True Anthem provides automated reporting and analysis for your content performance across all supported social platforms. Below is a breakdown of the key metrics we offer by platform, including definitions and availability. Note that availability may vary depending on platform API access.
Facebook
Metric Name
Definition
Total Posts
The total number of unique posts successfully published to the Facebook Page via API or native scheduler during the reporting period.
Organic Views
The number of times your posts were displayed on a user's screen or played for more than 1 millisecond through unpaid distribution, including repeat views and replays in the same session.
Paid Views
The number of times your posts were displayed on a user's screen or played for more than 1 millisecond as a direct result of paid promotion (Ads or boosted posts).
Follower / Non-Follower Views
A segmented breakdown of post views, distinguishing between views generated by current Page followers versus users who do not follow the Page.
Link Clicks
Clicks registering on outbound web links located inside the post body
Aggregated Link Clicks
The combined sum of all traffic-driving actions associated with the post: Body Link Clicks + First Comment Link Clicks
First Comment Link Clicks
The total number of user clicks on the traffic URL placed intentionally in the first comment of the post, tracked via localized Bit.ly redirect data.
CTR
The ratio of traffic generated to total exposure - calculated as: (Aggregated Link Clicks ÷ Total Organic Views) × 100
Engagements
The aggregate sum of active interactions on a post, including all native Meta reactions (Like, Love, Haha, Wow, Sad, Angry), unique comments, and shares.
Engagement Rate
The percentage of post exposure that resulted in user interaction, calculated as: (Total Engagements ÷ Total Organic Views) × 100
Video Views
The total number of times a video post was initiated and played for at least 3 seconds (or nearly its total duration if shorter than 3 seconds), including both auto-plays and click-to-plays.
Followers
The net total number of unique Facebook users who currently follow the Page to receive its content updates in their Feeds.
Instagram
Metric Name
Definition
Total Posts
The total number of permanent grid posts, carousels, and Reels published to the Instagram profile during the reporting window.
Views
The total number of times the Instagram post, Reel, or carousel item was displayed on a user’s screen (equivalent to platform Impressions).
Link Clicks
The total number of outbound clicks routed through the SmartLink content tile mapped to that specific post.
Aggregated Link Clicks
The unified tracking count of outbound traffic generated by the content via the profile's dedicated SmartLink interface.
Engagements
The total volume of active consumer interactions on the post, calculated as the sum of Likes, Comments, Shares (via DM/Stories), and private Saves.
Engagement Rate
The proportion of impressions that generated actions, calculated as: (Total Engagements ÷ Total Impressions) × 100
Video Views
For Reels and video content, the total number of times the video session was initialized, counting plays that last at least 1 millisecond (excluding replays unless a new session is started).
Followers
The current total number of unique Instagram accounts following the profile.
Threads
Metric Name
Definition
Total Posts
The total number of parent threads/posts published to the Threads platform (excluding secondary replies to other accounts).
Link Clicks
The total number of outbound clicks on URLs within the main post body, tracked dynamically via Bit.ly integration.
First Comment Link Clicks
The number of traffic clicks on URLs posted inside the first reply (comment) under the parent thread, monitored via Bit.ly.
Aggregated Link Clicks
The cumulative total of outbound audience traffic, summing Main Body Link Clicks and First Comment Link Clicks.
Views
The count of how many times the Threads post was displayed on a user's screen, subject to current Meta API endpoints and reporting availability.
Engagements
The total volume of user interactions, defined as the sum of Likes, Replies, and Reposts/Quotes where API access permits.
Followers
The total number of unique Threads profiles currently following the account.
Note: Threads metrics are currently limited due to evolving API support.
X (Formerly Twitter)
Metric Name
Definition
Total Posts
The total number of original Tweets published by the account (excluding Retweets of other users).
Impressions
The total number of times a Tweet was rendered on a user's screen, whether in their home timeline, search results, or profile views.
Organic Impressions
The volume of Tweet displays driven entirely by non-paid distribution algorithms, followers, and organic sharing.
Paid Impressions
The volume of Tweet views delivered via X Ads campaigns, Quick Promote, or boosted distribution.
Link Clicks
Clicks on any external URL embedded within the body card or text of the Tweet.
CTR
The performance efficiency of external links, calculated as: (Link Clicks ÷ Total Impressions) × 100.
Video Views
The number of times a video media asset was played on screen for at least 2 seconds with at least 50% of the video player in view.
Engagements
The total sum of actions taken on a Tweet, including Likes, Retweets, Replies, and Quote Tweets.
Engagement Rate
The density of actions relative to reach, calculated as: (Total Engagements ÷ Total Impressions) × 100.
Followers
The current aggregate network size of unique X profiles following the account.
YouTube
Metric Name
Definition
Total Posts
The number of long-form videos and YouTube Shorts uploaded and set to public visibility during the timeframe.
Video Views
The total number of times a video was intentionally initiated by a user and played for at least 30 seconds (or a contextual minimum for Shorts), filtered for spam and artificial traffic.
Estimated Minutes Watched
The aggregate amount of time, converted into total minutes, that users spent streaming video content across the channel or specific video assets.
Subscribers
The absolute current volume of YouTube accounts actively subscribed to the channel.
Comments
The net number of text-based comments left directly beneath the video player.
Shares
The frequency with which users clicked the native "Share" button to copy the video link or broadcast it to external platforms.
Likes
The total count of unique users who selected the positive "thumbs up" feedback mechanism on the video.
Dislikes
The total count of negative "thumbs down" designations logged against the video asset.
TikTok
Metric Name
Definition
Total Posts
The total count of short-form videos successfully published to the account's public grid.
Link Clicks
Outbound traffic generated by users interacting with the specific SmartLink content landing tile designated for that video.
Engagements
The combined volume of active consumer feedback, calculated as: Likes + Comments + Shares (including downloads/saves where API supported).
Video Views
The total number of times a video begins playing on a user's screen, counting immediately upon auto-play initialization in the "For You" or "Following" feeds.
Followers
The total scale of unique platform accounts following the user profile.
LinkedIn
Metric Name
Definition
Total Posts
The number of updates, link posts, image posts, image carousels, document posts or video posts published to the LinkedIn Company Page.
Impressions
The total number of times a LinkedIn update was visible on screen for a minimum duration of 300 milliseconds to a logged-in user.
Reach
The count of unique, individual LinkedIn member profiles who had at least one post impression on their screen.
Link Clicks
The total count of clicks aimed at outbound hyperlinks placed within the post body.
Engagements
The sum of all platform actions: reactions (Like, Celebrate, Support, Love, Insightful, Funny), comments, and native shares.
Engagement Rate
Calculated precisely via standard enterprise protocol: (Total Engagements ÷ Total Impressions) × 100
Followers
The absolute volume of LinkedIn member profiles subscribing to the business page.
BlueSky
Metric Name
Definition
Total Posts
The volume of individual posts distributed to the AT Protocol network from the account.
Link Clicks
Clicks registering on outbound web links located inside the post body
Aggregated Link Clicks
The combined sum of all traffic-driving actions associated with the post: Body Link Clicks + First Comment Link Clicks
First Comment Link Clicks
The total number of user clicks on the traffic URL placed intentionally in the first comment of the post, tracked via localized Bit.ly redirect data.
Engagements
The active audience feedback volume, measured as the sum of Likes and Replies
Followers
The net population of unique BlueSky handles currently following the profile.
Note: Metric access on BlueSky is limited and evolving.
Additional Notes
Not all metrics are supported by every platform due to API limitations.
Aggregated Link Clicks is a True Anthem aggregated metric that combines First Comment clicks and standard post links through usage of our partnership with Bit.ly.
Engagement definitions vary slightly by platform but typically include reactions, shares, comments, and retweets.
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