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, Threads, 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.
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:
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
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:
Total followers - The number of people who have liked the Page
Engagement - Sum of total reactions, comments, private messages and shares within the selected reporting period (Our calculation)
Views - The total amount of Views within the selected reporting period
Mentions - The total amount of page mentions within the selected reporting period (Count from Inbox)
Instagram
Metrics available:
Total 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)
Views - The total amount of views within the selected reporting period
Mentions - The total amount of profile mentions within the selected reporting period (Count from Inbox)
Threads
Threads
Metrics available:
Total followers - The total amount of followers gained during the selected period
Engagement - The sum of total likes, replies, quote posts, and reposts (Our calculation)
Views - The total amount of views within the selected period.
LinkedIn
Metrics available:
Total 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)
X (Twitter)
Metrics available:
Total 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
TikTok
Metrics available:
Total 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)
Views - The total amount of Views within the designated reporting period
YouTube
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 charts 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
It is also possible to hover over the graph in order to display results on a daily interval.
In cases of lost tokens or synchronization issues, Audience growth data cannot be recovered for the following social profiles:
Instagram
Threads
LinkedIn
X (Twitter)
YouTube
Note: Instagram Audience data updates may sometimes experience delays due to Instagram's data transfer process. Delays can span several days, but they resolve automatically once the platform transfers the missing data. Refer to the Reporting FAQ for further information.
This section is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube profiles.
Facebook
Metrics Available:
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
Net Growth (Followers) - Total new (Followers) - Lost (Followers) (Our calculation)
Instagram
Metrics available:
New (Followers) - The total number of new followers within the selected reporting period
Lost (Followers) - The total number of lost followers within the selected period
Net Growth (Followers) - Gained (Followers) - Lost (Followers) (Our calculation)
Threads
Threads
Metrics available:
Net growth (Followers) - The total number of new Threads followers within the selected 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
Net Growth (Followers): Organic (Followers) + Paid (Followers) (Our calculation)
Please Note: LinkedIn does not provide the number of lost followers in the API.
X (Twitter)
X (Twitter)
Metrics available:
Net Growth (Followers) - The total number of new X followers within the selected reporting period
TikTok
TikTok
Metrics available:
New (Followers) - The total number of new followers within the selected reporting period
Lost (Followers) - The total number of lost followers within the selected period
Net Growth (Followers) - The total number of new TikTok followers within the selected reporting period
Please Note: TikTok personal accounts do not have audience variation due to API limitations.
YouTube
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
Net Growth (Subscribers) - Gained (Subscribers) - Lost (Subscribers) (Our calculation)
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, Instagram, & LinkedIn (company) profiles, 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 as 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
Organic Reactions - (Total Reactions - Paid Reactions) (Our calculation)
Paid Reactions - API
Total Reactions - API
Comments - Number of comments on posts within the selected reporting period
Organic Comments - (Count from Inbox)
Paid Comments - (Count from Inbox)
Total Comments - (Organic Comments + Paid Comments) (Our calculation)
Shares: Number of times a user shared a post from the Facebook page within the selected reporting period
Organic Shares - Total Shares - Paid Shares (Our calculation)
Paid Shares - API
Total Shares - API
Private messages: Number of direct/private messages (DMs) received from users during the selected reporting period (Count from Inbox)
Total Engagement: Reactions + Comments + Private Messages + Shares, sorted by Organic, Paid and Total (Our calculation)
Instagram
Metrics available:
Likes - Number of likes received on posts and reels within the selected reporting period
Organic Likes - Total Likes - Paid Likes (Our calculation)
Paid Likes - API
Total Likes - API
Comments: Number of comments received within the selected report period
Organic Comments - (Count from Inbox)
Paid Comments - (Count from Inbox)
Total Comments - Organic Comments + Paid Comments (Our calculation)
Shares: Number of times a user shared a post from the Instagram account within the selected reporting period
Organic Shares - Total Shares - Paid Shares (Our calculation)
Paid Shares - API
Total Shares - API
Saved - Number of times a post has been saved by a unique Instagram account within the selected reporting period
Organic Saved - Total Saved - Paid Saved (Our calculation)
Paid Saved - API
Total Saved - API
Direct Messages: Number of direct/private messages (DMs) received from users during the selected reporting period (Count from Inbox)
Total Engagement - Likes + Saved + Comments + Shares + Direct Messages, sorted by Organic, Paid and Total
Threads
Threads
Metrics available:
Likes - Number of likes received on posts within the selected reporting period
Replies - Number of replies to published posts within the selected reporting period
Reposts - The total number of times posts were reposted by a user within the selected reporting period
Quote posts - Number of times posts were reposted by a user with additional comments within the selected reporting period
Total engagement - Likes + Replies + Quote posts + Reposts (Our calculation)
Linkedin
Metrics available:
Likes - Number of all reactions (like, love, clap, etc.) your content received within the selected reporting period
Organic Likes - API
Paid Likes - API
Total Likes - Organic Likes + Paid Likes (Our calculation)
Comments - Number of comments received within the selected reporting period
Organic Comments - API
Paid Comments - API
Total Comments - Organic Comments + Paid Comments (Our calculation)
Quote posts - Number of times posts were reposted by a user with additional comments within the selected reporting period
Organic Quote posts - API
Paid Quote posts - API
Total Quote posts - Organic Quote posts + Paid Quote posts (Our calculation)
Please Note: Due to API limitations from LinkedIn, their API does not include the count of "instant reposts" at the audience level under Quote posts.
Clicks - Number of unique clicks on content, the company name or logo by a unique (signed in) user within the selected reporting period
Organic Clicks - API
Paid Clicks - API
Total Clicks - Organic Likes + Paid LIkes (Our calculation)
Total engagement - Likes + Comments + Clicks + Shares (Our calculation) sorted by Organic, Paid, and Total (Our calculation)
Please Note: Agorapulse syncs the Clicks metric for LinkedIn Company Profiles. This metric is not available for LinkedIn Personal Profiles and is not included in the Engagement calculation.
X (Twitter)
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
Reposts: The total number of times posts were reposted by a user within the selected reporting period
Quote Posts: Number of times posts were reposted by a user with additional comments 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
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)
YouTube
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. The Graphs displayed for the Engagement rate section are:
Engagement rate per impression (LinkedIn only)
Engagement rate per view (Facebook, Instagram, & Threads)
Engagement Rate per reach (Facebook, Instagram, & LinkedIn)
Engagement, Impressions, Views, and Reach data used in the Engagement rate section is detailed respectively in the Engagement, Impressions, Views, 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 view:
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:
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)
Instagram
Metrics available:
Engagement Rate per view:
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:
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)
Threads
Threads
Metrics available:
Engagement rate per view - Total Engagement divided by Total Views x 100 (Our calculation)
LinkedIn
Metrics available:
Engagement Rate per impression:
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)
Engagement Rate per reach:
Organic - Total (Organic) Engagement divided by Organic Reach x 100 (Our Calculation)
Paid - Total (Paid) Engagement divided by Paid Reach x 100 (Our calculation)
Total - Total Engagement divided by Total Reach x 100 (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, Threads, 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 LinkedIn.
LinkedIn
Metrics available:
Organic (Impressions) - The number of times your page's content has been viewed organically during the selected reporting period
Paid (Impressions) - The number of times your page's content was viewed from ads during the selected reporting period.
Total (Impressions) - The total number of times your page's content was viewed during the selected reporting period. We calculate this total by totaling the number of organic and paid impressions.
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 Facebook, Instagram, Threads, TikTok, and YouTube.
Facebook
Facebook
Metrics available:
Total (Views) - Total number of times your content was viewed within the selected reporting period
Organic (Views) - Number of times your content was viewed organically by people who follow your page within the selected reporting period
Paid (Views) - Number of times your content was viewed due to ads/paid promotion within the selected reporting period
Instagram
Metrics available:
Total (Views) - Total number of times your content was viewed within the selected reporting period
Organic (Views) - Number of times your content was viewed organically within the selected reporting period Total views - Paid views (Our calculation)
Paid (Views) - Number of times your content was viewed due to ads/paid promotion within the selected reporting period
Note: From April 2025, Instagram has replaced Impressions with the Views metric.
Threads
Threads
Metrics available:
Total views - The total number of times your content has been viewed
TikTok
TikTok
Metrics available:
Total Views - Total number of times your content was viewed within the selected reporting period
YouTube
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 Facebook, Instagram, and LinkedIn profiles 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 Facebook, Instagram, and LinkedIn.
Facebook
Facebook
Metrics available:
Average (Reach) - Average daily number of unique users who viewed your content within the selected reporting period
Avg. Organic (Reach) - Average daily number of unique users who viewed your content organically within the selected reporting period.
Avg. Paid (Reach) - Average daily number of unique users who viewed your content due to ads/paid promotion within the selected reporting period
Instagram
Metrics available:
Average (Reach) - Average daily number of unique users who viewed your content within the selected reporting period
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
Note: If a user was reached both organically and by paid promotion, the user will be counted under Paid Reach.
Linkedin
Linkedin
Metrics available:
Average (Reach) - Average daily number of unique users who viewed your content within the selected reporting period (we calculate this total).
Avg. Organic (Reach) - Average daily number of unique users who have viewed your content organically during the selected reporting period.
Avg. Paid (Reach) - Average daily number of unique users who have viewed your content through ads during the selected reporting period.
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.
This report is available for Instagram and X (Twitter).
Interactions is calculated by adding the sum of these metrics per social profile and hashtag:
Instagram
Likes
Saves
Comment
X (Twitter)
X (Twitter)
Likes
Retweets
This report will only display results for hashtags used in posts, not for hashtags used in first comments.
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.
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 - Story Mentions + Mentions (Our calculation)
Story Mentions - The number of times your profile has been mentioned in an Instagram story within the selected reporting period (Count from Inbox)
Profile Mentions - The number of times your profile has been mentioned in a post or comment in the selected reporting period (Count from Inbox)
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:
Video 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:
It is possible to hover over the graph in order to display granular results for each label. A post or an inbox item containing multiple labels will be counted for each label.
This report is available for Facebook, Instagram, Threads, 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, Threads, X (Twitter), LinkedIn, and 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
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
Positive items - Number of Inbox items with 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, Threads, X (Twitter), LinkedIn, and YouTube.
Metrics available:
Positive items: Number of inbox items received during the reporting period that have been assigned a positive sentiment
Neutral items: Number of inbox items received during the reporting period that have been assigned a neutral sentiment
Negative items: Number of inbox items received during the reporting period that have been assigned a negative sentiment
Variation: Change in sentiment type from the previous period
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
The Demographics section of the Audience report provides insights into the characteristics of your audience. For Facebook, the audience consists of users who have liked your Page (Page Likes). For Instagram, LinkedIn, Threads, and TikTok, the audience consists of your followers.
This section includes several infographics, which vary depending on the social network, and display data on your audience’s age, gender, geographic location, and language.
Each infographic uses color shading to indicate audience size. Darker shades of blue represent larger audience groups.
This report is available for Facebook, Instagram, LinkedIn, and TikTok.
Facebook
Instagram
Threads
Threads
LinkedIn
Please Note: The Demographics section of the Audience report is not available for LinkedIn personal profiles.
TikTok
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.
This report is only available for YouTube.
