Review organic performance with Impact content

Review the performance of all your social media posts and identify your top-performing content.

Impact content in Advanced Analytics displays all your organic, paid, and dark posts for Facebook, Instagram, X, LinkedIn, TikTok, and organic posts for Pinterest and YouTube.

Note: We use the metric "Post paid impressions" to identify boosted posts. The value for that metric must be greater than 0 for us to identify a post as boosted. This means, if you boost a post, but don't get any paid impressions on that post, it will not be identified as a boosted post. Boosted reels are counted as organic (this is a known issue in Meta).

Go to Analytics and then select Impact content.

• If you don't see Impact content in Analytics, please reach out to your customer account manager.
• If you don't see an organic account in Impact content, make sure you've connected it to Hootsuite. Learn how to connect an ad account to Hootsuite.

Review performance for your organic posts

Customize your content view to track metrics that matter to you.

1. Select the social networks and ad accounts you want to use.
2. Select Customize columns to search for and select the columns you want to display, and then select Apply. You can point to a metric name to view its description or see Metrics in Analytics for a complete list of metrics.
3. Select Change date range to show results for a specific date range.

Filter posts

Use filters to customize the data in your reports and measure performance for specific posts. For example, you can filter content to display metrics only for organic or paid posts. You can also combine multiple filters to display metrics for promoted video posts or organic link posts shared on specific social networks.

Tip: For Instagram posts, you can filter on Collaboration and Collaborators list and track the effectiveness of specific influencer or brand partnerships.

1. Select Filter . Different filters are shown for different social networks.
2. Select your filters.
3. To filter posts by text, tag, campaign, and link, select Create your own filters. The following examples show how you can use these filters.
   • Text filter - View results for posts that contain a specific keyword or hashtag.
   • Campaign filter - View results for posts that are part of a specific campaign.
   • Link filter - View results for posts that link to a particular website or web page. If a post uses shortened Ow‌.ly links, you will need to use a Text filter to surface matches from the destination link.
4. Select Apply.

Review performance of your posts

The Impact content view displays a date stamp, thumbnail image, caption, tags, and performance metrics for the posts published on the social network you select.

In the Impact content view, you can:

• Sort posts and metrics - Select a column heading to sort metrics by that column and find your top-performing posts for the specified time frame.
• Open the original post - Select the time stamp link to open the post in the associated social account.
• View post details - Select the post to see the post, tags, and additional metrics.
  • Select Add tag to add a new tag to the post. Note, when adding tags, it can take up to 5 minutes for the tag to appear in the table view, and up to 10 minutes to appear in your Analytics reports.
    
  • Scroll down to see additional metrics for the post. Search to surface a specific metric. Metrics are organized into six sections: Affinity, Awareness, Consumption, Conversation, Custom, and Intent. See Metrics in Analytics to learn more.

• Select Load more content to display up to 1000 rows at a time.
• Select Export, and then select a file format. Your export includes the 1000 most recent posts for the time frame you selected. Note that exports include all the metrics available in Impact content, not just the ones you selected to display in your view.