Analyze social media performance

Analyze your social media performance and engagement with social analytics. 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

Review social analytics

1. In your HubSpot account, click More, then navigate to Marketing > Social. If More doesn't appear in your account, navigate to Marketing > Social directly.

2. Click the Analyze tab.

3. In the upper left, click the dropdown menu to select a dashboard. 

Filter social analytics

Filter social analytics data by social account, date range, or other criteria. 

1. In your HubSpot account, click More, then navigate to Marketing > Social. If More doesn't appear in your account, navigate to Marketing > Social directly.

2. Click the Analyze tab.

3. At the top of the dashboard, set your filters:

   • Accounts: select the social accounts to include in your analytics.

   • Date range: select the time period to analyze.

     • 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.

   • Advanced filters: apply additional filters to refine the data displayed in your reports.

4. To remove all applied filters, click Clear all.

Learn more about applying dashboard filters.

Add a custom dashboard

Add a custom dashboard to review additional reports alongside the default social analytics dashboards.

1. In your HubSpot account, click More, then navigate to Marketing > Social. If More doesn't appear in your account, navigate to Marketing > Social directly.

2. Click the Analyze tab.
3. In the upper left, click the dropdown menu to select Add and manage dashboards.
4. On the Manage dashboards page, click Add dashboard.
5. In the right panel, click the Select a dashboard dropdown menu and select a 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.

Learn more about customizing the analyze tab. 

Social reports and metrics

Review the reports available in each default social analytics dashboard. Report data is based on the selected date range, which is set to the last 60 days by default.

Optimize your content

• Which content types bring the most traffic?: displays the sum of HubSpot tracked link clicks each week, by social post media type. 
  • Tracked link clicks for Instagram and TikTok may be low because links in captions display as plain text and aren't hyperlinked by these networks.
• What content 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.

Social metrics

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

Social data limitations

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. 

Post visibility

The data available for social reporting depends on the social network and the social account's visibility settings. 

• Facebook, Instagram, LinkedIn, Reddit, TikTok, 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.

Social data and refresh times

• 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. 
• TikTok analytics may take up to 24–48 hours to be available in your social reports.

Data limitations in reporting

• Available metrics vary by social network. Some metrics might not be available for all connected social accounts.

• Metrics labeled Total new [metric], such as Total new engagement, measure the net change during the selected date range. 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 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.

• Due to LinkedIn's data retention policy, all LinkedIn data (impressions, clicks, interactions, etc.) will be deleted from HubSpot after one year.