Social media metrics and dimensions reference
Marfeel links social metrics to editorial dimensions (sections, authors, topics) by analyzing each publication and detecting the article link in the post itself or in the first comment. This enables queries like:
- Sections with the highest CTR on Facebook
- Authors with the most posts published on a particular network
- Views by topic
The platform combines social data from the social feed and on-page with editorial data, providing a comprehensive and actionable analysis.
- Some metrics and dimensions are incompatible with each other, which can cause data gaps when combined with other Marfeel native Dimensions.
- To retrieve data from Social Media accounts, it is necessary to integrate with these as described here.
Metrics
Section titled “Metrics”All metrics below report total figures from every connected social media account. Drill down into specific accounts and posts using Marfeel’s many Dimensions.
Social Clicks or Opens
Section titled “Social Clicks or Opens”The aggregate number of Clicks received by the publisher’s social posts.
Social Clicks per Follower
Section titled “Social Clicks per Follower”The average number of clicks generated per follower, represented as a ratio per thousand followers. Calculated as $\frac{clicks * 1,000}{followers}$. Can be filtered by specific social media channels and accounts.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Social Clicks per Post
Section titled “Social Clicks per Post”The average number of clicks generated per social post. Calculated as $\frac{clicks}{posts}$. Can be filtered by specific social media channels and accounts.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Social Comments
Section titled “Social Comments”The aggregate number of Comments made on the publisher’s connected Social Media accounts.
Social CTR
Section titled “Social CTR”The average clickthrough rate on the publisher’s social posts. CTR is the division of number of clicks between the number of Views.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Social Followers
Section titled “Social Followers”The aggregate number of followers of the publisher’s social media accounts.
Note: For Youtube channels, this metric actually reports Subscribers.
Social Interactions
Section titled “Social Interactions”The aggregate number of Shares, Comments, and Reactions on the publisher’s social posts.
Social Interactions per Follower
Section titled “Social Interactions per Follower”The average number of interactions generated per follower, represented as a ratio per thousand followers. Calculated as $\frac{interactions*1,000}{followers}$. Can be filtered by specific social media channels and accounts. Refer to Social Interactions for a definition of what constitutes an ‘interaction’.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Note 2: For Youtube videos, this metric actually reports Social Interactions per (thousand) Subscriber.
Social Interactions per Post
Section titled “Social Interactions per Post”The average number of interactions generated per social post. Calculated as $\frac{interactions}{posts}$. Can be filtered by specific social media channels and accounts. Refer to Social Interactions for a definition of what constitutes an ‘interaction’.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Interaction View Rate (IVR) or Social Interactions per View
Section titled “Interaction View Rate (IVR) or Social Interactions per View”The average number of interactions your social posts have generated per thousand views. Calculated as $\frac{interactions*1,000}{views}$. Can be filtered by specific social media channels and accounts. Refer to Social Interactions for a definition of what constitutes an ‘interaction’.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Social Likes
Section titled “Social Likes”The aggregate number of Likes earned by a publisher’s connected social media accounts.
Social Plays
Section titled “Social Plays”The aggregate number of times video content contained within the publisher’s social posts has been played. For Youtube, this is the number of times a user watched 30 seconds or more of a video. For TikTok, this is the number of times a user began watching a video.
Social Plays per Post
Section titled “Social Plays per Post”The average number of video plays generated per social post. Calculated as $\frac{plays}{posts}$. Refer to Social Plays for a definition of what constitutes a play on different social media platforms. Can be filtered by specific channels and social accounts.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Social Posts
Section titled “Social Posts”The aggregate number of Posts on a publisher’s social media accounts that link to their articles.
Social Shares
Section titled “Social Shares”The aggregate number of times the publisher’s social posts have been shared. Applies to Instagram posts and Stories, Facebook, LinkedIn, Pinterest, and Twitter. Not available for Reddit, TikTok, or YouTube.
Social Views
Section titled “Social Views”The aggregate number of times the publisher’s social posts have been seen. On Instagram, this includes the number of plays or displays across all content formats: Reels, Photos, and Carousels.
Viewer Rate (VR) or Social Views per Follower
Section titled “Viewer Rate (VR) or Social Views per Follower”The average number of views generated per follower, represented as a ratio per thousand followers. Calculated as $\frac{views}{1,000 followers}$. Can be filtered by specific social media channels and accounts.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Note 2: For Youtube videos, this metric actually reports Social Views per (thousand) Subscriber.
Social Views per Post
Section titled “Social Views per Post”The average number of views generated per social post. Calculated as $\frac{views}{posts}$. Can be filtered by specific social media channels and accounts.
Note: This metric is generated by Marfeel, calculated from the ones coming from social networks.
Social Paid Views
Section titled “Social Paid Views”The number of times any post or story content from your Page or about your Page entered a person’s screen through paid distribution such as an ad.
This metric applies to Facebook only.
Social Fan Views
Section titled “Social Fan Views”The number of times your Page content was on screen for accounts that followed or liked your Page.
This metric applies to Facebook only.
Social Organic Views
Section titled “Social Organic Views”The number of times your post was on screen through organic distribution.
This metric applies to Facebook only.
Dimensions
Section titled “Dimensions”Social media metrics can be crossed with the Social Dimensions described below, as well as dozens of other dimensions on Marfeel’s platform, such as Sections, Topics, and more. Use these dimensions to refine your data and isolate performance by account, network, or post type.
Has Social
Section titled “Has Social”Indicates whether an article has a social media post linking to it.
Social Account Name
Section titled “Social Account Name”Allows the user to view the names of connected social media accounts.
Social Account Owner
Section titled “Social Account Owner”Allows the user to view the name of the owner of the connected social media accounts.
Social Network
Section titled “Social Network”Indicates the specific social network a metric or collection of metrics relate to.
Social Post ID
Section titled “Social Post ID”Displays a list of the unique IDs of the social posts made by connected accounts.
Social Post Text
Section titled “Social Post Text”Displays the text of social media posts made by connected accounts.
Social Post Type
Section titled “Social Post Type”Denotes the type of a social post. These can be link, video, image, text, carousel_album, story_image, and story_video.
Social Post URL
Section titled “Social Post URL”Displays a list of the URLs of social posts made by connected accounts.
Regarding the naming of Metrics
Section titled “Regarding the naming of Metrics”Different social media platforms use different terms to refer to similar measurable values. Marfeel unifies these under the same name. These can be seen in the following chart:
| Channel | Comments | Followers | Likes | Posts | Shares | Views | CTR | Plays | Clicks | Interactions |
|---|---|---|---|---|---|---|---|---|---|---|
| Comments | Followers | Likes | Posts, Stories, Reels | Shares | Views, Plays | - | -* | - | All interactions | |
| Comments | Followers | Likes | Posts | Shares | Views | - | - | - | All interactions | |
| Comments | Followers | UpVotes | Posts | - | - | - | - | - | - | |
| TikTok | Comments | Followers | Likes | Videos, Posts | - | - | - | Plays | - | All interactions |
| Youtube | Comments | Subscribers | Likes | Videos | - | Plays | - | Plays | - | All interactions |
| Comments | Followers | Likes | Posts | Shares | Views | - | - | Clicks | All interactions | |
| Comments | Followers | Likes | Pins | Shares | Views | - | - | - | - | |
| Comments | Followers | Reactions | Posts, Stories, Reels | Shares | Views | CTR | Plays | Clicks | All interactions |
Note: this table is scrollable, scroll to the right to see more categories.
*Following Meta’s API changes on January 2025 , Instagram video and reel plays are counted as views.
To view a comprehensive list of all of Marfeel’s Metrics and Dimensions, visit our Glossary.
To see how social data appears at the article level, including post timelines and traffic correlation, visit the editorial social details page.
What social media metrics does Marfeel track?
Marfeel tracks clicks, comments, CTR, followers, interactions, likes, plays, posts, shares, and views across all connected social media accounts. It also provides calculated ratios such as clicks per follower, interactions per post, and viewer rate.
How does Marfeel unify metric names across different social platforms?
Different platforms use different terms for similar values. Marfeel maps them to a single unified name. For example, YouTube Subscribers become Followers, Facebook Reactions become Likes, and TikTok video starts become Plays.
What social dimensions can be used to filter metrics?
Social dimensions include Has Social, Social Account Name, Social Account Owner, Social Network, Social Post ID, Social Post Text, Social Post Type, and Social Post URL. These can also be crossed with editorial dimensions such as Sections, Topics, and Authors.