Dictionary
Definitions for every metric and statistic in Socialpruf.
A
Average Per Follower
The mean value of a chosen metric, impressions or likes, per follower across the campaign's accounts. Useful for comparing performance across accounts of very different sizes: a small account with a hyper-engaged audience can outperform a much larger one on this metric. Use the dropdown on the widget to pick which underlying metric to average.
Average Per Post
The mean value of a chosen metric (impressions, likes, EMV, comments) divided by the total post count in the campaign. Use the dropdown on the widget to pick which underlying metric to average. Averages can be skewed by a small number of viral outliers, compare against Median Per Post to see how representative the average is.
B
Benchmark
A time-based comparison mode that measures your selected accounts against their own performance in a previous period or previous year.
Boosted
A flag for posts that likely received paid amplification. A post is marked boosted when its view count clears 50,000 and its engagement rate falls below a platform and format specific threshold: 1% on TikTok, 0.5% on Shorts and Clips, and 0.35% on long-form videos and lives. Boosted posts are excluded from Organic Impressions so that earned-reach metrics are not inflated by paid distribution.
C
Campaign
A manually curated group of posts organized around a shared theme, initiative, or reporting need.
Campaign CPM
Cost Per Mille: the dollar cost per 1,000 impressions when a campaign includes paid spend. Displayed as "--" when no spend has been entered for the campaign. CPM is the standard unit for comparing the value of impressions. It is often based on prices that you would have to pay platforms for 1,000 impressions.
Collaborators
Accounts officially tagged as co-authors on a post, so the content appears on each collaborator's profile.
Comments
The total count of replies left on posts in the campaign. Comments indicate higher intent than likes and are weighted more heavily in most platforms' ranking algorithms, which is why comment-driving creative tends to compound over time.
Compare
A side-by-side analysis mode that measures two brands, accounts, or campaigns against each other across every KPI. You can compare live KPI's and percentage change.
D
E
EMV
Earned Media Value (EMV): is the earned dollar value of the organic exposure a campaign generated. EMV estimates the cost of achieving the same level of engagement through a paid channel by benchmarking your interactions against a paid-media equivalent. EMV is calculated from impressions, likes and comments using platform-specific CPM and engagement benchmarks. It exists to translate organic reach into a number stakeholders already understand.
Engagement Rate
The engagement rate of the campaign, expressed as a percentage. Calculated as (Likes + Comments) ÷ Impressions × 100. Socialpruf uses impressions-based engagement rather than follower-based because it reflects actual distribution, not just audience size.
Engagements
The total interactions on a post, including likes, comments, shares, and saves.
F
Follower Conversion
The percentage of viewers or likes who became followers, calculated as New Followers ÷ (Impressions or Likes) × 100. This estimates how effective a campaign was at turning reach into durable audience growth rather than one-time views.
Followers
The combined follower count across every account in the campaign, captured at the most recent stat refresh. Followers is a stock metric, it represents the current state of the audience, not how it changed during the campaign window. For change over time, see New Followers.
G
I
L
M
Median Per Post
The middle value of a chosen metric (impressions, likes, EMV, comments) across all posts in the campaign. Half of posts performed above this number, half below. Median Per Post is resistant to viral outliers and gives a better sense of how a typical post performed than Average Per Post does.
Mentions
Any time another account is tagged or referenced (typically via @) inside a post's caption, comments, or content.
N
O
P
R
Reports
Shareable, interactive snapshots of your dashboard view that can be sent as a public link or as a customized version with only the KPIs and charts you choose.
Reposts
The count of times posts were retweeted. Reposts differ from Shares in that they create a new post on the resharing account, rather than a one-time forward.
S
Saves
The count of users who bookmarked a post for later on X and TikTok. Saves indicate evergreen value and are a strong positive signal in the X and TikTok recommendation algorithms, because they suggest the content will be revisited.
Shares
The count of times posts were forwarded or sent via TikTok and X, shared to Stories, or otherwise redistributed to a new audience. Shares are the strongest organic-distribution signal because they extend reach beyond the original follower and viewer base.
Stories
The total number of Story format posts from Instagram included in the campaign. Stories are 24-hour ephemeral content and use a separate set of engagement mechanics, taps forward, taps back, exits, and replies from feed posts.