Available Custom Metrics Definitions
This page lists metrics and calculations that you can specify when you define your own custom metrics.
Cross-platform metrics
Calculation source shows which platforms are supported and which internal alias is used for the calculation. Only the listed platforms are used when calculating the metric.
To review calculation sources, see the specific social network sections and look up the metric alias.
Metric alias | Metric description | Calculation source |
|---|---|---|
engagement_rate | Number of interactions per 1 fan in %. interactions / fans * 100 | Facebook: engagement_rate |
insights_avg_time_watched | The average length in seconds of video playbacks | Facebook: insights_avg_time_watched |
insights_avg_view_percentage | The average percentage of a video watched during a video playback. | YouTube: insights_avg_view_percentage |
insights_completion_rate | The percentage of times a Story impression was not interrupted by an exit, tap back or tap forward. | Instagram: insights_completion_rate |
insights_engagements | Number of engaged users. | Facebook: insights_engagements |
insights_engagements_v2 | Engagements returns the number of times that users engaged with your post during its lifetime. | Facebook: insights_engagements_v2 |
insights_impressions | Number of impressions | Facebook: insights_impressions |
insights_impressions_engagement_rate | Lifetime percentage of engagements divided by impressions. | Facebook: insights_impressions_engagement_rate |
insights_initial_video_views | The number of first-time plays of your Instagram reel, including plays of 1ms or more. This metric excludes replays. | Instagram: initial_video_views |
insights_link_clicks | The number of times users clicked on links that redirected them to a given destination. The definition of a link click differs per platform. Facebook counts clicks on both inbound and outbound links. Pinterest counts only outbound links that redirect away from the platform. | Facebook: insights_link_clicks |
insights_media_view_time | The total amount of time that users watched a videoand images during its lifetime | Snapchat: insights_media_view_time |
insights_media_views | Number of all views (autoplay and click) of media counted across videos, vines, gifs, and images. | Snapchat: insights_media_views |
insights_post_clicks | Number of interactions on the content piece. Includes link clicks, photo views, video plays and other clicks. | Facebook: insights_post_clicks |
insights_post_saves | The number of times people saved the content during its lifetime. | Instagram: insights_post_saves |
insights_post_video_views_unique | Number of unique video viewers. | Facebook: insights_post_video_views_unique |
insights_reach_engagement | Engagement rate from Facebook | Facebook: insights_reach_engagement |
insights_reach_engagement_rate_v2 | Sum of reactions, shares, saves, comments and replies divided by reach. | Facebook: insights_reach_engagement_rate_v2 |
insights_reach_per_content | Number of unique impressions. | Facebook: insights_reach_per_content |
insights_save_rate | The total saves of your Pins divided by the total number of times your Pins were on screen. | Pinterest: insights_save_rate |
insights_screenshots | Number of screenshots of a snap | Snapchat: insights_screenshots |
insights_story_exits | Number of times someone exited the story IG Media object. | Instagram: insights_story_exits |
insights_story_taps_back | Total number of taps to see this story IG Media object's previous photo or video. | Instagram: insights_story_taps_back |
insights_story_taps_forward | Total number of taps to see this story IG Media object's next photo or video. | Instagram: insights_story_taps_forward |
insights_subscribers_change | The result of number of subscribers gained minus the number of subscribers lost | YouTube: insights_subscribers_change |
insights_swipe_down | Number of swipe downs on an asset. | Snapchat: insights_swipe_down |
insights_swipe_up | Number of swipe ups on an asset. Swipe up for snaps opens a link or attachment. | Snapchat: insights_swipe_up |
insights_video_completed_views | The number of times your video was viewed to 95% of its length. | pinterest: insights_video_completed_views |
insights_video_views | Number of views the video has. Only available for videos. | Facebook: insights_video_views |
insights_video_views_v2 | Number of views the video has. Only available for videos. Reads insights field on YT platform | Facebook: insights_video_views |
insights_video_views_10s | The number of times your video was viewed for at least 10 seconds. | Pinterest: insights_video_views_10s |
insights_view_time | The number of seconds that users watched videos for the specified channel, content owner, video, or playlist. | Facebook: insights_view_time |
interactions | Number of interactions. Includes reactions, comments, shares | Facebook: interactions |
interactions_per_1k_fans | Number of interactions per 1000 fans. interactions / fans * 1000 | Facebook: interactions_per_1k_fans |
number_of_comments | Number of comments | Facebook: number_of_comments |
page_posts | Number of content pieces | Facebook: page_posts |
reactions | Number of reactions | Facebook: reactions |
shares | Number of shares of the post | Facebook: shares |
Metric alias | Metric description |
|---|---|
page_posts | Number of content pieces. |
interactions | Number of interaction. Includes reactions, comments and shares |
insights_impressions | Number of impressions |
reactions | Number of reactions. |
insights_video_views | Number of views the video has. Only available for videos. |
insights_avg_time_watched | The average length in seconds of video playbacks |
insights_post_clicks | Number of interactions on the content piece. Includes link clicks, photo views, video plays and other clicks. |
insights_reach_engagement | Engagement rate from Facebook |
insights_reach_engagement_rate_v2 | Sum of posts reactions, shares, comments and post clicks divided by reach. |
insights_impressions_engagement_rate | Lifetime percentage of engagements (reactions, shares, comments and post clicks) divided by impressions. |
total_video_view_time | Total time videos were viewed in seconds. |
likes | Number of reactions. Use `reactions` instead |
interactions_per_1k_fans | Number of interactions per 1000 fans. interactions / fans * 1000 |
engagement_rate | Number of interactions per 1 fan in %. interactions / fans * 100 |
insights_engagements | Number of engaged users. |
insights_engagements_v2 | Engagements returns the number of times that users engaged with your post during its lifetime. |
number_of_comments | Number of comments |
insights_reach_per_content | Number of unique impressions. |
insights_post_video_views_unique | Number of unique video viewers. |
insights_view_time | The number of seconds that users watched videos for the specified channel, content owner, video, or playlist. |
shares | Number of shares of the post. |
insights_link_clicks | Click the "Details" link beside the shortened URL in Goo.gl to view basic click statistics, including the number of people who clicked the link on your Facebook wall. |
To review calculation sources, see the Instagram Stories or Instagram Posts sections and look up the metric alias.
Metric alias | Metric description | Calculation source |
|---|---|---|
profile_posts | Number of content pieces | posts: profile_posts |
interactions | Number of interactions. Includes likes and comments | posts: interactions |
number_of_comments | Total number of comments (post + stories) | posts: number_of_comments |
number_of_post_comments | Number of comments - posts only | posts: number_of_post_comments |
insights_story_replies | Total number of replies (IG Comments) on the story IG Media object. Value does not include replies made by users in some regions. These regions include: Europe starting December 1, 2020 and Japan starting April 14, 2021. If the Story was created by a user in one of these regions, returns a value of 0. | stories: insights_story_replies |
insights_impressions | Total number of times the IG Media object has been seen. | posts: insights_impressions |
insights_impressions_or_video_views | Returns insights_impressions if they are present else returns video_views - to supply missing reels impressions | posts: insights_impressions_or_video_views |
insights_impressions_engagement_rate | Lifetime percentage of engagements (Likes, comments, saves and replies) divided by impressions. | posts: insights_impressions_engagement_rate |
insights_video_views | Total number of times the video IG Media has been seen. For album IG Media, the number of times all videos within the album have been seen. Available for videos and igtv videos. (Including video carousels.) Reels parts will not be affected by the planned Instagram Media and Profile Insights Metrics Deprecation (January, 2025). | posts: insights_video_views |
interactions_per_1k_fans | Number of interactions per 1000 followers. interactions / followers * 1000 | posts: interactions_per_1k_fans |
engagement_rate | Number of interactions per 1 follower in %. interactions / followers * 100 | posts: engagement_rate |
insights_engagements | Sum of likes_count, comment_count and saved counts on the IG Media. | posts: insights_engagements |
insights_engagements_v2 | Engagements returns the number of times that users engaged with your post during its lifetime. | posts: insights_engagements |
insights_reach_engagement_rate | Sum of post likes, shares, comments and saves or story replies divided by reach. | posts: insights_reach_engagement_rate |
insights_reach_per_content | Total number of unique Instagram accounts that have seen the IG Media object. | posts: insights_reach_per_content |
insights_post_saves | Total number of unique Instagram accounts that have saved the IG Media object. | posts: insights_post_saves |
insights_completion_rate | The percentage of times a Story impression was not interrupted by an exit, tap back or tap forward. | stories: insights_completion_rate |
insights_story_exits | Number of times someone exited the story IG Media object. | stories: insights_story_exits |
insights_story_taps_forward | Total number of taps to see this story IG Media object's next photo or video. | stories: insights_story_taps_forward |
insights_story_taps_back | Total number of taps to see this story IG Media object's previous photo or video. | stories: insights_story_taps_back |
insights_shares | The number of times your post/story/reel was shared | posts: insights_shares |
like_count | The number of likes. | posts: like_count |
Instagram Stories
Metric alias | Metric description |
|---|---|
profile_posts | Number of content pieces |
insights_impressions | Total number of times the story IG Media object has been seen. |
insights_impressions_or_video_views | Returns insights_impressions if they are present else returns video_views - to supply missing reels impressions |
number_of_comments | Total number of replies (IG Comments) on the story IG Media object (story + post). Value does not include replies made by users in some regions. These regions include: Europe starting December 1, 2020 and Japan starting April 14, 2021. If the Story was created by a user in one of these regions, returns a value of 0. |
insights_impressions_engagement_rate | Lifetime percentage of engagements (replies) divided by impressions. |
insights_reach_engagement_rate | Sum of posts replies divided by reach. |
insights_reach_per_content | Total number of unique Instagram accounts that have seen the IG Media object. |
insights_completion_rate | The percentage of times a Story impression was not interrupted by an exit, tap back or tap forward. |
insights_story_exits | Number of times someone exited the story IG Media object. |
insights_story_replies | Number of story replies (excluding posts). |
insights_story_taps_forward | Total number of taps to see this story IG Media object's next photo or video. |
insights_story_taps_back | Total number of taps to see this story IG Media object's previous photo or video. |
like_count | The number of likes on an IG Media object. |
Instagram Posts
Metric alias | Metric description |
|---|---|
profile_posts | Number of content pieces |
interactions | Number of interactions. Includes likes and comments |
insights_impressions | Total number of times the IG Media object has been seen. |
insights_impressions_or_video_views | Returns insights_impressions if they are present else returns video_views - to supply missing reels impressions |
insights_video_views | Total number of times the video IG Media has been seen. For album IG Media, the number of times all videos within the album have been seen. Available for videos and igtv videos. (Including video carousels.) |
interactions_per_1k_fans | Number of interactions per 1000 followers. interactions / followers * 1000 |
engagement_rate | Number of interactions per 1 follower in %. interactions / followers * 100 |
insights_engagements | Sum of likes_count, comment_count and saved counts on the IG Media. |
number_of_comments | Number of comments (story + post) |
number_of_post_comments | Number or post comments. (excluding stories) |
insights_impressions_engagement_rate | Lifetime percentage of engagements (likes, comments and saves) divided by impressions. |
initial_video_views | The number of first-time plays of your Instagram reel, including plays of 1ms or more. This metric excludes replays. |
insights_reach_engagement_rate | Sum of likes, shares, comments and saves divided by reach. |
insights_reach_per_content | Total number of unique Instagram accounts that have seen the IG Media object. |
insights_post_saves | Total number of unique Instagram accounts that have saved the IG Media object. |
insights_shares | The number of times your reel was shared. |
like_count | The number of likes on an IG Media object. |
Metric alias | Metric description |
|---|---|
interactions | Number of all interactions (replies, retweets, likes). |
insights_impressions | Number of times tweets have been seen |
profile_tweets | Number of content pieces |
interactions_per_1k_fans | Number of interactions per 1000 followers. Interactions / followers * 1000 |
engagement_rate | Number of interactions per 1 follower in %. Interactions / followers * 100 |
number_of_comments | Number of replies |
insights_engagements | The total number of times a user interacted with tweets, including clicking anywhere on the tweet (hashtags, embedded media, username, profile photo, tweet expansion, cards, links, likes, retweets, follows) or replies, including organic and boosted data. |
insights_impressions_engagement_rate | Lifetime percentage of engagements divided by impressions. |
insights_media_views | Number of all views (autoplay and click) of media counted across videos, vines, gifs, and images. |
insights_video_views | Views of a video that has been 50% visible for more than 2 seconds. |
reactions | Number of reactions. |
shares | Number of shares of the post. |
Metric alias | Metric description |
|---|---|
profile_posts | Number of content pieces |
interactions | Number of all interactions (reactions and comments) |
interactions_per_1k_fans | Number of interactions per 1000 followers. Interactions / followers * 1000 |
engagement_rate | Number of interactions per 1 follower in %. Interactions / followers * 100 |
number_of_comments | Number of comments |
insights_impressions | Number of impressions. |
insights_engagements | Engagements returns the number of times that users engaged with your post during its lifetime. |
insights_post_clicks | Number of interactions on the content piece. |
insights_impressions_engagement_rate | Lifetime percentage of engagements divided by impressions. |
insights_video_views | Number of views the video has. (6 months of historical data only) |
insights_view_time | Total time videos were viewed in seconds. (6 months of historical data only) |
insights_post_unique_views | Number of unique viewers the video has. (6 months of historical data only) |
reach | Number of unique impressions. |
reach_engagement_rate | Sum of likes, shares, comments and saves divided by reach. |
insights_shares | The number of times your post was shared. |
insights_reactions | The number of reactions on Media object. |
Metric alias | Metric description |
|---|---|
insights_avg_time_watched | The average time someone spent playing the video and static image cards included in your Pin. Units?? |
insights_engagements | Engagements inform about how many times users engaged with a post during its lifetime. Calucaltion: Engagements = PIN_CLICK + OUTBOUND_CLICK + SAVE + TOTAL_REACTIONS + TOTAL_COMMENTS |
insights_impressions | The number of times your Pin was on screen. |
insights_impressions_engagement_rate | Impressions engagement rate informs about the percentage of users who engaged with a post during its lifetime given its impressions. Calculation: Impressions engagement rate = Engagement / Impressions |
insights_link_clicks | The number of times users clicked on links that redirected them away from Pinterest. |
insights_post_clicks | The total number of clicks on your Pin so it opens in closeup. |
insights_post_saves | The number of times people saved your Pin to a board. |
insights_save_rate | The total saves of your Pins divided by the total number of times your Pins were on screen. |
insights_video_completed_views | The number of times your video was viewed to 95% of its length. |
insights_video_views | The amount of views for at least 2 seconds with 50% of video in view. |
insights_video_views_10s | The number of times your video was viewed for at least 10 seconds. |
insights_view_time | The total play time for your video in minutes. |
number_of_comments | The sum of comments collected during the lifetime of the pin. The set of content can be defined by profiles, content labels, or profile labels and filtered using various parameters. |
reactions | The sum of reactions a pin has received during its lifetime. |
Snapchat
Metric Alias | Metric description |
|---|---|
number_of_comments | Number of replies to a snap. |
insights_impressions | Number of times an asset has been viewed. |
insights_reach_per_content | Number of unique users who have viewed an asset. |
insights_avg_time_watched | The average time that users spent watching a snap during its lifetime. |
insights_engagements | Engagements inform about how many times users engaged with a snap during its lifetime. This includes swiping up, shares, comments and screenshots. |
insights_impressions_engagement_rate | Impressions engagement rate informs about the percentage of users who engaged with a snap during its lifetime, given its impressions. |
insights_reach_engagement_rate | Reach engagement rate informs about the percentage of users who engaged with a snap during its lifetime, given its reach |
insights_video_views | The number of times a video snap was viewed during its lifetime. A view is counted immediately upon opening the video snap and for each time it is rewatched. |
insights_view_time | The total amount of time that users watched a video snap during its lifetime |
insights_media_views | All views of your snaps are counted across videos and images. |
insights_media_view_time | The total amount of time that users watched a video and images during its lifetime |
page_posts | The sum of snaps published during the selected date range. |
insights_swipe_up | Number of swipe ups on an asset. Swipe up for snaps opens a link or attachment. |
insights_swipe_down | Number of swipe downs on an asset. |
insights_screenshots | Number of screenshots of a snap |
TikTok
Metric alias | Metric description |
|---|---|
profile_posts | Number of content pieces. |
number_of_comments | Number of comments |
insights_video_views | Number of views the video has. |
insights_engagements | Engagements returns the number of times that users engaged with your post during its lifetime. |
insights_reach_per_content | Number of unique impressions. |
insights_reach_engagement_rate | Sum of likes, comments and shares divided by reach. |
insights_view_time | The number of seconds that users watched videos for the specified channel, content owner, video, or playlist. |
insights_completion_rate | The percentage of times a Post impression was not interrupted by an exit, tap back or tap forward. |
insights_avg_time_watched | The average length in seconds of video playbacks |
insights_shares | The number of times your post was shared. |
insights_like_count | The number of likes on a Media object. |
YouTube
Metric alias | Metric description |
|---|---|
interactions | The number of interactions (likes and comments) received by a set of YouTube videos published during the selected date range. |
channel_videos | Number of content pieces |
video_views | Number of video views a YouTube channel received for videos published during a selected date range. YouTube counts a video view when someone watches the video for at least 30 seconds. |
interactions_per_1k_fans | Number of interactions per 1000 followers. Interactions / followers * 1000 |
engagement_rate | Number of interactions per 1 follower in %. Interactions / followers * 100 |
number_of_comments | Number of comments |
insights_view_time | The number of seconds that users watched videos for the specified channel, content owner, video, or playlist. |
insights_engagements | Number of likes, dislikes, shares and comments on a video |
insights_avg_view_percentage | The average percentage of a video watched during a video playback. |
insights_subscribers_change | The result of number of subscribers gained minus the number of subscribers lost |
insights_avg_time_watched | The average length in seconds of video playbacks |
insights_video_views | Number of video views. Read from insights.view_count field |
insights_shares | The number of times your post was shared. |
insights_dislike_count | The number of dislikes on a video. |
like_count | The number of likes. |
insights_like_count | The number of likes. |