Analytics & Engagement Tracking
Measure social media performance with detailed metrics covering reach, engagement, and audience growth.
Available Metrics
| Metric | What It Measures |
|---|---|
| Impressions | How many times your post was displayed |
| Reach | Unique users who saw your post |
| Clicks | Link clicks, media clicks, profile clicks |
| Engagement | Likes + shares + comments + saves |
| Engagement Rate | (Engagement / Impressions) × 100 |
| Follower Growth | New followers gained in date range |
Accessing Analytics
- Go to Brand Central → Analytics
- Select date range (Last 7 days, 30 days, custom)
- Choose platforms to compare (All, Twitter, LinkedIn, Facebook)
- View dashboard with charts and tables
Dashboard Overview
Performance Summary Cards
Top row shows key metrics at a glance:
- Total Impressions: 45,320 ↑ 12%
- Engagement Rate: 3.8% ↓ 0.4%
- Total Clicks: 1,240 ↑ 8%
- New Followers: 89 ↑ 23%
Green arrows indicate improvement vs. previous period. Red arrows indicate decline.
Engagement Trend Chart
Line graph showing daily engagement over time. Hover over data points to see exact values.
Use case: Identify which days of week perform best.
Top Performing Posts
Table listing posts with highest engagement:
| Post | Platform | Impressions | Engagement | Rate |
|---|---|---|---|---|
| "Product launch is here! 🚀" | 8,450 | 520 | 6.2% | |
| "5 tips for productivity..." | 5,230 | 310 | 5.9% |
Platform-Specific Analytics
Twitter/X Metrics
- Impressions: Total times tweet shown in timeline
- Engagements: Likes + Retweets + Replies + Profile clicks
- Video views: For tweets with video (≥2 seconds played)
- Link clicks: Clicks on URLs in tweet
LinkedIn Metrics
- Impressions: Feed views (organic + paid)
- Unique viewers: Distinct LinkedIn members who viewed
- Reactions: Likes, Celebrate, Support, Love, Insightful
- Shares: Reposts to other users' feeds
- Comments: Text replies to post
Facebook Metrics
- Reach: Organic + paid + viral (shares)
- Engagement: Reactions + Comments + Shares + Clicks
- Video metrics: 3-second views, 10-second views, avg watch time
- Post clicks: Clicks to see full post (if truncated)
Comparing Performance
By Platform
Bar chart comparing average engagement rate across platforms:
- Twitter: 2.8% engagement rate (industry avg: 0.5-2%)
- LinkedIn: 4.2% engagement rate (industry avg: 2-3%)
- Facebook: 1.5% engagement rate (industry avg: 0.5-1%)
Insight: LinkedIn performs best for this account. Consider posting more often there.
By Post Type
Breakdown of engagement by content type:
| Type | Posts | Avg Engagement |
|---|---|---|
| Video | 12 | 5.4% |
| Image | 48 | 3.2% |
| Text only | 20 | 2.1% |
| Link | 15 | 1.8% |
Takeaway: Video content generates 2x engagement vs. images.
Audience Insights
Demographics
- Age groups: 25-34 (42%), 35-44 (28%), 18-24 (18%)
- Gender: 52% male, 46% female, 2% other
- Top locations: USA (45%), UK (18%), Canada (12%)
Active Times
Heatmap showing when your audience is most active:
- Peak hours: 8-10 AM, 6-8 PM (EST)
- Peak days: Tuesday, Wednesday, Thursday
- Lowest engagement: Saturday mornings
Exporting Reports
PDF Export
- Configure date range and filters
- Click "Export" → PDF
- Customize: Include charts? Include top posts?
- Download PDF (ready in 10-30 seconds)
CSV Export
- Click "Export" → CSV
- Choose: Summary (totals) OR Detailed (per-post)
- CSV downloads immediately
Use case: Import into Excel or Google Sheets for deeper analysis.
Setting Goals & Alerts
Performance Goals
- Go to Analytics → Goals
- Set target: "Reach 5% engagement rate by end of Q1"
- Dashboard shows progress toward goal
Alerts
Get notified when:
- Post reaches 1,000 impressions
- Engagement rate drops below 2%
- Follower growth exceeds 100/week
- Viral post detected (10x average engagement)
Understanding Engagement Rate
Formula:
Engagement Rate = (Likes + Comments + Shares + Clicks) / Impressions × 100Benchmark Ranges
| Rate | Assessment |
|---|---|
| > 5% | 🟢 Excellent — highly engaging content |
| 2-5% | 🟡 Good — above industry average |
| 1-2% | 🟠 Average — room for improvement |
| < 1% | 🔴 Low — content needs optimization |
Improving Your Metrics
To Increase Impressions
- Post at optimal times (when audience is active)
- Use relevant hashtags (3-5 per post)
- Tag other accounts (mention partners, influencers)
- Engage with comments quickly (boosts visibility)
To Increase Engagement
- Ask questions (encourages comments)
- Use compelling visuals (high-quality images/videos)
- Create polls (interactive content)
- Share user-generated content (tag original creators)
- Post carousel/threads (keeps users engaged longer)
To Increase Clicks
- Strong call-to-action ("Learn more", "Get started today")
- Tease content ("3 surprising tips inside...")
- Use link shorteners with UTM tracking
- Add link in first comment if platform doesn't allow in post
A/B Testing
Test variations of your posts to see what works:
- Create 2 versions: Post A (with emoji) vs Post B (without emoji)
- Schedule both for same day, 2 hours apart
- After 24 hours, compare engagement rates
- Use winning format for future posts
Best Practices
- ✅ Check analytics weekly (identify trends early)
- ✅ Compare month-over-month (seasonal patterns)
- ✅ Track competitor performance (benchmark against industry)
- ✅ Celebrate wins (share top posts with team)
- ✅ Experiment with new content types (video, polls, carousels)
- ❌ Don't chase vanity metrics (follower count without engagement)
- ❌ Don't ignore low performers (analyze why they failed)
- ❌ Don't compare across platforms (different baselines)