Unified Post Performance Report

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

The Post Performance Report in Sprout Social helps you analyze your published content down to the individual post and to understand its performance with your audience. The Post Performance Report provides a unified view of your post performance across all social networks, including Twitter, Facebook, Instagram, LinkedIn and Pinterest.

This article contains the following sections:

Customizing the report

You can use the filters in the Right Bar to customize the data you see in the Post Performance Report. Choose from the following filters:

  • Post - choose post types including Tweets, Facebook Page posts, Instagram Business Profile posts, LinkedIn Page posts and Pins.
  • Post Types - choose network-specific post types like Quote Tweets or Ad Posts, or choose to include all post types in the report. 
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  • Published Status - choose what published status you want to see from Published, which includes all published posts across all networks, Unpublished posts for Facebook or Boosted posts for Facebook.
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  • Hide deleted posts - use this toggle to hide posts deleted natively from Twitter or posts deleted from Sprout for LinkedIn, Facebook and Pinterest. Due to network limitations, regardless of your toggle selection, Instagram Business Profile posts and Instagram Stories will always appear. 
  • Authors - select the post author to better understand the performance of your teams’ publishing efforts.
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You can also customize the report date range by clicking the Published Date Range box in the top right of the report. Then select a preset or set a custom date range using the dropdown.

Facebook Unpublished and Boosted filters

The Publish Status filters Unpublished and Boosted focus on Facebook posts. These filters provide a more accurate overview of the performance of your posts. 

The Unpublished filter enables you to differentiate between published and unpublished Facebook posts. Unpublished posts are more commonly referred to as “dark posts.” If you aren’t familiar with dark posts, read this overview for more details.

The Boosted filter only applies to the Post post type. For a post to be considered boosted on Facebook, it must have at least one paid impression. Facebook Ad Posts don’t appear when you select this filter.

Viewing the Report

You have two options when it comes to viewing the data in your Post Performance Report. You can either view this report as a list of content for a specified date range, or as a post-focused view to see your posts as they appear on your networks.

To switch between the views, click the view toggle to select the list or post-focused.

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For the list view, you can sort the available data by clicking the ascending and descending arrows next to the column name.

For the post-focused view, you can select ascending or descending, and then refine the view by selecting an additional metric like Average Reach per Post.

You can also export these views into PDFs so your stakeholders can see how your content performed and how it looked.

Understanding report metrics

The Post Performance report contains metrics from the native networks, along with unified metrics to help you review the overall performance of your social activities across all networks. 

Some unified metrics that are important to know are:

  • Comments - this metric includes Instagram Story Replies and received Twitter @replies. 
  • Shares - this metric includes retweets.
  • Reactions - this metric includes Twitter and Instagram Likes.
  • Post Link Clicks - this metric includes all LinkedIn Post Clicks.

For more details about the different metrics contained in this report, hover over the metric name in the table for a definition. The definition provides details on how the metric is calculated along with the networks being counted for the metric.

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If you want even more detail, click Report Glossary to get a breakdown of each metric available in the report.

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Exporting the report

The Post Performance Report is an excellent report to share with your stakeholders to show the impact of your social posts. You can export this report as a CSV to share. Any filters you set, along with the date range, appear in your CSV export.

The columns included in this report are broken down in the following table.

Column Name

Definition

Date

The date the post was published.

Post ID

The identification number of the post.

Network

The network the post was published to.

Post Type

The categorization of the post. This can be Post, Quote Tweet, Twitter @reply, Facebook Ad Post, Instagram Story or Pinterest Save.

Content Type

The primary content associated with the post. This can be a video, photo, link, IG carousel or text only post.

Profile

The profile that published the post.

Sent by

The author of the post. This is only applicable if published through Sprout.

Link

The link to the post.

Post

The text of the post.

Linked Content

Links included within the post.

Impressions

Impressions is the number of times your post or story was displayed to a user during its lifetime. This includes organic activity only.

Organic Impressions

Organic Impressions is the number of times that your post or Instagram story was organically displayed to a user during its lifetime. 

Paid Impressions

Paid Impressions is the number of times that your post was displayed to a user through paid distribution, such as an ad or a boosted post, during its lifetime.

Reach

Reach is the number of unique users who were shown your post or Instagram story during its lifetime.

Organic Reach

Organic Reach is the number of unique users to whom each of your posts or Instagram stories were organically shown during its lifetime.

Paid Reach

Paid Reach is the average number of unique users to whom each of your posts were displayed through paid distribution during its lifetime

Potential Reach

Potential Reach is the number of estimated users to whom your post was displayed during its lifetime. If your post is retweeted (without comment) by any of your followers, then their follower count would be added to the post’s potential reach estimate.

Engagement Rate (per impression)

Engagement Rate (per Impression) is the number of times users engaged with your post or story as a percentage of impressions. This indicates how engaged people are with your content. This includes organic activity only.

Engagements

Engagements is the total number of times users liked, commented, and saved your post and replied to your story during the post's lifetime. This includes organic activity only.

Reactions

Reactions is the number of users who liked or reacted to your post during its lifetime.

Likes

Likes is the number of likes received on your Instagram post. This includes organic activity only.

Love Reactions

Love Reactions is the number of users who reacted with a love reaction to your post during its lifetime. This includes both organic and paid activity.

Haha Reactions

Haha Reactions is the number of users who reacted with a haha reaction to your post during its lifetime. This includes both organic and paid activity.

Wow Reactions

Wow Reactions is the number of users who reacted with a wow reaction to your post during its lifetime. This includes both organic and paid activity.

Sad Reactions

Sad Reactions is the number of users who reacted with a sad reaction to your post during its lifetime. This includes both organic and paid activity.

Angry Reactions

Angry Reactions is the number of users who reacted with an angry reaction to your post during its lifetime. This includes both organic and paid activity.

Comments

Comments is the number of comments received or sent on your Instagram post. This includes organic activity only.

Shares

Shares is the number of times that users shared your post during the post's lifetime. This includes both organic and paid activity.

Saves

Saves is the number of times users saved your post during its lifetime. This includes organic activity only.

Post Link Clicks

Post Link Clicks is the number of times that users clicked on the link in your post during the post’s lifetime. This includes organic activity only.

Other Post Clicks

Other Post Clicks is the number of times that users clicked on the content in your post, excluding the link, during the post’s lifetime. This includes clicks on the media, hashtags, detail expand, and user profile from your post. This includes organic activity only.

Post Clicks (All)

Post Link Clicks is the number of times that users clicked on the link in your post during its lifetime.

Other Engagements

Other Engagements is the number of times during the post’s lifetime that users engaged with your post in other ways. This includes such engagements as poll votes, app install attempts, app opens, and follows from your post. This includes organic activity only.

Negative Feedback

Negative Feedback is the number of times that users hid or reported the post as spam during its lifetime. This includes both organic and paid activity.

Video Views

Video Views is the number of times that your video was viewed for at least 3 seconds during the post’s lifetime. This includes organic activity only.

Organic Video Views

Organic Video Views is the number of times that users organically viewed your post’s video during its lifetime.

Paid Video Views

Paid Video Views is the number of times that users viewed your post’s video for at least 3 seconds after a paid promotion during its lifetime.

Partial Video Views

Partial Video Views is the number of times that users viewed your post's video for at least 3 seconds, but no more than 30 seconds and not to the end of the video, during its lifetime.

Organic Partial Video Views

Organic Partial Video Views is the number of times that users viewed your post's video organically for at least 3 seconds, but no more than 30 seconds and not to the end of the video, during its lifetime.

Paid Partial Video Views

Paid Partial Video Views is the number of times that users viewed your post's video for at least 3 seconds after a paid promotion, but no more than 30 seconds and not to the end of the video,  during its lifetime.

Full Video Views

The number of times users viewed your post's video for at least 30 seconds or nearly to end of the video if the video is shorter than 30 seconds, during its lifetime.

Organic Full Video Views

The number of times users viewed your post's video organically for at least 30 seconds, or nearly to the end of the video if the video is shorter than 30 seconds, during its lifetime.

Paid Full Video Views

The number of times that users viewed your post's video for at least 30 seconds, or nearly to the end of the video if the video is shorter than 30 seconds, after a paid promotion during its lifetime.

Story Taps Back

Story Taps Back is the number of times people tapped back during the story’s lifetime to see the prior story. This includes organic activity only.

Note: In order to collect data on a story, it must have reach of at least 5.

Story Taps Forward

Story Taps Forward is the number of times people tapped forward during the story’s lifetime to see the next story. This includes organic activity only.

Note: In order to collect data on a story, it must have reach of at least 5.

Story Exits

Story Exits is the number of times people exited your story during its lifetime. This includes organic activity only.

Note: In order to collect data on a story, it must have reach of at least 5.

Tags

Tags is a list of the tags applied to the messages in Sprout.

 

Premium Analytics Additional Features

The Premium Analytics add-on unlocks additional functionality in your Post Performance Report. With Premium Analytics, you can search for specific keywords in your posts and apply tags to posts directly from this report.
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Exporting the report

If you’re a Premium Analytics customer you can customize your CSV export. There are three options you can use to customize:

  • All Metrics - this export includes all available post metrics.
  • Table View - this export includes only the metrics you select to appear in the table.
  • Custom - this export option includes only the metrics you select to include in the export, regardless if they appear in the table or not.
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