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:
đ Plan availability: EMV is available on Startup 2026, Growth 2026, Enterprise 2026, Agency 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 times the content has been viewed. 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 times the content has been shared. The number you see on TikTok is the same as what we show in Archive.
đ How often metrics update: Archive doesn't update engagement in real time. Most posts follow an adaptive schedule that starts when Archive detects the post, not when it was published. The first check runs about 2 hours after detection for posts under 2 days old, and about 1 day after detection for posts 2â7 days old. Posts that were already more than 7 days old when detected keep the figures received at ingestion and aren't checked automatically. After the first check, Archive keeps checking while a post is still growing, spaces checks out as it slows, and stops once it goes quiet. YouTube follows a weekly cadence, TikTok Stories refresh at roughly 4, 12 and 23 hours after posting, and Instagram Stories aren't refreshed. For the full schedule, see Understanding Archive's Virality Score.
đ 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. A manual refresh also puts the post back on the automatic schedule.
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For a deeper breakdown of these metrics, see the Campaign Metrics Guide.