Once you've mastered your Dashboard, you'll want to drill down on an individual content item. From the Dashboard, click on the content title to access its Content Details page for a deep dive into all the traffic and sharing activity around this particular piece of content.
The Predictive Score for your chosen content item — the same one that you saw on the Dashboard — appears in the upper left hand side of the screen, along with its velocity indicator.
NETWORK ICONS & PAID INDICATOR
Just beneath the title at the top of the page, you'll see icons for networks like Twitter, Facebook, and LinkedIn. If the piece has been posted to one of these, the icon will light up. And to the left of the icons, a dollar sign will light up if you've spent on promoting the piece, so you can know at a glance whether you’ve put money behind this content item.
The donuts of totals on the content details page are similar to those on the trending Dashboard and reports, but you'll notice detailed breakdowns of social actions and social referrals located further down the page. Depending on your level of access, you can see uniques, average engaged time (which we calculate by dividing total engaged time by page views), total engaged time, page views, social referrals, and social actions for that content item.
You can parse out data by the devices that your audience is using to read your content. Just above the totals numbers, choose 'All Devices,' 'Mobile,' 'Tablet,' or 'Desktop' to see how much of each metric, including scroll depth and referral breakdowns, came from each device type. Any metrics that appear grayed-out are not available for the selected device.
TWEETS & POTENTIAL TWEET REACH
To the right of your totals you'll see two tweets from the top influencers (ranked by Klout score) to tweet out a link to the content item. Above those you'll also see your potential tweet reach, which is the combined reach of everyone tweeting and retweeting your content. Click the 'Tweets' tab just above to view all linking tweets, sorted by the Twitter user's Klout score.
TIME SERIES CHART
The content details page also provides in-depth time series charts so you can really dig in and understand what happened with a content item. Compare any two metrics, understand predictive traffic, or take a look at paid vs. organic traffic breakdowns.
The overview is a dual-axis time series chart that allows you to compare any two metrics—like social actions on LinkedIn to social referrals from LinkedIn, or overall page views to Facebook social referrals—cumulatively or non-cumulatively.
If the content item is trending, take a look at the predictive chart to get a better idea of how many social referrals will be coming your way in the next couple of hours. Is it plateauing? Taking off? The dotted line will tell you what's next for your content.
ORGANIC / PAID:
If you are running paid campaigns with us, this chart will show you how much of your traffic came from paid efforts and how much came in organically. If you're not running paid, but think it's a good idea, you can click the link to reach out to our team and learn how you can get started. Just like the overview, you can toggle between cumulative and non-cumulative metrics.
So, you successfully got people to your page—but how much of this content item did they actually get to? To the right of the time series chart are measures of average scroll depth that your viewers are reaching. We display the data by quartiles (25%, 50%, 75%, 100%). Each subsequent quartile is a subset of the previous one, meaning, if someone hits 50%, they will be counted in both the 25% and 50% quartiles. Mouse over each bar on the chart for exact percentage of page views that hit each quartile.
DETAILED REFERRAL BREAKDOWNS
Below the time series chart, get a detailed breakdowns of page views, social referrals, paid referrals (if applicable), and social actions.