You will be able to read a post's analytics and say what each number means for your goal.
Priya opens the analytics for her account for the first time in a month. There are numbers everywhere: views, reach, impressions, plays, likes, average watch time, followers gained, profile activity. One video has far more views than the rest, and she feels pleased. Then she realises she has no idea whether any of it brought a parent to the centre.
Platform analytics give you a lot of numbers, and most people either ignore them or stare at the biggest one. This lesson goes through the handful that matter and what each one can and cannot tell you.
Reach and views are the first numbers most apps show. Reach is roughly how many different accounts saw a post. Views count how many times it was played or seen, and one person can count more than once. Each platform defines these slightly differently and has changed its definitions over time, so check the definition in the app's help pages when you need precision.
These numbers tell you how far a post travelled. They do not tell you whether it worked for the business. A video can reach many people who scroll past after a second, and a video seen by few can bring in three enquiries from exactly the right parents. Lesson 3.1 made the same point about hooks: attracting viewers and attracting buyers are different things.
So look at reach and views, but use them as context. A low-reach video tells you the feed did not widen its audience, usually because early viewers did not respond. The numbers that follow tell you why.
Average watch time is how long, on average, people watched before leaving. Most platforms show it for each video. On its own it is hard to judge, because a longer video naturally has more room for watch time. Compare it with the video's length. If a 30-second video has an average watch time of 12 seconds, viewers watched 40 percent of it on average. If a 60-second video averages 15 seconds, that is 25 percent, even though the number is bigger. Both videos here are examples.
The retention graph, which you met in lesson 4.1, shows the share of viewers still watching at each moment. Where the graph falls sharply, something lost people. A steep drop in the first few seconds points to the hook. A slow slide through the middle points to a long setup. A drop just before the end often means the payoff came late or the close dragged.
These two numbers are where the work you did in modules three and four shows up. They tell you which part of your script to fix next.
Saves and shares are two of the strongest signals a viewer can give. A save means the person wanted to come back to the post: a tip, a checklist, a list of steps. A share means they thought someone else should see it.
Both suggest the post was useful or worth passing on, which is exactly what the teaching posts from lesson 2.3 aim for. If a pillar consistently gets saves, your buyers find it useful. If a video gets shared a lot, look at who it was shared with, if the platform shows you, and what the comments say.
Likes are easier to give and tell you less. They are worth a glance, but they are a weak sign of interest compared with a save, a share or a comment that asks a question.
The numbers closest to business results are the ones that show a viewer took a step towards you. Profile visits: someone wanted to see more of your account. Link clicks: someone went to your website or booking page. Messages: someone started a conversation. Follows from a post: someone wanted more.
On most platforms these are grouped as profile activity or actions, and they may only be shown for business or creator accounts. Find them and record them for every post. They are a much better guide to whether your content is doing its job than views.
Then add what the platform cannot see. Your log from lesson 7.3, From comment to conversation to customer, records which conversations started on social and which became sales. Put the two side by side and you begin to see which posts lead to customers as well as attention.
In the activity you will open the analytics for your last five posts and note reach, average watch time, saves, shares and profile actions for each.
Open the analytics for your last five posts and note reach, average watch time, saves, shares and profile actions for each.
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