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Audience Report Explained

Updated this week

The Agorapulse Audience Report provides valuable insights into your social media followers, enabling you to understand and engage your audience more effectively. The Audience report is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube profiles. This report helps identify key engagement trends, demographics and follower behavior, allowing you to tailor content strategies for maximum impact.

In order to receive information on paid data, you must connect all relevant ad accounts. Take a look at our other articles for more information on exporting reports and selecting the reporting period.
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Metrics listed in this article have been sourced from the relevant network's API, unless listed as Our calculation or Count from Inbox.

To access aggregated Audience Report data across multiple social profiles, you can create a Custom Report. More information is available here.

Please Note: Reporting for X (Twitter) is only available with the X Plus add-on.


How to view the Audience report

To view/access the Audience report from the Reports tool:

  1. Select a social profile from the left-hand navigation menu under Social profiles

  2. Click on the Audience tab on the top of the screen

We will outline each section included in the Audience report below; including what social networks and metrics are available per section.

Overview

The Overview section of the Audience report provides quick insights into follower and engagement metrics. ​This section is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube profiles.

Facebook

Metrics available:

  • Likes - The total amount of likes within the designated reporting period

  • Engagement - Sum of total reactions, comments, private messages and shares within the selected reporting period (Our calculation)

  • Impressions - The total amount of impressions within the selected reporting period

  • Mentions - The total amount of page mentions within the selected reporting period (Count from Inbox)

Instagram

Metrics available:

  • Followers - The total amount of followers on the last day of the selected reporting period

  • Engagement - Sum of total likes, saves, comments, shares and direct messages within the selected reporting period (Our calculation)

  • Impressions - The total amount of impressions within the selected reporting period

  • Mentions - The total amount of profile mentions within the selected reporting period (Count from Inbox)

LinkedIn

Metrics available:

  • Followers - The total amount of followers on the last day of the selected reporting period

  • Engagement - Sum of total likes, comments, clicks and shares within the selected reporting period (Our calculation)

  • Impressions - The total amount of impressions within the selected reporting period

X (Twitter)

Metrics available:

  • Followers - The total amount of followers on the last day of the selected reporting period

  • Engagement - Sum of total mentions, likes, replies, quote posts, reposts and direct messages within the selected reporting period (Our calculation)

TikTok

Metrics available:

  • Followers - The total amount of followers on the last day of the selected reporting period

  • Engagement - Sum of total mentions, likes, replies, quote posts, reposts and direct messages within the selected reporting period (Our calculation)

  • Impressions - The total amount of impressions within the designated reporting period

YouTube

Metrics available:

  • Subscribers - The total amount of subscribers on the last day of the selected reporting period

  • Engagement - Sum of likes, dislikes, comments, shares, videos added to a playlist, videos removed from a playlist, subscribers gained and subscribers lost within the selected reporting period

  • Views - The total amount of video views within the selected reporting period

  • Estimated minutes watched - The total amount of minutes watched on a channel within the selected reporting period (Our calculation)


Audience growth

The Audience growth section of the Audience report provides insights on how follower count changes within the selected time period. There are two views for the Audience growth section:

  • Audience growth by total - Displays the number of followers over time

  • Audience growth by variation - Displays multiple audience metrics over time

You can switch between the views by selecting each option in the Graph display drop-down. It is also possible to hover over the graph in order to display results on a daily interval.

This section is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube profiles.

Facebook


Metrics Available:

  • ​Organic (Likes) - Number of users who have organically liked the Facebook page within the selected reporting period

  • ​Paid (Likes) - Number of users who have liked the Facebook page after interacting with an ad within the selected reporting period

  • Total new (Likes) - The total number of new page likes within the selected reporting period

  • Lost (Likes) - The total number of users who have unliked the page within the designated reporting period

  • Total added (Likes) - New likes - Likes (Our calculation)

  • Total (Likes) - The cumulative total of page likes for the Facebook page on the last day of the reporting period

  • Total new (Followers) - The number of new followers gained within the selected reporting period

  • Lost (Followers) - The number of users who unfollowed the page within the selected reporting period

  • Total added (Followers) - Total new (Followers) - Lost (Followers) (Our calculation)

  • Total (Followers) - The cumulative total of followers for the Facebook page on the last day of the reporting period

Instagram

Metrics available:

  • Gained (Followers) - The total number of new followers within the selected reporting period

  • Lost (Followers) - The total number of lost followers within the selected selected period

  • Total Added (Followers) - Gained (Followers) - Lost (Followers) (Our calculation)

  • Total (Followers) - The cumulative total of followers for the Instagram profile on the last day of the reporting period

LinkedIn

Metrics available:

  • Organic (Followers) - The total number of new organic followers within the selected reporting period

  • Paid (Followers) - The total number of new followers that were gained after interacting with an ad within the selected reporting period

  • Total added (Followers): Organic (Followers) + Paid (Followers) (Our calculation)

  • Total - The cumulative total of followers for the LinkedIn profile on the last day of the reporting period

Please Note: LinkedIn does not provide the number of lost followers in the API.

X (Twitter)

Metrics available:

  • Total added (Followers) - The total number of new X followers within the selected reporting period

  • Total (Followers) - The cumulative total of followers for the X profile on the last day of the reporting period

TikTok

Metrics available:

  • Total added (Followers) - The total number of new TikTok followers within the selected reporting period

  • Total (Followers) - The cumulative total of followers for the TikTok profile on the last day of the reporting period

YouTube

Metrics Available:

  • Gained (Subscribers) – The total number of new subscribers acquired within the selected reporting period

  • Lost (Subscribers) – The total number of subscribers who unsubscribed within the selected reporting period

  • Total added (Subscribers) - Gained (Subscribers) - Lost (Subscribers) (Our calculation)

  • Total - The cumulative total of subscribers for the YouTube channel on the last day of the reporting period

Engagement

The Engagement section of the Audience report provides comprehensive insights into how users interact with your social profiles. The metrics we track for this section are different based upon the social network. It is also possible to hover over the graph in order to display results on a daily interval.

This section is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube profiles. ​For Facebook and Instagram, the following categories will be available:

  • Organic - Engagement from users who organically interacted with your content

  • Paid - Engagement from users who interacted with a boosted/sponsored post

  • Total - The sum of Organic and Paid engagement

Please Note: When the Agorapulse Inbox is listed a source, we will calculate one direct or private message for each message sent in a thread. The same will apply for comments.

Facebook


Metrics available:

  • Reactions - Number of reactions (can expand to show Like, Love, Haha, Wow, Sad, Angry) on all posts within the selected reporting period
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    - Organic Reactions - (Total Reactions - Paid Reactions) (Our calculation)
    - Paid Reactions - API
    - Total Reactions - API
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  • Comments - Number of comments on posts within the selected reporting period
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    - Organic Comments - (Count from Inbox)
    - Paid Comments - (Count from Inbox)
    - Total Comments - (Organic Comments + Paid Comments) (Our calculation)
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  • Private messages: Number of direct/private messages (DMs) received from users during the selected reporting period (Count from Inbox)
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  • Shares: Number of times a user shared a post from the Facebook page within the selected reporting period
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    - Organic Shares - Total Shares - Paid Shares (Our calculation)
    - Paid Shares - API
    - Total Shares - API
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  • Total Engagement: Reactions + Comments + Private Messages + Shares, sorted by Organic, Paid and Total (Our calculation)
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Instagram

Metrics available:

  • Likes - Number of likes received on posts and reels within the selected reporting period
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    - Organic Likes - Total Likes - Paid Likes (Our calculation)
    - Paid Likes - API
    - Total Likes - API
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  • Saved - Number of times a post has been saved by a unique Instagram account within the selected reporting period
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    - Organic Saved - Total Saved - Paid Saved (Our calculation)
    - Paid Saved - API
    - Total Saved - API
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  • Comments: Number of comments received within the selected report period
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    - Organic Comments - (Count from Inbox)
    - Paid Comments - (Count from Inbox)
    - Total Comments - Organic Comments + Paid Comments (Our calculation)
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  • Direct Messages: Number of direct/private messages (DMs) received from users during the selected reporting period (Count from Inbox)
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  • Total Engagement - Likes + Saved + Comments + Direct Messages, sorted by Organic, Paid and Total

Linkedin

Metrics available:

  • Likes - Number of all reactions (like, love, clap, etc.) your content received within the selected reporting period

  • Comments - Number of comments received within the selected reporting period

  • Clicks - Number of unique clicks on content, the company name or logo by a unique (signed in) user within the selected reporting period

  • Shares - Number of times a user shared a post from the LinkedIn profile within the selected reporting period

  • Total engagement - Likes + Comments + Clicks + Shares (Our calculation)

  • Engagement rate (Per Impression): Total Engagement divided by Total impressions x 100 (Our calculation)

  • Engagement rate (Per Reach): Total Engagement divided by Reached users x 100 (Our calculation)

X (Twitter)

Metrics available:

  • Mentions: Number of profile mentions within the selected reporting period

  • Likes: Number of likes received on posts within the selected reporting period

  • Replies: Number of replies to published posts within the selected reporting period

  • Quote Posts: Number of times posts were reposted by a user with additional comments within the selected reporting period

  • Reposts: The total number of times posts were reposted by a user within the selected reporting period

  • Direct messages: The number of direct messages that were received within the designated reporting period

  • Total Engagement: Mentions + Likes + Replies + Quote Posts + Reposts + Direct messages (Our calculation)

TikTok

Metrics available:

  • Likes: Number of likes received on posts within the selected reporting period

  • Comments: Number of comments received within the selected reporting period

  • Shares: Number of times a user shared a post from the TikTok profile within the selected reporting period

  • Total Engagement: Likes + Comments + Shares (Our calculation)

  • Engagement rate per impression: Total Engagement divided by Impressions x 100 (Our calculation)

YouTube

Metrics available:

  • Likes – Number of likes received on videos within the selected reporting period

  • Dislikes – Number of dislikes received on videos within the selected reporting period

  • Comments – Number of comments received on videos within the selected reporting period

  • Shares – Number of times a user has shared a video from the YouTube channel within the selected reporting period

  • Videos added to playlists - Number of times a user has added a video from the YouTube channel to their playlist within the selected reporting period

  • Videos removed from playlists - Number of times a user has removed a video from the YouTube channel from their playlist within the selected reporting period

  • Subscribers gained - Number of subscribers gained within the selected reporting period

  • Subscribers lost - Number of subscribers lost within the selected reporting period

  • Total engagement - Likes + Dislikes + Comments + Shares + Videos added to playlists + Videos removed from playlists + Subscribers gained + Subscribers lost (Our calculation)

Engagement rate

The Engagement rate section of the Audience report provides insight into how many users choose to engage with your content after viewing it. There are two Graph displays for Engagement rate section:

  • Engagement rate per impression

  • Engagement Rate per reach

Engagement, Impression and Reach data used in the Engagement rate section is detailed respectively in the Engagement, Impressions and Reach sections below. It is also possible to hover over the graph in order to display results on a daily interval.

Please Note: Total Reach (Organic, Paid and Total) is calculated by adding the daily reach for all days included in the selected reporting period.

Facebook


Metrics available:

  • Engagement rate per impression:
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    ​Organic - Total (Organic) Engagement divided by Organic Impressions x 100 (Our calculation)
    ​Paid - Total (Paid) Engagement divided by Paid Impressions x 100 (Our calculation)
    ​Total - Total Engagement divided by Total Impressions x 100 (Our calculation)


    ​Total Impressions (Our calculation) = Paid Impressions (API) + Organic Impressions (API)

  • Engagement rate per reach:
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    ​Organic - Total (Organic) Engagement divided by Organic Reach (Our calculation)
    ​Paid - Total (Paid) Engagement divided by Paid Reach (Our calculation)
    ​Total - Total Engagement divided by Total Reach (Our calculation)


    ​Organic Reach (Our calculation) = Total Reach (API) - Paid Reach (API)
    ​

Instagram

Metrics available:

  • Engagement Rate per View:
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    ​Organic - Total (Organic) Engagement divided by Organic Views x 100 (Our calculation)
    ​Paid - Total (Paid) Engagement divided by Paid Views x 100 (Our calculation)
    ​Total - Total Engagement divided by Total Views x 100 (Our calculation)
    ​

  • Engagement rate per Reach:
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    ​Organic - Total (Organic) Engagement divided by Organic Reach (Our calculation)
    ​Paid - Total (Paid) Engagement divided by Paid Reach (Our calculation)
    ​Total - Total Engagement divided by Total Reach (Our calculation)

Users' activity

The Users' activity section of the Audience report displays when users are most active on the relevant social profile. The heat map reflects when users are most and least active. The darker the tile on the heat map, the more user activity occurs the relevant time slot. You can hover over each time slot to identify the amount of user activity.

User activity is based upon user engagement and is sourced from the Agorapulse Inbox and the relevant APIs of some networks.

This report is available for Facebook, Instagram, X (Twitter), LinkedIn, TikTok and YouTube.


Impressions

The Impressions section of the Audience report provides insight on the amount of views are generated by content posted on your social profiles. It is possible to hover over the graph in order to display results on a daily interval.

This report is available for Facebook, LinkedIn and TikTok.

Facebook


Metrics available:

  • Viral (Impressions) - Number of times your content was viewed as a result of interactions (shares, likes, comments) by users who are not following your page within the selected reporting period

  • Organic (Impressions) - Number of times your content was viewed organically by people who follow your page within the selected reporting period Total impressions - Viral impressions - Paid impressions (Our calculation)

  • Paid (Impressions) - Number of times your content was viewed due to ads/paid promotion within the selected reporting period

  • Total (Impressions) - Total number of times your content was viewed within the selected reporting period

LinkedIn

Metrics available:

  • Reached users (Total) - Number of unique users/pages that have viewed your content within the selected reporting period

  • Impressions (Total) - Total number of times your content was viewed within the selected reporting period

TikTok

Metrics available:

  • Total impressions - Total number of times your content was viewed within the selected reporting period

Views

The Views section of the Audience report provides insights on the number of times your content has been viewed within the selected reporting period. It is possible to hover over the graph in order to display results on a daily interval.

This report is available for Instagram and YouTube.

Instagram

Metrics available:

  • Organic (Views) - Number of times your content was viewed organically within the selected reporting period Total impressions - Paid impressions (Our calculation)

  • Paid (Views) - Number of times your content was viewed due to ads/paid promotion within the selected reporting period

  • Total (Views) - Total number of times your content was viewed within the selected reporting period

Note: From April 2025, Instagram has replaced Impressions with the Views metric. For more information on how this metric is calculated, take a look at this article.

YouTube


Metrics available:

  • Total views – The total number of times your videos have been played

Reach

The Reach section of the Audience report provides insights on the number of unique users who have viewed content from your Instagram profile on a daily interval. It is possible to hover over the graph in order to display daily reach results.

Please Note: Average reach is calculated by adding the daily reach for each day within the reporting period and dividing it by the number of days in the reporting period.

This report is only available for Instagram.

Instagram

Metrics available:

  • Avg. Organic (Reach) - Average daily number of unique users who viewed your content organically within the selected reporting period Overall average (Reach) - Avg. Paid (Reach) (Our calculation)

  • Avg. Paid (Reach) - Average daily number of unique users who viewed your content due to ads/paid promotion within the selected reporting period

  • Overall average (Reach) - Average daily number of unique users who viewed your content within the selected reporting

Note: If a user was reached both organically and by paid promotion, the user will be counted under Paid Reach.

Hashtags & interactions

This Hashtags & interactions section of the Audience report identifies the best performing hashtags that have been added to your posts. Performance is measured by the number of user interactions, including saves, comments, likes, reposts, etc. This report will only display results for hashtags used in posts, not for hashtags used in first comments.
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The Hashtags & interactions section can be viewed as a "word cloud", which will display the top 30 hashtags. In the word cloud, the larger the hashtag appears, the more user engagement it generated.
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It is also possible to change to a List view, which will display all hashtags, the number of Times used, number of Interactions and Average interactions (Interactions divided by Times used). You can sort results by each of these metrics.

This report is available for Instagram and X (Twitter).


Mentions

The Mentions section of the Audience report identifies the number of times your profile has been mentioned within the designated reporting period. We source the number of Mentions from the Agorapulse Inbox. It is possible to hover over the graph in order to display results on a daily interval.

This report is available for Facebook and Instagram.

Facebook

Metrics available:

  • Mentions - The number of times your profile has been mentioned in a post or comment within the selected reporting period (Count from Inbox)

Instagram


Metrics available:

  • Mentions - The number of times your profile has been mentioned in a post or comment in the selected reporting period (Count from Inbox)

  • Story Mentions - The number of times your profile has been mentioned in an Instagram story within the selected reporting period (Count from Inbox)

  • Total Mentions - Story Mentions + Mentions (Our calculation)

Video views

The Video views section of the Audience report provides insights into how many times video-type posts have been viewed within the selected reporting period.

This report is only available for Facebook.

Facebook


Metrics available:

  • Views - Number of times your videos were viewed within the selected reporting period

  • Clicked - Number of times users manually clicked to play a video published on your profile in the selected reporting period

  • Autoplay - Number of times a video published on your profile played automatically in the selected reporting period

Label distribution

The Label distribution section of the Audience report provides insight into Publishing and Inbox labels applied to published posts and Inbox items. The report is broken into two pie charts: Labels applied to Inbox items and Labels applied to published items. You can choose to display either:

  • A pie chart including All labels

  • A pie chart including the Top 10 labels per section

It is possible to hover over the graph in order to display granular results for each label. A post or Inbox items containing multiple labels will be counted for each label.

This report is available for Facebook, Instagram, X (Twitter), LinkedIn, TikTok and YouTube.

Metrics Available:

  • Labels applied to inbox item (%) - Tracks the distribution of labels applied to Inbox items (comments, mentions, DMs, etc.) in the selected reporting period

  • Labels applied to published items (%) - Tracks the distribution of labels applied to content published through Agorapulse in the selected reporting period

Inbox sentiment score

The Inbox sentiment score section of the Audience report provides insight into user sentiment for your profiles. The score is calculated by taking the number of conversations with positive sentiment and dividing it by the number of conversations with positive and negative sentiment.

This report is available for Facebook, Instagram, X (Twitter), LinkedIn, YouTube.

Metrics available:

  • Items analyzed - Sum of positive, neutral, negative and undefined items within the selected reporting period

  • Total items with assigned sentiment - Sum of positive, neutral and negative items within the selected reporting period

  • Percentage of items with sentiment - Ratio of analyzed items that have been assigned a specific sentiment (positive, neutral or negative) within the selected reporting period

  • Sentiment score - Ratio of positive items divided by the total of positive and negative items within the selected reporting period
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    • Score <= 20: Very negative

    • 20 < Score <= 35: Quite negative

    • 35 < Score <= 49: Slightly negative

    • 49 < Score < 65: Slightly positive

    • 65 <= Score < 80: Quite positive

    • Score =>80: Very positive
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  • Positive items - Number of Inbox items within positive sentiment assigned within the selected reporting period

  • Neutral items - Number of Inbox items with neutral sentiment assigned within the selected reporting period

  • Negative items - Number of Inbox items received with negative sentiment within the selected reporting period

Please Note: If an item has been deleted from the Inbox, the assigned sentiment is still used for reporting calculations. For this reason, it is possible to see discrepancies between the items in the Inbox and the analyzed items in the Inbox sentiment analysis report.


Inbox sentiment per day

The Inbox sentiment per day section of the Audience report provides a daily overview of sentiment on Inbox conversations. This can help identify and trends that may be associated with your publishing schedule or specific pieces of content. It is possible to hover over the graph in order to display results on a daily interval

This report is available for Facebook, Instagram, X (Twitter), LinkedIn, YouTube.

Metrics available:

  • Positive items: Number of inbox items received during the reporting period which has been assigned a positive sentiment

  • Neutral items: Number of inbox items received during the reporting period which has been assigned a neutral sentiment

  • Negative items: Number of inbox items received during the reporting period which has been assigned a negative sentiment

  • Variation: Change in sentiment type from the previous period
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Please Note: If an item's sentiment is updated, the change will be reflected in on the original received date. For example, if an item was received on November 5th and its sentiment was reclassified from neutral to positive on November 7th, the November 5th count will adjust with -1 for neutral items and +1 for positive items.

Demographics

This Demographics section of the Audience report provides insights into the demographics of your audience (followers). The Demographics section includes several infographics (dependent on social network) that analyze the age, gender, geographical location and language of your audience.

The infographics included in this section are shaded based upon the size of the audience; i.e. the darker the shade of blue, the larger the group.

This report is available for Facebook, Instagram, LinkedIn and TikTok.

Facebook


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Instagram

LinkedIn

TikTok

Geography

This Geography section of the Audience report provides insights into the demographics of users who are viewing videos on your YouTube channel.​ The Geography section includes several infographics that analyze age, gender, geographical location and device type of your viewers.

The infographics included in this section are shaded based upon the size of the audience; i.e. the darker the shade of blue, the larger the group.
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This report is only available for YouTube.

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