The Brand Insights dashboard is one of two dashboards available in Benchmark to help you measure your brands’ social performance against your competitors’. Learn more about what metrics are available in the Brand Insights dashboard and how to use it to effectively analyze your brands.
In this article:
What is the Brand Insights dashboard?
The Brand Insights dashboard compares channel-level metrics from your brands against your competitors’ brands.
You can access the Brand Insights dashboard at any time by selecting Brand Insights under dashboards in the Benchmark left-hand sidebar.
Analyzing brands
By clicking Brands in the top-left corner of your dashboard, you can select the specific brand or brands you would like to view. Use the search bar to find an available brand, or scroll through the list, and then select the checkbox next to a brand to add it to the dashboard. Select All or None to quickly select or deselect all of your connected brands. Hovering over the brand will also display a quick view of the brand's data availability. You can also toggle to include or exclude Facebook, Instagram networks, X (Twitter), or YouTube networks from the dashboard.
Tip:
Brands that you marked as “My Brand” will be indicated by a crown icon in the Brands dropdown.
Single brand analysis
When you select a single brand, your dashboard will display the single brand analysis view which features a Single brand overview widget as well as the Total Fans, Fans over time, Reach, Impressions, Total Engagement over time, and Engagement overview widgets. If you selected to include multiple networks for the brand, the widgets will display metrics for all networks.
If you selected only a single network, the widgets will reflect the metrics for that network.
Comparison brand analysis
Note:
Cross-network analysis is currently not available for YouTube channels.
After selecting multiple brands in the Brands dropdown, you will also see any toggled networks displayed in the header.
The dashboard will display a Brand overview widget along with Fans widgets, Reach widgets, Impressions widgets, and Engagement widgets.
Individual metric widgets will display with a one-liner at the top of the widget summarizing the data in the widget. Check out our video below to learn more about this feature:
Dashboard filters
The top of the Brand Insights dashboard offers the Date Range filter and the Timezone filter. Any selections in these filters will apply to all of the widgets in the dashboard.
With the Date Range filter, you can select a custom time period by choosing a start date and end date in the calendar, or select a preset time period to view: Last 7 days, Last week, Last 30 days, Last month, Last 90 days, or Last 365 days.
Note:
For Facebook, Instagram, and X (Twitter), Benchmark offers historical data up to two years ago from the current calendar date.
For YouTube, Benchmark offers 30 days of historical data.
The Timezone filter allows you to view your dashboard data in a specific local timezone. By default, the timezone will be set based on your browser's location data. When you select a new timezone, it will be saved as the new timezone for both your Brand Insights dashboard as well as your Content Analysis dashboard and remain in that timezone the next time you visit either dashboard.
Dashboard widgets
Tip:
For a detailed reference of what metrics are available in Benchmark widgets, visit our List of Benchmark Metrics article, or click the information tooltip next to a widget.
Brand overview widget
The Brand overview widget provides a high-level comparison summary of how your brands are performing against your competitors’ brands. It includes the New Posts count, New Fans count, Fans growth, Total engagement, and Average engagement per post of each of the selected brands. The percentage difference for each metric is calculated based on the date range applied. You can sort the brands alphabetically (A-Z or Z-A) or sort each metric column by highest or lowest.
Tip:
For brand overview and all multiple brand comparison widgets, a Total vs. Average per Post comparison toggle is available.
Fans widgets
The Fans widget is a stacked bar chart of the total number of people who have liked or followed the brand. The y-axis is alphabetically organized by the selected brands. Hovering over each bar in the widget will display the total count of Fans for each brand on each network. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Fans over time widgets is a spline chart of the Fans count of each selected brand over time. The data is aggregated (subject to the channels added for each brand). The time period that displays on the x-axis is based on the time period selected in the Date Range filter. Selecting an individual brand in the widget will allow you to hone in on the data for that brand.
The Fan growth widget is a grouped bar chart showing the number of Fans gained or lost for each brand over the specified time period. The y-axis is alphabetically organized by the selected brands. The x-axis indicates the percentage gain or loss of fan growth. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
Reach widgets
The Reach widget is a horizontal bar chart showing the sum of estimated reach metrics on all posts made by the brand. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Reach growth widget is a stacked bar chart showing the growth of reach over the selected time period. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
Impressions widgets
The Impressions widget is a horizontal bar chart showing the sum of estimated impressions metrics on all posts made by the brand. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Impressions growth widget is a stacked bar chart showing the growth of impressions over the selected time period. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
Engagement widgets
Note:
If you are an Admin user in Benchmark, you can customize your engagement formulas.
The Total engagement widget is a stacked bar chart showing the sum of engagement on all posts made by the brand during the specified time period. The y-axis is alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Total engagement over time widget is a spline chart showing the engagement for each brand over the specified time period. The data is aggregated (subject to the channels added for each brand). The time period that displays on the x-axis is based on the time period selected in the Date Range filter. Selecting an individual brand in the widget will allow you to hone in on the data for that brand.
The Average engagement per post widget is a grouped bar chart showing the average post engagement for each brand over the specified time period. Average engagement per post is calculated by the sum of post engagement for the brand divided by the sum of all posts made by that brand. The y-axis is alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
Exporting a Brand Insights report
You can export your customized Brand Insights dashboard as a PDF report by clicking on the Export button in the top-right corner of the dashboard. For detailed instructions, visit our article on Exporting Benchmark Dashboards.