Stats Coverage by Platform

The PostStats and AccountStats schemas are normalized across every platform Marky supports — but each platform exposes a different subset of metrics. Fields that a platform doesn’t support are returned as null so your code can parse one shape everywhere. This page documents which fields actually contain data per platform, and the platform-specific caveats you need to know.

Post stats — watch metrics

avg_watch_time_ms, total_watch_time_ms, and completion_rate are populated on video posts where the platform exposes the data. video_duration_ms is the total length of the video — populated where available so customers can compute their own watch ratios (avg_watch_time_ms / video_duration_ms).

Platform	`views`	`video_duration_ms`	`avg_watch_time_ms`	`total_watch_time_ms`	`completion_rate`
Facebook	✅	❌	✅	✅	✅
Instagram	✅	❌	✅	✅	❌
YouTube	✅	✅	✅	✅	✅
X (Twitter)	✅	✅	❌	❌	✅
LinkedIn	✅	❌	✅	✅	❌
Pinterest	✅	❌	✅	❌	✅
TikTok	✅	✅	❌	❌	❌

Watch data is only available for recent posts: 30 days back on X, 6 months back on LinkedIn. Older posts return null for watch fields.

Account stats — audience demographics

Demographics on AccountStats are returned as dictionaries mapping a bucket label to a fraction (0.0–1.0) summing to ~1.0. Fields are null for platforms that don’t expose them. Every platform that does expose demographics requires a minimum audience size before any breakdown is returned — Instagram is the strictest at 100 followers, others require fewer but won’t return breakdowns for very small accounts. Below the threshold, all demographic fields return null even on supported platforms.

Platform	`audience_age_pct`	`audience_gender_pct`	`audience_country_pct`	`audience_city_pct`	`audience_industry_pct`	`audience_seniority_pct`	`audience_function_pct`
Instagram	✅	✅	✅	✅	❌	❌	❌
YouTube	✅	✅	✅	❌	❌	❌	❌
LinkedIn	❌	❌	✅	❌	✅	✅	✅
Pinterest	soon	soon	soon	❌	❌	❌	❌
Facebook	❌	❌	❌	❌	❌	❌	❌
X (Twitter)	❌	❌	❌	❌	❌	❌	❌
TikTok	❌	❌	❌	❌	❌	❌	❌

Platform-specific caveats

Instagram — Top 45 buckets per dimension. Bucket labels:

Age: "13-17", "18-24", "25-34", "35-44", "45-54", "55-64", "65+"
Gender: "F", "M", "U" (unknown)
Country: ISO 3166-1 alpha-2 codes (e.g. "US", "GB")
City: City name strings

LinkedIn — Bucket keys are LinkedIn URNs:

Country: "urn:li:geo:103644278" (numeric geo IDs — 103644278 is the US). Not ISO codes.
Industry: "urn:li:industry:4" (Computer Software, etc.)
Seniority: "urn:li:seniority:3" (Senior, etc.)
Function: "urn:li:function:4" (Engineering, etc.)

To resolve URNs to human-readable labels, use the LinkedIn URN taxonomy lookup API. YouTube — Bucket keys use YouTube’s native format:

Age: "age13-17", "age18-24", "age25-34", etc.
Gender: "male", "female", "user_specified", "gender_other"
Country: ISO 3166-1 alpha-2 codes (e.g. "US", "GB")

Pinterest — Demographic fields are defined on the response schema but not yet populated. Coming in a future release. Facebook, X, TikTok — These platforms don’t expose audience demographics through their APIs. Fields will always be null.

Example post-stat responses

Instagram Reel

Watch fields only populate for REELS and VIDEO media types. Carousels and feed photos return null for all watch fields. Instagram does not surface a completion_rate or video_duration_ms.

{
  "publish_id": "17882999205416177",
  "platform": "instagram",
  "type": "Reel",
  "stats": {
    "likes": 84,
    "comment_count": 7,
    "shares": 12,
    "saves": 23,
    "reach": 1421,
    "impressions": 1873,
    "views": 1421,
    "video_duration_ms": null,
    "avg_watch_time_ms": 6230,
    "total_watch_time_ms": 1245000,
    "completion_rate": null
  }
}

Facebook video (full watch coverage)

Facebook does not expose video_duration_ms in the response we use for stats. The other watch fields are populated.

{
  "publish_id": "1234567890",
  "platform": "facebook",
  "type": "Video",
  "stats": {
    "likes": 142,
    "comment_count": 8,
    "shares": 23,
    "views": 1000,
    "impressions": 1834,
    "video_duration_ms": null,
    "avg_watch_time_ms": 8421,
    "total_watch_time_ms": 1934000,
    "completion_rate": 0.29
  }
}

YouTube video

YouTube populates all five watch fields via the Analytics API + Data API. avg_watch_time_ms is derived from averageViewDuration (seconds), total_watch_time_ms from estimatedMinutesWatched, completion_rate from averageViewPercentage, and video_duration_ms parsed from the video’s ISO 8601 contentDetails.duration.

{
  "publish_id": "dQw4w9WgXcQ",
  "platform": "youtube",
  "type": "Video",
  "stats": {
    "likes": 318,
    "comment_count": 42,
    "views": 4271,
    "impressions": 4271,
    "video_duration_ms": 26500,
    "avg_watch_time_ms": 9100,
    "total_watch_time_ms": 2280000,
    "completion_rate": 0.342
  }
}

LinkedIn video (ugcPost)

LinkedIn exposes avg_watch_time_ms, total_watch_time_ms, and views from the /rest/videoAnalytics endpoint. completion_rate and video_duration_ms are always null — LinkedIn doesn’t surface them on this endpoint. Shape below reflects real data from a Marky LinkedIn post.

{
  "publish_id": "urn:li:ugcPost:7461905761766395905",
  "platform": "linkedin",
  "type": "Video",
  "stats": {
    "likes": 6,
    "comment_count": 0,
    "shares": 1,
    "impressions": 412,
    "views": 34,
    "video_duration_ms": null,
    "avg_watch_time_ms": 11519,
    "total_watch_time_ms": 391677,
    "completion_rate": null
  }
}

X (Twitter) video

X exposes completion_rate derived from non_public_metrics.playback_100_count / video_views and video_duration_ms from the media object’s duration_ms. avg_watch_time_ms and total_watch_time_ms are always null (X doesn’t expose them directly).

{
  "publish_id": "1799123456789012345",
  "platform": "twitter",
  "type": "Video",
  "stats": {
    "likes": 14,
    "comment_count": 2,
    "shares": 3,
    "impressions": 5000,
    "views": 1000,
    "video_duration_ms": 32000,
    "avg_watch_time_ms": null,
    "total_watch_time_ms": null,
    "completion_rate": 0.31
  }
}

Pinterest video Pin

Pinterest populates avg_watch_time_ms (from VIDEO_AVG_WATCH_TIME), views (from VIDEO_MRC_VIEW), and completion_rate (from QUARTILE_95_PERCENT_VIEW / VIDEO_MRC_VIEW). total_watch_time_ms and video_duration_ms are always null — not derivable from Pinterest’s standard Pin endpoint. For image Pins, all watch fields are null.

{
  "publish_id": "670473463322902306",
  "platform": "pinterest",
  "type": "Video",
  "stats": {
    "impressions": 2840,
    "saves": 18,
    "clicks": 47,
    "views": 612,
    "video_duration_ms": null,
    "avg_watch_time_ms": 4180,
    "total_watch_time_ms": null,
    "completion_rate": 0.114
  }
}

TikTok video

TikTok exposes video_duration_ms from the video’s duration field. All other watch fields are always null (TikTok doesn’t expose them).

{
  "publish_id": "7298765432109876543",
  "platform": "tiktok",
  "type": "Video",
  "stats": {
    "likes": 412,
    "comment_count": 23,
    "shares": 89,
    "views": 12450,
    "video_duration_ms": 28000,
    "avg_watch_time_ms": null,
    "total_watch_time_ms": null,
    "completion_rate": null
  }
}

Example account-stat responses (demographics)

Instagram

Real shape from a Marky-connected account. Age uses IG’s native buckets, gender uses F / M / U, country uses ISO 3166-1 alpha-2 codes, city uses display strings.

{
  "platform": "instagram",
  "account_id": "17841405822304914",
  "followers": 1842,
  "audience_age_pct": {
    "13-17": 0.0036,
    "18-24": 0.1035,
    "25-34": 0.369,
    "35-44": 0.286,
    "45-54": 0.142,
    "55-64": 0.068,
    "65+": 0.028
  },
  "audience_gender_pct": {
    "F": 0.1884,
    "M": 0.6581,
    "U": 0.1535
  },
  "audience_country_pct": {
    "US": 0.412,
    "GB": 0.087,
    "BD": 0.0299,
    "DE": 0.0087,
    "RS": 0.0048
  },
  "audience_city_pct": {
    "London, England": 0.0336,
    "Sydney, New South Wales": 0.019,
    "Casablanca, Grand Casablanca": 0.0147
  }
}

LinkedIn (organization page)

LinkedIn returns four demographic dimensions, all keyed by LinkedIn URNs. See “Platform-specific caveats” above for how to resolve URN keys to human-readable labels. Real shape from a Marky LinkedIn page.

{
  "platform": "linkedin",
  "account_id": "90535742",
  "page_id": "urn:li:organization:90535742",
  "followers": 412,
  "audience_country_pct": {
    "urn:li:geo:103644278": 0.5268,
    "urn:li:geo:102713980": 0.1111,
    "urn:li:geo:101165590": 0.0326
  },
  "audience_industry_pct": {
    "urn:li:industry:4": 0.1365,
    "urn:li:industry:1862": 0.0794,
    "urn:li:industry:96": 0.0672
  },
  "audience_seniority_pct": {
    "urn:li:seniority:3": 0.304,
    "urn:li:seniority:4": 0.2907,
    "urn:li:seniority:10": 0.1322
  },
  "audience_function_pct": {
    "urn:li:function:4": 0.2632,
    "urn:li:function:8": 0.1693,
    "urn:li:function:15": 0.1144
  }
}

YouTube

YouTube uses its native bucket strings for age (age13-17, age18-24, etc.) and gender (male, female, user_specified, gender_other), and ISO codes for country.

{
  "platform": "youtube",
  "account_id": "UCabcdefghij",
  "followers": 5240,
  "audience_age_pct": {
    "age18-24": 0.181,
    "age25-34": 0.342,
    "age35-44": 0.244,
    "age45-54": 0.137,
    "age55-64": 0.062,
    "age65-": 0.034
  },
  "audience_gender_pct": {
    "male": 0.612,
    "female": 0.331,
    "user_specified": 0.057
  },
  "audience_country_pct": {
    "US": 0.487,
    "GB": 0.094,
    "CA": 0.061,
    "AU": 0.038
  }
}

Demographic fields are defined on the schema but not yet populated by Marky’s Pinterest integration — coming in a future release. Account-level engagement metrics (followers, posts_count) still populate.

{
  "platform": "pinterest",
  "account_id": "857294031829374821",
  "followers": 1247,
  "audience_age_pct": null,
  "audience_gender_pct": null,
  "audience_country_pct": null,
  "audience_city_pct": null,
  "audience_industry_pct": null,
  "audience_seniority_pct": null,
  "audience_function_pct": null
}

X (Twitter)

X does not expose audience demographics for organic accounts. All seven demographic fields are always null.

{
  "platform": "twitter",
  "account_id": "1234567890",
  "followers": 384,
  "following": 412,
  "audience_age_pct": null,
  "audience_gender_pct": null,
  "audience_country_pct": null,
  "audience_city_pct": null,
  "audience_industry_pct": null,
  "audience_seniority_pct": null,
  "audience_function_pct": null
}

TikTok

TikTok does not expose audience demographics through the Display API. All seven demographic fields are always null.

{
  "platform": "tiktok",
  "account_id": "7298765432109876543",
  "followers": 8421,
  "audience_age_pct": null,
  "audience_gender_pct": null,
  "audience_country_pct": null,
  "audience_city_pct": null,
  "audience_industry_pct": null,
  "audience_seniority_pct": null,
  "audience_function_pct": null
}

Documentation Index

​Post stats — watch metrics

​Account stats — audience demographics

​Platform-specific caveats

​Example post-stat responses

​Instagram Reel

​Facebook video (full watch coverage)

​YouTube video

​LinkedIn video (ugcPost)

​X (Twitter) video

​Pinterest video Pin

​TikTok video

​Example account-stat responses (demographics)

​Instagram

​LinkedIn (organization page)

​YouTube

​Pinterest

​X (Twitter)

​TikTok