Platform Analytics

Analytics from platforms refers to the tools, features, and methods provided by social media platforms to track, measure, and evaluate the performance of content, campaigns, and user interactions within the platform’s ecosystem. They do this to offer insights into key metrics like engagement rates, impressions, reach, follower growth, click-through rates, and audience demographics. But why do platforms give this information?

They provide it so that individuals, brands, marketers, and businesses can understand just how much (or how little) their audience is interacting with their posts, stories, videos, or ads. From this, they can gain a pretty decent understanding of what works and what doesn’t when it comes to their overall strategy on that social media platform. For example, Instagram Insights, Twitter Analytics, Facebook Analytics (now integrated with Facebook Business Suite), TikTok Analytics, and LinkedIn Analytics are all specialized tools unique to their respective platform.