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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