Metricool Social Media Analytics: What Can You Track and Measure?

Metricool pulls analytics from your website or blog, Facebook, Instagram, TikTok, LinkedIn, Threads, X, Bluesky, Pinterest, YouTube, Twitch, Google Business Profile, and the major ad platforms into one dashboard. This article walks through what you can track on each platform, plus the reporting tools available on top of the raw analytics.

What Social Media Analytics Metricool Tracks

Key Social Media Metrics to Know

A few metrics show up across most platforms and are worth defining once.

• Engagement: Measures how users interact with your content relative to its visibility. Metricool offers different calculation formulas. On Instagram, engagement is always calculated using organic data, even if you have Meta Ads connected.
• Reach: The number of unique people who saw your content. Since reach is counted as unique per post, summing reach across multiple posts can distort the total if the same person saw several of them. Metricool generally shows average reach per post for this reason.
• Impressions: The total number of times your content was displayed. Unlike reach, the same person can generate multiple impressions on the same content.
• Comparison periods: The percentage next to a metric compares the current period to the immediately preceding equivalent period (so last 7 days against the 7 days before that, not last week against last calendar week). Reports use a different model based on full calendar months.
• Conversions: Defined by your Facebook pixel or ad platform configuration. Available in the ad campaign analytics for each network.

Brand Summary

The Brand Summary view rolls performance across every connected account into a single screen, with totals at the top and per-platform breakdowns ranked underneath. Instead of opening each platform separately, you can compare followers, impressions, interactions, and campaign performance on one page.

• Account: Followers (or subscribers) and impressions (or views) across every connected network. The exact metric depends on what each platform provides, since some report views and others report impressions.
• Posts: Total interactions, post count, and a full list of published content. On Instagram and Facebook, the count combines posts, Reels, and Stories.
• Ad Accounts: Impressions, clicks, and CPM across your connected Google, Meta, and TikTok ad accounts, with each platform’s performance shown next to the others for easy comparison.
• Campaign Breakdown: Every active campaign listed individually with its name, network, last update date, impressions, clicks, CPM, CPC, and total spend.

Web or Blog

Metricool tracks website and blog analytics including page views, visits, visitors, traffic sources, and visitor locations.

Web Analytics

• Page views: The total number of pages viewed on your website during the selected period. A single visitor browsing five pages generates five page views.
• Visits: The number of times your website was visited during the period, equivalent to “Sessions” in Google Analytics. Each browsing session counts as one visit regardless of how many pages were viewed.
• Visitors: The number of unique users who visited your website during the period.
• Posts: Total posts you published on the site during the selected period.
• Comments: Total comments received on those posts during the period.
• Averages: Daily page views, daily visits, daily visitors, page views per visitor, posts per week, and comments per post, calculated against the days in your selected range.

Post List

For each post:

• Date published
• Comments received
• Page views during the selected period
• Lifetime page views since publication

Location

• Visitor countries: A ranked list of countries your visitors are coming from, shown in absolute numbers and as a percentage of total traffic.
• Regional breakdown: Click into any country to see the regions within it and the visitor count per region.

Traffic

• Page Views: A ranked list of the most-visited pages on your site, with count and percentage of total visits for the period.
• Traffic Source: A ranked list of where your traffic came from (Google, direct, referrals, social). Expand any source to see the unique users it sent.

Facebook

Facebook page data combines organic and paid. Most metrics show as a single total, with the exception of post views which break out organic and paid separately. You can boost posts directly from Metricool, and full ad campaign performance lives in the Meta Ads view.

Page Overview

• Followers: Your total follower count at the end of the period.
• Views: Total views across posts, Reels, and Stories during the period, combining organic and paid data.
• Page Visits: The number of times your Facebook page was viewed during the period.
• Total Content: All publications during the period, including posts, Reels, and Stories combined.
• Daily and Weekly Averages: Daily new followers, page views per day, posts per day, and posts per week, each calculated by dividing the total by the days in the range.
• Balance of Followers: A daily breakdown of followers gained and lost during the period, displayed alongside the content you published on those days. Each unfollow-then-refollow on different days counts as two separate movements.
• Publications Viewed: Views and reactions on posts that generated traffic during the period, even if those posts were published earlier.

Demographics

• Country: Distribution of your followers by country.
• City: Distribution of your followers by city.
• Language: Distribution of your followers by language.

Clicks on Page

• Total Clicks: The combined count of clicks on your page’s CTA button (sign up, call, message, donate, etc.) and clicks on your website link.
• Page Visits: Number of visits to your Facebook page during the period.
• Posts Published: Total posts published during the period.

Posts Published in the Period

• Engagement: The aggregated engagement score for all posts in the period.
• Interactions: Total reactions, comments, shares, and clicks across all posts in the period.
• Average Reach per Post: Average number of people reached per post, calculated across the post count for the period.
• Views: Total times your posts were displayed, combining organic and paid.
• Interactions Breakdown: Reactions, comments, shares, and clicks each broken out individually, with per-post and daily averages.
• Content Types: Distribution of interactions across content types (links, images, events, videos), shown as a chart or table.
• Views Split: Organic versus promoted views shown side by side.

Post List

For each post:

• Type (link, video, image) and publish date
• Reactions, comments, shares, clicks, link clicks
• Views and reach (organic and promoted shown separately)
• Video views and watch time (for video posts)
• Engagement rate
• Spend (if promoted)

Reels in the Period

• Engagement: Aggregated engagement for all Reels in the period.
• Interactions: Organic interactions on your Reels during the period (likes, comments, saves combined).
• Average Reach per Reel: Average number of people reached per Reel, calculated across the Reels in the period.
• Video Views: Total Reel views during the period.
• Reels Count: Total Reels published during the period.
• Interactions Breakdown: Likes broken out individually, with comments and shares grouped under “Actions.”

Reel List

For each Reel:

• Publish date
• Views and reach
• Likes and actions (comments + shares)
• Engagement
• Total watched time and average time watched

Stories in the Period

• Stories Published: Total Stories published during the period.
• Story Details: Per-Story view showing date and format type (video or photo).

Competitors

• Summary view: For each competitor, total followers, page likes, posts published in the period (Reels not included), average reactions, comments, and shares per post, and engagement.
• More Statistics view: Per-competitor growth chart (followers and likes alongside content published), interactions evolution over time, and a full list of their posts with date, reactions, comments, shares, and engagement.

Instagram

Instagram switched from Impressions to Views. To access all Instagram metrics, your account must be connected via Facebook (direct Instagram connections offer limited data). Account-level metrics combine organic and paid; post and Reel sections show an organic summary by default, and connecting your Meta Ads account unlocks promoted post data. Stories are organic-only.

Community

• Followers: Your total follower count at the end of the period.
• Following: The number of accounts you follow at the end of the period.
• Posts Published: Total content posted during the period, including feed posts, Reels, and Stories.
• Followers Gained: Net change in followers during the period (the last selected day minus the day before the period started).
• Daily Follower Average: Average followers gained or lost per day across the period.
• Posting Frequency: Average posts per day and per week during the period.
• Balance of Followers: Net daily gains and losses, including movements from deleted or restricted accounts. The graph shows the net change per day rather than separate gained and lost counts.

Demographics

• Gender: Distribution of followers by gender.
• Age: Distribution of followers by age bracket.
• Country: Distribution of followers by country.
• City: Distribution of followers by city.

Account

Account-level analytics include profile evolution over time, reach and views combined, total interactions across the profile, and profile activity (visits and clicks on the profile itself).

Posts Published in the Period

• Engagement: Aggregated organic engagement for all posts in the period.
• Interactions: Total organic interactions (likes, comments, saves, shares) across all posts.
• Average Reach per Post: Average organic reach per post for the period. To include paid reach, you’ll need Meta Ads connected.
• Views: Total organic views across your posts during the period.
• Posts Count: Total posts published in the period.
• Interactions Breakdown: Likes, comments, saves, and shares broken out individually, with per-post and daily averages.
• Content Types: Distribution across image, carousel, and video posts. The views chart combines organic plus paid impressions.

Post List

For each post:

• Type (image, carousel, video) and publish date
• Views (organic vs. promoted shown separately)
• Organic and paid reach
• Organic likes, saves, comments, shares
• Total organic interactions and paid interactions
• Engagement, video views, paid clicks, and spend (where applicable)

Hashtags

For each hashtag used in feed posts (Reels not included):

• Organic Views: Views on posts where the hashtag was used. If the hashtag appears in multiple posts, this is averaged across them.
• Number of Posts: How many of your posts include the hashtag.
• Likes and Comments: Total likes and comments on posts using that hashtag, averaged when the hashtag was used in multiple posts.

Reels in the Period

• Engagement: Aggregated organic engagement for Reels in the period.
• Interactions: Total organic interactions (likes, comments, saves, shares).
• Average Reach per Reel: Average organic reach per Reel for the period.
• Video Views: Total Reel views during the period.
• Reels Count: Total Reels published in the period.

Reel List

For each Reel:

• Video views, organic and paid reach
• Organic interactions (likes, comments, saves, shares) and paid interactions
• Engagement, paid clicks, and spend (where applicable)
• Average watch time, total watch time, view rate past 3 seconds
• Reposts
• Duration and retention percentage (average watch time as a share of total duration)

Stories in the Period

• Impressions Over Time: How Story impressions trended through the period.
• Average Reach per Story: Average number of people reached per Story.
• Stories Posted: Total Stories published in the period.
• Story List: Per-Story view with date, impressions (organic and promoted split), organic and paid reach, replies, taps back, taps forward, and exits.

Competitors

• Summary view: For each competitor, total followers, posts and Reels published, average likes and comments per post, and engagement.
• More Stats view: Per-competitor community growth, post-level engagement, individual post stats with engagement, Reel-level metrics, and a full Reel list.

Threads

All metrics on Threads are organic.

Community

• Followers: Your total follower count at the end of the period.
• Profile Views: Times your profile was viewed during the period.
• Posts: Posts published in the period, not including reposts or replies.
• Net Follower Change: Followers gained or lost during the period.
• Daily Follower Average: Average followers gained per day in the period.
• Followers per Post: Average followers gained per post during the period.
• Posting Frequency: Daily posts and posts per week.
• Balance of Followers: Net daily change in followers, with each unfollow-then-refollow counted separately.

Demographics

• Gender, Age, Country, and City: Distribution of your followers across each of these dimensions.

Posts Published in the Period

• Engagement: Aggregated engagement for all Threads posts in the period.
• Interactions: Total interactions across posts (likes, replies, reposts, quotes, shares).
• Views: Total times your posts were displayed.
• Posts Count: Total posts published in the period.
• Interactions Breakdown: Likes, replies, reposts, quotes, and shares each broken out individually.
• Content Types: Distribution across text posts, reposts, videos, images, and carousels.

Post List

For each post:

• Type (link, video, image) and publish date
• Views
• Likes, replies, reposts, quotes, shares
• Engagement

X (Twitter)

X data is organic. Twitter Ads is not included, but the X API does indicate whether a post was promoted. Full X analytics require an Advanced or Custom plan. On Starter plans, the post list only displays posts published through the Metricool planner.

Community

• Followers: Your total follower count at the end of the period.
• Following: The number of accounts you follow at the end of the period.
• Posts: On Advanced and Custom plans, the total posts published during the period (including reposts and replies). On Starter plans, this shows as a Balance of Posts (net change in posts compared to the day before the period started, which can be negative if posts were deleted).
• Followers Gained: Net follower change during the period.
• Daily Follower Average: Average followers earned or lost per day in the period.
• Followers per Post: Average followers earned per post in the period.
• Posting Frequency: Daily and weekly post averages.
• Balance of Followers: Followers acquired and lost during the period (deleted or restricted accounts excluded), shown alongside posts.
• Acquisition: A list of accounts that followed or unfollowed you during the period, ordered most recent first.

Posts Published in the Period

• Engagement: Aggregated engagement for posts in the period.
• Impressions: Total times your posts were displayed, excluding impressions generated by reposts.
• Interactions: Total interactions (likes, reposts, replies, quotes, link clicks, profile clicks).
• Posts Count: Total posts published in the period.
• Interactions Breakdown: Likes, reposts, replies, quotes, profile clicks, and link clicks each broken out individually, with daily and per-post averages for likes and reposts.
• Content Types: Distribution across original posts, reposts, and replies. Impressions are split between organic and promoted.

Post List

For each post (reposts not shown individually, only counted in totals):

• Publish date
• Impressions
• Likes, reposts, replies, quotes
• Link clicks and profile clicks
• Engagement
• Video views (for posts with video)

Competitors

• Summary view: For each competitor, followers, accounts followed, posts in the period, average likes per post, average reposts per post, and engagement.
• More Stats view: Per-competitor growth in followers, accounts followed, and posts; an interactions chart showing likes and reposts evolution; and a full post list with the likes and reposts each received.

Bluesky

Bluesky data is organic. The API does not provide an impressions metric, so engagement isn’t calculated. When you connect your account, the last 30 days of data is retrieved, with follower count tracked from the first connection onward.

Community

• Followers: Your total follower count.
• Following: Total Bluesky accounts you follow.
• Posts: Posts published during the period.
• Follower Growth: Net change in followers during the period.
• Following Growth: Net change in accounts you follow during the period.
• Daily Follower Average: Average followers gained per day in the period.
• Posts per Week: Average posts per week in the selected time range.
• Follower Balance: Gained and lost followers in the period, alongside posts. Each unfollow-then-refollow on different days counts as two separate follows.
• Acquisition: A list of net follower changes, ordered most recent first, with a “Follows you” indicator showing whether each account currently follows you back.

Posts Published in the Period

• Total Engagements: Total interactions during the period (likes, replies, reposts, mentions).
• Posts Count: Total posts published in the period.
• Interactions Breakdown: Likes, replies, reposts, and mentions each broken out individually, with daily and per-post averages.

Post List

For each post:

• Type (text-only, photo, video)
• Date
• Likes, replies, reposts, mentions

Competitors

• Summary view: For each competitor, total followers, accounts followed, and posts.
• More Stats view: Per-competitor growth, interactions during the period (likes, replies, reposts, mentions, and post count), and a full post list with type, date, and interaction counts.

LinkedIn (Company Pages)

LinkedIn data is organic. Only the Paid Followers metric refers to paid data and only appears if there’s data for the selected period. The Stories section was renamed Newsletters on July 28, 2025.

Community

• Followers: Total followers on the page at the end of the period.
• Paid Followers: Followers acquired through paid LinkedIn campaigns. Hidden if zero.
• Average Unique Visitors: Daily average of unique users who visited your LinkedIn page during the period.
• Button Clicks: Times users clicked the custom button on your page (Visit Website, Sign Up, Contact Us, or whichever you’ve configured).
• Page Views: Times users visited your organization’s page, across all available sections (home, overview, jobs, etc.).
• Total Content: Posts plus newsletters published during the period.
• Follower Growth: Net follower change during the period.
• Daily Follower Average: Net follower growth divided by the number of days in the period.
• Followers per Content: Net follower growth divided by the total content items published.
• Content per Day: Average content items published per day in the period.
• Follower Balance: Followers gained and lost during the period, including deleted or restricted accounts.

Account

Content viewed in the period covers the cumulative performance of posts and newsletters that generated activity during the period, including content originally published before the date range.

• Impressions, reactions, comments, shares, and clicks for that content.

Demographics

• Country, Region, Industry, and Job Function: Percentage of your followers across each dimension.

Posts Published in the Period

• Engagement: Aggregated engagement for posts in the period.
• Interactions: Total interactions (reactions, comments, clicks, shares).
• Impressions: Times posts were displayed. LinkedIn counts an impression when content occupies at least 50% of the screen for 300 ms, or on click.
• Posts Count: Total posts published in the period.
• Interactions Breakdown: Reactions, comments, clicks, and shares each broken out individually, with per-post and daily averages.

Post List

For each post:

• Date and type (Text, Image, Multi-image, Video, Document, Article, Poll, Celebration)
• Reactions, comments, clicks, shares
• Impressions
• Engagement
• Video views, viewers, total watch time, and average watch time (for video posts)

Newsletters

• Engagement: Aggregated engagement for newsletters in the period.
• Interactions: Total reactions, comments, clicks, and shares on newsletters.
• Impressions: Times newsletters were displayed.
• Newsletters Count: Total newsletters published in the period.

LinkedIn (Personal Profiles)

Post stats for personal profiles are only available for content published via Metricool, due to LinkedIn API restrictions on historical and externally-published content for personal accounts. Follower data is available from the first connection onward.

Community

• Followers: Total followers on your profile.
• Posts: Posts published via Metricool in the selected time range.
• Follower Growth: Net change in followers during the period.
• Daily Follower Average: Average followers gained or lost per day in the period.
• Followers per Post: Average followers gained per post in the period.
• Posts per Day: Average posts per day in the period.
• Follower Balance: Followers gained and lost during the period, including deleted or restricted accounts.

Account

Content viewed in the period covers posts that generated activity during the period, regardless of when they were published.

• Impressions, reactions, comments, and shares for that content.

Posts Published in the Period

• Engagement: Aggregated engagement for posts in the period.
• Interactions: Total interactions (reactions, comments, shares).
• Impressions: Times posts were displayed.
• Posts Count: Total posts published in the period.

Post List

For each post:

• Date and type (Text, Image, Multi-image, Video, Document, Article, Poll, Celebration)
• Reactions, comments, shares
• Impressions and unique impressions
• Engagement
• Video views, viewers, and watch time (for video posts)

Pinterest

Pinterest data is organic.

Community

• Followers: Total followers at the end of the period.
• Following: Total users you follow.
• Pins: Total Pins published during the period.
• Follower Growth: Net change in followers during the period.
• Daily Follower Average: Average followers gained or lost per day in the period.
• Followers per Pin: Average followers gained per Pin in the period.
• Posting Frequency: Pins per day and per week.
• Follower Balance: Net follower change per day, including movements from deleted or restricted accounts.

Published Pins

• Engagement: Aggregated organic engagement for Pins in the period.
• Impressions: Total times your Pins were shown during the period.
• Pins Count: Pins published by the account in the period.
• Total Interactions: Combined Pin clicks, outbound clicks, and saves.
• Interactions Breakdown: Pin clicks, outbound clicks, and saves each shown individually.

Pin List

For each Pin:

• Publish date
• Impressions
• Saves
• Pin clicks
• Outbound clicks
• Video views and average watch time (for video Pins)

Pins with Views

Pins that generated views during the period, regardless of when they were published.

• Impressions: Total times Pins with views appeared during the period.
• Pin Clicks: Times users clicked into a Pin to view it in detail on Pinterest.
• Outbound Clicks: Times users clicked a Pin and left Pinterest to an external link.
• Saves: Times users saved your Pins.
• Engagement and Interactions: Engagement score and total interactions for these Pins during the period.

TikTok

TikTok data comes from the official TikTok API and represents organic activity from your profile. Business accounts have access to more data than personal accounts, including demographics, account-level analytics, and additional video metrics.

Community

• Followers: Your total follower count at the end of the period.
• Posts: Total posts published in the period.
• Balance of Followers: For Business accounts, daily followers acquired and lost alongside posts. For Personal accounts, the balance is the day-over-day difference without a daily gained-vs-lost breakdown.

Demographics

• Gender: Distribution of your followers by gender.
• Country: Distribution of your followers by country.

Account

• Profile Views: Times your TikTok profile was visited during the period.
• Posts: Total posts published during the period.
• Posts Viewed: Views, likes, comments, and shares on posts that received views during the period, regardless of when they were published.

Posts Published in the Period

• Engagement: Aggregated engagement for posts in the period.
• Interactions: Total interactions across posts (likes, comments, shares).
• Average Reach per Post: Average reach per post in the period.
• Post Views: Total post views.
• Posts Count: Total posts published in the period.
• Interactions Breakdown: Likes, comments, and shares each shown individually.
• Impression Sources: Percentage of impressions coming from For You, Following, Profile, and Search.
• Average Watch Time: Average watch time per video and average video length.

Post List

For each post:

• Type (image or video) and publish date
• Views, with a percentage breakdown by source
• Likes, comments, shares
• Reach and duration
• Engagement
• Full video views (percentage who watched to the end)
• Total and average watch time
• Source breakdown: For You, Following, Hashtag, Sound, Profile, Search

Google Business Profile

Google Business Profile analytics cover reach, clicks, reviews, and content published to your listing.

Location

• Maps Searches: Times your business was searched on Google Maps.
• Search Searches: Times your business was searched on Google Search.
• Total Reach: Combined searches from both Maps and Search.
• Reach Distribution: Percentage breakdown of reach by source.
• Keywords: Impressions generated by each keyword that surfaced your business in search results.
• Clicks: Website clicks, phone clicks, directions clicks, and total clicks across every button on your listing.

Reviews

• Star Rating: Average rating across your reviews.
• Total Reviews: Combined count of reviews received.
• Review List: For each review, the user’s name, message, date, star rating, and whether you’ve answered it.

Photos and Videos

• Total Uploaded: Photos and videos uploaded to your listing during the period.
• Per-item List: Each upload with its date and type (photo or video).

Publications

• Total Posts: Posts published to your listing during the period.
• Per-post List: Each post with its date and type.

YouTube

YouTube channel data is organic. Some metrics may not populate for the last 2-3 days. Subscriber count is tracked from the day the account was connected, and full metrics take about 7 days to populate after the first connection.

Community

• Subscribers: Total subscribers in the period (rounded down to three significant figures by YouTube).
• Video Views: Total views in the period, including views on private, unlisted, and deleted videos.
• Revenue: Total channel revenue in the period.
• Videos: Total videos posted, including hidden videos.
• Balance of Subscribers: Subscribers gained and lost during the period, with each unsubscribe-then-resubscribe counted separately, shown alongside videos posted.

Demographics

• Gender, Age, and Country: Distribution of viewers across each dimension.
• Traffic Source: Where viewers found your content (YouTube search, suggested videos, Shorts, external links, YouTube ads).

Revenue in the Period

For each monetized video:

• Publish Date: When the video went live.
• Total Revenue: Combined revenue from the video.
• Partner Revenue: Revenue earned through the Partner Program.
• Ad Revenue: Revenue specifically from ads on the video.
• Impressions: Times the ads on the video were shown.
• Monetized Playbacks: Times the video was watched with at least one ad served.

Published Videos

Cumulative performance for videos published in the period.

• Video Views: Total views across published videos, including hidden videos.
• Likes, Dislikes, Comments, Shares: Each interaction type aggregated across published videos.
• Videos Count: Total videos published in the period.
• Video List: Per-video data with publish date, views, watch time, average view duration, likes, dislikes, comments, and shares.

Viewed Videos

Data for videos that generated views during the period, regardless of when they were published.

• Video Views, Likes, Dislikes, Comments: Aggregated across all videos viewed in the period.
• Video List: Each video that received views, with publish date, views, watch time, average view duration, and interaction counts.

Competitors

For each competitor:

• Subscribers: Total subscribers of the competitor’s channel.
• Total Views: Combined views of their videos.
• Videos: Total videos posted in the period.
• Average Likes, Dislikes, Comments per Video: Each averaged across the competitor’s videos published in the period.

Twitch

Twitch analytics cover community growth, subscriptions, streams, and competitors.

Community

• Followers: Total followers at the end of the period.
• Subscribers: Total subscribers at the end of the period.
• Videos: Total videos posted in the period.
• Balance of Followers: Follower gains and losses in the period, with each unfollow-then-refollow counted separately.

Subscriptions

• Subscribers by Tier: Total Tier 1, Tier 2, and Tier 3 subscribers, plus gifts received and videos posted in the period.
• Distribution: Chart or table showing how subscribers are split across tiers and gifts.
• Subscriber List: Each subscriber with the date they subscribed and the tier they’re on.

Streams

• Total Views: Combined views across videos posted in the period.
• Total Stream Duration: Combined duration of streams in the period.
• Videos Count: Total videos posted in the period.
• Video List: Each stream with date, duration, and total views.
• Clip List: Each clip with title, date, the stream it came from, the game played, and total views.

Competitors

For each competitor:

• Name, Followers, Videos, Clips, Views: Counts across the period for each.

Meta Ads

When you connect a Meta Ads account, Metricool pulls data for the entire ad account.

Account Overview

• Impressions: Total times your ads were displayed during the period.
• Reach: Total people reached by your ads.
• Spend: Total amount spent on Facebook and Instagram ads during the period.
• Clicks: Total clicks on ads.
• CPM (Cost per 1,000 impressions): Calculated as spend divided by impressions, multiplied by 1,000.
• CPC (Cost per Click): Calculated as spend divided by clicks.
• CTR (Click-Through Rate): Calculated as clicks divided by impressions, multiplied by 100.
• Conversion Value: Revenue from sales tracked through your website (requires Meta to be allowed to measure it).
• ROAS (Return on Ad Spend): Calculated as conversion value divided by spend, showing how much each dollar invested generated.

Campaigns

For each campaign:

• Name and last update date
• Impressions and reach
• Clicks and conversions
• Results and conversion value
• CPM, CPC, CTR, ROAS
• Total spend

Google Ads

Account Overview

• Impressions: Total times your campaigns were shown during the period.
• Spend: Total spent on Google Ads in the period.
• Clicks: Total clicks across your campaigns.
• Conversions: Total conversions during the period.
• CPM, CPC, CTR: Cost per thousand impressions, cost per click, and click-through rate, calculated as on Meta.
• Conversion Value: Revenue from sales tracked through your website.
• ROAS: Revenue generated per dollar of ad spend, calculated as conversion value divided by spend.

Campaigns

For each campaign:

• Start date (Updated)
• Impressions, clicks, conversions
• CPM, CPC, CTR
• Conversion value, ROAS, total spend

Keywords

For each keyword:

• Impressions
• Clicks and conversions
• CPM, CPC, CTR
• Amount spent

TikTok Ads

Account Overview

• Impressions: Total impressions for the ad account in the period.
• Cost: Total cost across all campaigns, shown in the account’s configured currency.
• Clicks: Total clicks on your ads.
• Conversions: Total conversions across your ad campaigns.
• CPM, CPC, CTR: Cost per thousand impressions, cost per click, and click-through rate.

Campaigns

For each TikTok ad campaign:

• Name and last update date
• Clicks and conversions
• CPM, CPC, CTR
• Total cost

Reporting on Top of Your Analytics

The analytics above are the foundation. Once you have all your data, Metricool gives you a few ways to turn it into reports you can share with a team or a client.

Standard Reports

Build a branded PDF or PowerPoint that pulls in metrics from every connected platform. Pick a date range, choose your networks, add your logo, and download. You can also schedule reports to send by email each month, and on Advanced and Custom plans you can save reusable templates per brand.

Campaign Dashboards

Group the organic posts and paid ads that belong to a single campaign into one unified view with Metricool’s Campaign Dashboard. After syncing, you get a content summary with a performance chart, the top 5 best-performing posts (rankable by impressions or interactions), combined metrics across networks, and AI-generated insights you can edit before sharing with a client. Each dashboard supports a campaign period of up to 90 days, and you can share a read-only link with anyone who needs to see the results.

Metricool Studio

Build custom reports by writing a prompt in plain language. Ask Metricool Studio to compare brands over a period, look at your top reels by content type, or break down posting times against engagement, and it produces the charts, tables, and written takeaways based on what you asked for. Studio works in guided mode (where you fill in structured fields and it builds the prompt for you) or expert mode (where you write the prompt yourself or start from a Smart template). Views with a relative date range (like “this week”) refresh automatically when re-synced, so you can share one link with a client and update it on your schedule.

Looker Studio Connector

For full design control or for combining your Metricool data with sources like Google Analytics, BigQuery, or Google Sheets, the Looker Studio connector is available on Advanced and Custom plans. Build dashboards from scratch or start from Metricool’s template.

Between the platform-by-platform analytics covered above and the reporting layer on top, Metricool gives you a way to track what’s happening, group results by campaign, and turn the numbers into something a client or a team can act on.