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.

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.

Hootsuite Pro

  • Includes 50 points.
  • An optional add-on (additional analytics points) can be added.
  • Analytics points added mid-cycle will be charged pro rata to align with your standard billing cycle.
  • Cancelling additional analytics points can be completed from your Billing page, and should be done before your billing date to avoid unwanted charges.

Hootsuite Professional

  • Includes 50 points.
  • There is no option to add points on this plan.

Hootsuite Team, Business and Enterprise

  • Include 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

Points
required
TemplateDescription
0 Custom Report A blank report template ready for complete customization.
0 Twitter Profile Overview
(Tracking for ow.ly data is limited to the last rolling 13 months)
Data generated from your Twitter network, includes Twitter: Profile Summary, Twitter: Follower Growth; Twitter: Keyword over time; and Ow.ly: Most Popular Links.
0 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 Ow.ly Click Summary
(Tracking for ow.ly data is limited to the last rolling 13 months)
Data generated from your Twitter network, includes Ow.ly: Summary Stats; Clicks by Region; Top Referrers; and Most Popular Links.
0 URL Click Stats – Ow.ly
(Tracking for ow.ly data is limited to the last rolling 13 months)
Data generated from your Twitter network, includes click stats from your Ow.ly, Ht.ly or vanity URL.
15 Facebook Aggregate Data generated from your Facebook Page profile, includes Facebook Insights: Likes – Aggregate; and Compare Public Pages.
20 LinkedIn Page Insights Data generated from your LinkedIn network, includes Snapshot: Total Followers, New Followers, Impressions, Engagement; and Company Wide Engagement.
30 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.
50 Twitter Engagement – Summary Data generated from your Twitter network, includes Twitter: Follower Growth – Count; Twitter: Mentions – Count; and Twitter: Retweets – Count.
50 Twitter Engagement – Detailed Data generated from your Twitter network, includes Twitter: Follower Growth –Count; Twitter: Mentions – Detailed; and Twitter: Retweets Detailed.
50 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.
75 Twitter Aggregate Data generated from your Twitter network, includes Twitter: Follower Growth – Aggregate; Twitter: Mentions – Aggregate; and Twitter: Retweets – Aggregate.

 Analytics modules

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

 Twitter

Points
required
ModuleDescriptionData
collection
0 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 Keyword over time View Twitter keywords over time for a single Twitter account. Historical data limited to six days.
10 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 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 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. A .csv export will show all interactions.
20 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.
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.
20 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.
20 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 and what they wrote.
Pro: Begins the date/time the report is created.
Enterprise: Begins as soon as the Twitter account is connected to Hootsuite.
20 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 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 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.
30 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.

 LinkedIn

Points
required
ModuleDescriptionData
collection
10 Snapshot Monthly summary of LinkedIn Company Page activity starting with the previous month.
Includes: Total Followers, New Followers, Impressions, Engagement (Likes, clicks, comments and shares), and percentage increase or decreases for those stats.
Shows month over month growth for the last complete month, as well as the previous month.
Example: If it’s March 28 you will be viewing stats for February with growth percentage compared to January.
10 Company Update Engagement (Per-Post Metrics) Monthly summary of engagement metrics for your LinkedIn Company Page.
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.

 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 may be a delay on some Facebook data, as it is refreshed by Facebook only once every 24 hours.

Points
required
ModuleDescriptionData
collection
0 Snapshot A summary of Facebook Page activity during a specified date range.
Includes: 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 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 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 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.
5 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 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 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 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 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 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 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 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 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 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 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.
30 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.

 Google Analytics

Points
required
ModuleDescriptionData
collection
5 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 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.
10 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 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.
20 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.

 Click Stats (Owly)

important_icon_37x44.png Tracking for ow.ly data is limited to the last rolling 13 months.
Points
required
ModuleDescriptionData
collection
0 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 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.
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 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 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 All Clicked 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 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.
25 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.

 General

Points
required
ModuleDescription
0 Header Text – Full Size Include a custom header on your report (full width).
0 Header Text – Half Size Include a custom header on your report (half width).
0 Paragraph – Full Size Include context and extra information in your report in a text block (full width).
0 Paragraph – Half Size Include context and extra information in your report in a text block (half width).

 Enterprise only

Twitter
25 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.
Begins as soon as the Twitter account is connected to Hootsuite.
25 Mentions – Aggregate A graph of mentions for up to 100 Twitter accounts. Begins as soon as the Twitter account is connected to Hootsuite.
25 Follower Growth – Aggregate A graph of followers for up to 100 Twitter accounts. Begins as soon as the Twitter account is connected to Hootsuite.
Facebook
10 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.
Message Tagging
20 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 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.
10 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.
Team

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

10 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.
20 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 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.
5 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.
10 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.
Google+
important_icon_37x44.png  All Google+ modules require that the Google+ Page be owned by an Enterprise organization to display data.
5 Followers Google+ Page follower count during a specified date range. Collected at time of report creation.
5 Posts Count Number of posts on a Google+ Page during a specified date range. Collected at time of report creation.
5 Aggregated Post Comments Aggregated comment count of a Google+ Page during a specified date range. Collected at time of report creation.
5 Aggregated Post +1s Aggregated post +1s of a Google+ Page during a specified date range. Collected at time of report creation.
5 Aggregated Posts Re-shares Aggregated post Re-shares of a Google+ Page during a specified date range. Collected at time of report creation.
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