The Content (Performance) report provides valuable insights into performance metrics for published content across different social media platforms. The Content (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 Content (Performance) report
To view/access the Content (Performance) 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 Performance option
To view all metrics within the Content (Performance) report, you can scroll to the right of the page. We will outline the metrics for Content (Performance) report per social network below.
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.
Facebook
Metrics available:
Organic Reach: Number of unique users who viewed the content organically within the selected reporting period
Paid Reach: Number of unique users who viewed paid/boosted content within the selected reporting period
Total Reach: Total number of unique users who viewed your content within the selected reporting period
Organic Impressions: Number of times the content was displayed organically within the selected reporting period
Paid Impressions: Number of times an ad was displayed to users within the selected reporting period
Total Impressions: Total number of times the content was displayed (Paid + Organic) within the selected reporting period
Clicks: The 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) within the selected reporting period
Engagement: Total number of user interactions with the content (including clicks, likes, comments, shares, etc.) within the selected reporting period
Engagement Rate per Impression: Engagement divided by Total Impressions (Our calculation) x 100 within the selected reporting period
Engagement rate per reach: Engagement divided by Total Reach x 100 (Our calculation) within the selected reporting period
Organic Video Views: Number of times video content has been viewed organically within the selected reporting period
Paid Video Views: Number of times paid/boosted video content has been viewed within the selected reporting period
Total Video Views: Total Number of times video content (Paid + Organic) has been viewed within the selected reporting period
Total Avg. Time Watched: Average duration viewers spent watching a video within the selected reporting period
Total Avg. Percentage of Time Watched: Average percentage of the video watched by viewers within the selected reporting period
Label: The Agorapulse label applied to the post
Instagram
Metrics available:
Organic Reach: Number of unique users who viewed the content organically within the selected reporting period
Paid Reach: Number of unique users who viewed paid/boosted content within the selected reporting period
Total Reach: Organic Reach + Paid Reach (Our calculation)
Organic Views: Number of times content was viewed organically—3+ seconds for videos (includes repeat views), all screen appearances for non-videos within the selected reporting period
Paid Views: Number of times content was viewed via paid promotion—3+ seconds for videos (includes repeat views) , all screen appearances for non-videos within the selected reporting period
Total Views: Organic Views + Paid Views (Our calculation)
Organic Likes: Number of likes received on content that was viewed organically within the selected reporting period
Paid Likes: Number of likes received on content that was viewed via paid/boosted promotion within the selected reporting period
Total Likes: Organic Likes + Paid Likes (Our calculation)
Organic Saves: Number of times users saved content that was viewed organically within the selected reporting period
Paid Saves: Number of times users saved content that was viewed via paid/boosted promotion within the selected reporting period
Total Saves: Organic Saves + Paid Saves (Our calculation)
Organic Comments: Number of comments left on content that was viewed organically within the selected reporting period
Paid Comments: Number of comments left on content that was viewed via paid/boosted promotion within the selected reporting period
Total Comments: Organic Comments + Paid Comments (Our calculation)
Organic Shares: Number of times the content was shared after being viewed organically within the selected reporting period
Paid Shares: Number of times the content was shared after being viewed via paid/boosted promotion within the selected reporting period
Total Shares: Organic Shares + Paid Shares (Our calculation)
Organic Engagement: Total interactions (likes, comments, saves, shares) on content viewed organically within the selected reporting period
Paid Engagement: Total interactions (likes, comments, saves, shares) on content viewed through paid promotion within the selected reporting period
Total Engagement: Organic Engagement + Paid Engagement (Our calculation)
Organic Average Watch Time: Average amount of time users spent watching video content that was viewed organically within the selected reporting period
Paid Average Watch Time: Average amount of time users spent watching video content that was viewed through paid/boosted promotion within the selected reporting period
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)
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)
Label: The Agorapulse label applied to the post
The following metrics have been deprecated from Instagram: Impressions, Plays, Replays. These metrics have been replaced by Views and will be kept for historical reporting purposes until Q2 2025. More information on this change is available here.
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 drop down on the top of the screen
Select the Performance option
The Stories (Performance) report is only available for Instagram.
Metrics available:
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)
Views: Number of times an Instagram story has been viewed (includes repeat views)
Engagement Rate per View: Engagement divided by Views x 100 (Our calculation)
Engagement Rate per Reach: Engagement divided by Reach (Our calculation)
Taps Back: Number of taps to see this story's preceding photo or video
Taps Forward: Number of taps to see this story's proceeding photo or video
Taps Exit: Number of times someone exited the story
Swipes Forward: Number of times a user swiped to the next story
Label: The Agorapulse label applied to the post
LinkedIn
Metrics available:
Impressions: Number of times your content was displayed on LinkedIn within the selected reporting period
Clicks: Total number of clicks on your content (excluding likes, comments, and shares) within the selected reporting period
Likes: Number of users who liked your content within the selected reporting period
Shares: Number of times your content was shared by users within the selected reporting period
Comments: Number of user comments on your content within the selected reporting period
Engagement: Clicks + Likes + Shares + Comments (Our calculation)
Engagement Rate per Impressions: 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 was viewed for at least 3 seconds within the selected reporting period
Label: The Agorapulse label applied to the post
X (Twitter)
X (Twitter)
The Content (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 selected reporting period
Likes: Number of times users liked a post within the selected reporting period
Reposts: Number of times users reposted (retweeted) a post within the selected reporting period
Quote Posts: Number of times users reposted a post with added commentary within the selected reporting period
Replies: Number of direct responses or comments on a post within the selected reporting period.
Engagement: Total number of user interactions with your post (including likes, reposts, replies, follows, clicks, etc.) within the selected reporting period
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 selected reporting period
Label: The Agorapulse label applied to the post
TikTok
TikTok
Metrics available:
Reach: Total number of unique users who viewed a post within the selected reporting period
Completion Rate: Percentage of the video that viewers watched on average within the selected reporting period
Video Replays: Number of times the video was replayed after the initial view within the selected reporting period
Watched Fully: Number of times the video was viewed from start to finish without skipping within the selected reporting period
Impressions: Total number of times the post was displayed to users on TikTok within the selected reporting period
Engagement: Likes + Comments + Shares (Our calculation)
Engagement Rate per Impressions: Engagement divided by Impressions x 100 (Our calculation)
Engagement Rate per Reach: Engagement divided by Reach x 100 (Our calculation)
Label: The Agorapulse label applied to the post
YouTube
YouTube
Metrics available:
Views: Total number of times the video was watched by users on YouTube within the selected reporting period
Average Percentage Viewed: Average portion of the video watched by viewers expressed as a percentage within the selected reporting period (Our calculation)
Likes: Total number of likes by signed-in users within the selected reporting period
Dislikes: Total number of dislikes by signed-in users within the selected reporting period
Comments: Total number of published comments on the video within the selected reporting period
Shares: Total number of times the video was shared through YouTube’s native share options within the selected reporting period
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 selected reporting period
Videos Removed from a Playlist: Total number of times the video was removed from any user playlist within the selected reporting period
Subscribers Gained: Number of subscribers acquired as a result of views on the video within the selected reporting period
Subscribers Lost: Number of subscribers lost after watching the video within the selected reporting period
Total Engagement: Likes + Dislikes + Comments + Shares + Videos Added to a Playlist + Videos Removed from a Playlist + Subscribers Gained + Subscribers Lost (Our calculation)
Label: The Agorapulse label applied to the post
How to export the Content (Performance) report
You can export the Content (Performance) report from the Reports tool by following the steps below:
Select the chosen social profile in the left-hand navigation bar
Click the orange Export icon on the top-right of the screen
In the Export options pop-up, click on Export CSV next to the Content Performance Data option
The export will be emailed to the email address associated to your user account.
Please Note: When exporting the Content Performance Data CSV for Instagram, Instagram Stories, Posts and Reels will be included.