Essential Social Media Analytics Terminology
Understanding the Metrics That Matter in Social Media Analytics
Making informed marketing decisions starts with understanding what your data is actually telling you. This guide covers the key analytics terms and metrics available in Eclincher, organized by platform, so you always know what you are looking at and why it matters.
Common Terms
Post. A short-form piece of content published on social media, which can include text, images, videos, links, and audio files.
Engagement. Measures public interactions with your content, including shares, likes, and comments.
Reach. The total number of unique viewers who have seen a post or page, including views that came from shares.
Impressions. 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 each 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 came across your content because a friend liked, followed, shared, or engaged with your page.
Non-viral Impressions. The number of people who saw your content directly from your page, without any friend-related actions involved.
Impression by Location. The total number of times a post or page was viewed in a specific location over a defined period.
Mention. The number of times your brand is referenced in posts or comments.
Account Mention. Measures the visibility and perception of a brand based on how often it is mentioned.
Best Time to Post. Determined by calculating the average number of online followers over a specific time range, helping you identify the most effective times to publish content.
Cross Channel Report. Provides a summary of key statistics across all your social media profiles in one comprehensive view.
Facebook 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, including videos, posts, stories, and 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 visitor was logged in or not.
Page Followers. The total number of followers gained during the selected period.
Gain and 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 content from or about your page on each individual 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 and paid impressions.
Page Post Organic Impressions (Viral vs. Non-Viral). The total number of times your page posts appeared organically on someone's screen, categorized as viral or non-viral.
Followers by Country. The total number of followers from the top 5 countries that follow your page.
Followers by City. The total number of followers from the top 10 cities that follow your page.
Note: Follower demographics will only be available if your Facebook page has more than 100 followers.
Facebook Page Post Performance Report
Posts. The number of posts published during the selected time period.
Post Impressions. The number of times your posts appeared on someone's screen since they were published.
Post Reach. The number of unique accounts that have seen your content at least once, including in ads. This covers posts, stories, reels, videos, and live videos. Reach differs from Impressions in that it counts unique viewers only.
Post Engagement. Total engagement received by posts published during the selected time period.
Reels. The number of reels published during the selected time period.
Reels Plays. The number of times your reels were viewed during the selected time period.
Reels Reach. The number of unique accounts that have seen your reels at least once.
Reels Engagement. Total engagement received by reels published during the selected time period.
Videos. The number of videos published during the selected time period.
Video Views. The number of times your videos were viewed during the selected time period.
Video Reach. The number of unique accounts that have seen your videos at least once.
Video Engagement. Total engagement received by videos published during the selected time period.
Post by Type. A breakdown of the number of posts by content type, including Link, Photo, Video, Status, and Reels.
Post by Day. The number of posts published per day.
Post Engagement. Data on the types of engagement received by posts, including comments, shares, clicks, and reactions, displayed per day.
Post Total Engagement Over Time. Total engagement for posts published during the selected period, displayed per day.
Post Average Engagement by Type. The average engagement received per post type, categorized as Link, Photo, Video, Status, and Reel.
Post Average Engagement by Day. The average engagement received by posts for each day of the week, from Sunday to Saturday.
Post Average Engagement by Frequency. The average engagement based on how many times you post per day, categorized as once, twice, three times, four times, or more than four times.
Post Summary - Total Posts. The number of posts published during the selected time period.
Post Summary - Impressions. The number of times your posts appeared on someone's screen since they were published.
Post Summary - Reach. The number of unique people who viewed the selected posts over their lifetime.
Post Summary - Average Reach. The average number of unique people who viewed the selected posts over their lifetime.
Post Summary - Engagement. The number of times any action was taken on the selected posts over their lifetime.
Post Summary - Average Engagement Rate. Calculated as: Engagement divided by Reach, multiplied by 100.
Post Summary - Clicks. The number of times people clicked anywhere on the selected posts since they were published.
Post Summary - CTR. The percentage of times people saw the selected posts and then clicked on them. Calculated as: Clicks divided by Reach, multiplied by 100.
Post Summary - Reactions. Lifetime reactions, such as Like and Love, on all selected posts.
Post Summary - Comments. Total number of comments on posts published during the selected time period.
Post Summary - Replies. Total number of replies by page admins on posts published during the selected time period.
Post Summary - Shares. The lifetime number of times the selected posts were shared.
Reels by Day. The number of reels published per day during the selected time period.
Reels Play and Reach. The number of reel views and the number of unique accounts that saw your reels at least once, displayed per day.
Reels Engagement. Total engagement with reels published during the selected time period, displayed per day and broken down by Comments, Shares, and Likes.
Reels Engagement by Day. Engagement received by reels for each day of the week.
Reels Summary - Total Reels. The number of reels published during the selected time period.
Reels Summary - Total Plays. The total number of times your reels were played.
Reels Summary - Unique Plays. The number of unique accounts that played your reels.
Reels Summary - Replays. The number of times a reel was replayed after its initial play.
Reels Summary - Reach. The number of unique people who viewed your reels.
Reels Summary - Average Reach. The average number of unique people who viewed your reels.
Reels Summary - Total View Time. The total number of minutes your reels were played, including replays.
Reels Summary - Engagement. The number of times any action was taken on your reels.
Reels Summary - Engagement Rate. Calculated as: Engagement divided by Reach, multiplied by 100.
Reels Summary - Comments. The number of comments on your reels.
Reels Summary - Likes. The number of likes on your reels.
Reels Summary - Shares. The number of times your reels were shared.
Video Views. The number of video views during the selected period, shown per day.
Video Minutes Viewed. Total minutes viewed, shown per day.
Video Summary - Total Videos. The number of videos published during the selected time period.
Video Summary - Reach. The number of unique people who viewed your videos.
Video Summary - Average Reach. The average number of unique people who viewed your videos.
Video Summary - Impressions. The number of times your videos appeared on someone's screen since they were published.
Video Summary - Average Impressions. The average number of times your videos appeared on someone's screen.
Video Summary - Views. The number of times your videos were viewed for at least 3 seconds.
Video Summary - Average Views. The average number of times your videos were viewed for at least 3 seconds.
Video Summary - Engagement. The number of times any action was taken on your videos.
Video Summary - Engagement Rate. Calculated as: Engagement divided by Reach, multiplied by 100.
Top Performing Posts. Highlights the 3 most engaged posts, 3 highest reached posts, and 3 most shared posts.
Least Performing Posts. Highlights the 3 least engaged posts, 3 lowest reached posts, and 3 least shared posts.
Top Performing Reels. Highlights the 3 most engaged reels, 3 highest reached reels, and 3 most shared reels.
Best Time to Post. Shows the optimal times to publish based on your audience data.
Hashtags. Hashtag statistics are calculated from your last 600 posts.
Facebook Pages Comparison
Post. A short-form piece of content 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). The number of times each page's posts appeared on someone's screen, broken down into organic and paid impressions.
Page Posts Organic Impressions (Viral vs. Non-Viral). The number of times each page's posts appeared organically, broken down into viral and non-viral impressions.
Facebook Page Comparison. Allows you to directly compare the performance of multiple pages, including followers, posts, reach, and engagement.
Facebook Page - Followers (Last 12 Months). Historical follower count over the past 12 months for each page.
Facebook Page - Published Posts (Last 12 Months). The number of posts published on each page over the past 12 months.
Facebook Page - Post Engagements (Last 12 Months). Total interactions on posts published in the last 12 months for each page.
Facebook Page - Published Reels (Last 12 Months). The number of reels published on each page over the past 12 months.
Facebook Page - Published Reels Plays (Last 12 Months). The total number of times reels were played for each page during the last 12 months.
Facebook Page - Published Videos (Last 12 Months). The number of videos published on each page in the last 12 months.
Facebook Page - Published Video Views (Last 12 Months). The number of views on videos published by each page over the last 12 months.
Instagram Business Profile Report
Views. The total number of times your Instagram Business profile was viewed during the selected time period.
Reach. The number of unique accounts that have seen any of your content at least once during the selected time period.
Instagram Business Summary by Profile. A high-level overview of your Instagram Business profile's key performance metrics during the selected time period.
Gain and Lost Followers. The number of followers gained and lost during the selected time period.
Followers by Age and Gender. A breakdown of your followers segmented by age group and gender.
Total Interactions. The total number of interactions your profile received during the selected time period, including likes, comments, shares, and saves.
Total Interactions by Type. A breakdown of your total interactions categorized by type, such as likes, comments, shares, and saves.
Engaged Users. The number of unique accounts that interacted with your content during the selected time period.
Profile Link Taps. The number of times users tapped the link in your Instagram Business profile during the selected time period.
Followers by Country. A breakdown of your followers based on the top countries they are located in.
Followers by City. A breakdown of your followers based on the top cities they are located in.
Performance Summary. A comprehensive summary of your Instagram Business profile's overall performance during the selected time period.
Note: Follower demographics, including age, gender, country, and city breakdowns, will only be available if your Instagram Business profile has more than 100 followers.Instagram Business Post Performance Report
Post by Type. A breakdown of the number of posts published during the selected time period, categorized by content type such as images, carousels, and videos.
Post by Day. The number of posts published for each day during the selected time period.
Posts Views and Reach. The total number of views and the number of unique accounts that have seen your posts at least once during the selected time period.
Post Engagement. Total engagement received by posts published during the selected time period, including likes, comments, shares, and saves.
Post Engagement by Type. A breakdown of engagement categorized by type, such as likes, comments, shares, and saves.
Post Engagement by Day. Data on post engagement broken down by each day of the selected time period.
Post Average Engagement by Frequency. The average engagement received based on how many times you post per day, categorized as once, twice, three times, four times, and more than four times.
Posts Summary. A comprehensive summary of all post performance metrics during the selected time period.
Reels by Day. The number of reels published for each day during the selected time period.
Reels Plays and Reach. The total number of times your reels were played and the number of unique accounts that viewed them at least once during the selected time period.
Reels Engagement. Total engagement received by reels published during the selected time period.
Reels Engagement by Day. Data on reels engagement broken down by each day of the selected time period.
Stories by Day. The number of stories posted for each day during the selected time period.
Stories Views and Reach. The total number of views and the number of unique accounts that viewed your stories at least once during the selected time period.
Stories Engagement. Total engagement received by stories published during the selected time period.
Stories Engagement by Day. Data on stories engagement broken down by each day of the selected time period.
Top Posts. A visual overview of your highest performing posts during the selected time period.
Top Performing Posts. The posts that received the highest engagement during the selected time period.
Least Performing Posts. The posts that received the lowest engagement during the selected time period.
Top Posts Table. A detailed table view of your top performing posts and their key metrics.
Top Performing Reels. The reels that received the highest engagement during the selected time period.
Top Reels. A visual overview of your highest performing reels during the selected time period.
Top Performing Stories. The stories that received the highest engagement during the selected time period.
Top Stories. A visual overview of your highest performing stories during the selected time period.
Top Performing Videos. The videos that received the highest engagement during the selected time period.
Videos. A detailed view of video performance metrics during the selected time period.
Tag/Campaign. Performance data broken down by campaign tags applied to your posts during the selected time period.
Hashtags. Hashtag performance statistics calculated from your most recent posts.
Best Time to Post. Shows the optimal times to publish based on your audience activity and engagement patterns.
Reels Summary. A comprehensive summary of all reels performance metrics during the selected time period.
Instagram Business Profiles Comparison
Instagram Business Profiles Comparison. Allows you to directly compare the performance of multiple Instagram Business profiles side by side during the selected time period. Profiles are sortable by Total Followers for an easy at-a-glance view.
The comparison table includes the following metrics for each profile:
Total Followers. The current total number of followers on each Instagram Business profile.
New Followers. The number of new followers gained on each profile during the selected time period.
Posts. The total number of posts published on each profile during the selected time period.
Reach. The number of unique accounts that have seen any content from each profile at least once during the selected time period.
Reach per Post. The average number of unique accounts reached per post during the selected time period.
Engagement. The total number of interactions received by each profile during the selected time period, including likes, comments, shares, and saves.
Engagement per Post. The average number of interactions received per post during the selected time period.
Engagement Rate. The percentage of reached accounts that engaged with the content. Calculated as: Engagement divided by Reach, multiplied by 100.
All Pages Summary. A combined summary row that aggregates the performance metrics across all compared Instagram Business profiles during the selected time period.
TikTok Business Profile Report
TikTok Report. A breakdown of key statistics including posts, followers, likes, and comments.
Followers. The number of people who follow your TikTok channel.
Profile Views. The number of times your TikTok profile was viewed.
Video Views. The number of views your posted videos have received.
Engagement by Type. A breakdown of engagement types from your followers, including likes, comments, and shares.
Followers by Gender. Insights into the gender breakdown of your TikTok followers.
Viewers by Country. The aggregated number of viewers from the top 5 countries who watched your videos.
TikTok Business Profiles Comparison
Posts. The total number of posts on your TikTok profile.
Followers. The number of people who follow your TikTok channel.
Video Views. The number of views your posted videos have received.
Engagement by Type. A breakdown of engagement types including 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. A detailed overview of key metrics including followers, page views, impressions, and engagement.
Followers Gained and Lost. The number of followers gained and lost each week.
Page Views. The total number of times your LinkedIn company page was viewed within the selected time period.
Unique Visitors. The number of unique individuals who visited your LinkedIn company page.
Page Impressions. The total number of impressions generated by your company page posts during the selected period.
Page Engagement. The number of organic clicks, likes, comments, and shares your company page has received during the selected period.
Demographics - Followers by Job Function. Insights into your followers based on their job function.
Demographics - Followers by Industry. A breakdown of your followers by industry.
Demographics - Followers by Company Size. The distribution of your followers based on company size.
Demographics - Followers by Seniority Level. Follower information based on seniority level within their organizations.
Demographics - Followers by Location. Insights into your followers based on their geographic region.
YouTube Account Report
YouTube Account. A breakdown of key statistics including subscribers, views, and engagement.
New Subscribers. The number of new subscribers gained on your YouTube channel.
Subscribers (Chart). The number of subscribers lost and gained during the selected period.
Views. The number of views your YouTube videos received during the selected period.
Engagement. A breakdown of engagement types your YouTube channel has received, including likes, comments, and shares.
Posts by Day. The number of posts published for each day of the week during the selected period.
Views by Country. Data on the number of views broken down by country.
Post Engagement by Day. The number of post engagements for each day of the week during the selected period.
Videos. Statistics for the top 10, 25, 50, or all video posts during the selected period.
Campaigns. Statistics for campaigns during the selected period.
YouTube Account Comparison
YouTube Account Comparison. Allows you to compare your channel's performance with similar YouTube channels.
X Profile Report
Profile Report. A breakdown of key statistics including total followers, total following, posts, and mentions.
Followers. Data on the number of followers your X profile has gained or lost per day.
Following. Data on the number of accounts you are following per day.
Posts. Data on the number of posts you have published per day.
Mentions. Data on the number of times your X profile has been tagged or mentioned per day.
X Profiles Comparison
Engagement. Data on the engagement your X profile has received.
Followers. Data on followers gained or lost during the selected time period.
Following. Data on the number of accounts you are following during the selected time period.
Posts. Data on the number of posts published during the selected time period.
X Profile Comparison. Allows you to compare the performance and posts across 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 followers segmented by age and gender.
Followers by Location. Your followers segmented by location.
Followers by City. Your followers broken down by city.
Note: Follower demographics will only 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. The total number of views on posts published during the selected time period.
Engagement. The sum of likes, replies, reposts, and quotes on posts published during the selected time period.
Posts by Type. A breakdown of posts by content type, including text, image, carousel, video, and repost.
Post Engagement by Day. Data on post engagement per the day of publishing.
Engagement by Post Frequency. Data on engagement based on how often you post per day, categorized as once, twice, three times, four times, and more than four times.
Posts Table. Data on all posts published during the selected time period.
Pinterest Account Report
Pinterest Account. A breakdown of key statistics including followers, boards, and pins.
Posts by Type. A breakdown of posts by content type, including images and videos.
Post Engagement by Type. A breakdown of engagement for different post types, including images and videos.
Posts by Day. The number of posts published per day.
Post Engagement by Day. Data on post engagement per day.
Engagement by Post Frequency. Data on engagement based on posting frequency per day.
Top Boards. Insights into the top 10 boards, including data on pins, followers, and collaborators.
Top Pins. Data on the top 6 pins.
Campaigns. Data on campaigns including posts, comments, and saves.
Cross Channel Performance Report
Cross Channel Performance Report. Provides a comprehensive view of performance data across all the social media channels you manage within Eclincher.
Meta Paid Reports
Meta Paid Campaigns Report. Data on your paid Meta campaigns.
Meta Paid Ads Report. Data on how your paid Meta ads are driving traffic.
Inbox Report
Inbox Report. A breakdown of incoming items, completed items, and the completed items ratio.
Inbox Incoming Items. Data on incoming inbox items per day.
Inbox Completed Items vs. Open Items. Data on completed versus open items in your inbox per day.
Inbox Reply Items. Data on reply items in your inbox.
Inbox Items by Channel. Data on items broken down by each connected social media channel.
Inbox Sentiment (Trendline Chart). Data on the trending sentiments of items in your inbox.
Inbox Items by Type (Table View). Data on the most active social network type in your inbox.
Inbox Items by Tags (Table View). A breakdown of tag names, items, and the percentage of items in your inbox.
Busiest Time for All Inbound Interactions. A breakdown of the busiest interaction times per day in your inbox.
Team Performance by Completed Items. Performance data for your top 10, 25, 50, or all team members.
Team Performance by First Reply Time. Data on the average first reply time during business hours and the average reply wait time during calendar hours.
Reply Stats by Team Member. Reply performance data for each individual team member.
Facebook Items. Data on your top 10, 25, 50, or all Facebook inbox items.
TikTok Items. Data on your top 10, 25, 50, or all TikTok inbox items.
Understanding these metrics is the foundation of a strong social media strategy. The more familiar you are with your data, the better equipped you are to make decisions that drive real results.
If you have any questions or need help navigating your analytics reports, our Support Team is always happy to help. Feel free to reach out anytime.
Thank you,
The Eclincher Support Team
Updated on: 28/05/2026
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