[Publish] Performance metric descriptions

IN THIS ARTICLE
Summary Facebook Pages and Groups
Instagram Profiles Twitter Profiles
LinkedIn Profiles and Pages Pinterest Profiles

Summary

A wide number of performance metrics are available throughout various reports within Buffer Publish. This guide provides a description of each metric, along with details on where the data is pulled from, and an indication of which reports the data can be found in.

Facebook Pages and Groups

All metrics are pulled from Facebook's Graph API.

Metric Description Available in Posts Report Available in Overview Report
Posts/Posts Per Day The number of posts sent.

Reach/Post Reach The number of unique people who saw your post(s). This metric is only available for Facebook Pages, not Facebook Groups.
Post Impressions The number of times people saw your post(s). This number will always be higher than Post Reach because some people will see your post(s) multiple times.

Likes The number of likes your post(s) received.
Reactions The number of reactions your post(s) received.

Comments The number of comments on your post(s).
Shares The number of times your post(s) were shared.
Clicks The number of clicks your post(s) received. This includes clicks anywhere on the post, e.g. link attachment, image, avatar, timestamp.
Link Clicks The number of link clicks your post(s) received. This number includes any link clicks, including posts with multiple links, or multiple clicks by one user. It includes any link that takes a user away from Facebook.

Page & Post Engagements The number of times people engaged with your post(s) through likes, comments, shares, and more.

Engaged Users The number of unique, engaged users. These users have liked your Page, or engaged with your content.

Total Fans/Followers Your total number of fans/followers.

New Fans/Followers The number of fans/followers you gained or lost.

Instagram Profiles

All metrics are pulled from Instagram's Graph API.

Metric Description Available in Posts Report Available in Overview Report
Posts The number of posts sent.

Reach The number of unique people who saw your post(s).

Impressions The number of times people saw your post(s). This number will always be higher than Post Reach because some people will see your post(s) multiple times.

Engagement Rate The percentage of impressions that resulted in an engagement (number of engagements divided by the number of impressions).
Likes The number of likes your post(s) received.

Comments The number of comments on your post(s).

Video Views The number of times your video(s) were viewed.
Post Saves The number of times your post(s) were saved.
New Followers The number of followers you gained or lost.

Total Followers Your total number of followers.

Twitter Profiles

On the Pro Plan, click metrics are pulled from Bit.ly, and all other metrics are pulled from the Twitter API. On the Business Plan, all metrics, (including click metrics) are pulled from Gnip, which is Twitter's enterprise data service.

Metric Description Available in Posts Report Available in Overview Report
Tweets/Posts Per Day The number of tweets sent, not including retweets or replies.

Impressions The number of times people saw your tweet(s), either in their timeline or search results.

Engagements The total number of times a user interacted with your tweet(s). Interactions include retweets, replies, follows, likes, and clicks on links, cards, hashtags, embedded media, username, profile photo, or tweet expansion.

Likes The number of likes your tweet(s) received.
Retweets The number of times your tweet(s) were retweeted.
Replies/Mentions The number of replies on your tweet(s).
Clicks The number of clicks your tweet(s) received.
Total Followers Your total number of followers.

New Followers The number of followers you gained or lost.

LinkedIn Profiles and Pages

Click metrics are pulled from Bit.ly, and all other metrics are pulled from the LinkedIn API.

Metric Description Available in Posts Report
Comments The number of comments on your post(s).
Likes The number of likes your post(s) received.
Reshares The number of times your post(s) were shared.
Clicks The number of clicks your post(s) received.

Pinterest Profiles

All metrics are pulled from the Pinterest API.

Metric Description Available in Posts Report
Comments The number of comments on your pin(s).
Likes The number of likes your pin(s) received.
Repins The number of times your pin(s) were pinned by other users.
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