[Publish] Analytics: Posts Report

The Posts Report is available on our Pro and Business Plans. Learn more about our plans and pricing here.

Summary Report features
Performance metrics Common questions


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 user 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 webinar here!

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-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.

Download a sample report here

Performance metrics

The table below provides an overview of which performance metrics are available for each type of social account. You can find a detailed description of each metric here.

Likes Clicks Comments Shares Reach
Facebook Pages and Groups ✓ (Pages only)
Instagram Profiles
Twitter Profiles ✓ (Mentions) ✓ (Retweets) ✓ ( Potential)
LinkedIn Profiles and Pages
Pinterest Profiles ✓ (Repins)

Common questions


What could cause discrepancies between the data seen in the Posts Report here, and data in native analytics?

There are a couple of reasons you might see a discrepancy between the data in the Posts Report and the data in native analytics. Please visit the links below for more information.


Are native posts included in the Posts Report?

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

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.


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.


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.

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