Column publication

publication_id: The unique identifier for the publication. Format varies by platform: numeric ID for Instagram, alphanumeric for TikTok.

publication_creation_date: The date when the content was originally posted on the social media platform.

publication_caption: The text content accompanying the publication, including hashtags, mentions, and emojis.

publication_link: The permanent URL to access the publication directly on the social media platform.

publication_export_date: The date when the publication's metrics were extracted from the platform.

publication_account_name: The identifier of the account that posted the content, prefixed with the platform name (e.g., instagram_, tiktok_).

publication_reach: The number of unique accounts that saw the publication at least once.

publication_video_views: The total number of times the video content was played. Only applicable for video content.

publication_likes: The number of unique accounts that liked the publication.

publication_shares: The number of times the publication was shared by users to their stories or with other users.

publication_comments: The total number of comments received on the publication.

publication_engagement_rate: The ratio of total interactions (likes + comments + shares) to reach.

publication_tag_post_name: The unique identifier assigned to the publication for campaign tracking purposes.

publication_tag_macro_objective: The high-level marketing goal of the publication.

publication_tag_micro_objective: The specific marketing objective of the publication.

publication_tag_offer_category: The category of the offer associated with the publication.

publication_tag_region_name: The region name associated with the publication.

is_publication_tagged: Boolean indicator (TRUE/FALSE) showing whether the publication is part of a tracked campaign.