Influencer Marketing: What is the Metrics Dictionary and what data does it show?

The metrics dictionary provides additional details about the metrics shown in Influencer Marketing, giving you contextual information about the available metrics. 

Dictionary functionalities are available in all views of Influencer Marketing Campaigns, Reports and Profile.

How do I access the Metrics Dictionary?

All metrics available in Influencer Marketing have defined descriptions. Look for the dotted, underlined text like "Engagement Rate" in the following example to click for more information:

You can also hover over the text to see a description of the metric.

To read a more detailed description on how the metric is configured or calculated, click Learn More.

Exploring the dictionary

You can also use the dictionary popup to see a summary of all of the metrics supported in  Influencer Marketing. Click the back arrow to see a full list of all the metrics defined at the post- or profile-level. You can also use the search bar to find a specific metric. 

What's documented in the dictionary?

Each metric description includes:

• A general definition
• How metrics are calculated and where their data comes from
• Where you can find metrics throughout Influencer Marketing
  • For example, you can easily identify which metrics require the Creator Opt-In and which are populated based on specific actions from the Creator Flow
• (If applicable) Differences between metrics for different social media networks
• (If applicable) How to interpret and use this metric, as well as additional customization options if available

Some metrics contain a tooltip that includes additional information. For example, you might see details about the aggregation function used as well as any custom renames or details. 

On post previews in campaigns, the tooltip will appear as a pop-up and contain details on a specific data point. For example, you can see where a metric originates from (either from creator opt-in or Influencer Marketing’s calculations) and when it was last refreshed. 

Metrics by platform

To further explore the metrics used in Influencer Marketing, check out our additional resource detailing the metrics and data sources for various social media platforms.

These tables are always up-to-date and are the most current resources for Influencer Marketing metrics alongside our lexicon.

Common Influencer Marketing Metric Definitions

Here are some examples you will find in our Metrics Dictionary:

Engagement Rate: The percentage of an audience that has engaged with a Post by liking, commenting, or sharing. It is calculated by dividing the total Engagement of the Post by the audience size - which may be Followers, Reach, or Views - depending on your Organization Settings.

Views: Number of times the audience has viewed the Post.

EMV (Earned Media Value):  estimated monetary value of the Post based on its metrics or the audience size of the Creator.

FAQs

Where does the data for the metric come from?

Data either comes directly from the social media networks via API access (for public data points like follower count) or directly from the creator through the Creator Opt-In process (for private data points like the Instagram Stories’ one). 

What is the calculation for Engagement Rate?

Engagement rate is calculated by dividing the total Engagement of the Post by the audience size - which may be Followers, Reach, or Views, depending on your Organization Settings.

You can customize the Engagement Rate calculation by choosing a different audience size metric within your Organization Settings. Keep in mind that not every metric is supported across all social platforms; consult the platform-specific documentation for precise availability details.

Related Articles

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