Your metrics in Metricool: full guide
Updated 2 months ago
Metricool shows organic and paid metrics for your connected profiles in Analytics. To learn the tab layout—date ranges, comparisons, charts, and lists—see How to use and explore the Analytics tab.
Data available by social network
In general, Metricool shows post analytics regardless of where the content was published. There are some network- or plan-specific exceptions. For example, on personal LinkedIn profiles, post-level metrics are only available for content published via Metricool due to LinkedIn API limitations. On X (Twitter) Starter plans, the post list only shows posts published through the planner.
Platform | Organic | Paid |
|---|---|---|
✅ | ✅ | |
✅ | ✅ [1] | |
🧵 Threads | ✅ | |
🐦 X (Twitter) | ✅ | ✅ [2] |
🌌 Bluesky | ✅ | |
✅ | ||
✅ | ||
🎵 TikTok | ✅ | ✅ [3] |
📍 Google Business Profile | ✅ | |
▶️ YouTube | ✅ | |
🎮 Twitch | ✅ | |
📢 Meta Ads | ✅ | |
🔍 Google Ads | ✅ | |
📣 TikTok Ads | ✅ |
Notes:
[1] Posts include only organic data. To see promoted data, you must add the Meta Ads account.
[2] Promoted post data is shown, but Twitter Ads data is not included.
[3] TikTok data includes posts configured as "Only show in ads", available only for TikTok Business accounts.
Most consulted metrics
These are the most frequently consulted metrics:
Engagement: A key metric that shows how much users interact with your content. See more details here.
Average Reach/Post: Average number of people who have been reached with our posts. Reach refers to unique people, so if one post has been viewed for the same person twice, the reach will be one but it will count as two impressions. On Instagram, the Average reach/day is the average of the reach generated by the profile + all the publications (posts, reels, and stories), and the Average reach/post only refers to posts. You can calculate the total reach by adding the reach of all the posts or by multiplying the average reach by the posts published in the period. Remember that the total reach can appear distorted if the same person has viewed multiple posts as it won't be unique.
Impressions: total number of times our posts have been displayed. Impressions are about posts, so the same account can show more than one post to the same user, It will count as 1 people reached and 1, 2 or more Impressions. On Instagram, the Impressions in the Profile section includes the Impressions generated by the profile (including all posts), and the Impressions in the Posts section is only for posts.
Comparison data: the percentage displayed under some metrics is the comparison with the previous period. For example, if you select a week as the time range, it will be compared with the previous 7 days. You must consider that some months have 31 days and others 30 days, so if you select a month with 30 days it will compare with the previous 30 days, not with the full previous month. For example, if you select April it will compare with the last 30 days of march, as April has 30 days and March, 31. Reports work differently, as in the reports, the data compares with full previous months. Check the article How comparison periods work in your metrics for more details.
Conversions: this is the number of conversions achieved by each campaign (the conversion is set by the Facebook pixel settings). In the' Campaign List' Columns button you can see all the metrics available for your campaigns. More information here.
Metrics by social network
Understanding Social Media Metrics
Social media metrics are essential for your strategy. They allow us to measure and evaluate whether the actions we’re taking are working or not, and to make decisions so your social media strategy can succeed. Not sure how to measure your social media strategy? We explain everything in this video.
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