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  Article updated: May 25, 2022

Metrics in Hootsuite Impact

Measure your social return on investment (ROI) and optimize the performance of your organic and paid efforts on social media with Hootsuite Impact and Impact in Analytics.

The metrics library lets you choose, collect, and display the metrics you want to use in your reports. Metrics are quantitative measurements of data that tell you how your social media efforts performed during a specific timeframe. Once you've selected the metrics you're interested in, you can choose how you want to them to show up in your reports. Learn how to customize your report tiles.

The following metrics are available in Hootsuite Impact:

Tip: Are you looking to monitor a custom metric not available on the list? Ask your customer success manager about setting up a new calculated metric. Custom metrics can be viewed in My Analytics, Browse Content, and Filter Content.

Download an XLSX with all of the metrics in Impact

What’s the difference between post and page metrics?

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, and 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, and 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. Note that in both Hootsuite Impact and Facebook, pages must have 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 between April and 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.


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