Engagement

Engagement is a measure of how people are interacting with your social media accounts and content. 
The term can cover a broad range of actions across all social platforms, including comments, likes, shares and more.

In the following table you will find a list of the values we receive from the individual networks and further information.

Platform	What’s Measured	Included Formats	Delay
Facebook	Shares, likes, comments, post clicks, reactions  Post impressions are NOT included.	Post, slideshow, carousel, album, reel Stories and live content are not included	Depending on the age of the post: up to 1 day: 1 hour up to 7 days: 12 hours up to 30 days: 24 hours Older than 30 days: 30 days
Instagram Business	Shares, likes, comments, saves This value is aggregated through all posts of the channel	Images, stories, reels & videos	Depending on the age of the post: Just now: 10 minutes up to 1 day: 1 hour up to 7 days: 12 hours up to 30 days: 24 hours Older than 30 days: 30 days
LinkedIn	Shares, likes, comments, post clicks LinkedIn Private profile data is not available via the LinkedIn API	all organic formats no paid content	around 12 hours
TikTok	Shares, likes, comments	organic videos including videos with the "only show in ads" option enabled	24 - 48 hours
THREADS	Shares, likes, comments Shares are the sum of reposts and quotes	Text-, image-, video-, carousel posts.	Depending on the age of the post: Just now: 10 seconds Up to 2 days: 10 minutes Up to 7 days: 2 hours Up to 30 days: 10 hours Older than 90 days: 48 hours
X	Shares, likes, comments	All formats	Depending on the age of the post: up to 1 day: 3 hours up to 7 days: 12 hours up to 30 days: 24 hours Older than 30 days: 30 days

Why do our metrics sometimes differ from platform analytics? 

The platforms never provide us with the values immediately. The data on the platforms is therefore often more up-to-date than our numbers.

Some specific scenarios:

Facebook: 
We add up exact numbers, so discrepancies aren't directly expected. However, only the data from the last two years is available, which could again cause differences. 

Also, engagement metrics on the platform might include impressions, unlike our calculations. We determine engagement by totaling engagement for each post in the channel, which might not match Facebook's metrics precisely.