of CTA clicks include: Website, Business address, Call, Email, or Text |
Key Metrics, Channel Comparison, Time Series |
Profile direction taps* | The number of taps during the selected date range on your channel's directions link. | Key Metrics, Channel Comparison, Time Series |
Profile message taps* | The number of taps during the selected date range on your channel's text message link. | Key Metrics, Channel Comparison, Time Series |
Profile phone taps* | The number of taps during the selected date range on your channel's call link. | Key Metrics, Channel Comparison, Time Series |
Profile website taps* | The number of taps during the selected date range on your channel's website link. | Key Metrics, Channel Comparison, Time Series |
Reach |
The number of people during the selected date range who viewed at least one of your channel's posts. Views on Reels and Stories are included. Discrepancies: Meta delivers its channel-level reach data once a day, and Measure simply adds these daily values together to calculate total reach for the selected date range. However, user data is anonymized before it's sent to us, which means that any unique user who views your posts on multiple days will be counted multiple times, skewing Measure's numbers higher than Meta's. For this same reason, adding together paid reach and organic reach within Measure may not equal total reach, either. Please note that total reach is still distinct from impressions, which would also include multiple views from the same person on the same day. However, if you'd like to avoid the influence of repeat visitors entirely, please use average reach instead. |
Key Metrics, Channel Comparison, Time Series |
Reach by follow type* | The number of people during the selected date range who viewed your posts, broken down by followers and non-followers. | Breakdown |
Reach by media type* |
The number of people during the selected date range who viewed at least one of your channel’s posts, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
Reel comments* | The number of comments during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series |
Reel engagement rate (reach)* |
The ratio of reach to engagements during the selected date range across all Reels, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series |
Reel engagements* | The number of reactions, comments, shares, and saves during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series |
Reel likes* | The number of likes during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series |
Reel reach* | The number of people during the selected date range who viewed at least one of your channel’s Reels. | Key Metrics, Channel Comparison, Time Series |
Reel saves* | The number of saves during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series |
Reel shares* | The number of shares during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series |
Saves* | The number of saves during the selected date range across all promoted posts, photo/video posts, and Reels. | Key Metrics, Channel Comparison, Time Series |
Saves by media type* |
The number of saves during the selected date range across all promoted posts, photo/video posts, and Reels, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
Shares* | The number of shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Shares by media type* |
The number of shares during the selected date range across all posts, broken down by media type. Types of media include: Ads, Reels, Stories, Posts, Carousels, and Profile pictures. |
Breakdown |
Stories* |
The number of Stories published by your channel during the selected date range. This metric does not include Stories that are re-shares of content by other Instagram accounts. |
Key Metrics, Channel Comparison, Time Series |
Story comments* | The number of comments during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series |
Story engagement rate (reach)* |
The ratio of reach to engagements during the selected date range across all Stories, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Key Metrics, Channel Comparison, Time Series |
Story engagements* | The number of reactions, comments, shares, and saves during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series |
Story likes* | The number of likes during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series |
Story reach* | The number of people during the selected date range who viewed at least one of your channel’s Stories. | Key Metrics, Channel Comparison, Time Series |
Story shares* | The number of shares during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series |
Story mentions* | The number of times during the selected date range that your channel was tagged in Story mentions. | Key Metrics, Channel Comparison, Time Series |
Story replies* |
The number of replies during the selected date range to at least one of your channel's Stories. This metric does not include replies to Stories that are re-shares of content by other Instagram accounts. |
Key Metrics, Channel Comparison, Time Series |
Instagram Content Metrics
Network Rules
How much historical data is available for Instagram content metrics?
When you connect an Instagram channel for the first time, Measure backfills all posts and their content metrics from the past 14 days, with the exception of Stories, which cannot be backfilled.
How often is Instagram content data refreshed?
After you publish an Instagram post, its content metrics will be refreshed with new data 15 minutes after publication and 60 minutes after each new engagement. Data refreshes continue on a regular basis for 180 days after an engagement, and posts are monitored for new engagements for 14 days after publication. Lifetime data collection is complete at 194 days after publication.
Story data is refreshed once, when the Story expires at 24 hours.
Do Instagram content metrics include paid data?
Instagram content metrics are always organic. However, for promoted posts, all data is paid, even though the metrics themselves are not paid metrics. This is a result of how Meta creates Instagram ads, which must be run through a Facebook channel. Only the Facebook channel will offer paid metrics.
Please also note that boosting an Instagram post always creates an identical Facebook dark post. For Reels, all paid data is delivered to the paid metrics on the corresponding Facebook dark post – with the exception of the paid data for likes and comments, which is delivered to the organic metrics on the Instagram dark post.
This can be a challenging topic. For more information, please see our dedicated guide: Viewing Promoted Instagram Posts in Measure.
Metrics Rules
* = Metrics available in Measure but not the Meta Business Suite
Metric | Definition | Supported Post Types |
---|---|---|
Comments | The lifetime number of comments on the post. This metric includes replies to comments. Note: Due to privacy restrictions, Story replies are not available for the regions of Europe and Japan. |
Image, Reel, Story |
Engagement rate (reach)* |
The ratio of the post's lifetime engagements to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares + Saves) / Reach) x 100 |
Image, Reel |
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 |
Image |
Engagements |
The lifetime number of reactions, comments, and saves on the post. Reels will also include shares. To include clicks, please use interactions. |
Image, Reel |
Exits rate* | The ratio of the lifetime number of people who viewed the Story to lifetime number of people who exited the Story, represented as a percentage. Formula: (Exits / Reach) x 100 |
Story |
Exits* | The lifetime number of exits from the Story. | Story |
Frequency* |
The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach |
Image, Story |
Impressions | The lifetime number of views on the post. | Image, Story |
Likes | The lifetime number of likes on the post. | Image, Reel |
Plays |
The lifetime number of times the Reel was played for at least 1ms. This metric does not include replays or auto-replays. |
Reel |
Reach | The lifetime number of people who have viewed the post. Discrepancies: Meta delivers its content-level reach data separately for each post, and Measure simply adds these values together to calculate the total reach for all content from the selected date range. However, user data is anonymized before it's sent to us, which means that any unique user who views multiple pieces of content will be counted multiple times, skewing Measure's numbers higher than Meta's. For the same reason, adding together paid reach and organic reach within Measure may not equal total reach, either. Please note that total reach is still distinct from impressions, which would also include multiple views from the same person on the same post. However, if you'd like to avoid the influence of repeat visitors entirely, please use average reach instead. |
Image, Story, Reel |
Reactions | The lifetime number of likes on the post. | Image, Reel |
Saves* | The lifetime number of saves on the post. | Image, Reel |
Shares | The lifetime number of shares on the post. | Reel |
Taps back* | The lifetime number of taps on the Story to see the previous Story. | Story |
Taps forward* | The lifetime number of taps on the Story to see the next Story. | Story |
Video view rate* | The percentage of the video views compared to the video's appearances in feeds. Formula: (Video views (3s) / Impressions) x 100. |
|
Video views |
The lifetime total number of times views on a video. Instagram categorizes a post as a video instead of a Reel when it exceeds 90 seconds. The video must play for at least 3 seconds to be counted as a view. Note: For Reels, please use the plays metric instead. |
;Video |
Weighted eng. 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 |
Image, Reel |
LinkedIn Channel Metrics
Network Rules
How much historical data is available for LinkedIn channel metrics?
When you connect a LinkedIn channel for the first time, Measure backfills all channel metrics from the past 365 days, with the exception of fans and net new fans, which cannot be backfilled.
How often is LinkedIn channel data refreshed?
LinkedIn channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Do LinkedIn channel metrics include paid data?
LinkedIn channel metrics are always organic, with the exception of the following KPIs, which are delivered as a combined total of paid and organic data that cannot be broken down:
- Fans
- Fans by function
- Fans by seniority
- Fans by association
Metrics Rules
* = Metrics available in Measure but not LinkedIn Analytics
Metric | Definition | Supported Widgets |
---|---|---|
Clicks* | The number of clicks during the selected date range on your channel or its posts. All clicks are counted except for clicks to comment, share, or react to a post. | Key Metrics, Channel Comparison, Time Series |
Comments | The number of new comments during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Engagement rate* |
The ratio of enagements to impressions during the selected date range across all posts to the channel, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Impressions) x 100 |
Key Metrics, Channel Comparison, Time Series |
Engagements* |
The number of new reactions, comments, and shares during the selected date range across all posts. To include clicks, please use interactions. |
Key Metrics, Channel Comparison, Time Series |
Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series, Geographics |
Fans by association* | The number of people who followed your channel as of the selected end date, broken down by employees and non-employees. | Breakdown |
Fans by country | The number of people who followed your channel as of the selected end date, broken down by country of origin. Warning: Due to an error on LinkedIn’s end, we are not able to show this data for June 21, 2022 - July 28th, 2022 |
Geographics |
Fans by function | The number of people who followed your channel as of the selected end date, broken down by function. Types of function include: business development, education, engineering, media and communication, operations, sales, and support. Warning: Due to an error on LinkedIn’s end, we are not able to show this data for June 21, 2022 - July 7th, 2022. |
Breakdown |
Fans by seniority | The number of people who followed your channel as of the selected end date, broken down by seniority. Types of seniority include: CXO, entry, owner, senior, and training. Warning: Due to an error on LinkedIn’s end, we are not able to show this data for June 21, 2022 - July 7th, 2022. |
Breakdown |
Frequency* |
The ratio of impressions to reach during the selected date range across all posts to the channel, represented as an average. Formula: Impressions / Reach |
Key Metrics, Channel Comparison, Time Series |
Impressions* | The number of views during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Interactions* | The number of new reactions, comments, shares, and clicks on your channel's content during the period. | Key Metrics, Channel Comparison, Time Series |
Net fans by paid/unpaid | The number of net new fans during the selected date range, broken down by organic net fans and paid net fans. | Breakdown, Time Series |
Net new fans |
The difference between the number of people who followed your channel and the number of people who unfollowed your channel during the selected date range. This metric will be a negative number if you lost more fans than you gained. |
Key Metrics, Channel Comparison, Time Series |
Organic fans by association* | The number of people who followed your channel from its non-promoted posts as of the selected end date, broken down by employees and non-employees. | Breakdown |
Organic fans by function* | The number of people who followed your channel from its non-promoted posts as of the selected end date, broken down by function. Types of function include: business development, education, engineering, media and communication, operations, sales, and support. |
Breakdown |
Organic fans by seniority* | The number of people who followed your channel from its non-promoted posts as of the selected end date, broken down by seniority. Types of seniority include: CXO, entry, owner, senior, and training. |
Breakdown |
Organic net fans | The difference between the number of people who followed your channel from its non-promoted posts and the number of people who unfollowed your channel from its non-promoted posts during the selected date range. This metric will be a negative number if you lost more organic fans than you gained. |
Key Metrics, Channel Comparison, Time Series |
Paid fans by association* | The number of people who followed your channel from its promoted posts as of the selected end date, broken down by employees and non-employees. | Breakdown |
Paid fans by function* | The number of people who followed your channel from its promoted posts as of the selected end date, broken down by function. Types of function include: business development, education, engineering, media and communication, operations, sales, and support. |
Breakdown |
Paid fans by seniority* | The number of people who followed your channel from its promoted posts as of the selected end date, broken down by seniority. Types of seniority include: CXO, entry, owner, senior, and training. |
Breakdown |
Paid net fans | The difference between the number of people who followed your channel from its promoted posts and the number of people who unfollowed your channel from its promoted posts during the selected date range. This metric will be a negative number if you lost more paid fans than you gained. |
Key Metrics, Channel Comparison, Time Series |
Reach* | The number of people during the selected date range who viewed at least one of your channel's posts. | Key Metrics, Channel Comparison, Time Series |
Reactions | The number of new reactions during the selected date range across all posts. LinkedIn reactions include: like, celebrate, love, insightful, and curious. |
Key Metrics, Channel Comparison, Time Series |
Shares | The number of new shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
LinkedIn Content Metrics
Network Rules
How much historical data is available for LinkedIn content metrics?
When you connect a LinkedIn channel for the first time, Measure backfills all posts and their content metrics from the past 30 days.
How often is LinkedIn content data refreshed?
After you publish a LinkedIn post, its content metrics will be refreshed with new data 15 minutes after publication and 15 minutes after each new engagement.
Posts are monitored for new engagements for 14 days after publication, at which point lifetime data collection is complete.
Do LinkedIn content metrics include paid data?
LinkedIn content metrics are always organic. Promoted posts will be indexed, but they will not have a promotion banner.
Metrics Rules
* = Metrics available in Measure but not LinkedIn Analytics
Metric | Definition | Supported Post Types |
---|---|---|
Clicks | The lifetime number of clicks on the post. All clicks are counted except for clicks to comment, share, or react to the post. | Text, Image, Video, Link, Poll, Document |
Comments |
The lifetime number of comments on the post. This metric does not include replies to comments. |
Text, Image, Video, Link, Poll, Document |
CTR (click-through rate) |
The ratio of lifetime clicks on the post to its lifetime impressions, represented as a percentage. Formula: (Clicks / Impressions) x 100 |
Text, Image, Video, Link, Poll, Document |
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: LinkedIn Analytics includes clicks and follows in engagements. To include clicks, please use our interaction rate metric instead. Follows is a paid metric and not yet supported in Measure. |
Text, Image, Video, Link, Poll, Document |
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 |
Text, Image, Video, Link, Poll, Document |
Engagements |
The lifetime number of reactions, comments, and shares on the post. Discrepancies: LinkedIn Analytics also includes clicks and follows in engagements. To include clicks, please use our interactions metric instead. Follows is a paid metric and not yet supported in Measure. |
Text, Image, Video, Link, Poll, Document |
Frequency* |
The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach |
Text, Image, Video, Link, Poll, Document |
Impressions | The lifetime number of views on the post. | Text, Image, Video, Link, Poll, Document |
Interaction rate |
The ratio of the post's lifetime engagements and clicks to its lifetime impressions, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Impressions) x 100 Discrepancies: This metric is equivalent to LinkedIn Analytics' engagement rate, but for non-promoted posts only. For promoted posts, Analytics also includes follows, which is not yet supported in Measure. |
Text, Image, Video, Link, Poll, Document |
Interaction rate (reach)* |
The ratio of the post's lifetime engagements and clicks to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares + Clicks) / Reach) x 100 |
Text, Image, Video, Link, Poll, Document |
Interactions |
The lifetime number of reactions, comments, shares, and clicks on the post. This metric does not include follows. Discrepancies: This metric is equivalent to LinkedIn Analytics' engagements, but for organic posts only. For paid posts, Analytics also includes follows, which is not yet supported in Measure. |
Text, Image, Video, Link, Poll, Document |
Reach | The lifetime number of people who have viewed the post. | Text, Image, Video, Link, Poll, Document |
Reactions | The lifetime number of reactions to the post. | Text, Image, Video, Link, Poll, Document |
Shares | The lifetime number of shares on the post. | Text, Image, Video, Link, Poll, Document |
Weighted eng. rate* |
The ratio of the post's first seven days of weighted engagements to its first seven days of impressions, represented as a percentage. Formula: ((Reactions + (Comments x 2) + (Shares x 3)) / Impressions) x 100 |
Text, Image, Video, Link, Poll, Document |
Twitter Channel Metrics
Network Rules
How much historical data is available for Twitter channel metrics?
Twitter channel metrics are only available moving forward in time from the moment you first connect your channel.
How often are Twitter channel metrics refreshed?
Twitter channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Do Twitter channel metrics include paid data?
Twitter channel metrics are always organic.
Metrics Rules
* = Metrics available in Measure but not Twitter Analytics
Metric | Definition | Supported Widgets |
---|---|---|
Fans | The total number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series |
Following | The total number of Twitter accounts your channel is following. | Key Metrics, Channel Comparison, Time Series |
Listed | The total number of public lists your channel is included in. | Key Metrics, Channel Comparison, Time Series |
Net listed | The net change of public lists your Twitter page is a member of. | Key Metrics, Channel Comparison, Time Series |
Net new fans | The difference between people who followed your channel and the number of people who unfollowed your channel during the selected date range. This will be a negative number if you lost more fans than you gained. |
Key Metrics, Channel Comparison, Time Series |
Net Tweets and Retweets | The number of Tweets (including Retweets) issued by your Twitter page in the period. | Key Metrics, Channel Comparison, Time Series |
Tweets and Retweets | The total number of tweets and retweets posted by your channel during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Twitter Content Metrics
Network Rules
How much historical data is available for Twitter content metrics?
When you connect a Twitter channel for the first time, Measure backfills all posts and their content metrics from the previous 7 days.
How often are Twitter content metrics refreshed?
After you publish a Twitter post, its content metrics will be refreshed with new data starting 15 minutes after publication and continuing on a regular basis for 30 days, at which point lifetime data collection is complete.
Do Twitter content metrics include paid data?
Unless otherwise specified as a paid or organic metric, all Twitter content metrics show a combined total of paid and organic data that cannot be broken down.
Promoted posts will show a promotion banner after their first paid impression. This may take up to 24 hours to be reflected in Measure.
Note:
Twitter bases its content data off the performance of both a post and its comments, while Measure shows the content data from the original post only. This keeps Twitter's KPIs consistent with those used by all other networks, allowing you to accurately compare your Twitter data with data from other networks. However, this means you cannot accurately compare Measure's Twitter data with the data in Twitter Analytics, which uses a fundamentally different definition of content performance.
Metrics Rules
* = Metrics available in Measure but not Twitter Analytics
Metric | Definition | Supported Post Types |
---|---|---|
App install | The lifetime number of clicks on the post to install the Twitter app. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
App open | The lifetime number of clicks on the post to open its Twitter app card. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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: 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. Note: Promoted posts from Twitter will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
CTR (clickthrough 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Email post | The lifetime number of clicks on the post's email button. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Engaged users* |
The lifetime number of people that reacted, commented, shared, or clicked the post . Unlike engagements, this metric includes clicks. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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: 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: 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Hashtag clicks | The lifetime number of clicks on the post's hashtags. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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. This metric is equivalent to Twitter Analytics' engagement rate metric, but please bear in mind that Twitter's network rules may still cause discrepancies. 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Interactions |
The lifetime number of reactions, comments, shares, and clicks on the post. This metric is equivalent to Twitter Analytics' engagements metric, but please bear in mind that Twitter's network rules may still cause discrepancies. |
Text, Image, Video, Link, Poll |
Likes |
The lifetime number of likes on the post. For promoted posts, this metric includes paid likes. Note: Promoted posts from Twitter will not automatically show a promotion banner, although you can still create your own label for paid content. |
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 |
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 nagtive feedback. Examples of other clicks include: clicks on hashtags, clicks to view the channel's profile, clicks to install the Twitter app, etc. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Permalink clicks | The lifetime number of clicks on the post to access its permalink. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Photo view | The total number of clicks on a post to enlarge an image. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Quote Retweets* | The lifetime number of shares (retweets) of the post that were embedded in a new post. | Text, Image, Video, Link, Poll |
Reach* |
The total number of people who viewed the post. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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 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 shares (retweets) of the post. For promoted posts, this metric includes paid shares. Note: Promoted posts from 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Unquote Retweets* | The lifetime number of shares of the post that were embedded in a new post that was removed. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Unreplies* | The lifetime number of comments on the post that were removed. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
Unretweets* | The lifetime number of shares of the post that were removed. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
User follows | The lifetime number of fans gained from the post. Warning: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 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. |
Text, Image, Video, Link, Poll |
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 |
Text, Image, Video, Link, Poll |
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. |
Text, Image, Video, Link, Poll |
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. |
Text, Image, Video, Link, Poll |
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. |
Text, Image, Video, Link, Poll |
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. |
Text, Image, Video, Link, Poll |
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: Twitter deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available until March 2024. |
Text, Image, Video, Link, Poll |
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. |
Text, Image, Video, Link, Poll |
Weighted eng. 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 |
TikTok Channel Metrics
Network Rules
How much historical data is available for TikTok channel metrics?
When you connect a TikTok channel for the first time, Measure backfills all channel metrics from the past 60 days, with the exception of fans, fans by gender, and fans by country, which cannot be backfilled.
How often is TikTok channel data refreshed?
TikTok channel data is refreshed with new data once every 24 hours at 7AM UTC.
Do TikTok channel metrics include paid data?
TikTok channel metrics are delivered as a combined total of paid and organic data that cannot be broken down.
Metrics Rules
* = Metrics available in Measure but not TikTok Analytics
Metric | Definition | Supported Widgets |
---|---|---|
Channel Profile views | The number of times your channel's profile was viewed during the selected date range. | Key Metrics, Channel Comparison, Time Series |
Comments | The number of new comments during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Engagement rate* |
The ratio of enagements to impressions during the selected date range across all posts to the channel, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Impressions) x 100 |
Key Metrics, Channel Comparison, Time Series |
Engagements* | The number of new reactions, comments, and shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series |
Fans by Country | The number of people who followed your channel as of the selected end date, broken down by country of origin. | Geographics |
Fans by Gender | The number of people who followed your channel as of the selected end date, broken down by gender. | Demographics |
Fans Online by Hour | The times of day that your channel's fans are most active on TikTok, broken down by hour (PST/PDT). | Breakdown |
Net new fans |
The difference between the number of people who followed your channel and the number of people who unfollowed your channel during the selected date range. This metric will be a negative number if you lost more fans than you gained. |
Key Metrics, Channel Comparison, Time Series |
Reactions | The number of new likes during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Shared | The number of new shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series |
Video views (3s) | The number of video views during the selected date range across all posts. Videos must play for at least 3 seconds. | Key Metrics, Channel Comparison, Time Series |
TikTok Content Metrics
Network Rules
How much historical data is available for TikTok content metrics?
When you connect a TikTok channel for the first time, Measure backfills all posts and their content metrics from the past 365 days.
How often is TikTok content data refreshed?
After you publish a TikTok post, its content metrics will be refreshed with new data 4 minutes after publication and 4 minutes after each new engagement.
Posts are monitored for new engagements for 365 days after publication, at which point data lifetime collection is complete.
Do TikTok content metrics include paid data?
TikTok content metrics are delivered as a combined total of paid and organic data that cannot be broken down.
Metric Rules
* = Metrics available in Measure but not TikTok Analytics
Metric | Definition | Supported Post Types |
---|---|---|
"Following" video views | The lifetime number of video views on the post that originated from a user’s "Follow" feed. | Video |
"For you" video views | The lifetime number video views on the post that originated from a user’s "For You" feed. | Video |
"Hashtag" video views* | The lifetime number of video views on the post that originated from a hashtag search. | Video |
"Profile" video views* | The lifetime number of video views on the post that originated from visits to your profile. | Video |
"Search" video views* | The lifetime number of video views on the post that originated from a search in the "Discover" section. | Video |
"Sound" video views* | The lifetime number of video views on the post that originated from a sound search. | Video |
Average watch time | The average duration, in seconds, of a single video view. | Video |
Comments | The lifetime number of comments on the post. | Video |
Engagement rate |
The ratio of the post's lifetime engagements to its lifetime impressions, represented as a percentage. Formula: (Engagements / Impressions) x 100 |
Video |
Engagement rate (reach)* |
The ratio of the post's lifetime engagements to its lifetime reach, represented as a percentage. Formula: (Engagements / Reach) x 100. |
Video |
Engagements* | The lifetime number of reactions, comments and shares on the post. | Video |
Full video watch rate avg.* | The percentage of all the post's lifetime video viewers that reached the end of the video. | Video |
Impressions | The lifetime number of views on the post. Replays/auto-replays are included. A view is counted when the post's first frame plays. | Video |
Reach | The lifetime number people who have viewed the post. A view is counted when the post's first frame plays. | Video |
Reactions | The lifetime number of likes on the post. | Video |
Shares | The lifetime number of shares on the post. | Video |
Video frequency* |
The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach |
Video |
Video Length | The total duration of the post in minutes and seconds. | Video |
Watch time | The lifetime number of minutes the post has played. | Video |
Weighted engagement rate* |
The ratio of the post's lifetime impressions to its lifetime weighted engagements, represented as a percentage. Formula: (Reactions + (Comments x 2) + (Shares x 3)) / Video views) x 100 |
Video |