Understanding the data within your Orlo Marketing Report is crucial for maximising your social media ROI and identifying opportunities for improvement. This glossary provides clear definitions of key terms within the Marketing Report.
Things to consider ✅
- To view the Marketing Report, users must have the 'View Marketing Analytics' option enabled in their 'Account Settings'.
❌ In the Account Summary section of the report, where we report N/A this means that the native network doesn't report on these stats
❌ Link click data is not available for Instagram or YouTube as the native network doesn't support links in content
❌ If you have Orlo's link tracking turned off, we will not be able to report on link click data
In this article:
10. Top Posts
Marketing Report Glossary 📖
Account Summary:
The Account Summary provides an overview of how each of your social media channels is performing, allowing you to view all your social media performance stats in one centralised view.
Stats Available -
- Followers - This tells you the number of people who follow your account. On the native platform, this may be labelled differently such as:
- Facebook = Fans/ Page Followers
- LinkedIn = Connections
- YouTube = Subscribers - Account Impressions -This metric represents the total number of times your content has appeared on users' screens across your entire account within the specified date range of the report.
- Post Impressions - This metric indicates the total number of times your posts have appeared on users' screens, including instances where the same user views the posts multiple times, specifically for posts published within the report's date range.
- Account Reach - This gives you the total number of unique views on your whole account across the report date range.
- Post Reach - This gives you the total number of unique views on your social media content for posts that have been published within the date range of your report.
- Link Clicks - This is the number of times the links in your posts have been clicked using the Orlo link shorter.
- Published Posts - This is the number of public posts you have published from the selected accounts in the date range of the report.
- Post Engagement Rate - This measures how much users interact with your content, calculated as the percentage of interactions.
Engagement Rate Calculation: Engagement Rate is calculated by dividing total post engagements by total impressions and multiplying by 100. Engagements may include Likes, Comments, Shares, Clicks, and Reactions, depending on the social network's data.
- Saves - The number of people who have saved your content on Instagram
Video Metrics 📹
This area shows the performance of your video content that has been posted within the date range of the report.
Stats Available -
- Video Views - Measures how many times your video content has been viewed
- Average View Time - Average video view time, or average watch time, is a metric that measures the average duration viewers spend watching a video, providing insights into audience engagement and content performance
- Impressions - How many times your posts with videos attached were viewed on a screen regardless if it was the same person multiple times
- Reach - How many unique individuals saw posts with videos attached
- Link Clicks - How many clicks there were on links shared in the copy of your video posts
- Likes - How many likes your video posts received
- Comments - How many comments your video posts received
- Shares - How many shares your video posts received
Instagram Story Metrics 📱
Stats Available -
- Story Views - The number of times your Instagram stories have been viewed by people. A view is registered as soon as someone taps on your story.
- Reach - The number of unique accounts that viewed your stories
- Tap Back - The number of times people have tapped back to view the previous story when viewing your story
- Tap Forward - The number of times people tapped forward on the next story when viewing your story
- Exit Story - The number of times people have exited your story before viewing the whole story
Link Clicks Over Time 📈
This section displays the total number of link clicks on posts across your entire account. Users have the flexibility to toggle an option that allows them to view link clicks specifically for posts published within that same date range.
Global Link Clicks 🌍
Users can see the locations of where their link clicks have come from. This is only available if the person has location services turned on and is accurate.
Brand Sentiment ✨
This area looks at the public comments on posts, any mentions to your page and DMs on your pages over the report's date range. This section is useful in understanding how people feel about the content you are posting. This is segmented into the following sections:
- Positive
- Semi Positive
- Neutral
- Semi Negative
- Negative
To determine sentiment, Orlo looks at the words within the whole text and scores this to produce the sentiment.
This area, also reports the number of inbound messages per network which is great for seeing where you are getting the most traffic on your social media channels.
Follower Count 🔢
This area breaks down the number of followers per channel and the gender breakdown across all of the channels that you have included in the report.
This metric is a combination of limited information on the gender of customers and best assumptions based on things like user name, we understand this metric isn't inclusive, so we recommend approaching this one with caution.
Account Engagement 💓
This area is looking at the number of posts you have published vs the number of messages you have received on your account. This includes the number of comments, DM's, tags in posts, and mentions on your page. This area allows you to see if your content is starting conversations between your followers and your organisation.
Top Times to Post ⌚
The top times to post out grid shows you the days and times when you are getting the best engagement for your social media posts. We show this across all accounts, however, you can toggle this to each network to see if the top times differ (which is great for a channel strategy approach).
The scoring system is based on engagement such as clicks, comments, likes and shares on your post scoring from 0-100. The post that receives the highest engagement during the reporting period will be assigned a score of 100, while all other posts will receive scores based on their engagement levels relative to this highest score.
Top Posts 🏆
In the Marketing Report, you can view your top posts, which is great for seeing what content is working across your social channel and helping inform content decisions moving forward.
Users can toggle between the different metrics and pull up their top 10 posts for this metric. The different toggle options are for Clicks, Comments, Likes, Shares, Reach and Impressions. You can also look at this for all networks for each network individually to see if content types differ per channel.
Recommendation 💡
To see how often Orlo receives data from each network, take a look at our Analytics Refresh guide.