What the social numbers mean, and how fresh they are

#The four tiles

Followers gained: new followers across your connected accounts in the last 7 days.

Impressions: how many times your posts were shown in the last 7 days, with the change against the 7 days before.

Reach: how many people saw your posts in the last 7 days, with the change against the 7 days before.

Engagement: likes, comments and shares added together.

#By platform

The By platform table, for the last 7 days, gives each platform its own row with Posts, Impressions, Reach, Likes, Comments and Shares.

For a single post, press it under Published in Your posts. It shows the likes, comments and shares each channel reports, and a total when it went to more than one channel.

#How fresh the numbers are

Opening the Social tab asks for a fresh read when the last one is more than 30 minutes old. Otherwise your numbers are read at least every 12 hours. The line under the table says when they were read.

Right after you connect an account, the tab may say Your numbers are being read now. Refresh in a couple of minutes. If a read had a problem, the line says so and it tries again shortly.

#On a Facebook Page connection

An account connected through a Facebook Page shows Facebook followers, Instagram followers, Post engagements on Facebook over the last 28 days and Instagram reach over the last 30 days. Top posts are your 25 most recent Instagram posts, ranked by likes plus comments.

Meta retired Page-level reach in 2024, so Facebook reach is not shown; Instagram reach is. A figure Meta did not return says not returned rather than showing zero.