Threads overhauls analytics with AI summaries and drops link-click stats

The new insights section, Engadget reports, now uses Meta AI to summarize performance for individual posts and whole accounts. One example given for a recent post said the item received about eight times more views than the author’s recent posts and reached more viewers, though fewer viewers liked it compared with usual results. The panel still shows granular metrics such as views, viewers, likes and reposts, and it now labels each figure as higher, lower, or typical relative to other recent posts.

The analytics also identifies which interest-based communities are driving engagement on a particular post. At the profile level, the redesigned panel provides a broader view of an account’s presence, including quiet months, the days and times that produced the best reach, and audience demographics. For one August account summary, Meta AI said views were down 75% and interactions had fallen; the audience was mostly men aged 35 to 44, with Tech Threads and AI Threads leading the viewer list while the account’s followers leaned more toward Book Threads.

Link-click data is conspicuously absent from the overhauled feature, according to Engadget. Threads added link-performance analytics last year, with Meta saying at the time it wanted to help creators reach audiences outside Threads. Many creators still believed the service downranks posts containing URLs, and data reported by Engadget last year found few Threads users click links. Engadget said link-click statistics disappeared before the latest update, although it is not clear exactly when Meta removed them, and the newly expanded analytics do not bring that data back.

A Meta spokesperson told Engadget the company is exploring the link-click feature but did not explain why it was removed. The absence, Engadget suggests, indicates that as Threads focuses more on its own communities, Meta is again de-emphasizing off-platform content.