The Posts Performance report provides valuable insights into performance metrics for published content across different social media platforms. The Posts Performance report is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok, and YouTube profiles. This report offers insights on a per-post basis for all posts that were published on the relevant social profile within the selected reporting period.
In this article, we will outline the different performance metrics available per social network:
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.
Metrics listed in this article have been sourced from the relevant network's API, unless listed as Our calculation or Count from Inbox.
Please Note: Reporting for X (Twitter) is only available with the X Plus add-on.
How to view the Posts Performance report
To view/access the Posts Performance report:
Click the Analytics icon from the left-hand navigation menu
Choose Reports
Select a social profile from the left-hand navigation menu under Social profiles
Select Posts Performance
Please Note: It is possible to view the Sum or Average of all cumulative metrics on the bottom of the screen. You can toggle between each option by clicking Average or Sum. For Instagram Story Posts Performance, only the Average option is available.
The report may extend beyond the visible screen. Scroll or swipe in any direction to explore all metrics.
Below, you'll find an outline of the available metrics for each social network.
Facebook
Metrics available:
Organic Views: Number of times the content was displayed organically within the post's lifetime
Paid Views: Number of times a boosted post was displayed to users within the post's lifetime
Total Views: Total number of times the content was displayed (Paid + Organic) within the post's lifetime
Organic Reach: Number of unique users who viewed the content organically within the post's lifetime
Paid Reach: Number of unique users who viewed boosted content within the post's lifetime
Total Reach: Total number of unique users who viewed your content within the post's lifetime
Engagement: Total number of user interactions with the content (sum of clicks, likes, comments, shares, etc.) within the post's lifetime
Reactions: The number of reactions on posts within the post's lifetime
Comments: Number of user comments on your content within the post's lifetime
Shares: Number of times content was shared within the post's lifetime
Clicks: The number of times a photo was viewed, or a video was played within the post's lifetime
Link Clicks: The number of times a link in a post was clicked within the post's lifetime
Other Clicks: Number of clicks on areas of content excluding main links (e.g., profile, hashtags) within the post's lifetime
Engagement Rate per View: Engagement divided by Total Views (Our calculation) x 100 within the post's lifetime
Engagement rate per reach: Engagement divided by Total Reach x 100 (Our calculation) within the post's lifetime
Photo views: The number of times your photo was viewed
Organic Video Views: Number of times video content has been viewed organically within the post's lifetime
Paid Video Views: Number of times boosted video content has been viewed within the post's lifetime
Total Video Views: Total Number of times video content (Paid + Organic) has been viewed within the post's lifetime
Video plays: The number of times your videos played for at least 3 seconds, or for nearly their total length if they're shorter than 3 seconds.
Average Time Watched: Average duration viewers spent watching a video within the post's lifetime
Average time watched percent: Average percentage of the video watched by viewers within the post's lifetime
Label: The Agorapulse label applied to the post
Content type: The type of post that was published (i.e., photo, video, text)
Please note: The Posts Performance Report for Facebook includes results for both organic and boosted posts. Performance data for paid ads is available in the Meta Ads Report.
Instagram
Metrics available:
Organic Views: Number of times content was viewed organically—3+ seconds for videos (includes repeat views) and all screen appearances for non-videos (photos/images and carousels) within the post's lifetime
Paid Views: Number of times content was viewed via boosted promotion—3+ seconds for videos (includes repeat views) and all screen appearances for non-videos (photos/images and carousels) within the post's lifetime
Total Views: Organic Views + Paid Views (Our calculation)
Organic Reach: Number of unique users who viewed the content organically within the post's lifetime
Paid Reach: Number of unique users who viewed boosted content within the post's lifetime
Total Reach: Organic Reach + Paid Reach (Our calculation)
Organic Engagement: Total interactions (likes, comments, saves, shares) on content viewed organically within the post's lifetime
Paid Engagement: Total interactions (likes, comments, saves, shares) on content viewed through boosted promotion within the post's lifetime
Total Engagement: Organic Engagement + Paid Engagement (Our calculation)
Organic Likes: Number of likes received on content that was viewed organically within the post's lifetime
Paid Likes: Number of likes received on content that was viewed via boosted promotion within the post's lifetime
Likes: Organic Likes + Paid Likes (Our calculation)
Organic Comments: Number of comments left on content that was viewed organically within the post's lifetime
Paid Comments: Number of comments left on content that was viewed via boosted promotion within the post's lifetime
Total Comments: Organic Comments + Paid Comments (Our calculation)
Organic Shares: Number of times the content was shared after being viewed organically within the post's lifetime
Paid Shares: Number of times the content was shared after being viewed via boosted promotion within the post's lifetime
Total Shares: Organic Shares + Paid Shares (Our calculation)
Organic Saved: Number of times users saved content that was viewed organically within the post's lifetime
Paid Saved: Number of times users saved content that was viewed via boosted promotion within the post's lifetime
Total Saves: Organic Saves + Paid Saves (Our calculation)
Organic Engagement Rate per View: Organic Engagement divided by Organic Views x 100 (Our calculation)
Paid Engagement Rate per View: Paid Engagement divided by Paid Views x 100 (Our calculation)
Total Engagement Rate per View: Total Engagement divided by Total Views x 100 (Our calculation)
Organic Engagement Rate per Reach: Organic Engagement divided by Organic Reach x 100 (Our calculation)
Paid Engagement Rate per Reach: Paid Engagement divided by Paid Reach x 100 (Our calculation)
Total Engagement Rate per Reach: Total Engagement divided by Total Reach x 100 (Our calculation)
Organic Average Watch Time: Average amount of time users spent watching video content that was viewed organically within the post's lifetime
Paid Average Watch Time: Average amount of time users spent watching video content that was viewed through boosted promotion within the post's lifetime
Total Average Watch Time: [(Organic Average Watch Time x Organic Views) + (Paid Average Watch Time x Paid Views)] divided by (Organic Views + Paid Views) (Our calculation)
Label: The Agorapulse label applied to the post
Content type: The type of post that was published (i.e., photo, video)
Please note: For Instagram Content Performance reports, comments include the account's own comments and any deleted comments.
Instagram Stories
Instagram Stories
To access the Stories Performance report for Instagram from the Reports tool:
Select an Instagram profile from the left-hand navigation menu under Social profiles
Click on the Stories Performance at the top of the screen
The Stories Performance report is only available for Instagram.
Metrics available:
Views: Number of times an Instagram story has been viewed (includes repeat views)
Reach: Number of unique Instagram users that have seen the story
Engagement: Number of replies to the Instagram story (Due to privacy regulations, users from Europe and Japan will not be counted for this metric)
Engagement Rate per View: Engagement divided by Views x 100 (Our calculation)
Engagement Rate per Reach: Engagement divided by Reach (Our calculation)
Taps Exit: Number of times someone exited the story
Taps Forward: Number of taps to see this story's proceeding photo or video
Taps Back: Number of taps to see this story's preceding photo or video
Swipes Forward: Number of times a user swiped to the next story
Label: The Agorapulse label applied to the post
Content type: The type of post that was published (i.e., photo, video)
Threads
Threads
Metrics available:
Views: Number of times your post has been viewed during the post's lifetime
Engagement: Number of interactions (likes, replies, quote posts, & reposts) on your content within the post's lifetime
Likes: Number of users who liked your post within the post's lifetime
Replies: Number of replies on a published post within the post's lifetime
Reposts: Number of times users reposted your post within the post's lifetime
Quote posts: Number of times users reposted your post with added commentary within the post's lifetime
Engagement rate per view: Engagement divided by Total Views x 100 (Our calculation)
Labels: The Agorapulse labels applied to the post
Content type: The type of post that was published (i.e., photo, video, text)
LinkedIn (Company pages)
LinkedIn (Company pages)
Metrics available:
Organic Impressions: Number of times your content was displayed organically on LinkedIn within the post's lifetime
Paid Impressions: Number of times your content was displayed via ads on LinkedIn within the post's lifetime
Total Impressions: Organic Impressions + Paid Impressions (Our calculation)
Organic Reach: Number of unique users who viewed your content organically within the post's lifetime
Paid Reach: Number of unique users who viewed your paid content during the post's lifetime
Total Reach: Organic Reach + Paid Reach (Our calculation)
Organic Engagement: Total interactions (likes, comments, clicks, & shares) on organic content within the post's lifetime
Paid Engagement: Total interactions (likes, comments, clicks, & shares) on paid content within the post's lifetime
Total Engagement: Organic Engagement + Paid Engagement (Our calculation)
Organic Likes: Number of users who liked your organic content within the post's lifetime
Paid Likes: Number of users who liked your paid content within the post's lifetime
Likes: Organic Likes + Paid Likes (Our calculation)
Organic Comments: Number of user comments on your organic content within the post's lifetime
Paid Comments: Number of user comments on your paid content within the post's lifetime
Total Comments: Organic Comments + Paid Comments (Our calculation)
Organic Shares: Number of times your organic content was shared by users within the post's lifetime
Paid Shares: Number of times your paid content was shared by users within the post's lifetime
Total Shares: Organic Shares + Paid Likes (Our calculation)
Organic Clicks: Total number of clicks on your organic content (excluding likes, comments, and shares) within the post's lifetime
Paid Clicks: Total number of clicks on your paid content (excluding likes, comments, and shares) within the post's lifetime
Total Clicks: Organic Clicks + Paid Clicks (Our calculation)
Organic Engagement Rate per Impression: Organic Engagement divided by Organic Impressions x 100 (Our calculation)
Paid Engagement Rate per Impression: Paid Engagement divided by Paid Impressions x 100 (Our calculation)
Total Engagement Rate per Impression: Total Engagement divided by Total Impressions x 100 (Our calculation)
Organic Engagement Rate per Reach: Organic Engagement divided by Organic Reach x 100 (Our calculation)
Paid Engagement Rate per Reach: Paid Engagement divided by Paid Reach x 100 (Our calculation)
Total Engagement Rate per Reach: Total Engagement divided by Total Reach x 100 (Our calculation)
Organic Video Views: Number of times a video on an organic post was viewed for at least 3 seconds within the post's lifetime
Paid Video Views: Number of times a video on a paid post was viewed for at least 3 seconds within the post's lifetime
Total Video Views: Organic video views + Paid video views (Our calculation)
Label: The Agorapulse labels applied to the post
Content type: The type of post that was published (i.e., photo, video, text)
LinkedIn (Personal pages)
LinkedIn (Personal pages)
Metrics available:
Impressions: Number of times your content was displayed on LinkedIn within the post's lifetime
Reach: Number of unique users who viewed your content within the post's lifetime
Engagement: Total interactions (likes, comments, & shares) on your content within the post's lifetime
Likes: Number of users who liked your content within the post's lifetime
Comments: Number of user comments on your content within the post's lifetime
Engagement rate per impression: Engagement divided by Impressions x 100 (Our calculation)
Engagement rate per reach: Engagement divided by Reach x 100 (Our calculation)
Video views: Number of times a video on a post was viewed for at least 3 seconds within the post's lifetime
Labels: The Agorapulse labels applied to the post
Content type: The type of post that was published (i.e., photo, video, text)
X (Twitter)
X (Twitter)
The Posts Performance report for X is only available with the X Plus add on.
Metrics available:
Impressions: Number of times a post was displayed to users on X within the post's lifetime
Engagement: Total number of user interactions with your post (including likes, reposts, replies, follows, clicks, etc.) within the post's lifetime
Likes: Number of times users liked a post within the post's lifetime
Replies: Number of direct responses or comments on a post within the post's lifetime
Reposts: Number of times users reposted (retweeted) a post within the post's lifetime
Quote Posts: Number of times users reposted a post with added commentary within the post's lifetime
Engagement Rate per Impressions: Engagement divided by Impressions x 100 (Our calculation)
Video Views: Number of times a video within a post was viewed for at least 2 seconds with 50% of the video player in view within the post's lifetime
Label: The Agorapulse label applied to the post
Content type: The type of post that was published (i.e., photo, video, text)
TikTok
TikTok
Metrics available:
Views: Total number of times the post was displayed to users on TikTok within the post's lifetime
Reach: Total number of unique users who viewed a post within the post's lifetime
Engagement: Likes + Comments + Shares (Our calculation)
Likes: Number of users who liked your post within the post's lifetime
Comments: Number of user comments left on your content within the post's lifetime
Shares: Number of times your content was shared by users within the post's lifetime
Engagement Rate per View: Engagement divided by Impressions x 100 (Our calculation)
Engagement Rate per Reach: Engagement divided by Reach x 100 (Our calculation)
Video Replays: Number of times the video was replayed after the initial view within the post's lifetime
Video Watched Fully: Number of times the video was viewed from start to finish without skipping within the post's lifetime
Completion Rate: Percentage of the video that viewers watched on average within the post's lifetime
Full Video Watched Rate: Percentage of viewers who watched the full video
Label: The Agorapulse label applied to the post
Content type: The type of post that was published (i.e., photo, video)
YouTube
YouTube
Metrics available:
Vide Views: Total number of times the video was watched by users on YouTube within the post's lifetime
Engagement: Likes + Dislikes + Comments + Shares + Videos Added to a Playlist + Videos Removed from a Playlist + Subscribers Gained + Subscribers Lost (Our calculation)
Likes: Total number of likes by signed-in users within the post's lifetime
Dislikes: Total number of dislikes by signed-in users within the post's lifetime
Comments: Total number of published comments on the video within the post's lifetime
Shares: Total number of times the video was shared through YouTube’s native share options within the post's lifetime
Videos Added to a Playlist: Total number of times the video was added to any user playlist including "Watch Later" or custom lists within the post's lifetime
Videos Removed from a Playlist: Total number of times the video was removed from any user playlist within the post's lifetime
Subscribers Gained: Number of subscribers acquired as a result of views on the video within the post's lifetime
Subscribers Lost: Number of subscribers lost after watching the video within the post's lifetime
Average Time Watched Percent: Average portion of the video watched by viewers expressed as a percentage within the post's lifetime (Our calculation)
Label: The Agorapulse label applied to the post
Content type: The type of post that was published (i.e., video)