Metrics in Analytics

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

Every analytics report in Hootsuite 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, and Amplify. Learn how to add metrics to your report.

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

• Explore ways to visualize your data
• Customize the metric tiles in a report

Find out more about how Hootsuite collects and stores metrics data.

The following metrics are available in Hootsuite:

•   Facebook
•   Instagram Business
•   Facebook and Instagram ads
•   X (formerly Twitter)
•   X (formerly Twitter) ads
•   LinkedIn
•   LinkedIn ads
•   TikTok
•   Pinterest
•   YouTube
•   Multiple networks
•   Competitors
•   Amplify
•   Inbox 2.0
•   Team
•   Insights, powered by Brandwatch

How does Hootsuite 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.

Hootsuite 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 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.’