X/Twitter metric descriptions
When you connect your X/Twitter account, 28 days of data will be backfilled. The table below provides a description of 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 information? Checkout the article: Why your data in Buffer might differ from your native analytics
| Tweets | The number of tweets sent, not including retweets or replies. |
| Impressions | The number of times people saw your tweets, either in their timeline or search results. |
| Engagements | The number of times users interacted with your tweets. The X/Twitter API version that we are using does not offer an aggregated engagements number for each tweet. Therefore, we are calculating the engagements number ourselves, using a sum of likes, replies, retweets, 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 tweets received. |
| Retweets | The number of times your tweets were retweeted. |
| Replies | The number of replies on your tweets. |
| Clicks | The number of clicks your tweets received. |
| New Followers | The number of followers you gained or lost. |
| Total Followers | Your total number of followers. |