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  Article updated: September 13, 2021

Metrics in Insights

Every Insights search generates a standard set of metrics, so you can see at a glance how your search results stack up. Metrics update according to the selected time period, as well as any applied filters. For information on how Insights categorizes mentions, see Mention classification in Insights.

The time zone for all search data is UTC.

The following table lists the metrics displayed for each Insights search.

Metrics returned for Insights searches
MetricDescription
Total Mentions The total number of mentions that match your search query.

For saved searches, Insights benchmarks this data against similar data for the previous period, showing the total mentions for that timeframe, and the percentage change (up or down) from that period to the current one.
Total ImpressionsThe potential number of times that mentions that match your search have been seen (applies to Twitter mentions only, based on author and retweeter follower counts).

Insights benchmarks this data against similar data for the previous period, showing the total impressions for that timeframe, and the percentage change (up or down) from that period to the current one.

This metric only appears for saved search results.
Total ReachThe potential number of people who have seen mentions that match your search.

Insights benchmarks this data against similar data for the previous period, showing the total reach for that timeframe, and the percentage change (up or down) from that period to the current one.

This metric only appears for saved search results.
Unique AuthorsThe number of authors, across all platforms, who have published mentions that match the search. Compare this number to the Total Mentions metric to get an idea of how interested people are in your topic. If the number of mentions is substantially larger than the number of authors, you can assume that your audience is engaged and posting about it more than once.

Insights benchmarks this data against similar data for the previous period, showing the number of unique authors for that timeframe, and the percentage change (up or down) from that period to the current one.

This metric only appears for saved search results.
Mention Volume Over TimeA line chart showing the total number of mentions for the selected time period. Select a time interval from the list to see the number of mentions by hour, day, week, or month. Point to a place on the graph to see the exact number of mentions for a specific point in time.
Mention Volume By Day of the week and HourA grid showing the volume of mentions and their relative concentration at different times of the day and on different days of the week. Point to a square on the grid to see the exact number of mentions for a specific hour on a specific day.
Word CloudA chart with the most frequently used terms and phrases in your search results. The bigger the word, the more popular it is compared to the other terms. Use it to identify trends and themes in the search, and the language your audience uses. Select a word or phrase to see all the mentions that contain it.
Mention Volume BenchmarkA bar chart that compares mention volume between the current period and the prior period. The solid portion of each bar represents the current period, and the striped portion of the bar represents the prior period. Point your mouse to the striped portion of a bar to see volume data for the previous period. You can view benchmark data by platform, sentiment, emotion, interest, language, or country.

This metric only appears for saved search results.
Sentiment VolumeA pie chart showing the breakdown of the results by positive, neutral, and negative sentiment. Point to a segment to see the exact number of mentions classified by each sentiment.
Sentiment Volume Over TimeA line chart showing the total number of mentions for each sentiment for the selected time period. Select a time interval from the list to see the number of mentions by hour, day, week, or month. Point to a place on the graph to see the exact number of mentions for a specific point in time.
Emotion VolumeA bar chart showing the volume of mentions broken down by emotion. Point to a bar to see the exact number of mentions classified by each emotion.
Emotion Volume Over TimeA line chart showing the total number of mentions for each emotion for the selected time period. Select a time interval from the list to see the number of mentions by hour, day, week, or month. Point to a place on the graph to see the exact number of mentions for a specific point in time.
Top Shared URLsA list of the top shared links on Twitter (top 10 for quick searches, top 50 for saved searches), sorted by the frequency that they appear in mentions. Select a link to view all the mentions that contain it.
Top SitesA list of the top domains where the mentions appear (top 10 for quick searches, top 50 for saved searches), sorted by frequency of mentions. Select a domain to view only the mentions coming from that domain.
Top AuthorsA list of the top authors (top 10 for quick searches, top 50 for saved searches) across any platform for which Insights has a populated author field (usually Twitter, Reddit, and Tumblr), sorted by frequency of mentions.
Top HashtagsA list of the most used hashtags in the search’s Twitter mentions (top 10 for quick searches, top 50 for saved searches), sorted by frequency. Select a hashtag to view a list of those mentions.
Top InterestsA list of the top interests associated with the authors of the mentions in the search results (top 10 for quick searches, top 50 for saved searches). They are sorted by mention frequency (as opposed to unique author frequency). Saved search results show the number of unique authors for each interest.
Top LanguagesA list of the top languages found in the search results, sorted by number of mentions. Saved search results list the number of unique authors for each language.
Gender SplitA statistical approximation of mentions by binary gender, as a percentage, based on author name.
Volume by countriesA list of the top 10 countries in the search results, sorted by mention frequency. Saved search results list the number of unique authors in each country. Insights also displays on a world map, using gradients of color for each country represented. The darker the color, the more frequently the country occurs in the results. Select a country to view only those mentions.
Topic WheelA chart with the most popular topics in the inner circle and associated subtopics in the outer circle based on your query. Select a word or phrase to see all the mentions that contain it.

This metric only appears for saved search results.
Mentions Table

A list of the individual mentions that match your search. In Insights, mentions appear in a side panel on the search results page. In exported Insights reports, the mentions appear in the Mentions Table tile.

Each mention entry contains the following information (where available):

  • Date
  • Platform
  • Author
  • Content
  • Sentiment (positive, negative, or neutral)
  • Emotion (joy, surprise, anger, disgust, fear, or sadness)
  • Location
  • Reach (an estimation of how many different people are likely to have seen the mention on its platform, heavily influenced by post engagement and traffic for the author or site)
  • Language
  • Gender (reports only)