OmniFire 2.0 Feature Guide: Engagement, Analytics and Brand Management

OmniFire 2.0 builds on multi-platform publishing by covering what happens after a post goes live. This guide walks through six modules: what each one does, where to find it and how platforms differ, so you can look things up and hand work to your team with confidence.

1. Engagement: every channel's feedback in one inbox

Open Engagement in the sidebar. It gathers the comments, mentions, direct messages, reviews and reactions your connected channels support, organised by conversation, with unread items front and centre.

What each channel supports

One hard rule: if a platform does not support an action, the button is not there. We would rather show one option fewer than offer a button that is guaranteed to fail.

Tools for working through the queue

• Reply windows built in: Facebook DMs 168 hours, Instagram and WhatsApp 24 hours, WeChat 48 hours, with the remaining window shown inline. X DMs carry no such limit.
• Character limits built in: YouTube 10,000, App Store 5,970, Google Business Profile 4,096, Instagram 2,200, Threads 500, Google Play 350. You are warned as you write; nothing is silently truncated.
• Private replies: turn a public Instagram comment into a direct message, once per comment, subject to the platform's time window.
• Bulk actions: mark read, archive, restore, hide / unhide and delete in bulk, with a preview of what will run, what will be skipped, and why.
• Participant notes: add notes visible only to your team; they never touch the person's name on the platform.
• Original-post preview: see the source post's first image or video plus its text in the conversation, and jump to the live post.
• Blocking: block a harassing user on a Facebook Page straight from the inbox.

Starting conversations yourself

Engagement is not only about replying to what arrives.

On your own published posts (from Publishing History):

On other people's posts: in the composer, paste an X, Bluesky or Mastodon post link, pick an account, then reply or reshare. X and Bluesky also support quoting. Send immediately or schedule it.

2. Analytics: one place to read every platform

Open Analytics, set the page scope with the Client & Brand selector, then move between the Overview, Posts, Operations, App Stores and Business views. Agencies use the scope to keep clients separate rather than averaging every brand together.

Overview

• Headline metrics: total followers, reach, engagement and publishing success rate, with period-over-period comparison.
• Trends and net growth: reach and engagement trends can be split by platform, with follower net growth shown separately.
• Audience geography: by country or city, as a list or on a map.
• Posting-time heatmap: engagement distribution by weekday and hour, as scheduling input.
• Cadence versus engagement: weekly volume against average engagement, so you can see whether posting more actually helped.

Posts

• Table and card views, each showing the last seven days of engagement.
• Side-by-side comparison of likes, comments, shares, reach, impressions, saves and clicks for the same content across platforms.
• Grouping by product/service, content type, tag, campaign, format, media and account, plus CSV export.

Operations and Business

• Operations: content output broken down by platform, client and brand.
• Business: search and map impressions, website clicks, phone clicks and direction requests from your Google Business Profile, with drill-down to individual locations.

You can also sync on demand and receive a weekly report email covering the week's top performers, brands and app-store figures. Each chart carries its own date range, so adjusting one does not disturb the others.

We keep one rule about data: only show numbers the platform actually provides, with no estimates and no filled gaps. If a platform does not offer a metric, we do not show the column; reporting lag is labelled on the page. Always check a card's window first: "this month", "last 30 days", "latest" and a chart's custom range are not the same thing.

3. Brands and Profiles: maintain once, publish per channel

Open Brands & Profiles, create a profile or import one from a connected account, link it to a client and brand, then bind the channels you want to maintain.

Currently supported destinations: Google Business Profile, Facebook, Mastodon, Bluesky, YouTube, Telegram and Discord.

The information you can maintain includes:

• Basics: legal name, short description, full description, logo, cover image, photos, opening date
• Categories: primary and additional categories
• Contact: phone, website, email, booking link, custom profile links
• Location: street address, city, state or province, postal code, country; drop a pin on Google Maps for coordinates, or define a service area instead
• Hours: regular hours, open 24 hours, special hours, and additional hour types such as delivery
• Services and attributes: a customer-facing service list plus each platform's own attributes

The system also:

• sends only the fields that changed, so it never overwrites other information on the platform;
• shows clearly which fields each platform does and does not accept;
• organises profiles by client and brand, with bulk reassignment and bulk delete;
• lets you choose, when deleting, whether to remove the remote listing too. By default only the local profile is deleted.

Saving a profile and successfully updating a remote platform are two different things. After publishing, check the per-platform, per-field results; if some fields fail, complete the missing data or fix permissions and retry.

4. App operations: App Store and Google Play

Connect App Store Connect and Google Play developer accounts under Platform Accounts, import your apps, and you can then handle:

• Reviews: app reviews arrive in the Engagement inbox with their star rating and can be answered directly.
• Ratings: global rating, current-version rating and total review count, expandable by country or region.
• Store data: downloads and installs, updates, uninstalls, store impressions, product page views, conversion rate, active devices and install base.
• Conversion funnel: impressions → product page views → installs → conversion rate, presented per store.
• Revenue: trends by app, country or region, and day or month, with month-to-date and custom-range views plus a detail drawer.
• Product grouping: link a product's iOS and Android apps to a product from Classification to see combined ratings and revenue, or keep them separate.
• App upkeep: app names and details refresh daily; delisted App Store apps are detected and reported.

Measurement boundaries (important): Apple and Google define downloads, uninstalls, active devices and page views differently. Google's "active devices", for example, means devices switched on at least once in the past 30 days, while Apple's is session-based and only counts users who opted into sharing analytics. OmniFire combines only metrics that are genuinely comparable (revenue, first-time downloads, updates and rating averages weighted by review count) and shows everything else split by store, with the difference explained. A missing metric means unavailable, not zero. Revenue converted to USD is an estimate, not a settlement figure.

5. Classification: so your data can answer "what works?"

Publishing more is not the same as publishing well. 2.0 offers four dimensions:

Apply classifications directly in the composer, or manage them centrally under Classification where you can add, edit, archive and delete them. Create the entries you need first: when every dimension is empty, the composer does not show these selectors at all.

Once content is tagged, Analytics → Posts can group by any dimension, showing which type of content, which product or which campaign earned the most engagement. Combined with client and brand ownership, agencies and MCNs can keep clean, separate reporting for every client.

Note that "campaign" here is a content-organising dimension. It does not connect automatically to ad spend, orders or return on investment.

6. Publishing and experience improvements

• Stories: publish Facebook Page Stories and Instagram Stories. Each Story carries one piece of media, and multiple images automatically fan out into multiple Stories with a single combined result notification.
• Editing published posts: supported for X, Facebook, LinkedIn, Mastodon, Telegram, Discord, YouTube videos, and Bilibili videos and columns. The current state is read from the platform and merged before writing back, reducing the risk of overwriting changes made elsewhere. Editable fields differ per platform (YouTube and Bilibili, for instance, expose title and description), and X enforces its own edit time limit.
• New ways to connect: WhatsApp Business via embedded signup, and Instagram professional accounts via direct Instagram login.
• Steadier publishing: unified platform traffic control reduces the risk of hitting platform limits, and large videos are now read directly from object storage.
• More reliable scheduling: an in-progress button state prevents double submission, and schedule writes are atomic, so nothing is created twice.
• Clearer notification emails: review and publish emails include a content preview card.
• Smoother collaboration: invitation emails and the accept flow were reworked, with clearer role descriptions.
• More durable connections: platform token refresh is more fault-tolerant, so a temporary platform error no longer forces a pointless reauthorisation.
• 20 interface languages: every new feature ships with complete localisation.

Start small: one client, one set of accounts, and a simple classification scheme. Fold answering feedback, maintaining profiles and reviewing performance into how you already work. There is no need to switch on every module at once.

OmniFire, the all-in-one social media operations platform.