Analytics

Analytics collects the numbers from your connected accounts every night and turns them into what to do next. It has five views: Week by week, Channels, Revenue, AI answers and Watch. On Channels, pick 7, 30, 90 or 365 days at the top, and everything on the page follows.

Week by week

Analytics opens on Week by week: what happened around your posts in each of the last 12 weeks and this week so far, side by side. Most people who see a post never click it. They save it, send it to a friend, visit your profile or send you a DM a few days later. This view counts those things too.

When you have a strategy with pillars, Plan against reality comes first: the share of posts you planned for each pillar next to what you posted, likes and comments per pillar, and whether you kept your rhythm. See Strategy for how it works.

At the top of the numbers is last week in one sentence, for example: "Last week: 4 posts, 31 likes, comments, saves and shares, 6 new DM conversations and 3 new subscribers. 2 people said they found you through Instagram."

Below it, one small chart per number, all on the same weeks:

• Posts published: posts that went out through Postfjord, split into posts that give and posts that ask (the Gives and Asks mark on each post), and a table with the posts per channel.
• Likes, comments, saves and shares, Saves on your top posts, Profile visits, New followers and People reached: from Instagram and Facebook, where Meta shares them.
• Saves on your top posts only adds up the saves on your 10 most liked recent posts that went out that week. A week without one of those posts shows no number. Saves on your other posts are left out.
• New DM conversations: people who wrote to you first in the DMs that week.
• New email subscribers: people who confirmed their email address themselves. Imports do not count.
• Said where they found you: answers to "Where did you first hear about us?" on your signup forms, per source.
• Landing page views and Landing page taps.
• Link clicks in DMs: clicks on the tracked links in your automations. One row among many.

Each chart has a dark line for the 4-week average, so one odd week does not fool you. A dashed line at the bottom is a week that was not counted, not a zero. Show as a table gives every number at once.

Posting and what followed says in plain words whether the weeks you posted more were also the weeks more people signed up, wrote to you or followed you. It needs at least 8 weeks of numbers. Before that, or when there is no clear pattern, it says so.

Owners and editors can tap a week under Notes on weeks and add a short note, like "Opened the spring class" or "Holiday". The note shows as a dashed line on every chart and in the monthly report.

The numbers are counted every morning. Press Count now to count this week right away. The first time, Postfjord fills in the last 12 weeks from what it already has; numbers it never collected stay empty, and so do weeks before your workspace was made. Weeks run Monday to Sunday in UTC, the same days as the rest of Analytics.

Your year of posts

Under the weeks is Your year of posts: one square for each day of the last year. A darker square means more posts that day. Hold the pointer over a square to see how many. It counts posts Postfjord published, on the days in your workspace's time zone, and updates every night.

All channels

The top of the page adds up every channel for the days you picked:

• Followers: all your followers together, and how many you won or lost.
• Posts published: the posts on your channels, and how many of them went out through Postfjord.
• Likes and comments: all of them together, and the average per post.
• Engagement rate: likes and comments per post, out of every 100 followers. 2% means a post got 2 likes or comments for every 100 followers.
• Reach per day: how many people saw your posts on an average day.

Under each number, an arrow shows how it changed from the days just before, for the same number of days. Pick 30 days, and you see the last 30 days next to the 30 days before them, for example "Up 12% from the 30 days before". Green means it went the good way, red means it did not. For followers, it compares today with 30 days ago.

Only channels with numbers for both periods count, on both sides, so a channel you connected last week does not look like growth. When there are no numbers for the days before yet, for example in your first month, no arrow shows.

Below that are your five best posts across every channel, the best times to post, and a table with the channels side by side. On a phone the table turns into one card per channel.

Each channel

Pick a channel under Each channel to see its own numbers: followers over time, reach per day, when your followers are online, likes and comments by weekday, hour, topic and kind of post, and its best posts.

What each platform shares

• Instagram: followers, posts, likes, comments, reach, profile views and when your followers are online.
• Facebook: followers, posts, likes, comments and reach.
• Pinterest: followers and monthly views.
• Threads and LinkedIn: the posts Postfjord published.

Threads needs a permission for numbers that Postfjord has not asked for yet, and LinkedIn shares numbers for personal profiles only with apps it has approved for them. For these channels you see how many posts Postfjord published, and a note on the channel says why.

X charges for every number it shares, so Postfjord does not read them. You see the posts Postfjord published on X.

TikTok needs a permission for numbers that Postfjord has not asked for yet. You see the posts Postfjord published on TikTok.

Revenue

Revenue shows the sales and bookings Postfjord can tie to something it sent, and where they came from:

• Email campaigns: emails you sent once.
• Email automations: emails in an email automation.
• DM automations: links in your DM automations.
• Pages: your landing pages and your link in bio page.
• Contacts, no link: the buyer is one of your contacts, but did not come through a link from Postfjord.

Pick This month, Last month or Last 3 months at the top. Months follow UTC.

• This month shows what came in so far this month. It has no change figure, because the month is not over yet.
• Last month shows the whole of last month and the change against the month before.
• Last 3 months shows the three whole months before this one and the change against the three months before those. This month is not part of it.

A refund takes its money off again. When you sell in more than one currency, the biggest one is shown and the others are listed under the total.

Social posts are not measured on their own yet. A sale from your link in bio counts under Pages.

The numbers come from your connected Stripe, Shopify and booking systems (see Link tags, sales and results) and are counted again every hour, so a sale can take up to an hour to show here.

Your email against your industry

Under the money, Postfjord compares your email campaigns from the last 90 days with other businesses like yours: open rate, click rate and unsubscribe rate, each marked Good, Normal or Weak. Good means at least 20% better than your industry, weak at least 20% worse. For unsubscribes, lower is better.

1. Postfjord picks your industry from what you told it when you started. Change it in the Industry list.
2. Only campaigns that reached at least 10 people count, and automation emails are left out.
3. Opens only show when your workspace counts them.

The industry numbers are medians from MailerLite's email benchmarks for December 2024 to November 2025, over 3.6 million campaigns. The link to the source is under the numbers. An industry that MailerLite does not publish is not in the list. Two things to know when you read them:

• Apple Mail opens every email for its users to load the pictures, so open rates read higher than they really are. Clicks tell you more.
• Postfjord counts clicks (one per address, link and hour), not people, so your click rate may read a little high.

AI answers

More people now ask ChatGPT or Claude where to go, instead of searching. AI answers shows if they name you.

1. Open Analytics and pick AI answers.
2. Write the questions a new customer would ask, without your name. For example: "best yoga studio in Austin" or "where can I get a gel manicure in Brooklyn". Press Suggest questions for ideas from your brand profile.
3. Add other names you go by, like a short name. Postfjord always looks for your workspace name and your website.
4. Press Save. Press Check now on a question to see the answers today, or wait for the monthly check.

Once a month, early in the month, Postfjord asks ChatGPT and Claude each question with web search on. For each answer you see:

• Named you or Did not name you. Capital letters, spaces and dashes do not matter, so "Hot Yoga Austin" and "hotyogaaustin" both count. Only whole words count, so "Strength" is not found in "strengthening". A name in one word, like the one from your website, only counts written as one word. If people write it as separate words, add that under Other names you go by. A name never counts across the end of a sentence, so "hot yoga. Austin has more" is not "Hot Yoga Austin". When every word of your name is in the question itself, like "Hot Yoga Austin" for "best hot yoga in Austin", it only counts written as a name, with capital letters or as one word, since every answer repeats the question's words.
• Used your website, when one of the sites it read was yours.
• Sites it used: the sites the answer pointed to. These are the places worth being on.
• Show the answer: the full answer as text, with the date.
• Month by month: a dot per month. A full dot means it named you, a ring means it did not, and a dash means there was no answer that month.

Answers change from one ask to the next, even with the same question. One check is a hint, not a ranking. Look at the months together.

Every plan has AI answers. The plan sets how many questions you keep: 1 on Free, 3 on Starter, 5 on Solo, 10 on Studio and 20 on Agency, per workspace. On an Enterprise plan we set the number with you. Each question is checked once a month, by the monthly check or by Check now. A month never has more checks than your plan has questions, so changing a question after it was checked does not give you another check that month. If an app does not answer, press Try again to ask it once more. In the first week of the month, the monthly check also tries once more by itself. A suspended workspace is not checked.

Each answer uses a little of your AI budget, the same budget as the other AI tools. One question costs about 5 to 15 cents a month, for both apps together. When this month's AI budget is used up, Postfjord does not ask, and you do not lose a check. The screen says the budget is used up. The check runs again next month, or after you raise the budget under Settings. Then press Check now.

In rare cases Postfjord pauses AI answers for everyone until the next month. The screen then says the checks are paused. You do not lose a check, and the checks start again next month.

Owners and editors can change the questions and press Check now. Viewers can read the answers.

Watch other accounts

Watch shows the latest posts and numbers of other Instagram accounts: a brand you look up to, a studio across town, or a creator you work with.

1. Open Analytics and pick Watch.
2. Type the account's Instagram username, like natgeo. You can also paste the link to its profile.
3. Press Add.

For each account you see its picture, name, followers, how many accounts it follows, how many posts it has, and its 12 latest posts with likes, comments and the date. Press a post to open it on Instagram. Some accounts hide their likes, and then only comments show.

What you need to know:

• It works for public Instagram business and creator accounts. Instagram does not share private, personal or age-restricted accounts, so those cannot be added.
• Your own Instagram must be connected through Instagram + Facebook on Channels. Postfjord looks the accounts up through that connection. An Instagram connected the other way cannot do this.
• The posts update when you open Watch, at most every 6 hours. Under each account it says when it was last updated.
• Your plan sets how many accounts you watch: 1 on Free, 3 on Starter, 5 on Solo, 10 on Studio and 25 on Agency, per workspace. The number at the top shows how many you use.
• Postfjord makes at most 30 lookups an hour per workspace. If you reach that, the rest update a little later.
• Press Remove to stop watching an account. Postfjord then deletes what it kept about it.
• The account you watch is not told, and nothing is posted or liked.

Owners and editors can add and remove accounts. Viewers can look.

Breakouts

Breakouts sits at the top of Watch. It shows posts from the accounts you watch that did far better than that account usually does.

Postfjord looks at each account's 30 latest posts. A post is a breakout when its likes and comments are at least 3 times what the account's other posts usually get. It says why in plain numbers, for example "2,400 likes and comments. This account usually gets 610."

To make your own post from the idea:

1. Open Analytics and pick Watch.
2. Find the post under Breakouts and press Make my version.
3. Bo works out why the post did well and writes a new post for your Instagram on the same idea, in your own words.
4. It is saved as a draft. Press Open my draft to read it, change it and schedule it when you like.

What you need to know:

• Bo never copies the other post. If a draft comes out too close to the words of the original, Postfjord throws it away and you can press the button again. That try still counts as one of the month's versions, since Bo already wrote it.
• Bo never tags, names or credits the other account.
• Nothing is posted. You decide if and when the draft goes out.
• Each version is one AI call on your AI budget. Free makes 3 versions a month and paid plans 30, per workspace. Pressing the button again on a post you already made a version of opens the same draft and costs nothing. If you deleted that draft, the button makes a new one.
• An account needs at least 11 posts with likes it shows before Postfjord knows what is usual for it. Accounts that hide their likes get no breakouts.
• Only posts from the last 60 days show, at most 3 per account and 12 in all.
• Finding breakouts makes no extra lookups. They update with the account, at most every 6 hours.

Owners and editors can make versions. Viewers see the list.

Posts that did better than usual

Every night Postfjord compares your newest posts with what your posts usually get on the same account. When a post got at least twice as much as usual, Postfjord tells you:

• on Home, under Needs attention, with a green dot, for 7 days,
• on the post in Posts, under Published, as a green line,
• in Monday's Weekly summary email, under Better than usual, up to three posts from last week.

It says what happened in plain numbers, for example "It reached 4,200 people. Your posts usually reach 1,100."

How it works:

1. Postfjord looks at three numbers: people reached, likes and comments, and comments on their own.
2. "Usual" is the middle value of the 20 posts you published on that account before this one. A post is never compared with posts that came after it.
3. A post counts when one number is at least twice the usual and also at least 500 people reached, 30 likes and comments, or 10 comments. So a small account does not hear about a post that went from 2 likes to 5.
4. Postfjord only looks at posts from the last 14 days, and it needs at least 5 earlier posts with that number first.
5. Each post is told once. If it keeps growing, you do not hear about it again.

Good to know:

• It works on the accounts where Postfjord reads likes and comments (see What each platform shares below). Reach only comes from Instagram and Facebook, for your 30 newest posts on each account.
• Only posts that went out through Postfjord get a line, because that is where the line lives. Your other posts still count toward what is usual.
• Nothing is emailed and nothing goes to Slack or Discord. You see it when you open Postfjord.
• A suspended workspace is not checked.

Add your link

A post that does better than usual has more people looking at it than your other posts. That is a good moment to show them where to go next. On Instagram and Facebook, Postfjord can put your call to action and your link in a comment under that post.

The comment is your Standard call to action and your Website from Settings, Brand voice. Hold the mouse over the button to see the comment before it goes up.

The row on Home has an Add your link button. One press, and the comment goes up. The row then says Link added. Postfjord never adds the comment by itself: it only goes up when you press.

Good to know:

• Only Instagram and Facebook posts that went out through Postfjord. Not stories, because they have no comments.
• One comment per post. Postfjord never adds a second one, even if you press again.
• Only in the first 7 days after the post went out. After that, few people see it.
• If Meta says no, for example because comments are turned off on the post, the row tells you why and nothing is posted. You can press again once it is fixed.
• If Meta does not answer clearly, the row says Check the post. Postfjord does not try again, so you never get the same comment twice. Look under the post first.
• A suspended workspace gets no comments.

Your best content to repost

A post that did well once can do well again. Under Week by week you find Your best content to repost: your posts with the most likes and comments in the last 90 days, the best first.

1. Find a post in the list.
2. Press Redraft. Bo writes a fresh version of it: the same idea, with a new first line and new words.
3. The new version opens in the composer as a draft. Change what you want, add a picture, then schedule it.

Good to know:

• Redraft only makes a draft. Nothing is scheduled or posted until you do it.
• When the post went out through Postfjord, the draft gets its channels and pictures too. A post you made in the platform's own app becomes a draft for that channel, without pictures.
• Each post can be redrafted once every 30 days, so the same words do not come back within a month. After a redraft the post shows Open the draft instead.
• A redraft counts on your AI budget, like any other draft from Bo.
• The list comes from the numbers Postfjord reads every night, on the channels where it reads likes and comments.

Milestones

On Channels you see a row of badges for each account: followers at 100, 500, 1K, 5K, 10K, 25K, 50K and 100K, and views at 10K, 100K and 1M. Hold the pointer over a badge to see the day you reached it.

How it works:

1. Every night Postfjord reads your followers and the people your posts reached, the same numbers as the rest of Analytics.
2. The first night it counts an account, the badges it already has are saved as "reached before Postfjord started counting". Bo stays quiet about those.
3. When an account passes a new step after that, it gets the badge with the date, and Bo says well done on Home for 7 days. Press Got it to hide the note.
4. A badge stays, even if the number drops later.

Views are the people your posts reached, added up over the days Postfjord keeps (up to 400), or the monthly views a platform reports itself. They only grow on accounts that share reach (see What each platform shares below). Badges cost nothing and use no AI.

Best times to post

Postfjord looks at when your posts got the most likes and comments. Each channel is measured against its own usual, so a big Instagram account does not decide the times for a small Facebook Page. A time shows once you have posted at it at least twice. The times are in your workspace time zone.

Content themes

Every post is sorted into a topic: educational, offer, event or class, behind the scenes, community, inspiration or other. Postfjord also notes whether the post has a clear next step, such as booking or a link. Each channel then shows likes and comments per topic and says what stands out, for example that educational posts get twice as many as offers.

Posts published outside Postfjord count too. Each post is sorted once, during the nightly update, up to 25 new posts per channel a night, so a channel with a long history is complete after a few nights. A comparison only shows once a topic has at least three posts.

Monthly report

Pick a month at the top of Analytics and press PDF report. When it is ready, press Open the report and send the PDF to a client or your team. It has the workspace's name and the logo from your brand kit, plus "Prepared by" and your agency's logo when the workspace has agency branding on, then:

• how many posts went out in the month, per channel,
• for the month in progress: followers, new followers and likes and comments for the last 30 days, per account, and the best posts,
• for a month that is over: followers at the end of the month, new followers during it and reach, per account,
• bookings and sales in the month, when a booking system or Stripe is or was connected,
• the automations that started the most conversations, bookings and sales, counted over all time,
• week by week: posts, likes, saves and shares, profile visits, new DM conversations, new subscribers, landing page views and where people found you, for each week that starts in the month, with your notes. A week that was still running when the report was made says "so far".

The months you can pick follow your plan's analytics history, at most a year back. A workspace can make 20 reports a day. The PDF opens from a private link; anyone you send the file to can read it. Making the month's report again replaces the last one, and its old link stops working.

The report by email each month

An owner of the workspace can press Email me each month next to PDF report. Early each month, usually on the 1st, Postfjord makes the report for the month before and emails you the link, so you can forward it to a client. The email comes from 7 in the morning or later in your workspace's time zone (Settings). The report counts the month in UTC, so in Asia and Australia the email waits until the month has also ended in UTC. If you already made that month's report after the month ended, the email links to it, so a link you have sent on keeps working. Each owner turns it on for themselves, and Stop the monthly email turns it off. A suspended workspace gets no report. The emailed report does not count toward the 20 a day.

FAQ