How to use the Social Profile Performance Report?
Introducing the all-new Social Profile Performance Report that offers a holistic view of your social channels’ performance across all connected profiles. With this feature, users can now effortlessly assess their social impact across various accounts and locations through a unified report. This holistic approach allows for a deeper understanding of social channels' performance trends, empowering users to make informed decisions and optimize their strategies effectively.
Profile Performance
Go to the ‘Reports’ tab on the left navigation rail.
Click the ‘Social’ dropdown and select ‘Profile performance.’
Under the ‘Profile performance’ page, you will view the metrics for the following sections:
- Performance summary
- Audience growth
- Messaging volume
- Impressions
- Engagement
- Engagement rate
- Video views, and
- Published post
Let's dive into every section and explore it in detail.
Performance Summary
The first section the user will encounter is the ‘Performance summary.’ This section provides key profile performance metrics during the reporting period, including Impressions, Engagement, Engagement rate, and Post link clicks.
Impressions: The metric reflects the number of times your social posts, stories, ads, and other content linked to your page and the page itself were presented to users.
Engagement: Number of all interactions with your social media content, including reactions, comments, shares, link clicks, and other clicks.
Engagement rate: The number of times users engaged with your content as a percentage of impressions. Engagement rate indicates how engaged people are with your content.
Post link clicks: The number of times users clicked on links from your posts. Post link clicks do not apply to Instagram and YouTube.
The metrics in this section compare the past 30 days to the previous period, which encompasses the 30 days before that, indicated by the red/green arrows.
Audience Growth
View the metrics of how your audience grew during the reporting period.
Total Audience: The total number of your audience combined across all social channels on the last day of the reporting period.
Net Audience Growth: The net number of audience you acquired across all social channels during the reporting period (Past 30 days). This is calculated as Followers Gained - Followers Lost during the reporting period.
Hover over the graph to examine and view daily changes in the net audience growth, enabling the observation of metric fluctuations across individual social channels.
NOTE:
The feature of hovering over the graph for daily trend changes remains consistent across all sections, which we will explore below.
Hover over the numbers to compare the past 30 days and the previous period.
You can view the total audience growth at an individual social channel level. View the ‘Audience metric,‘ ‘Total audience,’ ‘Net audience growth,’ and the ’Percentage changes' in every metric across individual social channels.
NOTE:
The numbers and changes (↑↓) displayed in percentage for the ‘Total audience’ and ‘Net audience growth’ are derived from comparing the last 30 days to the preceding period (30 days prior to the last 30 days). This comparison over a 30-day period is consistent across all sections discussed below.
Messaging volume
View the messaging metrics regarding messages sent and received across all social channels (Cumulative report).
You can also view the messaging metrics regarding messages sent and received at an individual social channels level.
Delving further into sent and received message metrics can reveal intricate details about various message types across social channels.
The ‘Sent’ message metrics include the following for various social channels:
X (Formerly Twitter):
Messages sent - The number of tweets, quote tweets, @replies, and direct messages you sent.
Facebook:
Messages sent - The number of posts, comments, and private messages you sent.
Instagram:
Messages sent - The number of posts, Reels, direct messages, and comments you sent.
LinkedIn:
Messages sent - The number of posts and comments you sent.
YouTube:
Messages sent - The number of posts, comments, and replies you sent.
NOTE:
YouTube data will be updated once a day, so please expect a delay in the count total of both messages sent and received.
The ‘Received’ message metrics include the following for various social channels:
X (Formerly Twitter):
Messages received - The number of mentions, retweets, quote tweets, and direct messages your profiles received.
Facebook:
Messages received - The number of posts, comments, and private messages your pages received.
Instagram:
Messages received - The number of comments, direct messages, mentions, and media tags your profiles received.
LinkedIn:
Messages received - The number of comments your pages received.
YouTube:
Messages received - The number of comments and replies your channels received.
Impressions
View the number of times your content was seen across all social channels (Cumulative impressions including all social channels), which is total impressions.
View the number of impressions at an individual social channel level.
Here’s how the impression is considered across different social channels:
X (Formerly Twitter) Impressions: The number of times your posts were showcased to a user throughout the reporting timeframe. This encompasses instances where other users repost your posts without comments.
Facebook Impressions: The number of times any content affiliated with your page was viewed in the News Feed, ticker, or during visits to your Facebook Pages. This encompasses individuals who have liked your pages and those who haven't.
Instagram Impressions: The number of times your posts, stories, videos, and reels were shown to a user during the reporting period. Notably, for impressionsrimpressions include only organic views reportingeporting periods before June 28, 2019, impres reporting periods on or after June 28, 2019, impressions comprise both organic and paid views. Instagram impressions are exclusively accessible for Instagram Business Profiles.
LinkedIn Impressions: The number of times all your posts, including videos, were showcased to a user throughout the reporting duration.
Engagement
View how people are engaging with your content during the reporting period. You can view the total number of engagements, including all social channels.
You can also view engagement based on individual social channels.
Here’s how the engagements can be classified into various social channels:
Twitter Engagements: The total number of interactions a user has with your posts. These interactions comprise clicks anywhere on the post, reposts, replies, follows, likes, links, cards, hashtags, embedded media, username, or profile photo during the reporting timeframe.
Facebook Engagements: The combined number of reactions, comments, clicks, and shares on your Facebook posts during the reporting period.
Instagram Engagements: The cumulative count of likes, comments, post saves, story replies, and saves you've received on posts, videos, and IGTV videos during the reporting period.
LinkedIn Engagements: The total number of reactions, comments, shares, and clicks you've received during the reporting period.
YouTube Engagements: The overall count of likes, dislikes, comments, shares, clicks on annotations, clicks on cards within your video, and subscriptions to your channel from the video during the reporting period.
Engagement Rate
View how engaged people are with your content during the reporting period. Engagement Rate (per Impression) is the number of times users engaged with your posts during the reporting period as a percentage of impressions. This would typically be calculated as Total Engagements divided by the Total Impressions.
View the aggregated engagement rate that includes all social channels.
View the engagement rate per social channel at an individual level.
Video Views
View how your videos were viewed across networks during the reporting period.
You can view the total number of times users viewed your video posts across all social channels.
The number of video views per social channel at an individual level.
Here’s how the video views are measured across social channels.
Twitter Video Views: The number of times during the reporting period where your video post was at least 50% visible for a minimum of 2 seconds. This encompasses both autoplay and click-to-play views and is restricted to organic activity only.
Facebook Video Views: The amount of times during the reporting period that users watched your page's videos for at least 3 seconds. This includes both organic and paid activity.
Instagram Post Video Views: The total count of times during the reporting period that users watched your page's videos and reels for at least 3 seconds. This comprises both organic and paid activity.
YouTube Video Views: The number of times your video was viewed in the selected reporting period. This includes organic activity only.
NOTE:
For Reels, video views are mapped to plays on native as Instagram does not provide video views on Reels. A Reel played on a loop counts as 1 view.
Published Posts
View the number of posts published across networks during the reporting period.
The aggregate number of posts that you published, including all social channels.
The number of posts published per social channel at an individual level.
