Overview
Audience engagement analytics show how your social media accounts are performing over time. These analytics include:
- How your audience is growing
- How many people are seeing your content
- How users are engaging with your posts
Unlike post engagement analytics, which look at individual post performance, account engagement analytics focus on your overall account trends.
Please note:
- Some metrics aren't available on all platforms. Supported platforms are specified for each metric.
- Most data comes directly from the social media platforms, but some are estimated or calculated by Engage+ Content Marketing. These are marked with an asterisk (*).
- All Instagram metrics include Reels.
IN THIS ARTICLE
How to use filters
Filter by social account
Filter by time period
Key metrics in engagement account
Audience Growth
Exposure
Engagement Breakdown
Engagement Rate
How to use filters
You can narrow your results using two main filters.
Filter by social account
Use the account selector (top left of the screen) to choose one or more social media accounts to include in your data.
Filter by time period
Use the date selector (top right of the screen) to:
- Choose a preset time range (like “Last 7 Days”)
- Set a custom start and end date
- Add a comparison period to see how results have changed over time
Once you select both time periods, you’ll see a percentage change for each metric—helping you quickly understand performance trends.
Key metrics in engagement account
Audience Growth
Refers to the increase in followers or subscribers on a content platform. Key metrics include Total Followers, Followers Gained, and Followers Lost. These metrics help assess how well a platform is attracting and retaining its audience.
Total Followers
Facebook, Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile, TikTok
The total number of people that follow your brand's page(s) on social media.
Note: Facebook Follower reporting starts from 3/6/2024.
Followers Gained
Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile, TikTok
The number of people that started following your brand's page(s) on social media during the current reporting period.
Followers Lost
Instagram, LinkedIn*, YouTube, Pinterest, Google Business Profile, TikTok
The amount your audience decreased within the current reporting period.
Derived metrics:
- LinkedIn: Period End Followers - Period Start Followers - Followers Gained
Facebook Fans
The total number of people that have liked your brand's Facebook page(s).
Exposure
These statistics assess the extent and impact of your content's visibility. Exposure metrics may include impressions, which denote the total number of times your content was viewed, and reach, indicating the distinct number of users who have viewed your content. These metrics offer insights into the distribution of your content and its effectiveness in reaching your target audience.
Impressions
Facebook, Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile*, TikTok*
The number of times your content is viewed by someone.
Derived metrics:
- TikTok: Profile Views + Video Views
- GBP: Maps Impressions + Search Impressions
Reach
Facebook*, Instagram*, YouTube, Google Business Profile*
The number of distinct individuals who saw the content at least once. Note that daily reach numbers will not add up to overall reach for a given period due to overlapping audiences from day to day.
Derived metrics:
- Facebook: Sum of Daily Reach
- Instagram: Sum of Daily Reach
- GBP: Impressions
Engagement Breakdown
Engagement Breakdown refers to the analysis of various metrics that measure the level of interaction and engagement that users have with your content. This includes tracking the number of reactions, comments, shares, and clicks your content receives. By monitoring the engagement breakdown, you can gain insight into what type of content resonates most with your audience, allowing for more informed decision-making and strategy optimization.
Overall
Facebook, Instagram, LinkedIn, YouTube, Pinterest, Google Business Profile*, TikTok*
The cumulative amount of reactions, comments, shares and clicks garnered during the selected reporting period.
Derived metrics:
- TikTok: Likes + Comments + Shares
- Google Business Profile (GBP): Conversations + Direction Requests + Phone Call Clicks + Website Clicks + Bookings + Food Orders + Food Menu Clicks
Reactions
Facebook, Instagram, LinkedIn, YouTube, Google Business Profile, TikTok
The total number of reactions your content has received during the selected reporting period.
Comments
Facebook, Instagram, LinkedIn, YouTube, TikTok
The total number of comments left on your content during the selected reporting period.
Note: Facebook does not provide a page-level individual metric for comments.
Shares
Facebook, Instagram, LinkedIn, YouTube, TikTok
The total number of times your content has been shared during the selected reporting period.
Note: Facebook does not provide a page-level individual metric for shares.
Clicks
Facebook, Instagram*, LinkedIn, YouTube, Pinterest*, Google Business Profile*, TikTok
The total number of clicks on your content or page during the selected reporting period.
Derived metrics:
- Instagram: Direction Clicks + Phone Call Clicks + Text Message Clicks + Website Clicks
- Pinterest: Pin Clicks + Outbound Clicks
- Google Business Profile (GBP): Call Clicks + Website Clicks + Food Menu Clicks
Note: Facebook does not provide a page-level individual metric for clicks.
Engagement Rate
Instagram, LinkedIn, Pinterest, TikTok
This is a key performance indicator (KPI) often used to gauge the effectiveness of social media content. It is calculated by dividing the total engagement (reactions, comments, shares, etc.) by the total impressions. A higher engagement rate generally indicates more effective content, as it shows a higher proportion of your audience is interacting with your posts.
Note: Meta has deprecated the Facebook API metrics used to derive Engagement Rate as of March 17th, 2024. Facebook Engagement Rate data will only be shown up until that date.
The overall Engagement Rate for a period of time is equal to the Engagement Rate of the last (ending) day in the selected date range.