Get started with Advanced Analytics

Advanced Analytics can help you track and analyze your social results and return on investment (ROI), prove the business value of your social campaigns, and optimize the performance of your organic and paid social media efforts.

Set up your Advanced Analytics account

Your Hootsuite customer account manager will notify you when your initial account is set up. Once you receive that notification, you can connect your social, ad, and website analytics accounts.

You must be a Hootsuite Super Admin, Admin, or a member with the custom organization permission Advanced Analytics settings to add and manage Advanced Analytics settings. Learn how to assign organization permissions.

Connect your social, ad, and analytics accounts

Connect your social (organic), ad (paid), and website analytics accounts to get a complete view of your social performance. Your plan type determines the number of accounts you can connect to Advanced Analytics.

1. Add your social accounts to Hootsuite.
2. Go to Analytics, and then select Analytics settings from the bottom of the navigation.
   • Select Advanced accounts to connect your social and ad accounts to Advanced Analytics.
   • Select Web analytics accounts to add your Google and Adobe Analytics accounts.

For step-by-step instructions to connect and manage each type of account, see the following articles:

• Manage your Advanced Analytics accounts
• Connect a Google Analytics account
• Connect an Adobe Analytics account

Analyze your social results and ROI

After you connect your accounts, you can start reviewing your social results. Use the following features to understand the impact of your social efforts and guide your social strategy. Then share all or specific results with your team to analyze and make informed decisions together.

• Impact content - See how your organic posts performed and identify your top-performing content. Learn how to review post performance with Impact content.
• ROI analysis - Gain insights into which social networks and accounts drive your business’ highest return on investment based on success metrics you define. Learn how to track your spend and return with ROI analysis.
• Content comparison - Track, compare, and analyze the results of your content strategy across multiple social networks. Learn how to analyze organic and paid performance with Content comparison.
• Advertising performance - Identify which ads, campaigns, and ad sets drive the highest value and conversions so you can optimize your social strategy. Learn how to review your paid content results with Advertising performance.
• Built-in and custom reports - Track and analyze the effectiveness of your social efforts with built-in and customizable reports. Create, customize, share, and schedule exports of reports for your organic and paid content. Learn how to create and customize your own reports.
• Custom metrics - Create your own unique metrics to track and analyze the social results that matter to you. Learn how to create, edit, and delete custom metrics.
• Auto-tagger -Set up a framework of tags and automatically add them to your posts to more easily analyze your social results. Learn how to track your success on social with auto-tagger.

For more information about how to interpret your data and understand the difference between Page- and post-level metrics, see Metrics in Analytics.

Access your data with the Analytics API

If you're on an Enterprise plan with the Advanced Analytics add-on, you can use the Analytics API to access your social performance data programmatically. The API lets you retrieve metrics like impressions, engagement rate, and follower growth directly, so you can build automated reports and integrate your data with your own business intelligence tools, without relying on manual exports.

To get started, see the Analytics API developer documentation. If you have questions about enabling API access for your account, contact your Customer Success Manager.