The Content (Global) report provides aggregated metrics for all posts that were published on a social profile within the selected reporting period. The Content (Global) report is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube profiles. This report can help to identify what type of content performs well and is most likely to generate user engagement.
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 Content (Global) 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 Content (Global) report
To view/access the Content (Global) report from the Reports tool:
Select a social profile from the left-hand navigation menu under Social profiles
Click on the Content drop down on the top of the screen
Select the Global option
To view/access the Stories (Global) report (for Instagram Stories) from the Reports tool:
Select the an Instagram profile from the left-hand navigation menu under Social profiles
Click on the Stories drop down on the top of the screen
Select the Global option
We will outline each section included in the Content (Global) report below; including what social networks and metrics are available per section.
Overview
The Overview section of the Content (Global) report provides quick insights into data related to published content within the selected reporting period.
This report is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube.
Facebook
Metrics Available:
Posts Published - Number of posts the Facebook Page has published within the selected reporting period
Total Reach - Number of unique users who viewed posts from the selected Facebook page within the selected reporting period
Engagement - Total number of reactions, comments, shares, clicks, and other clicks on published posts within the selected reporting period
Instagram
Metrics Available:
Posts Published - Number of posts the Instagram account has published during the selected reporting period, including Stories
Total Reach - Sum of daily reach for all published posts within the selected reporting period (Our calculation)
Engagement - Total number of likes, saves, comments and shares on published posts within the selected reporting period (Our calculation)
Instagram Stories
Instagram Stories
Metrics Available:
Stories Published - Number of Instagram Stories published within the selected reporting period
Stories Reach - Sum of daily reach for all published Instagram Stories within the selected reporting period (Our calculation)
Engagement - Total number of story replies within the selected reporting period (Our calculation)
LinkedIn
Metrics Available:
Posts Published - Number of posts published by the LinkedIn page within the selected reporting period
Post Impressions - Total number of Impressions on all posts published within the selected reporting period
Engagement - Total number of likes, comments, shares and clicks for all posts published during the selected reporting period (Our calculation)
X (Twitter)
X (Twitter)
Metrics Available:
Posts Published - Number of posts published on the X profile within the selected reporting period
Total Likes - The total number of likes for X posts published within the selected reporting period
Total Reposts - The number of reposts (retweets) on posts published within the selected reporting period
Engagement - Total number of user interactions (including likes, reposts, replies, follows, clicks, etc.) for posts published within the selected reporting period
TikTok
TikTok
Metrics Available:
Videos Published - Number of posts published on the TikTok account within the selected reporting period
Total Reach - The number of unique users who saw a post published within the selected reporting period
Engagement - Sum of likes, comments, and shares on TikTok posts published during the selected reporting period (Our calculation)
Average Completion Rate - The average time that users spent watching the video over the total video duration
YouTube
YouTube
Metrics Available
Videos - Number of YouTube videos published within the selected reporting period
Views - Total number of times a video published within the selected reporting period was viewed
Engagement - Sum of Likes, Dislikes, Comments, Shares, Videos added and removed from a playlist, Subscribers gained and Subscribers lost on videos published within the selected reporting period
Publishing
The Publishing section of the Content (Global) report provides a breakdown of post-type and number of posts published on a daily interval within the selected reporting period. You have hover over the bar graph in order to view results on a daily interval.
This report is available for Facebook, Instagram, LinkedIn, X (Twitter) and TikTok.
Facebook
Metrics Available
Status - Number of Status-type posts the Page has published during the selected reporting period
Links- Number of Link-type posts the page has published during the selected reporting period
Photos - Number of Photo-type posts the page has published during the selected reporting period.
Videos - Number of Video-type posts the page has published during the selected reporting period.
Total posts - Status + Link + Photo + Videos (Our calculation)
Instagram
Metrics Available
Image - Number of Image-type posts published during the selected reporting period
Video - Number of Video-type posts published during the selected reporting period
Carousel - Number of Carousel-type posts published during the selected reporting period
Story - Number of Stories published during the selected reporting period
Reels - Number of Reels published during the selected reporting period
Total posts published - Image + Video + Carousel + Story + Reels (Our calculation)
LinkedIn
Metrics Available
Total posts published - Number of posts published by the LinkedIn page within the selected reporting period
X (Twitter)
X (Twitter)
Metrics Available
Text - Number of posts (tweets) containing only text published during the selected reporting period
Link - Number of posts (tweets) containing a link and published during the selected reporting period.
Photos/Videos - The number of posts (tweets) containing photos or videos published during the selected reporting period.
Total posts published - Text + Link + Photos/Videos (Our calculation)
TikTok
TikTok
Metrics Available
Total videos published - The number of videos published during the selected reporting period.
Videos
The Videos section of the Content (Global) report provides a breakdown of videos published on a daily interval for YouTube channels within the selected reporting period. You have hover over the bar graph in order to view results on a daily interval.
This report is only available for YouTube.
YouTube
YouTube
Metrics available:
Total videos published - Number of videos published within the selected reporting period
Top Content
The Top content section of the Content (Global) report highlights the best performing content published within the selected reporting period. You may display results based on chosen criteria, which is selectable in the Sort per drop-down on the top-right of the section.
The Top content section will display the top 6 results in line with the selected sorting criteria. The metrics displayed will be lifetime metrics for the post and will not be filtered for the specific reporting range.
This report is available for Facebook, Instagram, Instagram Stories, LinkedIn, X (Twitter), TikTok and YouTube.
Facebook
Metrics Available
Reach - Number of unique users who viewed the content
Engagement - Total number of user interactions with the content (including clicks, likes, comments, shares, etc.)
Clicks - Number of times a link in a post was clicked, the photo was viewed, or video was played
Other Clicks - Number of clicks on areas of content excluding main links (e.g., profile, hashtags)
Engagement Rate per Impressions - Engagement divided by Total Impressions (Our calculation)
Engagement Rate per Reach - Engagement divided by Total Reach (Our calculation)
Instagram
Metrics Available
Reach - Number of unique users who viewed the content
Comments - Number of comments on the post
Likes - Number of unique Instagram accounts that have liked the post
Saves - Number of unique Instagram accounts that have saved the post.
Engagement - Total number of interactions (likes, comments, saves, shares) Engagement rate per Reach - Engagement divided by Total Reach x 100 (Our calculation)
Engagement rate per View - Engagement divided by Total Views x 100 (Our calculation)
Instagram Stories
Instagram Stories
Metrics Available
Reach - Number of unique Instagram users that have seen the Instagram story
Views - Number of times the Instagram story has been viewed (includes repeat views)
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 Reach - Engagement divided by Total Reach x 100 (Our calculation)
Engagement rate per View - Engagement divided by Total Views x 100 (Our calculation)
LinkedIn
Metrics Available
Impressions - Number of times the content was displayed on LinkedIn
Clicks - Total number of clicks on the content (excluding likes, comments, and shares)
Likes - Number of likes on the post
Shares - Number of times the post was shared
Comments - Number of comments on the post
Engagement rate per Reach - Engagement divided by Reach x 100 (Our calculation)
Engagement rate per Impression - Engagement (Clicks, Likes, Shares, Comments) divided by Impressions x 100 (Our calculation)
X (Twitter)
X (Twitter)
Metrics Available
Impressions - Number of times a post was displayed to users on X
Likes - The total number of likes on the post
Reposts - The total number of times the post was reposted by X users
Quote posts - The total number of times the post was reposted by a user with additional comments
Replies - The total number of replies (retweets) on the published posts
Engagement - Total number of user interactions with your post (including likes, reposts, replies, follows, clicks, etc.)
Engagement rate per Impression - Engagement divided by Impressions x 100 (Our calculation)
TikTok
TikTok
Metrics Available
Reach - Total number of unique users who viewed a post
Video completion rate - Percentage of the video that viewers watched on average
Video replays - Number of times the video was replayed after the initial view
Watched fully - Number of times the video was viewed from start to finish without skipping
Impressions - Number of times the post was displayed to users on TikTok
Engagement - Sum of Likes + Comments + Shares (Our calculation)
Engagement rate per Reach - Engagement divided by Reach x 100 (Our calculation)
Engagement rate per Impression - Engagement divided by Impressions x 100 (Our calculation)
YouTube
YouTube
Metrics Available
Views - Total number of times the video was viewed by users on YouTube
Likes - Number of likes received on the video
Dislikes - Number of dislikes received on the video
Comments- Number of comments received on the video
Shares - Number of times the video was shared through YouTube’s native share options
Videos added to playlists - Total number of times the video was added to any user playlist including "Watch Later" or custom lists
Subscribers gained - Number of subscribers acquired as a result of views on the video
Total Engagement - Likes + Dislikes + Comments + Shares + Videos Added to a Playlist + Videos Removed from a Playlist + Subscribers Gained + Subscribers Lost (Our calculation)
Best day and time to publish
The Best date and time to publish section of the Content (Global) report displays when users are most engaged based upon published posts within the selected reporting period. You may display results based on individual engagement metrics selectable in Graph display drop-down on the top-right of the section.
This report is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube.
Facebook
Graph display options: Engagement on average and Reached users
Instagram
Graph display options: Engagement on average and Reached users
LinkedIn
Graph display options: Engagement on average and Impressions
X (Twitter)
X (Twitter)
There are no Graph display options for X on the Best day and time to publish section.
TikTok
TikTok
Graph display options: Video completion Rate, Engagement on Average, and Reached Users
YouTube
YouTube
There are no Graph display options for YouTube.
Best post type to publish
The Best date and time to publish section of the Content (Global) report provides insight into what post-types users are most likely to engage with.
Facebook and Instagram allow you display results based on individual engagement metrics selectable in Graph display drop-down on the top-right of the section.
This report is available for Facebook, Instagram and X (Twitter).
Facebook
Graph display options: Engagement on average and Reached users
Instagram
Graph display options: Engagement on average and Reached users
X (Twitter)
X (Twitter)
There are no Graph display options for X.
Best label to use
The Best label to use section of the Content (Global) report provides insight into publishing label effectiveness by measuring user engagement for posts published within the selected reporting period.
You may display results based on individual engagement metrics selectable in Graph display drop-down on the top-right of the section.
This report is available for Facebook, Instagram, LinkedIn, X (Twitter), TikTok and YouTube.
Facebook
Graph display options: Engagement on average and Reached users
Instagram
Graph display options: Engagement on average and Reached users
LinkedIn
Graph display options: Engagement on average and Impressions
X (Twitter)
X (Twitter)
There are no Graph display options for X
TikTok
TikTok
Graph display options: Video completion Rate, Engagement on Average, and Reached Users
YouTube
YouTube
There are no Graph display options for YouTube.