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.

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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.

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

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. 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.	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.

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.

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