Social Insights Data Model Structure

Since Social Insights is delivered through Piano Analytics, it’s important to understand the structure of the data made available to you. The product relies on Measurements, a Piano-specific data model that does not use event-based tracking. Instead, it works by passing structured data composed of Properties and Metrics.

Properties
Properties are descriptive attributes that contextualize the data. For example, they can include the post ID, post name, author, social network, publishing method, content type. These properties act as dimensions and can be used to filter, group, or segment your analysis.

Metrics
Metrics are the quantitative values associated with each property set. They include measures such as the number of posts, views, clicks, likes, shares, and engagement rate. You can use these to assess performance across different breakdowns (e.g., views by network, likes per author).

By default in the boards only a set of properties and metrics are visible. However, as you get more familiar with the tool, you have the option to leverage the data model underlying this reporting. You will find below the complete list of properties and metrics

Properties

The following properties are implemented as part of the Ad Revenue Insights dataset. Properties should be seen as metadata that provide contextual information on your events.

Property Name	Property Key	Format	Description
Socialflow authorization state :ghost:	social_authorization_state	Boolean	Handle is authorized for publishing via Socialflow.
Company	social_client_id	String	Subcategory within a Client Organization, used by some clients to organize groups of handles by brand or internal team.
Handle ID	social_handle_id	String	Internal Socialflow ID of the handle.
Handle URL	social_handle_url	String	URL of the handle’s page on the social network. E.g. https://www.facebook.com/piano.io/
Handle name	social_handle_name	String	Public username on the social network.
Post creation date	social_post_creation_date	Date	Creation date of the post.
Creator email	social_post_creator_email	String	Creator's email of the post.
Post description	social_post_description	String	Description of the post. Only present for Facebook posts.
Post destination URL	social_post_destination_url	String	Destination URL of the post. Can be empty.
Post ID	social_post_id	String	Piano unique identifier of the post.
Media type	social_post_media_type	String	Media type of the post (Text, video etc.).
Media URL	social_post_media_url	String	URL to the thumbnail image shared in the post
Post message	social_post_message	String	Full message of the post. Can be empty.
Post name	social_post_name	String	Headline of the post. Only present for Facebook posts.
Post social network	social_post_network	String	Social network where the post has been published. E.g., "Threads", "Bluesky", etc.
Publication date	social_post_publication_date	Date	Date of the publication of the post.
Published service id	social_post_published_service_id	String	Identifier of the service used to publish the post.
Publisher email	social_post_publisher_email	String	Email of the publisher of the post.
Source of the post	social_post_source	String	Platform from where the post has been created (site, app etc.)
Post status	social_post_status	String	Status of the post, Optimized, Schedule, Publish now
Post URL	social_post_url	String	URL to the published post.

Metrics

Here is a list of metrics included in the current Social Insights analyses.

Name	Metric_key	Display type	Description
Post Views	m_social_post_views	Integer	The number of times a Threads post was played or displayed
Post Likes	m_social_post_likes	Integer	The number of likes on the post
Post Replies	m_social_post_replies	Integer	The number of replies on the post
Post Quotes	m_social_post_quotes	Integer	The number of times the post was quoted
Post Shares	m_social_post_shares	Integer	The number of shares of the Threads posts
Post Reposts	m_social_post_reposts	Integer	The number of times the post was reposted
Followers count	m_social_followers_counts	Integer	The total number of followers on Threads
Post engagement	m_social_post_engagement	Integer	Number of actions on the post that defined it as engaged. These actions are "likes", "replies", "quotes", "reposts", "shares" (Clicks are not yet ready in this version)
Post engagement rate	m_social_post_engagement_rate	Decimal (percent)	Ratio between the post engagement (addition of multiple interactions with the event) and the number of views.
Social posts	m_social_posts	Integer	Number of posts published in the period.