Article updated: April 13, 2023
Metrics in Analytics
With Hootsuite Analytics, you can measure organic, owned, and earned metrics on Facebook, Instagram, LinkedIn, TikTok, and Twitter. Metrics are quantitative measurements of data that tell you how your social media efforts performed during a specific time frame.
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, Inbox 2.0, Insights powered by Brandwatch, Team Performance, Amplify, and Impact. Learn how to add metrics to your report.
Analytics also provides numerous visualization options you can choose to display your metrics. See:
Find out more about how Analytics collects and stores metrics data.
Plans: Unless otherwise indicated, metrics in this article are available to Professional, 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.
The following metrics are available in Analytics:
- Facebook Page
- Instagram Business
- Facebook and Instagram ads
- Twitter - Ow.ly metrics are listed here because the data is associated with the Twitter/Ow.ly account used to shorten the link.
- LinkedIn ads
- TikTok Business
- Multiple networks
- Inbox 2.0
- Insights, powered by Brandwatch
Download an XLSX with all of the metrics in Analytics
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.’
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