Analytics & Reporting

What Analytics does

Analytics is the data-collection and feedback layer of the Intelligence Loop. It ingests per-channel performance at three intervals (1 hour, 24 hours, and 7 days after publish), giving you both an early read on reach and a longer view of sustained engagement for every piece of content. Beyond passive reporting, Analytics closes the loop: after each collection window the system recalculates the five Discovery scoring weights (trend velocity, brand relevance, competition gap, audience fit, and historical performance) so the next production cycle starts from a smarter baseline than the last one did.

Metrics tracked

Analytics collects the following signals across every connected channel:

• Impressions, total views delivered per post, rolled up to brand and pipeline level.
• Engagement rate, (likes + comments + shares + saves) ÷ impressions, expressed as a percentage. Normalised cross-channel so you can compare a LinkedIn article to a short-form video without adjusting for platform norms.
• Click-through rate (CTR), link clicks ÷ impressions. Requires a link in the post; zero is reported (not omitted) when no link is present.
• Dwell time, available on platforms that expose video view-duration data (YouTube, LinkedIn Video, TikTok). Reported as average seconds watched and as a completion-rate percentage.
• Audience growth, net follower delta over the reporting window, attributed to channel rather than individual posts.
• Conversion, available when posts carry UTM parameters. Analytics maps UTM-tagged traffic to goal events in your connected analytics destination and reports conversion count and conversion value per post, per bucket, and per pipeline.

ROI calculation

The ROI panel combines two components that you configure once per client account:

• Time saved, estimated hours of manual content work displaced by the pipeline (research, drafting, scheduling, reporting), multiplied by the fully-loaded hourly rate you set. This produces a cost-avoidance figure that is visible in every weekly digest.
• Conversion value, UTM-attributed revenue or goal-completion value pulled from your connected destination. When channel-attributed revenue is enabled, each channel receives a last-touch (default) or linear attribution share of the total conversion value generated during the reporting window.

Total ROI is displayed as a ratio (e.g., 4.2×) and as a net value. Both components are individually visible so clients can audit the inputs.

Dashboards

Three dashboard scopes are available out of the box:

• Per-brand, aggregate view across all channels and pipelines for a single client account. Use this for monthly business reviews.
• Per-channel, isolates one channel (e.g., Instagram, LinkedIn) so you can compare performance across posting formats and time windows without cross-channel noise.
• Per-pipeline, scoped to a single content pipeline (e.g., a product-launch campaign), useful when a client runs multiple concurrent strategies with different goals.

Every dashboard includes a date-range slicer supporting presets (7d, 30d, 90d, custom). Metrics update on next collection window after the date range changes; there is no separate “refresh” action to trigger.

Reporting

Automated digests run on a weekly cadence by default (configurable to daily or monthly under Settings → Reports). Each digest includes a plain-language summary, top-performing posts ranked by engagement rate, channel-level trend lines, and the current ROI figure. Two additional delivery options are available:

• PDF export, generates a branded report suitable for client presentation. The export uses the per-brand dashboard configuration at the moment of export; date range defaults to the past 30 days and can be overridden in the export dialog.
• Embed link, a read-only, token-authenticated URL that renders the live dashboard in an iframe. Useful for embedding performance data in a client portal or agency dashboard without giving clients a full Max Socials login. Tokens expire after 90 days and can be rotated at any time.

Loop feedback: how Analytics re-ranks Discovery

After the 7-day collection window closes for each post, Analytics writes updated weight signals back into the Discovery scorer. The five weights it modifies directly are:

• Historical performance, the primary feedback channel. Posts with above-average engagement rate and positive UTM attribution increase the score of their source topic and content bucket. Underperforming posts reduce it. This weight compounds across cycles: topics that consistently convert accumulate signal while one-off spikes do not permanently distort the queue.
• Audience fit, adjusted when dwell time and completion-rate data indicate that a format or topic held attention longer (or shorter) than the baseline for that channel.
• Trend velocity, brand relevance, and competition gap: these three weights are not rewritten by Analytics directly. They are recalculated fresh each Discovery cycle from external sources. Analytics influences them indirectly by suppressing topics with consistently poor historical performance even when their raw velocity score is high, preventing “trendy but wrong” topics from perpetually re-entering the queue.

The net effect: each client account builds a compounding intelligence profile over time. No manual weight-tuning is required.

Common gotchas

• Channel API delays. Not all platforms deliver metrics in real time. TikTok imposes a 2–4 hour delay on impression and engagement data after publish; the 1-hour collection window will show incomplete figures for TikTok posts and backfill automatically on the 24-hour pass. YouTube and Pinterest have similar latencies. Dashboards flag incomplete data points with a clock icon until the backfill completes.
• Timezone alignment. All metrics are stored in UTC and converted to the client account's configured timezone for display. Date-range slicers operate in that local timezone, so a “last 7 days” filter for a client in UTC−6 will not match a raw UTC export of the same period. If you are reconciling Analytics data against a third-party tool, export in UTC to avoid off-by-one day discrepancies around midnight.
• UTM requirement for conversion data. Conversion metrics are only available for posts that were published with UTM parameters attached. Posts published before UTM tracking was enabled for a pipeline will show zero for CTR and conversion value; they are not retroactively attributable.
• Embed token scope. Embed links expose the full per-brand dashboard, including ROI figures. Do not distribute embed links to audiences who should not see revenue data. Use the per-channel scope (available as a separate embed link) for channel-specific sharing.