> For the complete documentation index, see [llms.txt](https://integrations.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://integrations.impact.com/integration-guides/for-brands/social-integration/social-stat-reference.md).
# Social Stat Reference
Social media platforms, such as Instagram and Facebook, measure post performance through engagement metrics, such as comments, likes, and saves. impact.com maps each social platform's native API fields to a standardized set of creator post metrics. This page is your reference for which metrics are available per platform and the exact API fields impact.com uses to retrieve them.\
\
impact.com retrieves each metric from the social provider's API, then transforms it into a standardized field. The tables below show the provider's source field.
## How social integrations work
To illustrate how data flows from a creator's social account to impact.com, the steps below use **Instagram** as an example. The same workflow applies to all supported social networks.
{% stepper %}
{% step %}
### A creator connects their social account
When a creator joins your program, they connect their social accounts to impact.com. This grants impact.com read-only access to their post-level data through each platform's API (for example, Instagram's Graph API).
{% endstep %}
{% step %}
### impact.com retrieves post-level stats
After a creator publishes content, impact.com queries Instagram's API to retrieve stats for that post — comments, likes, views, and more — using the API fields listed in this reference.
{% endstep %}
{% step %}
### Stats map to standardized metric names
Each platform uses different field names for similar metrics. impact.com translates these into a common set of metric names so you can compare performance across platforms in one place.
{% endstep %}
{% endstepper %}
## Metric definitions
Expand each metric to see the API field impact.com uses per platform and the platform's definition of that field.
Comments
Number of comments on the content.
| Platform | Source API Field | Definition |
| ---------------- | ------------------------------ | --------------------------------------- |
| Instagram Post | `comments_count` | Number of comments on the media object. |
| Instagram Reel | `comments_count` | Number of comments on the media object. |
| Instagram Story | Not supported | Not available on Instagram Stories. |
| TikTok Video | `comments` | Total number of comments on the video. |
| YouTube Video | `statistics.commentCount` | The number of comments for the video. |
| Facebook Post | `comments.summary.total_count` | Total number of people who commented. |
| Pinterest Pin | `lifetime_metrics.comment` | Number of comments on the pin. |
| Twitch Video | Not supported | Not available for Twitch videos. |
| Twitter / X Post | `public_metrics.reply_count` | Count of replies to the post. |
{% hint style="warning" %}
**Twitter / X:** This platform maps `comments` to `public_metrics.reply_count` (replies), as it has no separate comment count. Confirm this mapping fits your reporting.
{% endhint %}
Engagements
Total interaction metric reported by the platform. The included actions vary by platform.
| Platform | Source API Field | Definition |
| ---------------- | --------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Instagram Post | `total_interactions` | Likes, saves, comments, and shares, minus unlikes, unsaves, and deleted comments. |
| Instagram Reel | `total_interactions` | Likes, saves, comments, and shares, minus unlikes, unsaves, and deleted comments. |
| Instagram Story | `replies + tap_forward + tap_back + swipe_forward + tap_exit` | Computed total of replies, forward taps, back taps, forward swipes, and exit taps. |
| TikTok Video | `engagement_count` | Number of likes, comments, and shares combined. |
| YouTube Video | `commentCount` + `likeCount` + `dislikeCount` + `favoriteCount` | Computed total of comments, likes, dislikes, and favorites. |
| Facebook Post | `post_clicks` | Number of clicks on the post. This metric measures clicks, not aggregate interactions. |
| Pinterest Pin | `Comment` + `Save` + `PinClick` + `OutboundClick` | Computed total of comments, saves, pin clicks, and outbound clicks. |
| Twitch Video | `view_count` | Number of times users watched the video. impact.com maps this view total to engagements because Twitch does not provide a separate aggregate interaction metric. |
| Twitter / X Post | `like_count` + `reply_count` + `retweet_count` | Computed total of likes, replies, and reposts. |
Impressions
Total number of times the content was displayed, including repeat views by the same user.
| Platform | Source API Field | Definition |
| ---------------- | --------------------------------- | --------------------------------------------------------------------------- |
| Instagram Post | `insights[views]` | Total number of times the media has been seen. |
| Instagram Reel | `insights[views]` | Total number of times the media has been seen. |
| Instagram Story | `insights[views]` | Total number of times the media has been seen. |
| TikTok Video | `video_views` | Number of times someone started playing the video. Replays are not counted. |
| YouTube Video | `statistics.viewCount` | Total number of times the video has been viewed. |
| Facebook Post | `ImpressionsUnique` | Number of unique users who had the post enter their screen. |
| Pinterest Pin | `VIDEO_MRC_VIEW` (lifetime) | Number of times the pin video met the viewability threshold. |
| Twitch Video | `view_count` | Number of times users have watched the video. |
| Twitter / X Post | `public_metrics.impression_count` | Number of times the post has been viewed, not unique by user. |
{% hint style="warning" %}
**Twitter / X:** Retrieving `impression_count` requires OAuth 1.0a User Context authentication.
{% endhint %}
{% hint style="info" %}
**Instagram:** `impressions` and `views` both read from the same API field (`views`), so the values are identical for all Instagram content types.
{% endhint %}
Likes
Number of likes, or equivalent positive reactions, on the content.
| Platform | Source API Field | Definition |
| ---------------- | ------------------------------- | ---------------------------------------------------- |
| Instagram Post | `like_count` | Number of likes on the media object. |
| Instagram Reel | `like_count` | Number of likes on the media object. |
| Instagram Story | Not supported | Not available on Instagram Stories. |
| TikTok Video | `like_count` | Number of likes on the video. |
| YouTube Video | `statistics.likeCount` | Number of users who indicated they liked the video. |
| Facebook Post | `reactions.summary.total_count` | Total "like" reactions on the post. |
| Pinterest Pin | Not supported | Not available for Pinterest Pins. |
| Twitch Video | Not supported | Not available for Twitch videos. |
| Twitter / X Post | `public_metrics.like_count` | Count of likes, including organic and paid contexts. |
Reaches
Number of unique users who have seen the content at least once. Unlike impressions, reaches counts each user only once, regardless of how many times they viewed the content.
| Platform | Source API Field | Definition |
| ---------------- | ----------------- | ----------------------------------------------------------------------- |
| Instagram Post | `insights[reach]` | Number of unique Instagram users who have seen the post at least once. |
| Instagram Reel | `insights[reach]` | Number of unique Instagram users who have seen the reel at least once. |
| Instagram Story | `insights[reach]` | Number of unique Instagram users who have seen the story at least once. |
| TikTok Video | Not supported | Not available for TikTok videos. |
| YouTube Video | Not supported | Not available for YouTube videos. |
| Facebook Post | Not supported | Not available for Facebook posts. |
| Pinterest Pin | Not supported | Not available for Pinterest Pins. |
| Twitch Video | Not supported | Not available for Twitch videos. |
| Twitter / X Post | Not supported | Not available for Twitter / X posts. |
Shares
Number of times the content has been shared or reposted by other users.
| Platform | Source API Field | Definition |
| ---------------- | ------------------------------ | ------------------------------------------- |
| Instagram Post | `insights[shares]` | Number of shares of the post. |
| Instagram Reel | `insights[shares]` | Number of shares of the reel. |
| Instagram Story | `insights[shares]` | Number of shares of the story. |
| TikTok Video | `shares` | Number of shares of the video. |
| YouTube Video | `shares` | Number of shares of the video. |
| Facebook Post | `shares.count` | Number of times the post has been shared. |
| Pinterest Pin | Not supported | Not available for Pinterest Pins. |
| Twitch Video | Not supported | Not available for Twitch videos. |
| Twitter / X Post | `public_metrics.retweet_count` | Number of times the post has been reposted. |
Views
Total number of times the content has been viewed, using each platform's native view count definition.
| Platform | Source API Field | Definition |
| ---------------- | ---------------------- | --------------------------------------------------------------------------- |
| Instagram Post | `insights[views]` | Total number of times the media has been seen. |
| Instagram Reel | `insights[views]` | Total number of times the media has been seen. |
| Instagram Story | `insights[views]` | Total number of times the media has been seen. |
| TikTok Video | `video_views` | Number of times someone started playing the video. Replays are not counted. |
| YouTube Video | `statistics.viewCount` | Total number of times the video has been viewed. |
| Facebook Post | `total_video_views` | Total number of times the post's video has been viewed. |
| Pinterest Pin | `VIDEO_MRC_VIEW` | Number of times the pin video met the viewability threshold. |
| Twitch Video | `view_count` | Number of times users have watched the video. |
| Twitter / X Post | Not supported | Not available for Twitter / X posts. |
{% hint style="info" %}
**Instagram:** `impressions` and `views` both read from the same API field (`views`), so the values are identical for all Instagram content types.
{% endhint %}
## Check metric definitions for your social platform
impact.com retrieves social metrics directly from each platform's official API. Refer to the links below for complete field specifications.
| Platform | API Documentation |
| ----------------------------- | ------------------------------------------------------------------------------------------------------------------------------ |
| Instagram (Post, Reel, Story) | [Instagram Media Insights](https://developers.facebook.com/docs/instagram-platform/reference/instagram-media/insights#metrics) |
| TikTok Video | [TikTok Business API — Video Data](https://business-api.tiktok.com/portal/docs/get-tto-public-media-insights/v1.3) |
| YouTube Video | [YouTube Data API — Videos](https://developers.google.com/youtube/v3/docs/videos) |
| Facebook Post | [Graph API — Insights](https://developers.facebook.com/docs/graph-api/reference/v23.0/insights) |
| Pinterest Pin | [Pinterest API v5 — Pins](https://developers.pinterest.com/docs/api/v5/pins-list) |
| Twitch Video | [Twitch API Reference — Get Videos](https://dev.twitch.tv/docs/api/reference/#get-videos) |
| Twitter / X Post | [X API — Data Dictionary](https://docs.x.com/x-api/fundamentals/data-dictionary#tweet) |
---
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