Board path
Social profiles > Snapchat > Overview > Profile vs. profile
Why use this board
Use this board to benchmark two Snapchat profiles you manage on the same metrics; see where each profile leads and where one outperforms the other.
Board controls
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Profile pickers: Select a profile to compare.
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Adaptive filters: Open Filter in the toolbar to narrow posts by Content Label, Media Type, Content Type, Full text, or Advanced filter. Active filters appear as chips below the toolbar; remove a chip to clear that filter.
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Date range: Defaults to the last 30 days. The board subtitle shows the active range when available.
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Aggregated by: Day, Week, Month, Quarter, Year.
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Engagement rate: Impressions engagement rate, Reach engagement rate. Default: Impressions engagement rate.
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Color picker (Profile 1 or 2): Assign each profile a color in the toolbar so you can spot which profile drives each metric in KPIs, breakdowns, and trends. Choose from a list of 16 colors.
Metrics on this board
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Number of snaps — Content by media type
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Average reach per snap — Average reach per content piece trend
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Content impressions — Impressions trend
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Impressions engagement rate — Impressions engagement rate trend
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Reach engagement rate — Impressions engagement rate trend
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Average content impressions — Profile 1: Average impressions
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Engagements — Profile 1: Number of engagements
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Average content impressions — Profile 2: Average impressions
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Impressions engagement rate — Profile 2: Impressions engagement rate
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Reach engagement rate — Profile 2: Impressions engagement rate
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Content impressions — Profile 1: Number of impressions
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Engagements — Profile 2: Number of engagements
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Average engagements per snap — Profile 1: Average engagements per content piece
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Snaps — Profile 2: Total content
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Snaps — Profile 1: Total content
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Average reach per media type — Average reach per media type
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Content impressions — Profile 2: Number of impressions
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Average engagements per snap — Profile 2: Average engagements per content piece
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Impressions engagement rate — Impressions engagement rate by media type
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Reach engagement rate — Impressions engagement rate by media type
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Number of snaps — Content trend
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Number of engagements — Engagements trend widget
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Engagements — Average engagements by media type
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Average engagements per snap — Average engagements per content piece trend
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Impressions engagement rate — Profile 1: Impressions engagement rate
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Reach engagement rate — Profile 1: Impressions engagement rate
Widgets
Content by media type
What it measures: The distribution of the total number of snaps published by selected profiles during the selected date range, segregated by media type (photo, video). Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Number of snaps
Visualization: Horizontal bar chart
Average reach per content piece trend
What it measures: An overview of average reach for snaps published by selected profiles during the selected date range, segregated by publication date. Average reach per snap is calculated as lifetime reach for all snaps, divided by the number of published snaps from the same period. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Average reach per snap
Visualization: Bar trend
Impressions trend
What it measures: An overview of the number of times a psnapost published during the selected date range was viewed or of video views where impression do not apply, segregated by publication date. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Content impressions
Visualization: Bar trend
Impressions engagement rate trend
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Impressions engagement rate, Reach engagement rate
Visualization: Bar trend
Profile 1: Average impressions
What it measures: Average interactions per snap is calculated as the sum of lifetime impressions (i.e. content views, or video views where impressions do not apply) for snaps published by the selected profile during the selected date range, divided by the number of published snaps from the same period. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average content impressions
Visualization: Value with change
Profile 1: Number of engagements
What it measures: The total number of times users engaged with a snap that was published by the selected profile during the selected date range. This includes swiping up, shares, comments and screenshots. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Engagements
Visualization: Value with change
Profile 2: Average impressions
What it measures: Average interactions per snap is calculated as the sum of lifetime impressions (i.e. content views, or video views where impressions do not apply) for snaps published by the selected profile during the selected date range, divided by the number of published snaps from the same period. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average content impressions
Visualization: Value with change
Profile 2: Impressions engagement rate
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Impressions engagement rate, Reach engagement rate
Visualization: Value with change
Profile 1: Number of impressions
What it measures: The total number of times a snap published by the selected profile during the selected date range was viewed, or of video views where impressions do not apply. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Content impressions
Visualization: Value with change
Profile 2: Number of engagements
What it measures: The total number of times users engaged with a snap that was published by the selected profile during the selected date range. This includes swiping up, shares, comments and screenshots. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Engagements
Visualization: Value with change
Profile 1: Average engagements per content piece
What it measures: The average number of times users engaged with a snap that was published by the selected profile during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average engagements per snap
Visualization: Value with change
Profile 2: Total content
What it measures: The total number of snaps that were published by the selected profile during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Snaps
Visualization: Value with change
Profile 1: Total content
What it measures: The total number of snaps that were published by the selected profile during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Snaps
Visualization: Value with change
Average reach per media type
What it measures: Average reach per media type is calculated as the sum of lifetime reach for snaps published by selected profiles during the selected date range, divided by the number of published snaps from the same period. Data is segregated by media type (e.g. photo, video). Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Average reach per media type
Visualization: Bar chart
Profile 2: Number of impressions
What it measures: The total number of times a snap published by the selected profile during the selected date range was viewed, or of video views where impressions do not apply. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Content impressions
Visualization: Value with change
Profile 2: Average engagements per content piece
What it measures: The average number of times users engaged with a snap that was published by the selected profile during the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average engagements per snap
Visualization: Value with change
Impressions engagement rate by media type
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Impressions engagement rate, Reach engagement rate
Visualization: Horizontal bar chart
Content trend
What it measures: An overview of the total number of snaps published by selected profiles during the selected date range, segregated by publication date. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Number of snaps
Visualization: Bar trend
Engagements trend widget
What it measures: An overview of the total number of times users engaged with a snap that was published by selected profiles during the selected date range, segregated by publication date. Engagements include swiping up, shares, comments and screenshots. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Number of engagements
Visualization: Bar trend
Average engagements by media type
What it measures: The sum of lifetime interactions (e.g. reactions, comments, shares) for the set of content published by selected profiles during the selected date range, divided by the number of followers each profile has at the time of a post, and multiplied by 1000. Data is segregated by media type (image, video, link, etc.). Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Engagements
Visualization: Horizontal bar chart
Average engagements per content piece trend
What it measures: An overview of the total number of average engagements per snap, segregated by publication date. Average engagement per snap is calculated as the sum of lifetime engagements (e.g. swiping up, shares, comments and screenshots) on snaps published during the selected date range, divided by the number of published snaps from the same period. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Average engagements per snap
Visualization: Bar trend
Profile 1: Impressions engagement rate
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Impressions engagement rate, Reach engagement rate
Visualization: Value with change