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What metrics are available on reports and what do they mean?
What metrics are available on reports and what do they mean?

Curious what the difference is between impressions, reach and views? This article will help you understand the metrics on your report.

Bruno Bornsztein avatar
Written by Bruno Bornsztein
Updated over a week ago

InfluenceKit lets you track the performance of your content across multiple platforms, using deliverables. When you enter a deliverable with a URL, and connect the relevant external account, InfluenceKit will automatically collect metrics for that content.

Here's what the different metrics are for each platform we support:

Instagram Reels

  • Unique Impressions or Reach - the number of unique accounts that have seen the Reel at least once. (Note: Reach is different from impressions, which can include multiple views of a Reel by the same account. The metric is estimated and in development.)

  • Plays - the number of times the Reel starts to play after an impression is already counted. (This is defined as video sessions with 1 ms or more of playback and excludes replays.)

  • Impressions - plays + replays

  • Saves

  • Comments

  • Likes

  • Shares

  • Avg. Watch Time - the average time spent playing the reel.

  • Total Watch Time - the total time the Reel was played, including any time spent replaying the Reel.

Instagram Stories

  • Impressions - the number of times this post was shown to any user (impressions)

  • Unique Impressions - the number of unique users who saw this post

  • Replies - the number of replies the story received

  • Shares - the number of times the story was shared.

NOTE: Instagram does not provide metrics for link clicks or stickers on stories. This is a limitation they have chosen to impose. If they change their policy and offer these metrics, we'll add them. In the meantime, you can always add those metrics manually.

Story re-shares are not supported (you must be the story's original creator in order for stats to work).

Instagram Posts, Videos, and IGTV (Instagram TV)

  • Impressions - the number of times this post was shown to any user (impressions)

  • Engagements - the number of likes, comments, and saves on this post (impressions)

  • Unique Impressions or Reach - the number of unique users who saw this post

  • Video Views (IGTV and videos) - the number of times the video was viewed

Instagram stats do not include stats from boosted posts. So, any impressions, engagements, or unique impressions that result from a boost will not be reflected in InfluenceKit. You can add those boosted stats manually without affecting the automatically updated stats.

Facebook Posts and Reels

  • Impressions - the number of times this post was shown to any user (impressions)

  • Reach - the number of unique users who saw this post

  • Post clicks - the number of times people clicked anywhere on this post without generating a story (engagement)

  • Comments - the number of comments on this post (engagement)

  • Shares - the number of times this post was shared (shares)

  • Reactions - the number of reactions (like, love, wow, haha, sorry, anger) on this post (engagement)

  • Video views - the number of times this video was viewed (engagement)

Facebook Stories are not yet supported. You can add these manually.

TikTok

  • Views - the number of times the TikTok video was viewed

  • Engagements - the number of likes, comments, and shares for the video

Google Analytics

  • Pageviews - The number of times this page was loaded (impressions)

  • Total time on page - the aggregate amount of time visitors spent on this page (time spent)

  • Shares - the number of times this page was shared on social platforms (engagement)

  • Average time on page - the average amount of time each visitor spent viewing this page (time spent)

Pinterest

Note: we cannot pull stats for pins posted to group boards that are owned by someone else or stats from re-pins.

  • Saves - the number of times this pin was saved (engagement)

  • Pin Clicks (previously called "Closeups")

  • Outbound Clicks (previously called "Clickthroughs")

  • Comment count - the number of comments this pin received (engagement)

  • Repin count

  • Impressions - the number of times this pin was seen by users (impressions)

  • Video views (video pins)

  • Avg. View Time (video pins)

YouTube

  • View count - the number of times this video was viewed (impressions)

  • Likes - the number of users who 'liked' this video (engagement)

  • Comments - the number of comments left on this video (engagement)

  • Time watched - the amount of time users spent watching this video (time spent)

Why are YouTube stats not aggregated alongside other platforms?
YouTube's API Terms of Service do not allow us to include YouTube data in aggregated stats and also prevent us from including any YouTube data on exported (PDF) reports. This means we have to break YouTube video stats out separately (more details here) and hide them when exporting PDFs.

LinkedIn

LinkedIn stats are available only from posts published on LinkedIn pages. Stats for posts on personal profiles are not available.

  • Impressions - the number of times this post was seen

  • Shares - how many times the post was shared on LinkedIn

  • Likes - how many times the post was liked

  • Clicks - how many times a link within the post was clicked

  • Comments - the number of comments that have been added to the post

Twitch

Twitch stats are available for videos. The only stat currently supported is:

  • View count - the number of times this video was viewed

Mailchimp, Campaign Monitor, ConvertKit and other email platforms

  • Unique opens - the number of times this email was opened (views)

  • Clicks - the number of any link within this email was clicked (engagements)

Bitly Shortlinks

  • Clicks - the number of times this shortlink was clicked (engagement)

Twitter/X

  • Impressions - the number of times this tweet was seen
    (NOTE: Twitter only provides impressions during the first 30 days after a tweet is posted)

  • Retweets - the number of times this tweet was retweeted (engagement)

  • Favorites - the number of times this tweet was favorited (engagement)

Omny Studio

  • Downloads - the total number of times the episode was viewed

  • Reach - the number of impressions over the last 30 days

Transistor

  • Total Downloads - (impressions) from last three years through now

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