Analyze social reports

After you connect your social accounts, use the analyze tab in the social tool to evaluate the performance of your social posts. This can help you monitor engagement and audience trends across social networks. 

To create custom social reports, learn how to report on social posts using the custom report builder. 

Before you get started 

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

Understand requirements

• You must connect your social media accounts to HubSpot.

• The social post data available for social reporting depends on the social network:

  • Facebook, Instagram, LinkedIn, and YouTube: posts published either through HubSpot or through the social network will be available for reporting.

  • X: when you connect your account, you can choose whether you want to report on posts from all sources, or only posts published through HubSpot. If you want to change your post visibility settings for X, you'll need to disconnect your social account, then reconnect it with the desired setting. Learn more about managing your post visibility. 

Understand limitations and considerations

• When you connect your social account, the last 60 days of social post data will be pulled in automatically.
• Data from externally published posts can take up to one day to appear in social reports. 
• Social reports can only display data from the past year. Data older than one year may not display on your social reports.
• While it isn't possible to publish Instagram IGTV videos from HubSpot, analytics such as likes and impressions from externally published videos will still display. These analytics will also be reflected in relevant social reports.
• HubSpot collects post-specific data for the first 30 days after a post is published. Any data after the 30-day period will not appear in HubSpot. This includes:
  • Impressions
  • Likes
  • Reactions
  • Replies
  • Retweets
  • Shares
• Social reports do not include data from:
  • Facebook Reels. Data from Facebook Reels will not 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 will not 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 1 year. You can still view this data by logging in to your connected LinkedIn account.

Filter your social reports

Filter your social post data by account, social network, date range, and associated campaign. Certain reports, such as Sessions and New Contacts, reports cannot be filtered. 

To filter your social reports:

1. In your HubSpot account, navigate to Marketing > Social.
2. At the top, click the Analyze tab.
3. At the top, filter reports by:
   • Users and teams: filter by user or team account access.
   • Accounts: filter by all accounts, a specific account, or a specific 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.
   • Campaign: filter by the campaign your social posts are associated with.
4. To compare social report data by date ranges, select the Compare date ranges checkbox in the upper right.
   • Data will display for social posts published within the current date range compared to the previous date range. For example, if the date range is set to Last week, the reports will display data for last week compared to data from the previous week. 

• • In each report, you can also review the count and percentage increase or decrease of the report metrics. 

Save a report to your library or dashboard

Please note: when you filter a report to display data from a specific social account, the report cannot be saved. To save a report using the accounts filter, you must select all social networks or all accounts from a specific network.

1. In your HubSpot account, navigate to Marketing > Social.
2. At the top, click the Analyze tab.
3. In the top right of your report, click Save report.
4. In the right panel, configure the following report details:
   • Enter a report name.
   • Enter a description of the report. 
   • Under Add this report to a dashboard, select the radio button to confirm whether you'd like to add the report to a dashboard:
     • Don't add to dashboard: HubSpot won't add the report to any of your dashboards, but will save the report to your report library so you can use it later.
     • Add to existing dashboard: you can select an existing dashboard to add the report to. When you select this option, you can select the dashboard from the dropdown menu. 
     • Add to new dashboard: you can create a new custom dashboard and add the social report to the new dashboard. When you select this option, you'll be prompted to enter a Dashboard name in the following step.
   • In the bottom right, click Next or Save & add if you’re adding the report to an existing dashboard. 
   • If you aren’t adding the report to a dashboard, or you’re creating a new dashboard, under Who can access this report, select the radio button to set the report access. 
     • Reports that are added to existing dashboards will be controlled by the dashboard's access settings. 
   • In the bottom right, click Save or Save & add if you're adding the report to a dashboard. 

Review social reports 

The following reports are available across supported social networks. Each report presents different engagement data, split out by network. 

All social networks

• 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.
• Interactions: reports the number of likes, reactions (Facebook), and comments on your published social posts. This includes posts that were published to your connected social accounts outside of HubSpot if this is selected in your social account settings. Interactions vary across each social network:
  • Facebook: comments from the user's account will be counted as interactions, and only direct comments to the posts will be counted. Nested comments will not be included.
  • Instagram: comments from the user's account will be counted as interactions, including any replies.
  • LinkedIn: all comments from the user's account will be counted as interactions, and only direct comments to the posts will be counted. Nested comments will not be included.
  • X: replies from the user's account will not be counted as interactions. X reposts are also excluded in this report, but are included in the Shares report.
• Clicks: tracks the number of clicks on social posts published through HubSpot. Clicks are tracked in HubSpot using shortened link URLs. Click counts may differ from what you see on your social media account:
  • The social network's metrics may include clicks on other elements (i.e. profile pictures, account name, etc.).
  • Click counts in HubSpot may also be higher than what you see in your social media account if the shortened URL is shared outside of the social post.
  • YouTube and Instagram posts are not included in this report.
• Shares: displays the number of published social posts that were shared, including X reposts. Please note the following:
  • This will also include posts that were published to your connected accounts outside of HubSpot if this is selected in your social account settings.
  • LinkedIn personal profile shares, LinkedIn video shares, and Instagram shares won't be included, as these networks do not provide share data.
• Impressions: tracks shows the number of views that social posts on your LinkedIn, Facebook, and Instagram company pages received. Please note the following:
  
  • This report does not include data from X, personal LinkedIn accounts, videos you've published on LinkedIn, or impressions from sponsored posts.
  • This will also include posts that were published to your connected accounts outside of HubSpot if this is selected in your social account settings.
• Sessions: shows the number of web sessions on your site (HubSpot-hosted web pages, or web pages that have your HubSpot tracking code installed) that took place within the selected time period that came from social media.
  • The social posts that drove these sessions could have been published at any time, and from any social source. For example, if a third party publishes a LinkedIn post containing a link to your site, any clicks on that link will result in web sessions which will appear in the Sessions report.
• 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 period.
• Top Posts: lists your top ten performing posts. You can see an overview of each post's interactions, clicks, shares, and impressions. From this report, you can do the following:
  • Click on a post to view more details in the right panel.
  • Click the Filter by dropdown menu to filter the posts by most interactions, most impressions, most clicks, or most shares.

YouTube

When a YouTube account is connected, the following additional reports are available. YouTube performance data cannot be filtered by individual YouTube accounts. The data displayed is aggregated based on all connected accounts. 

• YouTube Overview: shows the total values for channel subscribers, videos published, likes, dislikes, comments, shares, video views, average view duration, HubSpot sessions, and HubSpot contacts. Each metric shows the percentage change from the previous time period.

• Watch time: displays shows the total watch time per day in minutes for the time period selected.

• Views: tracks the total views per day for the time period selected.

• Interactions: shows the number of likes, dislikes, comments, and shares per day that occurred during the time period selected.

• Subscribers: measures the number of subscribers gained and lost per day for the time period selected.

• YouTube Post Engagement: lists all the videos posted during the time period selected, along with the publish date and time, views, average percentage viewed (an average of how much of the video each person watched), likes, dislikes, comments, and shares. To sort the report by a specific metric, you can click the column header.