Overview of Analytics


You can use Analytics to measure the overall performance of your social media activity across multiple social networks. Analytics measures organic, owned, and earned metrics on Facebook, Twitter, LinkedIn, and Instagram. Enterprise plan members can also measure customer support metrics, such as average response times and interaction volume (see Analyze team performance). Depending on your subscription type, Analytics may include the following four categories of information:

  • Quick Views - View overall post performance and team performance. Post performance displays published content with an overview on how it was received by your audience. You can customize the date range for the metrics you want to view and customize the columns displayed to show the metrics most important to you.
  • Impact - View team productivity, response time, and resolution time.
  • Reports - Generate customizable and shareable reports geared to the needs of your organization. You can display mixed overview reports and customizable reports for Facebook, Instagram, LinkedIn, and Twitter.
  • Apps - Use advanced Unmetric Twitter metrics to analyze engagement and content.

Open Hootsuite and go to Analytics .

Analytics data access

Analytics data is collected as soon as a social profile is connected to Hootsuite.

Note: Hootsuite Analytics only retrieves data for public posts. Unpublished (dark) posts are not supported in Analytics. Data is not collected retroactively.

Hootsuite Analytics retrieves Facebook and LinkedIn metrics from both post and page data.

  • Post-level metrics attribute data to specific posts and report the day each post was published. Metrics report on all posts published during the selected time frame.
  • Page-level metrics attribute data to the page and the day each engagement occurred. Metrics report on all engagements that occurred during the selected time frame. These are aggregate metrics for all page posts, regardless of when the posts were published. Note that Facebook pages require at least 30 likes before metrics can be returned for them. This requirement is the same on Facebook.com.

Let’s say you’re comparing Facebook Page analytics reports from April to March and wondering how Page Impressions increased if Post Impressions decreased. Post Impressions display the impressions for just the posts that were published in March and April. Page Impressions displays impressions for all posts on the Page, regardless of when they were published. Page Impressions may have increased in April because, in addition to posts in March and April, posts in February were still receiving good engagement.

Numeric analytics data (e.g., numbers of replies, comments, likes) is stored indefinitely. However, the values stop updating for posts older than 1 month, even if new clicks or comments are made.

Post analytics data (data for posts) is stored with the following limits:

  • Inbound posts are stored for 13 months, starting March 1, 2018.
  • Outbound posts are stored indefinitely since October, 2017.
  • Tables of posts display the last 13 months of data.

An 'incomplete data' or 'partial data' warning indicates that data might be incomplete. This warning appears when:

  • A social profile is disconnected or reconnected within a selected time frame. Because data collection stops when a social profile is disconnected, the data for that time frame may be incomplete. If troubleshooting this warning, ensure you check data for the selected time frame and, if applicable, the comparison time frame.
  • If you've selected to load more than 500 accounts per social network into your report, some tiles in your report will include a partial data set. For a full report that includes all of the accounts you selected, export or schedule an email export. See Export or schedule an export of Analytics data.

If an account is disconnected, then reconnected, old data will be accessible. Data is not collected and therefore not displayed for the period of time that the account was disconnected.

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