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Social Analytics Data Dictionary

Definitions of all metrics in Aspire's Social Analytics dashboard

Christine Santiago avatar
Written by Christine Santiago
Updated yesterday

This data dictionary details every metric available in Aspire's Social Analytics dashboard, organized by social network and post type.

Instagram

Instagram Post

Instagram Reel

Instagram Story

Insights Required

Engagements

Comments + likes + saves (calculated using the creator's 20 most recent posts from the last 60 days)

Comments + likes + saves (calculated using the creator's 20 most recent posts from the last 60 days)

N/A

No

Engagement Rate (%)

(Engagements / Total Followers) x 100

(Engagements / Total Followers) x 100

N/A

No

Unique Engagement Rate (%)

(Likes + comments) / Unique Impressions

(Likes + comments) / Unique Impressions

N/A

Yes

Potential Reach

Total number of followers the account has at the time of posting

Total number of followers the account has at the time of posting

N/A

No

Reach

Total number of unique impressions

Total number of unique impressions

Total number of unique impressions

Yes

Impressions

Total number of times the post has been seen (organic + boosted)

Total number of video views (organic + boosted)

Total number of times the Story has been seen (organic only)

Yes

Estimated Impressions

N/A

N/A

Estimated number of times the Story has been seen based on the total number of followers the account has at the time of posting

No

Views

Total number of views for all videos in an Instagram carousel post (organic + boosted)

Total Number of impressions + plays (organic + boosted); Number of times the Reels is played after an impression is already counted.

N/A

Yes

Likes

Total number of likes, including replies on comments

Total number of likes, including replies on comments

N/A

Insights are required if likes are hidden

Comments

Total number of comments

Total number of comments

N/A

No

Taps

N/A

N/A

Total number of taps to see the Instagram story’s previous or next photo or video

Yes

Exits

N/A

N/A

Total number of times a user exited the Instagram story

Yes

Saves

Total number of unique Instagram accounts that have saved the post

Total number of unique Instagram accounts that have saved the post

N/A

Yes

TikTok

Metric

Definition

Engagements

Comments + likes + shares

Engagement Rate (%)

(Engagements / Total Views) x 100

Potential Reach

Total number of followers the account has at the time of posting

Impressions

Total number of views of the video. This is the number of times someone started playing the video. Replays are not counted.

Views

Total number of views. This is the number of times someone started playing the video. Replays are not counted.

Likes

Total number of likes

Comments

Total number of comments

Shares

Total number of shares

YouTube

Metric

Definition

Engagements

Total views

Engagement Rate (%)

(Engagements / Total Followers) x 100

Potential Reach

Total number of followers the account has at the time of posting

Views

Total number of views

Likes

Total number of likes

Comments

Total number of comments

Pinterest

Metric

Definition

Engagements

Clicks + closeups + saves

Engagement Rate (%)

(Engagements / Total Followers) x 100

Potential Reach

Total number of followers the account has at the time of posting

Impressions

Total number of times the Pin has been seen

Views

Total number of times the Pin has been seen

Likes

Total number of likes

Comments

Total number of comments

Saves

Total number of times users have saved a Pin to a board

Close-Ups

Total number of times users viewed a close-up version of the Pin

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