Metric Definitions
This reference explains how each metric in Analytics & Insights is calculated so you can interpret reports confidently and align your internal reporting with platform data.
Content Performance Metrics
| Metric | Description | Calculation | Notes |
|---|---|---|---|
| Impressions | Total times your content was displayed | Provided by each network | Includes repeat views by the same user |
| Reach | Unique accounts that saw your content | Provided by each network | Facebook and Instagram use 1-day reach; TikTok uses rolling 7-day reach |
| Engagements | Total interactions with the post | Likes + Comments + Shares + Saves + Clicks | Platform-specific actions are normalized before aggregation |
| Engagement Rate | Percentage of viewers who interacted | Engagements ÷ Reach | When reach is unavailable, impression-based approximation is used |
| Click-Through Rate | Link clicks relative to impressions | Link Clicks ÷ Impressions | Only shown for posts that include links |
| Video Completion Rate | Percentage of viewers who watched the full video | Completed Views ÷ Video Plays | Available for Facebook, Instagram Reels, and TikTok |
Audience Growth Metrics
| Metric | Description | Calculation | Notes |
|---|---|---|---|
| Followers | Total followers for the selected profile | Provided by networks | Tracked daily to show net change |
| Followers Gained | New followers in selected range | Current Followers − Followers at start | Negative values indicate net loss |
| Audience Growth Rate | Follower growth relative to audience size | Followers Gained ÷ Followers at start | Useful for comparing profiles of different sizes |
Publishing Cadence Metrics
| Metric | Description | Calculation | Notes |
|---|---|---|---|
| Posts Published | Number of posts published in selected range | Platform-provided counts | Includes scheduled and manually published posts |
| Scheduled Posts | Number of posts scheduled for future dates | Count of posts with publish date in the future | Syncs with Content Calendar |
| Review Responses | Number of Google review replies sent | Count of responses associated with reviews | Includes responses published from Altyaa and Google |
Reputation Metrics
| Metric | Description | Calculation | Notes |
|---|---|---|---|
| Average Rating | Average rating for Google Business reviews | Weighted average of review scores | Only includes published reviews |
| Review Volume | Number of new reviews received | Count of reviews created in date range | Filters available for star rating and location |
| Response Time | Median time to respond to reviews | Median of (response timestamp − review timestamp) | Uses business hours calendar when configured |
| Sentiment Score | AI-generated sentiment rating of reviews | Scored from −1 (negative) to +1 (positive) | Highlighted when sentiment drops below thresholds |
Conversion and Call-to-Action Metrics
| Metric | Description | Calculation | Notes |
|---|---|---|---|
| Link Clicks | Number of link clicks on posts | Provided by networks | Includes call-to-action buttons on Google posts |
| Profile Actions | Combined actions such as directions, calls, and website visits | Sum of available platform events | Google Business Profile supplies action breakdown |
| Leads Captured | Form submissions attributed to posts | Web attribution + UTM tracking | Requires CRM integration or GA4 connection |
Data Sources and Refresh Cadence
- Facebook & Instagram: Data comes from Meta Graph API v19.0. Metrics refresh every 15 minutes and include historical backfill for 2 years.
- TikTok: Metrics from TikTok Business API refresh every 30 minutes. TikTok retains 60 days of detailed metrics.
- Google Business Profile: Data from Google Business Profile API refreshes hourly. Review metrics include 24 months of history.
Anomaly Handling
- Partial Day Data: For the current day, metrics may be lower until networks finish their daily aggregation.
- Retroactive Updates: Some networks adjust metrics retroactively; revisions are reflected in the next refresh cycle and highlighted in the activity feed.
- Missing Data: If a token expires or permissions are removed, the dashboard shows a warning and gaps in charts. Reconnect the account to restore data continuity.
For guidance on using these metrics in context, review Analytics & Insights Overview and Engagement and Analytics Best Practices.