Since Social Insights is delivered through Piano Analytics, it’s important to understand the structure of the data made available to you. The product relies on Measurements, a Piano-specific data model that does not use event-based tracking. Instead, it works by passing structured data composed of Properties and Metrics.
Properties
Properties are descriptive attributes that contextualize the data. For example, they can include the post ID, post name, author, social network, publishing method, content type. These properties act as dimensions and can be used to filter, group, or segment your analysis.
Metrics
Metrics are the quantitative values associated with each property set. They include measures such as the number of posts, views, clicks, likes, shares, and engagement rate. You can use these to assess performance across different breakdowns (e.g., views by network, likes per author).
By default in the boards only a set of properties and metrics are visible. However, as you get more familiar with the tool, you have the option to leverage the data model underlying this reporting. You will find below the complete list of properties and metrics
Properties
The following properties are implemented as part of the Social Insights dataset. Properties should be seen as metadata that provide contextual information on your events.
|
Display Name |
Description |
Property_key |
Type |
|
SI - Handle ID |
Handle platform ID |
soi_handle_id |
String |
|
SI - Post ID |
Post platform ID (or UTM post ID if provided). |
soi_post_id |
String |
|
SI - Post network |
Social network where the post has been published. |
soi_post_network |
String |
|
SI - Handle name |
Public username on the social network. |
soi_handle_name |
String |
|
SI - Handle url |
URL of the handle’s page on the social network. |
soi_handle_url |
String |
|
SI - Post creation date |
Creation date of the post. |
soi_post_creation_date |
Date |
|
SI - Post destination link |
The post outbound link. |
soi_post_destination_url |
String |
|
SI - Post description |
Description of the post. (Facebook network only) |
soi_post_description |
String |
|
SP - Post media type |
Media type of the post (Text, video etc.). |
soi_post_media_type |
String |
|
SP - Post media URL |
URL to the thumbnail image shared in the post. |
soi_post_media_url |
String |
|
SI - Post message |
Full message of the post. Can be empty. |
soi_post_message |
String |
|
SI - Post name |
Headline of the post. (Facebook network only) |
soi_post_name |
String |
|
SI - Post url |
URL to the published post. |
soi_post_url |
String |
Metrics
Here is a list of metrics included in the current Social Insights analyses.
|
Name |
Description |
Metric key |
Display type |
Available in Facebook Page Insights |
Available in X |
|
Post views |
The number of times a Threads post was played or displayed |
m_soi_post_views |
Integer |
x |
x |
|
Post likes |
The number of likes on the post |
m_soi_post_likes |
Integer |
x |
x |
|
Post love |
The number of "love" reactions on the post |
m_soi_post_love |
Integer |
x |
|
|
Post wow |
The number of "wow" reactions on the post |
m_soi_post_wow |
Integer |
x |
|
|
Post haha |
The number of "haha" reactions on the post |
m_soi_post_haha |
Integer |
x |
|
|
Post sorry |
The number of "sad" reactions on the post |
m_soi_post_sorry |
Integer |
x |
|
|
Post anger |
The number of "angry" reactions on the post |
m_soi_post_anger |
Integer |
x |
|
|
Post shares |
The number of shares of the Threads posts |
m_soi_post_shares |
Integer |
x |
x |
|
Post comments |
The number of comments on the post |
m_soi_post_comments |
Integer |
x |
x |
|
Post video views |
The number of times the post's video was viewed |
m_soi_post_video_views |
Integer |
x |
x |
|
Post reactions |
The total number of reactions (like, love, wow, haha, sorry, anger) on the post |
m_soi_post_reactions |
Integer |
x |
|
|
Post engagement |
Number of actions on the post that defined it as engaged. These actions are "likes", "replies", "quotes", "reposts", "shares" (Clicks are not yet ready in this version) |
m_soi_post_engagement |
Integer |
x |
x |
|
Post interactions |
The total number of actions taken on the post, including engagements and clicks |
m_soi_post_interactions |
Integer |
x |
x |
|
Engagement rate |
Post engagement divided by reach (or impressions/views), expressed as a percentage |
m_soi_post_engagement_rate |
Percent |
x |
x |
|
Social posts |
Number of posts published in the period. |
m_soi_posts |
Integer |
x |
x |
|
Post quotes |
The number of times the post was quoted |
m_soi_post_quotes |
Integer |
|
x |
|
Post saves |
The number of times the post was saved |
m_soi_post_saves |
Integer |
x |
x |
|
Post link clicks |
The number of clicks on links included in the post |
m_soi_post_link_clicks |
Integer |
x |
x |
|
User profile clicks |
The number of clicks on the account's profile generated from the post |
m_soi_profile_clicks |
Integer |
x |
|
|
Playback Starts |
The number of times video playback started on the post |
m_soi_post_playback_start |
Integer |
x |
x |
|
Post 25% video play |
The number of times the video was played to at least 25% of its length |
m_soi_post_25_video_play |
Integer |
|
x |
|
Post 50% video play |
The number of times the video was played to at least 50% of its length |
m_soi_post_50_video_play |
Integer |
|
x |
|
Post 75% video play |
The number of times the video was played to at least 75% of its length |
m_soi_post_75_video_play |
Integer |
|
x |
|
Post video complete |
The number of times the video was played to completion |
m_soi_post_video_complete |
Integer |
x |
x |
|
Post clicks |
The number of clicks anywhere on the post |
m_soi_post_clicks |
Integer |
x |
x |
|
Post 3-second video plays |
The number of times the video was played for at least 3 seconds |
m_soi_post_3s_video_plays |
Integer |
x |
|
|
Post 30-second video plays |
The number of times the video was played for at least 30 seconds |
m_soi_post_30s_video_plays |
Integer |
x |
|
|
Handle followers |
The number of followers of the account/handle |
m_soi_handle_followers |
Integer |
x |
x |