[Publish] Analytics: Analysis Report

The Analysis Report is only available on our Business Plans. More information on our plans can be found here.

IN THIS ARTICLE

Report Features

The Analysis Report provides a simple chart allowing you to compare two metrics over a defined date range, as well as a table of your recently published posts.

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Customizing the date range

Use the date picker to choose a preselected or custom date range. This will be reflected in both the metrics table and recent posts table.

Metrics chart

The metrics chart allows you to view and compare engagement metrics and followers over time. This chart allows you to gain insight into the general engagement of your posts. Use the drop downs at the bottom right of the chart to choose two metrics you'd like to compare.  See here for a list of available metrics for each social network.

Recent posts table

The table shows posts that have been published within the selected date range.

Exporting to CSV

The Recent Posts table can be exported to CSV by clicking the Export as .CSV button.

Please note, only the table of recent posts will be exported to CSV. It's not currently possible to export the metrics chart into any format.

Performance Metrics and Data Sources

The performance metrics available in the chart will depend on the type of social account you're looking at. For a description of each metric, along with information on where the data comes from, please expand the relevant sections below.

The Analysis Report for Twitter Profiles has been superseded by the  Overview Report and is therefore no longer available. If you're on a legacy Business Plan, and therefore don't have access to the Overview Report, then the Analysis Report will still be available to you.

Twitter Profiles >>

The following performance metrics are available for Twitter Profiles:

  • Posts Per Day: The number of tweets sent in the selected date range, which includes tweets sent outside of Buffer Publish.
  • Likes: The number of likes your tweets received in the selected date range.
  • Clicks: The number of clicks your tweets received in the selected date range.
  • Mentions: The number of replies on your tweets in the selected date range.
  • Retweets: The number of times your tweets have been retweeted in the selected date range.
  • 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 tweets in the selected date range.
  • Followers: The total number of your followers in the selected date range.
  • New Followers: The number of followers you gained or lost during selected date range.

Where does the data come from? All metrics, including clicks, are pulled from Gnip, which is Twitter’s enterprise data service.

* Click metrics shown in the Overview Report 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:

  • Posts Per Day: The number of posts sent in the selected date range, which includes posts sent outside of Buffer Publish.
  • Likes: The number of likes your posts received in the selected date range.
  • Comments: The number of comments on your posts in the selected date range.
  • *Clicks: The number of clicks your posts received in the selected date range.
  • Shares: The number of times your post were shared in the selected date range.
  • Reach: The number of unique people who saw your posts in the selected date range (only available for Facebook Pages, not Groups).
  • Followers: The total number of your followers in the selected date range.
  • New Followers: The number of followers you gained or lost during selected date range.

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

* Click metrics shown in the Analysis 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 Analysis 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 Analysis Report within Buffer Publish because they are actually two different metrics.

Instagram Profiles >>

The following performance metrics are available for Instagram Profiles:

  • Posts Per Day: The number of posts sent in the selected date range, which includes posts sent outside of Buffer Publish.
  • Comments: The number of comments on your posts in the selected date range.
  • Likes: The number of likes your posts received in the selected date range.
  • Followers: The total number of your followers in the selected date range.
  • New Followers: The number of followers you gained or lost during selected date range.

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

The amount of data we’re able to display for Instagram is a little different than for other social networks. With Twitter for example, we hold the data directly, whereas with Instagram, we’re only able to retrieve the data on an on-demand basis.

By default, we’ll pull in the initial first page of data for Instagram, which is what you’ll see within the Posts Report. This same information is then reflected in other places, such as the Analysis Report, and the Calendar. Without loading the data within the  Posts Report, it’s not going to find its way to those other places. As a result, you may find that data is missing from the Analysis Report due to the data not yet being pulled into the Posts Report on that on-demand basis.

The first thing to try would be to return to Posts Report and scroll further down in the list. Buffer Publish will then load the additional posts that were published further in the past. Once they've been loaded there, the data should then appear in those other places.

LinkedIn Profiles and Pages >>

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

  • Posts Per Day: The number of posts sent through Buffer Publish in the selected date range.
  • Comments: The number of comments on your posts in the selected date range.
  • Likes: The number of likes your posts received in the selected date range.
  • Clicks: The number of clicks your posts received in the selected date range.
  • Reshares: The number of times your posts were shared in the selected date range.
  • Connections: The total number of your connections (followers) in the selected date range.

Where does the data come from? Comments, Likes, Reshares, and Connections 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.

LinkedIn un-shorten links before they are displayed in the link attachment below the text. Unfortunately, we're not able to gather analytics for the un-shortened links in the link attachment.

We are, however, able to gather click counts for clicks on the shortened link in the update text. This can sometimes result in a discrepancy between click metrics in Buffer Publish compared to LinkedIn Analytics, depending on where the post is receiving clicks.

Google+ Profiles and Pages >>

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

  • Posts Per Day: The number of posts sent through Buffer Publish in the selected date range.
  • +1s: The number of +1s your posts received in the selected date range.
  • Comments: The number of comments on your posts in the selected date range.
  • *Clicks: The number of clicks your posts received in the selected date range.
  • Reshares: The number of times your posts were shared in the selected date range.
  • Followers: The total number of your followers in the selected date range.
  • New Followers: The number of followers you gained or lost during selected date range.

Where does the data come from? Comments, +1s, Reshares, Followers, and New Followers metrics are pulled from the Google+ 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:

  • Pins Per Day: The number of posts sent through Buffer Publish in the selected date range.
  • Comments: The number of comments on your posts in the selected date range.
  • Likes: The number of likes your posts received in the selected date range.
  • Repins: The number of times your posts were pinned in the selected date range.
  • Followers: The total number of your followers in the selected date range.
  • New Followers: The number of followers you gained or lost during selected date range.

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

Common Questions

1

Where is the Analysis Report for my Twitter Profile?

The Analysis Report for Twitter Profiles has been superseded by the  Overview Report and is therefore no longer available. If you're on a legacy Business Plan, and therefore don't have access to the Overview Report, then the Analysis Report will still be available to you.

2

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
3

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

There are a couple of reasons you might see a discrepancy between the data in the Analysis Report in Buffer Publish and the data in Twitter Analytics.

Firstly, all of the data Buffer Publish gets from Gnip is on a per-tweet basis and we're only able to check for new engagements a limited number of times on each tweet. In practice, we're able to get data for 7 days following a tweet being published. That means if you sent a tweet on Monday, we’ll keep checking it for new engagements and impressions until the following Sunday. After that, we can no longer re-check the tweet, and from then onward, its metrics will remain the same within Buffer Publish. Twitter, on the other hand, will continue to track data perpetually, meaning the data will continue to be updated as you receive more engagements after 7 days.

Secondly, Buffer Publish does not currently track data on retweets or replies in the Analysis Report, which is why you might notice the number of tweets may be lower than what you see in Twitter Analytics. The reason we don’t include retweets or replies is that they can skew the most useful insights that help measure and report performance on Twitter. Without replies and retweets, we’re able to more accurately measure and report your true performance on Twitter. For example, some brands use Twitter for customer service and therefore have a tremendous number of replies in a given time period. By their nature, replies have very low overall engagement and could make it otherwise appear like your total engagement is very low, when in reality your non-reply Tweets are performing very well.

4

Why might there be a discrepancy between clicks in Buffer Publish and clicks in Bit.ly?

Click metrics shown in the Analysis Report 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.

5

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

Click metrics shown in the Analysis 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 Analysis 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 Analysis Report within Buffer Publish because they are actually two different metrics.

6

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

LinkedIn un-shorten links before they are displayed in the link attachment below the text. Unfortunately, we're not able to gather analytics for the un-shortened links in the link attachment.

We are, however, able to gather click counts for clicks on the shortened link in the update text. This can sometimes result in a discrepancy between click metrics in Buffer Publish compared to LinkedIn Analytics, depending on where the post is receiving clicks.

7

Why might I not see all the posts for my Instagram Profile in the Analysis Report?

The amount of data we’re able to display for Instagram is a little different than for other social networks. With Twitter for example, we hold the data directly, whereas with Instagram, we’re only able to retrieve the data on an on-demand basis.

By default, we’ll pull in the initial first page of data for Instagram, which is what you’ll see within the Posts Report. This same information is then reflected in other places, such as the Analysis Report, and the Calendar. Without loading the data within the  Posts Report, it’s not going to find its way to those other places. As a result, you may find that data is missing from the Analysis Report due to the data not yet being pulled into the Posts Report on that on-demand basis.

The first thing to try would be to return to Posts Report and scroll further down in the list. Buffer Publish will then load the additional posts that were published further in the past. Once they've been loaded there, the data should then appear in those other places.