Short definitions for every metric shown across the Data & Analytics tabs. For full definitions including data sources, formulas, and guidance notes, see the per-tab articles or the canonical metric definitions document.
Executive Summary
Metric | Definition |
Followers | Total followers across your connected social media accounts. Platforms shown depend on which accounts are linked |
Cross Platform Reach | Unique accounts who saw your social content across all connected platforms. Not deduplicated cross-platform |
Paid Impressions | Total times your ads were shown. Counts each view, including repeat views by the same person |
Share of Voice % | Your brand’s % of all mentions across your brand + competitors. Changes if the competitor basket changes |
Positivity % | % of your brand’s mentions that are positive in sentiment. Falls when neutral coverage spikes, even without more negatives |
Total Users | Unique visitors to your site. One person on two devices may count twice. Includes modelled data |
Paid Engagements | Total clicks on your paid ads across all platforms |
Share of Search % | Your brand’s % of total searches across your brand + competitors. Leading indicator of market share |
Branded Traffic | Visits from users who searched your brand name and clicked through. Always lower than Branded Searches |
Sessions | Total visits to your site. One person visiting twice = 2 sessions |
Paid Traffic | Visits from paid ad clicks. Undercounted if campaigns lack UTM tags |
Share of Traffic % | Your site’s % of estimated total web traffic across your brand + competitors. Modelled — use directionally |
Ad Conversion Rate | The percentage of users who completed a desired action after interacting with an add - (conversions / clicks x 100). |
Total Cost (Paid Media) | Total ad spend across all connected platforms. Media spend only — excludes fees and production costs |
CPA | Average cost per conversion from paid ads (ad spend ÷ conversions). |
ROAS | Revenue per £1 of ad spend. Formula may vary by account — confirm with your account team |
Brand Health
Metric | Definition |
Positivity % | % of brand mentions that are positive. Large neutral volume will suppress this even without more negatives |
Share of Voice % | Your brand’s % of all mentions vs competitors. Changes if the competitor basket changes |
Cross Platform Reach | Unique accounts who saw your social content. Each account counted once per platform |
Media Mentions | Press and online articles mentioning your brand. Syndicated articles count per outlet |
Mention Sentiment by Brand | Positive / neutral / negative breakdown for your brand vs each competitor in the basket |
Publication Breakdown | Top publications by mention count, with estimated readership per outlet |
Search & Visibility
Metric | Definition |
Branded Searches | Estimated times your brand name was searched. Includes searches that didn’t result in a click-through |
Share of Search % | Your brand’s % of total searches across your brand + competitors |
Sessions | Total site visits from all channels. Repeat visits by the same user each count separately |
Share of Traffic % | Your site’s % of total estimated web traffic vs competitors. Modelled estimate |
Branded Search Breakdown by Competitor | Absolute branded search volume per brand in the basket. Shows scale alongside Share of Search % |
Sessions Breakdown by Source | Your site sessions split by channel (organic, paid, direct, social, etc.) |
Commercial Impact
Metric | Definition |
Ad Conversion Rate | The percentage of users who completed a desired action after interacting with an add - (conversions / clicks x 100). |
Total Ad Spend | Total ad spend across all connected platforms. Same as “Total Cost (Paid Media)” on the Executive Summary |
CPA | Average cost per conversion (ad spend ÷ conversions). |
ROAS | Revenue per £1 of ad spend. Formula varies by account — confirm with your account team |
Google Conversions | Daily conversion volume from Google Ads. |
Meta Conversions | Daily conversion volume from Meta Ads. |
Key concepts
Concept | What it means |
Competitor basket | The defined set of competitors used as the denominator in all “share of” metrics. Changing it shifts all historical figures — handle with care |
Last 30 days vs Last 90 days | 30-day tiles cover fast-moving metrics; 90-day tiles smooth slower brand and search trends. The two windows are not directly comparable |
Previous-period comparison | % change vs the prior period of equal length. −100% means the metric dropped to zero — check your data sources if unexpected |
Campaign labels
Term | What it means |
TOFU | Top of funnel — awareness-stage campaigns |
MOFU | Middle of funnel — consideration-stage campaigns |
BOFU | Bottom of funnel — conversion-stage or retargeting campaigns |
ABO | Ad Set Budget Optimisation — budget controlled at ad set level |
ASC | Advantage+ Shopping Campaign — Meta’s automated campaign type |
PMAX | Performance Max — Google’s automated cross-channel campaign type |
Last updated: April 2026