Key Concepts

Momently is organized around a few core concepts. Understanding how they fit together will help you get the most out of the platform.

Workspaces

A workspace is your top-level container — think of it as your organization’s account. Everything in Momently lives inside a workspace: sources, campaigns, dashboards, reports, and team members.

Each workspace has its own:

• Connected data sources
• Team members with role-based access (owner, admin, editor, viewer)
• Campaigns, dashboards, and reports
• Settings, branding, and tracking scripts

You can belong to multiple workspaces and switch between them from the navigation menu. This is useful if you manage analytics for several brands or clients.

Sources

Sources are the data platforms you connect to Momently. They feed data into your dashboards and campaign reports.

Momently supports five categories of sources:

Category	Examples
Analytics	Google Analytics 4, Momently Analytics, Smartocto, Google Search Console
Social	Facebook, Instagram, Twitter/X, LinkedIn, TikTok, YouTube, Pinterest
Advertising	Google Ads, Facebook Ads
Email & Marketing	Campaign Monitor, Klaviyo, TouchBase Pro
Content	Native Content Crawler, Google Ad Manager

Each source has its own configuration options. For example, GA4 sources support hostname filtering, event mapping, and content grouping.

Tip

Connect multiple sources to get a unified view across platforms. Dashboards and campaigns can pull metrics from any connected source.

Campaigns

Campaigns are how you organize media items across platforms around a single initiative. A campaign groups together social posts, ads, articles, and other content that belong to the same effort.

Each campaign can include:

• A client (the brand or advertiser)
• Media items from any connected source — Instagram posts, Facebook ads, articles, etc.
• Goals with target metrics and quantities
• Creators assigned to the campaign
• Labels for organization

Campaigns are the foundation for generating reports.

Dashboards

Dashboards are custom analytics views that you build from cards, text blocks, and images. They live under Explore in the navigation.

Key features:

• Grid layout with resizable columns and rows
• Auto-save — changes are saved automatically as you edit
• Public sharing via links or scheduled email digests
• Folders to keep dashboards organized
• Per-dashboard settings — timezone, color theme, access controls

Dashboards are the primary way to do day-to-day analytics work in Momently.

Cards

Cards are the individual analytics widgets inside a dashboard. Each card is a self-contained view of your data, configured with three axes:

• Metrics — what you’re measuring
• Dimensions — how you’re breaking it down
• Filters — which subset of data to include

Every card supports up to four display modes that you can toggle independently:

Mode	Description
Scoreboard	Prominent headline KPI values with optional comparison to a previous period
Chart	Line, bar, area, combo, or pie chart visualization
List	Sortable data table showing metrics across dimension values
Creative	Image gallery of content items (when image data is available)

Note

Cards also support a compare-to feature — compare the current period against a previous day, week, month, quarter, or year, or compare across dimension values.

Metrics

Metrics are the quantitative values you measure. They answer the question “how much?” Examples:

• Analytics: Pageviews, Sessions, Users, Bounce Rate, Avg. Session Duration
• Social: Impressions, Reach, Engagements, Followers, Shares, Comments
• Advertising: Impressions, Clicks, CTR, Spend, Conversions, CPC
• Email: Opens, Clicks, Unsubscribes, Bounce Rate, Deliveries

Metrics come from the sources you’ve connected. When you add a card, you choose which metrics to display from the available options for your connected sources.

Dimensions

Dimensions are the qualitative attributes you use to break down your metrics. They answer the question “by what?” Examples:

• Date — break down by day, week, or month (added to cards by default)
• Author — who created the content
• Section — which site section or category
• Country — geographic breakdown
• Page Title / URL — individual content items
• Network — which social platform

AI Dimensions

Momently automatically derives several dimensions from your content using AI. These don’t require any manual tagging:

AI Dimension	Description
Topic	The subject matter of the content
Sentiment	Positive, negative, or neutral tone of the content
Tone	The editorial voice (informative, conversational, persuasive, etc.)
Article Type	Classification like news, opinion, feature, review, etc.

AI dimensions work like any other dimension — use them in cards to filter, group, and break down your metrics.

Tip

AI dimensions are especially powerful for discovering content patterns. For example, break down pageviews by Topic to see which subjects drive the most traffic, or filter by Sentiment to compare how positive vs. negative content performs.

Reports

Reports are multi-section documents built from campaign data. They’re designed to be shared with clients and stakeholders.

A typical report includes:

• Cover page with client logo, heading, and table of contents
• Overview section with aggregated KPIs, goal progress, and daily trends
• Platform sections — one per media type (e.g., Instagram, Facebook, Google Ads) with summary metrics and per-item detail
• Custom sections with text, images, and data cards in grid layouts

Reports support:

• PDF export for polished, branded deliverables
• CSV export with per-platform data files
• Public links for browser-based viewing without login
• Template customization — reorder sections, toggle visibility, choose which metrics to display
• Template variables like {{Client Name}} and {{Campaign Name}} for dynamic text

Note

Group reports aggregate data across all campaigns in a campaign group, giving you a higher-level view of performance across multiple efforts.