The most common cross-network analytics mistake is putting different metrics into one table and treating them as identical. Social platforms expose views, reach, reactions and other data differently, so the first question should be how complete the data actually is.
Do not turn an unavailable metric into zero
If a network does not provide a metric, zero creates a false conclusion that the measured event definitely did not happen. It is more accurate to mark the value as unavailable and compare only what was actually measured.
Look beyond absolute numbers
A large channel will usually get more views than a small one. Review both absolute results and relative engagement when a valid denominator is available.
Compare formats in similar conditions
Text, image, video and polls serve different purposes. Format comparison is more useful across a series of posts in the same period than from one unusually successful publication.
Use recurring content categories
When posts belong to recurring rubrics, you can see not only which individual post won, but which content direction performs consistently. That is much more useful for the next content plan.
Compare equal periods
Compare seven days with the previous seven, thirty with the previous thirty, and keep seasonality, paid support and changes in publishing frequency in mind.
The social media analytics page shows how SMM Posting links available metrics to posts, channels, formats and rubrics and exports reports for further work.
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