In this Article:
Later’s custom analytics gives you a clearer, more customizable view of your social performance across every platform that matters. With flexible filters, deeper insights, and easy-to-share reports, it’s built for teams who want to move faster, report smarter, and turn analytics into action.
Important:
- Custom analytics is available on Scale plans and up if you signed up or upgraded in or after July 2025
- If you’re currently on a Scale plan or higher without Custom Analytics and would like access, please reach out to our team
- Custom analytics is currently available for Instagram, Facebook, TikTok, Twitter, Pinterest, and Threads
Custom Analytics Overview
With custom analytics, you can see everything in one view without switching tabs or tools. Filter by platform, profile, post type, and time range to reflect your team’s goals. Custom analytics offers more flexible dashboards and advanced filtering options that aren't available in our standard analytics. You can also download reports in multiple formats, set up alerts, and schedule chart deliveries.
Access Custom Analytics
If you signed up for or upgraded to a Scale plan or higher in or after July 2025, you’ll have access to Custom Analytics in the left sidebar:
Filter Options
Use the dropdowns at the top of the page to adjust the following filters:
- Analysis Period: The main date range for your analysis and reporting
- Custom Comparison Period: Time period to compare against
- Reporting Period Presets: Select a preset relative period to quickly overwrite the primary reporting period
- Display Interval: How data is grouped and displayed on your charts
- Social Platform: Select which platforms to include out of Facebook, Instagram, Pinterest, Threads, TikTok, or Twitter/X
- Later Social Set: The group of social profiles or accounts included
Select the filter icon to the right side of the screen to show or hide any extra filter options:
Engagement Rate
There are two types of engagement rates displayed in custom analytics:
Channel-level
This view calculates engagement as a percentage of impressions aggregated at the channel (profile) level. It is calculated by taking the sum of engagements across all posts in a channel and dividing it by the sum of impressions for those posts.
This approach provides a high-level overview of how each channel is performing in terms of engagement relative to its reach. Channel-level engagement rate is useful for comparing overall channel effectiveness.
Post-level
This view calculates engagement as a percentage of impressions on a post-by-post basis and then averages the engagement rates across all posts in a platform.
This approach provides a more granular view, highlighting how individual posts perform relative to their impressions. Post-level engagement rate can help in identifying specific content trends or outliers in engagement.
Engagement Rate Formulas
The engagement rate formulas for each platform are as follows:
- Facebook: (Comments + Shares + Clicks + Reactions) ÷ Impressions
- Pinterest: (Likes + Comments + Repins) ÷ Board Followers
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Instagram: (Likes + Comments + Saves + Shares) ÷ ViewsNote: Instagram engagement rate formula applies to in-feed posts and Reels only (not Stories).
- Twitter/X: (Retweets + Favorites) ÷ Followers
- TikTok: (Likes + Comments + Shares) ÷ Video Views
- Threads: (Likes + Comments + Reposts + Quotes) ÷ Views
Metrics & Definitions
| Metric | Definition |
| Page Post Engagements | The 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 | The number of times your Page's post entered a person's screen (posts include statuses, photos, links, videos, and more) |
| Post Clicks | The number of times people clicked anywhere in your posts without generating a story |
| Unique Impressions & Unique Clicks | Indicates that the metric shows the approximate number of unique users who performed a specific action |
| Page Reactions | Total post reactions by type |
| Post Reactions | Daily total post reactions of a Page by type |
| 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 user |
| Following | Total number of Instagram users the user follows |
Profile Growth & Discovery
| Metric | Definition |
| Followers | Followers gained or lost over time |
| Growth | Number of followers gained or lost between the date filters selected |
| Growth Rate | Rate at which followers have grown or lost 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 made on the video |
| Likes | Number of likes on the video |
| Video Views | Number of views of the video—this is the number of times someone started playing your video (replays aren’t counted) |
| Reach | Estimated number of unique users who have viewed the video at least once |
| Total Time Watched | Total play time in seconds |
| Engagements | Number of likes and comments and shares combined |
Export & Send Reports
You can export a report as follows:
- Hover over the metric you’d like to export
- Select the vertical 3 dots icon
- Select Download:
- Enter a file name and select a file type, whether to apply data formatting, and a row limit
- Select Download
Deliveries & Alerts
In addition to downloading charts in multiple formats, you can also schedule regular deliveries as well as alerts when specific conditions are met.
You can set up a delivery schedule for a chart, regardless of conditions, as follows:
- Select the vertical 3 dots icon > Schedule delivery… which will open the New delivery panel on the left side of the screen:
- Under Schedule, customize the sending schedule
- Select Chart to customize the chart itself
- Select Email to set your recipients and (optionally) add content to the email body
- When you’re ready, select Test now or Save at the bottom of the panel:
You can set up an alert, which only sends under certain conditions, as follows:
- Select the vertical 3 dots icon > Alert… which will open the New delivery panel on the left side of the screen:
- Under Schedule, customize the results to check, conditions under which to send the alert, and sending schedule
- Select Chart to customize the chart itself
- Select Email to set your recipients and (optionally) add content to the email body
When you’re ready, select Test now or Save at the bottom of the panel: