The social stratosphere is a world of creativity, engagement, information, and more importantly, fun! If, like the vast majority of companies, you have a social media presence, then you will know that along with the creative and engaging characteristics of social, there is also a huge range of metrics, key statistics, and measurement terminology that can sometimes go straight over your head, especially if you are analysing platforms you don’t have that much experience using!

I have deliberated on numerous occasions the link between a certain metric, such as retweet reach in relation to the impressions made on social channels, noticing discrepancies in common figures that don’t quite add up, which then meant further research and second guessing my own understanding of each social metric.

social-media-metrics2-1 A Complete Guide to Social Metrics

With this in mind, for all of those that sometimes have to Google what a certain metric means every now and then, below I have listed a complete guide to social media metrics, categorised by each of the most popular social networks.


  1. Followers: Users that have followed your brand page
  2. Mentions: Mentions are counted whenever a user tags your @handle within their tweet, this is also counted when engaging in conversation.
  3. Retweets: A retweet is when a user shares one of your brand posts using the retweet button
  4. Retweet Reach: The overall retweet reach metric for your brand takes into account the accumulated number of retweets your content has had within a period of time, summing up the amount of followers each of the users have who have retweeted your posts.
  5. Potential Impressions: The total number of times a tweet or a tweet mentioning your brand will appear in someone’s Twitter feed during a set time frame.
  6. Engagement per Tweet: The total number of replies and retweets to one of your tweets.
  7. Total Engagement: The number of times your Twitter handle was mentioned during the report period.
  8. Potential Reach: The sum of all individual users mentioning your handle, taking into account the sum of all of their followers.
  9. Response Rate: Total number of mentions replied to, divided by the total number of mentions (not taking into account retweets).
  10. Response Time: The time it takes for an @reply to an incoming tweet, minus the time of the inbound tweet.


  1. Page Likes: The number of likes on your brand page
  2. Post Reach: The number of people who could have seen a story about your page. This is counted for each person who the post is shown to whilst browsing Facebook.
  3. Engagement: The amount of unique, likes, comments, shares or clicks on your post.
  4. Total Impressions: The potential number of views your post could have had, taking into account the amount of reach, multiplied by the number of times the post was shared.
  5. People Talking About This: The number of unique people who have created a story/post about your page or Facebook share.
  6. User Mentions: The number of times a user tags your page in their post. This is also counted in conversations when a user tags your handle.
  7. Organic Reach: The number of unique people who saw your content on their timeline, including both users who like your page and those that don’t.
  8. Paid Reach: The number of unique users that have viewed your page through a promoted post.
  9. Net Likes: The number of new likes, discounting the amount of unlikes within the same time frame.
  10. Virality: The total number of users “talking about this”, divided by reach.
  11. External Referrers: The source from which traffic is directed to your Facebook page.
  12. Top posts from Watched Pages: The highest overall engaged with pages from your watched pages.


  1. Pins from Site:  The daily average number of pins from your verified website
  2. Repins: The daily average number of pins from your website that were repinned
  3. Pin Reach: The daily average number of people who saw your pins on Pinterest
  4. Visits: The amount of traffic Pinterest helped drive to your website
  5. Clicks: The exact amount of clicks/expands per post
  6. Most Repinned Content: The pins that received the most Repins
  7. Heart: The amount of users who have liked a certain pin.

Google +

  1. Circles: Sorted groups created by users in order to add pages/people they follow to.
  2. +1s: The number of times a user has clicked “+1″ on the content specified, in other words, the amount of likes it has received.
  3. Reshares: The number of times one of your brand posts has been shared by other users.
  4. Have you in circles: Total number of users that have you in their circles.


  1. Likes: Total number of likes per Instagram post
  2. Total Engagement: Accumulation of likes and comments.
  3. Engagement Optimal Time: Determines the best time in the day to post, taking into account the highest level of engagement throughout the day.
  4. Filters: The chosen filter that has received the highest amount of engagement.


  1. Total Uploads: The total amount of uploads on a user account.
  2. Total Engagement: Accumulated number of comments, favourites and ratings on a selected video.
  3. Video Views: The total number of video views during the report time period.
  4. Subscribers: The total subscribers for this channel.
  5. Average Views per Video: Total video views divided by the amount of chosen videos.
  6. Total Ratings: Includes a total sum of thumbs up and thumbs down ratings.

So there you have it, a complete guide to social media metrics. So if you ever find yourself stumbling on figures you don’t think add up because of a confusion with a metric meaning, make sure to double check from the lists above!