Social Analytics Common Metrics and Dimensions

Updated 

Introduction

Reporting metrics and dimensions in Sprinklr are tools used to measure the success of social media campaigns and strategies.

Metrics are numerical measurements that quantify performance, such as engagement rate, reach, and impressions. They help businesses understand how well their content is performing and how their audience is interacting with it. Other metrics can be around operational efficiencies like Task count, Campaign Count, etc.

Dimensions, on the other hand, provide context to the metrics by categorizing them into specific groups, such as channels, campaigns, and regions. They help businesses understand how different factors are influencing their performance.

Metrics and Dimensions for Social Analytics

In this article, the following metrics and dimensions are available:

Channel Metrics

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Dimensions

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Metrics

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TikTok

Metric / Dimension Name

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Metric / Dimension Nane

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Metric and Dimensions

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Dimensions

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Common Metrics

Metric
Description
Followers

This is a common Sprinklr metric to total all of the various types of "followers" across social networks.

Social App Tab Visits

The number of visits to the Social App Tab.

Social App Widget Actions

The number of actions taken on a Social Apps widget.

Metric
Description
Click Count Trend

Click Count Trend presents the total clicks for a link included in a post. It can be used in conjunction with Click Type to create charts to show a distinction between clicks by known Bots and non-bots. In addition, it can be used with other dimensions such as Referrer to indicate the referring URL and Country, City or Region to indicate the location of the IP address of the click. It can be used in conjunction with User Agent to get more information about the source of a click, when available, including browser, device, proxy server, etc. This data can only be provided for URLs published via a Sprinklr-managed URL shortener. This is a trend metric, presenting a value by the date of engagement and therefore cannot be associated with a Published Date.

Total Clicks (Bot + Non Bot)

Displays all clicks received on a URL. This metric can be applied at the Account or Post level. Note: Click counts cannot be provided for Auto Imported posts.

Clicks w/ Ref URL

Displays all clicks received on a link that includes a referral URL. This metric can be applied at the Account or Post level. Note: Click counts cannot be provided for Auto Imported posts.

Post Comments

This 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 comment, Slideshare Post Comments, Renren post comments, Tencent Weibo Comments, Weibo Post Comments, VK Group comments, LinkedIn company page comments, Instagram post comments, and Pinterest Pin Comments, Lithium Comments, Jive Discussion Replies & Flickr Photo Comments.


Post Likes and Reactions

This is a Sprinklr common metric that totals "likes" across various social networks. It includes Facebook Post Stream Likes, Facebook Reactions, G+ Post +1s, Twitter favorites, YouTube video likes, Slideshare post Favorites, RenRen post likes, Foursquare Tip Likes, Jive Discussion Likes, VK Group likes, Weibo Post Favorites, Lithium Kudos, LinkedIn Company & Group Post likes, Instagram Post Likes & Pinterest Pin Likes.

Post Reach

Reach is a common metric that totals a number of the metric across social networks to estimate the number of people you might have reached with your messages. This includes Twitter Post Reach, Flickr Photo views, LinkedIn Company Post Impressions, Instagram Business Post Reach and Facebook Post Reach (also called Facebook Impressions_Unique). It does not include data for YouTube, LinkedIn groups, Slideshare, Tencent Weibo, Tumblr, WordPress, Renren, Google, Foursquare, VK, or Sina Weibo.

Engagement Rate

Total Engagements divided by Reach.

Engagement Trend

Total Engagement is a common metric that combines likes + comments + shares. This is a trend metric, presenting a value by the date of engagement.

Estimated Clicks

This metric provides an estimated number of clicks. Many actions can result in a click on a message, such as a person clicking the link in the post, a known search engine or bot crawling the social network to index content, a widget loading a photo from a link on Twitter, etc. Sprinklr's estimated clicks metric shows you all of these clicks except for those that are from a known bot. Previously this was called Filtered clicks or Real Clicks.

Post Shares

This is a Sprinklr common metric that totals the various types of "shares" across social networks. It includes Twitter Post Retweets, Facebook Post Stream Shares, G+ Post Shares, Tumblr notes, Tencent Weibo reposts, VK Group repost, Weibo post reposts, YouTube video shares, LinkedIn Company Post shares & Pinterest Pin Repins.

Reach Rate

Is calculated as Post Reach/followers at post time. This metric is returned as a percentage.

Total Engagements

Total Engagement is a common metric that combines likes that include reactions + comments + shares across all the social media channels.

Followers At Post Time Trend

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. This metric must be used in conjunction with dimensions: Outbound Post, Post Likes, Post Comments, Post Shares, etc. This is a trend metric, presenting a value by the Date of engagement.

Total Clicks ( Bot + Non Bot) Trend

Displays all clicks received on a URL. This metric can be applied at the Account or Post level. Note: Click counts cannot be provided for Auto Imported posts. This is a trend metric, presenting a value by the Date of engagement.

Clicks w/ RefURL Trend

Displays all clicks received on a link that includes a referral URL. This metric can be applied at the Account or Post level. Note: Click counts cannot be provided for Auto Imported posts. This is a trend metric, presenting a value by the Date of engagement.


Post Comments Trend

This 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 comment, Slideshare Post Comments, Renren post comments, Tencent Weibo Comments, Weibo Post Comments, VK Group comments, LinkedIn company page comments, Instagram post comments, and Pinterest Pin Comments, Lithium Comments, Jive Discussion Replies & Flickr Photo Comments. This is a trend metric, presenting a value by the Date of engagement.

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, Twitter favorites, YouTube video likes, Slideshare post Favorites, RenRen post likes, Foursquare Tip Likes, Jive Discussion Likes, VK Group likes, Weibo Post Favorites, Lithium Kudos, LinkedIn Company & Group Post likes, Instagram Post Likes & Pinterest Pin Likes. This is a trend metric, presenting a value by the Date of engagement.

Estimated Clicks Trend

This metric provides an estimated number of clicks. Many actions can result in a click on a message, such as a person clicking the link in the post, a known search engine or bot crawling the social network to index content, a widget loading a photo from a link on Twitter, etc. Sprinklr's estimated clicks metric shows you all of these clicks except for those that are from a known bot. Previously this was called Filtered clicks or Real Clicks. This is a trend metric, presenting a value by the Date of engagement.

Post Shares Trend

This is a Sprinklr common metric that totals the various types of "shares" across social networks. It includes: Twitter Post Retweets, Facebook Post Stream Shares, G+ Post Shares, Tumblr notes, Tencent Weibo reposts, VK Group repost, Weibo post reposts, YouTube video shares, LinkedIn Company Post shares & Pinterest Pin Repins. This is a trend metric, presenting a value by the Date of engagement.

Vanity Url Click Count Trend

Provides an aggregate lifetime click total for a Vanity URL. This metric cannot be associated with a Published Date. Dimensions such as Click Type, Refferer, Country, Region, City can be used in conjunction with this metric.

Volume of Fan Messages Replied

This represents total number of fan messages replied.

Volume of Published Messages

The number of outbound messages that have been published.

Volume of Published Messages from Platform

The number of Outbound Posts published from Sprinklr.

Volume of Messages Resolved    

The volume of messages that have been marked with a resolved status. Resolution status can be edited in Administration > Settings > Status.

Metric

Description

Number of Days

A dynamic date range that denotes the average number of days in the selected date range on the dashboard or the widget.
Number of Weeks
A dynamic date range that denotes the average number of weeks in the selected date range on the dashboard or the widget.
Number of Months
A dynamic date range that denotes the average number of months in the selected date range on the dashboard or the widget.
Number of Years

A dynamic date range that denotes the average number of years in the selected date range on the dashboard or the widget.

Dimension
Description
Custom Property Visibility Scope

Scope is a dimension that can be used to filter a report related to Profile lists. It allows you to filter to fields available either at the Partner or Client level. If you select a partner, it will only present global fields. The purpose is to filter out global custom properties and only show Client properties.

Social Apps Widget

The name of the Social Apps Widget.

Social Apps Widget Action

Indicates the type of action a user can take on a Social App. Values include: Click, Form Submit, Play, Image changed, Event hover, Poll, Gallery view, Participant, Liked, Share, Quiz, Quiz Correct Answer, Quiz Wrong Answer, Unliked, Tweet Click.

Social Apps Widget Type

Indicates the type of widget used on the Social App. Values include: Banner, Form, Geo Map, YouTube, Sweepstake, Poll, Quiz, Photo, Calendar, Facebook Like, Personality quiz, Photo slider, Facebook share, Twitter tweet, Facebook Comments.

Social Apps Source URL

The URL of the Social App location.

Social Stream

The name of monitoring dashboard columns, including persistent searches.

Is Brand Message

Answers the questions of whether the post published was via an Account connected in Sprinklr (a Brand post) or from another user (a Fan post). When this field displays "Brand" it means the post was a Brand post. When this field displays "Fan" it means the post was a Fan post.

Account Group

The name of the Sprinklr Account Group. An Account Group is a collection of Accounts within a Client that can contain multiple social networks. 

Account

The name of the social network Account. If you do not like how this name displays in Reporting, you can edit this in the Administration> Accounts area. When using this dimension in association with case, this will display the name of the Brand account through which the first message associated to the case is grabbed. Messages are ordered in a case based on the time they were associated to the case, not necessarily the date and time the messages were created.

Account ID

The internal Sprinklr ID number associated to the Account.

Client Group

The name of the Sprinklr Client Group, which represents a collection of multiple Clients. 

Client

The name of the Sprinklr Client containing an Account, Account Group, User, Custom Property, etc.

Date

The calendar Date on which the activity occurred.

Day Of Week

The name of the day of the week on which the activity occurred.

Month Of Year

The name of the Calendar Month on which the activity occurred.

Social Network

The name of the social network. This dimension can be used to segment a common metric across multiple social network (e.g.: Total Engagements) or can be used as a filter to limit a widget to display only one type of social network. For Case Reporting, this will list the social network of the first message associated to the case.

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 upon the time zone of the Sprinklr user.

Dimension
Description
Is  Parent Asset
Refers to posts publishing a parent asset.
Is Child Asset

Refers to posts publishing a child asset.

Parent SAM Asset

Shows the corresponding parent asset name for the posts being published with asset.

SAM Unique Parent Count

Shows the count of unique parent assets published.

Is Auto Imported

Indicates that the Outbound Post was originally published natively on the channel and then auto-imported into Sprinklr.

Media Asset

The ID number of the asset within the Sprinklr Social Asset Manager.

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. However, when a Facebook post has a URL with an image, then the Sprinklr platform interprets the media type as an image media type.

Month Of Year

The name of the Calendar Month on which the activity occurred.

Parent Post

Displays the text and media of the original message to which a comment or reply was added. This dimension should be used to filter Outbound Post to determine the original source of the message. This dimension can also be used in conjunction with the "Is Brand Message" or "Is Parent Brand Message" to specifically determine if the Parent post was sent from an Account, or from a fan.

Parent Post ID

The ID number of the original parent message to which the comment or reply was a response.

Permalink

A URL to the specific post as it appears on the social network.

Outbound Post

Displays the text and media of an Outbound Message sent from an Account.

Published Date

The exact date on which the post was published. This dimension should be used on tables next to the dimension Outbound Post. The "date" dimension should be reserved for graphs that require a date along an axis or for plotting trend metrics.

Outbound Post ID

Displays the ID number associated with the outbound published message.

Smart Response Indexes

Gives the index of brand reply on a case. Assuming there are n brand responses, this number indicates the nth brand response.

Link

Full link as published.

Note that on adding this dimension in reporting dashboards, posts with no links present will also populate in the reporting widget.

Post Video Length

Post Video Length is based on the Post Video Duration metric, it defines the duration of Facebook video posts and is divided into the following categories:

  • Not Defined

  • 0 to 3 seconds

  • 3 to 10 seconds

  • 10 to 15 seconds

  • 15 to 30 seconds

  • 30 to 60 seconds

  • 1 to 2 minutes

  • 2 to 3 minutes

  • 3 to 5 minutes

  • 5 to 8 minutes

  • 8 to 10 minutes

  • 10 to 15 minutes

  • 15 to 20 minutes

  • 20 to 30 minutes

  • 30 to 45 minutes

  • 45 to 60 minutes

  • 60 minutes +

Note:

  • Not Defined Category - If the Post Video Duration is 0 or not received from the channel, the data will fall into Not Defined category to account for missing duration details.

  • Best Parctice for Data Validation - For accurate reporting, cross verify by plotting Post Video Length against Outbound Post ID and Post Video Duration.

Dimension
Description
User

The Sprinklr user.

User Group

The name of the Sprinklr user group. You can create and edit User Groups under Platform Settings.

Client Group

The name of the Sprinklr Client Group, which represents a collection of multiple Clients. 

Agent

 The customer care agents engaging with fans, representing the brand.

User Current Status

Shows different stages of the agent’s availability, such as available, unavailable, break, training, coaching, quality review, team meeting.

Login Current Status

Indicates whether the agent is currently logged in/ logged out, at a particular time period/time stamp.

Browser

Indicates what Browser was being used while logging in.

Operating System

Indicates what Operating System was being used when viewing the video or while logging in.

Assigned To User

The user who received the assignment.

Action Time

This denotes the timestamp at which the user action took place.

Assigned To User Group

User Group to whom the message was assigned to.

Current Availability Status

The current availability status of the user. Values include Available, Busy, Not Available, On Break, Meeting, Away, Snooze.

Device Type

Indicates what Device Type was being used when viewing the video or while logging in.

Email

The email address of the user.

Previous Availability Status

The previous User Availability status of the user. This dimension should be used in conjunction with User Availability metrics such as User Login SLA or User Availability SLA to plot time duration (in AVG) or Action Count to count the number of actions.

Session ID

This gives the login session Id for the user.

User Agent

The browser from which the click originated. This dimension can only be used in conjunction with the Click Count metric.

User Clients

This represents all the clients a user belongs to at the time when the macro was applied.

Device Name

Indicates the name of the device being used while logging in or publishing posts. For eg. Galaxy, iPhone 7, etc.

Metric Name

Facebook

Twitter

Instagram

YouTube

TikTok

Impressions

The number of times your Page's post was displayed to a user.


Organic, Paid, Total - Available
The number of times the tweet was viewed.


Organic - Available

Paid, Total - Not Available
The number of times your media object is seen

Organic - Available

Paid, Total - Not Available

Not available for Reels via API
Not available via API

Video Views is supported and is the number of times your video is viewed.

Total - Available

Paid, Organic - Not Available
Not available via API

Video Views is supported and is the number of times your video is viewed.

Total - Available

Paid, Organic - Not Available

Reach

The number of unique people who were shown your Page's post.

Organic, Paid, Total - Available

Not available via API

The number of unique account that have seen your media object

Organic - Available

Paid, Total - Not Available

Not available via API

Total number of unique viewers who viewed the video

Total - Available

Organic, Paid - Not Supported via API

Likes

The total number of likes and reactions on post. Doesn't include likes and reactions on shares of post.

Total - Available

Organic, Paid - Not Supported via API
The total number of likes on your tweet.

Total - Available

Organic, Paid - Not Supported via API
The number of likes your Instagram post has received

Organic - Available

Paid, Total - Not Available

Not available for Stories via API
The total number of likes on your video.

Total - Available

Paid, Organic - Not Available
The total number of likes the video has received​​​

Total - Available

Organic, Paid - Not Supported via API

Comments

The total number of comments (excluding replies) on post. Doesn't include comments on shares of post.

Total - Available

Organic, Paid - Not Supported via API
The total number of replies on your tweet.

Total - Available

Organic, Paid - Not Supported via API
The number of comments your Instagram post has received

Organic - Available

Paid, Total - Not Available

Not available for Stories via API
The total number of comments on your video.

Total - Available

Paid, Organic - Not Available
The total number of comments the video has received​​​

Total - Available

Organic, Paid - Not Supported via API

Shares

The total number of shares of your post. Doesn't include shares of shares of post.

Total - Available

Organic, Paid - Not Supported via API
The total number of retweets of your tweet.

Total - Available

Organic, Paid - Not Supported via API
The number of shares your Instagram Reel has received

Organic - Available

Paid, Total - Not Available

Not available for Stories and non Reel Posts via API
The total number of shares on your video.

Total - Available

Paid, Organic - Not Available
The total number of shares the video has received​​​

Total - Available

Organic, Paid - Not Supported via API

Total Engagements

The total number of likes, comments and shares on your post and is based on the above 3 metrics

Total - Available

Organic, Paid - Not Supported via API
The total number of likes, comments and shares on your post based and is based on above 3 metrics

Total - Available

Organic, Paid - Not Supported via API
The total number of likes, comments and shares on your post and is based on the above 3 metrics.

Organic - Available

Total, Paid - Not Supported via API

Engagements for Instagram Stories is not defined and is a custom metric based on the tap forwards, tap backwards, exits and replies.
The total number of likes, comments and shares on your post based and is based on above 3 metrics

Total - Available

Organic, Paid - Not Supported via API
The total number of likes, comments and shares on your post based and is based on above 3 metrics

Total - Available

Organic, Paid - Not Supported via API​


Custom and Target Metrics

Learn more about creating Custom and Target Metric:

Custom Metric

Target Metric