What do the metrics in the Posts menu mean?

This glossary explains every metric that the Metrics menu of the Posts page can offer: what it counts, which networks fill it, its unit, how Nonli adds it up over a period, and its known limits. It was verified against Nonli's code on 18 October 2026.

1. Where the metrics menu is and why your list may be shorter#

In Posts, click SEE ALL next to Graphs, then Add metric to open the Metrics menu. The same metrics feed the summary bar and the graphs and leaderboard. For a tour of the statistics screens, see where to see the performance of your publications.

Your menu only lists the metrics of the networks your company has access to, filtered by the metrics your role is allowed to see, so it can be shorter than this page. You can select up to 10 metrics at a time. A network logo next to a metric means it comes from that network only; metrics without a logo are shared across networks. The common metrics, such as Post Clicks, Post Engagement, Post Reach, Post Impressions, Account Followers and Publications, are listed alongside the network-specific ones.

Labels come from your Nonli profile language. Network-specific metrics and Weighted Facebook Engagement Per Minute keep their English label in every language, except the Telegram Subscribers metric.

2. How period totals are calculated#

• Post metrics belong to the publication date. A post's metric is its lifetime total, and it counts in the period when the post was published. A click made today on a post published last month adds to last month, not to today.
• Each metric card shows three values: the sum over the selected posts, the average per post (/ Post (avg)) and the median (50th percentile).
• For averages and rates, read the average. Post Click-Through Rate, Post Video Avg Time Watched and Post Video Completion Rate are per-post rates or averages. Their sum is not meaningful; use the average value. The leaderboard already averages them.
• Per-post scores are added up like counters. Nonli sums Post Engagement Per Minute, Weighted Facebook Engagement Per Minute and Post Overperforming in the main total of metric cards and graphs, so a total such as 30 Overperforming for 30 posts is not a score. Read their average per post (/ Post (avg)) instead.
• The rate value shown on cards is the average per post divided by your current follower count, as a percentage. It uses today's audience, not the audience at publication, so there is no engagement rate at publication time.
• Account Followers is an account metric: its total is the value at the end of the period, not a sum.
• The Posts page can include posts imported from your connected accounts by Social Listening, not only posts published through Nonli. Those native posts have no Nonli short link.

3. When values update and when they stop#

Nonli refreshes each post's platform counters often right after publication (every 50 seconds at first), then less and less often: up to every 25 minutes during the first hours, hourly during the first day, daily until day 10, and every 10 days until day 60. 60 days after publication, platform counters stop updating and keep their last value. Nonli clicks keep counting after that, because they are recorded when the short link is opened.

Insights such as impressions, reach and video views require an owned, connected account. For competitor or public accounts, Nonli only reads public counters (comments, reactions, shares and engagement).

4. Why Nonli numbers can differ from the network's own tool#

• The network's tool usually shows activity that happened during the period; Nonli groups lifetime totals by publication date.
• Counters freeze 60 days after publication in Nonli, while the network keeps counting.
• Post Clicks only counts Nonli short-link clicks. Platform link clicks are separate metrics, such as Link Clicks on Facebook.
• Networks change or retire metrics. The status of each affected metric is given below.
• Pinterest only returns the last 90 days for impressions, video views and average watch time, so those values can go down.

5. Volume and audience#

Publications (publication): the number of posts published in the period that match your filters. Available for every network; summed. It is counted by Nonli from publication dates, not read from a network.

Account Followers (fan_count_global, also exposed as follower_count in the API): the follower, fan or subscriber count of your social accounts, shown with the Social account suffix. It is an account-level metric recorded once a day for every connected network. Its total is the value at the end of the period; the average is per social account.

Post Impressions (impression): how many times the post was displayed. Filled for Facebook (media views of non-video posts; empty for video posts), Instagram (total views of non-video posts), LinkedIn, TikTok, Threads (non-video posts), Pinterest, and X until its collection stopped. Summed. Requires an owned account.

Post Reach (facebook_post_impressions_unique): the number of unique people who saw the post, despite the Facebook name in its identifier. Filled for Facebook (unique media views), Instagram (reach) and LinkedIn organization pages (unique impressions). Summed across posts, so people reached by several posts are counted once per post.

Post Clicks (click): the clicks on the post's Nonli short link, counted by Nonli for every network. Bots, link previews from the Apple share extension and clicks from the Nonli back office are excluded. A click only counts on posts in the published state. It never includes platform clicks, and native posts without a Nonli short link have none. Summed; it keeps counting after the 60-day freeze.

Post Click-Through Rate (ctr): Post Clicks divided by Post Impressions, as a percentage rounded to two decimals. Computed by Nonli for Facebook and X only. For native posts imported by Social Listening, the platform link clicks are used instead of Nonli clicks. Nonli keeps the previous value when an input is missing, impressions are zero, or the result reaches 30% or more. Facebook video posts have no impressions, so no CTR. Read its average, not its sum.

6. Engagement#

Post Engagement (facebook_engagement): comments + reactions + shares, computed by Nonli for every network despite the Facebook name in its identifier; a missing part counts as 0. Facebook includes every reaction type; Facebook stories use story interactions. Instagram, YouTube and Pinterest have no shares in this sum. On X, Threads, Bluesky and Mastodon, shares are reposts plus quotes. Summed.

Post Comments (facebook_comment): the number of comments or replies on the post, read from each network's public counters. Summed. Available for competitor accounts too.

Post Reactions (facebook_total_reaction): all reactions or likes on the post. On Facebook it adds up every reaction type; elsewhere it is the network's like or favourite count. Summed.

Post Shares (facebook_share): the number of shares of the post. On X, Threads, Bluesky and Mastodon it equals reposts plus quotes. Summed.

Post Reposts (reposts): reposts, retweets or boosts on X, Threads, Bluesky and Mastodon. Summed.

Post Quotes (quotes): quote posts on X, Threads, Bluesky and Mastodon. Summed.

Post Engagement Per Minute (facebook_engagement_per_minute): Post Engagement divided by the minutes elapsed since publication (at least 1), rounded to two decimals. Computed by Nonli for every network. Because time keeps passing, the value decreases unless engagement grows, until the 60-day freeze. It is 0 when the publication time is unknown.

Weighted Facebook Engagement Per Minute (weighted_facebook_engagement_per_minute): engagement per million followers (measured when the post was created), divided by the minutes since publication. Computed by Nonli for any network, but only when the account had more than 50,000 followers; smaller accounts have no value. It lets large accounts be compared regardless of size.

Post Overperforming (overperforming): how the post's engagement compares with the median engagement of the same account, network and post type over the last 30 days, computed as (engagement + 10) / (median + 10) and rounded to two decimals. Above 1 means better than usual. Stories are only compared with stories. A score is written only when the post has an engagement value, the comparison group has at least 10 posts and at least one of them has non-zero engagement; otherwise no new score is written and any previous value is kept. A post with zero engagement can therefore still be scored. Before October 2026 it compared with the mean instead of the median.

7. Video#

Post Video Views (facebook_post_video_views): how many times the video was viewed, as each network counts a view. Filled for Facebook (media views, or the video's views when needed), Instagram, YouTube (the higher of its two APIs), TikTok, Threads, LinkedIn, Pinterest, Snapchat, and X until its collection stopped. Summed. Requires an owned account.

Post Video Views 3s (video_views_3sec): Facebook video views of at least 3 seconds (3-second views). Facebook video posts only; Instagram does not provide it. Summed.

Post Video Views Unique (facebook_post_video_views_unique): the number of unique viewers. LinkedIn still fills it; Facebook has returned nothing since 14 October 2026. Summed.

Post Video Avg Time Watched (facebook_post_video_avg_time_watched): the average time a viewer watched the video, in seconds. Filled for Facebook, Instagram Reels, YouTube, LinkedIn (time watched divided by viewers), Pinterest and Snapchat. Read its average, not its sum.

Post Video Completion Rate (video_completion_rate): the average share of the video that was watched, in %. Nonli computes it as average watch time divided by the video duration for video posts with a known duration; YouTube provides its own average view percentage. Without an average watch time it is 0. It is not capped. Read its average, not its sum.

8. Monetization#

Content Monetization Earnings (content_monetization_earnings): the estimated earnings of the post, shown with a $ sign. Facebook content monetization earnings and YouTube estimated revenue (lifetime) are supported. YouTube requires the monetary permission and a channel in the YouTube Partner Program. Summed. The currency of the Facebook amount has not been confirmed: treat it as an estimate and check the network's own tool for payouts.

9. Facebook metrics#

These metrics carry the Facebook logo and come from Facebook Page insights. They require an owned Facebook Page with a healthy connection. All are summed.

10. X (Twitter) metrics#

Nonli stopped collecting X metrics on 25 February 2026. These metrics keep the values collected before that date and no longer change. They required an owned X account; the organic metrics also needed a user-level authorization. All are summed.

11. Instagram metrics#

These metrics come from Instagram media insights and require an owned professional account.

Saved (instagram_saved): how many times the post was saved by users. Summed.

Total Interactions (instagram_total_interactions): Instagram's own total of likes, comments, saves, shares and replies. It can differ from Post Engagement, which excludes saves and shares. Summed.

Ig Reels Video View Total Time (instagram_ig_reels_video_view_total_time): the total time spent watching a Reel, including replays. The value is displayed in milliseconds, not seconds: divide by 1,000 for seconds. Summed.

Replays (instagram_clips_replays_count): Reel replays. Instagram stopped providing it, and Nonli has not filled it since 27 January 2025: history only.

12. LinkedIn, YouTube and Telegram metrics#

Click Count (linkedin_private_click_count): clicks on the post as LinkedIn counts them (content, company name or logo). LinkedIn organization pages only, not personal profiles. Summed.

Likes (youtube_likes): likes on the YouTube video, the higher of the YouTube Analytics and public Data API values. Public counter. Summed.

Dislikes (youtube_dislikes): dislikes on the video, only available for your own channel through YouTube Analytics. Summed.

Estimated Minutes Watched (youtube_estimated_minutes_watched): the total minutes viewers spent watching the video since publication, in minutes. Owned channels only. Summed.

Subscribers (subscriber): the member count of a Telegram channel recorded on its posts. It has not been updated since 12 March 2026 and is not a post-level measure: use Account Followers for audience size. History only.

13. Identifiers you will not find in the menu#

Some identifiers appear in exports or the API but are deliberately left out of the Metrics menu:

• weighted_facebook_engagement: engagement per million followers without the per-minute division. The API returns it, but Nonli removes it from the menu; use Weighted Facebook Engagement Per Minute.
• snapchat_screenshots: screenshots of a Snapchat story, collected but without a menu entry.
• instagram_follows, instagram_profile_activity, instagram_profile_visits and instagram_navigation: Instagram follows, profile actions, profile visits and story navigation, collected but without a menu entry.
• twitter_private_impression_count and twitter_private_user_profile_clicks: private X fields that were collected but never offered in the menu; X collection is stopped.
• facebook_pages_fb_story_sticker_interactions: Facebook story sticker interactions, stored without a menu entry.
• follower_count_estimated: an internal estimate of an account's audience, not a post metric.

14. Official sources#

Network definitions come from each platform's documentation:

• Facebook: Graph API Insights reference
• Instagram: Instagram Media Insights reference
• X: X API metrics
• YouTube: YouTube Analytics metrics and YouTube Data API videos resource
• LinkedIn: Organization share statistics
• TikTok: TikTok video object
• Threads: Threads insights
• Bluesky: getPostThread
• Pinterest: Pins analytics
• Snapchat: Public Profile API asset management
• Mastodon: Status entity
• Telegram: Bot API

Metrics marked as computed by Nonli (Publications, Post Clicks, Post Click-Through Rate, Post Engagement, the per-minute metrics, Post Overperforming and Post Video Completion Rate) follow the formulas on this page.