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, reactions, and post clicks.  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	Total number of interactions on the media object.  Exact number of likes, saves, comments, and shares on the reel, minus the number of unlikes, unsaves, and deleted comments.  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	Organic: Number of likes, comments, and shares over impressions. LinkedIn Private profile data is not available via the LinkedIn API	all organic formats no paid content	around 12 hours
TikTok	Interaction on or through any post, the following metrics are pulled by us: likes: shares comments	Public video posts This includes organic videos displayed in the account's profile, as well as "Only show in ads" video posts (video posts used exclusively as ads that do not appear in the TikTok account's profile but are publicly accessible as ads).	24 - 48 hours
THREADS	Sum of comments, shares and likes. 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 and 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.

LinkedIn: 
LinkedIn includes clicks as a form of engagement ("number of organic clicks, likes, comments, and shares over impressions"). Since our engagement calculations currently don't include clicks, this can create discrepancies between our numbers and LinkedIn's analytics.