--- title: "Analytics & Metrics Terms Explained | Postpone" canonical_url: "https://www.postpone.app/social-media-glossary/category/analytics-metrics" last_updated: "2026-10-08T07:16:54.918Z" meta: description: "The numbers behind social media performance, defined: reach, impressions, engagement rate, click-through rate, conversion rate and the metrics that only look useful." "og:description": "The numbers behind social media performance, defined: reach, impressions, engagement rate, click-through rate, conversion rate and the metrics that only look useful." "og:title": "Analytics & Metrics Terms Explained" "twitter:description": "The numbers behind social media performance, defined: reach, impressions, engagement rate, click-through rate, conversion rate and the metrics that only look useful." "twitter:title": "Analytics & Metrics Terms Explained" --- # Analytics & Metrics Terms The numbers behind social media performance, defined: reach, impressions, engagement rate, click-through rate, conversion rate and the metrics that only look useful. ## **A** **1 term** [**Attribution****Analytics & Metrics** Attribution is the practice of identifying which marketing touchpoints and channels led someone to convert, sign up or make a purchase.**Read definition → **](https://www.postpone.app/social-media-glossary/attribution) ## **B** **1 term** [**Bounce Rate****Analytics & Metrics** Bounce rate is the percentage of visitors who land on a page and leave without clicking, scrolling or taking any further action.**Read definition → **](https://www.postpone.app/social-media-glossary/bounce-rate) ## **C** **4 terms** [**Click-Through Rate (CTR)****Analytics & Metrics** Click-through rate, or CTR, is the percentage of people who clicked a link or call to action after seeing your content.**Read definition → **](https://www.postpone.app/social-media-glossary/click-through-rate) [**Conversion Rate****Analytics & Metrics** Conversion rate is the percentage of users who complete a desired action, like a purchase or signup, after clicking through from your content.** Read definition → **](https://www.postpone.app/social-media-glossary/conversion-rate) [**Cost Per Click (CPC)****Analytics & Metrics** Cost per click, or CPC, is the amount you pay an advertising platform each time someone clicks on your social media ad.** Read definition → **](https://www.postpone.app/social-media-glossary/cost-per-click) [**Cost Per Mille (CPM)****Analytics & Metrics** Cost per mille, or CPM, is the price you pay for every 1,000 times your ad is displayed, regardless of clicks or engagement.** Read definition → **](https://www.postpone.app/social-media-glossary/cost-per-mille) ## **D** **1 term** [**Dark Social****Analytics & Metrics** Dark social is sharing that happens through private channels like DMs, text messages, email and Slack, where analytics tools cannot track the clicks.**Read definition → **](https://www.postpone.app/social-media-glossary/dark-social) ## **E** **2 terms** [**Engagement****Analytics & Metrics** Engagement is any interaction a user has with your content, including likes, comments, shares, saves, clicks and reactions.**Read definition → **](https://www.postpone.app/social-media-glossary/engagement) [**Engagement Rate****Analytics & Metrics** Engagement rate is the percentage of people who saw a post and interacted with it through likes, comments, shares or clicks.** Read definition → **](https://www.postpone.app/social-media-glossary/engagement-rate) ## **F** **1 term** [**Follower Growth Rate****Analytics & Metrics** Follower growth rate is the speed at which your account gains new followers over a specific time period, expressed as a percentage.**Read definition → **](https://www.postpone.app/social-media-glossary/follower-growth-rate) ## **I** **1 term** [**Impressions****Analytics & Metrics** Impressions are the number of times your content was displayed on someone's screen, whether or not they interacted with it.**Read definition → **](https://www.postpone.app/social-media-glossary/impressions) ## **R** **1 term** [**Reach****Analytics & Metrics** Reach is the number of unique people who saw your content at least once, counting each person a single time however often it appeared.**Read definition → **](https://www.postpone.app/social-media-glossary/reach) ## **S** **6 terms** [**Sentiment Analysis****Analytics & Metrics** Sentiment analysis is the use of data and AI to classify social media mentions as positive, negative or neutral.**Read definition → **](https://www.postpone.app/social-media-glossary/sentiment-analysis) [**Share of Voice****Analytics & Metrics** Share of voice is your brand's portion of the total conversation in your industry, measured against your competitors.** Read definition → **](https://www.postpone.app/social-media-glossary/share-of-voice) [**Social Media Analytics****Analytics & Metrics** Social media analytics is the practice of collecting, measuring and interpreting data from social platforms to understand performance.** Read definition → **](https://www.postpone.app/social-media-glossary/social-media-analytics) [**Social Media KPIs****Analytics & Metrics** Social media KPIs are the key performance indicators that measure whether your social media efforts are meeting specific business goals.** Read definition → **](https://www.postpone.app/social-media-glossary/social-media-kpis) [**Social Media ROI****Analytics & Metrics** Social media ROI is the return on investment from social media efforts, measuring the value generated relative to the resources spent.** Read definition → **](https://www.postpone.app/social-media-glossary/social-media-roi) [**Social SEO****Analytics & Metrics** Social SEO is optimizing your social media content so it appears in search results, both within platforms and on search engines like Google.** Read definition → **](https://www.postpone.app/social-media-glossary/social-seo) ## **U** **1 term** [**UTM Parameters****Analytics & Metrics** UTM parameters are tags added to the end of a URL that tell your analytics tool where traffic came from and which campaign drove it.**Read definition → **](https://www.postpone.app/social-media-glossary/utm-parameters) ## **V** **2 terms** [**Vanity Metrics****Analytics & Metrics** Vanity metrics are numbers that look good on the surface but do not correlate with meaningful business results.**Read definition → **](https://www.postpone.app/social-media-glossary/vanity-metrics) [**Virality Rate****Analytics & Metrics** Virality rate is the ratio of shares to views, measuring how quickly a piece of content spreads beyond its original audience.** Read definition → **](https://www.postpone.app/social-media-glossary/virality-rate)