Insights on shared posts

The Posts report provides a history of all of your published posts. Looking at your posts individually allows you to draw comparisons and see patterns around which posting times might be working best for you, and what type of content your audience might be most engaged with.

This article includes the following sections:

  1. Report features per plan
  2. Performance metrics
  3. How to share posts again
  4. Common questions

Report features per plan

The features within the Post report differ depending on which plan you're subscribed to, as described in the table below.

  Free plan Pro plan Premium plan Business plan
History of posts ✓ (30 days) ✓ (30 days) ✓ (full history) ✓ (full history)
Analytics on posts  
Share Again feature  

Performance metrics

The table below provides an overview of which performance metrics are available for each type of social account.

  Likes Clicks Comments Shares Reach Impressions
Facebook Pages    
Facebook Groups      
Instagram Profiles        
Twitter Profiles ✓ (Mentions) ✓ (Retweets)  
LinkedIn Pages & Profiles      
Pinterest Profiles   ✓ (Repins)    

Please note, the Impressions metric for Twitter is only available on our Premium and Business plans.

Expand the links below for performance metric descriptions.

Facebook Pages and Groups

All metrics are pulled from Facebook's Graph API.

Likes The number of likes your post received.
Clicks The number of clicks your post received. This includes clicks anywhere on the post, e.g. link attachment, image, avatar, timestamp. This is Facebook's "post clicks" metric, as opposed to their "link clicks" metric.
Comments The number of comments on your post.
Shares The number of times your post was shared.
Reach The number of unique people who saw your post. This metric is only available for Facebook Pages, not Facebook Groups.
Instagram Profiles

All metrics are pulled from Instagram's Graph API.

Please note, from March 18, 2020, metrics for Instagram are only available for Business Profiles, not for Personal Accounts. This is due to Instagram deprecating their legacy API. We're now using their replacement API (the Basic Display API), which does not include statistics for Personal Accounts. Learn more about converting your account to a Business Profile here.

Likes The number of likes your post received.
Comments The number of comments on your post.
Twitter Profiles

On the Pro plan, click metrics are pulled from Bit.ly, and all other metrics are pulled from the Twitter API. On the Premium and Business plans, all metrics (including click metrics) are pulled from Gnip, which is Twitter's enterprise data service.

Likes The number of likes your tweet received.
Clicks The number of clicks your tweet received.
Mentions The number of replies on your tweet.
Retweets The number of times your tweet was retweeted.
Impressions The number of times people saw your tweet(s), either in their timeline or search results.
LinkedIn Pages and Profiles

Click metrics are pulled from Bit.ly, and all other metrics are pulled from the LinkedIn API.

Likes The number of likes your tweet received.
Clicks The number of clicks your tweet received.
Comments The number of comments on your post.
Reshares The number of times your post was shared.
Pinterest Profiles

All metrics are pulled from the Pinterest API.

Likes The number of likes your pin received.
Comments The number of comments on your pin.
Repins The number of times your pin was pinned by other users.

How to share posts again

The Share Again feature is available on the Pro, Premium, and Business plans. Learn more about our plans and pricing here.

With so much content on social media now, posts can easily get missed and lost in the flow, and we understand that you need to get maximum visibility. The Share Again feature allows you to add published posts back into your Queue to share again. Due to social networks becoming much stricter on the duplication of content, we recommend using this feature lightly, and making changes to your posts before sharing them multiple times. You can find guidance on re-sharing posts here.

Common questions

What could cause discrepancies between the data seen in the Posts report here and data in native analytics?

Data discrepancies between Publish and Facebook Insights

Facebook have two different (but similar sounding) click metrics. "Post clicks" are clicks anywhere on the post, e.g. link attachment, image, avatar, timestamp, while "link clicks" are clicks that specifically take place on the link. In this report, we show "post clicks", so these will appear higher than "link clicks" if you’re looking at Facebook Insights.

Additionally, after working closely with a few customers, we have discovered that the data displayed in Facebook Insights does not always seem to be accurate. However, the data available in the CSV export (also from Facebook Insights) is accurate. We believe there are one or two unresolved bugs on Facebook’s side that mean the data shown on the screen, does not always represent the real data. To corroborate the data, we recommend that you export it to CSV. The data there should more accurately reflect what you see within our reports.

Data discrepancies between Publish and Twitter Analytics

If you’re on the Pro plan, click metrics shown in this report will be pulled from Bit.ly. It’s important to note that we are only able to track clicks on shortened links. If link shortening is turned off, click metrics will not be available. Bit.ly counts the total number of times a link has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see will include all of those clicks. Twitter on the other hand, will simply count the number of clicks on the one specific tweet. This means you may notice a discrepancy between click metrics in Buffer Publish compared to Twitter Analytics. Learn more about this here.

If you’re on the Premium or Business Plan, click metrics will be pulled from Gnip, which is Twitter’s enterprise data service. All of the data we get from Gnip is on a per-tweet basis and we're only able to check for new engagements a limited number of times on each tweet. In practice, we're able to get data for seven days following a tweet being published. That means if you sent a tweet on Monday, we’ll keep checking it for new engagements and impressions until the following Sunday. After that, we can no longer re-check the tweet, and from then onward, its metrics will remain the same within Buffer Publish. Twitter, on the other hand, will continue to track data perpetually, meaning the data will continue to be updated as you receive more engagements after seven days.

Data discrepancies between Publish and LinkedIn Analytics

There are a few of reasons you might see a discrepancy between the data in Publish and the data in LinkedIn Analytics.

Firstly, it’s important to note that we are only able to track clicks on shortened links. If link shortening is turned off, click metrics will not be available. Additionally, LinkedIn un-shorten links before they are displayed in the link attachment below the text. We are not able to gather data for clicks on the un-shortened link in the link attachment, so we’ll only be counting the clicks on the shortened link within the update text. This can sometimes result in a discrepancy between click metrics in Buffer Publish compared to LinkedIn Analytics, depending on where the post is receiving clicks.

Secondly, Buffer Publish pulls click metrics from Bit.ly. Bit.ly counts the total number of times a link has been clicked. This means that if the exact same link has been shared more than once, or to multiple social accounts, the number you'll see will include all of those clicks. LinkedIn, on the other hand, will simply count the number of clicks on the one specific post. Learn more about this here.

Thirdly, the data we receive from LinkedIn only includes the number of comments on the post itself, and not the number of comments on comments. This means you may notice a lower number of comments in the Posts Report within Buffer Publish compared to LinkedIn Analytics. For example, if your post had five comments, and someone had replied twice on one of those, we would report a total of five comments, whereas LinkedIn would report a total of seven. Unfortunately, this is not something we can change right now due to this additional data not being available via LinkedIn's API.

Are native posts included in the Posts Report?

Native Facebook and Twitter posts will be included if you're subscribed to the Premium or Business plan. Native Instagram posts will be included regardless of the plan you're subscribed to. Native posts are not available for LinkedIn or Pinterest.

How far back does the data go?

On the Free and Pro plans, you'll see a history of posts from the past 30 days. On the Premium and Business plans, you'll see a full history of posts and you can scroll down as far back as the very first post you shared through Buffer Publish. When you subscribe to the Premium or Business plan, or connect a new Facebook, Instagram, or Twitter account and you're already subscribed to the Premium or Business plan, we will backfill the past 200 native posts. Unfortunately, we're not able to do any backfilling for LinkedIn or Pinterest. 

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