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Social Media Metrics Guide

Actionable terms & Definitions for marketers, business owners, designers and developers.

Reach

The number of people who saw your ads at least once.

Impression

The number of times your ads were on screen.

Frequency

The average number of times each person saw your ad.

Link Clicks

The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook.

CPC link

The average cost for each link click

CPR link

#Link_Clicks divided by impressions

CTR All

The percentage of times people saw your ad and performed a click (all).

Estimated Ad Recall

How many people Facebook estimates will remember seeing your ad within a two-day window.

Amount Spent

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule.

CPM

The average cost for 1,000 impressions.

Distributions Score Photo

Impressions + Reactions + Comments + Shares + Content Clicks

Distributions Score Video

Avg.Minutes Watched + 1 min. Views + Reactions, Comments, Shares

How News Feed Works

Gathers signals from all the available posts and users. Then Facebook does its magic with Machine Learning. The output is the total value.

Total Value

Advertiser Bid * Estimated Action Rate + Ad Quality

Profile Visits

The number of times your profile was visited.

Save Post

It is what it is! Just saving a post so you can see it again later.

Content Interactions

It shows the actions that people take when they engage with your content (Likes, Comments, Saves, Shares).

Product Views

The total number of times people tapped on the product tag to view the product page.

Profile Impressions

The number of times your posts and stories have been seen

Profile Reach

Reach refers to the number of different people who see your post. One person can see your post 5 times but is only counted once toward Reach

Profile Views

The number of times your Instagram profile page was viewed over the selected time period.

Product Button Clicks

The total number of times people visited a product page from this post and then tapped the button on the product page.

Basic Metrics

Followers Count, Profile Views, Video Views.

Engagement Metrics

Save, Like, Comment, Share.

Follower Activity

  • Gender & Territory
  • Videos your followers watched
  • Sounds your followers listened to

Traffic Sources

Where your viewers come from
  • For You page
  • Your profile
  • Following feed
  • Sounds
  • Searches
  • Hashtags

Video Views breakdown by

  • Watch time 2s, 6s or percentage 25%, 50%, 75%, 100%
  • Region

Trending videos

Top 9 videos with the fastest growth in viewership over the past seven days.

Post lifespan

Your post likes, comments, shares, views (depending on the filter applied) during the first 24 hours compared to the previous post.

Post density

Your posting habits per day or per hour. Data updated ~every hour
  • Followers Growth
  • Top hashtags
  • Posts posted by Hours
  • Average engagement by published day
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Monthly Total Audience

The total number of people who have seen or engaged with your Pins in a 30 day window up to and including each day.

Total Audience

Total number of people who have seen or engaged with your Pins.

Total Engaged Audience

People who have engaged with your Pins.

Monthly Total Engaged Audience

People who have engaged with your Pins in a 30 day window.

Pin Clicks

The number of clicks on your Pin or ad.

Impressions

The number of times your Pins or ads were on screen.

Engagements

Number of Saves, Pin Clicks, Carousel card swipes, secondary creative collections and Idea Pin swipes.

Saves

The number of times people saved your video Pin to a board.

Pin Click Rate

The total number of clicks on your Pin or ad to content on or off Pinterest divided by the total number of times your Pins or ads were on screen.

Engagement Rate

Total engagement with your Pins / Impressions.

Outbound Click

The number of times people perform actions that lead them to a destination off Pinterest.

Outbound Click Rate

The number clicks divided by the total number of times your Pins were on screen.

Video Views

Amount of views for at least 2sec.

Average Play Time

The average time someone spent playing your video.

Total Play Time

The total play time for your video in minutes.
Overview

Typical performance

A comparison to your latest video to your channel’s typical performance.

Top videos

Your recent videos ranked by views.

Realtime

Your performance over the last 48 hours or 60 minutes.

Latest videos

Your performance from your 10 latest videos.

Stories

Your performance over the last 7 days from your latest Stories.
Reach

Traffic source types

How viewers found your content.

External

Traffic from websites and apps that embed or link to videos from your channel.

Suggested videos

Traffic from suggestions that appear next to or after other videos and from links in video descriptions.These videos could be your own videos or someone else's.

Impressions and how they led to watch time

How many times your video’s thumbnails were shown to viewers on YouTube (Impressions), how frequently those thumbnails resulted in a view (Click-through rate), and how those views ultimately led to watch time.

Playlists

Traffic from the most-watched playlists that include your videos.

YouTube search

Traffic from search terms that brought viewers to your content.
Audience

Videos growing your audience

Your audience’s online activity across your channel. Data is based on your new viewers across all devices in the last 90 days.

When your viewers are on YouTube

Your audience’s online activity across your channel and all of YouTube. Data is based on your viewers across all devices in the last 28 days.

Subscriber bell notifications

How many of your subscribers get all notifications from your channel. The tab also shows and how many can actually get those notifications, based on their YouTube and device settings.

Watch time from subscribers

Your audience’s watch time divided between non-subscribers and subscribers.

Age and gender

Your audience by age and gender. Data is based on signed in viewers across all devices.

Other channels your audience watches

Your audience’s online activity across other channels on YouTube. Data is based on your viewers across all devices in the last 28 days.

Other videos your audience watched

Your audience's online activity outside of your channel. Data is based on your viewers across all devices in the last 7 days.

Top geographies

Your audience by geography. Data is based on IP address.

Top subtitle/CC languages

Your audience by subtitled language. Data is based on use of subtitles/CC.
Engagement

Top videos

Videos with the most watch time over the last 28 days.

Top playlists

Playlists with the most watch time over the last 28 days.

Top videos by end screen

Your channel’s most effective end screens over the last 28 days.

Top end screen element types

Your channel’s most effective end screen element types over the last 28 days.

Top posts

Your top Community posts over the last 28 days.
Revenue

Monthly estimated revenue

How much your channel has earned in the last 6 months. For ongoing months and months without finalized payments, revenue is estimated and subject to change.

Revenue sources

How you’re making money with YouTube.

Transaction revenue

Estimated net revenue from transactions, such as paid content and Super Chat. The estimate includes deducted partner charged refunds for the selected date range and area.

Top-earning videos

Videos with the highest estimated revenue for the time period.

Ad types

The format of the ad and its buying platform. This breakdown is only available for YouTube ad revenue and impression-based metrics.

Reach

The number of people who saw your ads at least once.

Impression

The number of times your ads were on screen.

Frequency

The average number of times each person saw your ad.

Link Clicks

The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook.

CPC link

The average cost for each link click

CPR link

#Link_Clicks divided by impressions

CTR All

The percentage of times people saw your ad and performed a click (all).

Estimated Ad Recall

How many people Facebook estimates will remember seeing your ad within a two-day window.

Amount Spent

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule.

CPM

The average cost for 1,000 impressions.

Distributions Score Photo

Impressions + Reactions + Comments + Shares + Content Clicks

Distributions Score Video

Avg.Minutes Watched + 1 min. Views + Reactions, Comments, Shares

How News Feed Works

Gathers signals from all the available posts and users. Then Facebook does its magic with Machine Learning. The output is the total value.

Total Value

Advertiser Bid * Estimated Action Rate + Ad Quality

Reach

The number of people who saw your ads at least once.

Impression

The number of times your ads were on screen.

Frequency

The average number of times each person saw your ad.

Link Clicks

The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook.

CPC link

The average cost for each link click

CPR link

#Link_Clicks divided by impressions

CTR All

The percentage of times people saw your ad and performed a click (all).

Estimated Ad Recall

How many people Facebook estimates will remember seeing your ad within a two-day window.

Amount Spent

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule.

CPM

The average cost for 1,000 impressions.

Distributions Score Photo

Impressions + Reactions + Comments + Shares + Content Clicks

Distributions Score Video

Avg.Minutes Watched + 1 min. Views + Reactions, Comments, Shares

How News Feed Works

Gathers signals from all the available posts and users. Then Facebook does its magic with Machine Learning. The output is the total value.

Total Value

Advertiser Bid * Estimated Action Rate + Ad Quality

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