This article summarizes the data collection rules for every network in Measure, as well as the key performance indicators (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. Read on to learn more about how these rules shape your own results.
In this article:
- Getting started
- Facebook channel metrics
- Facebook content metrics
- Instagram channel metrics
- Instagram content metrics
- LinkedIn channel metrics
- LinkedIn content metrics
- X (Twitter) channel metrics
- X (Twitter) content metrics
- TikTok channel metrics
- TikTok content metrics
- YouTube channel metrics
- YouTube content metrics
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
- Network Comparison
- 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
Please note that a channel metric and a content metric with the same name may hold different values. 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 two different sets of posts. For the same reason, it’s 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 our Support team.
Facebook channel metrics
Network rules
How much historical data is available for Facebook channel metrics?
When you connect a Facebook channel for the first time, Measure backfills all channel metrics from the past 365 days.
How often is Facebook channel data refreshed?
Facebook channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Note:
Facebook and Instagram's native reporting for channel data is shifted forward by 24 hours. For example, if you set your date range to January 1 - January 5, Meta's Insights will show you the data for December 31 - January 4. This is because each day's data is collected until 11:59 PM and reported at 12:00 AM — technically the next day.
Measure shifts the data back 24 hours to account for this, so if you set your date range to January 1 - January 5, you'll see the data from those exact dates. However, it will correspond to Meta’s data for January 2 - January 6, so please keep this in mind if comparing the two.
Do Facebook channel metrics include paid data?
Facebook channel metrics are delivered as a combined total of paid and organic data, including paid data from any Instagram or other Meta Platforms ad placements that are run through the Facebook channel. These totals cannot be broken down, with the exception of the following KPIs, which Meta also offers as paid, organic, viral, and non-viral metrics:
- Net new fans
- Impressions
- Reach (daily)
- Video views
Metrics rules
* = Metrics available in Measure but not the Meta Business Suite
| Facebook Channel 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, Network Comparison |
| Channel profile views | The number of times your channel's profile was viewed during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
|
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. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Breakdown |
| Clicks* |
The number of clicks on any active part of your channel or its posts during the selected date range (e.g. clicks on a photo to preview it, clicks on a video to play it, clicks on a link to view it in a new browser tab, clicks on a hashtag or a mention, clicks on the name of a page, etc). This metric does not include clicks to like, comment, or share. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Comments* |
The number of new comments during the selected date range across all posts. This metric includes replies to comments. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagements* |
The number of new reactions, comments, and shares during the selected date range across all posts. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engaged users (daily)* |
The daily number of people who engaged with a post in the period. Engagement includes likes, comments, shares and saves for Instagram or for Facebook any other click (see the "Clicks" metric for more details). Note that a single user could engage in multiple ways with a post (e.g. comment and like) but will only be counted as a single user. Note: If you choose the "Total" aggregation for the period, the total could be incorrect. This is because a single user may have engaged on multiple days, which will count as multiple user engagements. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate* |
The ratio of engagements to impressions during the selected date range across all posts to the channel, represented as a percentage. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate (Reach)* |
The percentage of people who engage with your posts after seeing it. Formula: 100 * (Reactions + Comments + Shares + Saves (for Instagram)) / Reach Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Breakdown |
| Fan decrease by unlike source* |
The number of people during the selected date range who unliked your channel, broken down by unlike source. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Breakdown |
| Fan decrease* | The number of people during the selected date range who unliked your channel. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fan increase | The number of people during the selected date range who liked your channel. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fan increase by like source* |
The number of people during the selected date range who liked your channel, broken down by like source. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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, Network Comparison |
| Fans by age & gender |
The number of people who liked your channel as of the selected end date, broken down by age and gender. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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). Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Breakdown |
| Frequency (distribution)* |
The ratio of impressions to reach during the selected date range across all posts, broken down by average distribution. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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, Network Comparison |
| 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 times any content from your channel entered a person's screen. Facebook includes other impressions that do not originate from content, such as visits to the page and page tagged in other posts. Therefore, the total impressions may not always equal the sum of organic and paid impressions. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Interactions Rate (Reach)* |
The ratio of interactions to reach during the selected date range across all posts to the channel, represented as a percentage. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Interactions Rate* |
The ratio of interactions to impressions during the selected date range across all posts to the channel, represented as a percentage. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Interactions* |
The number of new reactions, comments, shares, and clicks during the selected date range across all posts. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Link clicks* |
The number of clicks to open a link during the selected date range across all posts. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Negative actions by type* |
The number negative actions taken on your channel during the selected date range, broken down by type. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Breakdown |
| Negative actions* |
The number negative actions taken on your channel during the selected date range. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Net new fans* |
The difference between your channel's total fans at the end of the selected date range and its total fans at the start of 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, Network Comparison |
| New DM conversations* | The number new direct message conversations on your channel during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Non-viral reach (daily)* |
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. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use non-viral reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic impressions* | The number of views during the selected date range across all non-promoted posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic reach (daily)* |
The number of people during the selected date range who viewed at least one of your non-promoted posts. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use organic reach (daily) avg., which shows your channel's average reach per day instead. Formula: Viral reach + Non-viral reach |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Other clicks* |
The number of other click types during the selected date range across all posts. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Paid impressions* | The number of views during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid reach (daily)* |
The number of people during the selected date range who viewed at least one of your promoted posts. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use paid reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid video views (3s)* | The number of video views during the selected date range across all 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, Network Comparison |
| Photo clicks* |
The number of clicks to enlarge an image during the selected date range across all posts. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Positive actions by type* |
The number of positive actions during the selected date range across all posts. This does not include Stories. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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, Network Comparison |
| Reach (daily) |
The number of people during the selected date range who viewed at least one of your posts. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Shares* |
The number new shares during the selected date range across all posts. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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. Warning: Facebook deprecated this metric on March 14, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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, Network Comparison |
| 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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Viral reach (daily)* |
The number of people during the selected date range who viewed your non-promoted posts as a result of viral distribution. Examples of viral distribution include: shares from friends, shares from friends of friends, etc. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use viral reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
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. Paid metrics specifically are sourced from one of two APIs — either Meta's Page Insights API, which also provides all organic and combined metrics and corresponds to the data in the Meta Business Suite; or the Marketing API, which corresponds to the data in Meta's Ads Manager.
Please note that all advertising on Meta Platforms is run through Facebook, so your Facebook results may also include paid data from Instagram, Messenger, or Audience ad placements. This depends on which API a paid metric was sourced from:
Paid metrics from Meta's Page Insights API
- DO NOT include paid data from non-Facebook placements (except for Facebook video posts)
- DO NOT generate placement icons on the post’s Promotion banner
- DO NOT require a connected ad account in Advertise
There are only nine of these metrics:
- Paid impressions
- Paid reach (daily)
- Paid video views
- Paid video viewers
- Paid video views (10s)
- Paid video views (30s)
- Paid video views (complete)
- Paid video viewers (complete)
- Paid watch time (minutes)
Paid metrics from Meta's Marketing API
- DO include paid data from non-Facebook placements
- DO generate placement icons on the post’s Promotion banner
- DO require a connected ad account in Advertise
Whenever a Marketing metric and an Insights metric share a name, the Marketing metric will be labeled in Measure with (Ads). For example, the widget above shows Paid impressions, while the widget below shows Paid impressions (Ads), which includes additional data from the Instagram placements.
Note:
Notice that Paid impressions (Ads) + Organic impressions =/= Impressions. This is because the Marketing metric includes Instagram data, but the two Insights metrics do not. It's recommended that you don't compare data across metric types to avoid these kinds of discrepancies.
Tip:
All Marketing metrics are labeled with (Ads) in this article, whether they share a name with an Insights metric or not.
Metrics rules
* = Metrics available in Measure but not the Meta Business Suite
| Facebook Content 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 includes replies to comments. This metric does not include 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 fans that liked, commented, shared, or clicked a post. Use the average to get accurate aggregated number of fans who engaged on average per post published during the period. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Reel, Link |
| Engaged users* |
The people that liked, commented, shared, or clicked a post. Use the average to get accurate aggregated number of people who engaged on average per post published during the period. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link |
| Engaged users rate* |
The ratio of the post's lifetime engaged users to its lifetime reach, represented as a percentage. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link |
| 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 engagements 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 engagements 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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Reel, Link |
| Negative users* |
The people who performed a negative action on a post such as hiding it, reporting it, or unfollowing the page. Use the average to get accurate aggregated number of people who negatively engaged on average per post published during the period. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link |
| 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. Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use non-viral reach avg., which shows your average reach per post instead. |
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. Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use organic reach avg., which shows your average reach per post instead. |
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 (Ads) | 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 (Ads) | 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 (Ads) | 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 (Ads) | 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. Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use paid reach avg., which shows your average reach per post instead. Note: This metric corresponds to the data in Meta's Insights, not the data in Meta's Ads Manager. It is available with or without a connected ad account in Advertise. |
Text, Image, Video, Reel, 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 (Ads) | 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)* | 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)* | 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)* | The lifetime number of completed video views on a promoted post. | Video, Reel |
| Paid watch time (min)* | 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 reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use reach avg., which shows your average reach per post 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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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. Warning: Facebook will deprecate this metric on September 16, 2024. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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 number of people that watched the video. Facebook counts video viewed if at least 3 seconds has been played. Use the average to get accurate aggregated number of viewers on average per post published during the period. | Video |
| 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 at least one of your non-promoted posts through viral distribution. Examples of viral distribution include shares from friends, shares from friends of friends, etc. Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use viral reach avg., which shows your average reach per post instead. |
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
- Fans by country
- Fans by age and gender
- Fans online by hour (available only for the past 30 days)
How often is Instagram channel data refreshed?
Instagram channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Note:
Facebook and Instagram's native reporting for channel data is shifted forward by 24 hours. For example, if you set your date range to January 1 - January 5, Meta's Insights will show you the data for December 31 - January 4. This is because each day's data is collected until 11:59 PM and reported at 12:00 AM — technically the next day.
Measure shifts the data back 24 hours to account for this, so if you set your date range to January 1 - January 5, you'll see the data from those exact dates. However, it will correspond to Meta’s data for January 2 - January 6, so please keep this in mind if comparing the two.
Do Instagram channel metrics include paid data?
Unless otherwise specified as a paid metric, Instagram channel metrics are delivered as a combined total of paid and organic data that cannot be broken down.
Metrics rules
* = Metrics available in Measure but not the Meta Business Suite
| Instagram Channel Metric | 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, Network Comparison |
| 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, Network Comparison |
| Carousel shares* | The number of shares during the selected date range across all carousel posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Channel profile views | The number of times your channel's profile was viewed during the selected date range. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Comments* | The number of comments during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Engaged users (daily)* | The daily number of people who engaged with a post in the period. Engagement includes likes, comments, shares and saves for Instagram or for Facebook any other click (see the "Clicks" metric for more details). Note that a single user could engage in multiple ways with a post (e.g. comment and like) but will only be counted as a single user. Note: If you choose the "Total" aggregation for the period, the total could be incorrect. This is because a single user may have engaged on multiple days, which will count as multiple user engagements. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Fan increase | The number of people during the selected date range who followed your channel. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Likes/Reactions* | The number of likes during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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 your channel's total fans at the end of the selected date range and its total fans at the start of 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, Network Comparison |
| Non-follower reach* | The number of non-followers during the selected date range who viewed at least one of your posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic comments |
The number of new comments or replies during the selected date range across all non-promoted posts. Formula: Comments - Paid comments.” |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic engagements |
The number of new engagements during the selected date range across all non-promoted posts. Formula: Engagements - Paid engagements. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic engagements rate (reach) |
The ratio of engagements to reach during the selected date range across all non-promoted posts. Formula: 100 * Organic engagements/Organic reach, |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic likes |
The number of new likes during the selected date range across all non-promoted posts. Formula: Likes - Paid likes. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic reach (daily) |
The number of people during the selected date range who viewed at least one of your non-promoted posts. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use organic reach (daily) avg., which shows your channel's average reach per day instead. Formula: Reach - Paid reach. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic saves |
The number of new saves during the selected date range across all non-promoted posts. Formula: Saves - Paid saves. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Organic shares |
The number of new shares during the selected date range across all non-promoted posts. Formula: Shares - Paid shares. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Paid likes* | The number of likes during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid comments* | The number of comments during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid reach (daily)* |
The number of people during the selected date range who viewed at least one of your promoted posts. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use paid reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid saves* | The number of saves during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Paid shares* | The number of shares during the selected date range across all promoted posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Profile direction taps* | The number of taps during the selected date range on your channel's directions link. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Profile phone taps* | The number of taps during the selected date range on your channel's call link. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Profile website taps* | The number of taps during the selected date range on your channel's website link. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reach (daily) |
The number of people during the selected date range who viewed at least one of your posts. Views on Reels and Stories are included. Discrepancies: Meta reports your channel-level reach data once a day, and Measure adds these daily totals together to calculate the total reach for your selected date range. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use reach (daily) avg., which shows your channel's average reach per day instead. |
Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Reel engagements* | The number of reactions, comments, shares, and saves during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel likes* | The number of likes during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Reel saves* | The number of saves during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Reel shares* | The number of shares during the selected date range across all Reels. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Story comments* | The number of comments during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Story engagements* | The number of reactions, comments, shares, and saves during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Story likes* | The number of likes during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Story shares* | The number of shares during the selected date range across all Stories. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
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, one hour after the Story expires (25 hours after publication).
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.
Note:
The results for an Instagram carousel post represent the combined data for all images in the carousel. For example, if someone swipes through a carousel with ten images, it will only count as 1 impression, not 10.
Metrics rules
* = Metrics available in Measure but not the Meta Business Suite
| Instagram Content Metric | Definition | Supported Post Types |
|---|---|---|
| Average watch time* | The average amount of time, in seconds, spent playing a Reel. | Reel |
| 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, Carousel, 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, Carousel, 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, saves and shares on the post. | 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, Carousel, Story |
| Impressions | The lifetime number of views on the post. | Image, Carousel, Story |
| Initial plays |
The lifetime number of times the Reel was played for at least 1ms. This metric only includes the plays that start a watch session, not the auto-replays within a single session. Note: Plays are equivalent to impressions – they represent the number of views, not the number of viewers. For unique viewers, please use reach. |
Reel |
| Likes | The lifetime number of likes on the post. | Image, Carousel, Reel |
| Plays |
The lifetime number of times the Reel was played or replayed for at least 1ms. Formula: (Initial plays + Replays) |
Reel |
| Profile activity* | The lifetime number of user actions taken in your profile after engaging with your post. User actions include: clicking on your profile's Bio, Call, Direction, Email, Text, etc. | Image, Video |
| Profile visits* | The lifetime number of visits to your profile from the post. | Image, Video |
| Reach |
The lifetime number of people who viewed the post. Discrepancies: Meta reports your content-level reach data separately for each post, and Measure adds these post totals together to calculate the total reach for your selected content. This may result in some unique users being counted more than once in Measure, giving us a higher number than Facebook's. To avoid this effect, please use reach avg., which shows your average reach per post instead. |
Image, Carousel, Story, Reel |
| Reactions | The lifetime number of likes on the post. | Image, Carousel, Reel |
| Replays | The lifetime number of times the Reel was auto-replayed for at least 1ms within a watch session. | Reel |
| Saves* | The lifetime number of saves on the post. | Image, Carousel, Reel |
| Shares | The lifetime number of shares on the post. | Image, Carousel, Video, 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 |
| User follows* | The lifetime number of fans gained from the post. | Image, Video |
| 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 |
| 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 |
| Watch time* | The lifetime amount of time, in minutes, spent playing or replaying a Reel. | 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 |
Image, Carousel, 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
| LinkedIn Channel 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, Network Comparison |
| Comments | The number of new comments during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate* | The ratio of engagements 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, Network Comparison |
| 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, Network Comparison |
| Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Impressions* | The number of views during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Interactions* | The number of new reactions, comments, shares, and clicks on your channel's content during the period. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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 your channel's total fans at the end of the selected date range and its total fans at the start of 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, Network Comparison |
| 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, Network Comparison |
| 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, Network Comparison |
| Reach (daily)* | The daily number of people who had a post from your channel enter their feed. Use the daily visualization or average to get accurate metrics. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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, Network Comparison |
| Shares | The number of new shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
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
| LinkedIn Content 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 |
| Video views | Video views with play-pause cycles for at least 3 seconds. Autoplays are not included in this metrics. | Text, Image, Video, Link, Poll, Document |
| Video viewers | The number of unique users who viewed the video. A user is considered as one viewer even if they view the video more than once. | Text, Image, Video, Link, Poll, Document |
| Video view rate |
The percentage of the video views compared to the video's appearances in feeds. Formula: 100 * Video views / Impressions. |
Text, Image, Video, Link, Poll, Document |
| Video frequency | On average how many times a video was watched and re-watched (not autoplayed) per person. Formula: Video views / Video Viewers. | Text, Image, Video, Link, Poll, Document |
| Watch time (minutes) | The total minutes that a video or a reel was watched, including any time spent replaying it. | Text, Image, Video, Link, Poll, Document |
| Watch time for video views | The time watched in minutes for video play-pause cycles that are at least 3 seconds. Video autoplays will continue to increase this metric for each subsequent play. | Text, Image, Video, Link, Poll, Document |
| Weighted engagement 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 |
X (Twitter) channel metrics
Network rules
How much historical data is available for X (Twitter) channel metrics?
X (Twitter) channel metrics are only available moving forward in time from the moment you first connect your channel.
How often are X (Twitter) channel metrics refreshed?
X (Twitter) channel metrics are refreshed with new data once every 24 hours at 7AM UTC.
Do X (Twitter) channel metrics include paid data?
X (Twitter) channel metrics are always organic.
Metrics rules
* = Metrics available in Measure but not X (Twitter) Analytics
| X (Twitter) Channel 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, Network Comparison |
| Following | The total number of X (Twitter) accounts your channel is following. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Listed | The total number of public lists your channel is included in. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Net listed | The net change of public lists your X (Twitter) page is a member of. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Net new fans | The difference between your channel's total fans at the end of the selected date range and its total fans at the start of 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, Network Comparison |
| Net posts and Reposts (Retweets) | The number of posts (including Reposts (Retweets)) issued by your X (Twitter) page in the period. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Posts and Reposts (Retweets) | The total number of posts and Reposts (Retweets) issued by the account. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
X (Twitter) content metrics
Network rules
How much historical data is available for X (Twitter) content metrics?
When you connect a X (Twitter) channel for the first time, Measure backfills all posts and their content metrics from the previous 7 days.
How often are X (Twitter) content metrics refreshed?
After you publish a X (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 X (Twitter) content metrics include paid data?
Unless otherwise specified as a paid or organic metric, all X (Twitter) content metrics show a combined total of paid and organic data that cannot be broken down.
Promoted posts will show a promotion banner after their first paid impression. This may take up to 24 hours to be reflected in Measure.
Note:
X (Twitter) bases its content data off the performance of both a post and its comments, while Measure shows the content data from the original post only. This keeps X (Twitter)'s KPIs consistent with those used by all other networks, allowing you to accurately compare your X (Twitter) data with data from other networks. However, this means you cannot accurately compare Measure's X (Twitter) data with the data in X (Twitter) Analytics, which uses a fundamentally different definition of content performance.
Metrics rules
* = Metrics available in Measure but not X (Twitter) Analytics
| X (Twitter) Content Metric | Definition | Supported Post Types |
|---|---|---|
| 100% organic video view completion rate |
The ratio of lifetime organic video views (100%) to lifetime organic video views, represented as a percentage. Formula: (Organic video views (100%) / Organic video views) x 100 |
Video |
| 100% paid video view completion rate |
The ratio of lifetime paid video views (100%) to lifetime paid video views, represented as a percentage. Formula: (Paid video views (100%) / Paid video views) x 100 |
Video |
| 100% video view completion rate |
The ratio of lifetime video views (100%) to lifetime video views, represented as a percentage. Formula: (Video views (100%) / Video views) x 100 |
Video |
| App install |
The lifetime number of clicks on the post to install the X (Twitter) app. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| App open |
The lifetime number of clicks on the post to open its X (Twitter) app card. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Clicks |
The lifetime number of clicks on the post. This metric does not include clicks to comment, like, or share the post. Discrepancies: X (Twitter) Analytics includes clicks to comment, like, and share. |
Text, Image, Video, Link, Poll |
| Comments |
The lifetime number of comments on the post. For promoted posts, this metric includes paid replies. Note: Promoted posts from X (Twitter) will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
| 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: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Email post |
The lifetime number of clicks on the post's email button. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engaged users rate* |
The ratio of the post's lifetime engaged users to its lifetime reach, represented as a percentage. Formula: (Engaged Users / Reach) x 100 Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engaged users* |
The people that liked, commented, shared, or clicked a post. Use the the average to get accurate aggregated number of people who engaged on average per post published during the period. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engagement and link rate* |
The ratio of the post's lifetime engagements and link clicks to its lifetime impressions. Formula: ((Reactions + Comments + Shares + Link Clicks) / Impressions) x 100 |
Text, Image, Video, Link, Poll |
| Engagement rate (reach)* |
The ratio of the post's lifetime engagements to its lifetime reach, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Reach) x 100 Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Engagement rate* |
The ratio of the post's lifetime engagements to its lifetime impressions, represented as a percentage. Formula: ((Reactions + Comments + Shares) / Impressions) x 100 Discrepancies: X (Twitter) Analytics includes clicks in its engagement rate metric, while Measure does not. To add clicks, please use our interaction rate metric instead. |
Text, Image, Video, Link, Poll |
| Engagements |
The lifetime number of reactions, comments, and shares on the post. Discrepancies: X (Twitter) Analytics includes clicks in its engagements metric, while Measure does not. To add clicks, please use our interactions metric instead. |
Text, Image, Video, Link, Poll |
| Frequency* |
The ratio of the post's lifetime impressions to its lifetime reach, represented as an average. Formula: Impressions / Reach Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Hashtag clicks |
The lifetime number of clicks on the post's hashtags. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Impressions | The lifetime number of views on the post. | Text, Image, Video, Link, Poll |
| Interaction rate |
The ratio of the post's lifetime interactions to its lifetime impressions. This metric is equivalent to X (Twitter) Analytics' engagement rate metric, but please bear in mind that X (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: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Interactions |
The lifetime number of reactions, comments, shares, and clicks on the post. This metric is equivalent to X (Twitter) Analytics' engagements metric, but please bear in mind that X (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 X (Twitter) will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
| Link clicks | The lifetime number of clicks on a post to open a link. | Text, Image, Video, Link, Poll |
| Link CTR* |
The ratio of the post's lifetime link clicks to its lifetime impressions, represented as a percentage. Formula: (Link clicks / Impressions) x 100 |
Text, Image, Video, Link, Poll |
| Organic comments | The lifetime number of comments on a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic engagement rate |
The ratio of the post's lifetime organic engagements to its lifetime organic impressions, represented as a percentage. Formula: ((Organic reactions + Organic comments + Organic shares) / Organic impressions) x 100 Discrepancies: X (Twitter) Analytics includes clicks in its engagement rate metric, while Measure does not. To add clicks, please use our interaction rate metric instead. |
Text, Image, Video, Link, Poll |
| Organic engagements |
The lifetime number of reactions, comments, and shares on a non-promoted post. Discrepancies: X (Twitter) Analytics includes clicks in its engagements metric, while Measure does not. To add clicks, please use our interactions metric instead. |
Text, Image, Video, Link, Poll |
| Organic impressions | The lifetime number of views on a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic interaction rate |
The ratio of the post's lifetime organic interactions to its lifetime organic impressions, represented as a percentage. Formula: ((Organic reactions + Organic comments + Organic shares + Organic clicks) / Organic impressions) x 100 |
Text, Image, Video, Link, Poll |
| Organic interactions | The lifetime number of reactions, comments, shares, and clicks on a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic likes/reactions |
The lifetime number of reactions (likes) on a non-promoted post. This metric does not include reactions to shares. |
Text, Image, Video, Link, Poll |
| Organic link clicks | The lifetime number of clicks on a non-promoted post to open a link. | Text, Image, Video, Link, Poll |
| Organic link CTR |
The ratio of the post's lifetime organic link clicks to its lifetime organic impressions, represented as a percentage. Formula: (Organic link clicks / Organic impressions) x 100 |
Text, Image, Video, Link, Poll |
| Organic shares | The lifetime number of shares (Reposts (Retweets)) of a non-promoted post. | Text, Image, Video, Link, Poll |
| Organic user profile clicks | The lifetime number of clicks on a non-promoted post to visit your channel’s profile page. | Text, Image, Video, Link, Poll |
| Organic video starts | The lifetime number of video views on a non-promoted post. The video must play at least one frame. | Video |
| Organic video views |
The lifetime number of video views on a non-promoted post. The video must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks-to-play, and video views from clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (25%) |
The lifetime number of video views on a non-promoted post. The video must play for at least 25% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (50%) |
The lifetime number of video views on a non-promoted post. The video must play for at least 50% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (75%) |
The lifetime number of video views on a non-promoted post. The video must play for at least 75% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Organic video views (100%) |
The lifetime number of video views on a non-promoted post. The video must play for its entire duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Other clicks |
The lifetime number of clicks on the post that were not clicks to comment, like, share, open a link/image/video, or leave nagtive feedback. Examples of other clicks include: clicks on hashtags, clicks to view the channel's profile, clicks to install the X (Twitter) app, etc. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Paid comments | The lifetime number of comments on a promoted post. | Text, Image, Video, Link, Poll |
| Paid engagement rate |
The ratio of the post's lifetime paid engagements to its lifetime paid impressions, represented as a percentage. Formula: ((Paid reactions + Paid comments + Paid shares) / Paid Impressions) x 100 Discrepancies: X (Twitter) Analytics includes clicks in its engagement rate metric, while Measure does not. To add clicks, please use our interaction rate metric instead. |
Text, Image, Video, Link, Poll |
| Paid engagements |
The lifetime number of reactions, comments, and shares on a promoted post. Discrepancies: X (Twitter) Analytics includes clicks in its engagements metric, while Measure does not. To add clicks, please use our interactions metric instead. |
Text, Image, Video, Link, Poll |
| Paid impressions | The lifetime number of views on a promoted post. | Text, Image, Video, Link, Poll |
| Paid interaction rate |
The ratio of the post's lifetime paid interactions to its lifetime paid impressions, represented as a percentage. Formula: ((Paid reactions + Paid comments + Paid shares + Paid clicks) / Paid impressions) x 100 |
Text, Image, Video, Link, Poll |
| Paid interactions | The lifetime number of reactions, comments, shares, and clicks on a promoted post. | Text, Image, Video, Link, Poll |
| Paid likes/reactions |
The lifetime number of reactions (likes) on a promoted post. This metric does not include reactions to shares. |
Text, Image, Video, Link, Poll |
| Paid link clicks | The lifetime number of clicks on a promoted post to open a link. | Text, Image, Video, Link, Poll |
| Paid link CTR |
The ratio of the post's lifetime paid link clicks to its lifetime paid impressions, represented as a percentage. Formula: (Paid link clicks / Paid impressions) x 100 |
Text, Image, Video, Link, Poll |
| Paid shares | The lifetime number of shares (Reposts (Retweets)) of a promoted post. | Text, Image, Video, Link, Poll |
| Paid user profile clicks | The lifetime number of clicks on a promoted post to visit your channel’s profile page. | Text, Image, Video, Link, Poll |
| Paid video starts | The lifetime number of video views on a promoted post. The video must play at least one frame. | Video |
| Paid video views |
The lifetime number of video views on a promoted post. The video must play for at least 3 seconds. This metric includes video views from autoplays, video views from clicks-to-play, and video views from clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (25%) |
The lifetime number of video views on a promoted post. The video must play for at least 25% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (50%) |
The lifetime number of video views on a promoted post. The video must play for at least 50% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (75%) |
The lifetime number of video views on a promoted post. The video must play for at least 75% of its total duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Paid video views (100%) |
The lifetime number of video views on a promoted post. The video must play for its entire duration. This metric includes video views from autoplays, clicks-to-play, and clicks-to-replay. However, it does not include video views from auto-replays. |
Video |
| Saves | The lifetime number of times a post has been saved (bookmarked). | Text, Image, Video, Link, Poll |
| Permalink clicks | The lifetime number of clicks on the post to access its permalink. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Photo view | The total number of clicks on a post to enlarge an image. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
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: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Quote Reposts (Retweets)* | The lifetime number of shares (Reposts (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: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Reactions* | The lifetime number of likes on the post. For promoted posts, this metric includes paid likes. Note: Promoted posts from X (Twitter) will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
| Shares | The lifetime number of shares (Reposts (Retweets)) of the post. For promoted posts, this metric includes paid shares. Note: Promoted posts from X (Twitter) will not automatically show a promotion banner, although you can still create your own label for paid content. |
Text, Image, Video, Link, Poll |
| Unlikes* | The lifetime number of likes on the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Unquote Reposts (Retweets)* | The lifetime number of shares of the post that were embedded in a new post that was removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Unreplies* | The lifetime number of comments on the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Unreposts (Unretweets)* | The lifetime number of shares of the post that were removed. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| User follows | The lifetime number of fans gained from the post. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| User profile click | The lifetime number of visits to your channel's profile from the post. | Text, Image, Video, Link, Poll |
| User unfollows | The lifetime number of fans lost from the post. Warning: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Video start* | The lifetime number of times the post's video started playing. This metric includes autoplays but does not include video views from shares. |
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: X (Twitter) deprecated this metric on August 1, 2023. Measure cannot show data beyond this date. Data from before this date will remain available for a limited time in 2024. |
Text, Image, Video, Link, Poll |
| Video 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
| TikTok Channel 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, Network Comparison |
| Comments | The number of new comments during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Engagement rate* | The ratio of engagements 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, Network Comparison |
| Engagements* | The number of new reactions, comments, and shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Fans | The number of people who followed your channel as of the selected end date. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| 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 (UTC). | Breakdown |
| Net new fans | The difference between your channel's total fans at the end of the selected date range and its total fans at the start of 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, Network Comparison |
| Reactions | The number of new likes during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Shared | The number of new shares during the selected date range across all posts. | Key Metrics, Channel Comparison, Time Series, Network Comparison |
| Video views (3s)(impressions) | 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, Network Comparison |
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
| TikTok Content 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 |
| Likes | The lifetime number of likes on the post. | Video |
| Reach | The number of people that saw the post/story/reel in their feed. Use the the average to get accurate aggregated number of people reached on average per published post. TikTok data can take up to 48 hours. | 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 |
| Video viewers (reach) | The number of people that watched the video. TikTok counts video as viewed if the first frame has been played. Use the the average to get accurate aggregated number of viewers on average per post published during the period. | Video |
| Video views (impressions) | Total number of times the video has been watched. TikTok counts video as viewed if the first frame has been 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 |
YouTube channel metrics
Network rules
How much historical data is available for YouTube channel metrics?
As we work to bring YouTube content metrics to Measure, we cannot yet guarantee a specific historical data availability at this time.
How often is YouTube channel data refreshed?
YouTube channel data is refreshed every day. It takes up to three days for Youtube to process the data, so the last data point we will receive in Measure will be three days ago from the current date.
Metric rules
| YouTube Channel Metric | Definition |
|---|---|
| Fans | Total number of subscribers. |
| Fans increase | Number of subscribers gained during the selected period. |
| Fans decrease | Number of subscribers lost during the selected period. |
| Net new fans | The difference between your channel's total fans at the end of the selected date range and its total fans at the start of the selected date range. This metric will be a negative number if you lost more fans than you gained. |
| Fans increase by country | Subscribers gained broken down by country during the selected period. |
| Fans decrease by country | Subscribers lost broken down by country during the selected period. |
| Net fans by country | Net change in subscribers broken down by country during the selected period. |
| Likes | Number of likes on your videos during the selected period. |
| Dislikes | Number of dislikes on your videos during the selected period. |
| Reactions | Total number of likes and dislikes during the selected period. |
| Reactions by type | Breakdown of likes vs dislikes during the selected period. |
| Likes by country | Likes broken down by country during the selected period. |
| Dislikes by country | Dislikes broken down by country during the selected period. |
| Comments | Number of comments on your videos during the selected period. |
| Comments by country | Comments broken down by country during the selected period. |
| Shares | Number of shares of your videos during the selected period. |
| Shares by country | Shares broken down by country during the selected period. |
| Shares by source | Breakdown of sources used to share your videos during the selected period. |
| Engagements | Total number of likes, dislikes, comments, and shares during the selected period. |
| Engagements by country | Engagements broken down by country during the selected period. |
| Video views | Number of views on your videos during the selected period (a view is counted after 10 seconds or until the end if shorter). |
| Video views by country | Views broken down by country during the selected period. |
| Video views by source | Views broken down by source during the selected period. |
| Average watch time | Average amount of time spent watching your videos during the selected period. |
| Watch time | Total time spent watching your videos during the selected period. |
| Watch time by country | Watch time broken down by country during the selected period. |
| Watch time by source | Watch time broken down by source during the selected period. |
| Average watch time by country |
Average watch time broken down by country during the selected period. |
YouTube content metrics
Network rules
How much historical data is available for YouTube content metrics?
When you connect a YouTube channel for the first time, Measure will backfill all content metrics for posts from the past 365 days that receive new activity. “Activity” includes likes, dislikes, comments, and views. Soon, Measure will also be able to backfill inactive posts from the past 365 days.
How often is YouTube content data refreshed?
After you publish a YouTube post, its content metrics will be refreshed 4 days after any new activity on the post. “Activity” includes likes, dislikes, comments, and views. Posts are monitored for new activity at varying intervals for 730 days after publication, at which point data lifetime collection is complete.
Note:
This 4-day delay is caused by YouTube’s API, which takes 72 hours to deliver its data to Measure.
Metric rules
| YouTube Content Metric | Definition | Supported Post Types |
|---|---|---|
| Average watch percentage |
The lifetime average percentage of the video watched per viewer. This metric does not include replays. |
Video, Short |
| Average watch time | The lifetime average number of seconds of the video watched per viewer. | Video, Short |
| Comments | The lifetime average number of comments on the video. | Video, Short |
| Dislikes | The lifetime number of dislikes on the video. | Video, Short |
| Likes | The lifetime number of likes on the video. | Video, Short |
| Net new follows |
The difference between the lifetime number of subscribers gained and subscribers lost from the video. Formula: User follows - User unfollows |
Video, Short |
| Reactions |
The difference between the lifetime number of likes and dislikes on the video. Formula: Likes - Dislikes |
Video, Short |
| Shares | The lifetime number of shares on the video. | Video, Short |
| User follows | The lifetime number of subscribers gained from the video. | Video, Short |
| User unfollows | The lifetime number of subscribers lost from the video. | Video, Short |
| Video views |
The lifetime number of views on the video. A view is counted when the video is watched for at least 30 seconds. This metric is equivalent to impressions. |
Video, Short |
| Watch time (min) |
The lifetime number of minutes spent watching the video. This metric includes replays. |
Video, Short |