Article updated: July 09, 2024
About metrics calculation in Listening
Make sure you fully understand the relevance of your results and analytics by mastering the metrics. Below you get a quick overview of the metrics that are most commonly used in your Listening project.
Engagement
Engagement is calculated when someone has engaged with an article or post. The following table describes how Talkwalker calculates engagement for each data source type.
| Platform | Engagement calculation |
|---|---|
| Blogs | Sum of comments on the article and number of tweets of the URL. |
| Forums | Number of comments on the article. |
| News sites | Sum of Facebook shares of the URL, comments on the Facebook shares, Facebook reactions (Likes), and shares of the URL on X (formerly Twitter). |
| Sum of shares, reactions, and comments. | |
| Facebook Insights | Sum of shares, reactions, comments, and link clicks on the post. Link clicks represent the number of times people clicked anywhere in the post without generating a story, which can include photo views, video plays, and expanding to read a post. |
| Sum of likes and comments. | |
| Instagram Insights | Sum of likes and comments. |
| Sum of likes, shares, and comments. | |
|
Sum of reposts, likes, quote posts, replies, and bookmarks. Twitter bookmarks are included in the engagement calculation for results published from July 1st, 2024 onwards. Prior to July 1st, 2024: sum of retweets, likes, replies, and quote tweets. Prior to January 1, 2024: sum of retweets, likes, and quote tweets. Prior to June 13 , 2023: sum of retweets and likes. |
|
| Sum of comments, repins, and reactions. | |
| YouTube | Sum of likes and comments. |
Engagement rate
The engagement rate is the number of user interactions that occur with your social media page. The following table describes how Talkwalker calculates engagement rate for each social media platform.
| Platform | Engagement rate calculation |
|---|---|
| (Sum of shares, reactions, and comments) / (Number of followers) X 100. | |
| Facebook Insights | (Sum of shares, reactions, comments, and link clicks) / (Number of impressions) X 100. |
| (Sum of likes and comment) / (Number of followers) X 100. | |
| Instagram Insights | (Sum of likes and comment) / (Reach) X 100. |
| (Sum of likes, shares, and comments) / (Number of followers) X 100. | |
| (Sum of reposts, likes, quote posts, and replies) / (Number of followers) X 100. | |
| (Sum of comments, repins, and reactions)/(Number of followers) X 100. |
The Daily Engagement Rate represents the average engagement rate per day. The engagement rate is calculated for each day within the selected time period, these values are then summed up and the sum is divided by the number of days from the selected time range.
The Average Engagement Rate represents the average engagement rate per post. The engagement rate is calculated for each owner post from the selected time period, these values are then summed up and the sum is divided by the number of posts.
Potential reach
The potential reach metric represents the number of people who might have seen an article or post. The following table describes how Talkwalker calculates engagement for each data source type.
| Platform | Potential reach calculation |
|---|---|
| Blogs | Number of Semrush monthly unique visitors. |
| Forums | Number of Semrush monthly unique visitors. |
| News sites | Number of Semrush monthly unique visitors. |
| Number of Page likes at the time the post was published. | |
| Facebook Insights |
Number of Page Likes at the time the post was published. The post's actual reach ('Facebook Reach') represents the number of people who saw your Page's post on their screen. Each user is counted only once, regardless of the number of times they saw the post. The profile's actual reach ('Total Reach') reflects the total number of people who have seen any content from your Page or about your Page. This includes content published on your Page, Facebook Ads, and promoted posts that lead people to your Page. Each user is counted only once, even if they saw the same content multiple times. |
| Number of followers of the account. | |
| Instagram Insights |
Potential reach is the same as the post's actual reach. The post's actual reach ('Instagram Insights Reach') represents the total number of unique Instagram accounts that have seen the post or story. The profile's actual reach ('Total Reach') reflects the total number of times any media object (that is, a post, story, or promotion) has been uniquely seen. This also includes ad activity generated through the API, Facebook ads interfaces, and the Promote feature. |
| Number of followers of the LinkedIn page. | |
| Number of followers of the account. | |
| Number of followers. | |
| YouTube | Number of video views. |
Trending score
The trending score evaluates the acceleration of the engagement on a specific story over time. Mentions that are rapidly getting more engagement get a higher score, so you can more easily discover breaking stories on specific topics.
The scores are categorized in the following way:
- 0-3: the article is not trending (or not trending anymore).
- 4-6: the article is trending slightly.
- 7-10: the article is really trending, right now.
Net sentiment
Net sentiment provides an approximation of how people feel about a specific mention.
Net sentiment = (Number of positive posts - Number of negative posts) / (Sum of positive and negative posts)
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