Attribution and experiments
- How do I measure dark social?
- How do social media lift tests work?
- How does social media attribution work?
Measure what the number actually means
Social Analytics Guide
Measure social media without confusing reach, attention, attribution and business outcomes.
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Waagg.com previously related to social-media analytics. This is a new independent measurement and privacy reference, not the former service.
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02
Content analysis
- Can sentiment analysis be trusted?
- How do I audit social media content?
- How do I identify evergreen content?
03
Metrics
- Reach versus impressions: what is the difference?
- What does video completion rate mean?
- What is social media engagement rate?
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Privacy and data access
- Do social analytics need consent?
- How do I evaluate a social analytics vendor?
- How should social data be retained?
05
Reporting
- How do I explain a performance change?
- How often should social reports be updated?
- How should uncertainty be shown?
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- How to Show Uncertainty in Social Analytics Reporting Show uncertainty in social analytics reports using ranges, caveats, and sensitivity analysis rather than false precision, and remove any chart without a decision owner.
- Social Media Metrics: Platform Definitions, Denominators and Data Rules Every social platform defines metrics differently. This hub states the rules: name the platform and date, show the denominator, never compare unlike metrics.
- Social Media Attribution and Experiments Hub Social media attribution requires stating the causal design, window, and blind spots—no method delivers precise user-level attribution, and each answers a different question.
- Social Media Engagement Rate: Reach vs Impressions as the Denominator Engagement rate divides interactions by reach or impressions. The denominator choice changes the number materially; native platforms default to reach.
- Reach vs Impressions: Platform Counting Methods and Duplication Explained Reach counts unique users; impressions count total displays. Platforms count them differently—Meta uses pixel thresholds, X counts any serve—so cross-platform comparison is invalid.
- Which Follower Metrics Matter: Stock, Flow, Quality and Business Relevance Follower count is vanity; net change, audience quality, and engagement ratio matter. Demographic data is modelled from a subset, not census-level.
- Why Social Platform Metrics Change: Definitions, Deduplication and Privacy Platform metrics change due to product updates, privacy rules, and API deprecations. Historical data may be retroactively recalculated against new definitions.
- How to Audit Social Media Content Without Causal Fallacies A social media content audit inventories posts, applies a taxonomy, and groups outcomes by comparable cohorts—without claiming one post's performance predicts another's.
- Can Social Media Sentiment Analysis Be Trusted Social media sentiment analysis is a probabilistic classifier, not a measurement—validate vendor scores against human-coded samples before trusting trends.
- How Social Media Attribution Works Across Models and Windows Social media attribution models assign conversion credit by rules and windows—platform self-attribution, GA4, and experiments each answer a different question.