Tools for Social Media Analytics 

Social media analytics are key to building a successful strategy that you can rely on. With the right data in hand, you can analyze whether your content is performing well and in which areas you need to improve. There are two ways you can measure your social media analytics, manually or using a social media analytics tool: 

 ▶️ Native social media app analytics 

Almost every social network offers an analytics section to measure how well your content is performing. Facebook, Instagram, TikTok, X, YouTube, and LinkedIn… all have native analytics features to view your content’s performance and overall account growth. 

While these are useful features to have at hand, this requires jumping between each platform and recording the data manually, which can be very time-consuming. 

 ▶️ Using a social media analytics tool, like Metricool 

Metricool is like a Swiss army knife for social media managers. This all-in-one platform provides you with key data for all your connected social media channels. Along with analyzing your social media accounts, you can schedule content, create custom social media reports, 

In addition to measuring everything to do with your social profiles, you can schedule your social media content, create social media reports, manage private messages, customize link-in-bio pages, and run ad campaigns across Facebook, Instagram, and Google. You can tackle all your social media tasks without having to leave the platform. 

Social Media Analytics Tool: Metricool

To access Metricool’s analytics, you will need to create your account, which you can do for completely free. Sign up below and create your account in just a few minutes:

The next step is to connect the social profiles you want to measure: Click on your brand name > Connections > Connect networks one by one.

 Metricool is authorized by the social media sites you can connect to. We will never ask you for passwords or personal data.

Now let’s look at what you’ll find in Metricool’s Analytics section. Here we will break down the analytics network by network to explain what metrics you will find for each. 

Brand Summary

This section will combine all your connected social channels’ analytics into one section. View data about your profile, such as follower balance and impressions, as well as your content including total interactions and a list of your top posts. 

You can view your overall paid advertising performance for Google, Facebook, and TikTok ads if you have any connected ad accounts. This is a great way to view social media growth as a whole for your brand. 

Facebook

The first network you can analyze with Metricool is Facebook. Here you will find metrics measuring your overall page performance, account demographics, clicks on your page, post and story analytics, and competitor data. 

Page Overview: 

• Growth: The total number of likes, followers, impressions, page visits, and content posted in the period. See the percentage of growth by hovering your cursor over each metric.
  • Underneath the chart, you will also see your average daily likes, average likes per post, average daily page views, average daily posts, and average posts per week. 
• Balance of likes: Compare your acquired and lost followers in the period. 
• Post viewed in period: Analyze your total impressions, reactions, and clicks in the period, with the percentage of growth or change since the last period. 

Demographics: 

• Gender: View your audience’s gender balance, and click on “View table” to see the exact percentage breakdown. 
• Age: See your audience’s age range percentages, from 18 to 65+. 
• Followers by country: Which countries and cities do your Facebook audience reside in? View these metrics in a pie chart or exact percentages in a table. 

Clicks on Page: 

• Calls to action: Analyze how many people clicked on your call-to-action buttons on Facebook. 
• Website button: See how many users clicked on your website via Facebook. 
• Page visits: How many total page visits did you receive in the period? 

Posts published in period: 

This section is broken down into two sections, an overview and a section focused on your posts’ interactions. 

Overview: 

• Engagement: View your overall engagement rate as a percentage, with an arrow indicating if your engagement rate has increased or decreased from the previous period. 
• Interactions: Analyze the total interactions your posts received in the period. 
• Average reach per post: How many users do your posts reach on average? 
• Impressions: View the total number of impressions of your content in the period. 

Interactions: 

• Reactions: How many total reactions did your posts receive in the period? 
• Comments: The total number of comments your posts received. 
• Shares: How many times were your posts shared? 
• Clicks: How many total clicks did your posts receive?
  • Underneath the interactions chart, you will see the average daily reactions, average reactions per post, average daily comments, average comments per post, average shares per day, and average shares per post. 
• Types: In a pie chart or table, view which content you’ve posted with corresponding percentages. Which content formats did you post the most of? Least? 
• Impressions: View your impression breakdown in terms of organic and promoted impressions. 

List of posts: 

Here you can analyze your top-performing content in the period, breaking down the individual metrics of each post. Click on “More” to copy the caption to your clipboard, press “View” to be led directly to the post, or use the “Boost” option to promote your post directly from Metricool. 

Reels published in period: 

Want to see how your Reels have performed? View the following metrics of your Facebook Reels: 

• Engagement 
• Interactions 
• Average reach per reel
• Video views 
• Number of Reels posted 
• Likes 
• Actions (comments and shares)

List of Reels: 

In the same way, you can see your top-performing posts, you can see this breakdown with your Facebool Reels. 

Stories published in the period: 

How did your Facebook Stories perform in the period? View all of the analytics in this section. 

List of stories: 

View your top-performing Facebook stories in the period. 

Competitors: 

Add your top Facebook competitors to conduct a competitive analysis and see how you compare against your competition. You can also compare competitors against each other. 

Instagram

Now, let’s move into Instagram, the second network you can analyze with Metricool. What Instagram metrics can you analyze with Metricool? The metrics in this section are almost identical to those of Facebook, however, there is a special perk to this section, analyzing your top-performing hashtags. 

Community

• Growth: Number of followers and users you follow. As with Facebook, you have the followers balance with the new followers you’ve gained.
  • Underneath the growth chart, you can also find your daily average followers, average followers per post, average daily posts, and average posts per week. 

Demographics

• Gender: View your audience’s gender balance, and click on “View table” to see the exact percentage breakdown. 
• Age: See your audience’s age range percentages, from 18 to 65+. 
• Followers by country: Which countries and cities do your Instagram audience reside in? View these metrics in a pie chart or exact percentages in a table. 

Account 

• Impressions: The total number of impressions your profile received in the period. 
• Average reach per day: How many users, on average, your account reached per day. 
• Profile views: How many total profile views did your account receive in the period? 
• Website clicks: The total number of users that visited your website via Instagram.
  • Want to view your clicks more in-depth? Below the profile analytics, you can see your clicks breakdown in regards to emails, directions, calls, and messages. 

Posts published in the period 

Similar to Facebook, this section of analyzing your post’s performance is broken into two sections, organic summary and organic interactions. 

Organic Summary:

• Engagement: View your overall engagement rate as a percentage, with an arrow indicating if your engagement rate has increased or decreased from the previous period. 
• Interactions: Analyze the total interactions your posts received in the period. 
• Average reach per post: How many users do your posts reach on average? 
• Impressions: View the total number of impressions of your content in the period. 

Organic Interactions:

• Likes: How many total organic likes did your content receive? 
• Comments: How many total comments did your posts receive? 
• Saves: The total number of times your content was saved by users.
  • Underneath this chart, you will also see your average daily likes, average likes per post, average daily comments, average comments per post, and average likes per comment. 
• Types: See the distribution of which content you published between images, carousels, and videos. 
• Impressions: View your impressions distribution for organic and promoted content. 

List of posts 

Which content has performed best on Instagram in the period? View the individual metrics for these top posts concerning impressions, reach, likes, saves, comments, interactions, and engagement. 

List of hashtags 

This section is unique to Instagram in which you can analyze the hashtags that have generated the most impressions, likes, and comments. 

Reels published in the period 

Here you will have the same metrics that appear in the Facebook section, including the following metrics: 

• Engagement 
• Interactions 
• Average reach per reel
• Video views 
• Likes 
• Comments
• Saves
• Shares

List of Reels 

As you can see your top-performing posts, you can view the same analytics about your Instagram Reels. See which Reels have performed best in terms of views, reach, likes, saves, shares, comments, interactions, and engagement. 

Want to boost your Reels directly from Metricool? Click on the +Boost option add the budget and boom! Your reel is promoted. 

Stories published in the period 

View your Stories’ performance by viewing impressions and average reach per story. 

List of Stories 

Analyze your top-performing Stories, similarly to how Metricool shows you post and Reels analytics. 

Competitors 

Lastly in Metricool for Instagram, analyze your competition by adding their handle to the tool. Conduct a competition analysis directly from our platform and draw insights about how to compete with others in your industry.

Threads

Instagram Threads is Meta’s newest social media platform and is now available on Metricool. Here you’ll find your Threads account growth, audience demographics, and Threads posts metrics. 

Community

• Growth: Your Threads number of followers, and your number of posts over time. Hover over the graph to see the daily number of Threads posted, and your number of followers. Underneath you’ll find your follower count, daily followers, followers per post, average number of daily posts, and average number of weekly posts. 
• Balance of Followers: Compare your daily followers gained and lost. 

Demographics: 

• Followers by country: A graph showing the percentage of your Threads followers by country. 
• Followers by city: The percentage of your Threads followers by city. 

Posts published in a period

• Summary: A summary of your Threads engagement rate, number of interactions, total impressions, and number of posts. 
• Interactions: Your accounts total number of likes, replies, reposts, quotes, and published posts. 
• Types: The percentage of your Threads posts that are text, reposts, video, and images. 
• List of posts: Each of your threads posts with it’s type (video, image, text, or quote), date published, number of impressions, likes, replies, reposts, and quotes.

X (Twitter)

With Metricool you can analyze your X (Twitter) account. In this section, you can analyze your community growth, posts published in the period, interactions, list of top-performing posts and competitor statistics. 

In order to access all of X analytics with Metricool, you will need to upgrade to a Premium account. Due to X API limitations, FREE accounts no longer have access to X analytics. However, you can still schedule X content and manage your inbox with a free Metricool account. 

Community 

View your follower balance including those acquired and lost in the period. 

Posts published in the period 

This section breaks down all your content’s analytics including the following: 

• Engagement 
• Impressions 
• Interactions 
• Likes
• Reposts
• Quote reposts 
• Replies
• Profile clicks
• Link clicks
• List of top-performing posts 

Competitors 

Add your competitor’s handles to dive into their profile’s overall analytics as well as information about how their individual posts have performed.

LinkedIn

Analyzing your LinkedIn content is crucial to see how your professional profile is evolving. With Metricool, you can view your community’s growth, analyze your content’s performance, and see your top-performing posts. 

Community 

In the community section, view the following metrics: 

• Follower balance: Acquired and lost followers in the period. 
• Impressions: How many total impressions did your account receive in the period?
  • Underneath the growth chart, you can also view your average daily followers, average followers per post, average daily impressions, average impressions per post, and average daily posts. 

Posts published in the period 

View how your content on LinkedIn has performed in the period, with metrics summarizing your performance as well as breaking down your post interactions:

• Engagement rate
• Interactions
• Impressions
• Reactions
• Comments
• Clicks
• Shares

List of posts 

View which content performed the best in the period by the number of reactions, comments, clicks, shares, impressions, engagement, and video views if applicable. 

Pinterest

On Pinterest, the most important statistic to understand how well your content is performing is Pins. Metricool lets you extract all the info you need to know from your content: impressions, engagement, interactions, and organic data.

Pins 

In this section, you can see the following metrics about your pins: 

• Impressions 
• Engagement 
• Interactions 
• Pin Clicks 
• Outbound clicks 
• Saves 

List of pins 

Again, see which Pins have performed the best in the period. View their individual performance based on impressions, saves, pin clicks, outbound clicks, and video views if applicable. 

TikTok

TikTok counts your video performance based on the number of views you get, and that’s exactly what you can see in your Metricool dashboard. Engagement and interactions are also a huge element of success, which you can find in Metricool. Plus, you can even see which sources your impressions are coming from… 

Community 

This gives an overview of your account growth, including your total follower count and the new followers you have acquired in the period. 

Demographics 

View your follower’s gender distribution as well as which countries they reside in. This information is important when creating content or ads that are targeted towards your ideal audience. 

Account 

Find all of the necessary information about your account growth, with the following metrics: 

• Profile views 
• Post views 
• Likes
• Comments 
• Shares

Posts published in the period 

See how your content is performing in terms of these analytics: 

• Engagement 
• Interactions 
• Average reach per post
• Post views 
• Likes 
• Comments 
• Shares

Now for the real kicker, with Metricool you can view exactly where your video impressions are coming from. Our tool breaks down impression sources based on whether the view came from the For you page, Follow page, a sound, directly from your profile, or via a search. 

Want more information about your video views? Metricool also provides a chart breaking down your video views with average time watched and average video duration, two metrics that are essential to measuring audience retention. 

List of posts 

Finally, you can see your top-performing TikTok in the list of posts. This will list your top videos in terms of views, likes, comments, shares, reach, duration, and engagement. 

Google Business Profile

Did you know you can analyze your Google Business Profile with Metricool? With Metricool you can view your Google Business Profile reach, clicks, reviews, and posts. 

Location 

• Reach: View the reach of your business on Google Maps and Search. You can also see your reach distribution by source, and view which keywords generate the most impressions to your business. 

• Clicks: See how many users have clicked on your website, phone number, and directions. 

Reviews 

Here you can see your overall star rating and list of reviews in the period. The reviews will show the user and their attached message in the review. 

Photos, videos, and posts 

Next, if you have published any photos, videos, or posts to your GBP, you can review these here as well as their performance. 

YouTube

When we present community growth in the YouTube section, this represents your channel subscriber balance. 

Community 

In the first section of Metricool’s YouTube analytics, you will find the community section which measures: 

• Subscriber balance: Gained and lost followers in the period, as well as your overall subscriber number. 
• Video views: Total video views in the period. 
• Revenue: How much money you’ve brought in from your YouTube videos. 

Demographics 

Here you will find demographic information about your audience, including: 

• Gender distribution
• Age distribution 
• Viewers by country 
• Traffic sources: YouTube search, direct or unknown, playlists, suggested videos, and external 

Revenue in the period 

Further analyze your monetized videos with individual metrics for the videos’ total revenue, partner revenue, ad revenue, impressions, and monetized playbacks. 

Published videos 

Dive deeper into your video statistics, with the following information: 

• Total video views 
• Likes
• Dislikes
• Comments
• Shares
• List of top-performing videos 

Of course, as with the other analytics section, the list of videos will show which content has worked the best so you can note these strategies for future videos.

Competitors 

Conduct a YouTube competitor analysis with Metricool. Add the handles of your top competitors and view their overall channel performance and click on “More stats” to see their top-performing videos in the period. 

Twitch

The world’s leading streaming platform is similar to YouTube in terms of the metrics you can analyze. For example, you can measure your Follower Community as well as the level of each of your Subscribers.

Subscriptions 

View your subscribers with a breakdown of your Tier 1, 2, and 3 subscribers. View how many total gifts you’ve received and how many videos you have steamed in the period. 

You can also see your subscriber’s distribution and a list of subscribers. 

Streams 

How have your streams performed? Here you will find both a summary of your streams and a list of your top-performing videos. Measure the total number of views, stream duration, and the list of videos/streams you’ve uploaded and clips you’ve created.

Competitors 

Competitors are also an important part of any social strategy, and Metricool lets you add them to your list. View your top competitors on Twitch to analyze their following, videos, clips, and stream views. 

Facebook Ads

When it comes to paid advertising, you can’t measure how successful your campaigns are unless you analyze the performance metrics. With Metricool, you can both run campaigns and analyze their performance for Facebook ads. This is taking a social media analytics tool to the next level, with centralized metrics about your organic and paid content in one.

Account 

The first section in Facebook Ads analytics is an overview of your campaigns in terms of reach, results, and performance. These metrics include: 

• Impressions: How many total views your ad campaign received? 
• Reach: How many users has your ad campaign reached?
• Clicks: Total number of clicks on your Facebook advertisement. 
• CPM: Cost per thousand impressions. 
• CPC: Cost per click. 
• CTR: Click-through rate, the rate at which people clicked at least one through your ad. 
• Money spent: Total budget for your campaigns. 

Campaigns

Instead of a list of top-performing posts, you will see a list of your top-performing campaigns in the period. Metricool breaks down each campaign’s impressions, reach, clicks, conversions, CPM, CPC, CTR, and money spent. 

Want to learn how to run Facebook ad campaigns with Metricool? 

Google Ads

Google Ads analytics with Metricool functions similar to Facebook ads, however, you can also view the keywords that generate the most impressions, clicks, and conversions for your website. 

Account 

Here you will again find a summary of your paid advertising performance in terms of impressions, clicks, conversions, CPM, CPC, CTR, Conversion value, and ROAS (Return on ad spend). 

Campaigns 

View a list of your top-performing campaigns, breaking down the individual metrics that are listed above. If you click on “More stats” you can see the evolution of these metrics over time. 

Keywords

Which keywords perform best for your brand for Google ads? Here you will find a list of your top keywords with metrics about their total impressions, clicks, conversions, CPM, CPC, CTR, and spent. 

You can also create Google Ads campaigns directly from Metricool in 8 steps. Learn more about it here:

TikTok Ads

Lastly in Metricool’s analytics section are TikTok Ads. While you cannot create ad campaigns for TikTok directly in Metricool, you can still pull in the data for your campaigns. What can you analyze? It’s very similar to the metrics available for Facebook and Google ads, but let’s see! 

Account 

Analyze your TikTok campaigns’ overall impressions, clicks, conversions, CPM, CPC, CTR, and total money spent. 

Campaigns 

View a list of your top-performing campaigns with individual metrics of those listed above. Once again, you can click on “More stats” to see the evolution of your ad campaign. 

Now you know everything Metricool offers as a social media analytics tool. The upper hand compared to the individual networks? It lets you manage everything from one platform — analytics and metrics, content planning, and scheduling. We give you the tool and you provide the metrics. 

If you’d like to know all about Metricool and what it can do for you, this Mega Tutorial is just the thing you’ve been looking for.

Carlos Bravo , 22 April 2024