> 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
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:**
* [x] Which social platforms impact.com connects to
* [x] Which metrics are available per platform
* [x] The API fields impact.com reads for each metric
* [x] Platform-specific notes and limitations
* [x] Links to each platform's official API documentation
## How it works
{% 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.
{% endstep %}
{% step %}
#### 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.
{% endstep %}
{% step %}
#### 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.
{% endstep %}
{% endstepper %}
## Metric availability
This table shows which platforms support each metric.
| Metric | Instagram Post | Instagram Reel | Instagram Story | TikTok Video | YouTube Video | Facebook Post | Pinterest Pin | Twitch Video | Twitter / X Post |
|---|
comments | true | true | false | true | true | true | true | false | true |
engagements | true | true | true | true | false | false | false | false | false |
impressions | true | true | true | true | true | true | true | true | true |
likes | true | true | false | true | true | true | false | false | true |
reaches | true | true | true | false | false | true | false | false | false |
shares | true | true | true | true | false | true | false | false | false |
views | true | true | true | true | true | false | true | true | true |
{% hint style="info" %}
**Availability:** Some metrics in the table above (such as `engagements`) are not yet available for all platforms. This page is updated as support expands.
{% endhint %}
## 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. |
{% 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
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. |
{% 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 | `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. |
{% hint style="info" %}
**Facebook:** The `post_impressions_unique` value is an estimate provided by Facebook, not an exact count.
{% endhint %}
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. |
{% 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 %}
***
## 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](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?id=1735827480228865) |
| 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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