Archive provides various metrics to help you analyze the performance of social media content across different platforms. This guide outlines the available metrics for each content type and explains how they are calculated.
Here are the different metrics you'll see on Archive depending on your plan:
📋 Plan availability: EMV is available on Startup 2026, Growth 2026, Enterprise 2026, Agency Standard 2026, and Standard legacy plans (Starter, Starter MTM, Pro, Pro MTM, Custom). It is not available on Deprecated or Free legacy plans.
Instagram Stories: EMV and Est. Views
Instagram Feed Posts: EMV, Est. Views, Likes and Comments
Instagram Reels: EMV, Views, Likes and Comments
TikTok Videos: EMV, Views, Likes, Comments and Shares
TikTok Stories: EMV, Views, and Likes
YouTube Videos & Shorts: EMV, Views, Likes and Comments
How do we get the following metrics:
Earned Media Value (EMV): This measures the value of engagement on content. EMV is a relative metric that reports performance based on factors like engagement type, post type, and audience size.
Estimated (Est.) Views: We calculate this based on factors like historical data and the social profile's follower count.
Views: This is the number of users who have viewed the content. The number you see on Instagram, TikTok, or YouTube is the same as what we show in Archive. Real story views are not public, so Archive estimates them based on available information.
Likes: This is the number of users who have liked the content. The number you see on Instagram, TikTok, or YouTube is the same as what we show in Archive.
Comments: This is the number of comments left on the content. The number you see on Instagram, TikTok, or YouTube is the same as what we show in Archive.
Shares: This is the total number of users who shared the content. The number you see on TikTok is the same as what we show in Archive.
📋 By default, engagement data is refreshed about 2 hours after a post is published. After that, updates happen at most once per day, and only if the post continues to receive significant engagement based on Archive's virality score. If the system determines the content is no longer trending, the frequency of updates will slow down.
📋 Last refreshed date: The date shown at the bottom of each metric panel, next to Refresh Metrics, indicates when those metrics were last refreshed. To pull the latest engagement data on demand, click Refresh Metrics.
For a deeper breakdown of these metrics, see the Campaign Metrics Guide.