Essential Social Media Analytics Terminology

To make informed marketing decisions, it is important to understand the fundamental metrics in social media analytics. While the specific terms may vary across different social media platforms, the following key metrics provide valuable insights:

Facebook Page - Page Performance Report

Total Page Followers: The current total number of people who follow your Page.

Page Media Views: The total number of times your content—videos, posts, stories, or ads—was viewed or played.

Page Reach: The number of unique people who saw any content from or about your Page during the selected time period.

Page Views: The number of times your Page profile was viewed, whether the viewer was logged in or not.

Page Followers: The total number of followers gained during the selected period.

Gain & Lost Followers: The total number of followers gained and lost during the selected time period.

Page Reach (By Day): The number of unique people who saw any content from or about your Page on each day within the selected period.

Page Posts Reach (Organic vs Paid): The number of unique people who saw your Page posts, broken down into organic and paid reach.

Page Reach (Viral vs Non-Viral vs Paid): The number of unique people who saw content from or about your Page, categorized as viral, non-viral, or paid.

Page Posts Reach (Organic: Viral vs Non-Viral): The number of unique people who saw your Page posts organically, categorized as viral or non-viral.

Page Posts Reach: The total number of unique people who saw any of your Page posts.

Page Post Impressions: The total number of times your Page posts appeared on someone’s screen.

Page Post Impressions (Organic vs Paid): The total number of times your Page posts appeared on someone’s screen, broken down into organic or paid impressions.

Page Post Organic Impressions (Organic: Viral vs Non-Viral): The total number of times your Page posts appeared on someone’s screen organically, categorized as viral or non-viral.

Followers by Country: The total number of followers from the top 5 countries who like your Page.

Followers by City: The total number of followers from the top 10 cities who like your Page.

NOTE: Demographics of followers will be available if your Facebook Page has more than 100 followers.

Facebook Page - Post Performance Report

**Posts: **Number of posts posted during the selected time

Post Impressions: Number of times your posts appeared on a person's page since they were posted

Post Reach: The number of unique accounts that have seen your content, at least once, including in ads. Content includes posts, stories, reels, videos, and live videos. Reach is different from Impressions, which may include multiple views of your content by the same accounts.

Post Engagement: Total engagement with posts that were published during the selected time

Reels: Number of reels posted during the selected time

Reels Plays: Number of views during the selected time (all reels)

Reels Reach: The number of unique accounts that have seen your reels, at least once.

**Reels Engagement: **Total engagement with reels that were published during the selected time.

**Videos: **Number of videos posted during the selected time

Video Views: Number of views during the selected time (all videos)

**Video Reach: **The number of unique accounts that have seen your videos, at least once.

Video Engagement: Total engagement with videos that were published during the selected time.

**Post by Type: **Provides a breakdown of the number of posts by type, such as Link, Photo, Video, Status, and Reels.

Post by Day: Shows the number of posts made per day.

**Post Engagement: **Provides data on the types of engagement received by posts published during the selected time period, such as comments, shares, clicks, and reactions. Displayed per day.

Post Total Engagement Overtime: Total engagement with posts that were published during the selected time. displayed per day.

Post Average Engagement by Type: Displays the average engagement received by each post type, categorized as Link, Photo, Video, Status, and Reel.

**Post Average Engagement by Day: **Displays the average engagement received by posts for each day of the week, from Sunday to Saturday.

Post Average Engagement by Frequency: Displays the average engagement based on posting frequency, categorized as once, twice, three times, four times, or more than four times per day.

**Post Summary - Total Posts: **Number of posts that were published during the selected time

Post Summary - Impressions: Number of times your posts appeared on a person's page since they were posted

Post Summary - Reach: Number of unique people who viewed the selected posts over the lifetime

**Post Summary - Average reach: **Average number of unique people who viewed the selected posts over their lifetime

Post Summary - Engagement: Number of times an action was made with the selected posts over their lifetime

Post Summary - Average engagement Rate: Formula: Engagement/Reach*100

**Post Summary - Clicks: **Number of times people clicked anywhere on the selected posts since they were posted.

*Post Summary - CTR: **Percentage of times people saw the selected posts/ads and performed a click (Formula: click/reach100)

Post Summary - Reactions: Lifetime reactions (e.g. Like, Love) on all selected posts

Post Summary - Comments: Total number of comments on posts that were published during the selected time period.

Post Summary - Replies: Total number of comments (by page admins) on posts that were published during the selected time period.

Post Summary - Shares: Lifetime number of times all selected posts were shared.

Reels by Day: Number of reels posted during the selected time. Displayed by day.

Reels Play & Reach: Number of views during the selected time (all reels) and the number of unique accounts that have seen your reels, at least once. displayed per day and categorized by Plays and Reach.

Reels Engagement: Total engagement with reels that were published during the selected time. Displayed per day and categorized by Comments, Shares, and Likes.

Reels Engagement by Day: Displays the engagement received by Reels for each day of the week.

**Reels Summary - Total Reels: **Number of reels that were published during the selected time

Reels Summary - Total Plays: Number of times your post appeared on a person's page since they were posted

Reels Summary - Unique Plays: Number of times your post appeared on a person's page since they were posted

Reels Summary - Replays: The number of times your reel starts to play again after an initial play of your reel.

Reels Summary - Reach: Number of unique people who viewed the selected posts since they were posted

Reels Summary - Average Reach: Average number of unique people who viewed the selected posts since they were posted.

Reels Summary - Total View Time: The total number of minutes your reel played, including time spent replaying your reel.

Reels Summary - Engagement: Number of times an action was made with the selected posts since they were posted.

Reels Summary - Engagement Rate: Formula: Engagement/Reach*100

Reels Summary - Comments: Number of comments on all posts since they were posted

Reels Summary - Likes: Number of likes on all posts since they were posted.

Reels Summary - Shares: Number of times all selected posts were saved.

Video Views: Number of views during the selected period; graphed per day.

Video Minutes Viewed: Minutes viewed; graphed per day.

Video Summary - Total Videos: Number of videos that were published during the selected time

Video Summary - Reach: Number of unique people who viewed your post since it was posted.

Video Summary - Average number of unique people who viewed your post since it was posted.

Video Summary - Impression: Number of times the video appeared on a person's page since posted

Video Summary - Average Impressions: Average number of times the video appeared on a person's page since posted

Video Summary - Views: Number of times the video was viewed for at least 3 seconds.

Video Summary - Average views: Average number of times the video was viewed for at least 3 seconds

Video Summary - Engagement: Number of times an action was made with your video since it was posted

Video Summary - Engagement Rate: Formula: Engagement/Reach*100

Top Performing Posts: 3 Most Engaged Posts, 3 Highest Reached Posts, and 3 Most Shared Posts.

Least Performing Posts: 3 Least Engaged Posts, 3 Lowest Reached Posts, and 3 Least Shared Posts.

Top Performing Reels: 3 Most Engaged Reels, 3 Highest Reached Reels, and 3 Most Shared Reels

Best time to post

Hashtags (hashtag statistics is calculated from your last 600 posts)

Facebook Pages Comparison

Post: A short-form content or message published on Facebook, which can include text, images, videos, links, and audio files.

**Page Followers: **Total number of followers on each page during the selected period.

**Page Posts Impressions (Organic vs Paid): **Number of times each page’s posts appeared on a person’s screen, broken down into organic and paid impressions.

**Page Posts Organic Impressions (Viral vs Non-Viral): **Number of times each page’s posts appeared organically on a person’s screen, with breakdown into viral (seen because friends interacted) and non-viral (seen directly) impressions.

**Facebook Page Comparison: **Allows you to directly compare multiple pages’ performance (followers, posts, reach, engagement) against each other.

**Facebook Page – Followers (Last 12 Months): **Historical follower count over the past 12 months for each page.

**Facebook Page – Published Posts (Last 12 Months): **Number of posts published on each page over the past 12 months.

Facebook Page – Post Engagements (Last 12 Months): Total interactions (likes, comments, shares, clicks) on posts published in the last 12 months for each page.

Facebook Page – Published Reels (Last 12 Months): Number of reels published on each page over the past 12 months.

**Facebook Page – Published Reels Plays (Last 12 Months): **Total number of times reels were played for each page during the last 12 months.

**Facebook Page – Published Videos (Last 12 Months): **Number of videos published on each page in the last 12 months.

Facebook Page – Published Video Views (Last 12 Months): Number of views on videos published by each page over the last 12 months.

Instagram Business - Profile Performance Report

Instagram Business - Post Performance Report

Instagram Business Profiles Comparison

Google Business Location Report

Google Business Report: Provides a breakdown and trend analysis of various statistics, including profile views, website visits from the profile, people asking for directions, calls, messages, posts, and media.

Business Views: The number of times your business was viewed.

Customer Actions: Information on actions taken by customers after learning about your business.

Reviews: Shows reviews given for your business.

TikTok Business - Profile Report

TikTok Report: Provides a breakdown of key statistics, including the number of posts, followers, likes, and comments.

Followers: Indicates the number of people who follow your TikTok channel.

Profile Views: Shows how many people have viewed your TikTok profile.

Video Views: Displays the number of views your posted videos have received.

Engagement by Type: Provides data on the types of engagement used by your followers, such as likes, comments, and shares.

Followers By Gender: Offers insights into the gender breakdown of your TikTok followers.

Viewers by Country: Aggregated number of people from the top 5 countries who viewed your posted videos.

TikTok Business Profiles Comparison

Posts: Shows the total number of posts on your TikTok profile.

Followers: Indicates the number of people who follow your TikTok channel.

Video Views: Displays the number of views your posted videos have received.

Engagement by Type: Provides data on the types of engagement used by your followers, such as likes, comments, shares, and saves.

TikTok Profile Comparison: Allows you to compare your performance and posts with similar TikTok profiles.

LinkedIn Company - Page Report

LinkedIn Company Report: Offers a detailed overview of key metrics, including followers, page views, impressions, and engagement.

Followers Gained and Lost: Shows the number of followers gained and lost each week.

Page Views: Displays the total number of times your LinkedIn company page was viewed within a selected timeframe.

Unique Visitors: Represents the number of unique individuals who visited your LinkedIn company page.

Page Impressions: Shows the total number of impressions your company page posts have generated during the selected period.

Page Engagement: Highlights the number of organic clicks, likes, comments, and shares your company page has received over the selected period.

Demographics (Followers by Job Function): Provides insights into your followers based on their job function.

Demographics (Followers by Industry): Breaks down your followers by their industry.

Demographics (Followers by Company Size): Shows the distribution of your followers based on their company size.

Demographics (Followers by Seniority Level): Displays follower information based on their seniority level within their organizations.

Demographics (Followers by Location): Offers insights into your followers based on their locations (regions).

YouTube Account Report

YouTube Account: Gives a breakdown of key statistics, including subscribers, views, and engagement.

New Subscribers: Indicates the number of new subscribers on your YouTube channel.

Subscribers (chart): Indicates the number of subscribers lost and gained on your YouTube channel during the selected period.

Views: Shows the number of views your YouTube videos have received during the selected period.

Engagement: Provides data on the types of engagement your YouTube channel has received, such as likes, comments, and shares.

Posts by Day: Displays the number of posts for each day of the week during the selected period.

Views by Country: Gives data on the number of views by country.

Post Engagement by Day: Displays the number of post engagements for each day of the week during the selected period.

Videos: Shows the statistics for the top 10, 25, 50, or all video posts during the selected period.

Campaigns: Displays the statistics for the campaigns during the selected period.

YouTube Account Comparison

YouTube Account Comparison: Allows you to compare your performance with similar YouTube channels.

X - Profile Report

Profile Report: Provides a breakdown of key statistics, including total followers, total following, posts, and mentions.

Followers: Gives data on the number of followers your X profile has gained or lost per day.

Following: Gives data on the number of accounts you are following per day.

Posts: Gives data on the number of posts you have posted per day.

Mentions: Gives data on the number of times your X profile has been tagged or mentioned per day.

X - Profiles Comparison

Engagement: Provides data on the engagement your X profile has received.

Followers: Gives data on the number of followers your X profiles has gained or lost during the selected time period.

Following: Gives data on the number of accounts you are following during the selected time period.

Posts: Gives data on the number of posts you have posted during the selected time period.

X Profile Comparison: Allows you to compare the performance and posts between your X profiles.

Threads - Profile Report

Likes: The number of likes on your posts during the selected time period.

Replies: The number of Replies on your posts during the selected time period.

Reposts: The number of times your posts were reposted during the selected time period.

Quotes: The number of times your posts were quoted during the selected time period.

Followers: Your total number of followers on Threads.

Followers by Age and Gender: Your profile followers segmented by age and gender.

Followers by Location: Your profile followers segmented by location.

Followers by City: Your followers followers broken down by city.

NOTE: Demographics of followers will be available if your profile has more than 100 followers.

Threads - Posts Report

Posts: The number of posts (including videos) published during the selected time period.

Views: Total number of views of posts published during the selected time period.

Engagement : Sum of Likes, Replies, Reposts and Quates of posts published during the selected time period.

Posts by Type: Provides a breakdown of the number of posts by type, such as text, image, carousel, videos, and repost published during the selected time period.

Post Engagement by Day: Provides data on post engagement per the day of publishing.

Engagement by Post Frequency: Gives data on engagement based on post frequency, such as once, twice, three times, four times, and above four times daily.

Posts table: Shows data on posts published during the selected time period.

Pinterest Account Report

Pinterest Account: Gives a breakdown of key statistics, including followers, boards and pins.

Posts by Type: Provides a breakdown of the number of posts by type, such as images and videos.

Post Engagement by Type: Provides a breakdown of engagement for different post types, such as images and videos.

Posts by Day: Shows the number of posts made per day.

Post Engagement by Day: Provides data on post engagement per day.

Engagement by Post Frequency: Gives data on engagement based on post frequency, such as once, twice, three times, four times, and above four times daily.

Top Boards: Provides insights into the top 10 boards, including data on trends for pins, followers, and collaborators.

Top Pins: Shows data on the top 6 pins.

Campaigns: Gives data on campaigns, including posts, comments, and saves.

Cross Channel Performance Report

Cross Channel Performance Report: Provides data on the performance of all the social media channels you manage within the platform.

Meta Paid Reports

Meta Paid Campaigns Report: Gives data on your paid Meta campaigns.

Meta Paid Ads Report: Provides data on how your paid Meta ads are generating traffic.

Inbox Report

Inbox Report: Gives a breakdown of the following statistics: incoming items, completed items, and the completed items ratio.

Inbox Incoming Items: Provides data on incoming inbox items per day.

Inbox Completed Items vs Open Items: Gives data on completed vs. open items in your inbox per day.

Inbox Reply Items: Provides data on reply items in your inbox.

Inbox Items - Channels: Gives data on the items for each channel.

Inbox Sentiment (Trendline Chart): Provides data on the trending sentiments of the items in your inbox.

Inbox Items - Types (Table View): Gives data on the most active social network type in your inbox.

Inbox Items - Tags (Table View): Provides a breakdown of tag names, items, and the percentage of items in your inbox.

Busiest Time for All Inbound Interactions: Gives a breakdown of the busiest time of interaction per day in your inbox.

Team Performance by Completed items: Gives performance data for your top 10, 25, 50 or all team members. (Top 10 by default).

Team Performance by First Reply Time: Gives performance data for average first reply time (during business hours) and average reply wait time (during calendar hours).

Reply Stats by Team Member: Gives reply performance data for each team member.

Facebook Items: Provides data on your top 10, 25, 50 or all Facebook items. (Top 10 by default)

TikTok Items: Provides data on your top 10, 25, 50 or all TikTok items. (Top 10 by default)

Common Terms

Post: A short-form content or message published on social media, which can include text, images, videos, links, and audio files.

Engagement: This metric measures public interactions such as shares, likes, and comments on a given social media platform.

Reach: It represents the total number of unique viewers who have encountered a post or a page, including views from post shares.

Impressions: It quantifies the number of times a web element, page, post, or ad is displayed in a user's browser. Multiple views by the same user are counted individually.

Page Impressions: The number of times a PAGE appears in someone's timeline.

Post Impressions: The number of times a POST appears in someone's timeline.

Viral Impressions: The number of people who have come across content related to your page through actions like their friends liking or following your page, engaging with a post, sharing a photo of your page, or checking into your page.

Non-viral Impressions: The number of people who have seen content directly from your page without any friend-related actions.

Impression by Location: The total number of times a post or a page has been viewed in a specific location over a defined period.

Mention: The number of times a brand is referenced in posts or comments.

Account Mention: Measures the visibility and perception of a brand based on mentions.

The Best Time to Post: Determined by calculating the average number of online followers over a specific time range, helping identify the most opportune moments to share social media posts.

Cross Channel Report: Provides a summary of important statistics for each social media profile from different channels included, offering a comprehensive view of your social media performance.

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The Eclincher Support Team

Updated on: 13/04/2026