Insights & analytics
The Insights dashboard provides analytics across all your mentions. It's organized into four tabs, each focused on a different aspect of your data.
Available on Pro and Ultra plans.
Time ranges
All tabs support time range filtering: Today, Last 7 days, Last 14 days, Last 30 days, or a custom date range. Select the range at the top of the Insights page.
Overview
The Overview tab shows high-level metrics:
- Total mentions — Count and trend vs. previous period
- Overall sentiment — Breakdown of positive, neutral, and negative mentions
- Most negative platform — Which platform has the most negative mentions
- Top platform — Which platform generates the most volume
- Conversation volume chart — Mentions over time
- Sentiment breakdown — Visual breakdown with progress bars
- Top sources — Which communities and publications mention you most
- Emerging topics — Trending keywords across your mentions
Sentiment analysis
The Sentiment tab provides deep emotional analysis using the Plutchik emotion model:
- Sentiment score — Overall sentiment score with change over time
- Dominant emotion — The most common emotion detected (joy, trust, fear, surprise, sadness, anger, anticipation, or disgust)
- Negative post percentage — What portion of mentions are negative
- Emotional intensity — How strong the emotions are on a 1-10 scale
- Sentiment over time — Chart showing how sentiment changes day by day
- Emotion trends — How each of the 8 Plutchik emotions trend over time
- Most negative mentions — Posts with the strongest negative sentiment
- Top mentions by emotion — Posts grouped by their dominant emotion
This goes beyond basic positive/negative classification. It tells you not just that people are unhappy, but whether they're angry, fearful, sad, or disgusted — each of which calls for a different response.
Competitive intelligence
The Competitive tab appears when you have scouts tracking competitors (scouts with the "competitor" type). It provides:
- Share of voice — How your brand's mention volume compares to competitors
- Total market volume — Combined mentions across all tracked brands
- Sentiment advantage — How your sentiment compares to competitors
- Opportunities found — Posts where competitors are mentioned negatively (potential opportunities for you)
- Share of voice over time — Chart showing how relative volume changes
- Share of voice distribution — Pie chart of mention share
- Competitor weakness finder — AI-identified weaknesses and complaints about each competitor
- Sentiment comparison — Side-by-side sentiment analysis across brands
To use this tab, you need at least one scout with the "competitor" type. Set this when creating or editing a scout.
Audience & community
The Audience tab helps you understand who is talking about you and where:
- Active communities — How many distinct communities mention you
- Loudest voice — The most active individual poster
- Unique authors — How many distinct people are posting about you
- Most negative voice — The individual posting the most negative content
- Top communities & sources — Ranked list of where mentions come from
- Key influencers & top posters — Who talks about you most
- Audience interests — What other topics your audience discusses
Tips
- Check competitive intelligence weekly — Competitor weaknesses change as they ship updates and customers react.
- Watch emotion trends, not just sentiment — A spike in "anger" is very different from a spike in "sadness" even though both are negative. Anger often signals a specific incident; sadness may signal churn risk.
- Use audience insights for content strategy — If you know which communities discuss your product, you know where to focus outreach.
- Compare time ranges — Look at 7-day vs. 30-day sentiment to distinguish one-off incidents from sustained trends.