Owned Social Metrics

The table below summarizes the metrics available for owned social analytics features.

Learn more about owned social analytics features by reading our quickstart guide.

Facebook

Account metrics

Name Metric Type Description
Page fans page_fans int The total number of people who have liked your page.
Page fan adds page_fan_adds int The number of new people who have liked your page.
Page fan removes page_fan_removes int The number of people who have unliked your page.
Page post engagements page_post_engagements int The number of times people have engaged with your posts through reactions, comments, shares, etc.
Page impressions page_impressions int The number of times any content from your page (or about your page) entered a person's screen.
Page paid impressions page_impressions_paid int The number of times any post or story content from your page (or about your page) entered a person's screen through paid distribution such as an ad.
Page organic impressions page_impressions_organic int The number of times any post or story content from your page (or about your page) entered a person's screen through unpaid distribution.
Page video views page_video_views int The number of times your page's videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.
Page video view time page_video_view_time int The total time, in milliseconds, people viewed your page's video.
Page fans gender and age demographics_gender_age nested-breakdown An estimated breakdown by gender and age of the people who have liked your page.
Page fans countries demographics_audience_country breakdown A breakdown by country of the people who have liked your page.
Page fans cities demographics_audience_city breakdown A breakdown by city of the people who have liked your page.
Page fans online day and time page_fans_heatmap heatmap The number of your fans who saw any posts on Facebook on a given day, broken down by hour of day in PST/PDT.

Post metrics

Name Metric Type Description
Post reactions reactions_count int Total reactions for the post.
Post like reactions post_reactions_like_total int Total "like" reactions for the post
Post love reactions post_reactions_love_total int Total "love" reactions for the post.
Post wow reactions post_reactions_wow_total int Total "wow" reactions for the post.
Post haha reactions post_reactions_haha_total int Total "haha" reactions for the post.
Post sorry reactions post_reactions_sorry_total int Total "sorry" reactions for the post.
Post angry reactions post_reactions_angry_total int Total "angry" reactions for the post.
Post comments comments_count int Total number of comments for the post.
Post shares shares_count int Total number of shares for the post.
Post engagement rate engagement_rate float The number of users who engaged with the post divided by the number that saw the post.
Post impressions post_impressions int The number of times the post entered a person's screen.
Post organic impressions post_impressions_organic int The number of times the post entered a person's screen throught un paid distribution.
Post paid impressions post_impressions_paid int The number of times the post entered a person's screen through paid distribution such as an ad.
Post engagement rate from page fans page_fans_engagement_rate float The number of page fans who engaged with the post divided by the number that saw the post.
Post clicks post_clicks int The number of times people clicked anywhere in the post without generating a story.
Post clicks (unique users) post_clicks_unique int The number of people who clicked anywhere in the post without generating a story.
Post engaged users post_engaged_users int The number of people who clicked anywhere in the post.
Post organic impressions (unique users) post_impressions_organic_unique int The number of people who had the post enter their screen through unpaid distribution.
Post paid impressions (unique users) post_impressions_paid_unique int The number of people who had the post enter their screen through paid distribution, such as an ad.
Post impressions (unique users) post_impressions_unique int The number of people who had the post enter their screen.
Post video average time watched post_video_avg_time_watched int The average time (in milliseconds) for which people viewed the post's video.
Post video total view time post_video_view_time int The total time (in milliseconds) the post's video has been played for, including videos played for less than 3 seconds and replays. Returns 0 for reshared videos.
Post video views post_video_views int The number of times the post's video has been played for at least 3 seconds (or for nearly their total length if they're shorter than 3 seconds).
Post organic video views post_video_views_organic int The number of times the post's video, through unpaid distribution, has been played for at least 3 seconds (or for nearly their total length if they're shorter than 3 seconds).
Post paid video views post_video_views_paid int The number of times the post's video, due to paid promotion, has been played for at least 3 seconds (or for nearly their total length if they're shorter than 3 seconds).

Instagram

Account metrics

Name Metric Type Description
Followers total_followers_count int Total number of followers.
New followers follower_count int Number of new followers each day within the specified range.
Website clicks website_clicks int Total number of clicks on the website link in the Instagram user's profile.
Profile views profile_views int Total number of users who have viewed the Instagram user's profile.
Total impressions impressions int Total number of times the Instagram user's media have been viewed.
Followers gender and age demographics_gender_age nested-breakdown An estimated breakdown by gender and age of followers of the account.
Followers countries demographics_audience_country breakdown A breakdown by country of the followers of the account.
Followers cities demographics_audience_city breakdown A breakdown by city of the followers of the account.
Followers online day and time page_fans_heatmap heatmap A breakdown by day and hour (in PST/PDT) of when account followers are online.

Post metrics

Name Metric Type Description
Post likes like_count int Total "like" reactions for the post.
Post comments comments_count int Total number of comments for the post.
Post engagement rate engagement_rate float The number of users who engaged with the post divided by the number that saw the post.
Post video views video_views int Total number of times the post's video has been seen.
Post saves saved int Total number of unique Instagram accounts that have saved the post.
Post reach reach int Total number of unique Instagram accounts that have seen the post.
Post impressions impressions int Total number of times the post has been seen.