Analytics
Track engagement, reach, and follower growth across all your social accounts.
Analytics Dashboard
The Analytics page gives you a comprehensive view of how your content is performing across all connected platforms. Data is collected every 6 hours and stored for historical analysis. Available metrics vary by platform — see the table below.
Filtering
- Date range — Choose from presets (7d, 30d, 90d, 12 months) or set a custom date range
- Account filter — Filter all analytics to a specific connected account, or view all accounts combined
- Aggregated / Per Account — Toggle between aggregated metrics and per-account breakdown with multi-line charts and comparison table
- Media type — Filter by content type (image, video, carousel, text)
- Raw / Per 1K / Per Post — Normalization toggle for the Reach and Engagement overview cards and the Engagement Over Time chart. Raw = totals, Per 1K = value per 1,000 followers (compares accounts of different sizes), Per Post = value per published post (separates content quality from posting cadence). Period-comparison badges respect the selected mode.
Data Collection
Metrics are collected automatically every 6 hours. When you first connect an account, SonetHub imports up to 200 historical posts with their current engagement metrics — see Historical Sync below.
Free plan users can view up to 7 days of history. Pro and Business plans have unlimited history.
Account Metrics
For each connected account, you can track:
- Followers — Current count, growth rate (%), trend over time, and daily gain/loss bars
- Engagement Rate — Average % of followers who interact with each post. Formula:
(total engagement ÷ post count) ÷ followers × 100. See Metric Glossary for the full definition. - Views / Reach — How many people see your content, plus reach rate (% of followers reached)
- Profile Views — Traffic to your social profiles
Metrics are displayed with charts showing trends over your selected time period.
Metric Glossary
This is the canonical definition of every metric SonetHub displays. Use it to answer "what does X mean?" or "what does this platform call Y?" questions.
Core metrics
Views / Reach — Unique people who saw your content during a period. Different platforms expose this under different names:
- Reach — Instagram, Facebook, LinkedIn (Unique Impressions)
- Views — TikTok, YouTube (YouTube Shorts use a stricter definition than long-form)
- Impressions — X / Twitter (closest equivalent; X doesn't expose unique reach)
- Pre-Business Instagram posts don't expose reach at all — Meta only computes it for Business and Creator accounts. Those posts show in the "basic counts only" coverage banner.
Engagement — Sum of likes, comments, shares, and saves across your posts. Raw count, not a rate. View counts and clicks do NOT count as engagement.
Engagement Rate — Average percentage of followers who interact with each post. SonetHub uses the dashboard formula:
(total engagement ÷ post count) ÷ followers × 100
Industry benchmarks: <1% low, 1–3% solid, 3–6% strong, 6%+ exceptional. The agent should always cite this formula when asked how engagement rate is calculated — earlier versions of SonetHub used interactions ÷ reach, which is not what the dashboard or the API now use.
Followers — Total followers across selected accounts at the most recent daily snapshot. Includes YouTube subscribers (YouTube rounds subscriber counts to 3 significant figures, e.g. 12,300 instead of 12,347, so very small day-over-day changes may not appear).
Reach Rate — Reach as a percentage of followers. Shown as a subtext under the Views/Reach overview card.
Per-platform aliases
The dashboard normalizes each platform's primitives into a single set of columns (likes / comments / shares / saves) so accounts can be compared apples-to-apples. The native names are:
Likes
- Instagram, X, TikTok, YouTube, Threads — Like (heart or thumbs-up)
- Facebook — any Reaction (Like, Love, Haha, Wow, Sad, Angry)
- LinkedIn — any Reaction (Like, Celebrate, Support, Love, Insightful, Funny)
- Pinterest — no like primitive; Saves are used as the engagement signal instead
Comments
- Instagram, Facebook, LinkedIn, TikTok, YouTube, Pinterest — Comments
- X / Twitter, Threads — Replies
Shares
- Instagram, Facebook, TikTok, YouTube — Shares
- X / Twitter, Threads, LinkedIn — Reposts (formerly Retweets on X). Quote-reposts count too.
- Pinterest — no public share count
Saves
- Instagram, Facebook, LinkedIn, Pinterest — Saves
- X / Twitter — Bookmarks
- TikTok — Favorites
- YouTube, Threads — not exposed by the platform
Normalization modes
The Reach and Engagement overview cards and the Engagement Over Time chart can be viewed in three modes via the toggle in the filter bar:
- Raw — Totals as-is.
- Per 1K — Value per 1,000 followers. Use it to compare accounts of different sizes (a 10K creator with 500 likes and a 100K creator with 5,000 likes both show 50 per-1K).
- Per Post — Value per published post. Use it to separate content quality from posting cadence (if you posted 100 times last month and 10 times this month, the totals will mislead you).
In Per Post mode, the Engagement Over Time chart's per-bucket values use that bucket's post count — so each point reflects the average engagement of posts published in that day/week/month, not a workspace-wide division.
YouTube-specific metrics
Total Watch Time — Total minutes viewers spent watching your videos. The metric YouTube weighs most for recommendations.
Thumbnail Impressions — Times your thumbnails were shown in feeds, suggested videos, and search. Not the same as views — most thumbnails are seen and skipped.
CTR (Click-Through Rate) — views ÷ impressions × 100. YouTube average is 2–10% depending on niche; above 10% is excellent.
Net Subscribers — Subscribers gained minus subscribers lost during the period. Negative numbers happen and aren't necessarily bad.
Content quality ratios
Comment-to-Like Ratio — totalComments / totalLikes. A ratio above 0.10 (1 comment per 10 likes) indicates your audience is actively discussing, not just double-tapping. Used in insights to flag strong discussion quality.
Saves Rate — totalSaves / totalReach × 100. The percentage of people who see your content and save it for later. Above 2% signals content with lasting value. Instagram, Facebook, LinkedIn, and Pinterest expose saves; X calls them Bookmarks; TikTok calls them Favorites.
Follower Growth Rate — Monthly organic growth rate: (current - previous) / previous × 100, annualized to a monthly rate. Above 2%/month is good, above 5% is strong.
AI content tags
Content Topics — Free-form labels assigned by the AI tagger at import/creation time. 1-3 topics per post (e.g., "travel", "food", "fitness"). Used for topic-level engagement analysis in insights and for the topic filter on the Posts page.
Content Style — The presentation approach: educational, entertaining, inspirational, conversational, promotional, aesthetic, behind-the-scenes. Used for style-level insights ("educational content gets the most saves").
Content Sentiment — The emotional tone: positive, neutral, negative, promotional. Used for promotional underperformance detection.
Coverage classification
Every post is tagged with one of two coverage states:
- Full — Has reach, impressions, and saves data (modern Meta business accounts; all other platforms).
- Basic — Only has likes/comments/shares. Almost always means an Instagram post published before the account converted to a Business or Creator profile. Meta never computed insights for that pre-conversion content.
The coverage banner above the metric cards shows the workspace-wide breakdown. Top Posts rows mark basic-coverage posts with an asterisk and a footnote.
Post Performance
SonetHub tracks all posts on your connected accounts — not just ones published through SonetHub. Posts published directly on Instagram, Facebook, or any other platform's native app are automatically discovered and imported every 6 hours. This means your analytics always reflect your full content performance.
Every published post shows detailed performance data:
- Likes, Comments, Shares, Saves — Core engagement metrics. Each platform calls these something different (Reactions, Reposts, Bookmarks, Favorites…) — see Metric Glossary for the full mapping.
- Reach — Number of unique users who saw the post
- Impressions — Total number of times the post was displayed
- Engagement Rate — Per-post rate using the same formula as the workspace average:
(likes + comments + shares + saves) ÷ followers × 100. Single-post rates are noisier than the workspace-wide average — small accounts can spike to 50% on a viral post and that's normal.
Switch between Best and Worst performing posts to identify what works and learn from what doesn't.
Video & Reel Insights
Facebook video and reel posts automatically show additional metrics:
- Video Views — Number of 3+ second views
- Complete Views — Number of views to completion
- Average Watch Time — How long viewers watch on average
- Total Watch Time — Cumulative viewing time
Story Insights
Instagram story insights are available within 24 hours of publication:
- Exits — How many viewers left
- Replies — Direct replies to the story
- Taps Forward / Back — Navigation behavior
- Completion Rate — Percentage of viewers who watched the full story (derived from impressions vs exits)
Instagram Carousel Insights
For carousel posts, SonetHub shows per-slide breakdown with impressions and reach for each slide. See which slides hold attention and which get swiped past.
YouTube Retention Curve
For YouTube videos, an audience retention curve shows what percentage of viewers are still watching at each point in the video. Helps identify where viewers drop off and what segments get replayed. Available alongside watch time, traffic sources, CTR, and subscriber impact.
Instagram Attribution
Instagram posts show attribution metrics when available:
- Follows — New followers gained from this post
- Profile Visits — Visits to your profile from this post
- Total Interactions — All actions taken from this post
Facebook Reactions
Facebook posts show the full reaction breakdown: Like, Love, Wow, Haha, Sorry, Anger — not just total likes.
Content Type Performance
See which content format performs best for your audience. The dashboard shows average engagement by content type (image, video, carousel, text) so you can focus on what works.
Best Time to Post
Data-driven posting time recommendations appear in three places:
- Analytics dashboard — A card showing your top 5 recommended time slots with confidence scores
- Compose page — A hint below the schedule picker: "Based on your data, Thursday at 10am gets the highest engagement"
- Automation scheduler — Suggestions when setting up recurring schedules
Recommendations are based on your historical posting data + online follower activity (Instagram and Facebook). No AI cost — pure data analysis.
Tag / Campaign Performance
If you tag your posts with campaign labels (e.g., "product-launch", "black-friday"), the dashboard shows a campaign performance chart with average engagement per tag. Helps you compare campaign effectiveness.
Hashtag Performance
The dashboard shows a hashtag performance chart ranking your most-used hashtags by average engagement. See which hashtags drive the most engagement across your posts. Derived from your actual post data — no external API calls.
Posting Heatmap
A day-of-week × hour-of-day grid showing when your posts get the most engagement. Helps you identify optimal posting times based on your actual data.
Per-Account Comparison
Toggle to Per Account view to see individual account performance side-by-side:
- Multi-line follower growth — one line per account with platform-branded colors
- Per-account engagement — stacked engagement chart by platform
- Comparison table — sortable table with followers, change, impressions, reach, and engagement rate per account, with sparkline mini-charts
Posting Frequency Analysis
Discover your optimal posting cadence. The AI can tell you: "You get the highest engagement when you post X times per week."
Follower Demographics
Audience demographics are available for accounts with 100+ followers. The dashboard shows demographics per platform with tabs:
| Data | Threads | ||
|---|---|---|---|
| Top Countries | Yes | Yes | Yes |
| Top Cities | Yes | Yes | Yes |
| Gender | Yes | No (deprecated by Meta, Nov 2025) | Yes |
| Age Groups | Yes | No (deprecated by Meta, Nov 2025) | Yes |
Demographics are not available for Twitter/X or LinkedIn (requires Marketing API approval). TikTok demographics (gender, country, age, city) are available via the TikTok Business API (connect "TikTok Analytics" in Accounts, requires 100+ followers). YouTube provides age group and gender demographics (no country/city data). Pinterest does not provide demographics via API.
AI Content Analysis
Every post is automatically analyzed by an AI model at import or creation time to extract:
- Topics — Free-form labels describing what the post is about (e.g., "travel", "food", "fashion", "fitness"). 1-3 topics per post. Visible on each post's detail page as colored pills.
- Style — How the content is presented: educational, entertaining, inspirational, conversational, promotional, aesthetic, behind-the-scenes.
- Sentiment — The emotional tone: positive, neutral, negative, or promotional.
This analysis runs once per post (not on every page view) using a lightweight AI model at negligible cost. The tags are stored and used by the insights engine to produce topic-level performance insights.
Filtering by topic and style: The Posts page (/posts) has topic and style filter dropdowns so you can see exactly which posts fall under each category. When an insight says "travel posts outperform by 2x", click through to /posts, filter by "travel", and see the specific posts.
AI Insights
The dashboard includes rule-based insights generated from your analytics data. The system uses an adaptive time window (14 → 30 → 60 → 90 → 180 days) to find enough data for meaningful analysis. All insights are zero-cost at query time — no AI calls when you view the page.
Engagement trends:
- Week-over-week follower growth, engagement rate, impressions/views, and reach changes
Content performance:
- Content type outperformance — "Video posts outperform by 2.3x"
- Topic outperformance — "Travel posts get 2x more engagement" (requires content tagging data)
- Style analysis — "Educational content gets the most saves"
- Hashtag performance — "#travel outperforms by 1.8x" and "Posts perform 28% better with hashtags"
Anomaly detection:
- Viral posts — posts that significantly outperform your average (clickable to view the specific posts)
- Underperforming posts — posts with unusually low engagement
Industry benchmarks (per-platform):
- Compares your engagement rate against industry ranges for your follower tier (nano, micro, mid, macro) on each connected platform. Example: "Instagram: engagement above the nano range — your 4.2% is above the typical 1.7–6.2%."
- Benchmarks are sourced from Influencer Marketing Hub, Social Insider, HypeAuditor, Hootsuite, and Social Blade (2026 data). Separate ranges for Instagram, Facebook, TikTok, LinkedIn, YouTube, and X/Twitter.
Competitor comparison:
- "Outperforming @competitor on engagement" — compares your engagement rate against tracked competitors' estimated rates
- "Competitor posts 3x more often" — posting cadence comparison
Posting time recommendations:
- Best posting window (day × hour with highest average engagement)
- Posting time mismatch — alerts when you post most at a different time than your best engagement window
Quality ratios:
- Comment-to-like ratio (above 0.10 = strong discussion quality)
- Saves rate (above 2% of reach = content with lasting value)
- Follower growth rate (above 2%/month = good, above 5% = strong)
Insights are displayed on the analytics dashboard, available via the AI chat assistant ("show me insights"), and included in generated PDF analytics reports.
Post Syncing
SonetHub keeps your analytics complete through two mechanisms:
Initial Sync (on connect)
When you connect a new social account, SonetHub imports up to 200 historical posts with their metrics in the background (5-20 minutes).
Continuous Discovery (every 6 hours)
After the initial sync, SonetHub automatically discovers new posts on all your connected accounts every 6 hours. Posts published directly on Instagram, Facebook, or any platform's native app are imported and tracked — you don't need to publish through SonetHub for analytics to work.
Limitations
- Twitter/X — Not synced (requires paid API access)
- LinkedIn — Limited metric fetches per sync (API rate limit: 100 requests/day)
- Metrics are snapshots — You see current engagement, not historical time-series
- Instagram Stories — Story insights are only available for 24 hours after expiry
- Discovery window — Up to 50 most recent posts are checked per account per sync cycle
- Metrics refresh — After the initial import, metrics are refreshed automatically every 6 hours
Available Metrics by Platform
| Metric | Twitter/X | Threads | TikTok | YouTube | Bluesky | ||||
|---|---|---|---|---|---|---|---|---|---|
| Followers | Yes | Yes | Yes | Limited | Yes | Yes | Yes | Yes | Yes |
| Views/Impressions | Yes | Yes | No | No | Yes | Yes | Yes | Yes | No |
| Post Likes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Comments | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes | Yes |
| Shares | Yes | Yes | Yes | Yes | Yes | Yes | No | No | Yes† |
| Saves | Yes | Yes | No | No | Yes | No | No | Yes | No |
| Video Metrics | Yes | Full | No | No | Yes | Yes | Full | Yes | Yes |
| Story Metrics | Yes (24h) | No | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Carousel Slides | Yes | No | No | No | No | No | N/A | N/A | N/A |
| Retention Curve | No | No | No | No | No | Yes* | Yes | No | No |
| Watch Time | No | No | No | No | No | Yes* | Yes | Yes | No |
| Traffic Sources | No | No | No | No | No | Yes* | Yes | No | No |
| Demographics | Full | City/Country | No | No | Full | Full* | Age/Gender | No | No |
| Industry Benchmark | No | No | No | No | No | Yes* | No | No | No |
| Attribution | Yes | No | No | No | No | No | No | No | No |
| Reactions | No | Full | No | No | No | No | No | No | No |
| Quote Count | No | No | No | No | No | No | No | No | Yes |
| DMs | Yes | Yes | No | No | No | No | No | No | Yes |
* Requires TikTok Analytics connection (TikTok Business API). Connect in Accounts → TikTok Analytics. Demographics require 100+ followers.
† Bluesky shares = reposts + quotes. Quote count is tracked separately as a unique Bluesky metric. Bluesky has no impressions, reach, or view count metrics.
Competitor Tracking
Track competitors across Instagram, YouTube, X/Twitter, Threads, and Bluesky. Add a competitor by username and SonetHub fetches their public metrics daily.
What you get per competitor:
- Instagram: Followers, engagement rate, recent posts with likes/comments, posting frequency, content type breakdown (images vs videos vs carousels), top hashtags
- YouTube: Subscribers, total views, recent videos with views/likes/comments, posting frequency, Shorts vs long-form breakdown
- X/Twitter: Followers, following, tweet count, followers-to-following ratio
- Threads: Followers, bio, verification status, plus 7-day rolling metrics (views, likes, reposts, quotes)
- Bluesky: Followers, following, posts count, recent posts with likes/replies/reposts/quotes, posting frequency, engagement rate. No connected account needed — uses public API.
Plan limits: Free: 2 competitors, Starter: 5, Growth: 15, Pro: 30, Business: 50.
Note: YouTube rounds subscriber counts to 3 significant figures. Competitor tracking requires a connected account on the same platform.
Using Analytics with the AI
The AI assistant can query your analytics on demand. Ask questions like:
- "What was my best performing post this week?"
- "What are my worst performing posts?"
- "Show me engagement trends for my Instagram account"
- "Show me my demographics"
- "Compare me to @competitor on Instagram"
- "Add @competitor as a competitor on YouTube"
- "Show me my tracked competitors"
- "What type of content performs best?"
- "How often should I post?"
- "Which hashtags perform best?"
- "Show me tag performance for my campaigns"
- "Give me analytics insights"
- "What topics drive the most engagement?"
- "How do my travel posts compare to my food posts?"
- "Is my engagement rate good for my follower count?"
The assistant pulls real data from your connected accounts — including AI-generated content tags, industry benchmarks, and competitor comparisons — and presents it in a conversational summary, helping you make data-driven content decisions without digging through dashboards.
UTM Tracking
SonetHub can automatically append UTM parameters to URLs in your published posts, helping you track which social media posts drive traffic to your website in Google Analytics or similar tools.
How to Enable
Go to Settings > Posting and toggle Enable UTM auto-tagging. You can optionally customize:
- utm_source — Identifies which platform the traffic came from. Leave empty to use the platform name automatically (e.g.,
instagram,twitter,linkedin). - utm_medium — Identifies the marketing medium. Defaults to
social. - utm_campaign — A default campaign tag for all posts (e.g.,
spring_sale). Optional. - utm_content — Automatically set to the post ID. Not configurable.
How It Works
When you publish a post containing a URL, SonetHub appends UTM parameters before sending it to the platform:
https://yoursite.com/sale
→ https://yoursite.com/sale?utm_source=instagram&utm_medium=social&utm_campaign=spring_sale&utm_content=abc123
- UTM parameters are applied at publish time only — your draft content is never modified
- URLs that already have
utm_sourceare skipped (no double-tagging) - Works with all publishing paths: Compose, AI agent, and automations
- You can also manage UTM settings via the AI assistant: "enable UTM tracking" or "set my UTM campaign to product_launch"
Exporting Reports
Generate branded PDF analytics reports to share with clients, managers, or stakeholders.
How to Generate
From the Analytics page: Click Generate Report → confirm date range and accounts → the report generates in the background (15-60 seconds). You'll get a download link valid for 24 hours.
From the AI chat: Say "generate a report for last month" or "send a monthly report to client@example.com."
What's Included
Each report contains up to 12 pages (conditional — pages are included only when data is available):
- Cover — branded title page with date range
- Overview — key metrics (impressions, engagement, followers, engagement rate)
- AI Executive Summary — AI-generated highlights and actionable recommendations based on your data
- Platform Summary — per-platform breakdown with impressions, engagement rate, followers, post count
- Engagement Trends — daily likes, comments, and shares chart
- Follower Growth — follower count over time
- Content Performance — average engagement by content type (image, video, carousel, text)
- Top Posts — top 10 posts by engagement with metrics
- Lowest Performing Posts — bottom 5 posts for learning opportunities
- Posting Heatmap — best times to post based on engagement patterns
- Audience Demographics — countries, cities, gender, and age group breakdown
- Per-Platform Pages — one page per connected platform with platform-specific KPIs, time-series, and top posts
Filtering
Reports respect the same filters as the analytics dashboard:
- Date range — select any period
- Account filter — scope to specific accounts
- Tag filter — scope to posts with specific campaign tags
Email Delivery
Enter an email address when generating to send the download link directly. Useful for sending reports to clients on a schedule.
White-Label Branding (Business Plan)
On the Business plan, customize reports with your agency's branding:
- Brand name — replace "SonetHub" in headers and footers
- Brand color — accent color for charts, headings, and highlights
Configure branding in Settings → Organization → Report Branding.
Plan Availability
| Plan | Report Export | White-Label |
|---|---|---|
| Free | No | No |
| Creator | No | No |
| Pro | Yes | No |
| Business | Yes | Yes |
Media Kit
Generate a branded PDF media kit to share with brands and sponsors. Your media kit is auto-generated from live connected account data — no manual screenshots or Canva templates needed.
What's Included
- Cover — Your name, avatar, tagline, total follower count, and AI-generated audience summary
- Platform Overview — Per-platform breakdown with followers, engagement rate, and average impressions
- Audience Demographics — Top countries, age/gender breakdown, top cities (if available from connected platforms)
- Top Content — Your 6 best-performing posts by engagement
- Follower Growth — 90-day growth chart with net change
How to Generate
From the Analytics page: Click Media Kit → optionally add a tagline and select accounts → generate. You'll get a download link via a toast notification (15-30 seconds).
From the AI chat: Say "generate my media kit" or "create a press kit for my Instagram account." The agent will ask which accounts to include and suggest adding a tagline.
Email delivery: Enter an email address to send the download link directly to a brand contact. Link expires in 24 hours.
Tips
- Exclude small accounts — A TikTok account with 200 followers dilutes the pitch. Select only your strongest platforms.
- Add a tagline — "Fashion & lifestyle creator based in Madrid" makes the cover page professional.
- Demographics data depends on platform support. Instagram, Facebook, and Threads provide audience demographics. Other platforms may not — the demographics page is automatically omitted if no data is available.
Plan Availability
| Plan | Media Kit | White-Label Branding |
|---|---|---|
| Free | No | No |
| Creator | Yes | No |
| Pro | Yes | No |
| Business | Yes | Yes (custom brand name, color) |