Analytics

Analytics brings together how everything you publish is performing - your social platforms, your website, and your email - in one place. HIVE pulls the numbers from every source you’ve connected, so you don’t have to open each platform’s own dashboard.

Everything here is read-only: HIVE reads stats from your connected accounts and shows them. To get data flowing, the sources have to be connected first - links to each connect guide appear throughout this page. Connecting is done by an admin.

Where it lives

Open Analytics from the top navigation. The page is headed Analytics, with the subtitle “Insights across all communications.”

Analytics is split across five tabs, shown as a strip near the top of the page. It opens on Social:

• Social - your social platforms, plus YouTube and Instagram audience demographics.
• Web - your website stats from Google Analytics.
• Email - how the email HIVE sends for you is performing (see Email).
• Other - email marketing from your own HubSpot and Mailchimp accounts.
• Measures - your Success Measures, all together (see Measures).

Two controls sit at the top-right:

• A date-range control, in the page header - it sets the period for Social, Web, Email and Other at once, and stays put as you switch between them (see Choosing a date range). It doesn’t appear on Measures.
• An export control, on each tab - it downloads that tab’s sections (see Exporting).

Note

Switching tabs keeps your selected date range. The range also travels in the page’s web address, so you can bookmark or share a link that opens on the same window.

Social

The Social tab is the cross-platform view - it’s where HIVE brings your social accounts together.

Facebook reach and engagement aren't available yet

HIVE can’t yet show reach or engagement figures for Facebook Pages. Facebook requires a separate permission to read Page statistics, and HIVE’s access to it is still being reviewed by Facebook.

Until it’s granted, Facebook is absent from the Total Reach and Engagement Rate cards and from the Engagement & Reach chart, and its Social Channel Performance tile shows no reach. Your Facebook follower count and Audience Growth are unaffected, and so are publishing, comments, and the inbox.

Once the permission is granted you’ll need to reconnect your Facebook Page for the figures to start arriving - existing connections don’t pick it up on their own. See Connect Facebook.

The summary cards

At the top, three cards give the cross-platform headline for your selected period:

• Total Reach - your social reach for the period, adding up each channel and each day separately, so the same person can count more than once. Google Analytics is not included here - website visitors live on the Web tab.
• Engagement Rate - one headline figure with each channel’s own rate listed beneath it. The headline averages those rates, giving more weight to the channels that had more interactions, so your busiest channel largely sets it. Google Analytics is not counted here.
• Audience Growth - how your combined follower count changed over the period.

A line under these cards explains the scope: “Calculated by HIVE across connected platforms. Excludes YouTube, which is shown separately below.”

Total Reach and Engagement Rate each carry an information icon beside the card title. Selecting it opens a short note on what that figure counts. Audience Growth has none.

Why the channel rates aren't comparable with each other

Each channel’s rate is measured against what that channel counts, and the channels don’t count the same things.

Facebook and Instagram divide by the people reached. LinkedIn divides by impressions and TikTok by video views, and one person usually accounts for several of those - so those two read lower for exactly the same audience behaviour. Pulling the other way, Facebook counts link clicks as interactions where LinkedIn deliberately doesn’t, which lifts Facebook’s figure.

So read each channel against its own history rather than against the channel next to it. A rate above 100% is possible on Facebook, where one person can click and react on the same day - it isn’t an error.

The trend charts

Below the summary, two charts track the trend across your selected date range:

• External Engagement & Reach (excludes YouTube) - engagement and reach over time, on a dual axis.
• Audience Growth (excludes YouTube) - your follower count and daily new followers over time.

Both can be filtered to a single platform: click a tile in Social Channel Performance (below) and both charts narrow to that platform, with the titles updating to name it. Select Clear Filter to go back to all channels.

Social Channel Performance

Social Channel Performance is the side-by-side comparison of your social platforms. It shows a tile for Facebook, Instagram, LinkedIn, and TikTok. Clicking a tile filters the two trend charts above to that platform.

Two sources are deliberately not in this comparison:

• YouTube has its own card below - YouTube’s API policy doesn’t allow its stats to be blended with other platforms.
• Mailchimp is email marketing, not a social channel, so it lives on the Other tab.

Each tile shows that platform’s reach, its follower count, and a small up-or-down trend. The reach label differs by platform, because each one measures something slightly different: Facebook and Instagram show Reach, LinkedIn shows Impressions, and TikTok shows Views. That’s expected - it reflects what each platform actually reports.

Every tile carries an information icon next to the platform name, explaining what that platform’s number counts. Selecting it opens a short note; it doesn’t change the page or the filter.

One further line appears only when it applies: something like “4 of 30 days covered”, shown when HIVE has fewer days of data than the period you selected. It’s normal rather than a fault - TikTok history starts on the day you connect it, and Facebook and Instagram only share a short recent window until HIVE has been collecting for a while. When a platform covers the whole period, no line appears.

For every connected social account, HIVE tracks the same three things, labelled to match each platform:

• Reach / Impressions / Views - Facebook and Instagram count people; LinkedIn counts impressions and TikTok counts video views. Each is added up for every day in the period, so the same person can count more than once.
• Engagement - likes, comments, and shares. On Facebook, link clicks count too.
• Followers - your audience size, and how it’s growing.

These feed the summary cards, the trend charts, and the Channel Performance tiles. Connect each platform from its own guide: Facebook, Instagram, LinkedIn, TikTok.

YouTube

YouTube has its own card on the Social tab and is never blended into the cross-platform figures above - YouTube’s API policy requires its data to be shown on its own. If you’ve connected more than one channel, a Channel: selector lets you switch between them.

The card shows Subscribers, Total Views, and Videos, plus daily charts for Views, Likes, Comments, and Subscribers Gained / Lost. Two notes appear here: “Values shown are reported directly by the YouTube API.” and, for longer date ranges, “YouTube statistics are limited to the last 30 days per YouTube API Services policies.”

Connect it from the YouTube guide.

Instagram audience demographics

At the bottom of the Social tab, Instagram audience demographics shows who your Instagram followers are. It’s a lifetime picture - the note reads “Lifetime - not affected by the selected date range”, so the date-range control at the top doesn’t change it.

There are two breakdowns:

• Age & gender - a bar chart of your followers by age band, split into Women, Men, and Not specified.
• Top countries - your followers’ countries, ranked, each with its share.

If you’ve connected more than one Instagram account, an All accounts picker lets you choose which to include; leave it on all to see them combined.

A few things to know about the numbers

• Instagram sets a minimum. “Instagram reports demographics once an account has at least 100 followers.” Below that, Instagram returns nothing and HIVE shows a short note in place of the chart.
• Percentages are of followers Instagram has data for, not of your total followers - Instagram only shares demographics for a subset of your audience.
• More than one account? Followers are counted per account, so someone who follows two of your accounts is counted twice.
• Prompted to reconnect? Reconnect Instagram from the Instagram guide to restore the demographic data.
• Not in the export. Demographics aren’t included in the Social tab’s CSV or PDF - those cover your social platforms and YouTube. Read the demographics on screen.

Reached audience demographics

Just below, Reached audience demographics shows who your posts actually reached - a different audience from your followers. Its own selector sets the period - Last 7 days or Last 30 days (rolling windows, separate from the date range at the top of the page); it opens on the last 30 days.

The same two breakdowns apply:

• Age & gender - a bar chart of the accounts you reached by age band, split into Women, Men, and Not specified.
• Top countries - the countries of the accounts you reached, ranked, each with its share.

As with followers, an All accounts picker combines your connected Instagram accounts, and a note reads “Based on N accounts reached for whom Instagram has demographic data.”

Reached demographics vs followers

• This counts accounts reached, not followers. The numbers describe the people your posts reached in the window, not who follows you - so they can look quite different from the follower breakdown above.
• Instagram needs enough reach. It reports reached demographics only once you’ve reached roughly 100 accounts in the window. If the last 7 days is too thin, HIVE suggests trying the last 30 days; 30 days is the widest window Instagram offers.
• Percentages are of the reached accounts Instagram has data for, not of everyone you reached.
• Not in the export. Like the follower demographics, it stays on screen - it isn’t in the Social tab’s CSV or PDF.

Web

The Web tab shows your website stats from Google Analytics. Pick which property to view from the Project: selector - HIVE lists the GA4 properties your connected Google account can see, opens on the one you last viewed (or the first in the list), and remembers your choice.

It’s a full GA4 report for your selected date range, in these parts:

• Headline figures - ten tiles: Active users, New users, Sessions, Engaged sessions, Engagement rate, Avg engagement time, Bounce rate, Views, Views / user, and Key events.
• Trends - a Page Views & Users chart and a Sessions Over Time chart across your window.
• Geography - Top countries and Top cities by users. (Cities cover known locations only - visitors with no detected city are left out.)
• Audience demographics - Age and Gender by users. These need Google Signals switched on for the property; without it - or where Google withholds small numbers to protect privacy - HIVE shows a short note in place of the bars.
• Technology - Device category, Operating system, and Browser by users.
• Acquisition - Channels and Top sources by sessions.
• Top pages - your most-viewed pages, with views and average engagement time.
• Landing pages - where sessions started, with sessions and engagement rate.
• New vs returning - your split of new and returning users, plus an Unknown share where Google couldn’t tell which a visitor was.

Connect it from the Google Analytics guide.

Email

The Email tab shows how the email HIVE sends on your behalf is performing - your newsletters, surveys, Document Hub shares, press releases, and crisis-response messages. This is HIVE’s own sending, and it’s separate from the Other tab, which reports your own Mailchimp and HubSpot accounts.

HIVE Email - Communications

The headline card, HIVE Email - Communications, covers your communications email (“newsletters, surveys, Document Hub, press releases, crisis response”). Six tiles summarise the selected period:

• Sent - how many were sent.
• Delivered - how many arrived, with the delivery rate underneath.
• Open rate - how many were opened. An info tooltip spells out the caveat: opens are counted with an invisible tracking pixel, and Apple Mail Privacy Protection and image-blocking can inflate or suppress them, so treat open rate as directional, not exact.
• Click rate - how many recipients clicked a link.
• Bounce rate - how many couldn’t be delivered.
• Spam complaints - how many were marked as spam.

Below the tiles, a Communications Over Time chart tracks Delivered against Opened across your date range, and a By category table breaks the same figures down per type - Newsletters, Surveys, Document Hub, Press releases, and Crisis Response.

Notifications, Transactional & Security, and Other

Beneath the headline, up to three smaller summaries appear - Notifications (task and card assignments), Transactional & Security (login and password or device codes), and Other. These show Sent, Delivered, and Bounce only: open and click rates aren’t meaningful for a one-time login code, so they’re left off. Any group with nothing in the period is hidden.

Open and click rates reading zero?

Open and click tracking is set per sending domain. When HIVE sends from your own custom domain, tracking has to be switched on for that domain - HIVE sets this up when you verify the domain, via a small tracking DNS record. Until that record is in place, delivery still works but opens and clicks show as zero. If the rates look empty, make sure your sending domain is fully verified, including its tracking record.

Other

The Other tab gathers the email marketing from your own Mailchimp and HubSpot accounts - separate from the email HIVE sends for you on the Email tab.

Mailchimp Analytics

Mailchimp Analytics shows your email marketing stats - account, subscribers, and campaign opens and clicks. Mailchimp activity covers roughly the last 180 days; for a longer date range the card notes “Activity history limited to the past 180 days.”

See the Mailchimp guide.

HubSpot Email Analytics

HubSpot Email Analytics shows your marketing email performance - account details, plus campaign opens, clicks, and more. It needs your HubSpot portal to be on Marketing Hub Professional or Enterprise; on a lower tier the card reads “Email analytics requires HubSpot Marketing Hub Professional or Enterprise. Your connected portal is on a lower tier.”

The tier requirement and full detail are on the HubSpot guide.

Measures

The Measures tab gathers every Success Measure your company has in one place, grouped by the objective its brief sits under. Briefs that aren’t filed under an objective appear on their own at the bottom.

It’s a read-only view: measures are created and edited on the brief or objective they belong to, and this tab is for reading across all of them at once. Every card carries an Open brief or Open objective link that takes you to where it can be changed.

Measures are ordered so the period you’re in comes first, then the rest newest-first - so the quarter you’re working on is at the top rather than buried under future ones.

The date-range control doesn’t apply here. Each measure carries its own period from the brief or objective it belongs to, so the picker is hidden on this tab.

Both formats export, the same as every other tab: a CSV per brief or objective inside a ZIP, or a single PDF.

Full detail, including what each measure counts and what to do when one can’t give a number, is on the Success Measures guide.

Choosing a date range

The date-range control in the page header sets the period for the Social, Web, Email, and Other tabs - set it once and it applies across all four, and it stays put as you switch between them. It doesn’t appear on Measures, where each measure carries its own period. Presets are Last 7 days, Last 30 days, Last 90 days, and Last year - the default is Last 7 days. You can also pick a custom range of up to 730 days. Figures are shown in daily steps.

Some sources cover a shorter span than others, so a long range is clamped where needed:

• YouTube - the last 30 days only.
• Mailchimp - roughly the last 180 days.
• If a source can only partly cover the range you picked, HIVE notes “Some activity may not be shown - try a shorter window.”

Instagram demographics are the exception. The follower breakdown is a lifetime figure and ignores the date range entirely; the reached breakdown has its own Last 7 / Last 30 days window, also independent of the date range at the top.

Exporting

Each tab has its own export control at its top-right, and it downloads that tab’s sections - using the shared date range - in either format:

• Download CSV (.zip) - a ZIP file with a separate CSV per source on that tab. The Social tab covers your social platforms and YouTube; Web covers Google Analytics; Email covers the email HIVE sends for you; Other covers Mailchimp and HubSpot; Measures gives one CSV per brief or objective.
• Download PDF - a report of that tab’s sections.

The caveats you see on screen travel with the export - the notes explaining what each channel counts, along with the HubSpot tier note and the Mailchimp 180-day note.

Note

To capture every source, export each tab in turn - there’s no longer a single button that downloads all of them at once.

Who can use it

Any team member can view and export analytics - no admin role is needed. Connecting the underlying sources is admin-only, and is done on each source’s Connect Platforms card (linked throughout this page).