BetaAnalyze social media performance

Analyze your social media performance and engagement with the Upgraded Social Analytics beta. Monitor social reports and dashboards built for tracking your social media reach, audience growth, engagement, lead generation, and publishing trends. For example, you can monitor which publishing times or media types result in higher engagement, across your connected social accounts.

Please note: To access this feature, your Super Admin can opt your account into the Upgraded Social Analytics beta. If you're not opted into the beta, learn more about analyzing social reports. 

Before you get started

Before analyzing your social reports, take note of the requirements and data limitations.

Requirements

Data limitations and considerations

After you connect your social accounts, your social post performance and engagement metrics will be collected and stored. Take note of the following limitations and considerations for social post data. 

• The data available for social reporting depends on the social network. Learn more about your social account settings. 
  • Facebook, Instagram, LinkedIn, and YouTube: posts published either from HubSpot or from the external social network will be available for reporting. 
  • X: when you connect your account, you can choose whether you want to report on all post data, or only posts you publish from HubSpot. If you want to change your post visibility settings for X, disconnect your social account, then reconnect it with the desired setting.
• After your social accounts are connected, HubSpot collects and stores data from each social network continuously. 
  • HubSpot collects post-specific data for 30 days after a post is published. Any data after those first 30 days won't appear in HubSpot.
  • Data from posts published outside HubSpot will generally be available in your social reports within one hour of publishing. Post-specific data will continue to be updated multiple times each day within the first week after publishing, and once a day after that. Data collected from X is updated at less frequent daily intervals. Allow X data up to one day to appear in social reports. 
• Some social metrics are network-specific and won't display data for all connected channels. For example, when reporting on reach, data will display for Instagram, but not YouTube.
• Social reports that include Total new [metric] will show new data based on the report's date range. For example, the Total new impressions by social platform report using a date range set to this week will display the total number of new impressions made during this calendar week.
  • These reports don't show cumulative totals for all time.
  • You can expect to see differences between these metrics in HubSpot compared to the data in the external social network. 
• Social reports do not include data from:
  • Facebook Reels. Data from Facebook Reels won't be included in social reports, such as the Published Posts report. 
  • Boosted posts or social ad campaigns. These reports will only include organic social data. If an existing social post is boosted or used for an ad campaign, new data from the post won't be included in your social reports. 

Please note: due to LinkedIn's data retention policy, all LinkedIn data (impressions, clicks, interactions, etc.) will be deleted from HubSpot after one year. You can still view this data by logging in to your connected LinkedIn account.

Understand social metrics

To evaluate your social post performance, HubSpot syncs data from each social network and derives the following metrics:

Review social dashboards

1. In your HubSpot account, navigate to Marketing > Social.

2. At the top, click the Analyze tab.

3. In the upper left, click the dropdown menu to select from the following default dashboards: 
   • Optimize your content: compare social engagement by media type, timing, and content type to guide future strategy.
   • Leads from social: track how social media contributes to your pipeline by showing where leads and deals originate. Reports highlight conversions, attribution, and post performance.
   • Drive engagement: review how audiences interact with your content across social platforms. Reports measure likes, comments, shares, and video engagement.
   • Grow your brand reach: monitor your brand’s visibility and reputation over time. Reports show follower growth, impressions, reach, and sentiment trends.
   • Performance Overview: monitor your social analytics for each connected account.
4. To filter the dashboard data, at the top, click the dropdown menu to filter by:
   
   • Accounts: filter by your connected social account or social network.
   • Date range: filter by the time period that the social post was published.
     • If the selected date range is Last 30 days, social posts published more than 30 days ago will not factor into the reports, even if the posts are still receiving clicks and interactions.
5. In the dialog box, select the filter criteria. Then click Apply.
6. To apply a custom filter, at the top, click Advanced filters.
7. In the right panel, click + Add filter. Then, search for or select your property.
8. In the dropdown menu, select the filter criteria, then click Apply filter. Learn more about how to apply dashboard filters.
9. To remove any applied filters from the dashboard, at the top, click Clear all.
10. To refresh the dashboard data, in the upper right, click Actions. Then, select Refresh all reports.
11. To share the dashboard with other users in your HubSpot account, in the upper right, click Actions. Then, select Copy URL.

Add a custom dashboard

Customize the analyze tab by adding your own custom dashboard. Learn more about how to customize the analyze tab.

1. In your HubSpot account, navigate to Marketing > Social.

2. At the top, click the Analyze tab.
3. In the upper right, click the settings Add and manage dashboards icon.
4. On the Manage dashboards page, click Add dashboard on the top right.
5. In the right panel, click the Select a dashboard dropdown menu and select an existing dashboard.
6. In the Who can view this dashboard on the analyze tab field, select Everyone or Specific teams.
7. At the bottom, click Add dashboard.
8. On the Analyze tab, the custom dashboard will be available within the dropdown menu in the upper right.
9. To remove the custom dashboard, in the upper right, click Actions. Then, select Remove from analyze tab.

Social reports overview 

The following reports display activities that occurred within the selected time period, which defaults to the last 60 days:

Optimize your content

• Which media types bring the most traffic?: displays the sum of HubSpot tracked link clicks each week, by social post media type.
• What media type drives the most engagement?: tracks the social media engagement for each post media type.
• Best times to post for engagement: reports on the historical average of social media engagement across hourly publishing times.

Leads from social

• Which social platforms are sending us the most website traffic: displays which social media platforms are most effective at driving traffic to your website.

• New contacts from social: tracks the total number of new contacts generated as a result of social media activities.
• How many deals were influenced by social: shows the number of closed deals where a social media interaction was a touchpoint in the customer journey.

Grow your brand reach

• Where are we getting the most visibility?: shows the total number of times your content was displayed to visitors across your social channels during the last 60 days.

• How have our impressions changed?: reports the number of impressions per week, for each social network.

• How many people saw our posts?: shows the number of unique visitors who saw your content on each social platform.

• How has our reach changed?: tracks unique content viewership over time.

• How has our audience changed per platform?: displays the change in audience size across different social networks over the past year.

Drive engagement

• Where do we get the most engagement?: displays the total new engagements per day, for each social network. 
  • Negative values are possible in cases where social media users removed engagement actions (e.g., unliked a post, deleted a comment, etc). 

• How are my engagement rates changing over time?: compares engagement across each social media platform, calculated as engagements divided by impressions or reach.

• What is the breakdown of our engagement?: displays a cross-channel overview of engagements with your social content.

• How are our videos performing?: displays the performance of video content, including total views and how engaging videos are on each platform.

• Which posts have the most new engagement?: displays specific social media posts that have received the highest number of interactions.

Performance Overview

• Audience: displays your current number of followers for each of your connected social accounts. When reviewing this report, please note the following:
  • Metrics for LinkedIn, X, Facebook, and Instagram do not include data from before you connected your account to HubSpot. Data from connected YouTube accounts will include up to 60 days of historical data from before you connected your account.
  • The Facebook Page audience number shows the number of page likes, not followers. This is because Facebook business page performance is typically measured by page likes.
  • The YouTube audience shows the number of subscribers.
• Published Posts: measures the number of social posts that were published across your social accounts within the selected time period. This will also include posts that were published to your connected social accounts outside of HubSpot if this is selected in your social account settings.
• Engagement: reports the number of likes, reactions, and comments for your published posts. This also includes posts that were published to your connected accounts outside of HubSpot.
  • X reposts are excluded from this report, but are included in the Shares report.
• Social Clicks: shows the number of clicks on posts published through HubSpot.
  • Instagram and YouTube posts are not included in this report. 
• Engagement Rate: displays the number of times visitors click HubSpot-tracked links in your posts.
• Social Impressions: shows the number of views that posts on your LinkedIn, Facebook, and Instagram company pages received. This includes posts that were published to your connected accounts outside of HubSpot.
• Shares: shows the total number of shares across each of your social networks for the selected time range.
• New Contacts: reports the number of new contacts created in HubSpot as a result of web sessions driven by social media within the selected time range.
• Video Watch Time: displays the watch time on YouTube over the past two months. It highlights the total minutes watched daily, allowing you to track engagement trends and identify peak viewing days. By understanding these patterns, you can optimize your content strategy to increase viewer retention and engagement on YouTube.
• Video Views: displays the number of views on YouTube over the past 60 days. It helps you track daily view trends, allowing you to identify which days had the highest engagement. This insight can be useful for optimizing your content strategy to increase visibility and audience interaction.

• Top posts: lists your top ten performing posts, displaying each post's engagement, HubSpot tracked link clicks, impressions, and shares.