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.
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.
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.
|Posts||The total number of posts (Facebook, Instagram, and Twitter) made by the Brand.|
|Fans||The total number of people that have Liked (Facebook) or Followed (Instagram and 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 Twitter) to posts.|
|Comments||The total number of Comments (Facebook and Instagram) and Replies (Twitter) to posts.|
|Shares||The total number of post Shares (Facebook); Retweets and Quoted tweets (Twitter).|
|Total engagement||For Facebook: the sum of Reactions, Shares, and Comments. For Instagram: the sum of Likes, and Comments. For Twitter: the sum of Likes, Replies, Retweets, and 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 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 Twitter, the sum of Likes, Replies, Retweets, and 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 Twitter, the sum of Likes, Replies, Retweets, and 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.|
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.