How do I use the Tag Performance Report?

New to Sprout Social? Learn all about Sprout's social media reporting here.

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 and content. It also gathers insight into 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.

To access this report, click Reports in the left navigation panel, expand Cross-Network and select Tag Performance. 

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.

Overview tab

The Overview tab provides volume breakdowns of your published content, inbound and outbound messages, as well as your published post performance based on your applied tags.

The Published Post by Tag widget provides a breakdown for applied tags on posts published during the selected time period.

The Sent Messages by Tag widget provides a breakdown of the volume of tags applied on messages sent during the selected date range.

• X: The number of tagged @replies and direct messages you sent.
• Facebook: The number of tagged comments and private messages you sent.
• Instagram: The number of tagged comments you sent.
• LinkedIn: The number of tagged comments you sent.
• Google My Business: The number of tagged responses to reviews you sent.
• YouTube: The number of tagged comments you sent.
• Yelp: The number of tagged responses to reviews you sent.
• TikTok: The number of tagged comments you sent.
• TripAdvisor: The number of tagged responses to reviews you sent.
• WhatsApp: The number of tagged private messages you sent.
• Glassdoor: The number of tagged responses to reviews you sent.
• Reddit: The number of tagged comments you sent.

The Received Messages by Tag widget provides a breakdown of the volume of tags applied on messages sent during the selected date range.

• X: The number of tagged mentions, reposts, quotes, direct messages, new follower alerts, and brand keyword matches you received.
• Facebook: The number of tagged posts, comments, reviews and private messages you received.
• Instagram: The number of tagged comments, mentions, and media tags that you received.
• LinkedIn: The number of tagged comments you received.
• Google My Business: The number of tagged reviews you received.
• YouTube: The number of tagged comments you received.
• Yelp: The number of tagged reviews you received.
• TikTok: The number of tagged comments you received.
• TripAdvisor: The number of tagged reviews you received.
• WhatsApp: The number of tagged private messages you received.
• Glassdoor: The number of tagged reviews you received.
• Reddit: The number of tagged comments you received.
• Google Play Store: The number of tagged reviews you received.
• Apple App Store: The number of tagged reviews you received.

The Tagged Posts Summary widget provides an overview of your performance metrics for posts published during the selected date range based on the applied tags. 

The following metrics are available in the Tagged Post Summary by default: Engagements, Impressions, Engagement Rate (per Impression), and Post Link Clicks. Premium Analytics Users will be able to configure and access additional post-level metrics, as needed

The Post Performance widget is highly customizable and allows you to display a sampling of your tagged posts and their performance. You can use the configuration settings to adjust the number of posts displayed (choose from 1,2,3,5, or 10 posts)

You can also adjust the metrics included on the card and adjust the arrangement of posts based on publishing date or selected metrics. Premium Analytics users can add up to 12 metrics per card.

Trends tab

The Trends tab allows you to chart and compare the volume of published content and inbound messages based on tags during the time period selected. You can track volume percentage shifts, as well as engagements, impressions and video views performance for your published posts based on tags. 

The Published Posts by Tag chart allows you to compare the volume of posts that were published during the selected time period based on the applied tags

The Sent Messages by Tag chart allows you to compare the volume of outbound messages  sent by your team during the selected time period based on the applied tags

The Received Messages by Tag chart allows you to compare the different types of messages you received based on the applied tags.

The Impressions by Tag chart allows you to compare impressions across your published posts based on the applied tags.

The Engagements by Tag chart allows you to compare engagements across your published posts based on the applied tags.

The Video Views by Tag chart allows you to compare how many video views your published video posts received based on the applied tags.

Premium Analytics Drill-down Feature

Premium Analytics users have the option to click the charts for Published Posts in the Trends Tab and view a drill-down of the posts contributing to the metrics in a right-side panel.

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 the listed tag name to view a breakdown of the specific posts or messages contributing to the metrics.

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. 

Tag Performance Report FAQs

Q: What is defined as a Sent Message in the Tag Performance Report? 

A: The definition of a Sent Message will vary based on the network. Supported networks and their definition of a Sent Message can be found below: 

• X: The number of tagged @replies and direct messages you sent.
• Facebook: The number of tagged comments and private messages you sent.
• Instagram: The number of tagged comments you sent.
• LinkedIn: The number of tagged comments you sent.
• Google My Business: The number of tagged responses to reviews you sent.
• YouTube: The number of tagged comments you sent.
• Yelp: The number of tagged responses to reviews you sent.
• TikTok: The number of tagged comments you sent.
• TripAdvisor: The number of tagged responses to reviews you sent.
• WhatsApp: The number of tagged private messages you sent.
• Glassdoor: The number of tagged responses to reviews you sent.
• Reddit: The number of tagged comments you sent.

Q: What is defined as a Received Message in the Tag Performance Report? 

A: The definition of a Received Message will vary based on the network. Supported networks and their definition of a Received Message can be found below: 

• X: The number of tagged mentions, reposts, quotes, direct messages, new follower alerts, and brand keyword matches you received.
• Facebook: The number of tagged posts, comments, reviews and private messages you received.
• Instagram: The number of tagged comments, mentions, and media tags that you received.
• LinkedIn: The number of tagged comments you received.
• Google My Business: The number of tagged reviews you received.
• YouTube: The number of tagged comments you received.
• Yelp: The number of tagged reviews you received.
• TikTok: The number of tagged comments you received.
• TripAdvisor: The number of tagged reviews you received.
• WhatsApp: The number of tagged private messages you received.
• Glassdoor: The number of tagged reviews you received.
• Reddit: The number of tagged comments you received.
• Google Play Store: The number of tagged reviews you received.
• Apple App Store: The number of tagged reviews you received.

Q: Why am I not seeing any data listed for a tag in the Tag Performance Report? 

A: This report is powered by the tags being applied to your content within Sprout. If you are seeing that a particular tag is not displaying data during the selected date range, this could indicate that tags still need to be applied by your team. 

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