Get started with Analytics

You can use Analytics to measure the overall performance of your social media activity across multiple social networks. Analytics measures organic, owned, and earned metrics on Facebook, Twitter, LinkedIn, and Instagram.

Open Hootsuite and go to Analytics.

Open and display an Analytics report

Use the built-in overview reports in Hootsuite Analytics to review and share the most important metrics for your social accounts. You can display and share reports for Facebook, Twitter, Instagram, LinkedIn, Team, Impact, Amplify, Insights, Team, and Ow.ly traffic. You can also display and share a mixed overview report that displays a combined view of all four social networks.

Analytic reports display your social data in tiles. You can use these tiles to chart your paid and organic social data and visualize what's most important to you. Your reports automatically refresh every few minutes to reflect data updated by your social networks. Note, some social networks only update metrics every 24 hours.

  1. Go to Analytics.
  2. If the Analytics navigation is not visible, expand the navigation, and then select a report from the reports list.
    Analytics navigation with reports area highlighted

Optionally, select Sort the reports list to sort your reports by newest or oldest, in ascending or descending order, or by date last modified or date first modified.

The reports list displays up to 10 reports. To view all reports, select See all reports. For more information, see Manage your Analytics reports.

Select your social networks and accounts

You can run reports on one or more of your social networks and accounts. Select social accounts at the top to search for and select social accounts and reconnect accounts that have been disconnected. If your report contains additional data sources, you can select Filter to further refine your report view.

social networks selected showing social accounts

Note: A social account with a 'missing option' or 'missing account' message appears when that account has been removed from Hootsuite. See Add a social account to Hootsuite to learn how to add a social account to Hootsuite.

Select a date range or select two dates to compare

Select a date range to display using the date picker at the top of the page. You can also track performance trends over time by comparing two time frames. For example, you may want to compare how your performance this month compared to last month or how this year compared to last year. Date range comparisons are supported for Line, Number, List, and Column visualizations.

  1. Select the date picker at the top of the page.
    • To display a date range, select a date range option, and then select Set.
    • To compare two time frames, select a date range option, select Compare with another period, select the "compared to" date range, and then select Set.
      date picker showing two months and compare with another period link highlighted

To remove a comparison, open the date picker, select the X next to the "compared to" date range, and then select Set.

For detailed instructions on configuring reports, see View an Analytics report.

Create a new report in Analytics

Create as many reports as you need and delete the ones you don’t use. Your reports and reports views are yours to customize. Other than shared reports, changes you make to reports only affect you (not others in your organization).

There is no limit to the number of reports you can create. Hootsuite provides a number of templates. Each template includes a description and a list of the metrics to make report creation easy.

  1. Go to Analytics.
  2. If the Analytics navigation is not visible, expand the navigation.
  3. Select New report in the My reports section.
  4. Select your report type from the top of the page.
  5. Select Create report for the report you want to create. Reports are automatically generated and displayed for you to view or configure.
  6. Select a date range to display using the date picker at the top of the page.

Configure a tile in the report

Depending on the metric type, you can configure tiles to display aggregated or comparative data, or to display data in different visualization styles or sizes. There is no limit to the number of tiles you can create but you can only display a maximum of 100 tiles.

The number of social accounts displayed can be configured individually in each tile, or at the report level for every tile on the report.

Reorder and view metrics information for a tile

Reorder tiles or display additional information about a metric used in a tile:

  • Reorder tiles - Press and hold the top of your tile, and then drag the tile to the new location.
  • Resize tiles - Press and hold the bottom right corner of your tile, and then drag in or out to set the tile size.
    analytics report tile with resize highlighted on the tile corner
  • View tile information - Point to a tile, and then select More info to view a description of the metric, the data provider, and the platform.
    analytics report tile with info button selected showing information about the metrics used in the tile

Configure the tile properties

Use the following steps to rename a tile title, add a compare or sort by metric, change a chart type (visualization), or resize a tile:

  1. Point to a tile, and then select .
  2. Select Properties at the top of the Configure tile window.
  3. Enter a new title for the tile, select a compare or sort by option, change the visualization type, select a different size for your tile, or delete the selected tile. If your data isn't displayed, increase your tile size.
  4. Close the Configure tile window.

Modify the data displayed in the tile

  1. Point to a tile, and then select .
  2. Select Data at the top of the Configure tile window.
  3. Modify the social networks used for this tile's metrics and select to filter by tag or campaign. If you are using Team performance, you can also filter using Team metrics.
  4. Close the Configure tile window.

Delete a tile

  1. Point at a tile, and then select .
  2. Select Delete at the bottom of the Configure tile window, and then confirm.
    configure tile screen with properties tab showing and delete option highlighted

Add a tile to a report

You can add an unlimited number of tiles, but a maximum of 100 will display in a single report.

  1. Select the report that will contain the new tile from the Analytics navigation.
  2. Select Add metric at the top of the page to open the Metrics library. Depending on your subscription, you can select from a number of libraries using the options at the top of the window.
    analytics metrics library showing available metrics with add new metric button
  3. From the Metrics library, select a social network and browse for a metric or use the search bar to search for specific metrics (like those beginning with the word 'Post'). For a description of each metric, see Metrics in Analytics.
  4. Tip: Not sure which metrics to add to your report? Select Recommended on the left to view a list of recommendations. These are based on the metrics in your report or, if your report is empty, on the most popular social metrics. Recommendations will adjust to every new metric you add to your report.

  5. Once you have identified the metric you want to add, you can customize the tile before inserting it into your report. Select Customize to enter a new title for the tile, select a compare or sort by option, change the visualization type (see Visualizations in Analytics reports), or select a different size for your tile. If your data isn't displayed, increase your tile size.
  6. Note: Customers with Impact can also add their Adobe Analytics and Google Analytics accounts to Hootsuite and track important metrics for organic and paid posts on social. Note that selecting Twitter and LinkedIn displays results for both organic and paid posts. Because Impact attributes data to a specific domain, we can’t differentiate between the results generated by organic and paid posts.

  7. Add the metric to your report. When you add a metric to your report, the Metrics library remains open so you can select additional metrics to add to your report. When you have finished adding metrics, close the Add a new metric window.

Delete a report

Deleting a shared report will delete it from all user accounts with access to that report.

  1. Depending on your plan type, you have the following options:
    • Select the report from the Analytics navigation, select More actions, and then select Delete report.
      more actions selected with delete report option highlighted
    • Select See all reports from the Analytics navigation, select More actions next to the report you want to delete, and then select Delete.
      list of reports with more options and delete button highlighted

For detailed instruction on creating reports, see Create a new report in Analytics.

Export or schedule an export of Analytics data

Export or schedule exports of your overview and custom reports, and your Post Performance view to share your metrics. You can export reports as needed, or set up a recurring email export.

Export a report

  1. Go to Analytics , and then open the report.
  2. Select a time frame for the report on the top right.
  3. Select More export options next to Export, and then select an export option. Stay on the reports page until the report begins to download.
    export selected showing export options

Report exports are automatically sent to your email address when they are ready to download. To download the report in Hootsuite, stay on the reports page and a message will display with the download link. Select Download report to download your report.

download report

Schedule an email export

Schedule reports to be automatically sent to your email.

  1. Go to Analytics , and then open the report.
  2. Select a time frame for the report.
  3. Select More export options next to Export, and then select New scheduled export.
    export options highlighting new scheduled export button
  4. Select an export format and frequency, and then enter the names or emails of your recipients. For added security, you can send the report as a password-protected ZIP file.
  5. Select Schedule.

For detailed instructions on exporting and scheduling reports, see Export an Analytics report.

Share an Analytics report

Reports can be shared with other users in your organization, so you can monitor the same Analytics data and collaborate on it in real-time. When a user modifies a shared report, the changes are instantly reflected in all accounts that have access to that report. Likewise, deleting a shared report from one account will remove it from all accounts that have access to that report.

You can assign Read or Edit access to shared reports. Users with Edit access have the same permissions as the report author, including being able to share, modify, and delete the report. There is no limit to the number of users who can share a report. To share a report:

  1. Go to Analytics and open the report.
  2. Select Share with teammates at the top of the page.
  3. Enter the name or email of the person you are sharing the report with, and then select them from the list.
  4. Enter a note to the recipient (optional), select whether they will have Read or Edit access to the report, and then select Share.

The recipient will receive an email notifying them that they have access to the report.