perPost

Perpost is a term used in digital analytics to describe metrics evaluated on a per-post basis, i.e., for individual content items rather than aggregated across a profile, campaign, or channel. It is not a formal standard but a descriptive notion common in dashboards and reporting tools.

Typical per-post metrics include reach, impressions, engagements (likes, comments, shares), clicks, video views, and conversions. A per-post value is generally computed by summing the metric across all posts in a set and dividing by the number of posts, yielding an average per post. Per-post engagement rate can be defined either as total engagements divided by total reach per post set, or as the average of each post's engagement rate, depending on the analytics platform.

Uses: organizations use per-post metrics to compare individual posts, identify high- and low-performing content, and guide editorial decisions, creative direction, and posting schedules. They are often included in social media dashboards and content performance reports.

Limitations: posts differ in reach and context, so per-post averages can be skewed by a few outliers. Normalization by reach or impressions, time-window alignment, and consideration of platform-specific metrics are important. Per-post analysis is most effective when combined with cohort or campaign-level metrics to provide context.

See also: social media analytics, engagement rate, per-post analytics.