Archive provides various metrics to help users analyze the performance of each piece 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:
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
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.
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.
Impression Distribution: Shows how far content traveled relative to the creators' combined follower base, expressed as a multiplier (e.g., 4.5x means the content reached 4.5 times the follower base). Applies to all content types.
Engagement Rate by Views (ERV): Measures how well video content performed with the audience that actually saw it, calculated from platform-reported views and engagements. Applies to Instagram Reels, TikTok videos, and YouTube videos and Shorts only.
Native Impressions: Platform-reported views for Instagram Reels, TikTok videos, and YouTube videos and Shorts only — excludes estimated views.
Native Engagements: Engagements (likes, comments, shares) on Instagram Reels, TikTok videos, and YouTube videos and Shorts only.
NOTE:
Real story views are not public, so we estimate them based on available information.
By default, we refresh engagement data about 2 hours after publishing a post. After that, updates happen at most once per day, and only if the post continues to receive significant engagement based on our virality score. If the system determines the content is no longer trending, it will slow down the frequency of updates and increase the time between checks.
Impression Distribution and ERV are on by default. You can toggle them off in campaigns or reports, but this only affects the UI — they are still included in data exports.
For a deeper breakdown of these metrics, see the Campaign Metrics Guide.