How do I use the Tag Performance Report?
New to Sprout Social? Learn all about Sprout's social media reporting here.
This report is available on Professional and Advanced plans.
With the Tag Performance Report you can develop better-informed social marketing strategies with more granular analysis into your tag performance. Tagging is a great way to track the performance of your outgoing posts for campaigns, content and gather insight on how your audience receives your content.
This report provides in-depth analysis on the overall performance of your tagged posts and messages, as well as the individual posts that drove that performance. Plus, this report also provides easy-to-follow visualizations to help your stakeholders quickly recognize where to invest in social strategy.
This article contains the following sections:
Filter menu
Use the Filter Menu to view the most important data in your Tag Performance Report. You can also specify a particular date range to take an even deeper dive into your performance data.
Use the Sources dropdown to select the social or reviews profiles you want to view tag performance data for.
Use the Tags dropdown to select specific Campaigns or Tags you want to view performance data for.
Use the Message Types dropdown to select Posts, Sent Messages or Received Messages.
Overview tab
The Overview tab provides volume breakdowns of your inbound and outbound content and your top tagged posts including SproutLink in Bio clicks.
The Volume Breakdown - Outbound chart provides a breakdown for applied tags on published posts and sent messages during the publishing period you select. This chart includes the total volume of tags applied to published posts and the total volume of tags applied to sent messages (PMs, DMs and comments).
This chart updates based on your Filter Menu selections. If you select both Posts and Sent Messages from the Message Type dropdown, both widgets in this chart appear. If you select Posts, only tagged published post volume appears and if you select Sent Messages, only the tagged sent message volume appears.
The Volume Breakdown - Inbound chart provides a breakdown of the volume for applied tags on received messages during the publishing period you select.
This chart updates based on your Filter Menu selections. If you select Received Messages, the chart is visible. If you don’t select Received Messages, the chart is hidden.
The Published Post Performance Summary chart lets you view your key aggregated tag performance metrics from the publishing period at a glance, and see changes compared to the last reporting period. This chart includes post impressions, post engagements, post engagement rate per impression and post link clicks of the lifetime of the post.
The Top Posts chart provides a snapshot of your top tagged published posts by lifetime engagements. From this chart, you can dive deeper and access the Post Performance Report.
Trends tab
The Trends tab provides volume summaries, percent changes over time, impressions, engagements and video views.
The Published Post & Sent Message Volume chart shows the volume of your tagged published posts and sent messages over time. This chart shows the tagged post volume, broken down by tag; the lifetime sent message volume broken down by day and tag; and total outbound volume by tag.The Received Message Volume chart shows the volume of tags applied to received messages based on their published date. This chart shows tagged received message volume broken down by tag and the received message volume by tag, totals and percent change.
The Published Post Impressions chart shows the impressions of your tagged posts based on their published date. This chart shows impressions broken down by tag and published post impressions by tag, totals and percent change.
The Published Post Engagements chart shows the engagements on your tagged posts based on their published date. This chart shows engagements, broken down by tag and published post engagements by tag, totals and percent change.
The Published Post Video Views chart shows the video views of your tagged posts based on their published date. This chart shows video views broken down by tag and lifetime published post video views by tag, totals and percent change.
Tags tab
The Tags tab provides all aggregate tag metrics for both your Campaigns and Tags based on the publishing period you select. You can view these metrics by Aggregate or by Network to see the total amount of tagged published posts, engagement and impression rates.
You can also click View Tag Details next to a tag to see specific tagged posts or messages.
If you’re a Premium Analytics customer, the Aggregate and Network counts include all post metrics available in the Post Performance Report, sent messages and received messages.
Premium Analytics features
You can select metrics, sort Top Posts and create a custom CSV export of the Tag Performance Report. You can pick and choose metrics for the following widgets:
- Published Post Performance Summary
- Tags tab
To create a custom CSV export of the report, click Share > Download CSV and then select the metrics you want to appear in the export.
Tag Performance Report FAQs
What do the tag volume donut charts represent?
These represent the number of times each tag was applied. In some cases, you may not see the data match between the total messages or posts tagged. For example, if you tagged a single post with the Tag “coffee” and the Tag “campaign,” the volume widget would show a volume of 1 for both “coffee” and “campaign,” representing a total volume of 2. If you select Match All Selected, the volume widgets disappear as only the posts or messages that return must have all selected tags applied to them.
