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. |