Every metric in Reports, grouped by tab. To learn how the page works and how to use each tab, start with the Reports guide.
Inside Ellipsend, you can also hover the "i" icon beside most metrics for a short definition.
In this guide
Across Every Tab
Percentage beside a number. The change from the period right before the one you picked. Green is up, red is down.
Use Company Timezone. Shows the report in your company's time zone instead of your own, so everyone on the team sees the same numbers.
New Contacts Only. Only counts contacts created in the dates you picked. On the Campaigns and Agents tabs.
Totals. Shows where your contacts are right now, no matter when they entered the campaign. On the Campaigns tab.
Cohorts. Looks only at contacts who entered a campaign in the dates you picked, and shows where they are now. On the Campaigns tab.
Cash collected vs. total revenue. Reports shows money two ways. Cash collected is what has actually been paid. Total revenue is the full value of the deal, including payments still to come. On a $10,000 deal with $1,000 paid up front, cash collected is $1,000 and total revenue is $10,000. The Campaigns tab calls these Initial Payments and Revenue. The Agents tab calls them Received and Expected.
Campaigns Tab
Revenue Over Time
Initial Payments. Cash collected in the dates you picked.
Revenue. Total revenue in the dates you picked, including payments still to come.
Lead Flow
Total Contacts. New contacts in the dates you picked.
Instagram Contacts. New contacts who came in through Instagram.
Facebook Contacts. New contacts who came in through Facebook.
Metrics Over Time
Five tiles you choose from the list below.
Contacts. New contacts in the dates you picked.
Agent Sent Messages. Messages sent by your inbox agents.
Initial Payment. Cash collected.
Revenue. Total revenue.
Deals Won. Contacts who entered a Won stage.
Deals Lost. Contacts who entered a Lost stage.
Your activities. Every activity in your account can be picked, and shows how many times it was logged.
Pipeline Performance
Total Leads. Contacts in the campaign or pipeline you're viewing.
Won Leads. How many of those contacts are in a Won stage.
Lost Leads. How many of those contacts are in a Lost stage.
Stage bars. How many contacts are sitting in each stage right now.
Custom Metrics
A custom metric is one number divided by another, shown as a Number, Currency, or Percentage. You can build one from any of these.
Business. Contacts, Agent Sent Messages, Initial Payment, Revenue, Deals Won, Deals Lost.
Social. Views, Video Views, Likes, Comments, Shares, Saves, Engagements, Engagement Rate.
Basic. Link Clicks, Followers, Net Followers, Lost Followers, New Followers, Profile Views, Unique Video Views, Accounts Engaged.
Ads. Ad Spend, Ad Clicks, Ad Impressions, Conversions, CPM, CPC, ROAS.
Activities. Every activity in your account.
The Social, Basic, and Ads metrics are defined under Social Tab below.
Top Performing Content
Each post card shows Reach, Likes, Comments, Shares, Revenue, and Contacts. You can rank the cards by any metric from the Content tab, including your activities.
Agents Tab
Only contacts assigned to an inbox agent count on this tab.
Agent. The inbox agent's name.
Messages. Total messages the agent sent.
Contacts. Unique contacts the agent messaged.
Responded. Conversations where the agent sent the last message.
Waiting. Conversations where the contact sent the last message and is waiting on a reply.
Rate. The percentage of conversations where the agent sent the most recent message. Responded divided by Contacts.
Received. Cash collected from the agent's contacts.
Expected. Total revenue from the agent's contacts, including payments still to come.
Average. Average revenue per contact. Expected divided by Contacts. Also called dollars per DM.
Deal Won. Won stage entries credited to the agent who was assigned at the time.
Deal Lost. Lost stage entries credited to the agent who was assigned at the time.
Activity columns. One column for each activity in your account, showing how many times it was logged for the agent's contacts.
Content Tab
Always Shown
Post. The post or ad.
Revenue. All-time revenue tied to the post, whatever dates you picked. A green dot means it has all been received. A yellow dot means it includes revenue still expected.
Date. When the post went up.
Ad Status. Published, Boosted, or Ad.
Post Details
Platform. Instagram, Facebook, or TikTok.
Content Type. Feed, Reel, or Story.
Labels. The labels you've added to the post.
Organic Performance
Reach. Unique people who saw the post.
Impressions. Total times the post was displayed, including repeat views by the same person.
Views. Total video plays.
Likes. Total likes.
Comments. Total comments.
Shares. Total shares.
Saves. Times someone bookmarked the post.
Engagement Rate. Likes, comments, shares, and saves added together, divided by views or reach.
Avg Watch Time. Average seconds viewers watched the video. Reels and TikTok only.
Skip Rate. Percentage of viewers who skipped past the video early. Reels and TikTok only.
Reposts. Times the video was reposted or shared to others.
Paid Performance
Paid Reach. Unique people reached through paid delivery.
Paid Impressions. Times the post was displayed through paid delivery.
Paid Views. Video plays through paid delivery.
Paid Likes. Likes through paid delivery.
Paid Comments. Comments through paid delivery.
Paid Shares. Shares through paid delivery.
Ad Spend. Total money spent on the ad.
Ad Clicks. Total clicks on the ad, including link clicks and profile visits.
Ad Follows. New followers gained from the ad.
Conversions. Completed conversion actions from the ad.
Cost Per Conversion. Average cost for each conversion from the ad.
Cost Per Click. Average cost for each ad click. Ad Spend divided by Ad Clicks.
Cost Per Mille. Cost per 1,000 impressions. Ad Spend divided by Impressions, times 1,000.
Cost Per People Reached. Cost per 1,000 unique people reached. Ad Spend divided by Reach, times 1,000.
Frequency. Average number of times each person saw the ad. Impressions divided by Reach.
Return On Ad Spend. Revenue divided by Ad Spend, shown as a multiplier like 8.0x.
Business Outcomes
Deal Won. Won deals credited to the post.
Deal Lost. Lost deals credited to the post.
Activity columns. One column for each activity in your account, showing how many times it was logged for contacts who came from the post.
Social Tab
The Social tab is in beta. Data can take up to 72 hours to populate from the social platforms.
Social Metrics
Views. Every time your content was shown, including repeat views by the same person. On Facebook, this counts views of your Page's posts and videos.
Video Views. Times your videos were played, counting every play. Not available for Facebook.
Likes. Likes and reactions on your content.
Comments. Comments on your content, minus any that were deleted. On a day when more comments were removed than added, this can dip slightly below zero.
Shares. Times your content was shared.
Saves. Times people saved your content. TikTok doesn't report saves.
Engagements. Likes, comments, and shares on your content, plus saves where the platform reports them.
Engagement Rate. Engagements as a percentage of views.
Basic Metrics
Link Clicks. Clicks on the link in your profile or bio. Not available for Facebook, because Meta doesn't report link clicks for Pages.
Followers. Your total follower count at the end of the period.
Net Followers. The change in your follower count over the period. The count at the end minus the count at the start.
New Followers. New follows your account gained during the period. On TikTok, this includes follows gained from ads.
Lost Followers. Follows your account lost during the period. On Facebook, this only counts people who chose to unfollow, not accounts Meta removed.
Profile Views. Visits to your profile or Page during the period.
Unique Video Views. The number of different people who watched your videos.
Accounts Engaged. Unique accounts that interacted in any way, including taps, saves, and clicks. It can read higher than Engagements. On Facebook, this counts total post engagements instead of unique accounts.
New Followers and Lost Followers count individual follows and unfollows. Net Followers is the change in your total count, which the platforms track separately. New minus Lost won't equal Net.
Ad Metrics
Ad Spend. What you spent on ads during the period.
Ad Clicks. Clicks on your ads.
Ad Impressions. Times your ads were shown.
Conversions. Conversion events credited to your ads during the period.
CPM. Average cost for every 1,000 ad impressions. Spend divided by impressions, times 1,000.
CPC. Average cost per ad click. Spend divided by clicks.
ROAS. Revenue earned for every dollar of ad spend. Revenue divided by spend.
Audience
Top Ages. Share of your audience by age.
Top Gender. Share of your audience by gender.
Top Countries. Share of your audience by country.
Top Cities. Share of your audience by city.