When you open up the Info Panel, you'll see the engagement data breakdown. The most important split here is always Web Shares vs On-Post Engagement (Posts). 

On-Post Engagement refers to the likes, comments, reactions and shares generated directly on social media posts on social platforms.

For example, on Facebook posts we include these engagement metrics:

Web Shares refer to the number of times a particular article/URL has been shared across all social platforms. The vast majority of these will originate from people using the social share buttons directly on the publisher's website.

If you would like any further clarification on these or any other terms, please be in contact!

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