X/Twitter metric descriptions

When you connect your X/Twitter account, 28 days of data will be backfilled. The table below describes each metric that appears within Buffer's analytics. All metrics are pulled from Gnip (X/Twitter's enterprise data service) and X/Twitter API v2.

📝 Seeing conflicting metrics? Checkout the article: Why your data in Buffer might differ from your native analytics

Posts/Tweets The number of posts sent, not including reposts or replies.
Impressions The number of times people saw your posts, either in their timeline or search results.
Engagements The number of times users interacted with your posts. The X/Twitter API version that we are using does not offer an aggregated engagement number for each post. Therefore, we calculate the engagement number using a sum of likes, replies, reposts, quotes, link clicks, and profile clicks. Other engagement types, such as app opens, app install attempts, and hashtag clicks, are not included.
Engagement Rate The percentage of impressions that resulted in an engagement (number of engagements divided by the number of impressions). In this calculation, engagements is as per the description above.
Likes The number of likes your posts received.
Reposts/Retweets The number of times your posts were reposted.
Replies The number of replies on your posts.
Clicks The number of clicks your links in a post received.
New Followers The number of followers you gained or lost.
Total Followers Your total number of followers.
  • X/Twitter sent post analytics are only available for our current plans and are not available on legacy plans.
  • Data for posts published natively on X/Twitter are fetched daily and can take up to 24 hours to appear in the Sent tab of Publish. Native post metrics may appear as "0" until the data is fetched. Posts published through Buffer will appear immediately.
  • We are only able to pull in 100 sent posts per day on X/Twitter. If you are publishing more than 100 posts per day natively and via Buffer, we will prioritize pulling in posts published through Buffer first (therefore, native posts may be missing).
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