What does the template include?
- Network scorecards: followers, net follower change, posts published, attention and engagement, each with its native label.
- Post leaderboard: every post across networks, ranked by its baseline index rather than raw totals.
- Format mix: performance by format (video, carousel, image, text, link) per network.
- Outcomes: Organic Social sessions and signups from GA4 and your product database, by network.
- Change log: automatic annotations when a network renames or redefines a metric.
How do teams use it?
Social managers open the post leaderboard on Monday to see which posts beat their account’s baseline and why, then plan the week’s formats from the format mix. Marketing leads use the network scorecards monthly to decide where to invest effort, and judge networks on the outcomes row rather than on attention totals. Agencies and multi-brand teams filter by account, because baselines are computed per account and a small regional page is never compared with a flagship one. Because every chart reads from the same model, a question in Ask Kimo such as "Which formats beat baseline on LinkedIn this quarter?" returns the same numbers the dashboard shows.
Why are native metrics kept separate?
Because they mean different things. On Facebook and Instagram, Views counts each time a reel or video was played or a post was on screen, including repeat views by the same person.1Source 1 · Meta for Creators, 2024Introducing Views to simplify content metricscreators.facebook.com LinkedIn reports organic impressions and unique impressions separately, and its engagement figure counts clicks alongside likes, comments and shares.2Source 2 · LinkedIn Marketing API, Microsoft LearnOrganization Share Statisticslearn.microsoft.com YouTube notes that its views metric represents different numbers in different report types.3Source 3 · Google for DevelopersYouTube Analytics and Reporting APIs: Metricsdevelopers.google.com Summing these produces a number nobody can explain, so the template shows them side by side. The reasoning is laid out in Measuring organic social without fooling yourself.
Baseline index=Post engagements per reach ÷ Median engagements per reach of the same account’s posts in the previous 90 days
- 1.0
- A typical post for this account.
- 2.0 or more
- Twice the usual response: worth studying and repeating.
| Network | Attention shown as | Engagement counted | Notes |
|---|---|---|---|
| Views, reach | Likes, comments, shares, saves | Views include repeat views | |
| Facebook Pages | Views, reach | Reactions, comments, shares | Views include repeat views |
| LinkedIn Pages | Impressions, unique impressions | Reactions, comments, reposts (clicks shown separately) | Organic only |
| X | Impressions | Likes, replies, reposts, bookmarks | Availability depends on API access |
| Threads | Views | Likes, replies, reposts, quotes | Per-post insights for the connected profile |
| Impressions | Saves, pin clicks, outbound clicks | Outbound clicks are the closest proxy for site visits | |
| YouTube | Views, watch time | Likes, comments, shares | Views vary by report type |
The overview also feeds the social band of the Marketing command center. For definitions, see engagement rate; for the full measurement framework, read One View of Marketing.
Frequently asked questions
Does the template include paid social?
Can I manage several brands or regions?
Why is engagement rate per reach instead of per follower?
What happens when a network changes a metric?
Sources
3 references- Introducing Views to simplify content metrics (opens in a new tab)Meta for Creators2024creators.facebook.com
- Organization Share Statistics (opens in a new tab)LinkedIn Marketing API, Microsoft Learnlearn.microsoft.com
- YouTube Analytics and Reporting APIs: Metrics (opens in a new tab)Google for Developersdevelopers.google.com
External sources were accessed at the time of writing. Kimo product details, customers and figures in examples are illustrative unless a source is cited.
