This article lists the dimensions and metrics available from Sprout Social in Funnel and what each one means.
How do you get this data in your workspace? | What do you need? |
Submit a data request. See Request new data in Funnel. | A Business or Enterprise plan in Funnel, and a Sprout Social plan that includes API access. Your Sprout account representative has to enable API access before Funnel can connect. |
What's not included
The Sprout Social API does not give access to:
Paid or ad account data (use the Facebook Ads, LinkedIn Ads, TikTok Ads or other ad connectors instead)
Competitor data
Account or profile management
Some profile types are only partly supported: LinkedIn personal profiles return post data but no profile data, and Google Business Profile, Threads and Bluesky aren't supported. X (Twitter) data is only available once X has approved your Sprout account for API access. You request that approval through Sprout.
Each network reports different metrics, so Funnel groups them under the network name, e.g. Profile Analytics › Facebook and Post Analytics › Instagram. A metric only has data for profiles on that network.
Before you report on this data: some metrics, such as Reach and Followers, can't be added up across days or posts, and post metrics are lifetime totals dated by publish date. See Working with Sprout Social data in Funnel for how to use them correctly.
Profile fields (on every Sprout Social source)
Field | What it is |
Customer ID | Your Sprout Social account ID |
Profile ID | Sprout's ID for the connected profile |
Profile Name | The profile's display name in Sprout |
Profile Network | The profile's network type (e.g. |
Profile Native ID | The profile's ID on the social network itself |
Profile Native Name | The profile's handle or username on the network |
Profile Link | URL to the profile on the network |
Post Analytics
Post dimensions
Field | What it is |
Date | The day the post was published (in the source's time zone) |
Post Created Time | The exact date and time the post was published |
Post Text | The body text of the post |
Post Title | A separate title, where the network supports one (e.g. YouTube video title) |
Post Perma Link | Link to the post on the social network. Use it to open a post straight from a Funnel report |
Post Type | Network-specific post type, e.g. |
Post Category | The same as Post Type but not tied to a network (e.g. post, story, reply), so you can compare across networks |
Post Content Category | What the post contains: album, video, photo, link, poll or text |
Post Hashtags | Hashtags used in the post, separated by commas (without the #) |
Post Tags (Internal) | IDs of the Sprout tags applied to the post, separated by commas. Match them to tag names with the Tags report |
Post Sent | true if your profile published the post, false if it was received |
Post Sent by ID / Email / First Name / Last Name (Internal) | The Sprout team member who published the post through Sprout. Empty for posts published outside Sprout |
Post Clickthrough Link, Name, Long, Short | The link attached to the post: its display name, full URL and shortened URL. On LinkedIn this is only filled in for link posts (no photo or video) |
Post GUID | Sprout's unique ID for the post |
Post Profile GUID | Sprout's ID for the profile the post belongs to |
Metrics available on most networks
✓ = available for that network's posts.
Metric | What it measures | FB | IG | LI | X | TikTok | YT |
Impressions | Times the post was shown on screen (Facebook: Views from 2025) | ✓ | ✓ | ✓ | ✓ | ✓ |
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Reach | People who saw the post at least once. Can't be summed | ✓ | ✓ |
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| ✓ |
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Engagements | Sprout's engagement total (see the formulas in Working with Sprout Social data in Funnel) | ✓ | ✓ | ✓ |
| ✓ |
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Reactions | All reactions (on Facebook including Like, Love, Haha and so on) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ (Video Reactions) |
Likes | Likes on the post | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ (Video Likes) |
Comments | Comments or replies on the post (X: @Replies) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ (Video Comments) |
Shares | Times the post was shared (X: Reposts) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
Video Views | Video views as counted by the network (each network sets its own minimum view time) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
Video View Time | Total time people spent watching the video | ✓ | ✓ |
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| ✓ |
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Average Video Time Watched | Average watch time per view. Can't be summed | ✓ | ✓ |
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| ✓ |
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Video Length | Length of the video | ✓ |
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| ✓ |
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Facebook post metrics
Metric | What it measures |
Organic / Paid Impressions | Impressions from unpaid distribution / from boosting the post |
Viral / Non-viral Impressions | Impressions from stories friends shared about the post (e.g. someone liked it) / from your Page directly |
Fan / Non-fan Impressions | Impressions among people who like your Page / who don't |
Organic / Paid / Viral / Non-viral / Fan Reach | Unique people reached in each of the above ways. Can't be summed |
Love / Haha / Wow / Sad / Angry Reactions | Each reaction type separately |
Answers | Answers to a question or poll post |
Negative Feedback | Times people hid the post, hid all posts, reported it as spam or unliked the Page from it |
Unique Negative Feedback | People who gave negative feedback. Can't be summed |
Engaged Users / Engaged Fans | People / Page fans who engaged with the post in any way. Can't be summed |
Content Clicks | All clicks on the post |
Link Clicks | Clicks on links in the post |
Other Content Clicks | Clicks that weren't on a link, photo or video (e.g. "see more", name clicks) |
Photo View Clicks / Video Play Clicks | Clicks to view a photo / play a video |
Unique Content / Link / Other / Photo View / Video Play Clicks | People who clicked in each way. Can't be summed |
Organic / Paid Video Views | Video views from unpaid / paid distribution |
Autoplay / Click-to-Play Video Views | Views that started automatically / after someone clicked play |
Sound on / Sound off Video Views | Views with audio on / off |
10-Second Video Views (+ Organic, Paid, Autoplay, Click-to-Play, Sound on, Sound off) | Views of at least 10 seconds, with the same breakdowns |
30-Second Video Views (+ Organic, Paid, Autoplay, Click-to-Play) | Views of at least 30 seconds, or the whole video if it's shorter |
Partial Video Views (+ Organic, Paid, Autoplay, Click-to-Play) | Views that didn't reach the 30-second/complete mark |
95% Video Views (+ Organic, Paid) | Views that reached at least 95% of the video |
Unique Video Views, Unique Organic / Paid Video Views, Unique 10-Second / 30-Second / Organic 95% / Paid 95% Video Views | People who watched in each way. Can't be summed |
Organic / Paid Video View Time | Watch time from unpaid / paid distribution |
Instagram post metrics
Metric | What it measures |
Organic Impressions | Impressions from unpaid distribution |
Unique Organic Impressions | Unique accounts reached organically. Can't be summed |
Saves | Times the post was saved |
SproutLink Clicks | Clicks to the post from your Sprout link-in-bio page |
Story Exits | Times someone left your story on this frame |
Story Taps Back / Story Taps Forward | Taps to go back to the previous frame / skip to the next |
Organic Video Views | Video views from unpaid distribution |
LinkedIn post metrics
Metric | What it measures |
Organic Impressions | Impressions from unpaid distribution |
Post Clicks (All) | All clicks on the post, including the company name, logo and content |
Post Clicks | Clicks on links in the post |
Poll Votes | Votes on a poll post |
X (Twitter) post metrics
Metric | What it measures |
Media Views | Views of images, GIFs or videos in the post (Premium Analytics) |
Post Clicks (All) | All clicks on the post |
Post Link Clicks | Clicks on links in the post |
Other Post Clicks | Clicks that weren't on a link |
Post Media Clicks | Clicks on images or videos (Premium Analytics) |
Post Hashtag Clicks | Clicks on hashtags (Premium Analytics) |
Post Detail Expand Clicks | Clicks to open the post's detail view (Premium Analytics) |
Profile Clicks | Clicks on your name, handle or profile picture (Premium Analytics) |
Other Engagements | Engagements not counted elsewhere (e.g. quote posts) |
Follows from Posts / Unfollows from Posts | Follows / unfollows that came directly from the post (Premium Analytics) |
App Engagements / App Install Attempts / App Opens | Interactions with app cards (Premium Analytics) |
TikTok post metrics
Metric | What it measures |
Full Video Watch Rate | Share of views that watched the whole video. Can't be summed |
Impression Source: Follow / For You / Hashtag / Personal Profile / Sound / Unspecified | Where viewers found the video: the Following feed, For You feed, a hashtag page, your profile, a sound page, or an unknown source |
YouTube post metrics
Metric | What it measures |
Video Dislikes | Dislikes on the video |
Subscribers Gained / Subscribers Lost | Subscribers gained or lost from this video |
Video Added to Playlist / Video Removed from Playlist | Times the video was added to or removed from a playlist |
Estimated Minutes Watched | Total minutes watched |
YT Red Video Views / Estimated YT Red Minutes Watched | Views / minutes from YouTube Premium (formerly Red) members |
Card Impressions / Card Clicks | Times an info card was shown / clicked |
Card Teaser Impressions / Card Teaser Clicks | Times a card teaser was shown / clicked |
Annotation Impressions, Clickable / Closable Annotation Impressions, Annotation Clicks, Annotation Closes | Legacy YouTube annotations. Usually 0 on recent videos |
Content Click Other | Annotation Clicks + Card Clicks |
Positive / Negative / Neutral / Unclassified Comments | Comments sorted by Sprout's sentiment analysis (Premium Analytics) |
Net Sentiment Score | Overall comment sentiment score from Sprout (Premium Analytics) |
Pinterest post metrics
Metric | What it measures |
Comments | Comments on the Pin |
Pin Saves | Times the Pin was saved to a board |
Profile Analytics
All profile metrics are daily values for the profile, unless marked as a snapshot.
Facebook profile metrics
Metric | What it measures |
Fans | Total Page likes on that day. Snapshot: use the latest day, don't sum |
Page Likes / Organic Page Likes / Paid Page Likes | New Page likes that day, in total / unpaid / from ads |
Page Unlikes | Page unlikes that day |
Net Page Likes | Page likes minus unlikes |
Impressions, Organic / Paid / Viral / Non-viral Impressions | Times any content from your Page was shown (Views from 2025) |
Reach, Organic / Paid / Viral / Non-viral Reach | Unique people who saw any Page content that day. Can't be summed across days |
Post Impressions, Organic / Paid / Viral / Non-viral Post Impressions | Impressions of your Page's posts only |
Post Engagements | Engagements on your Page's posts (Premium Analytics) |
Reactions, Likes, Love / Haha / Wow / Sad / Angry Reactions | Reactions on Page content that day |
Comments, Shares | Comments and shares on Page content |
Post Link Clicks, Other Post Clicks, Post Photo View Clicks, Post Video Play Clicks | Clicks on Page posts, by type |
Negative Feedback | Hides, spam reports and unlikes from Page content |
Other Positive Feedback | Positive actions not counted elsewhere (e.g. answering an event) |
Page Actions | Clicks on contact info and the call-to-action button |
Action Button Clicks | Clicks on the Page's call-to-action button by logged-in users |
Page Views | Times the Page was viewed |
Page Tab Views, Logged In / Logged Out Page Tab Views | Views of Page tabs (Premium Analytics) |
Event RSVPs, Offer Claims, Place Check-ins | RSVPs, offer claims and check-ins on the Page |
Posts Sent Count | Posts published that day |
Posts Sent by Post Type (…) / Posts Sent by Content Type (…) | Posts published, split by type (e.g. facebook_post) or content (e.g. photo, video, link) |
Video Views (+ Organic, Paid, Autoplay, Click to Play, Replayed) | Video views on Page content |
10-Second / Full / Partial Video Views (+ Organic, Paid, Autoplay, Click to Play, Replayed) | Views by watch length, with the same breakdowns |
Unique Video Views, Unique 10-Second / Full Video Views | People who watched. Can't be summed |
Video View Time | Total watch time |
Instagram profile metrics
Metric | What it measures |
Followers / Following | Total followers / accounts followed. Snapshot: use the latest day |
Followers Gained / Followers Lost / Net Follower Growth | Follower change that day |
Net Following Growth | Change in accounts followed |
Impressions | Times your content was shown |
Reach | Unique accounts that saw your content that day. Can't be summed |
Profile Visitors | Unique accounts that viewed your profile. Can't be summed |
Likes, Comments, Shares, Saves, Reactions | Engagement on your content that day |
Story Replies | Replies to your stories |
Post Video Views | Video views on your posts |
Website Clicks, Email Clicks, Phone Call Clicks, Text Message Clicks, Get Directions Clicks | Taps on the contact buttons on your profile |
Posts Sent Count, Posts Sent by Post Type (…) / Content Type (…) | Posts published that day, in total and by type |
LinkedIn profile metrics
Metric | What it measures |
Followers | Total Page followers. Snapshot: use the latest day |
Followers Gained, Organic / Paid Followers Gained, Followers Lost, Net Follower Growth | Follower change that day |
Followers by Job Function (…) / Followers by Seniority (…) | Follower demographics. Snapshot: use the latest day |
Impressions, Reach | Impressions / unique members reached (Reach can't be summed) |
Reactions, Comments, Shares | Engagement on Page posts |
Post Clicks (All) | All clicks on Page posts |
Posts Sent Count, Posts Sent by Post Type (…) / Content Type (…) | Posts published that day |
X (Twitter) profile metrics
Metric | What it measures |
Followers | Total followers. Snapshot: use the latest day |
Net Follower Growth | Follower change that day |
Impressions, Media Views, Video Views | Times your posts / media / videos were viewed |
Reactions, Likes, @Replies, Reposts | Engagement on your posts |
Post Clicks (All), Post Link Clicks, Other Post Clicks, Post Media Clicks, Post Hashtag Clicks, Post Detail Expand Clicks, Profile Clicks | Clicks on your posts, by type (see X post metrics) |
Other Engagements, App Engagements, App Install Attempts, App Opens | See X post metrics |
Posts Sent Count, Posts Sent by Post Type (…) / Content Type (…) | Posts published that day |
TikTok profile metrics
Metric | What it measures |
Followers Count | Total followers. Snapshot: use the latest day |
Followers Online | Followers active on TikTok that day. Snapshot |
Followers by Country (…) / Followers by Gender (…) | Follower demographics. Snapshot: use the latest day |
Net Follower Growth | Follower change that day |
Video Views, Profiles Views | Views of your videos / your profile |
Likes, Comments, Shares | Engagement on your videos |
Published Post, Posts Sent by Post Type (…) | Videos published that day |
YouTube profile metrics
Metric | What it measures |
Followers | Total subscribers. Snapshot: use the latest day |
Followers Gained / Followers Lost / Net Follower Growth | Subscriber change that day |
Posts Sent | Videos published that day |
Pinterest profile metrics
Metric | What it measures |
Followers / Following | Total followers / accounts followed. Snapshot: use the latest day |
Followers Gained / Followers Lost / Net Follower Growth / Net Following Growth | Change that day |
Pin Count | Pins on the profile |
Pin Sent / Pin Received | Pins sent / received in Sprout's inbox |
Messages report
The Messages report lists every message in your Sprout Smart Inbox for the selected profiles. That covers both messages you sent and messages you received, such as comments, mentions, DMs and reviews. One row is one message, dated by when the message was created. Use it for community management reporting, e.g. response times or message volume by network.
Field | What it is |
Created Time | When the message was posted |
Text | Body of the message |
Network / Network Type | The social network and profile type the message came through |
Post Type / Post Category / Content Category | Type of message, e.g. |
From GUID / From Name / From Profile Picture | Who wrote the message |
Customer Profile ID / Profile GUID | Your Sprout profile the message belongs to |
Name / Native ID / Native Name / Link | Your profile's name, network ID, handle and URL |
Profile Group IDs / Profile Group Names | The Sprout groups the profile belongs to |
Perma Link | Link to the message on the network |
Internal Tags | IDs of the Sprout tags applied to the message |
Internal Sent By ID / Email / First Name / Last Name | Team member who sent the message through Sprout |
Visual Media Type / URL / Thumbnail URL | Images or videos attached to the message |
Activity Metadata – First Reply / First Like / First Tag / First Complete: Actor ID, Email, First Name, Last Name, Activity Time | Who first replied to, liked, tagged or completed the message in Sprout, and when |
Activity Metadata – … Time Elapsed / Time Elapsed in Business Hours | How long it took from receiving the message to that first action, in total and within your Sprout business hours. Use First Reply – Time Elapsed for response-time reporting |
GUID | Sprout's message ID. The same message can appear for more than one of your profiles, so GUID isn't always unique |
Listening Topic Messages report
If your Sprout plan includes Listening, you can get messages that match your Listening Topics. This is earned and public conversation, not only your own profiles. X data isn't available for Listening.
Field | What it is |
Created Time, Text, Title, Network, Perma Link, Content Category, Language | Basic details of the message |
From GUID / From Name / From Screen Name / From Profile Picture / From Profile URL | The author |
Sentiment | Sprout's sentiment category (positive, neutral, negative) |
Hashtags, Mentions, Keywords, Related Words, Emoticons | Terms found in the message |
Location City / Province / Country | Estimated author location (mainly X; otherwise taken from bio or message) |
Source Name / Source URL | Publication or page (for news, blogs and similar) |
Explicit Label | Whether the message contains explicit content |
Parent Message ID | If the message is a reply, the ID of the message it replies to |
Document Theme IDs | Listening themes that include the message |
Visual Media URLs / Types | Attached images or videos |
Metrics: Messages Count | Number of messages (volume) |
Authors Count | Number of unique authors. Can't be summed |
Positive / Neutral / Negative Sentiments Count | Messages by sentiment |
Lifetime Impressions | Potential impressions of the messages |
Lifetime Engagements / Likes / Comments / Shares Count | Engagement on the messages |
Listening Metadata From Followers Count | Follower count of the author. Snapshot, don't sum |
Tags report
A lookup table of your Sprout tags. Join it to the Internal Tags / Post Tags (Internal) IDs in the Post and Messages reports to report by tag name, for example campaign or content pillar.
Field | What it is |
Tag ID | The tag's ID. Matches the IDs in Internal Tags |
Text | The tag name |
Type | The tag type in Sprout |
Active | Whether the tag is active or archived |
Groups | The Sprout groups the tag is available in |
Any Group | true if the tag is available in all groups |
Older sources: different field names
Sprout Social sources set up before per-profile sources existed hold all profiles in one source and use Sprout's API naming. The data is the same, but some names differ:
Older field name | Current field name |
Impressions Unique | Reach |
Impressions Organic / Paid / Viral / Nonviral Unique | Organic / Paid / Viral / Non-viral Reach |
Impressions Follower / Nonfollower | Fan / Non-fan Impressions |
Engagements Unique / Engagements Follower Unique | Engaged Users / Engaged Fans |
Comments Count / Shares Count | Comments / Shares (X: @Replies / Reposts) |
Lifetime Snapshot Followers Count | Followers (or Fans for Facebook) |
Video Views 30s Complete | 30-Second Video Views (posts) / Full Video Views (profiles) |
Video Views P95 | 95% Video Views |
Video Views P100 Per View | Full Video Watch Rate |
For more on how older sources behave, see Working with Sprout Social data in Funnel.
Related articles
Data Source Setup for Sprout Social: how Sprout Social data sources are organized and why we recommend one source per profile
Working with Sprout Social data in Funnel: how to report on the data correctly and why numbers can differ from Sprout