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Custom Analytics gives you a more flexible view of your social performance across Instagram, Facebook, TikTok, Pinterest, and Threads. You can filter by platform, profile, post type, and time range, build comparisons that aren't available in standard analytics, and turn the results into reports your team can act on.
Custom Analytics Overview
The dashboard pulls performance from all your connected platforms into one view, so you can move between Instagram, Facebook, TikTok, Pinterest, and Threads without switching tools. Filter by platform, profile, post type, and time range to match how your team reports on performance.
Compared to standard analytics, Custom Analytics gives you deeper filtering, broader comparisons, downloadable reports in multiple formats, scheduled chart deliveries, and conditional alerts.
Filter Options
Use the dropdowns at the top of the page to adjust the following:
- Analysis Period: the main date range for your analysis and reporting
- Custom Comparison Period: the time period to compare against
- Reporting Period Presets: a preset relative period that quickly overwrites the primary reporting period
- Display Interval: how data is grouped and displayed on your charts
- Social Platform: which platforms to include out of Facebook, Instagram, Pinterest, Threads, or TikTok
- Later Social Set: the group of social profiles included
- Post Tags: flexible labels you apply to content to track themes, formats, or products
- Campaign Tags: labels for grouping content that belongs to a specific campaign
Select the filter icon on the right side of the screen to show or hide additional filter options.
Engagement Rate
Custom Analytics displays two types of engagement rate.
Channel-Level
Channel-level engagement is calculated as a percentage of impressions aggregated at the profile level. Later takes the sum of engagements across all posts in a channel and divides it by the sum of impressions for those posts. Use it to compare how each channel is performing overall.
Post-Level
Post-level engagement is calculated on a post-by-post basis, then averaged across all posts in a platform. Use it for a more granular view that highlights how individual posts perform relative to their impressions, and to spot content trends or outliers.
Engagement Rate Formulas
The formula for each platform:
- Facebook: (Comments + Shares + Clicks + Reactions) ÷ Impressions
- Instagram: (Likes + Comments + Saves + Shares) ÷ Views
- TikTok: (Likes + Comments + Shares) ÷ Video Views
- Pinterest: (Likes + Comments + Repins) ÷ Board Followers
- Threads: (Likes + Comments + Reposts + Quotes) ÷ Views
Metrics and Definitions
| Metric | Definition |
|---|---|
| Page Post Engagements | Number of times people have engaged with your posts through reactions, comments, shares, and more |
| Comments | Total number of people who commented at a post level |
| Impressions | Number of times your Page's post entered a person's screen (statuses, photos, links, videos, and more) |
| Post Clicks | Number of times people clicked anywhere in your posts without generating a story |
| Unique Impressions and Unique Clicks | Approximate number of unique users who performed a specific action |
| Page Likes Daily | Total post "Like" reactions of a Page |
| Post Likes | Total "Like" reactions of a post |
Profile Summary
| Metric | Definition |
|---|---|
| Total Posts | Total number of published posts |
| Followers | Total number of Instagram users following the profile |
| Following | Total number of Instagram users the profile follows |
Profile Growth and Discovery
| Metric | Definition |
|---|---|
| Followers | Followers gained or lost over time |
| Growth | Followers gained or lost between the date filters selected |
| Growth Rate | Rate at which followers have grown or shrunk between the date filters selected |
| Views | Total times all your posts and stories have been seen |
| Reach* | Unique accounts that viewed your posts |
*Reach is different from views, which can include multiple views of a reel by the same account.
Performance Metrics
| Metric | Definition |
|---|---|
| Engagement | (Likes + Comments + Saves + Shares) ÷ Views |
| Followers | Number of followers when a post was published |
| Views | Total times a post was seen |
| Reach | Unique accounts that saw a post |
| Likes | Likes a post received |
| Comments | Comments a post received |
| Saves | Unique accounts that saved a post |
| Shares | Number of times a post was shared |
TikTok
| Metric | Definition |
|---|---|
| Shares | Number of shares of the video |
| Comments | Number of comments on the video |
| Likes | Number of likes on the video |
| Video Views | Number of times someone started playing your video (replays aren't counted) |
| Reach | Estimated number of unique users who viewed the video at least once |
| Total Time Watched | Total play time in seconds |
| Engagements | Total likes, comments, and shares combined |
Export and Send Reports
Export a Report
- Hover over the metric you'd like to export
- Select the vertical 3 dots icon
- Select Download
- Enter a file name, select a file type, choose whether to apply data formatting, and set a row limit
- Select Download
Deliveries and Alerts
In addition to downloading charts, you can schedule recurring deliveries and set up alerts that send only when specific conditions are met.
Schedule a Recurring Delivery
Use this when you want a chart sent on a regular cadence, regardless of what the data shows.
- Open the chart you want to schedule
- Select the vertical 3 dots icon, then Schedule delivery… to open the New delivery panel on the left side of the screen
- Under Schedule, set the sending cadence (for example, every 24 hours)
- Select Chart to customize the chart itself
- Select Email to add recipients and, optionally, content for the email body
- Select Test now to send a one-off test, or Save to finalize the schedule
Set Up an Alert
Use this when you only want an email if the data crosses a threshold you've defined.
- Open the chart you want to monitor
- Select the vertical 3 dots icon, then Alert… to open the New delivery panel
- Under Schedule, set the results to check, the conditions that trigger the alert, and the sending cadence
- Select Chart to customize the chart itself
- Select Email to add recipients and, optionally, content for the email body
- Select Test now or Save
Limitations
A few additional limits to keep in mind:
- Custom Analytics covers Instagram, Facebook, TikTok, Pinterest, and Threads. LinkedIn, YouTube, and Snapchat aren't included
- Filter selections can't be saved and reset when you refresh, exit, or sign out
- Post data updates every 24 hours, so the latest day may not be fully reflected
- The Instagram engagement rate formula applies to in-feed posts and Reels, not Stories
If you're on a Scale plan or higher and don't see Custom Analytics in your account, reach out to our team. To compare what's included on each plan, see Choose a Later Social Plan. To upgrade, see Change Your Later Plan.