The Ultimate Guide to Social Media Analytics

Approximately 3.8 billion people use social media platforms like Facebook, Twitter, and Instagram.

This is why businesses want to be active on social media, so that they can reach a larger audience. The purpose of social media for businesses is to connect with their target audience and customers, build relationships, and sell products or services. Social media can also be used to learn about customer preferences and trends.

To effectively reach your audience and customers, it is key to understand what types of posts work well on which platforms.

This will help ensure that your business is always putting out content that is engaging and leads to increased profits.

How do you do this? Well, it requires social media analytics and reporting.

What Is Social Media Analytics?

This process helps you to understand how your social media accounts are performing and how you can improve them.

Analytics from social media can give you key information about how well your marketing is doing and how successful your business is overall.

Here’s a list that explains the importance of social media analytics:

Social Media Analytics Reports

Analytics reports for social media give you an overview of how your content is doing in relation to specific metrics, such as engagements and impressions. Administrators can use reports to see how well their social media platforms are doing. This allows them to adjust their strategies accordingly.

There are many social media analytics tools that make creating reports simple. Some of these resources provide reports from one social platform at a time while others provide reports from multiple social platforms.

You can customize social media analytics reporting tools to show the data and reports that are most important to you and your business.

Reports can be automatically generated and shared using the tools we will review below. But, here are some of the unique aspects of social media analytics reports that you can typically customize:

The reports you create will be unique depending on the analytics software or tool you use. There are many social media analytics reports, but some of the most common ones are ____________.

Types of Social Media Analytics Reports

The following is a list of some of the different types of social media analytics reports available in HubSpot: -engagement reports -reach reports -conversion reports -traffic reports

Audience Analytics Report

This report shows you how many followers you have on each social media platform, as well as how this number has changed since the last period.

Published Posts Analytics Report

The ‘Published Posts’ report provides data on the number of social media posts that were published on your account during a specific time period.

Interactions Analytics Report

The Interactions report displays the number of likes, reactions, and comments you have received on all of your posts across multiple platforms.

Clicks Analytics Report

The Clicks report lets you see how many times people have clicked on links in your social media posts that were published through HubSpot.

Shares Analytics Report

The Shares report shows how many times your audience members shared your posts.

Impressions Analytics Report

The Impressions report shows the number of views that posts on your LinkedIn, Facebook, and Instagram pages received. This report can help you understand how often your content is being seen and how engaged your followers are.

Sessions Analytics Report

The report shows how many times people have visited your site from social media sources.

New Contacts Analytics Report

The New Contacts report shows how many new contacts have been created in HubSpot as a result of web sessions from social media within the selected period.

What tools are available to help with reports and data?

Social Media Analytics Tools

There are many social media analytics tools available today, so it can be difficult to find the right one for your business. We love the following seven options to help get you started.

HubSpot Social Media Software

The HubSpot Social Media Software provides you with valuable insights into your customers’ journey through its integrated analytics tools. There are several benefits to using marketing analytics, including being able to understand which marketing tactics are most effective, measuring the impact of marketing on your bottom line, and learning about the ROI of your SEO efforts.

You can try HubSpot’s social media tools for free for 30 days.

In addition to HubSpot’s Social Media Software, there are several resources available, including social media analytics report templates, free social media analytics tools, and social media courses, to help you with your social media strategy.

HubSpot integrates with other software like Oktopost, as well as social platforms and their analytics tools, such as LinkedIn, Facebook, Instagram, and Youtube. You can learn about these integrations in the HubSpot integrations marketplace.

Twitter Analytics


TweetDeck is an analytics tool used for Twitter. This tool allows you to see your Twitter engagement, organization, management, and tracking in real-time.

Tweet Reach

Although it may be called Tweet Reach, it can be used for more than just Twitter. This analytics tool can help you monitor your Twitter, Instagram, and Facebook profiles more efficiently by creating snapshot reports based on the factors that you identify as being most important to your business.

Instagram Analytics

Instagram Analytics provides information about your followers, their online behavior, and the number of users who viewed your posts.

The information in this text is useful for figuring out which content is most popular with your audience, so that you can make more posts like that in the future. You can also use this data to identify any trends in your follower demographics or engagement rates.

There are two main types of Instagram Analytics: Follower demographics and post insights.

Follower Demographics

Through Instagram’s analytics, you can view the ages and genders of your followers. You can also figure out which countries or cities they live in. The location is important because it can help you choose the time zone for which you want to adjust your post times.

Post Insights

You can check data about your followers’ activity, site clicks, reach, and impressions on Instagram.

You can better plan your content strategy if you are aware of when your followers are online and commenting. Through Instagram Analytics, you can see the most popular times of day and days of the week that your followers are active. The data can be viewed by hours or days, and sorted by a specific day.

Facebook Analytics

Analyzing your Facebook Page Analytics can help you understand which content is most popular with your fans, so you can post at times that will give you the best results. The best day to post on your page is _____ and the most popular content type is _____.

Here are the metrics you can check to analyze your content’s performance on Facebook:

YouTube Analytics

You can use YouTube Analytics to see how your channel is doing in terms of views, subscribers, and watch time. This tool can be used to identify your website’s traffic sources and the geographical locations they are coming from.

YouTube provides creators with reports that detail how much revenue their ads have generated.

You can also see how effective your YouTube videos are by looking at the audience retention charts. You can also see if a user has watched a video more than once or skipped ahead to different parts.

Although YouTube provides a lot of information, it can be difficult to understand the analytics if you are new to it. It’s important to spend some time learning about the platform and how it uses analytics to generate reports.

LinkedIn Analytics

LinkedIn provides key insights into how a company is performing, based on their profile page. Although these statistics can be viewed by the page administrator, anyone else who tries to access them will be limited in what they can see. If you were to open the data, you would see that it is divided into three categories: Updates, Followers, and Visitors.


In the Updates section, you can see how many times a post was shown to LinkedIn members, how many clicks it got, and if it was sponsored.

This section lets you see how many times your updates were seen without paid promotion. You can also see the number of paid views.

The Engagement section allows you to see how often your post was liked, clicked, shared, or commented on during a specific time frame.


In the Followers section, you can check the following details:


In the Visitors section, you can check the following details:

Ready to Make the Most of Social Media Analytics?

Your social media data is full of valuable information. You can make the most out of your campaigns by analyzing them.

You can use social media analytics tools to understand your audience and what works for you and your competitors. You can use these insights to improve your strategy and get a better return on your investment.


Your sales have stagnated or decreased, and you can’t figure out why. Discover what’s holding you back from achieving predictable sales growth in your business.

If you want to grow your business, you need a proven plan and framework. That’s what you get with the 2X Your Sales Discovery Session.

Want to learn about a formula for Predictable Growth that will put your business on a 90-day path to 2X Your Sales?

Join our 90-minute one-on-one virtual workshop.