Introduction to Hootsuite Impact

Use Hootsuite Impact to track and analyze your social results and return on investment (ROI), and to optimize the performance of your organic and paid social media efforts in one place. This article discusses using Hootsuite Impact (go to My other products, and then select Go to Impact). For Impact features in Analytics, see Track results using Impact in Analytics.

Hootsuite Impact measures organic and paid content metrics for Facebook, Instagram, Twitter, and LinkedIn, and organic content metrics on Pinterest and YouTube. Enterprise plan members with Hootsuite Impact can also set up custom metrics to monitor what’s most important to them. Ask your customer success manager about setting up a new metric that Impact calculates for you.

Before you begin

1. Set up your team and set permissions for the organization members who will work in Impact. See Work with a Hootsuite organization (Business and Enterprise plans).
2. Add your social accounts to Hootsuite. See Add a social account to Hootsuite.

What data can Hootsuite Impact show me?

Hootsuite Impact Starter subscriptions include the following My Analytics, Browse Content, and Filter Content features.

Hootsuite Impact subscriptions include all of the following features:

• My Analytics - View the performance of your social accounts and compare results for two different social accounts side by side. Create and share custom reports with your team, and select from numerous chart types to display your social media results. To learn more, see View and compare your organic and paid results.
• ROI Analysis - Discover which social networks and accounts drive the highest ROI. View daily spend and ROI summary reports for individual accounts, or for all social accounts, and compare engagement between paid and organic profiles. To learn more, see Measure your social ROI.
• Insights - Improve your social content strategy. Compare two time frames for insights on trends. See View insights and trends in Impact.
• Recommendations - Get suggestions to optimize your social strategy based on your ROI goals. To learn more, see Gain insights into your results with Recommendations.
• Browse Content - Review performance metrics for your organic and paid posts to identify top-performing content. Filter posts and save filters for later use. See Identify your top-performing organic, paid, and dark posts.
• Filter Content - Analyze the success of your content on social media. Create or use advanced filters to build custom reports and view the results for your organic and paid content side by side. See Build reports in Impact using advanced filters.

What is the difference between post and page metrics?

Hootsuite Impact retrieves metrics from both post and page data.

• Post level metrics provide information for specific posts and when each post was published. For example, post-level metrics count the engagement (likes, comments, shares, clicks) on posts that were published during a selected time frame. Metrics report per post for all posts published during the selected time frame. In Hootsuite Impact, the Browse Content and Filter Content features retrieve metrics at the post level.
• Page level metrics provide information for an entire page. For example, page-level metrics count engagement (likes, comments, shares, clicks, reach) across all posts on a page, regardless of when the posts were published. Metrics are reported on all actions that occurred during the selected time frame. These values reflect the total for all page posts, regardless of when the posts were published. Note that in both Hootsuite Impact and Facebook, pages require at least 30 likes before metrics can be returned for them.In Hootsuite Impact, the Insights, ROI Analysis, and Recommendations features retrieve metrics at the page level.

For example, let’s say you’re comparing Facebook page analytics reports for April to March and wondering how Page Impressions increased if Post Impressions decreased? Remember, Post Impressions display the impressions for just the posts that were published in March and April. Page Impressions displays impressions for all posts on the Page, regardless of when they were published. Page Impressions may have increased in April because, in addition to posts in March and April, posts in February were still receiving good engagement.