X/Twitter metric descriptions
When you connect your X/Twitter account to Analyze, 30 days of post data will be backfilled (we are unable to pull X/Twitter channel data at this time).
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
- Looking for basic post metrics instead? Check out our guide to Insights on sent posts within the Publish dashboard.
| 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).