Social Media Analytics: Getting Started in AskBiz

AskBiz connects to Instagram, TikTok, Facebook, LinkedIn, and Pinterest to pull:

• Follower count and growth
• Reach and impressions
• Engagement rate (likes, comments, saves, shares)
• Post and reel performance
• Paid social metrics (spend, ROAS, CPM, CPC, CTR) via Meta Ads and TikTok Ads
• Traffic and revenue driven from social via UTM tracking

All channels appear in a unified Social dashboard so you can compare performance across platforms.

Go to Settings → Integrations and connect each platform:

• Instagram & Facebook: connect via Meta Business account. Requires Business Manager admin access.
• TikTok: connect via TikTok Business account
• LinkedIn: connect via LinkedIn Company Page (admin required)
• Pinterest: connect via Pinterest Business account

For paid social data, connect Meta Ads and TikTok Ads separately — these are different permissions from the organic account connections.

After connecting, historical data syncs for the past 90 days. Ongoing data updates every 6 hours.

The Social section has four main views:

• Overview: follower totals, engagement rates, reach, and impressions across all channels
• Posts: individual post performance ranked by reach, engagement, or saves
• Paid: ad campaign performance — spend, impressions, ROAS, CPM
• Revenue: social-attributed revenue from UTM-tagged links

Use the channel selector at the top to view a single platform or all platforms combined.

For organic social:

• Engagement rate (most important — measures content quality)
• Reach growth (measures audience expansion)
• Saves and shares (strongest intent signals on Instagram and TikTok)

For paid social:

• ROAS (revenue return on ad spend)
• CPM (cost per 1,000 impressions — measures efficiency)
• CTR (click-through rate — measures ad relevance)
• CPA (cost per acquisition — measures conversion efficiency)

For business impact:

• Social-attributed revenue (in Social → Revenue)
• Social-driven new customers (in Analytics → Acquisition → Channel)

For AskBiz to attribute revenue to social media, every link in your social posts and bio needs UTM parameters:

• utm_source=instagram (or tiktok, facebook, linkedin, pinterest)
• utm_medium=social (organic) or utm_medium=paid_social (paid)
• utm_campaign= (optional but recommended)

For paid campaigns, UTMs are typically set in the ad manager (Meta Ads or TikTok Ads). For organic posts, use a URL shortener with UTM support (Bitly, Later) to keep links clean.

Check your UTM coverage in Social → Revenue → UTM Coverage — AskBiz shows the percentage of social traffic arriving with UTMs.