The Content section in the Analytics Dashboard shows you how much and what type of content you publish. Here you'll find post counts, type distribution, posting density by weekday, and the timeline of your publications.
Opening the Content Tab
Open Analytics in the side menu and click on the Content tab. Alternatively, select Content directly from the sidebar submenu.
KPI Cards
Posts
The total number of posts you published during the selected period. The card shows the percentage change compared to the previous period, helping you track whether your publishing frequency is increasing or decreasing. Consistent posting is a key factor for algorithmic visibility and audience retention.
Links Posted
The number of link posts you published, such as shared URLs that direct users to external websites. Link posts typically receive lower organic reach than visual content but can be valuable for driving traffic. This metric is primarily relevant for Facebook, as Instagram does not support link posts natively.
Photos Posted
The number of photo posts published during the selected period, including single images and carousels. Photo content often delivers strong engagement and is the most common content type across platforms. Compare this with your other content types to ensure a balanced publishing mix.
Videos Posted
The number of video posts published during the selected period, including standard videos and reels. Video content typically receives higher reach and engagement due to platform algorithm prioritization. Track this alongside your other content types to optimize your format strategy.
Complete Video Views
The total number of times your videos were watched to completion during the selected period. A high completion rate indicates compelling content that holds viewer attention. Compare this with total video views to calculate your completion percentage. Available for Facebook only.
15-Second Video Views
The number of times your videos were watched for at least 15 seconds. This is a key engagement threshold that indicates genuine viewer interest beyond a casual scroll. Higher 15-second views relative to total views suggest your video hooks are effective. Available for Facebook only.
Total Time Watched
The cumulative watch time across all your videos during the selected period. This metric reflects the total attention your video content commanded. Platforms reward high total watch time with increased distribution. Available for Facebook only.
Avg Time Watched
The average amount of time viewers spent watching each of your videos. A higher average indicates more engaging content that retains attention. Compare this with your video durations to understand at which point viewers typically drop off. Available for Facebook only.
Reels Posted
The number of Reels you published during the selected period. Reels are short-form vertical videos that typically receive boosted algorithmic distribution. Tracking your Reels output separately helps you monitor your investment in this high-reach format. Available for Facebook only.
Reels Plays
The total number of times your Reels were played during the selected period. Each play counts whether the viewer watched the full Reel or only a portion. High play counts indicate strong discoverability through the Reels feed and recommendations. Available for Facebook only.
Avg Reels Plays
The average number of plays per Reel published during the selected period. This normalizes your total plays by the number of Reels, giving you a fair comparison across periods with different publishing volumes. A rising average suggests improving content performance or algorithmic reach. Available for Facebook only.
Reels Total Time Watched
The cumulative watch time across all your Reels during the selected period. High total watch time is a strong signal to the platform algorithm that your Reels content is engaging and should be distributed more widely. Available for Facebook only.
Reels Avg Time Watched
The average amount of time viewers spent watching each Reel. Since Reels are typically 15-90 seconds long, a high average watch time relative to duration indicates strong viewer retention. Aim for viewers to watch at least 50% of your Reel length. Available for Facebook only.
Reels Reactions
The total number of reactions (likes and other emoji reactions) your Reels received during the selected period. Reactions are a direct indicator of emotional engagement and contribute to algorithmic distribution. Available for Facebook only.
Reels Comments
The total number of comments on your Reels during the selected period. Comments represent the highest-effort form of engagement and are heavily weighted by platform algorithms for distribution decisions. More comments typically lead to greater reach. Available for Facebook only.
Reels Shares
The total number of times your Reels were shared during the selected period. Shares are the most powerful engagement signal because they extend your content beyond your existing audience into new networks. High share counts often correlate with viral distribution. Available for Facebook only.
Reels Reach
The number of unique people who saw your Reels during the selected period. This measures how far your Reels penetrated beyond your follower base. Compare Reels reach with regular post reach to understand the amplification effect of the short-form video format. Available for Facebook only.
Reels Followers Gained
The number of new followers you gained as a direct result of your Reels content. This metric directly measures the conversion power of your Reels, showing how effectively they attract new audience members. A high conversion rate indicates your Reels content resonates strongly with non-followers. Available for Facebook only.
Charts
Type Distribution
A donut chart showing the percentage breakdown of your posts by content type, such as photo, video, link, reel, and status. The legend below the chart maps colors to labels. At a glance, you can see which content type dominates your publishing mix and whether you should diversify your format strategy.
Posting Density
A combined chart with bars and a trend line that breaks down your posting activity by weekday (Sunday through Saturday). Blue bars show the average number of posts per day, and a gray trend line smooths the distribution to reveal patterns. Use this to identify which days you are most active and where gaps exist in your schedule.
Post History
An area chart showing the daily number of published posts over time. The X-axis shows days and the Y-axis shows posts per day. This helps you evaluate your publishing consistency and spot pauses, spikes, or seasonal patterns in your content output.
Monthly Distribution
A bar chart showing how many posts you published each month. This provides a higher-level view of your publishing cadence than the daily history, making it easier to identify seasonal trends or months where publishing dropped off significantly.
Video Complete Views History
A line chart tracking the daily count of complete video views over the selected period. Rising completion counts over time suggest that your video content is becoming more compelling or that your audience is growing more engaged. Available for Facebook only.
15s Video Views History
A line chart showing the daily count of 15-second video views over time. This chart helps you evaluate whether your videos are consistently capturing viewer attention beyond the initial seconds. Dips may indicate less engaging content on those days. Available for Facebook only.
Video Views by Source
A breakdown chart showing where your video views originate from, such as organic reach, paid promotion, or viral sharing. Understanding your view sources helps you assess whether your organic strategy is effective or if you are relying too heavily on paid distribution. Available for Facebook only.
Video Play Type
A chart showing the split between autoplay and click-to-play views for your videos. A high click-to-play ratio indicates intentional viewer interest, while autoplay dominance suggests your content appears in feeds but may not be actively sought out. Available for Facebook only.
Most Viewed Videos
A ranking of your top-performing videos by view count during the selected period. Each entry shows a preview thumbnail, video title, view count, and engagement metrics. Analyzing your most-viewed videos helps you identify content themes and formats that maximize viewership. Available for Facebook only.
Reels History Charts
A set of line charts tracking key Reels metrics over time, including plays, reactions, comments, shares, and reach. These trend lines help you evaluate whether your Reels strategy is gaining momentum or plateauing, and identify which specific Reels drove performance spikes. Available for Facebook only.
Platform Specifics
- Full content types: photos, videos, links, status, reels
- Link posts available as a separate type
- Comprehensive video metrics: complete views, 15-second views, watch time, play types
- Full Reels analytics: plays, reactions, comments, shares, reach, followers gained
- Content types: photos, videos, carousels, reels, stories
- Stories may be counted separately
- No link posts (only link in bio)
TikTok
- Content types: videos, photos
- Only video and photo posts are counted
- No link or status posts
Frequently Asked Questions
Why is the post count lower than expected?
The post count is based on data available through the platform APIs. Deleted or archived posts may not be included. Make sure the correct time range is selected.
How can I optimize my posting frequency?
Compare the posting density with the engagement data from the Engagement tab. The "Best Times to Post" heatmap shows you the hours and days with the highest engagement. Align your posting frequency and times accordingly.
Why are no link posts shown for Instagram?
Instagram does not support classic link posts like Facebook. Links on Instagram can only be placed in the bio or in stories (from 10,000 followers). Therefore, the "Posted Links" category is typically empty for Instagram.
Next Steps
- Analytics Overview - Back to the overall overview
- Community Metrics - Understand follower growth and audience
- Reach Metrics - Analyze reach and impressions