X metrics

X metrics help you understand how you're doing on X. This article goes over the X metrics available in Analytics. Use CTRL+F (CMD +F on Mac) to search content in this article.

Because Ow‌.ly information is associated with the X/Ow‌.ly account used to shorten the link, you can find Ow‌.ly metrics here.

For details and limitations on how we collect, backfill, and store data for each social network, see Understand data in Analytics.

X Page-level metrics

Page metrics or Page-level metrics display results that occurred during the selected date range for all posts published to a Page, regardless of when the posts were published. So, if you track any Page-level metrics in your reports, the data you see is for the entire Page. For example, a metric like Page video starts shows you the total number of times people started watching your videos during your selected date range - it doesn't matter if the videos were published during or outside of that range. Learn more about the difference between post-level and Page-level metrics

X metrics
Metric	Description
Followers	The number of people following your X accounts
Followers online	The number of followers who were online during the selected date range, broken down by day of the week and time of day. Online activity is based on your followers' replies, mentions, and direct messages for your X accounts. Selecting more than a week displays the average number of followers during that time. All times are in GMT
Inbound messages	The number of times people mentioned and direct messaged your X accounts
Inbound messages table	A list of every mention and direct message received by your X accounts, with sentiment, location, gender, and language data
Mentions	The number of posts where your X handles are specified. This includes @mentions, replies, and old-style reposts
Net new followers	The increase or decrease in the number of people who are following your X accounts (the difference between the last day and the first day of the time frame)
Posts ROI	The total return on investment (ROI) for all posts published to the selected Advanced Analytics accounts during time frame. We calculate ROI as the sum of metric values assigned by the social network (for example, 12 likes) multiplied by metric values assigned by you (for example, 2 points)
Received DMs	The number of direct messages your accounts received
Top posts	The one or three top-performing posts and replies published to your accounts
Posts	The number of posts and replies published to your accounts
Posts table	A list of posts published by your Pages and their lifetime engagement metrics. The table includes the following columns: Date Message Likes Replies Reposts Quotes Impressions Engagements Engagement rate

X post-level metrics

Post metrics or post-level metrics only display results for pins published during the selected date range. So, if you review your post performance results or track any post-level metrics in your reports, like Post impressions, the data you see is only for the pins published during your selected date range. Learn more about the difference between post-level and Page-level metrics.

Note: Due to an X API limitation, if a post is marked as potentially sensitive, Hootsuite can't collect data for it.

X post-level metrics
Metric	Description
Post app install attempts *	The number of times people clicked to install an app via the post’s card
Post app opens *	The number of times people clicked to open an app via the post’s card
Post detail expands *	The number of times people clicked on your posts to view more details
Post engagement rate *	The average engagement rate for all your posts, calculated as the sum of engagement rates for each post, divided by the number of posts. The engagement rate for a post is calculated as the number of times people clicked, reposted, replied, followed, and liked your organic and promoted posts, divided by the number of times people saw your organic posts. To chart daily values over time, we recommend using Line, Area, and Column visualizations. Number, Gauge, Pie, and List visualizations can only display average daily values
Post engagements *	The number of times people engaged with posts you published during the time frame. This includes all clicks anywhere on the post (including on hashtags, links, avatar, username, and post expansion), reposts, replies, follows, and likes. Doesn't include protected posts
Post hashtag clicks *	The number of times people clicked on the hashtags in posts you published during the time frame
Post impressions *	The number of times posts you published during the time frame were displayed on a person's screen
Post key interactions	The number of times people reposted, replied, quoted, and liked posts you published during the time frame
Post likes *	The number of times someone liked posts you published during the time frame
Post link clicks *	The number of times people clicked on the links in posts you published during the time frame
Post media views *	The number of times people auto-played and clicked on the images, GIFs, and videos in posts you published during the time frame
Post permalink clicks *	The number of times people clicked on a posts’ permalink, which is the link to another post
Post quotes *	The number of times posts you published during the time frame have been reposted with a comment (also known as a quote)
Post replies **	The number of times people replied to posts you published during the time frame. Reposts and mentions are not part of this number
Post reposts *	The number of times people reposted posts you published during the time frame
Post shared via email *	The number of times people shared posts you published during the time frame via email
Post user follows *	The number of times a person has followed you directly from posts you published during the time frame
Post user profile clicks *	The number of times people clicked your name, @username, or profile photo on posts you published during the time frame
Post video views *	The number of times people watched at least 2 seconds of videos you published during the time frame with 50% of the video in view

* This metric does not include data for protected/private accounts. Data for this metric goes back to September 1, 2021.

** This metric does not include data for protected/private accounts. Data for this metric goes back to September 26, 2017.

Note: X deprecated the Post media engagements metric on September 30th, 2025. This metric will remain in reports that use it until January 31st, 2026 for yearly reporting purposes.

Ow‌.ly metrics

Set the X/Ow‌.ly account that was used to shorten the link as the data source. Then, you can view all Ow‌.ly link information for that account.

Ow‌.ly metrics
Metric	Description
Post Ow‌.ly traffic	The number of clicks on the shortened Ow‌.ly links and vanity URLs in posts you published during the time frame
Posts with Ow‌.ly clicks table	A list of posts published by your accounts, with their Ow‌.ly link click metrics

Return to the full list of metrics available in Analytics

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X metrics

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X Page-level metrics

X post-level metrics

Ow‌.ly metrics