List of Benchmark Metrics

Benchmark offers a variety of metrics to help you analyze both your brands and your competitors’ brands on the channel level and content level. In this article, find all of the currently supported metrics for Benchmark, what insights they offer, and how they are calculated.

Note:

This article offers information about the updated Benchmark product in Social Media Management. For assistance with the legacy Benchmark product, Unmetric, please visit the Unmetric help center.

Note:

In Benchmark, metrics will be aggregated based on the channels added for the specific brand. Meaning, if a brand has both a Facebook and Instagram channel added, then the metrics will be calculated with the aggregate data from both channels.

Metric Description
Posts The total number of posts (Facebook, Instagram, and X (Twitter)) made by the brand.
Fans The total number of people that have liked (Facebook) or followed (Instagram and X (Twitter)) a brand.
Fans over time The total fans count of a specific brand over a specific time period.
Fan growth The percentage difference by which a brand's fans grew/shrunk in the current period compared to the previous period with the same length. A negative value indicates the brand lost more fans or followers than it gained.
Reactions The total number of reactions (Facebook) and likes (Instagram and X (Twitter)) to posts.
Comments The total number of comments (Facebook and Instagram) and replies (X (Twitter)) to posts.
Shares The total number of post shares (Facebook); reposts (retweets) and quoted posts (quoted tweets) (X (Twitter)).
Total engagement For Facebook: the sum of reactions, shares, and comments. For Instagram: the sum of Likes, and Comments. For X (Twitter): the sum of Likes, Replies, reposts (retweets), and quoted posts (quoted tweets), on all posts made by the brand.
Total engagement over time The total sum of engagement for a specified brand over a specific time period. 
Average engagement per post Total engagement metrics / Sum of all posts by the brand.
Posts over time The total number of posts created over time by a brand.
Share of voice The total number of posts for each Brand divided by the total number of posts for all of the selected brands during a specific time period.
Post network distribution How many posts were created by a brand on each network (Facebook, Instagram, or X (Twitter)) during a specific time period.
Post format mix The total number of posts created by the brand, broken down by post type (Carousel, Image, Link, Poll, Text, or Video).
Share of engagement The engagement for each brand divided by the total engagement for all of the selected Brands during a specific time period. (On Facebook, engagement is the sum of likes/reactions, comments, and shares. On Instagram, engagement is the sum of all likes and comments. On X (Twitter), the sum of likes, replies, reposts (retweets), and quoted posts (quoted tweets).)
Engagement network distribution The total engagements per network for the specified brands over a specific time period. (On Facebook, engagement is the sum of reactions, comments, and shares. On Instagram, engagement is the sum of all likes and comments. On X (Twitter), the sum of likes, replies, reposts (retweets), and quoted posts (quoted tweets).
Engagement breakdown The total engagements by engagement type (e.g. comments, reactions, shares, etc.) for the specified brands over a specific time period. 
Reach *Available for Instagram only via Iris content insights. The number of unique people who viewed a piece of social media content, as reported by the network. Estimated based on the number of likes on the post, the number of followers on a channel, and the post type (image, video, or carousel).
Impressions *Available for Instagram only via Iris content insights. The total views of a piece of social media content.
Engagement rate *Available for Instagram only via Iris content insights.  (Engagement/Impressions)*100
Engagement rate (Reach) *Available for Instagram only via Iris content insights. (Engagement/Reach)*100

Once you have set up your Benchmark brands, metrics will be available to view visually via Benchmark’s widgets. Check out our articles on the Brand Insights Dashboard and the Content Analysis Dashboard to learn more about each dashboard view and what widgets are available.

Was this article helpful?
3 out of 3 found this helpful
Brandwatch Academy

The Brandwatch Academy is here

Access on-demand courses on the Brandwatch product suite, plus live events to enrich your knowledge.