Table 1. Key performance indicators available per platform.
| Metric | Facebook® | Instagram® | TikTok® | Twitter® | Paid-Ads (Meta®) |
|---|---|---|---|---|---|
| Impression1 | No | No | Yes | Yes | Yes |
| Reach2 | Yes | Yes | No | No | Yes |
| Engagement3 | Yes | Yes | Yes | Yes | Yes |
| Link-Click4 | No | No | No | No | Yes |
| Cost-Per-Click5 | No | No | No | No | Yes |
1 Impressions: Number of times a piece of content was displayed to a target audience.
2 Reach: Number of users exposed to a piece of content.
3 Engagement: Number of interactions the piece of content received from user, such as reactions, shares, comments, link clicks, 3-seconds video plays.
4 Link click: The number of clicks on links within an ad that users clicked on.
5 Cost per Click: The cost to pay for each click on an advertisement