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Campaign performance metrics help you measure and analyze the success of your social media campaigns across different platforms. This comprehensive guide explains each metric and how to interpret them effectively.
Estimated Media Value (EMV)
Earned Media Value measures the value of media earned through social media channels. It's used to gauge the overall impact of a campaign.
Components of EMV
Total — The combined EMV from Instagram and TikTok content in the campaign.
Instagram EMV — Total EMV from Instagram posts in the campaign.
TikTok EMV — Total EMV from TikTok posts in the campaign.
Potency — Estimates how much EMV each creator profile contributes.
A few things to keep in mind about EMV:
Archive does not differentiate between organic and boosted posts when calculating EMV. Boosted posts are tracked the same way as organic content.
EMV calculations do not factor in whether a post was boosted or sponsored.
For collaborative posts between creators and brand accounts, Archive currently only tracks reach from the creator's account.
Content Count
Content Count gives you a breakdown of how content is distributed across platforms and formats in your campaign.
Total — The total number of content pieces across all platforms, including Instagram Stories, Feed Posts, Reels, and TikTok Videos.
IG Story — The number of Instagram Stories published during the campaign.
IG Feed Post — The number of Instagram Feed Posts published during the campaign.
IG Reel — The number of Instagram Reels created during the campaign.
TT Video — The number of TikTok videos published during the campaign.
Frequency — Content Count divided by the number of creator profiles. This shows the average content production per profile across the campaign.
Engagement
Engagement metrics measure how audiences interact with your campaign content.
Total — The sum of all interactions (likes, comments, and shares) across all campaign content.
Engagement Rate by Followers (ERF) — Total engagements divided by total audience size (combined follower count), expressed as a percentage. This tells you how the campaign performed relative to the contracted audience.
Engagement Rate by Views (ERV) — Total native engagements divided by total native impressions, expressed as a percentage. This tells you how video content performed with the people who actually watched it. ERV applies to Instagram Reels, TikTok videos, and YouTube videos and Shorts only, where views are platform-reported rather than estimated.
Likes — Total likes across all campaign content.
Comments — Total comments across all campaign content.
Shares — Total shares across all campaign content.
ERF vs. ERV: which one to use
These two metrics answer different questions and are designed to be used together, not interchangeably. A campaign can show low ERF and strong ERV — this typically means content reached well beyond the creator's follower base, and the people who saw it engaged strongly. Both numbers are telling you something real.
Note: ERV can make high-reach content look lower than expected. A video with 5 million views and 100K engagements shows 2% ERV — which looks low, but 100K engagements is a strong result. Always read ERV alongside the raw engagement count.
Engagement Rate by Views (ERV)
ERV is calculated as total native engagements divided by total native impressions, multiplied by 100. Native engagements and native impressions cover TikTok, Instagram Reels, and YouTube content only — content types where impressions are platform-reported rather than estimated. ERV is the industry-standard metric for video content benchmarking.
ERV is on by default in campaigns and can be toggled off. Toggling it off affects the UI only — ERV is still included in data exports.
Note: ERV can make high-reach content look lower than expected. For example, a video with 5 million views and 100K engagements shows 2% ERV — which looks low, but 100K engagements is a strong result. Always read ERV alongside the raw engagement count.
Impressions
Impression metrics track how far your content traveled across platforms.
Total — Combines platform-reported views from Instagram Reels, TikTok, and YouTube with estimated views for Instagram Stories and Feed Posts.
Impression Rate — Total impressions divided by total audience size, expressed as a percentage. This shows how content performed relative to the creator's combined follower base.
Impression Distribution — Total impressions divided by total follower count, expressed as a multiplier. For example, 4.5x means the content reached 4.5 times the creator's follower base. This is the same underlying calculation as Impression Rate, just presented in a format that's easier to read alongside raw view counts.
How to interpret Impression Distribution:
Less than 1x — Content reached fewer people than the creator's full follower base. Common for Stories-heavy or feed-heavy campaigns where impressions are estimated conservatively.
1–5x — Moderate reach beyond followers, with some algorithmic amplification.
10x or more — Strong FYP or Explore distribution. Content was pushed well beyond the creator's existing audience.
Impression Distribution is best read alongside the raw impression number. For example: "626K impressions · 61x follower base" gives you both the scale of reach and a sense of how much came from algorithmic amplification.
Impression Distribution
Impression Distribution is calculated as total impressions (including estimated impressions) divided by total followership across all creators in the campaign, expressed as a multiplier. It shows how far content traveled relative to the creators' combined follower base and applies to all content types.
Impression Distribution is on by default in campaigns and can be toggled off. Toggling it off affects the UI only — the metric is still included in data exports.
Native Impressions and Native Engagements
Native Impressions and Native Engagements are the building blocks behind ERV. They are scoped specifically to Instagram Reels, TikTok videos, and YouTube videos and Shorts — content types where views are platform-reported, not estimated. "Native" means the data comes directly from Archive's API connections with those platforms, not from Archive's own estimates.
These are not standalone reporting metrics. They power the ERV calculation and give you a cleaner signal on video performance by excluding estimated data from Stories and Feed Posts.
A few things to keep in mind
Hiding ERV, Impression Distribution, Native Impressions, or Native Engagements using the toggle in campaigns or reports affects only what you see in the UI. These metrics are still included in data exports.
ERV is not calculated for Instagram Stories or Feed Posts because those content types use estimated views, not platform-reported ones. Campaigns that don't include Reels, TikTok, or YouTube content will not show ERV data.
Existing metrics — Engagement Rate by Followers and Impression Rate — remain available and unchanged for all content types.
ERV and Impression Distribution complement the existing Engagement Rate by Followers and Impression Rate metrics, which remain unchanged. Use them together for a fuller picture of campaign performance.