Metrics in Analytics

  

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

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, Insights powered by Brandwatch, Team Performance, Amplify, and Impact.

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

For additional information on how Analytics retrieves metrics data, see Introduction to Analytics.

Plans: Unless otherwise indicated, metrics in this article are available to 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.

For a list of metrics that Professional and Legacy Pro plan members can view in overview reports, see Open and display a report in Analytics.

This article provides a complete list of metrics available in Analytics and a description of the data captured by each metric.

  Twitter metrics

Ow.ly metrics are listed under the Twitter metrics in the metrics library, because the data is associated with the Twitter/Ow.ly account used to shorten the link. Set that Twitter account as the data source to view all associated ow.ly link data.

Metric Description Compare by Filter by
Engagement The sum of interactions (retweets, replies, and likes) received for the tweets published in the selected timeframe. Account, Type Account
Followers The number of people following your Twitter accounts. Account Account
Net New Followers The increase or decrease in the number of people who are following your Twitter accounts (the difference between the last day and the first day of the timeframe). Account Account
Inbound Messages The sum of inbound messages (mentions and direct messages) received by your Twitter accounts. Account, Country, Language, Gender, Topics, Type, Tag, Sentiment Account, Tag
Inbound Messages Table A list of every mention and direct message received by your Twitter accounts, including sentiment, location, gender and language data. - Account, Tag
Mentions The number of tweets where your Twitter handles are specified. This includes @mentions, replies and old style (RT) retweets. Account Account
Post Likes The number of likes received on all tweets published during the selected timeframe. Account, Tag, Campaign Account, Tag, Campaign
Post Replies The number of replies to your tweets. Retweets and mentions are not part of this number. Account, Tag, Campaign Account, Tag, Campaign
Post Retweets The number of retweets received on all tweets published during the selected timeframe. Account, Tag, Campaign Account, Tag, Campaign
Received DMs The number of direct messages received by your Twitter accounts. Account Account
Tweets The number of tweets published from your Twitter accounts, including replies. Account, Tag, Campaign, Topics Account, Tag, Campaign
Tweets Table A list of tweets published by your Twitter accounts, with their engagement metrics (retweets, replies, likes). - Account, Tag, Campaign
Tweets with Ow.ly Clicks Table A list of tweets published by your Twitter accounts, with their ow.ly link click metrics. - Account, Tag, Campaign
Traffic The total number of clicks on all Ow.ly links or vanity URLs posted to Twitter. Account Account, Tag, Campaign
Top Tweets A visual of your top 1 or 3 performing tweets and replies published from your Twitter accounts. Likes, Retweets, Replies Account, Tag, Campaign
Owly metrics    
Shortened Links The total number of Ow.ly links that were shortened using an Ow.ly account. A shortened link has to receive at least one click to be included in this number. Account Account
Total Clicks The total number of clicks on all Ow.ly links created using your Twitter accounts. Account, Referrer, Country Account

  Facebook Page metrics

Facebook imposes the following restrictions on retrieving metrics:

  • Most Facebook metrics come from Facebook Insights, which are only updated once a day.
  • Facebook Pages require at least 30 likes before Facebook can return any analytics for them.
Metric Description Compare by Filter by
Check-ins The number of times people checked in at your Facebook places. Page Page
Engagement The total number of interactions (reactions, comments and shares) received by content associated with your Pages. Includes comments from the author of the post. Page, Type Page
Fans The number of likes your Facebook Pages have at any moment. Page, City, Language, Gender, Age, Country Page
New Fans The number of new likes of your Pages gathered over a period of time. Page, Source Page
Lost Fans The number of unlikes of your Pages gathered over a period of time. Page Page
Inbound Messages The sum of inbound messages received by all your Facebook Pages (comments, posts by others, PMs, and posts that tag your Page). Does not include comments from the author of the post. Page, Language, Sentiment, Gender, Topics, Tag, Type Page, Tag
Inbound Messages Table A list of inbound messages received on your Pages (comments, posts by others, PMs, and posts that tag your Page), including sentiment, gender and language data. Does not include comments from the author of the post. - Page, Tag
Negative Actions The number of hide, hide all, report as spam or unlike Page actions taken towards your Pages. Page, Type Page
Negative Feedback Rate The daily proportion of people who took a negative action (hide, report as spam, unlike) on any Page content, as a percentage of the total number of people who saw it. Page Page
Page Views The number of times each of your Pages' tabs (Timeline, About, Photos etc.) has been viewed. - Page
Page Content Clicks The number of clicks on any of your Pages' posts (link clicks, photo views, video plays, clicks that generated stories). Page, Type Page
Page Engaged Users The daily number of people who engaged with content from your Facebook Pages (clicked, liked, shared, or commented). Page Page
Page Engagement Rate The daily proportion of people who engaged with any content from your Pages (clicked, liked, shared, or commented), as a percentage of the people who saw it. Page Page
Page Impressions The total number of times any organic or paid content from your Page or about your Page appeared on someone's screen. Content can include posts, check-ins, ads, stories from friends who interacted with your Page, and more. Page, Origin Page
Page Reactions The number of reactions received for your Pages' posts during the specified timeframe. Page, Type Page
Page Story Comments The number of comments made on content associated with your Pages (for example, posts where the Page is tagged) during the selected timeframe. Page Page
Page Story Shares The number of shares received by content associated with your Pages (for example, posts where the Page is tagged) during the selected timeframe. Page Page
Received PMs The number of private messages received by your Facebook Pages. Page Page
Referral Traffic The daily traffic from the top referring external domains that send visitors to your Facebook Pages. - Page
Total Reach The daily number of unique Facebook users who have seen any content associated with your Pages (posts, posts to your Page, Page like ads, mentions, check-ins). Page, Country, Age, Gender Page
Virality Rate The percentage of the total impressions that were viral (that is, the number of times content from your Pages was displayed due to your audience's reactions, comments, and shares). Page Page
Page Video Views The number of times your Pages' videos have been viewed for longer than 3 seconds. Page, Manual and Auto Play, Unique and Repeat, Organic and Paid Page
Page 30-Second Video Views The number of times your Pages' videos have been viewed for longer than 30 seconds (or to the end if shorter). Page, Manual and Auto Play, Unique and Repeat, Organic and Paid Page
Traffic The total number of clicks on all Ow.ly links posted to Facebook. Page Page, Tag, Campaign
Posts The number of posts that have been published to a Facebook page over the selected period. Page, Tag, Campaign, Topics Page, Tag, Campaign
Post Clicks The number of clicks inside your posts (link clicks, photo views, video plays, not including clicks that generate stories) Page, Tag, Campaign Page, Tag, Campaign
Posts Table A list of posts published by your Facebook Pages and all of their lifetime engagement metrics (reactions, comments, shares). - Page, Tag, Campaign
Posts with Ow.ly Clicks Table A list of posts published by your Facebook Pages with their Ow.ly link click metrics. - Page, Tag, Campaign
Post Engaged Fans The total number of Page fans who engaged with your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Engagement Rate The daily proportion of people who engaged with your posts (clicked, liked, shared or commented), as a percentage of the total number of people who saw your posts. - Tag, Campaign
Post Engaged Users The total number of unique users who liked, shared, commented, or clicked inside your posts (not including clicks that generate stories). Page, Tag, Campaign Page, Tag, Campaign
Post Impressions The number of times your Page’s posts appeared on someone’s screen. Posts include statuses, photos, links, videos, and more. Page, Tag, Campaign Page, Tag, Campaign
Post Organic Impressions The number of times your Page’s organic posts appeared on someone’s screen. Posts include statuses, photos, links, videos, and more Page, Tag, Campaign Page, Tag, Campaign
Post Paid Impressions The number of times your Page’s ads or sponsored posts appeared on someone’s screen. Page, Tag, Campaign Page, Tag, Campaign
Post Viral Impressions The total number of impressions of your posts in a story published by a friend. Page, Tag, Campaign Page, Tag, Campaign
Post Likes The total number of unique people who liked your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Link Clicks The total number of clicks on links from your posts (that did not generate a story). Page, Tag, Campaign Page, Tag, Campaign
Post Comments The total number of unique comments on your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Other Actions The total number of actions taken inside your posts, that did not generate a story (for example, hovering) Page, Tag, Campaign Page, Tag, Campaign
Post Photo Views The total number of clicks on photos in your posts (that did not generate a story). Page, Tag, Campaign Page, Tag, Campaign
Post Reach The total number of people who have seen your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Organic Reach The total number of people who have seen your posts in their newsfeed, or on your Page's Timeline. Page, Tag, Campaign Page, Tag, Campaign
Post Paid Reach The total number of people who have seen your posts in a sponsored story. Page, Tag, Campaign Page, Tag, Campaign
Post Viral Reach The total number of people who have seen your posts in a story generated by a friend. Page, Tag, Campaign Page, Tag, Campaign
Post Shares The total number of unique shares of your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions The total number of unique people who reacted to your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Anger The total number of "Anger" reactions to your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Haha The total number of "Haha" reactions to your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Like The total number of "Like" reactions to your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Love The total number of "Love" reactions to your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Other The total number of other types of reactions to your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Sorry The total number of "Sorry" reactions for your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions: Wow The total number of "Wow" reactions for your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Video Length The total length of your video posts (in milliseconds). Page, Tag, Campaign Page, Tag, Campaign
Post Video Plays The total number of times your videos from your posts have been played (that did not generate a story). Page, Tag, Campaign Page, Tag, Campaign
Post Video Reach The total number of people who have seen your videos at least once. Page, Tag, Campaign Page, Tag, Campaign
Post Video Views The total number of times your videos have been viewed for more than 3 seconds. Page, Tag, Campaign Page, Tag, Campaign
Post Video Views (auto-play) The total number of times your videos have been viewed for more than 3 seconds, after they started playing automatically. Page, Tag, Campaign Page, Tag, Campaign
Post Video Views (click-to-play) The total number of times your videos have been viewed for more than 3 seconds, after people clicked to play them. Page, Tag, Campaign Page, Tag, Campaign
Post Video Views (sound-on) The total number of times your videos have been viewed for more than 3 seconds with the sound on. Page, Tag, Campaign Page, Tag, Campaign
Post Video Watch Duration The total time your videos have been watched, including replays and views less than 3 seconds (in milliseconds). Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Video Views The total number of times your videos have been viewed for more than 10 seconds. Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Organic Video Views The total number of times your videos have been viewed for more than 10 seconds, without paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Paid Video Views The total number of times your videos have been viewed for more than 10 seconds, with paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Video Reach The total number of people who have viewed your videos for more than 10 seconds. Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Video Views (auto-play) The total number of times your videos have been viewed for more than 10 seconds, after they started playing automatically. Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Video Views (click-to-play) The total number of times your videos have been viewed for more than 10 seconds, after someone clicked to play them. Page, Tag, Campaign Page, Tag, Campaign
Post 10-Seconds Video Views (sound-on) The total number of times your videos have been viewed for more than 10 seconds with the sound on. Page, Tag, Campaign Page, Tag, Campaign
Post 30-Seconds Organic Video Views The total number of times your videos have been viewed for more than 30 seconds, without paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post 30-Seconds Paid Video Views The total number of times your videos have been viewed for more than 30 seconds, with paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post 30-Seconds Video Reach The total number of people who have viewed your videos for more than 30 seconds. Page, Tag, Campaign Page, Tag, Campaign
Post 30-Seconds Video Views (auto-play) The total number of times your videos have been viewed for more than 30 seconds after they started playing automatically. Page, Tag, Campaign Page, Tag, Campaign
Post 30-Seconds Video Views (click-to-play) The total number of times your videos have been viewed for more than 30 seconds after someone clicked to play them. Page, Tag, Campaign Page, Tag, Campaign
Post Organic Video Reach The total number of people who have viewed your videos for more than 3 seconds. Page, Tag, Campaign Page, Tag, Campaign
Post Organic Video Views The total number of times your videos have been viewed for more than 95% of their duration, without paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post Organic Video Watch Duration The total time your videos have been watched, without paid promotion (in milliseconds). Page, Tag, Campaign Page, Tag, Campaign
Post Complete Organic Video Reach The total number of people who have viewed your videos for more than 95% of their length, without paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post Complete Organic Video Views The total number of times your videos have been viewed for more than 95% of their duration, without paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post Paid Video Reach The total number of people who have seen your videos at least once. Page, Tag, Campaign Page, Tag, Campaign
Post Paid Video Views The total number of times your videos have been viewed for more than 3 seconds, with paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post Complete Paid Video Reach The total number of people who have viewed your videos for more than 95% of their duration, with paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Post Complete Paid Video Views The total number of times your videos have been viewed for more than 95% of their length, with paid promotion. Page, Tag, Campaign Page, Tag, Campaign
Video Views Table A summary of view metrics for all videos uploaded to your Facebook Pages. - Page, Tag, Campaign
Top Posts A visual of your top-performing Facebook Page posts. Link Clicks, Reactions, Likes, Shares, Other Actions, Reach, Comments, Clicks, Photo Views, Engaged Fans, Engaged Users, Impressions, Engagement Rate, Video Views Page, Tag, Campaign

  Instagram Business metrics

To collect analytics data for Instagram, you must have an Instagram Business profile connected to a Facebook Page (see Overview of Instagram profiles). Note that Hootsuite does not support IGTV or Instagram Reels.

Metric Description Compare by Filter by
Audience The total number of followers by city, country, language, gender, and age (over the account lifetime). Does not include current day's data. City, Country, Language, Gender, Age Account
Calls The number of taps on the call link in your profile. Account Account
Emails The number of taps on the email link in your profile.  Account  Account 
Followers The total number of people following your Instagram accounts. Account Account
Get Directions The number of taps on the directions link in your profile. Account Account
Inbound Messages The total number of inbound messages (comments posted by others) received by all your Instagram accounts. Account, Sentiment, Language, Gender, Topics Account
Inbound Messages Table The list of inbound messages (comments posted by others) received by your Instagram accounts, analyzed by sentiment, gender, and language. - Account
New Followers The number of new followers per day for the selected timeframe. Account Account
Post Comments The total number of comments on posts published in the selected timeframe. Organic only. Campaign, Account, Type, Tag Account, Tag, Campaign 
Post Engagement The total number of likes and comments received by your photo, video, or carousel posts for the selected timeframe. Organic only. Campaign, Account, Type, Tag  Account 
Post Engagement Rate The total number of likes and comments received by your posts divided by the number of people who viewed your posts, represented as a percentage. Campaign, Account, Type, Tag  Account, Tag, Campaign
Post Impressions The total number of times your photo, video, or carousel post was shown to users on Instagram. Organic engagement only. Campaign, Account, Type, Tag  Account, Tag, Campaign 
Post Likes The number of unique accounts that liked your post. Organic engagement only. Does not include likes received after a post was sponsored. Campaign, Account, Type, Tag  Account, Tag, Campaign 
Post Reach The total number of unique accounts that have seen your photo, video, or carousel post. Organic engagement only. Campaign, Account, Type, Tag  -
Post Saves The total number of unique accounts that have saved your photo, video, or carousel post. Organic engagement only. Campaign, Account, Type, Tag  -
Posts  The total number of posts published to your Instagram accounts.  Campaign, Account, Type, Tag Account, Tag, Campaign
Posts Table A list of posts published to your Instagram accounts with organic engagement stats (that is, likes and comments). - Account, Tag, Campaign 
Profile Impressions The total number of times your posts, stories, and promotions were shown to users (organic and paid). Does not include Profile Visits. Account  Account, Tag, Campaign  
Profile Reach The total number of unique accounts that have seen your posts, stories, and promotions (organic and paid). Account   Account, Tag, Campaign   
Profile Visits The number of users that have visited your Instagram profile within the selected timeframe. Account  Account
Texts The number of taps on the text message link in your profile. Account Account
Top Posts Your best performing posts on your Instagram accounts. - Account, Tag, Campaign
Video Views The total number of times your video post has been viewed for 3 seconds or longer. Returns 0 for videos shared in a post with multiple photos and videos. Organic engagement only. Campaign, Account, Tag  Account, Tag, Campaign 
Website Clicks The number of taps on the website link in your profile. Account Account

  LinkedIn Page metrics

Metric Description Compare by Filter by
Engagement The total number of likes, comments and shares received by content associated with your Pages (for the selected timeframe) Page, Type Page
Followers The number of followers for your Pages (lifetime values). Page Page
Page Clicks The number of clicks on any of your Page's posts in the selected timeframe. Page Page
Page Comments The total number of comments received on your Pages' posts in the selected timeframe. Page Page
Page Engagement Rate The total number of clicks, likes, comments, and shares on your Page's content, and followers acquired from Sponsored updates, divided by the number of impressions (represented as a percentage). Page Page
Page Impressions The total number of times your Pages' posts were shown to LinkedIn members. Page Page
Page Reactions The number of reactions received by your Pages' posts in the selected timeframe. Page Page
Page Reach The number of unique LinkedIn users who have seen your Pages' posts. Page Page
Page Shares The total number of shares received by your Pages' posts in the selected timeframe. Page Page
Posts The total number of posts published to your Pages. Page, Tag, Campaign Page, Tag, Campaign
Post Clicks The total number of clicks on your Page's posts during the selected timeframe. Page, Tag, Campaign Page, Tag, Campaign
Post Comments The total number of comments on your Pages' posts in the selected timeframe. Page, Tag, Campaign Page, Tag, Campaign
Post Engagement Rate The number of interactions, clicks, and followers acquired divided by the number of impressions, represented as a percentage. Followers are only included for Sponsored Updates. Page, Tag, Campaign Page, Tag, Campaign
Post Impressions The number of impressions for your posts. Page, Tag, Campaign Page, Tag, Campaign
Post Reactions The total number of reactions to your Pages' posts in the selected timeframe. Page, Tag, Campaign Page, Tag, Campaign
Post Shares The number of times people shared your posts. Page, Tag, Campaign Page, Tag, Campaign
Posts Table A list of posts published on a Page with all of their engagement metrics (lifetime values). - Page, Tag, Campaign
Posts with Ow.ly Clicks Table A list of posts published by a Page with their Ow.ly link click metrics. - Page, Tag, Campaign
Top Posts A visual of your top-performing LinkedIn Page posts. Reactions, Comments, Shares, Clicks, Impressions, Engagement Rate Page, Tag, Campaign

   LinkedIn profile metrics (available to Business and Enterprise plans)

Metric Description Compare by Filter by
Followers The total number of people following your profiles. Profile Profile
Post comments The total number of comments and replies to your profiles' posts during the selected time frame. Profile, Tag, Campaign Profile, Tag, Campaign
Post reactions The total number of reactions to your profiles' posts during the selected time frame. Profile, Tag, Campaign Profile, Tag, Campaign
Posts The total number of posts published by your profiles. Profile, Tag, Campaign Profile, Tag, Campaign
Posts table The list of all posts published by your profiles, along with their engagement metrics. - Profile, Tag, Campaign
Posts with Ow.ly clicks table The list of posts published by your profiles, along with their Ow.ly link click metrics. - Profile, Tag, Campaign
Top posts The top-performing posts on your LinkedIn profiles. Reactions, Comments Profile, Tag, Campaign

  Team metrics (available to Enterprise team admins)

Metric Description Compare by Filter by
Assignments Created The total number of assignments created on messages published in the selected timeframe. Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Assignments Resolved The total number of resolved assignments on messages published in the selected timeframe. Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Conversation Threads The total number of conversations carried out by the teams you manage. A conversation is a thread of messages. Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
First Response Time The average time for your teams to send a first reply for all social messages (with or without assignment). Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
First Responses Table The list of conversations replied to by the teams you manage, with details about the first reply that was sent (with or without assignments). - Team, Team Account, Member, Message Type, Network Type, Tag
Handling Time The average time for an assignment to be closed, from the time it is opened. Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Overall Response Time Average time for your teams to send a reply for all social messages (with or without assignment). Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Overall Responses Table The list of all replies sent by the teams you manage, with details about the response time of each one (with or without assignments). - Team, Team Account, Member, Message Type, Network Type, Tag
Pickup Time The average time taken to create an assignment from Hootsuite Streams. Returns one single value for all assignments Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Published Messages The total number of social messages (public and private) sent through Hootsuite by the teams you manage. Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Resolution Time The average time it takes to close an assignment based on the publishing date of the assigned message. Social Account, Member, Tag, Team, Message Type Team, Team Account, Member, Message Type, Network Type, Tag
Resolved Assignments Table A table of every resolved assignment created in the selected timeframe, including pickup, handling, and resolution times. - Team, Team Account, Member, Message Type, Network Type, Tag

Insights, powered by Brandwatch metrics (available to Business and Enterprise plans)

Metric Description Compare by Filter by
Mention Counts The total number of mentions captured by your search. Sentiment, Emotion, Gender, Country, Platform Sentiment, Gender, Platform, Emotion, Country, Language
Mention Topics The most frequently used terms and phrases within the mentions in your search results. - Sentiment, Gender, Platform, Emotion, Country, Language
Mentions Table The mentions from your search results, listed by platform, reach, location, gender, sentiment, and emotion. - Sentiment, Gender, Platform, Emotion, Country, Language
Top Measures The top authors of the mentions from your search results, along with their interests, and the top hashtags, sites, and shared links in their mentions. Shared URLs, Sites, Authors, Hashtags, Interests, Languages Sentiment, Gender, Platform, Emotion, Country, Language

Insights metrics (available to Enterprise users with Insights accounts)

Metric Description Compare by Filter by
Exposure The possible number of impressions that the mentions in your search streams could receive. Estimated based on the total number of Twitter and YouTube followers that are in the networks of the authors who generated the mentions. Search stream Search stream, Gender, Sentiment, Language, Platform, Location, Reach
Facebook Reactions The total number of reactions on posts about the topic in your search stream. This is an indicator of how engaging the topic is on Facebook. Search stream Search stream, Gender, Sentiment, Language, Platform, Location, Reach
Facebook Shares The total number of shares of posts about the topic in your search stream. This is an indicator of how viral the topic is on Facebook. Search stream Search stream, Gender, Sentiment, Language, Platform, Location, Reach
Mentions The total number of mentions that match your search. Search stream, Country, Gender, Language, Platform, Reach, Sentiment, Topics Search stream, Gender, Sentiment, Language, Platform, Location, Reach
Mentions Table The list of mentions that match your search, analyzed by sentiment, location, gender, reach, and language. - Search stream, Gender, Sentiment, Language, Platform, Location, Reach
Twitter Retweets The total number of retweets of posts about the topic in your search stream. This is an indicator of how viral the topic is on Twitter. Search stream Search stream, Gender, Sentiment, Language, Platform, Location, Reach

Amplify metrics (available to Enterprise Amplify admins)

Metric Description Compare by Filter by
Active Users Last Week The number of unique users in the last week selected. - Team
Adoption Rate (%) The number of Amplify accounts compared to sign ups (cannot be filtered by team). - -
Facebook Comments The number of comments on all Facebook shares. Member, Topic name Team
Facebook Reactions The number of reactions on all Facebook shares. Member, Topic name Team
Facebook Shares on Amplify The number of times posts are shared on Amplify to Facebook. Member, Topic name Team
LinkedIn Comments The number of comments on all LinkedIn shares. Member, Topic name Team
LinkedIn Likes The number of likes on all LinkedIn shares. Member, Topic name Team
LinkedIn Shares on Amplify The number of times posts are shared on Amplify to LinkedIn. Member, Topic name Team
Ow.ly Clicks The number of clicks on all the Ow.ly links shared. - Team
Posts Published The total number of posts published (cannot be filtered by team). - -
Reach The total number of people that shared posts can potentially reach. Member, Topic name, Network type Team
Reads The number of times posts are read. Member, Topic name Team
Shares The number of times posts are shared. Member, Topic name, Network type Team
Sharers Last Week The number of users who shared a post in the last week selected. - Team
Top Posts by Reach Overview of your most popular posts sorted by reach. - Team
Top Posts by Facebook Engagement Overview of your most popular posts by Facebook Engagement. - Team
Top Posts by LinkedIn Engagement Overview of your most popular posts by LinkedIn Engagement. - Team
Top Posts by Twitter Engagement Overview of your most popular posts by Twitter Engagement. - Team
Twitter Likes The number of likes on all Twitter shares. Member, Topic name Team
Twitter Replies The number of replies on all Twitter shares. Member, Topic name Team
Twitter Retweets The number of retweets on all Twitter shares. Member, Topic name Team
Twitter Shares on Amplify The number of times posts are shared on Amplify to Twitter. Member, Topic name Team
Users Invited The number of users with an Amplify account (cannot be filtered by team). - -
Users Signed Up The number of users who have logged into Amplify at least once (cannot be filtered by team). - -

Amplify Leaderboard metrics (available to Amplify users with access to Analytics)

Shares The total number of posts shared to your social networks. Member -
Reach The total number of people that have seen your posts. Member -
Clicks The total number of clicks, reactions, comments, and actions taken on your shared posts. Member -
Facebook Posts The number of Amplify posts shared to your Facebook account. Member -
Facebook Comments The number of comments received by on your Facebook account.  Member
Facebook Reactions  The number of reactions to your Facebook shares.  Member
Twitter Tweets  The number of Amplify posts shared to your Twitter account.  Member 
Twitter Retweets  The number of retweets on your Twitter shares.  Member
Twitter Replies The number of replies to your Twitter shares.  Member
Twitter Likes  The number of likes on your Twitter shares.  Member
LinkedIn Posts  The number of Amplify posts shared to your LinkedIn account.  Member
LinkedIn Comments The number of comments received on your LinkedIn shares.  Member 
LinkedIn Likes  The number of likes received on your LinkedIn shares.  Member 

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 examples 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.’

Impact metrics (available to Enterprise users with Impact accounts)

See the Impact metric library for a list of Impact metrics.

  Read more