Advanced Listening Insights

Advanced Listening represents one of Sprout’s Premium Add-ons and brings additional insights  to Sprout Listening dashboards including:

  • More Networks: Data from Twitter, Instagram, Facebook, Youtube, Reddit, Tumblr, and web (Blogs, Forums and News Sites) can be added as sources to give a complete picture of the social conversation around your Topic.
  • Advanced Filtering: The data is interactive and can be easily filtered, helping to quickly answer difficult business questions about your brand, products, industry and competitors.
  • Performance Tables: A tabular layout organizes related data to help surface targeted insights by viewing information in context.

This article explores each of the tabs that can appear in an Advanced Listening Insights Dashboard.

Performance tab


Topic Summary

Total Volume: The number of messages in the reporting period.
Total Engagements: Number of times messages were interacted with publicly. The sum total of likes, shares and replies on all the messages captured within the Topic.
Engagements Per Message: Total engagements divided by total number of messages. This metric indicates how engaged users are with this Topic. Use this metric to compare engagement rates across time periods or across Topics.
Potential Impressions: Number of times messages could have been seen. The sum total of follower counts of all users whose messages are captured within the Topic.
Unique Authors: Number of authors that contributed to this conversation.
Positive Sentiment: The percentage of positive posts in the conversation.


This chart displays volume metrics over time and includes a dropdown for customizing your dataset using various breakdowns and comparisons. The default view is set to Total and can be changed to show message volume by Network, Content Type, Message Type, Gender, Age Range or Sentiment.


All of the tables in this section, except for the Total view, include a bar chart that breaks down data by the selected customization type. For example, if Volume by Network is selected, the bar chart will display a number of bars equal to the networks that are included in the dataset.

All bar charts include numeric Totals along with period over period Trend percentages.

Total Topic Volume: Total number of messages matching the Topic.

Avg. Messages Per Day: The total number of messages divided by the number of days in the selected reporting period.

Potential Impressions

This section analyzes how many potential impressions your Topic received. Sprout creates an impressions estimate by utilizing the follower count of the message’s author. This section supports breakdown metrics and is only available for Twitter and YouTube (because we utilize follower counts to produce this metric).


Total Potential Impressions: The sum of all post author’s follower counts. This number provides a very high estimate of the maximum theoretical number of impressions.

Average Potential Impressions per Day: Total number of potential impressions divided by number of days in the period being analyzed.


This chart displays engagement metrics over time and can be customized using a dropdown menu. The default setting is all Engagements crossed by Engagement Type. Engagements can be broken down to Comments, Shares, Likes or any combination of the three. Other selections include Comparison by Engagement Type, Network, Content Type, Message Type, Gender, Age Range and Sentiment.


All table views in this section include a bar chart that breaks down the data by the selected customization type, followed by numeric Totals and period over period Trend percentages.

Total Engagements: Number of times messages were interacted with publicly. The sum total of likes, shares, and comments on all the messages captured within the Topic.

Avg. Engagements Per Day: The number of total engagements divided by the number of days in the period.

Comments: Number of comments posted in response to the messages for the Topic.

Shares: Number of shares of the messages for the Topic. Twitter defines shares as Retweets.

Likes: Number of likes for the messages within the Topic.

Sentiment Drivers

This section helps you identify the percentage of Positive, Neutral or Negative messages associated with your Topic query. Click on any of these elements to view associated messages.


All: View positive, negative and unrated keywords and hashtags, as found by the Emotional Response section.

Positive: View positive keywords and hashtags, as found by the Emotional Response section. Use this to determine which keywords drive positive sentiment for the Topic.

Negative: View negative keywords and hashtags, as found by the Emotional Response section. Use this to determine which keywords drive negative sentiment for the Topic.

Sentiment Trends: Use these sections to analyze sentiment of the Topic. Determine positive sentiment (e.g. joy, happiness, surprise), negative sentiment (e.g. anger, outrage) and how sentiment behaves over time.

Network Overview

This table gives you a breakdown of key performance metrics for each network. The header for each column can be clicked to sort the table by the data inthat column.


Conversation tab


Word Cloud

The Word Cloud is a visual representation of the top keywords, hashtags, mentions and emoticons found in a Topic by number of messages containing the term. Clicking a term opens a drill-down to highlight the messages associated with that term.

You can modify the Word Cloud to only display the term types you care about. For example, you can remove keywords and mentions so the Word Cloud contains only emoticons and hashtags.


This section displays related keywords and hashtags that are frequently mentioned with your Topic. Click on any keyword or hashtag to view the associated messages.

You can sort topics and hashtags by clicking All, Positive or Negative at the top of this section.

The Flame_Emoji.png denotes new keywords in the given period when compared to the previous period.

Demographics tab


Age and Gender Breakdown: The analysis performed here is based only on those who participated in the conversation with a new message or reply. It does not take into account those who engaged with the conversation through a like or a share.

Device Demographics: This section helps you quickly identify what devices people are using to publish messages relevant to your Topic, first by Mobile vs. Web, and then by Android vs. iOS. Device demographics only include Tweets from Twitter.


Profile Overview: This table provides details on individual accounts that are having conversations around your Topic. The data here is typically used to identify key influencers, brands, celebrities or thought leaders participating in the conversation. Gender, Age, FollowersVolume, Engagements, Likes, Comments, Shares and Potential Impressions can be clicked to sort the table by the metrics that matter to you most.


Locations: This interactive map provides a high-level overview of where associated messages are being published. Reference the heat map to identify high-traffic regions, and use the slider to zoom in and out. Clicking on a country will display the messages published there.


Locations Overview: This table shows the top countries, provinces/states or cities talking about the selected Topic. Click on a given country, state/province or city to see specific messages happening in that area.

Themes tab


Themes enable you to investigate your data through custom segments. Common examples of how our customers use themes are included below.

Discover how people talk about your product or industry: While talking about this product or industry, do people commonly mention price, packaging, buying experience, product quality, etc? Were they talking about these subjects positively or negatively?

Monitor influencers: Did a specific set of influencers mention your brand? Capture how often specific people mention your brand and compare how well their mentions performed.

Monitor competitors in an industry: Easily compare share of voice between your brand and competitors.

Themes are set up by our Professional Services team. Contact your customer success manager today to get started.

Messages tab


The Messages tab contains all of the posts that make up your Topic’s dataset. Clicking on any profile name will display all relevant posts from that profile. Clicking on any date will link to the post natively. The Date, Followers and Engagements headers can be clicked to sort the table by data in that column.

Filtering Options

Listening Period


Customize the date range for your Topics by either selecting one of the preset options or by entering custom dates in the corresponding boxes for your desired date range. The comparison period is displayed at the bottom of this section.



Use the checkboxes to the left of each network name to identify which are included in the Topic Insights view.

Message Search Filters


Narrow your analysis by including or excluding message text, author name, author ID, handle, or message ID. Begin by first selecting Include or Exclude from the dropdown, then type your keyword in the box on the right. As you type, a dropdown will appear with supported methods for filtering. Click on a filter type to add it to your analysis. You can add multiple search filters. To clear filters either click the Clear_All_Filters.png on the right edge of each keyword or click Clear all to remove all filters simultaneously.


Like most reports in Sprout, you can export your Topic’s insights view by clicking the Export button at the top of the right panel. You can export the view as a PDF or CSV. Additionally, you can Edit, Archive or Delete your Topic by clicking Smart_Inbox_Overflow_Menu.png beside the Export button.

You can also us Advanced Filters in the Right Bar. Read the Advanced Filtering Help Center article to learn more about this feature.


How much historical data do I receive for a new Topic?
Thirty days of data is pulled automatically for all networks except Instagram. This should give you enough data to decide if your Topic is set up properly.

How far can data be backfilled?
Twitter: All Time
Instagram: None
YouTube, Tumblr: Sampling all time, but less data as time goes on
Reddit: 12 Months or 1200 Posts
Web: 25 Months

How often is data collected?
Twitter: New tweets brought in within 1 to 2 minutes of creation.
Facebook: Checked once every 4 hours.
Instagram, YouTube, Tumblr, Reddit: Checked once every 4 hours.
Web: Checked once every 24 hours.

Why isn’t there engagement data for pulled tweets?
Engagement data is updated for tweets anytime there is a retweet. If we don't receive a retweet, or replies and likes happen after the last retweet, we won't have the most recent number.

Why are some messages or comments not picked up by my Topic even though they contain the keyword?
It depends on the network. Twitter is the only network where we are confident we will receive every message. Other sources are sample based, which is a limitation of the networks.

Why aren’t some Instagram messages being pulled when the Topic keyword is in the caption?
We find Instagram messages by hashtag. Even if the keyword appears in the post, it may not contain the hashtag meaning Instagram won’t send us the data.

What is a Theme, how are they used and can I create them?
Customers cannot directly create themes today. Themes are set up by connecting with your account manager and our Professional Services team.

Why don't I have location data for all networks?
Not every network supports location data. Only Twitter and Instagram provide location data to apps like Sprout.

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