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  Article updated: September 13, 2021

Metrics in Analytics

With Hootsuite Analytics, you can measure organic, owned, and earned metrics on Facebook, Twitter, LinkedIn, and Instagram. Metrics are quantitative measurements of data that tell you how your social media efforts performed during a specific timeframe.

Every report in Analytics is made up of metrics. You can use the Metrics Library to select, collect, and display the metrics you want to measure in your reports across Analytics, Insights, Insights powered by Brandwatch, Team Performance, Amplify, and Impact.

Analytics also provides numerous visualization options you can choose to display your metrics. See:

For additional information on how Analytics retrieves metrics data, see Overview of Analytics.

Plans: Unless otherwise indicated, metrics in this article are available to Team, Business, and Enterprise plan members. These plan members can create custom reports and customize data in overview reports. Business and Enterprise customers can filter some metrics by tag, and Enterprise customers can filter some metrics by campaign.

For a list of metrics that Professional and Legacy Pro plan members can view in overview reports, see View an Analytics report.

This article provides a complete list of metrics available in Analytics and a description of the data captured by each metric.

Twitter metrics

Ow.ly metrics are listed under the Twitter metrics in the metrics library, because the data is associated with the Twitter/Ow.ly account used to shorten the link. Set that Twitter account as the data source to view all associated ow.ly link data.

Twitter metrics
MetricDescriptionCompare byFilter by
Post key interactionsThe total number of interactions (retweets, replies, and likes) received for the tweets published in the selected time frame.Account, TypeAccount
FollowersThe number of people following your Twitter accounts.AccountAccount
Net new followersThe increase or decrease in the number of people who are following your Twitter accounts (the difference between the last day and the first day of the time frame).AccountAccount
Inbound messagesThe total number of inbound messages (mentions and direct messages) received by your Twitter accounts.Account, Country, Language, Gender, Topics, Type, Tag, SentimentAccount, Tag
Inbound messages tableA list of every mention and direct message received by your Twitter accounts, including sentiment, location, gender, and language data.-Account, Tag
MentionsThe number of tweets where your Twitter handles are specified. This includes @mentions, replies, and old-style (RT) retweets.AccountAccount
Post likesThe number of likes received on all tweets published during the selected time frame.Account, Tag, CampaignAccount, Tag, Campaign
Post repliesThe number of replies to your tweets. Retweets and mentions are not part of this number.Account, Tag, CampaignAccount, Tag, Campaign
Post retweetsThe number of retweets received on all tweets published during the selected time frame.Account, Tag, CampaignAccount, Tag, Campaign
Received DMsThe number of direct messages received by your Twitter accounts.AccountAccount
TweetsThe number of tweets published from your Twitter accounts, including replies.Account, Tag, Campaign, TopicsAccount, Tag, Campaign
Tweets tableA list of tweets published by your Twitter accounts, with their engagement metrics (retweets, replies, likes).-Account, Tag, Campaign
Tweets with Ow.ly clicks tableA list of tweets published by your Twitter accounts, with their Ow.ly link click metrics.-Account, Tag, Campaign
Post trafficThe number of clicks on all Ow.ly links and vanity URLs included in the tweets published during the selected date range.AccountAccount, Tag, Campaign
Top tweetsThe one or three top-performing tweets and replies published from your Twitter accounts.Likes, Retweets, RepliesAccount, Tag, Campaign
Ow.ly metrics
Shortened linksThe total number of Ow.ly links that were shortened using an Ow.ly account. A shortened link must receive at least one click to be included in this number.AccountAccount
Total clicksThe total number of clicks on all Ow.ly links created using your Twitter accounts.Account, Referrer, CountryAccount

Facebook Page metrics

Facebook imposes the following restrictions on retrieving metrics:

  • Most Facebook metrics come from Facebook Insights, which are only updated once a day.
  • Facebook Pages require at least 30 likes before Facebook can return any analytics for them.
Facebook Page metrics
MetricDescriptionCompare byFilter by
Check-insThe number of times people checked in at your Facebook places.PagePage
Page engagement (all)The total number of interactions (reactions, comments, and shares) received by your Pages’ posts as well as by other posts on Facebook that mention your Pages (that is, reactions to user check-ins, event responses, mentions, likes of your Pages, and more).Page, TypePage
FansThe number of likes your Facebook Pages have at any moment.Page, City, Language, Gender, Age, CountryPage
Fans onlineThe total number of fans who were online during the selected date range, broken down by day of the week and time of day. When you select more than a week, it displays the average number of fans. All times are in GMT.-Page
New fansThe number of new likes of your Pages gathered over a period of time.Page, SourcePage
Lost fansThe number of unlikes of your Pages gathered over a period of time.PagePage
Inbound messagesThe total number of inbound messages received by all your Facebook Pages (comments, posts by others, PMs, and posts that tag your Page). Does not include comments from the author of the post.Page, Language, Sentiment, Gender, Topics, Tag, TypePage, Tag
Inbound messages tableA list of inbound messages received on your Pages (comments, posts by others, PMs, and posts that tag your Page), including sentiment, gender, and language data. Does not include comments from the author of the post.-Page, Tag
Negative actionsThe number of hide, hide all, report as spam, or unlike Page actions taken towards your Pages.Page, TypePage
Negative feedback rateThe daily proportion of people who took a negative action (hide, report as spam, unlike) on any Page content, as a percentage of the total number of people who saw it.PagePage
Page viewsThe number of times each of your Pages' tabs (Timeline, About, Photos etc.) has been viewed.-Page
Page content clicksThe number of clicks on any of your Pages' posts (link clicks, photo views, video plays, clicks that generated stories).Page, TypePage
Page engaged usersThe daily number of people who engaged with content from your Facebook Pages (clicked, liked, shared, or commented).PagePage
Page engagement rateThe daily proportion of people who engaged with any content from your Pages (clicked, liked, shared, or commented), as a percentage of the people who saw it.PagePage
Page impressionsThe total number of times any organic or paid content from your Page or about your Page appeared on someone's screen. Content can include posts, check-ins, ads, stories from friends who interacted with your Page, and more.Page, OriginPage
Page reactions (all)The total number of reactions to your Pages’ posts as well as to other posts on Facebook that mention your Pages (that is, reactions to user check-ins, event responses, mentions, likes of your Pages, and more).Page, TypePage
Page comments aAll)The total number of comments on your Pages’ posts as well as on other posts on Facebook that mention your Pages (that is, reactions to user check-ins, event responses, mentions, likes of your Pages, and more).PagePage
Page shares (all)The total number of shares of your Pages’ posts as well as of other posts on Facebook that mention your Pages (that is, reactions to user check-ins, event responses, mentions, likes of your Pages, and more).PagePage
Received PMsThe number of private messages received by your Facebook Pages.PagePage
Referral trafficThe daily amount of traffic from the top referring external domains that send visitors to your Facebook Pages.-Page
Total reachThe daily number of unique Facebook users who have seen any content associated with your Pages (posts, posts to your Page, Page like ads, mentions, check-ins).Page, Country, Age, GenderPage
Virality rateThe percentage of the total impressions that were viral (that is, the number of times content from your Pages was displayed due to your audience's reactions, comments, and shares).PagePage
Page video viewsThe number of times your Pages' videos have been viewed for longer than three seconds.Page, Manual and Auto Play, Unique and Repeat, Organic and PaidPage
Page 30-second video viewsThe number of times your Pages' videos have been viewed for longer than 30 seconds (or to the end if shorter).Page, Manual and Auto Play, Unique and Repeat, Organic and PaidPage
Post trafficThe number of clicks on all Ow.ly links included in the posts published during the selected date rangePagePage, Tag, Campaign
PostsThe number of posts that have been published to a Facebook page over the selected period.Page, Tag, Campaign, TopicsPage, Tag, Campaign
Post clicksThe number of times people click inside your posts without generating a story.Page, Tag, CampaignPage, Tag, Campaign
Posts tableA list of posts published by your Facebook Pages and all of their lifetime engagement metrics (reactions, comments, shares).-Page, Tag, Campaign
Posts with Ow.ly clicks tableA list of posts published by your Facebook Pages with their Ow.ly link click metrics.-Page, Tag, Campaign
Post engaged fansThe total number of Page fans who engaged with your posts.Page, Tag, CampaignPage, Tag, Campaign
Post engagement rateThe daily proportion of people who engaged with your posts (clicked, liked, shared, or commented), as a percentage of the total number of people who saw your posts.-Tag, Campaign
Post engaged usersThe total number of unique users who liked, shared, commented, or clicked inside your posts (not including clicks that generate stories).Page, Tag, CampaignPage, Tag, Campaign
Post impressionsThe number of times your Page’s posts appeared on someone’s screen. Posts include statuses, photos, links, videos, and more.Page, Tag, CampaignPage, Tag, Campaign
Post organic impressionsThe number of times your Page’s organic posts appeared on someone’s screen. Posts include statuses, photos, links, videos, and more.Page, Tag, CampaignPage, Tag, Campaign
Post paid impressionsThe number of times your Page’s ads or sponsored posts appeared on someone’s screen.Page, Tag, CampaignPage, Tag, Campaign
Post viral impressionsThe total number of impressions of your posts in a story published by a fan of your Page.Page, Tag, CampaignPage, Tag, Campaign
Post likesThe total number of unique users who liked your posts.Page, Tag, CampaignPage, Tag, Campaign
Post link clicksThe total number of clicks on links from your posts (that did not generate a story).Page, Tag, CampaignPage, Tag, Campaign
Post commentsThe total number of unique comments on your posts.Page, Tag, CampaignPage, Tag, Campaign
Post other actionsThe total number of actions taken inside your posts, that did not generate a story (for example, hovering).Page, Tag, CampaignPage, Tag, Campaign
Post photo viewsThe total number of clicks on photos in your posts (that did not generate a story).Page, Tag, CampaignPage, Tag, Campaign
Post reachThe total number of people who have seen your posts.Page, Tag, CampaignPage, Tag, Campaign
Post organic reachThe total number of people who have seen your posts in their newsfeed, or on your Page's Timeline.Page, Tag, CampaignPage, Tag, Campaign
Post paid reachThe total number of people who have seen your posts in a sponsored story.Page, Tag, CampaignPage, Tag, Campaign
Post viral reachThe total number of people who have seen your posts in a story generated by a fan of your Page.Page, Tag, CampaignPage, Tag, Campaign
Post sharesThe total number of unique shares of your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactionsThe total number of unique reactions to your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: AngerThe total number of "Anger" reactions to your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: HahaThe total number of "Haha" reactions to your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: LikeThe total number of "Like" reactions to your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: LoveThe total number of "Love" reactions to your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: OtherThe total number of other types of reactions to your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: SorryThe total number of "Sorry" reactions for your posts.Page, Tag, CampaignPage, Tag, Campaign
Post reactions: WowThe total number of "Wow" reactions for your posts.Page, Tag, CampaignPage, Tag, Campaign
Post video lengthThe total length of your video posts.Page, Tag, CampaignPage, Tag, Campaign
Post video playsThe total number of times your videos have been played from your posts without generating a story.Page, Tag, CampaignPage, Tag, Campaign
Post video reachThe total number of people who have seen your videos at least once.Page, Tag, CampaignPage, Tag, Campaign
Post video viewsThe total number of times your videos have been viewed for more than three seconds.Page, Tag, CampaignPage, Tag, Campaign
Post video views (auto-play)The total number of times your videos have been viewed for more than three seconds, after they started playing automatically.Page, Tag, CampaignPage, Tag, Campaign
Post video views (click-to-play)The total number of times your videos have been viewed for more than three seconds, after people clicked to play them.Page, Tag, CampaignPage, Tag, Campaign
Post video views (sound-on)The total number of times your videos have been viewed for more than three seconds with the sound on.Page, Tag, CampaignPage, Tag, Campaign
Post video watch durationThe total time your videos have been viewed, including replays and views less than three seconds.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds video viewsThe total number of times your videos have been viewed for more than 10 seconds.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds organic video viewsThe total number of times your videos have been viewed for more than 10 seconds, without paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds paid Video ViewsThe total number of times your videos have been viewed for more than 10 seconds, with paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds video ReachThe total number of people who have viewed your videos for more than 10 seconds.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds video views (auto-play)The total number of times your videos have been viewed for more than 10 seconds, after they started playing automatically.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds video views (click-to-play)The total number of times your videos have been viewed for more than 10 seconds, after someone clicked to play them.Page, Tag, CampaignPage, Tag, Campaign
Post 10-seconds video views (sound-on)The total number of times your videos have been viewed for more than 10 seconds with the sound on.Page, Tag, CampaignPage, Tag, Campaign
Post 30-seconds organic video viewsThe total number of times your videos have been viewed for more than 30 seconds, without paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post 30-seconds paid video viewsThe total number of times your videos have been viewed for more than 30 seconds, with paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post 30-seconds video reachThe total number of people who have viewed your videos for more than 30 seconds.Page, Tag, CampaignPage, Tag, Campaign
Post 30-seconds video views (auto-play)The total number of times your videos have been viewed for more than 30 seconds after they started playing automatically.Page, Tag, CampaignPage, Tag, Campaign
Post 30-seconds video views (click-to-play)The total number of times your videos have been viewed for more than 30 seconds after someone clicked to play them.Page, Tag, CampaignPage, Tag, Campaign
Post organic video reachThe total number of people who have viewed your videos for more than three seconds.Page, Tag, CampaignPage, Tag, Campaign
Post organic video viewsThe number of times your organic videos have been viewed for longer than three seconds.Page, Tag, CampaignPage, Tag, Campaign
Post organic video watch durationThe total time your videos have been viewed, without paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post complete organic video reachThe total number of people who have viewed your videos for more than 95% of their duration, without paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post complete organic video viewsThe total number of times your videos have been viewed for more than 95% of their duration, without paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post paid video reachThe total number of people who have viewed your videos at least once.Page, Tag, CampaignPage, Tag, Campaign
Post paid video viewsThe total number of times your paid videos have been viewed for longer than three seconds.Page, Tag, CampaignPage, Tag, Campaign
Post complete paid video reachThe total number of people who have viewed your videos for more than 95% of their duration, with paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Post complete paid video viewsThe total number of times your videos have been viewed for more than 95% of their duration, with paid promotion.Page, Tag, CampaignPage, Tag, Campaign
Video views tableA summary of your view metrics for all videos uploaded to your Facebook Pages.-Page, Tag, Campaign
Top postsA visual representation of your top-performing Facebook Page posts.Link Clicks, Reactions, Likes, Shares, Other Actions, Reach, Comments, Clicks, Photo Views, Engaged Fans, Engaged Users, Impressions, Engagement Rate, Video ViewsPage, Tag, Campaign

Instagram Business metrics

To collect analytics data for Instagram, you must have an Instagram Business profile connected to a Facebook Page (see Overview of Instagram profiles). Note that Hootsuite Analytics does not support IGTV or Instagram Reels.

Instagram business metrics
MetricDescriptionCompare byFilter by
AudienceThe total number of followers broken down by city, country, language, gender, and age. Does not include current day's data or data from paid promotion.City, Country, Language, Gender, AgeAccount
CallsThe number of taps on the call link in your profile, without paid promotion.AccountAccount
EmailsThe number of taps on the email link in your profile, without paid promotion.AccountAccount
FollowersThe total number of people following your Instagram accounts.AccountAccount
Followers onlineThe total number of followers who were online during the selected date range, broken down by day of the week and time of day. When you select more than a week, it displays the average number of followers. All times are in GMT.-Account
Get directionsThe number of taps on the directions link in your profile, without paid promotion.AccountAccount
Inbound messagesThe total number of inbound messages (comments posted by others) received by all your Instagram accounts.Account, Sentiment, Language, Gender, TopicsAccount
Inbound messages tableThe list of inbound messages (comments posted by others) received by your Instagram accounts, analyzed by sentiment, gender, and language.-Account
New followersThe number of new followers gained per day in the selected date range, without paid promotion.AccountAccount
Post commentsThe total number of comments on the organic posts published in the selected date range.Campaign, Account, Type, TagAccount, Tag, Campaign
Post engagementThe total number of likes and comments received by your organic photo, video, or carousel posts published in the selected time frame.Campaign, Account, Type, TagAccount
Post engagement rateThe total number of likes and comments received by your posts divided by the number of people who viewed your posts, represented as a percentage value.Campaign, Account, Type, TagAccount, Tag, Campaign
Post impressionsThe total number of times your organic photo, video, or carousel post was shown to users on Instagram.Campaign, Account, Type, TagAccount, Tag, Campaign
Post likesThe number of unique accounts that liked your organic post. Does not include likes received after a post was sponsored.Campaign, Account, Type, TagAccount, Tag, Campaign
Post reachThe total number of unique accounts that have seen your organic photo, video, or carousel post.Campaign, Account, Type, Tag-
Post savesThe total number of unique accounts that have saved your organic photo, video, or carousel post.Campaign, Account, Type, Tag-
Post video viewsThe total number of times your organic video post has been viewed for three seconds or longer. Returns 0 for videos shared in a post with multiple photos and videos.Campaign, Account, TagAccount, Tag, Campaign
PostsThe total number of posts published to your Instagram accounts.Campaign, Account, Type, TagAccount, Tag, Campaign
Posts tableA list of posts published to your Instagram accounts, including their organic engagement metrics (that is, likes and comments).-Account, Tag, Campaign
Profile impressionsThe total number of times your organic posts appeared on people’s screens on Instagram. Does not include Profile visits.AccountAccount, Tag, Campaign
Profile reachThe total number of people that have seen your organic posts.AccountAccount, Tag, Campaign
Profile visitsThe number of people that have visited your Instagram profile within the selected time frame, without paid promotion.AccountAccount
Received DMsThe number of direct messages received by your Instagram accounts.AccountAccount
TextsThe number of taps on the text message link in your profile, without paid promotion.AccountAccount
Top postsThe best performing posts on all your Instagram accounts.-Account, Tag, Campaign
Video views tableThe list of videos published by your Instagram accounts, with their viewing stats.-Account, Tag, Campaign
Website clicksThe number of taps on the website link in your profile, without paid promotion.AccountAccount

LinkedIn Page metrics

Note that Hootsuite does not support stories for LinkedIn Pages.

LinkedIn Page metrics
MetricDescriptionCompare byFilter by
Page engagementThe total number of likes, comments, and shares received on content associated with your Pages.Page, TypePage
FollowersThe total number of followers for your Pages.PagePage
Page clicksThe number of clicks on any of your Page's posts in the selected time frame.PagePage
Page commentsThe total number of comments received on your Pages' posts in the selected time frame.PagePage
Page engagement rateThe total number of clicks, likes, comments, and shares on your Page's content, and followers acquired from Sponsored updates, divided by the number of impressions (represented as a percentage value).PagePage
Page impressionsThe total number of times your Pages' posts were shown to LinkedIn members.PagePage
Page reactionsThe number of reactions on your Pages' posts in the selected time frame.PagePage
Page reachThe number of unique LinkedIn users who have seen your Pages' posts.PagePage
Page sharesThe total number of times your Page's posts were shared in the selected time frame.PagePage
Post time watchedThe time people spent viewing and replaying your videos.PagePage
Post time watched for video viewsThe time people spent viewing and replaying your videos, for video views longer than three seconds.PagePage
Post video viewersThe total number of people who have viewed your videos.PagePage
Post video viewsThe number of times your videos have been viewed for at least three seconds, not including replays.PagePage
Post trafficThe number of clicks on all Ow.ly links included in the posts published during the selected date range.PagePage, Tag, Campaign
PostsThe total number of posts published to your Pages.Page, Tag, CampaignPage, Tag, Campaign
Post clicksThe total number of clicks on the posts published during the selected time frame.Page, Tag, CampaignPage, Tag, Campaign
Post commentsThe total number of comments on your Pages' posts in the selected time frame. This does not include comments received after a post was sponsored.Page, Tag, CampaignPage, Tag, Campaign
Post engagement rateThe number of interactions, clicks, and followers acquired from Sponsored updates, divided by the number of impressions (represented as a percentage value).Page, Tag, CampaignPage, Tag, Campaign
Post impressionsThe number of times your posts appeared on someone's screen on LinkedIn.Page, Tag, CampaignPage, Tag, Campaign
Post reactionsThe total number of reactions to your Pages' posts.Page, Tag, CampaignPage, Tag, Campaign
Post sharesThe number of times people shared your posts.Page, Tag, CampaignPage, Tag, Campaign
Posts tableA list of all posts published by your Pages, including their engagement metrics (that is, reactions, comments, shares, and clicks).-Page, Tag, Campaign
Posts with Ow.ly clicks tableA list of posts published on your Pages with their Ow.ly link click metrics.-Page, Tag, Campaign
Top postsThe top-performing posts published to your LinkedIn Pages.Reactions, Comments, Shares, Clicks, Impressions, Engagement RatePage, Tag, Campaign
Video views tableA summary of your view metrics for all videos uploaded to your LinkedIn Pages.Date, Views, Viewers, Time watched, Time watched for video viewsPage, Tag, Campaign

LinkedIn profile metrics (available to Business and Enterprise plans)

LinkedIn Profile metrics
MetricDescriptionCompare byFilter by
ConnectionsThe total number of connections for your profiles.ProfileProfile
Post commentsThe total number of comments and replies to your profiles' posts in the selected time frame.Profile, Tag, CampaignProfile, Tag, Campaign
Post reactionsThe total number of reactions to your profiles' posts in the selected time frame.Profile, Tag, CampaignProfile, Tag, Campaign
Post trafficThe number of clicks on all Ow.ly links included in the posts published during the selected date range.ProfileProfile, Tag, Campaign
PostsThe total number of posts published by your profiles.Profile, Tag, CampaignProfile, Tag, Campaign
Posts tableThe list of all posts published by your profiles, along with their engagement metrics.-Profile, Tag, Campaign
Posts with Ow.ly clicks tableThe list of posts published by your profiles, along with their Ow.ly link click metrics.-Profile, Tag, Campaign
Top postsThe top-performing posts published to your LinkedIn profiles.Reactions, CommentsProfile, Tag, Campaign

Team metrics (available to Enterprise team admins)

Note that as of March 15, 2021, the Team Performance report and reports with Team data in Analytics will no longer track Facebook mentions and Twitter searches from Streams. While you can continue to view and interact with these posts, Analytics will no longer track these interactions in your Team data.

Team metrics
MetricDescriptionCompare byFilter by
Assignments createdThe total number of assignments created on messages published in the selected time frame.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Assignments resolvedThe total number of resolved assignments on messages published in the selected time frame.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Conversation threadsThe total number of conversations carried out by the teams you manage. A conversation is a thread of messages.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
First response timeThe average time for your teams to send a first reply for all social messages (with or without assignment).Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
First responses tableThe list of conversations replied to by the teams you manage, with details about the first reply that was sent (with or without assignments).-Team, Team Account, Member, Message Type, Network Type, Tag
Handling timeThe average time for an assignment to be closed, from the time it is opened.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Overall response timeThe average time for your teams to send a reply for all social messages (with or without assignment).Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Overall responses tableThe list of all replies sent by the teams you manage, with details about the response time for each one (with or without assignments).-Team, Team Account, Member, Message Type, Network Type, Tag
Pickup timeThe average time to create an assignment from Hootsuite Streams. Returns a single value for all assignments.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Published messagesThe total number of social messages (public and private) sent through Hootsuite by the teams you manage.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Resolution timeThe average time to close an assignment based on the publishing date of the assigned message.Social Account, Member, Tag, Team, Message TypeTeam, Team Account, Member, Message Type, Network Type, Tag
Resolved assignments tableA table of every resolved assignment created in the selected time frame, including pickup, handling, and resolution times.-Team, Team Account, Member, Message Type, Network Type, Tag

Insights, powered by Brandwatch metrics (available to Business and Enterprise plans)

Insights metrics
MetricDescriptionCompare byFilter by
Mention countsThe total number of mentions captured by your search on Insights.Sentiment, Emotion, Gender, Country, Platform, Net Sentiment, SourceSentiment, Gender, Platform, Emotion, Country, Language
Mention topicsThe most frequently used terms and phrases within the mentions in your search results.-Sentiment, Gender, Platform, Emotion, Country, Language
Mentions tableThe mentions from your search results, listed by platform, reach, location, gender, sentiment, and emotion.-Date, Platform, Content, Reach, Country, Gender, Sentiment, Emotion
Top measuresThe top authors of the mentions from your search results, along with their interests, and the top hashtags, sites, and shared links in their mentions.Shared URLs, Sites, Authors, Hashtags, Interests, LanguagesSentiment, Gender, Platform, Emotion, Country, Language

Amplify metrics

Amplify metrics (available to Enterprise Amplify admins)

Amplify metrics
MetricDescriptionCompare byFilter by
Active usersThe number of people who logged in, navigated through Amplify, or shared posts during the selected time frame.
-Team
Adoption rate The proportion of active users as a percentage of the users who signed up for Amplify.-Team
Facebook commentsThe number of comments on all Facebook shares.Member, Topic nameTeam
Facebook reactionsThe number of reactions on all Facebook shares.Member, Topic nameTeam
Facebook shares on AmplifyThe number of shares of Amplify posts to Facebook.Member, Topic nameTeam
LinkedIn commentsThe number of comments on all LinkedIn shares.Member, Topic nameTeam
LinkedIn likesThe number of likes on all LinkedIn shares.Member, Topic nameTeam
LinkedIn shares on AmplifyThe number of shares of Amplify posts to LinkedIn.Member, Topic nameTeam
Ow.ly clicksThe number of clicks on all the Ow.ly links shared.-Team
Posts publishedThe total number of posts published to Amplify. Cannot be filtered by team.Member, Topic name-
Potential ad value The estimated paid social ad value of published posts during the selected time frame. The potential reach will be divided by 1000 and multiplied by a fixed CPM (cost per thousand) of $12.- -
Potential reachThe potential number of people who saw Amplify posts.
Member, Network type, Team, Topic nameTeam
ReadsThe number of clicks articles (mobile app) or article links (desktop app) to read them.Member, Topic nameTeam
SharesThe number of shares of your posts.
Member, Network type, Team, Topic name, SourceTeam
Sign up rateThe proportion of user sign-ups as a percentage of the users invited.-Team
Suggested postsThe total number of posts suggested by the members of your organization.
Member, TeamTeam
Top posts by reachThe top 100 Amplify posts by reach.Date, Shares, ReachTeam
Top posts by Facebook engagementThe top Amplify posts with the highest engagement on Facebook.Date, Shares, Likes, RepliesTeam
Top posts by LinkedIn engagementThe top Amplify posts with the highest engagement on LinkedIn.Date, Shares, Likes, RepliesTeam
Top posts by Twitter engagementThe top Amplify posts with the highest engagement on Twitter.Date, Shares, Likes, Replies, RetweetsTeam
Twitter likesThe number of likes on all Twitter shares.Member, Topic nameTeam
Twitter repliesThe number of replies on all Twitter shares.Member, Topic nameTeam
Twitter retweetsThe number of retweets on all Twitter shares.Member, Topic nameTeam
Twitter shares on AmplifyThe number of shares of Amplify posts to Twitter.Member, Topic nameTeam
User activity A list of all the members in your organization, along with information about who has signed up or been active on Amplify.-Team
Users invitedThe number of users added to your organization to date.
TeamTeam
Users signed upThe number of users who have logged into Amplify at least once.
TeamTeam
Users who sharedThe number of users who shared a post in the selected time frame.-Team

Amplify Leaderboard metrics (available to Amplify users with access to Analytics)

Amplify metrics
MetricDescriptionCompare byFilter by
SharesThe total number of posts shared to your social networks.Member-
ReachThe total number of people that have seen your posts.Member-
ClicksThe total number of clicks, reactions, comments, and actions taken on your shared posts.Member-
Facebook postsThe number of Amplify posts shared to your Facebook account.Member-
Facebook commentsThe number of comments received by on your Facebook account.Member-
Facebook reactionsThe number of reactions to your Facebook shares.Member-
Twitter tweetsThe number of Amplify posts shared to your Twitter account.Member-
Twitter retweetsThe number of retweets on your Twitter shares.Member-
Twitter repliesThe number of replies to your Twitter shares.Member-
Twitter likesThe number of likes on your Twitter shares.Member-
LinkedIn postsThe number of Amplify posts shared to your LinkedIn account.Member-
LinkedIn commentsThe number of comments received on your LinkedIn shares.Member-
LinkedIn likesThe number of likes received on your LinkedIn shares.Member-

How does Hootsuite Analytics determine sentiment?

The accuracy of data returned from language and sentiment classification algorithms varies. Algorithms are built by analyzing a sample of millions of comments and replies that have been categorized for language and sentiment. The software uses pattern-recognition to classify data by matching it to existing patterns.

In certain industries, a general detection set may not match new data with accuracy, especially for sentiment. For example, "This drug can be deadly if overdosed" is a neutral statement when used in a medical context. However, it may be classified as negative based on pattern-matching.

Analytics analyzes mentions and predicts sentiment in 18 languages: Arabic, Chinese, Danish, Dutch, English, French, German, Hebrew, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, and Turkish.

How does Hootsuite Analytics determine gender?

Hootsuite determines gender by comparing the author name to a database of names, then classifying it using common patterns. If a name is commonly found to be a name for both a male or female, Hootsuite classifies the gender as ‘unknown.’

Ad performance metrics

See the Metrics in advertising performance library (opens in a new tab) for a list of metrics available for your Facebook and Instagram campaigns, ad sets, and ads.

Impact metrics (available to Enterprise users with Impact accounts)

See the Impact metric library for a list of Impact metrics.

Learn more