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Insights Overview

The Insights tab in Social Marketing offers a detailed look at your content performance across social platforms. Divided into two main sections—Link Performance and Post Performance—this dashboard helps you understand the reach and effectiveness of your social strategy, prove ROI, and optimize future content.

Why use Insights?​

  • Track post performance across all connected social platforms
  • Measure link clicks and traffic from shortened URLs
  • Identify top-performing content and engagement trends
  • Prove ROI with data-backed reports
  • Optimize posting times and content strategy

What's included​

Get started​

  1. Go to Social Marketing > Insights.
  2. Click Post Performance to see reach, engagement, and impressions for your posts.
  3. Click Link Performance to track clicks on shortened URLs.
  4. Identify your top-performing posts and content types.
  5. Use the data to refine your posting schedule and content strategy.

The Link Performance dashboard tracks the number of clicks on shortened URLs used in your social posts. This allows you to evaluate how well different platforms and campaigns drive traffic to your website, landing pages, or other digital destinations.

What's Included:​

  • Shortened Link Tracking: Automatically tracks click-throughs on links created using Social Marketing's link shortener.
  • Traffic Source Attribution: Clicks are broken down by source—Facebook, X (Twitter), LinkedIn, Google, and "Other."
    • "Other" often includes Dark Social sources like email, messaging apps, or unknown referrals.
  • Historical Overview: View the performance of links over time, categorized by posted date.

Note: This feature is available with Social Marketing Pro.

Post Performance​

The Post Performance section provides in-depth analytics on the social posts you've published through the Social Marketing platform—and in some cases, posts created outside the platform.

Key Metrics Tracked:​

  • Reach – The number of unique users who saw your post.
  • Engagement – Includes likes, comments, shares, clicks, and reactions.
  • Impressions – Total number of times your post was shown.
  • Click-Through Rate (CTR) – The percentage of viewers who clicked your post.
  • Engagement Rate – The percentage of viewers who engaged with your content.

This data helps you refine your posting strategies by identifying what types of content and publishing times generate the strongest results.

Frequently Asked Questions (FAQs)​

What social media platforms does Social Marketing monitor for post performance?

Social Marketing tracks post content, reach, engagement, and customer replies across:

  • Facebook: Yes to all
  • Instagram: Yes to all
  • X (Twitter): Yes (no replies, limited to last 10 posts for active users)
  • Google Business Profile: Yes (no replies)
  • LinkedIn: Yes (no replies for posts made outside Social Marketing)

Facebook: Only last 100 posts before connection date X: Only last 10 posts from an active user

Can Social Marketing pull data from posts published outside the app?

Yes, in many cases. Social Marketing can import historical post data from the following platforms:

  • Facebook, Instagram, X, GBP: Reach and engagement for previous posts, even those created outside the platform.
  • LinkedIn: Limited support; posts made before the connection will appear under "Posts," but post-performance metrics will be limited unless the account is disconnected and reconnected.
What does "Dark Social" mean in Link Performance?

"Dark Social" refers to visits that originate from untraceable sources—such as shared links in private messages, emails, or apps where referral data is stripped. These clicks are grouped under the "Other" category.

How can I access historical data for LinkedIn and GBP?

To refresh historical data:

  1. Disconnect and reconnect the LinkedIn or GBP account.
  2. Data will automatically populate for:
    • LinkedIn: Up to 1,000 previous posts
    • Google Business Profile: All posts, with a 530-day limit on reach/engagement data

Note: LinkedIn data limitations are imposed by LinkedIn's API.

Can I use analytics to improve strategy?

Yes. Visit Social Marketing > Insights > Post Performance to:

  • Identify top-performing posts
  • Spot content and engagement trends
  • Adjust your content calendar based on actual reach and engagement metrics

Use the insights to refine messaging, optimize posting times, and prove ROI with data-backed reports.