Analytics Reports: Points, templates and modules

Analytics reports demonstrate the value of your marketing practices. They compile and visualize your social media data based on the templates and modules selected when the report is built. Custom data can be compiled from sources including Twitter, Google Analytics, Facebook Insights and Ow.ly. Data may also be supplemented with textual commentary.

tip.png Analytics reports can be shared with any Hootsuite user.

 Analytics Points

Most analytics reports require analytics points to build them. Reports use modules and templates that range in point value. On average, 50 analytics points are needed to create one report. This is why additional analytics points (add-on packages) are available in increments of 50 (e.g. 1 report = 50 points; 2 reports = 100 points).

Viewing or editing an existing report does not use points, but adding new modules to an existing report does. Deleting a report will restore your point balance. Restored points can be reused to create new reports.

Hootsuite Free

  • Includes 0 points.
  • Two reports can be active (created) at one time.
  • A plan upgrade is required to purchase analytics points (add-on package).

Hootsuite Pro Monthly

  • Includes 50 points.
  • An optional add-on Package (additional analytics points) can be added, and is a recurring monthly charge.
  • Analytics points added mid-cycle will be charged pro rata (from that date until your billing date), and resume standard billing the following month.
  • Cancelling additional analytics points can be completed from your Billing page, and should be done before your billing date to avoid unwanted charges.
  • Cancelling additional analytics points mid-cycle will result in a prorated account credit.

Hootsuite Pro Annual

  • Includes 50 points.
  • An optional add-on (additional analytics points) can be added at a discounted rate because it is a long-term commitment.
  • Analytics points added mid-cycle will be charged pro rata (from that date until the completion of your one-year plan).
  • Cancelling additional analytics points can be completed from your Billing page, and should be done before your billing date to avoid unwanted charges.
  • Analytics points removed mid-cycle will remain active until the completion of your one-year commitment, without proration.

Hootsuite Enterprise

  • Includes unlimited points.

 Analytics Templates

Analytics report templates are the foundation of custom reports. Each template is pre-built with specific modules to get you started, but can be customized by adding, editing or removing modules.

Templates

Availability

Template

Description

Points

Free

Pro

Enterprise

Custom Report

A blank report template ready for complete customization.

0

Free

Pro

Enterprise

Twitter Profile Overview

Data generated from your Twitter network, includes Twitter: Profile Summary, Twitter: Follower Growth; Twitter: Keyword over time; and Ow.ly: Most Popular Links.

0

Pro

Twitter Engagement – Summary

Data generated from your Twitter network, includes Twitter: Follower Growth – Count; Twitter: Mentions – Count; and Twitter: Retweets – Count.

50

Pro

Enterprise

Twitter Engagement – Detailed

Data generated from your Twitter network, includes Twitter: Follower Growth –Count; Twitter: Mentions – Detailed; and Twitter: Retweets Detailed.

50

Enterprise

Twitter Aggregate

Data generated from your Twitter network, includes Twitter: Follower Growth – Aggregate; Twitter: Mentions – Aggregate; and Twitter: Retweets – Aggregate.

75

Free

Pro

Enterprise

Facebook Page Overview

Data generated from your Facebook Page profile, includes Snapshot: Total Likes, New Likes, Page Engagement, Weekly Total Reach; Daily Likes; and Daily Post Feedback.

0

Pro

Enterprise

Facebook Insights

Data generated from your Facebook Page profile, includes Snapshot: Total Likes, New Likes, Page Engagement, Weekly Total Reach; Daily Post Feedback; Per-Post Metrics Top 10; Likes by Region; Likes by Demographic; Daily Likes; Likes by Language; and Likes by Source.

30

Enterprise

Facebook Aggregate

Data generated from your Facebook Page profile, includes Facebook Insights: Likes – Aggregate; and Compare Public Pages.

15

Pro

LinkedIn Page Insights

Data generated from your LinkedIn network, includes Snapshot: Total Followers, New Followers, Impressions, Engagement; and Company Wide Engagement.

20

Pro

Enterprise

Google Analytics

Data generated from your Google Analytics account, with the option to add Sent Tweets overlay, includes Site Visitors Overview, Sparklines, Regional Site Traffic – Map Overlay, Traffic Sources and Top Content.

50

Free

Pro

Enterprise

Ow.ly Click Summary

Data generated from your Twitter network, includes Ow.ly: Summary Stats; Clicks by Region; Top Referrers; and Most Popular Links.

0

Free

Pro

Enterprise

URL Click Stats – Ow.ly

Data generated from your Twitter network, includes click stats from your Ow.ly, Ht.ly or vanity URL.

0

 Analytics Modules

Analytics modules are the building blocks of reports. Each one displays a specific collection of data. Modules are adjustable and revisable.

 Twitter

Twitter

Availability

Module

Description

Data Collection

Points

Free

Pro

Enterprise

Profile Summary

An overview of the selected Twitter account. Includes followers, following and lists.

Tip: Export this data to a .csv file for long-term benchmarking and analysis.

Begins the date/time the report is created.

Historical data is always a real-time read of data from Twitter.com.

0

Pro

Enterprise

Retweets – Count

A summary graph of retweets for the selected Twitter account and time period. Includes a count and graph.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

Tip: When exporting to PDF, the module will be set to show the top 10 mentions for your brand, based on user Klout score. A .csv export will show all interactions.

25

Pro

Enterprise

Retweets – Detailed

A graph with detailed information about retweets for a selected Twitter account and time period.

Includes a count graph, an aggregate count of top retweeted messages for the selected time period and a list of all of the users who retweeted your messages, including their Klout Score.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

Tip: When exporting to PDF, only the top 10 retweets will be displayed, based on the quantity of retweets. A csv export will show all interactions.

25

Enterprise

Retweets – Aggregate

A graph of retweets for up to 100 Twitter accounts.

A color-coded graph displays when using up to 20 Twitter accounts. For 21+ Twitter accounts, a solid-graph displays.

Tip: When using 21+ Twitter accounts try exporting your report as .csv file. This provides further analysis by listing data in columns.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

25

Pro

Enterprise

Keyword – Count

A graph of Twitter keywords over time.

Shows the frequency of the keyword appearing on Twitter over time.

Also includes a total count of the number of times the keyword appeared on Twitter in total over the time period selected.

A keyword subscription is created as soon as this module is added to a report.

Historical data will not be available unless a different Hootsuite user previously created a report for the same keyword

10

Pro

Enterprise

Mentions – Count

A summary graph of mentions for a selected Twitter account and time period. Includes a count and graph.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

25

Pro

Enterprise

Mentions – Detailed

A graph with detailed information about mentions for a selected Twitter account and time period.

Includes a count, graph and details of the mentions for the time period selected, including a list of all users who mention your account, what they wrote, and their Klout Score.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

25

Enterprise

Mentions – Aggregate

A graph of mentions for up to 100 Twitter accounts.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

25

Pro

Enterprise

Follower Growth – Count

A line graph of Twitter follower growth for a selected Twitter account over a selected time period.

Note: Total Followers in the top-left corner of the module (when a report is created), will always display a current reading of followers.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

Note: Module was released on March 8, 2013. Historical data is not available before this date.

20

Enterprise

Follower Growth – Aggregate

A graph of followers for up to 100 Twitter accounts.

Pro: Begins the date/time the report is created.

Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.

25

Free

Pro

Enterprise

Keyword over time

View Twitter keywords over time for a single Twitter account.

Historical data limited to six days.

0

Pro

Enterprise

Compare Keywords (line)

Compare Twitter keywords over time.

Displays the frequency of your keywords appearing on Twitter over time.

Tip: Comparing various properties, brands, products or keywords can be used to segment data and measure key performance indicators (KPIs).

Begins collecting when a report has been setup for that keyword.

20

Pro

Enterprise

Compare Keywords (stacked)

Compare Twitter keywords over time.

Similar to Compare Keywords (line), but displays your keywords stacked in aggregate.

This is useful for a product line or mentions of related terms that can be stacked. It is also a good module to represent ‘share of voice’ over time.

Begins collecting when a report has been setup for that keyword.

20

Pro

Enterprise

Compare Keywords (pie)

Compare Twitter keywords over time, displayed as a pie chart.

Display what percentage of total mentions for all terms are represented by each keyword (also known as ‘share of voice’).

Begins collecting when a report has been setup for that keyword.

20

Pro

Enterprise

Twitter Sentiment

An analysis of the conversational tone of a keyword search. It reads sentiment from the last 100 tweets in the last 7 days that mention the keyword.

Tip: A valuable metric for benchmarking what people are saying about the keyword on Twitter.

Begins collecting when a report has been setup, but only saves up to the last 100 tweets.

30

 LinkedIn

LinkedIn

Availability

Module

Description

Data Collection

Points

Pro

Enterprise

Snapshot

Summary of LinkedIn Company Page activity.

Includes: Total Followers, New Followers, Impressions, Engagement (Likes, clicks, comments and shares), and percentage increase or decreases for those stats month over month.

A monthly summary of LinkedIn Company Page activity month of month starting with the previous month. Example: If it’s March 28 you will be viewing stats for February with growth percentage compared to January.

Shows month over month growth for the last complete month, as well as the previous month.

10

Pro

Enterprise

Company Update Engagement (Per-Post Metrics)

Update Engagement for your LinkedIn Company Page. This monthly summary is a Company Page’s per-post metrics.

Includes: Date and time of company page posts, the content of the post and the number of people who liked and commented on it.

Clicking the number of likes or comments will also show the users who liked or commented on a post.

Up to 30 days of historical data is available for all pages.

10

 Facebook

Facebook Pages require at least 30 likes before any analytics can be returned for them, the same as on Facebook.com.

important_icon_37x44.png There could be a 24-96 hour delay on some Facebook data, the same as on Facebook.com.

Facebook

Availability

Module

Description

Data Collection

Points

Free

Pro

Enterprise

Snapshot

A summary of Facebook Page activity during a specified date range.

Includes:

Total Likes: Total likes for your Page as of the most recent date of the report. The percentage increase shows the increase of total likes day over day. For example, if the increase says 1% and the total number of likes is 101, then in the last day we saw 1 new like.

New Likes: The number of new likes over a selected time period. The increase number is the daily average growth of likes/fans.

Weekly Total Reach: The number of unique people who have seen any content associated with your Page for the week ending with the selected end date.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

0

Free

Pro

Enterprise

Daily Likes

The number of people who liked or unliked your Page during a specific date range are charted on the same graph.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

0

Pro

Enterprise

Likes by Demographic – Graphical

The number of people who liked your Page broken down by gender and age.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Enterprise

Likes - Aggregate

The number of people who liked or unliked your Facebook Page, across multiple Facebook Pages. *Up to 100 profiles.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

10

Pro

Enterprise

Likes by Demographic – Tabular

The number of people who liked your Page, broken down by gender and age.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Reach by Demographic – Graphical

The number of people who saw any content about your Page for each age and gender bracket.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Likes by Region

The number of people who liked your Page broken down by country.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Reach by Region

The number of people who saw any content about your Page broken down by city.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Likes by Language

The number of people who liked your Page broken down by language.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Per-Post Metrics

Per-post metrics for your Page including Reach, Engaged Users, Talking About This and Virality.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Per-Post Metrics Top 10

The top 10 posts from your Page for the selected metric: Reach, Engaged Users, Talking About This or Virality.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Free

Pro

Enterprise

Daily Post Feedback

Daily likes, comments and shares for posts to your Page, over a specified time period.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

0

Pro

Enterprise

Daily Page Activity

Wall posts, videos and photos posted to your Page over a specified time period.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Compare Public Pages

Compare public Facebook Pages: ‘Page Likes’.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Gender Summary

Overview of male/female distribution of fans for your Page.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

5

Pro

Enterprise

Compare Daily Likes

Compare daily likes of a Page during a specified date range.

Data is available for all Pages going back to Page creation on Facebook.

Data contains information on all Facebook activity, not just those posted on Facebook.

30

 Google Analytics

Google Analytics

Availability

Module

Description

Data Collection

Points

Pro

Enterprise

Site Visitors Overview

See how many visits your website has received. Optional overlay of the number of tweets sent from a handle.

The entire history of the website’s analytics is available.

20

Pro

Enterprise

Regional Site Traffic – Map Overlay

Global heatmap of visitors for the selected Google Analytics website profile, for a specified time period.

The entire history of the website’s analytics is available.

10

Pro

Enterprise

Traffic Sources

Top referring domains for your Google Analytics website profile, for a specified period. Includes: Direct, search and referring traffic source types.

The entire history of the website’s analytics is available.

5

Pro

Enterprise

Top Content

Most popular content, by page URL, for your Google Analytics website profile, for a specified period.

The entire history of the website’s analytics is available.

5

Pro

Enterprise

Sparklines

Vital statistics (Pageviews, visitors, bounce rate, average time on site, percentage of new visitors) for your Google Analytics website profile, for a specified time period.

The entire history of the website’s analytics is available.

10

 Message Tagging

Message Tagging

Availability

Module

Description

Data Collection

Points

Enterprise

Outbound – Message Count & Feedback

A tabular summary of the counts and feedback for the selected outbound tag(s) over a specified time period.

Feedback includes retweets (old and new style) from Twitter and reach/engaged users talking about this from Facebook posts for the selected outbound tag(s) over a specified time period.

Data collection begins when the first message is tagged.

 

Tip: Messages must be tagged at the time they are composed and sent.

20

Enterprise

Outbound – Message Detail & Feedback

A tabular summary of the messages sent and feedback.

Feedback includes retweets (old and new style) from Twitter and reach/engaged users talking about this from Facebook posts for the selected outbound tag(s) over a specified time period.

Data collection begins when the first message is tagged.

20

Enterprise

Inbound – Message Count

A tabular summary of the counts for the selected inbound tag(s) over a specified time period.

Tip: Can be exported into a .csv file and made into a pie chart or other visualization.

Data collection begins when the first message is tagged.

10

 Team

important_icon_37x44.png  All Team modules require the social network be owned by an Enterprise organization to display data.

Team

Availability

Module

Description

Data Collection

Points

Enterprise

Social Network Activity

Counts messages sent, assigned and resolved over a specified time period for each user per selected social network.

Includes: Response time and percentage.

Begins collecting data the day you become an Enterprise user.

10

Enterprise

Team Activity

Counts messages sent, assigned and resolved over a specified time period for each user per selected team.

Includes: Response time and percentage.

Begins collecting data the day you become an Enterprise user.

20

Enterprise

Organization Activity

Counts messages sent, assigned and resolved over a specified time period for each user for the selected organization.

Includes: response time and percentage.

Begins collecting data the day you become an Enterprise user.

20

Enterprise

Social Network Post Details

Counts details of posts sent over a specified time period for a social network.

Details include: When, what and by whom and number of messages.

Details not included: Facebook comments, private messages or Twitter direct messages.

Begins collecting data the day you become an Enterprise user.

5

Enterprise

Compare Post Counts

Graph of the posts sent over a specified time period for up to five social networks.

Begins collecting data the day you become an Enterprise user.

Tip: For all team analytics, messages must be sent via Hootsuite web or Hootsuite for mobile.

10

 Click Stats (Owly)

Click Stats (Owly)

Availability

Module

Description

Data Collection

Points

Free

Pro

Enterprise

Click Stats

Total clicks on a single link, during a specified date range.

Includes: Link creation date and total clicks.

Tip: Links shortened using ow.ly can be pasted anywhere and click stats will still be available.

Begins collecting from first use of ow.ly to shorten links.

0

Free

Pro

Enterprise

Summary Stats

Total clicks from all links sent from your Twitter profile during a specified date range.

Includes: Link creation date and total clicks.

Tip: Links shortened using ow.ly can be pasted anywhere and summary stats will still be available.

Tip: Link must be shortened and sent through to a Twitter profile at the time the link is created in order to be tracked in this module.

Stats are delivered for clicks received during the time frame being referenced, not based on link creation date.

0

Free

Pro

Enterprise

Clicks by Region

Breakdown of clicks by country for all links sent via Twitter profile during a specified date range.

Begins collecting from first use of ow.ly to shorten links.

0

Free

Pro

Enterprise

Top Referrers

List of most popular referrer domains for all links sent via your Twitter profile during a specified date range.

Begins collecting from first use of ow.ly to shorten links.

0

Free

Pro

Enterprise

All Links

List of all links (that have been clicked) sent from your Twitter profile for a specified date range.

Begins collecting from first use of ow.ly to shorten links.

0

Free

Pro

Enterprise

Most Popular Links

List of most clicked links sent via your Twitter profile for a specified time period.

Begins collecting from first use of ow.ly to shorten links.

0

Pro

Enterprise

Compare Summary Stats

Compare clicks from all links sent from multiple Twitter profiles during a specified date range.

Begins collecting from first use of ow.ly to shorten links.

25

 Google+

important_icon_37x44.png  All Google+ modules require that the Google+ Page be owned by an Enterprise organization to display data.

Google+

Availability

Module

Description

Data Collection

Points

Enterprise

Followers

Google+ Page follower count during a specified date range.

Collected at time of report creation.

5

Enterprise

Posts Count

Number of posts on a Google+ Page during a specified date range.

Collected at time of report creation.

5

Free

Pro

Enterprise

Aggregated Post Comments

Aggregated comment count of a Google+ Page during a specified date range.

Collected at time of report creation.

5

Enterprise

Aggregated Post +1s

Aggregated post +1s of a Google+ Page during a specified date range.

Collected at time of report creation.

5

Enterprise

Aggregated Posts Re-shares

Aggregated post Re-shares of a Google+ Page during a specified date range.

Collected at time of report creation.

5

 General

General

Availability

Module

Description

Points

Free

Pro

Enterprise

Header Text – Full Size

Include a custom header on your report (full width).

0

Free

Pro

Enterprise

Header Text – Half Size

Include a custom header on your report (half width).

0

Free

Pro

Enterprise

Paragraph – Full Size

Include context and extra information in your report in a text block (full width).

0

Free

Pro

Enterprise

Paragraph – Half Size

Include context and extra information in your report in a text block (half width).

0

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