Social Stat Reference

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's Social Services 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.

What this page covers:

• Which social platforms impact.com connects to
• Which metrics are available per platform
• The API fields impact.com reads for each metric
• Platform-specific notes and limitations
• Links to each platform's official API documentation

How it works

1

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.

2

impact.com retrieves post-level stats

After a creator publishes content, impact.com calls the platform's API to retrieve stats for that post — comments, likes, views, and more — using the API fields listed in this reference.

3

Stats map to standardized metric names

Each platform uses different field names for similar concepts. impact.com translates these into a common set of metric names so you can compare performance across platforms in one place.

Metric availability

This table shows which platforms support each metric.

Instagram PostInstagram ReelInstagram StoryTikTok VideoYouTube VideoFacebook PostPinterest PinTwitch VideoTwitter / X Post

Metric	Instagram Post	Instagram Reel	Instagram Story	TikTok Video	YouTube Video	Facebook Post	Pinterest Pin	Twitch Video	Twitter / X Post
comments
engagements
impressions
likes
reaches
shares
views

Availability: Some metrics in the table above (such as engagements) are not yet available for all platforms. This page is updated as support expands.

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	comment_count	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.

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.

engagements

Aggregate interaction count (likes, comments, shares, and saves) for the content.

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	total_interactions	Likes, saves, comments, and shares, minus unlikes, unsaves, and deleted comments.
TikTok Video	engagement_count	Number of likes, comments, and shares combined.
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	view_count	Not available for Twitch videos.
Twitter / X Post	Not supported	Not available for Twitter / X posts.

impressions

Total number of times the content was displayed, including repeat views by the same user.

Platform	Source API Field	Definition
Instagram Post	views	Total number of times the media has been seen.
Instagram Reel	views	Total number of times the media has been seen.
Instagram Story	views	Total number of times the media has been seen.
TikTok Video	view_count	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	views	Number of times the post entered a person's screen.
Pinterest Pin	lifetime_metrics.impression	Number of times the pin was shown on screen.
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.

Twitter / X: Retrieving impression_count requires OAuth 1.0a User Context authentication.

Instagram: impressions and views both read from the same API field (views), so the values are identical for all Instagram content types.

likes

Number of likes, or equivalent positive reactions, on the content.

Platform	Source API Field	Definition
Instagram Post	likes	Number of likes on the media object.
Instagram Reel	likes	Number of likes on the media object.
Instagram Story	Not supported	Not available on Instagram Stories.
TikTok Video	likes	Number of likes on the video.
YouTube Video	statistics.likeCount	Number of users who indicated they liked the video.
Facebook Post	post_reactions_like_total	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	reach	Number of unique Instagram users who have seen the post at least once.
Instagram Reel	reach	Number of unique Instagram users who have seen the reel at least once.
Instagram Story	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	post_impressions_unique	Number of people who had the post enter their screen.
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.

Facebook: The post_impressions_unique value is an estimate provided by Facebook, not an exact count.

shares

Number of times the content has been shared or reposted by other users.

Platform	Source API Field	Definition
Instagram Post	shares	Number of shares of the post.
Instagram Reel	shares	Number of shares of the reel.
Instagram Story	shares	Number of shares of the story.
TikTok Video	share_count	Number of shares of the video.
YouTube Video	Not supported	Not available for YouTube videos.
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	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	views	Total number of times the media has been seen.
Instagram Reel	views	Total number of times the media has been seen.
Instagram Story	views	Total number of times the media has been seen.
TikTok Video	view_count	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	Not supported	Not available for Facebook Posts.
Pinterest Pin	VIDEO_MRC_VIEW	Number of times the pin video was watched.
Twitch Video	view_count	Number of times users have watched the video.
Twitter / X Post	public_metrics.view_count	Number of times the video in the post has been viewed, aggregated across all posts that share the same video.

Instagram: impressions and views both read from the same API field (views), so the values are identical for all Instagram content types.

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Platform API documentation

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
TikTok Video	TikTok Business API — Video Data
YouTube Video	YouTube Data API — Videos
Facebook Post	Graph API — Insights
Pinterest Pin	Pinterest API v5 — Pins
Twitch Video	Twitch API Reference — Get Videos
Twitter / X Post	X API — Data Dictionary