How do I use the Profile Performance Report?

New to Sprout Social? Learn more about how our Profile Performance Report fits into our social media analytics suite here.

The Profile Performance Report, formerly known as the Group Report, provides a high-level aggregation of analytics so you can get a pulse on the performance of your social profiles. With this report, you can view Facebook, X, Instagram, Pinterest, LinkedIn, YouTube and TikTok metrics to better understand the impacts of your social efforts.

This report includes metrics that better align with your goals and a CSV data export to include profile-level data. You can include up to 50 columns in the CSV data export to see the most granular data by day, network or profile. 

Note: The metrics that appear in this report include engagements, impressions and any activity that occurred on any of your posts during the time period you select, regardless of when the post was published. For instance, if a post is a year old and received 15 likes in the time period you selected, those likes are included in this report.

Additional tooltips are available in the Profile Performance Report. These tooltips for cross-network metrics include the definition, network availability and a Learn More link to reference the Report Glossary for additional information. You can also compare custom date ranges in the report to hone in on unique reporting periods. 

Customizing the report

Use the filter groups in the Filter Menu to select the profiles you want to view data for throughout the report.

Overview tab

This section provides your key profile performance metrics for the reporting period including impressions, engagements and post link clicks.

Impressions: The number of times your content was served to users on X, Facebook, LinkedIn, TikTok and Instagram. This metric is currently not available for Pinterest or YouTube.

Engagements: The total number of engagements across X, Facebook, Instagram, LinkedIn and TikTok. See Engagements section below for more details.

Post Link Clicks: The number of clicks on links within your content on X, Facebook and LinkedIn. This metric is currently not available for Instagram, YouTube, TikTok or Pinterest.

Cross-Network Audience Growth

This section shows how your audience grew during the reporting period. The columns now show percent change of followers added in the reporting period.

Note: Audience Gained and Audience Lost metrics are unavailable for TikTok.

Total Audience: The size of your audience on the last day of the reporting period across X, Facebook, Instagram, LinkedIn, Pinterest, YouTube and TikTok.

Total Net Audience Growth: The number of audience members you acquired during the reporting period across X, Facebook, Instagram, LinkedIn, Pinterest, YouTube and TikTok. 

Twitter Net Follower Growth: The number of X followers you acquired during the reporting period.

Facebook Net Fan Follower Growth: The number of new users who liked your page minus the ones who unliked your page.

Instagram Net Follower Growth: The net number of Instagram followers you acquired during the reporting period.

LinkedIn Net Follower Growth: The net number of LinkedIn followers that your page acquired during the reporting period.

Pinterest Net Follower Growth: The net change in your Pinterest followers during the reporting period.

TikTok Net Follower Growth: The net number of TikTok followers you acquired during the reporting period.

YouTube Subscribers Gained: The number of times users subscribed to your YouTube channel during the reporting period.

Cross-Network Message Volume

Diving deeper into sent and received message metrics can help you uncover granular details about the different message types across your profiles.

The Sent Message Metrics include:

• Facebook Sent Messages
  • Ad Posts
  • Comments
  • Ad Comments
  • Private Messages
• Instagram Sent Messages
  • Comments
  • Ad Comments
• LinkedIn Sent Messages
  • Comments 
• YouTube Sent Messages
  • Videos
• TikTok Sent Messages
  • Posts
  • Comments

Total Sent Messages: The number of messages you sent across X, Facebook, Instagram, LinkedIn, Pinterest, YouTube and TikTok.

Twitter Sent Messages: The number of posts, @replies and direct messages you sent.

Facebook Sent Messages: The number of posts, ad posts, comments and private messages you sent.

Instagram Sent Messages: The number of posts, stories and comments you sent.

LinkedIn Sent Messages: The number of posts and comments you sent.

Pinterest Sent Messages: The number of pins, including saves, you sent.

YouTube Sent Messages: The number of videos you sent.

TikTok Sent Messages: The number of published posts and comments you sent.

The Received Messages Metrics include:

• X Received Messages
  • Reposts
  • Reposts with Comments
  • New Comments
  • New Followers
• Facebook Received Messages
  • Comments now sourced from the Smart Inbox
  • Ad Comments
• Instagram Received Messages
  • Comments now sourced from the Smart Inbox
  • Ad Comments
  • Mentions
  • Media Tags
• LinkedIn Received Comments
  • Comments sourced from the Smart Inbox
• TikTok Received Messages
  • Comments

Total Received Messages: The number of messages your profile received during the date range across X, Facebook, Instagram and LinkedIn. This stat isn't available for Pinterest.

Twitter Received Messages: The number of mentions, reposts, reposts with comments, direct messages and new follower alerts that your profiles received.

Facebook Received Messages: The number of wall posts, comments and private messages your pages received.

Instagram Received Messages: The number of comments, messages and media tags your profiles received.

LinkedIn Received Comments: The number of comments and mentions your pages received.

TikTok Received Messages: The number of comments on posts you received.

Cross-Network Impressions

This section shows how your content was seen across networks during the reporting period. This metric is not available for Pinterest or Youtube.

Total Impressions: The number of times your content was displayed across X, Facebook, Instagram, TikTok and LinkedIn. 

Twitter Impressions: The number of times all of your posts were displayed to a user during the reporting period. This includes impressions when your posts are reposted without comment by other users.

Facebook Impressions: The number of times any content associated with your Page was seen in News Feed, ticker, or on visits to your Facebook Pages. These account for both people who have liked your Pages and those who haven't.

Instagram Impressions: The number of times all of your posts, stories, videos and Reels were displayed to a user during the reporting period. Note that for the reporting period prior to June 28, 2019, impressions includes only organic views. For reporting period dates on or after June 28, 2019, impressions includes organic and paid views. Instagram impressions are only available for Instagram Business Profiles.

Read more about connecting an Instagram Business Profile.

LinkedIn Impressions: The number of times all of your posts, including videos, were displayed to a user during the reporting period.

TikTok Impressions: The number of times your videos were displayed to users.

Note: Since there is no Impression metric in the TikTok API, this metric is derived from Video Views as the closest approximation.

Cross-Network Engagements

This section shows how people are engaging with your posts during the reporting period.

Total Engagements: The total number of engagements across X, Facebook, Instagram, YouTube, LinkedIn and TikTok during the report period.

Twitter Engagements: The aggregate number of times a user interacted with your Posts. The interactions include clicks anywhere on the Post, Repost, replies, follows, Likes, links, cards, hashtags, embedded media, username or profile photo during the report period.

Facebook Engagements: The aggregate number of reactions, comments, clicks and shares on your Facebook posts during the report period.

Instagram Engagements: The aggregate number of likes, comments, post saves, story replies and saves you received on posts, videos and IGTV videos during the report period.

LinkedIn Engagements: The aggregate number of reactions, comments, shares and clicks you received during the reporting period.

YouTube Engagements: The total number of times users liked, disliked, commented on, shared, clicked on annotations, clicked on cards within your video and subscribed to your channel from the video during the reporting period.

TikTok Engagements: The number of times users liked, commented on or shared your videos during the reporting period.

Engagement Rate

This section helps you measure how engaged people are with your brand. Engagement Rate (per Impression) is the number of times during the reporting period that users engaged with your posts as a percentage of impressions.

Cross-Network Video Views

This section shows how your videos were viewed across X, Facebook, Instagram, YouTube and TikTok during the reporting period.

Video Views: The number of times users viewed your video posts during the reporting period.

Twitter Video Views: The number of times during the reporting period that your video post was 50% visible for at least 2 seconds. This includes autoplay and click to play views. This includes organic activity only.

Facebook Video Views: The number of times during the reporting period that users viewed your page’s videos for at least 3 seconds. This includes both organic and paid activity.

Instagram Post Video Views: The number of times during the reporting period that users viewed your page’s videos and reels for at least 3 seconds. This includes both organic and paid activity.

Note: For Reels, Video Views are mapped to Plays on native as Instagram does not provide Video Views on Reels. A Reel played on loop counts as 1 view.

YouTube Video Views: The number of times that your video was viewed in the selected reporting period. This includes organic activity only.

TikTok Video Views: The number of times during the reporting period that users viewed your profile's videos. This includes both organic and paid activity.

Profiles tab

This section compares key metrics across your all your profiles and pages against each other during a reporting period.

Audience: The size of your audience on the last day of the reporting period.

Net Audience Growth: The net number of audience members you acquired. 

Published Posts: The number of posts you published during the date range.

Impressions: The number of times your posts were displayed to users.

Engagements: The number of times users engaged with your posts. 

Engagement Rate (per impression): The number of times users engaged with your posts as a percentage of impressions.

Video Views: The number of times users viewed your video posts during the reporting period.

Date Range Comparisons

You can compare custom date ranges in the Profile Performance Report. With Premium Analytics you can compare non-contiguous date ranges or date ranges of different lengths. For example, if you wanted to see how a recent campaign compared to a campaign that occurred at a different time the year prior, you could compare these two date ranges in this report.