This 11-page pdf breaks down social media metrics for Facebook, Instagram, Twitter, and LinkedIn all in one place. Not only do we share how each metric is defined but also how each metric is calculated and where the data can be found on each platform. Shore up on your analytics and wow your boss or clients in meetings - this guide is perfect for the social media manager on the go!

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Social Media
Analytics Guide

2. TERM
CAMPAIGN
AD SET
TOTAL
IMPRESSIONS
TOTAL REACH
ORGANIC
REACH
PAID REACH
Sets the overall objective for your
ad(s), such as “Engagement” or “Traffic”
or “Video views” to name a few.
Ad sets determine how an ad will run. This is
where you outline the unique budget,
audience targeting parameters, placements,
and schedule for an ad or a group of ads.
Showcases scale of social reach of
a post or campaign.
Showcases potential audience
size.
Showcases potential audience size
without advertising.
Showcases potential audience size
with advertising.
SIGNIFICANCE
#OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
PERSONAL
PLAN
24/7
$10
1000
5 hours
1 GB
Customizable
monthly
Contains ad sets and ads (graphic
+ copy)
A group of ads that share the
same budget, schedule, target and
delivery optimization
The number of times your
audience saw your message.
The number of potential
consumers that saw your
message.
The number of potential
consumers that saw your message
without advertising.
The number of potential
consumers that saw your message
with advertising.
DEFINITION
Source: Facebook Ads Manager
Calculation: N/A
SOURCE AND
CALCULATION
Facebook
Source: Facebook Ads Manager
Calculation: N/A
Source: Facebook Ads Manager
Calculation: Organic impressions +
Paid impressions = Total
Impressions
Source: Facebook Insights, Posts
Section – Reach column
Calculation: Post organic reach + Post
paid reach = Total Reach
Source: Facebook Insights, Posts
Section – Reach
Calculation: Total Number of Reach
from Organic Posts
Source: Facebook Ads Manager
Calculation: Facebook Insights, Posts
Section – Reach
1

3. TERM
ENGAGEMENT
POST CLICKS
LINK CLICKS
CPC
CTR
Shows to what extent consumers
engaged with your posts.
Indicates engagement with the content
shared in your posts.
A link click would be counted if
someone clicked on an ad's image or if
they clicked the call-to-action button
on the same ad.
Shows how much of your ad
budget was required to garner
one link click.
CTR indicates how many link clicks
you've received on your ad
compared to how many
impressions your ad received.
SIGNIFICANCE
#OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
The total number of actions that
people take involving your posts.
The number of clicks on the content in a post
or ad (ex. photo view, video play, reporting
spam, expanding to read a post, expanding to
read comments, clicking profiles within
comments, etc.)
The number of clicks on links within
the ad that led to destinations or
experiences, on or off Facebook.
The cost of each link click based
on the amount spent on the ad.
The percentage of times people
saw your ad and performed a link
click.
DEFINITION
Source: Facebook Ads Manager
Calculation: Impressions / Reach
Source: Facebook Insights
Calculation: Reactions + Comments +
Shares + Clicks
Source: Facebook Insights, Posts
Section
Calculation: Total Number of Clicks
Source: Facebook Ads Manager
Calculation: Total Clicks on the Post
Link
Source: Facebook Ads Manager
Calculation: Total link clicks / Total
link clicks
SOURCE AND
CALCULATION
Facebook
FREQUENCY
Shows the number of times your
audience is exposed to your ad.
An estimation of the average number of
times each person saw your ad.
Source: Facebook Ads Manager
Calculation: Total link clicks / Total
impressions
2

4. Showcases the amount of interest
in your video.
Showcases the amount interest in your
video.
Showcases prolonged interest in
your video.
SIGNIFICANCE
PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
The number of times your video starts
to play. This is counted for
each impression of a video and
excludes replays.
The number of times your video was
played for 2 continuous seconds or
more.
The number of times your video
played for at least 10 seconds, or for
nearly its total length if it's shorter
than 10 seconds.
DEFINITION
Source: Facebook Ads Manager,
Video Engagement column
Calculation: N/A
SOURCE AND
CALCULATION
TERM
VIDEO PLAYS
2 SECOND
VIDEO VIEWS
10 SECOND
VIDEO VIEWS
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Facebook
Source: Facebook Ads Manager,
Video Engagement column
Calculation: N/A
Source: Facebook Ads Manager,
Video Engagement column
Calculation: N/A
3

5. TERM
CAMPAIGN
AD GROUP
IMPRESSIONS
Sets the overall objective for your
ad(s), such as “Engagement” or
“Traffic” or “Video views.”
Ad groups determine how the budget will be
used. This is where you will outline the ad
spend, audience targeting and placement for
one or more ads.
Showcases scale of social reach
including both paid and organic
impressions.
Showcases scale of social reach
with paid advertising.
SIGNIFICANCE
#OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
Contains ad sets and ads (graphic
+ copy)
A group of ads that share the same
budget, schedule, target and delivery
optimization
The number of times consumers
saw your message with
advertising involved.
DEFINITION
Source: Twitter Ads Manager
Calculation: N/A
SOURCE AND
CALCULATION
PAID
IMPRESSIONS
Twitter
The number of times that
consumers saw your message.
Source: Twitter Ads Manager
Calculation: N/A
Source: Twitter Ads Manager, Tweet
Section
Calculation: Paid + Organic Impression
Source: Twitter Ads Manager
Calculation: Total Impressions on
the Twitter Ad
Note: It will only show organic if you are
not running Twitter ads
4

6. Shows to what extent your
audience engaged with your
tweets.
Showcases the tweet’s ability to
encourage your audience to take
action.
A link click would be counted if
someone clicked on an ad's image
or if they clicked the call-to-action
button on the same ad.
Shows the dollar value of your link
click based on the amount paid
for the ad.
SIGNIFICANCE
PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
TERM
ENGAGEMENT
ENGAGEMENT
RATE
LINK CLICKS
CPC
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Clicks anywhere on the Tweet, including
retweets, replies, follows, likes, links, cards,
hashtags, embedded media, username,
profile photo, or Tweet expansion.
How many people engaged with the
post versus how many people saw
the post.
The number of clicks on links within
the ad that led to destinations or
experiences, on or off Twitter.
The cost of each link click based
on the amount spent on the ad.
DEFINITION
Source: Twitter Analytics, Tweets
Section – Engagements column
Calculation: Clicks on the tweet +
Retweets + Replies + Follows + Likes
Source: Twitter Analytics, Tweets Section –
Engagement Rate column (number of engagements
divided by the total number of impressions)
Calculation: (Clicks on the tweet + Retweets +
Replies + Follows + Likes)/ (Total impressions) X 100
Source: Twitter Analytics, Tweets
Section
Calculation: Total number of link
clicks
SOURCE AND
CALCULATION
CTR
The percentage of times people
saw your ad and performed a link
click.
CTR indicates how many link clicks
you've received on your ad compared
to how many impressions your ad
received.
Twitter
Source: Twitter Ads Manager
Calculation: Total amount spent /
Total number of link clicks
Source: Twitter Ads Manager
Calculation: Total amount spent /
Total Impressions
5

7. PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
Showcases audience engagement
with your content.
SIGNIFICANCETERM
#OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
DEFINITION
SOURCE AND
CALCULATION
LIKES
The number of users who have
shared your post.
Showcases audience engagement
with your content.
SHARES
SAVES
The number of users who have
liked your post.
The number of users who have
saved your post.
Showcases audience engagement
with your content.
Source: Your Instagram Feed,
Individual Post, View Insights,
Swipe Up – Flag Symbol
Calculation: N/A
Instagram
Source: Your Instagram Feed,
Individual Post, View Insights,
Swipe Up – Arrow Symbol
Calculation: N/A
Source: Your Instagram Feed,
Individual Post, View Insights, Swipe
Up – Heart Symbol
Calculation: N/A
6

8. PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
Showcases how much of your
audience is interested in learning
more about your organization.
Showcases potential post exposure.
Showcases audience engagement
with your content.
SIGNIFICANCETERM
PROFILE VISITS
REACH
IMPRESSIONS
COMMENTS
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The amount of users that have visited
your Instagram profile.
The number of unique accounts that
have seen any of your posts.
The total number of times that any of
your posts have been seen.
The number of users who have left
comments on your post.
DEFINITION
Source: Instagram Insights,
Accounts Reached Section
Calculation: N/A
SOURCE AND
CALCULATION
Showcases potential audience
size.
Instagram
Source: Instagram Insights,
Accounts Reached Section
Calculation: N/A
Source: Instagram Insights,
Accounts Reached Section –
Impressions
Calculation: N/A
Source: Your Instagram Feed,
Individual Post, View Insights, Swipe
Up – Thought Bubble Symbol
Calculation: N/A
7

9. #OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
Instagram Stories
TERM
REPLIES
IMPRESSIONS
EXITED
REACH
PERSONAL
PLAN
24/7
$10
1000
The number of taps to leave your
story.
The total number of times that all
your story has been seen.
The number of unique accounts that
saw a photo or video in your story.
The number of replies to a
particular photo or video in your
story.
DEFINITION
Showcases length of time users
spend in your story.
Showcases potential story
exposure.
Showcases potential audience
size.
Showcases audience engagement
with your content.
SIGNIFICANCE
Source: Instagram Insights, Stories –
Exited
Calculation: N/A
SOURCE AND
CALCULATION
Source: Instagram Insights, Accounts
Reached Section – Top Posts & Top
Stories
Calculation: N/A
Source: Instagram Insights, Accounts
Reached Section
Calculation: N/A
Source: Your Instagram Feed,
Individual Post, View Insights, Swipe
Up – Thought Bubble Symbol
Calculation: N/A
8

10. #OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
Instagram Stories
TERM
FORWARD
BACK
NEXT STORY
LINK CLICKS
PERSONAL
PLAN
5 hours
Customizable
monthly
1 GB
DEFINITION
The number of taps to see the
previous photo or video in your
story.
The number of taps to see the
next photo or video in your story.
The number of times the link on
your photo or video is clicked.
The number of taps to the next
account’s story.
SIGNIFICANCE
Showcases length of time users
spend in your story.
Showcases length of time users
spend in your story.
Showcases audience engagement
with your content.
Showcases length of time users
spend in your story.
Source: Instagram Insights, Stories –
Next Story
Calculation: N/A
SOURCE AND
CALCULATION
Source: Instagram Insights, Stories –
Back
Calculation: N/A
Source: Instagram Insights, Stories –
Forward
Calculation: N/A
Source: Instagram Insights,
Stories – Link Clicks
Calculation: N/A
9

11. Sets the objective, audience, ad
format, placement, budget and
schedule for all of the ads that are
run as part of that campaign.
Ads include the update, image/video,
copy and/or link that will be shown to
the audience.
Showcases potential audience
size.
Showcases scale of social reach
with advertising.
SIGNIFICANCE
PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
TERM
CAMPAIGN
ADS
TOTAL REACH
PAID
IMPRESSIONS
October Social Media
Analytics Guide
#OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
Contains any individual or group
of ads
Any sponsored update or ad (includes
graphic + copy)
The number of potential consumers
that saw your message.
The number of times that your
audience saw your message with
advertising.
DEFINITION
Source: LinkedIn Campaign
Manager
Calculation: N/A
SOURCE OR
CALCULATION
ORGANIC
IMPRESSIONS
The number of times that your
audience saw your message
without advertising.
Showcases scale of social reach
without advertising.
LinkedIn
Source: LinkedIn Campaign
Manager
Calculation: N/A
Source: LinkedIn Campaign
Manager-- Delivery Column, Reach
Calculation: N/A
Source: LinkedIn Campaign
Manager-- Performance Column,
Impressions
Calculation: N/A
Source: LinkedIn Analytics, Updates
Section -- Impressions menu
Calculation: N/A
10

12. Shows to what extent consumers
engaged with your updates.
Indicates engagement with the content
shared in your updates.
Clicks on ads are determined
based on the campaign objective.
Shows how much of your ad
budget was required to garner
one link click.
SIGNIFICANCE
PERSONAL
PLAN
5 hours
Customizable
monthly
24/7
$10
1000
1 GB
TERM
ENGAGEMENT
CLICKS ON
UPDATES
CLICKS ON ADS
AVERAGE CPC
#OctoberSocialMedia | 404-439-9975 | info@octobersocialmedia.com | www.octobersocialmedia.com
Total Engagements
The number of clicks on your content,
company name, or logo by a (signed in)
member. This doesn't include interactions
(shares, reactions, and comments).
The number of chargeable clicks as
part of an ad campaign.
The average cost of each click
based on the amount spent on
the ad.
DEFINITION
Source: LinkedIn Analytics, Updates Section --
Update Engagement Section
Calculation: N/A (LinkedIn shows
engagements in separate columns - clicks,
reactions, comments, shares, follows)
Source: LinkedIn Analytics, Updates
Section -- Clicks column
Calculation: N/A
SOURCE AND
CALCULATION
AVERAGE CTR
The percentage of times people
saw your ad and performed
a chargeable click.
CTR indicates how many chargeable
clicks you've received on your ad
compared to how many impressions
your ad received.
LinkedIn
Source: LinkedIn Campaign Manager -
- Performance Column, Clicks
Calculation: N/A
Source: LinkedIn Campaign Manager -
- Performance Column, Average CPC
Calculation: Total amount spent /
Total link clicks
Source: Campaign Manager --
Performance Column, Average CTR
Calculation: Total chargeable
clicks / Total impressions
11

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