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  Article updated: November 26, 2021

Get started with Analytics

You can use Analytics to measure the 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.

introduction to hootsuite analytics video

Open and display an Analytics report

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

Watch How to use reports in Hootsuite Analytics to learn how to work with reports in Analytics. Visit Hootsuite Academy to watch more videos, take courses, or earn industry-recognized certifications.

Analytics reports display your social data in tiles. 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 the social networks. Note, some social networks only update metrics every 24 hours.

  1. Go to Analytics.
  2. If the Analytics navigation is not visible, select Expand navigation, and then select All reports.
    Analytics navigation with reports area highlighted
  3. Select a report from the reports list to open it.

For more information, see Manage your Analytics reports.

Select your social network and accounts

You can run reports on one or more of your social accounts. Select a social network and social accounts at the top to search for and select social accounts. If your report contains other data sources, select Filter to 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 results between the current month and the previous month. You can use date range comparisons with Line, Number, List, and Column visualizations.

  1. Select Change date range to choose a date range.
    • To display a date range, select a date range option, and then select Set.
    • To compare two time frames, select a date range, and then select Compare with another period. Next, 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 many templates to choose from. 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.

Configure a tile in the report

You can configure tiles to display aggregated or comparative data. You can also choose 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 up to 100 tiles.

Select the social accounts to display in each tile or select them at the report level for every tile in the report.

Reorder and view metrics information for a tile

Reorder tiles or display more 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 learn more about the metric:
    • The name and description of the metric.
    • The type of metric (post level or Page level). Learn more about these two types of metrics.
    • The type of post (organic or promoted). Promoted posts can be Facebook boosted posts, Twitter promoted posts, or LinkedIn sponsored posts.
    • The social network.
    • The time zone in which we collect the data from the social network. For example, we collect and display data from Facebook in Pacific Daylight Time (PDT).
    • The data provider.
      analytics report tile with info button selected showing information about the metrics used in the tile

Configure the tile properties

Use these 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.
  3. Enter a new title for the tile, select a compare or sort by option, or change the visualization type. You can also 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.

Edit the data displayed in the tile

  1. Point to a tile, and then select .
  2. Select Data.
  3. Change 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, 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 single report displays up to 100 tiles.

  1. Select the report that will contain the new tile from the Analytics navigation.
  2. Select Add metric to open the Metrics library. Depending on your subscription, you can select from several libraries of metrics.
    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. You can also 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 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've chosen a metric, you can customize the tile before adding it to your report. Select Customize to enter a new title for the tile or select a compare or sort by option. You can also change the visualization type (see Visualizations in Analytics reports) or choose 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 more metrics. 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 All reports and select the report you want to delete. Next, select More actions , and then select Delete.
      more actions selected with delete report option highlighted
    • Select All reports and point to the report you want to delete. Next, select More actions, 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 reports to share your metrics. You can export reports as needed, or set up a recurring email export.

  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 one of the following options:
    • Export the report - Select an export option. Stay on the reports page until the report begins to download. 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. A message will display with the download link.
    • Schedule an email export - Select New scheduled export to schedule a report to be automatically sent to your email. You can 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. When you are ready, select Schedule.

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

Share an Analytics report

Share reports with others in your organization so you can track the same Analytics data and collaborate in real-time. Making changes to a shared report will update it 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 it.

Watch How to share and collaborate with Hootsuite Analytics for a walk-through of sharing a report in Analytics. Visit Hootsuite Academy to watch more videos, take courses, or earn industry-recognized certifications.

You can assign Read or Edit access to shared reports. People with Edit access have the same permissions as the report author. This includes sharing, editing, and deleting 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.
  3. Enter the name or email of the person you are sharing the report with, and then select them from the list.
  4. Add a note for the recipient (optional) and select whether they will have Read or Edit access to the report.
  5. Select Share.

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