[Publish] Analytics: Posts Report

The Posts Report is available on our Pro and Business Plans. The Posts Report is not available on the Free Plan. More information on our plans can be found here.

IN THIS ARTICLE

Summary

The Posts Report provides a history of every post that has been published. You’re able to see the dates and times the posts were shared, the team member who scheduled the posts, and key performance metrics, such as likes and clicks.

Looking at your posts individually allows you to draw comparisons and see patterns around which posting times might be working best for you, and what type of content your audience might be most engaged with.

On the Business Plan, you’ll have the added benefit of being able to export this data to CSV, allowing further filtering and analysis.

Keen to see Analytics and Reports in action?  Join a Buffer Publish for Business webinar →

Report Features

Customizing the report

Along the top of the report you’ll see options for sorting by popularity, filtering by type, and customizing the date range. As an example, you might like to look for posts that got the most number of clicks, but only those that included an image. You can use the date picker to choose a preselected or custom date range. This is a great way of finding content you might want to repurpose and share again.

Please note, the date range picker shown at the top of the report is specifically designed to be used in conjunction with a) the Most/Least Popular sorting options (described above) and b) the CSV export (described below). If you have the Recent tab selected, you will see all posts in chronological order. If you keep scrolling, more and more posts will load. Changing the date range when you have the Recent tab selected, will have no effect.

Re-Buffer

Re-sharing content can be an important part of your social media strategy, because it allows you to reach audiences who might not have seen your content the first time around. The Re-Buffer feature allows you to add published posts back into your Queue. Due to social networks becoming much stricter on the duplication of content, we recommend using this feature lightly, and making changes to your posts before sharing them multiple times. For more information and guidance on re-sharing posts, please check out this guide.

Exporting to CSV

The ability to export data to CSV is only available on the Business Plan. More information on our plans can be found here.

Your report data can be exported to CSV by clicking the Export button. Please note, the export will adhere to any customizations you currently have in place. For example, if you have filtered the report to only show posts that included an image, only those posts will be exported to CSV.

If you’d like to download a report of all data over a specified date range, in chronological order, please re-select the Recent option and then set the date range you’d like to use, before clicking Export.

You can download a sample report here >>

Performance Metrics and Data Sources

Summary table

The table below provides an overview of which performance metrics are available for each type of social account. For a description of each metric, along with information on where the data comes from, please expand the relevant sections below the table.

Likes Clicks Comments Shares Reach
Twitter Profiles
✓ (Mentions) ✓ (Retweets) ✓ ( Potential)
Facebook Pages & Groups ✓ (Pages only)
Instagram Profiles
LinkedIn Profiles & Pages
Google+ Profiles & Pages ✓ (+1s) ✓ (Reshares)
Pinterest Profiles ✓ (Repins)

Please note, the data for Twitter comes from a different source depending on whether you’re subscribed to the Pro Plan or the Business Plan, which is why there are two Twitter Profiles sections below. Please ensure you’re looking at the right section, depending on which plan you’re currently subscribed to.

Twitter Profiles on the Pro Plan >>

The following performance metrics are available for Twitter Profiles:

  • Retweets: The number of times your tweet has been retweeted
  • Likes: The number of likes your tweet received
  • Mentions: The number of replies on your tweet
  • *Clicks: The number of clicks your tweet received
  • Potential Reach: This metric is calculated by Buffer Publish and is a sum of your followers plus the followers of people who have retweeted your tweet

Where does the data come from? Click metrics are pulled from Bit.ly. All other metrics are pulled from the Twitter API.

* We are only able to track clicks on shortened links. If link shortening is turned off, click metrics will not be available.

Click metrics shown in the Posts Report on the Pro Plan are pulled from Bit.ly. Bit.ly counts the total number of times a link has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see will include all of those clicks.

Twitter on the other hand, will simply count the number of clicks on the one specific tweet. This means you may notice a discrepancy between click metrics in Buffer Publish compared to Twitter Analytics.

For more information on this, please check out this guide >>

Twitter Profiles on the Business Plan >>

The following performance metrics are available for Twitter Profiles:

  • Retweets: The number of times your tweet has been retweeted
  • Likes: The number of likes your tweet received
  • Mentions: The number of replies on your tweet
  • *Clicks: The number of clicks your tweet received
  • Potential Reach: This metric is calculated by Buffer Publish and is a sum of your followers plus the followers of people who have retweeted your tweet

Where does the data come from?  On the Business Plan, all metrics are pulled from Gnip, which is Twitter’s enterprise data service. Since data is pulled from GNIP, we are able to continue tracking clicks even if link shortening is disabled, unlike on the Pro Plan, where click data is pulled from Bit.ly.

* Click metrics shown in the Posts Report on the Business Plan are pulled from Gnip. Gnip counts the number of clicks on a specific tweet.

Bit.ly on the other hand, will count the total number of times a specific ink has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see in Bit.ly will include all of those clicks. This means you may notice a discrepancy between click metrics in Buffer Publish compared to Bit.ly.

Facebook Pages and Groups >>

The following performance metrics are available for Facebook Pages and Groups:

  • Comments: The number of comments on your post
  • Likes: The number of likes your post received
  • *Clicks: The number of clicks your post received
  • Reach: The number of unique people who saw your post (only available for Facebook Pages, not Groups)
  • Shares: The number of times your post was shared

Where does the data come from?  All metrics are pulled from the Facebook Graph API.

* Click metrics shown in the Posts Report are pulled from the Facebook Graph API, and we're specifically tracking "post clicks" as opposed to "link clicks". "Post clicks" include clicks anywhere on the post, e.g. clicking on a link attachment, an attached image, the avatar of the Page, the timestamp, etc.

We are not currently tracking "link clicks" in the Posts Report, which are those that specifically take place on a link. If you're looking at "link clicks" in Facebook Insights, this number won't match the click count in the Posts Report within Buffer Publish because they are actually two different metrics.

Instagram Profiles >>

The following performance metrics are available for Instagram Profiles:

  • Comments: The number of comments on your post
  • Likes: The number of likes your post received

Where does the data come from?  All metrics are pulled from the Instagram Graph API.

LinkedIn Profiles and Pages >>

The following performance metrics are available for LinkedIn Profiles and Pages:

  • Comments: The number of comments on your post
  • Likes: The number of likes your post received
  • *Clicks: The number of clicks your post received

Where does the data come from?  Comments and Likes metrics are pulled from the LinkedIn API. Click metrics are pulled from Bit.ly.

* We are only able to track clicks on shortened links. If link shortening is turned off, click metrics will not be available.

Click metrics shown in the Posts Report are pulled from Bit.ly. Bit.ly counts the total number of times a link has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see will include all of those clicks.

LinkedIn on the other hand, will simply count the number of clicks on the one specific post. This means you may notice a discrepancy between click metrics in Buffer Publish compared to LinkedIn Analytics.

For more information on this, please check out this guide >>

Google+ Profiles and Pages >>

The following performance metrics are available for Google+ Profiles and Pages:

  • Comments: The number of comments on your post
  • *Clicks: The number of clicks your post received
  • Reshares: The number of times your post was shared
  • +1s: The number of +1s your post received

Where does the data come from?  Comments, Reshares, and +1s metrics are pulled from the LinkedIn API. Click metrics are pulled from Bit.ly.

* We are only able to track clicks on shortened links. If link shortening is turned off, click metrics will not be available.

Pinterest Profiles >>

The following performance metrics are available for Pinterest Profiles:

  • Comments: The number of comments on your post
  • Likes: The number of likes your post received
  • Repins: The number of times your post was pinned

Where does the data come from?  All metrics are pulled from the Pinterest API.

Common questions

1

Are native posts included in the Posts Report?

Pro Plan Business Plan
Twitter Profiles
Facebook Pages & Groups
Instagram Profiles
LinkedIn Profiles & Pages
Google+ Profiles & Pages
Pinterest Profiles
2

How far back does the data go?

Analytics are never deleted so you'll be able to scroll down as far back as the first post you shared through Buffer Publish. There is no currently a way to customize the report by date range on the Pro Plan, which does make it a bit tricky to look back at posts further in the past. We're really sorry for any inconvenience this might cause.

When you subscribe to a Business Plan, or connect a new Twitter, Facebook, or Instagram account and you’re already on a Business Plan, Buffer Publish will backfill the past 200 native posts.

3

Why aren't my posts being filtered by the custom date range I've set?

The date range picker shown at the top of the report is specifically designed to be used in conjunction with a) the Most/Least Popular sorting options and b) the CSV export. If you have the Recent tab selected, you will see all posts in chronological order.

If you keep scrolling, more and more posts will load. Changing the date range when you have the Recent tab selected, will have no effect. We're really sorry not to have made this clearer; we're hoping to make some improvements to this soon.

4

For Twitter on the Pro Plan, LinkedIn Profiles and Pages, and Google+ Profiles and Pages, we're are only able to track clicks on shortened links, since the click tracking data is pulled from Bit.ly. If  link shortening is turned off, click metrics will not be available.

5

Why don't I see performance metrics on my retweets?

The metrics we're able to grab from Gnip are of the original tweet, and not your retweet. For this reason, you'll see your retweets listed in the Posts Report, but performance metrics will not be available on those.

6

Why might there be a discrepancy between clicks in Buffer Publish and clicks in Twitter Analytics?

Click metrics shown in the Posts Report on the Pro Plan are pulled from Bit.ly. Bit.ly counts the total number of times a link has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see will include all of those clicks.

Twitter on the other hand, will simply count the number of clicks on the one specific tweet. This means you may notice a discrepancy between click metrics in Buffer Publish compared to Twitter Analytics.

For more information on this, please check out this guide >>

If you're on the Business Plan, click metrics are pulled into Buffer Publish from Gnip, which is Twitter's enterprise data service, so there should not be this discrepancy.  For more help, please head over to this guide.

7

Why might there be a discrepancy between the data in Buffer Publish and the data in Facebook Insights?

Click metrics shown in the Posts Report are pulled from the Facebook Graph API, and we're specifically tracking "post clicks" as opposed to "link clicks". "Post clicks" include clicks anywhere on the post, e.g. clicking on a link attachment, an attached image, the avatar of the Page, the timestamp, etc.

We are not currently tracking "link clicks" in the Posts Report, which are those that specifically take place on a link. If you're looking at "link clicks" in Facebook Insights, this number won't match the click count in the Posts Report within Buffer Publish because they are actually two different metrics.

8

Why might there be a discrepancy between clicks in Buffer Publish and clicks in LinkedIn Analytics?

We are only able to track clicks on shortened links. If link shortening is turned off, click metrics will not be available.

Click metrics shown in the Posts Report are pulled from Bit.ly. Bit.ly counts the total number of times a link has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see will include all of those clicks.

LinkedIn on the other hand, will simply count the number of clicks on the one specific post. This means you may notice a discrepancy between click metrics in Buffer Publish compared to LinkedIn Analytics.

For more information on this, please check out this guide >>

9

What is the Potential Reach metric for Twitter?

This metric is calculated by Buffer Publish and is a sum of your followers plus the followers of people who have retweeted your tweet. For example, if you have 100 followers on Twitter, your Potential Reach when you share a tweet, would be 100. If someone then retweeted your tweet and they have 150 followers, your potential reach becomes 250.

10

What is a Top Post?

You’ll notice that some of your posts in the Posts Report display a “Top Post” tag. This allows you to see what types of content are gaining the most engagement.

We create an average score for all posts by taking all of the aggregated metrics (*excluding clicks) and averaging them out. This then serves as the baseline for what we consider Top Posts. The next step is to take the aggregated stats for a single post and multiply those by 1. We then take the average we ended up with and multiple that by 1.5. If our aggregated stats from the single post are still greater than the average score multiplied by 1.5, it will display the “Top Post” tag.

Click metrics are not taken into account when calculating Top Posts; only actions that serve as an endorsement of the post.