Benchmarking metrics & dimensions glossary

Updated

20 hours ago

Have you ever been confused about what a data point in your Benchmarking dashboard means? This article will take you through all the metrics and dimensions which are currently present in Benchmarking, what they mean, and which sources are supported by each of them.

This document is intended to provide Sprinklr users with an understanding of what dimensions and metrics exist in the Benchmarking module. Each "Report" name illustrates the kinds of dimensions and metrics that can be combined to produce a graph or a table. Next, to each dimension and metric, Sprinklr has provided a definition to help you understand what each item means and, in many cases, how to use it.

Note: The sources' names in the column of metrics & dimensions are denoted in short form, for example –

FB = Facebook
IG = Instagram
TW = Twitter
TCH = Twitch
QU = Quora
SW = Sina Weibo
VK = VKontakte
YT = YouTube (the data for YouTube will be visible in the YouTube standard dashboard only)

Metrics

Metrics are the data points that you plot against a dimension. These are individual measurements of account, post, or user activity, such as Followers, Likes, Comments, Shares, Video Views, or Volume of Published Messages.

The definition of each metric along with the supported sources is listed below –

Metric	Definition	Supported Sources
Metric	Definition	FB	IG	TW	TCH	QU	SW	VK
% Paid Posts	Ratio of Paid posts (as predicted by AI) to overall posts from Brand pages	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Count (Active + Inactive)	The total number of accounts originally added to the brand. Includes both active & inactive accounts	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Daily Unique Participation	The number of unique users engaging with the account per day (likes, comments, shares). Note: This metric does not account for Twitter favorites, since we cannot access the unique users who have favorite-d tweets.	No	No	Yes	No	No	No	No
Account Earned Impression Rate	Account Earned Impressions / Followers. This is a measure of how many earned impressions, on average, have resulted from each follower.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Earned Impressions	The number of social accounts that could potentially see a company or brand's communications from shared posts such as re-posts and retweets. This number is multiplied by a factor of (1.0 + 0.013 * (1.0 / 3.0)) which represents a generally accepted virality score to account for other users that might have also seen the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Earned Likely Impressions	The sum of Post Earned Likely Impressions for all posts from the associated account	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Followers	This is a Sprinklr common metric to total all of the various types of "followers" across social networks. It pinpoints the number of followers at the time of your post. For Facebook Global Pages we subtract the follower count of child pages to show only the followers of the global page. As a result, followers count may not exactly match a follower number that appears natively.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Normalized Audience	Number of followers of an account between values: 75,000 to 2,500,000	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Owned Impression Rate	Account Owned Impressions / Followers. This is a measure of how many earned impressions, on average, have resulted from each follower.	Yes	Yes	Yes	Yes	No	Yes	Yes
Account Owned Impressions	The number of social accounts that could potentially see a company or brand's communications from its followers.	Yes	Yes	Yes	Yes	No	Yes	Yes
Account Owned Likely Impressions	The number of social accounts that could potentially see a company or brand's communications from its followers. This number is multiplied by a factor of (1.0 + 0.013 * (1.0 / 3.0)) which represents a generally accepted virality score to account for other users that might have also seen the message.	Yes	Yes	Yes	Yes	No	Yes	Yes
Account Total Engagements	Account Total Engagement is the sum of engagements for an account per day. This will also include engagements on posts published outside the selected time range	Yes	Yes	Yes	No	No	Yes	Yes
Account Total Impression Rate	Total Account Impressions / Followers. This is a measure of how many total impressions, on average, have resulted from each follower.	Yes	Yes	Yes	Yes	No	Yes	Yes
Account Total Impressions	The total number of social accounts that could potentially see a company or brand's communications either directly or through messages such as re-posts and re-tweets. This combines Owned and Earned Impressions.	Yes	Yes	Yes	Yes	No	Yes	Yes
Account Total Likely Impressions	The sum of Account Owned Likely Impressions and Account Earned Likely Impressions	Yes	Yes	Yes	Yes	No	Yes	Yes
Accounts Count	The number of accounts added within a Brand which match the applied filters. Does not include any accounts that are deactivated	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Active Brands Count	The number of active brands within a Brand Group which match the applied filters.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Average Engagement Rate per Post	Average Engagement Rate (%) Per Post = Average Engagements per Post / Average of followers at Post Time x 100	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Average Engagements per Post	Average Engagements Per Post = Total Engagements / Volume of Published Messages	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Brand Messages Count	The number of outbound messages that have been published by the brand page. This metric can be used with dimensions like Message Subtype	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Comment Rate	The number of Post Comments / Followers at Post Time.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Count of Negative Fan Comments	The total number of fan comments that are categorized with negative sentiment.	Yes	No	No	No	No	No	No
Count of Positive Fan Comments	The total number of fan comments that are categorized with positive sentiment.	Yes	No	No	No	No	No	No
Efficiency	This metric is a measure of how efficient a Brand's promotion strategy is at increasing engagement on its posts vs. its organic strategy.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Engaged Audience Rate	Total number of Engagements divided by the Total Estimated Reach of Posts	Yes	Yes	Yes	No	Yes	Yes	Yes
Engagement Rate	Total Engagements / Average of followers at Post Time. This is a measure of what portion of an account's follower base engaged with the post.	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in AUD	Estimated amount Spent in AUD for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in CAD	Estimated amount Spent in CAD for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in CHF	Estimated amount Spent in CHF for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in CNY	Estimated amount Spent in CNY for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in CZK	Estimated amount Spent in CZK for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in DKK	Estimated amount Spent in DKK for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in EUR	Estimated amount Spent in EUR for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in GBP	Estimated amount Spent in GBP for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in INR	Estimated amount Spent in INR for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in JPY	Estimated amount Spent in JPY for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in NOK	Estimated amount Spent in NOK for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in NZD	Estimated amount Spent in NZD for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in PLN	Estimated amount Spent in PLN for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in RUB	Estimated amount Spent in RUB for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in SEK	Estimated amount Spent in SEK for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in TRY	Estimated amount Spent in TRY for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Equivalent Media Value in USD	Estimated amount Spent in USD for equivalent media value	Yes	Yes	Yes	No	Yes	Yes	Yes
Estimated Post Reach	This is a Sprinklr common metric that is the estimated number of users that have seen a post over the lifetime of the post.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Estimated Post Reach Trend	The estimated number of users that have seen a post over the lifetime of the post, either directly through followers or through shares and Retweets. It is calculated as the sum of the audience size of brand accounts posted, plus the sum of audience sizes of sharers/Retweeters of brand posts. This is a trend metric, presenting a value by the date of engagement.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Facebook Account Likes	The number of people that liked the Facebook page	Yes	No	No	No	No	No	No
Facebook Post Angry	Total Facebook Angry Reactions	Yes	No	No	No	No	No	No
Facebook Post Angry Trend	Facebook Angry Reactions. This is a trend metric, presenting a value by the date of engagement.	Yes	No	No	No	No	No	No
Facebook Post Comments + Replies	The sum of comments and replies across the Facebook pages	Yes	No	No	No	No	No	No
Facebook Post Comments + Replies Trend	The sum of comments and replies across the Facebook pages. This is a trend metric, presenting a value by the date of engagement.	Yes	No	No	No	No	No	No
Facebook Post Haha	Total Facebook Haha Reactions	Yes	No	No	No	No	No	No
Facebook Post Haha Trend	Facebook Haha Reactions. This is a trend metric, presenting a value by the date of engagement.	Yes	No	No	No	No	No	No
Facebook Post Love	Total Facebook Love Reactions	Yes	No	No	No	No	No	No
Facebook Post Love Trend	Facebook Love Reactions. This is a trend metric, presenting a value by the date of engagement.	Yes	No	No	No	No	No	No
Facebook Post Sad	Total Facebook Sad Reactions	Yes	No	No	No	No	No	No
Facebook Post Sad Trend	Facebook Sad Reactions. This is a trend metric, presenting a value by the date of engagement.	Yes	No	No	No	No	No	No
Facebook Post Wow	Total Facebook Wow Reactions	Yes	No	No	No	No	No	No
Facebook Post Wow Trend	Facebook Wow Reactions. This is a trend metric, presenting a value by the date of engagement.	Yes	No	No	No	No	No	No
Fan Messages	Fan Messages include all comments, replies and mentions made by a fan on the brand's account page.	Yes	No	Yes	Yes	Yes	Yes	No
Fan Messages Not Replied Count	Count of Fan Messages on which the brand has not yet replied	Yes	No	Yes	Yes	Yes	Yes	No
Fan Messages Replied Count	Count of Fan Messages on which the brand has replied	Yes	No	Yes	Yes	Yes	Yes	No
Followers Count	Number of people following the account. Note: For Facebook Global/Regional Pages, please use the Global Facebook Followers metric.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Followers Per Post at Post Time	The number of followers of Brand at the time a post is published by the brand page	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Global Facebook Followers	The number of global Facebook followers (sum of child & parent pages)	Yes	No	No	No	No	No	No
Hashtags Count	The number of Twitter hashtags used in posts by the Brand	Yes	Yes	Yes	Yes	No	Yes	Yes
Like Rate	Post Likes / Followers at Post Time. This is a measure of what portion of an account's follower base liked the post.	Yes	Yes	Yes	No	Yes	Yes	Yes
Message Count	The total number of messages for an account including inbound and outbound messages.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Non-Promoted Post Count	AI-detected metric which gives the number of posts likely to not have been promoted by the Brand	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Normalized Audience At Post Time	Number of followers at post time normalized between values: 75,000 to 2,500,000
Organic Efficiency	This metric is a measure of how efficient a Brand's organic publishing is at increasing engagement without the benefit of promotion. It is calculated as Total Organic Engagement / Non-Promoted Post Count.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Paid Post Amount Spent in AUD	Estimated amount Spent in AUD for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in CAD	Estimated amount Spent in CAD for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in CHF	Estimated amount Spent in CHF for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in CNY	Estimated amount Spent in CNY for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in CZK	Estimated amount Spent in CZK for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in DKK	Estimated amount Spent in DKK for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in EUR	Estimated amount Spent in EUR for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in GBP	Estimated amount Spent in GBP for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in INR	Estimated amount Spent in INR for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in JPY	Estimated amount Spent in JPY for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in NOK	Estimated amount Spent in NOK for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in NZD	Estimated amount Spent in NZD for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in PLN	Estimated amount Spent in PLN for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in RUB	Estimated amount Spent in RUB for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in SEK	Estimated amount Spent in SEK for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in TRY	Estimated amount Spent in TRY for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Paid Post Amount Spent in USD	Estimated amount Spent in USD for promoted post	Yes	Yes	Yes	No	Yes	Yes	Yes
Peak Live Views		No	No	No	Yes	No	No	No
Post Comments	This is a common metric that calculates the sum of various types of "comments" across social networks. These include Facebook Post Stream Comments, Twitter reply, G+ Post Comments, YouTube video comments, and Instagram post comments.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Comments Trend	The is a Sprinklr common metric that totals the various types of "comments' ' across social networks. These include: Facebook Post Stream Comments, Twitter reply, G+ Post Comments, Youtube video comments, Linkedin company page comments, and Instagram post comments. This is a trend metric, presenting a value by the Date of engagement. Note: Because the data set in Benchmarking is different than in Reporting Insights, this definition differs slightly than Reporting Insights.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Earned Impression Rate	This is a measure of how many post earned impressions, on average, have resulted from each follower. Assuming there are two social accounts who commented on the brand post, it is calculated as the Post Earned Impressions divided by the Number of Followers of the Brand Account.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Earned Impressions	The number of social accounts that could potentially see a post via re-posts and retweets, comments, shares, etc.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Earned Likely Impressions	The number of social accounts that would likely see a post by sharing it via re-posts and retweets. This number is multiplied by a factor of (1.0 + 0.013 * (1.0 / 3.0)) which represents a generally accepted virality score to account for other users that might have also seen the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Likes	This is a Sprinklr common metric that totals "likes" across various social networks. It includes: Facebook post stream Likes, G+ post +1s, and YouTube video likes	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Likes & Reactions	This is a Sprinklr common metric that totals "likes" across various social networks. It includes Facebook Post Stream Likes, G+ Post +1s, and YouTube video likes. Note: This differs from Reporting Insights in that Twitter favorites are not included.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Likes & Reactions Trend	This is a Sprinklr common metric that totals "likes" across various social networks. It includes Facebook Post Stream Likes, G+ Post +1s, and YouTube video likes. This is a trend metric, presenting a value by the Date of engagement. Note: This differs from Reporting Insights in that Twitter favorites are not included. Because the data set in Benchmarking is different from Reporting Insights, this definition differs slightly from Reporting Insights.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Likes Trend	This is a Sprinklr common metric that totals "likes" across various social networks. It includes: Facebook post stream Likes, G+ post +1s, YouTube video likes. This is a trend metric presenting a value by the date of engagement.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Owned Impression Rate	This is a measure of how many post owned impressions, on average, have resulted from each follower. Here, followers are the social accounts following the account of the brand. It is calculated as the Post Owned Impressions divided by Number of Followers of the Brand Account.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Owned Impressions	The number of times a post is viewed by the social accounts following the brand.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Owned Likely Impressions	The number of social accounts that would likely see a company or brand's communications from its followers. This number is multiplied by a factor of (1.0 + 0.013 * (1.0 / 3.0)) which represents a generally accepted virality score to account for other users that might have also seen the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Shares	This is a Sprinklr common metric that totals the various types of "shares" across social networks. It includes: Twitter Post Retweets and Facebook Post Stream Shares	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Shares Trend	This is a Sprinklr common metric that totals the various types of "shares" across social networks. It includes: Twitter Post Retweets and Facebook Post Stream Shares. This is a trend metric, presenting a value by the Date of Engagement. Note: Because the data set in Benchmarking is different than in Reporting Insights, this definition differs slightly from Reporting Insights.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Total Actions Trend	The number of social actions—including posts, comments, likes, shares, and mentions—in a brand's ecosystem of accounts. This is a trend metric presenting a value by the date of engagement.	Yes	Yes	Yes	No	Yes	Yes	Yes
Post Total Impression Rate	This is a measure of how many Post total impressions, on average, have resulted from each follower. Total followers include the brand account followers and followers of each user. It is calculated as the Total Post Impressions divided by Total Followers.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Total Impressions	The total number of social accounts that could potentially see a post either directly or through messages such as re-posts and re-tweets.This is the sum of Post Owned Impressions and Post Earned Impressions.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Post Total Likely Impressions	This is the sum of post-earned likely impressions and post-owned likely impressions.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Promoted Efficiency	This metric is a measure of how efficient a Brand's promotion strategy is at increasing engagement on its posts. It is calculated as the Total Paid Engagement / Promoted Post Count.	Yes	Yes	Yes	No	Yes	Yes	Yes
Promoted Post Count	The number of posts that are likely to have been promoted by the Brand.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Quoted Status Count	Count of the quoted status of a message.	Yes	No	No	No	No	No	No
Quoted Status Count Trend		Yes	No	No	No	No	No	No
Reach Rate	It is the measure of the portion of an account's follower base who have seen a post over the lifetime of the post either directly through followers or through shares/Retweets. (Estimated Post Reach / Followers at the time of Posting)	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Response Rate	No. of Fan messages replied to by a Brand / No. of fan messages on a brand post	Yes	No	Yes	No	No	No	No
Response SLA	The response time adjusted for SLA. An associated SLA Preset must be selected on the widget.	Yes	No	Yes	No	No	No	No
Share Rate	A measure of the portion of account's follower base who have shared the created post. (Total no. of shares on a post / Total no. of followers of the creator at the time of post)	Yes	No	Yes	No	Yes	Yes	Yes
Total Engagements	Total Engagements is a common metric that combines Post Likes + Post Comments + Post Shares + Post Dislikes. This does not include engagements on posts published outside the selected time range. Note: Because the data set in Benchmarking is different than in Reporting Insights, this definition differs slightly from Reporting Insights.	Yes	Yes	Yes	No	Yes	Yes	Yes
Total Engagements Trend	Total Engagements is a common metric that combines Post Likes + Post Comments + Post Shares + Post Dislikes. This is a trend metric, presenting a value by the Date of Engagement. Note: Because the data set in Benchmarking is different than in Reporting Insights, this definition differs slightly than Reporting Insights.	Yes	Yes	Yes	No	Yes	Yes	Yes
Total Organic Engagements	Total shares (or retweets for Twitter) + Total Likes + Total Comments for posts that have not been identified as promoted. This metric is the opposite of Total Paid Engagements, which calculates this same metric for paid posts only.	Yes	Yes	Yes	No	Yes	Yes	Yes
Total Paid Engagements	The total number of engagements from posts that are likely to have been promoted. This metric is the opposite of Total Organic Engagements, which calculates this same metric for posts that have not been identified as promoted. Note that Paid Post detection is AI-driven.	Yes	Yes	Yes	No	Yes	Yes	Yes
Unique People	The number of unique people who have sent messages.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Video Duration	Duration of the video. This is applicable to Twitch.	No	No	No	Yes	No	No	No
Video Views	Total number of views on a Video	No	No	No	Yes	No	No	No
Video Views Trend	The count of views associated with a Video. It presents values by the Date of engagement and acts as a Trend metric	No	No	No	Yes	No	No	No
Volume of Fan Messages Replied	Number of messages to which the brand replied	Yes	No	Yes	No	No	No	No
Volume of Fan Messages Replied Outside SLA	Those fan messages which have been replied by brand but didn't meet the SLA preset objective and compliance target.	Yes	No	Yes	No	No	No	No
Volume of Fan Messages Replied Within SLA	The number of messages to which you replied that are within your SLA. This metric should only be used in conjunction with selecting an SLA preset.	Yes	No	Yes	No	No	No	No
Volume of Published Messages	The number of outbound messages that have been published.	Yes	Yes	Yes	Yes	Yes	Yes	Yes

Dimensions

Define how you want your data to be grouped and visualized. These are used to aggregate metric data, such as the Date on which the user activity occurred or the account where the engagement occurred.

The definition of each dimension along with the supported sources is listed below –

Dimension	Definition	Supported Sources
Dimension	Definition	FB	IG	TW	TCH	QU	SW	VK
Account	The name of the social network account.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Bio	Mentioned biography on the brand's account. Applicable sources are Twitter, Facebook, and Instagram	Yes	Yes	Yes	No	No	No	No
Account Handle	Social media handle of the user (usually preceded by @)	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account Earned Impression Rate	Account Earned Impressions / Followers. This is a measure of how many earned impressions, on average, have resulted from each follower.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account ID	Unique ID for the user account as shared by the social network	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account URL	URL to the social network page of the account	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Account UserID	Unique ID associated with the account	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Brand	The name of the Brand.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Brand Category	This dimension is used to filter all your brands and/or all your competitors’ brands for comparison. It has two values – My Brand and Competitor's Brand. This categorization is useful to compare your supported brands with your competitors’ brands.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Brand Group	The name of the Sprinklr Benchmarking Brand Group. Created within Administration Settings, Brand Groups are a custom collection of Brands.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Consumer Equity – Level 1	AI identified potential consumer equity issues.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Consumer Equity – Level 2	Subcategories of AI identified potential consumer equity issues.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Content Theme	51 AI-identified Content Themes, depicting the main theme and idea of the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Content Theme Phrases	The phrases extracted from a message contributing towards the Content Theme.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Content Tone	28 AI-identified Content Tones, expressing authors' feelings behind the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Content Tone Phrases	The phrases extracted from a message contributing towards the Content Tone.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Conversation Message	This dimension fetches all the messages made by the author and its followers about the brand.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Country	The user-provided or Sprinklr-identified country of origin of the message. For Blogs/Blogs Comments, this displays the country associated with the top-level domain.	No	No	Yes	No	No	No	No
Customer Journey Stage	Customer Journey Stages represent the common marketing funnel categories for a purchase path. They typically include: Awareness, Consideration, Conversion, Loyalty, etc.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Date	The calendar Date on which the activity occurred.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Day Of Week	The name of the day of the week on which the activity occurred.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Emotion Category	AI-identified emotion category for the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Entities – Brand Category	AI-recognised Brand Category Entities.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Entities – Organization	Detect brands from mapped brands, from within the messages	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Entities – Organization (Variations)	Detect brands and their name variations from mapped brands, from within the messages	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Fan Message Category	Fan message is classified as a compliment, complaint, leads, inquiry, or others.	Yes	No	Yes	Yes	Yes	Yes	Yes
Global Insights Category	This is an AI enriched model which gives insights related to messages and products of a brand. Service Quality and Satisfaction, Product Performance And Quality, Pricing and Charges, Safety, And Security, Customer Churn, etc. these are some buckets.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Global Insights Category Sentiment	It displays the sentiment detected in the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Hashtags	Hashtags (#) used within message text.	Yes	Yes	Yes	Yes	No	Yes	Yes
Inbound Message Date	The date on which the inbound message was posted.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Industry	Name of the industry the brand belongs to.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Intuition Brand Category	The inbound posts are categorized into pre-determined categories like Food & Beverages, Appliances, etc.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Is Fan Message Engaging	An AI dimension which predicts whether the message is engaging.	Yes	No	Yes	No	No	No	No
Key Objective	AI-identified key objective of the message. This depicts the purpose a message is aiming to achieve.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Language	Sprinklr-identified language of the message.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Media Type	Sprinklr automatically interprets the contents of your message according to the following types – PHOTO, VIDEO, LINK, ALBUM, PDF, DOCUMENT, PRESENTATION, MIXED, AUDIO, GRAFFITI, OFFER, EVENT, TEXT.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Mentions	Mentions a company or brand received on Twitter.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Message	The message text for all inbound messages that match the selected filters.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Message Author Type	Answers the questions of whether the post published was via a Brand or a Fan. This dimension can only be used in conjunction with the Measurements of Inbound Count, Message Count, or Unique People.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Message Source	Name of the source from where the message was published.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Message Subtype	Sprinklr automatically interprets the contents of your message according to the following types – PHOTO, VIDEO, LINK, ALBUM, PDF, DOCUMENT, PRESENTATION, MIXED, AUDIO, GRAFFITI, OFFER, EVENT, TEXT.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Message Type	The specific type of message based on the social network.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Month of Year	The name of the calendar month on which the activity occurred.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Parent Industry	This dimension groups similar values from the Industry dimension into the designated single parent industry.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Parent Message	Indicates the type of message of the parent of the post to the inbound message. See Message Type for an explanation of available types.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Parent Message Author Type	The Parent Message Author Type field answers the questions of whether the original message that comment was published in response to was published via an Account (a Brand post) or from another user (a Fan post). When this field displays "Brand" it means the Parent post was a Brand post. When this field displays "Fan" it means the Parent post was a Fan post.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Parent Message Type	Indicates the type of message the parent post to the inbound message. See Message Type for explanation of available types.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Photo Activity	AI-powered identification of the activity within a photo mention.	Yes	Yes	Yes	No	No	Yes	Yes
Photo Brand	AI-powered identification of the brand within a photo mention	Yes	Yes	Yes	Yes	No	Yes	Yes
Photo Gender	AI-powered identification of the gender within a photo mention	Yes	Yes	Yes	Yes	No	Yes	Yes
Photo Inappropriate Content	Inappropriate Content identified within a photo	Yes	Yes	Yes	Yes	No	Yes	Yes
Photo Object	AI-powered identification of the general objects within a photo mention	Yes	Yes	Yes	Yes	No	Yes	Yes
Photo Primary Color	Primary colors identified within a photo mention	No	No	No	No	No	No	No
Photo Scene	AI-powered identification of the scenes within a photo mention	Yes	Yes	Yes	Yes	No	Yes	Yes
Photo Visual Sentiment	Sentiments identified within a photo mention	Yes	Yes	Yes	Yes	No	Yes	Yes
Priority	Priority associated with the message case	No	No	No	No	No	No	No
Promoted Post	Indicates that a post was likely to have been promoted. This determination is not time-bound and will be true for any post where the algorithm determines its engagement activity is anomalous to the normal Brand's engagement activity at any time in its lifetime and therefore is likely to have been promoted.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Quoted Status Count Trend Media Type	Sprinklr automatically interprets the contents of your message according to the following types – PHOTO, VIDEO, LINK, ALBUM, PDF, DOCUMENT, PRESENTATION, MIXED, AUDIO, GRAFFITI, OFFER, EVENT, TEXT.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Replied Post	The text of the response to an incoming message.	Yes	No	Yes	No	No	No	No
Reputation Pillars – Level 1	AI-powered analysis of fan messages to identify fan perception, emotions, and sentiment across brand reputation pillars	Yes	No	Yes	No	No	No	No
Reputation Pillars – Level 2	AI-powered analysis of fan messages to identify fan perception, emotions and sentiment across brand reputation pillars	Yes	No	Yes	No	No	No	No
Sentiment	AI-detected message sentiment	Yes	Yes	Yes	Yes	Yes	Yes	Yes
SLA Frequency	Distribution of intervals in which messages were responded.	Yes	Yes	Yes	yes	Yes	Yes	Yes
Social Network	The name of the social network.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Status	The value in the Status field of each message.
Time of Day	The hour of the day on which the activity occurred. This is generally displayed according to the 24-hour clock and should display based on the timezone of the Sprinklr user.	Yes	Yes	Yes	Yes	Yes	Yes	Yes
Twitch Account Type	Defines whether a Twitch account is a channel or a game account.	No	No	No	Yes	No	No	No
Twitch Channel Account	Name of the Twitch Channel Account matching the applied filters	No	No	No	Yes	No	No	No
Twitch Game Account	Name of the Twitch Game Account matching the applied filters.	No	No	No	Yes	No	No	No
US State	The state within the United States of America from which the message originated (user-provided or Sprinklr-identified).	No	No	No	No	No	No	No
Workspace Queue	The name of the Client Queue.	No	No	No	No	No	No	No

Benchmarking metrics & dimensions glossary

Metrics

Dimensions

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