Start from the question, not the sheet

Do you want to understand if articles receive visits, if a column fosters conversations or if followers grow? Choose consistent metrics and describe how they are defined by the platform. Impressions and people reached do not measure the same thing. An indicator must be read with its denominator and period.

Prepare comparable data

Export authorised aggregated data, without user names or private details. Specify period, channel, format and presence of advertising spend. Separate organic and sponsored and report missing data. Do not compare two percentages called engagement if platforms calculate them differently.

Ask hypotheses and verify calculations

AI can group content and suggest readings, but check formulas, totals and excluded rows. Ask to show the calculation. If a post performs better, possible explanations include topic, timing, distribution and promotion: an observational table alone does not prove the cause.

Design a small test

Choose a variation and an evaluation criterion before release. Compare several relevant contents, keeping context differences. Avoid conclusions from very small numbers. LinkedIn's official definitions, for example, distinguish impressions, members reached and interactions: always consult the documentation of the analysed channel.

Sources and documents

Document date or reference period: Documentation consulted on 25 October 2026.

IAnews24 desk guide prepared with AI assistance. Methods, prompts and examples are editorial team’s operational proposals, to be adapted to the brand and verified before use. They do not guarantee growth, coverage or commercial results.

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