Social Analytics Common Metrics and Dimensions
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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
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:
Note:
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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 | 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: