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Paid Data in Facebook & Instagram Reports
Updated over a month ago

Agorapulse provides insights on paid ads data in reports for your Facebook pages or Instagram accounts. As long as you have an ad account connected to your profile we will show metrics and statistics related to performance of your ad posts.

It's possible to filter the reports to show just Organic data, or just Paid data, or both data combined on the same chart.

Please Note: The ability to filter reports between Organic or Paid data is available depending on the subscription plan you have. If you would like to change your plan to access this feature, feel free reach out to us here.


If you do not connect an ad account there are still some paid metrics that can be viewed in the reports. These metrics are provided by the APIs. The ability to separate paid data from organic data is available in some cases for these reports, you can learn more about the paid data included in the reports read this article.

Please Note: After connecting your ad account, we will sync 60 days of historical data


Filtering the report

When viewing your Facebook or Instagram report you can filter the data shown to see:

  • Combined Organic and Paid data (default view)

  • Organic data only

  • Paid data only

When viewing the combined data, each chart will show the Organic and Paid data separately, as well as a total of the combined data. The image below shows an example of how this will look in the Engagement chart:


Facebook reports - paid data

Paid metrics related to the Facebook page are available on both the page and content level. The tables below show which metrics we have paid data for and how we get this data.

We source our data from several places to ensure complete and accurate results for your reports:

  • API - these metrics come directly from Facebook via the API

  • Our calculation - where we have calculated the metric we have explained how this is done

  • Count from Inbox - we use the count based on what we synced for the Inbox

Page-level data

Chart

Metric

Organic

Paid

Total

Audience

Fans

API

API

API

Engagement

Reactions

Total reactions minus paid reactions

API

API

Link clicks

Total link clicks minus paid link clicks

API

API

Other types of clicks

N/A

N/A

Sum of photos, videos and other clicks

Comments

Count from Inbox

Count from Inbox

Sum of organic and paid comments

Privates messages

N/A

N/A

Count from Inbox

Shares

Total shares minus paid shares

API

API

Total engagement

Sum of organic engagements

Sum of paid engagements

Sum of total engagements

Engagement rate

Engagement rate per impressions

Total organic engagement divided by organic impressions

Total paid engagement divided by paid impressions

Total engagements divided by total impressions

Engagement rate per reach

Total organic engagement divided by organic reach

Total paid engagement divided by paid reach

Total engagements divided by total reach

Impressions

Impressions

API

API

API

Video views

Paid video views

API

API

API

Content-level data

Metrics

Organic

Paid

Total

Reach

API

API

API

Impressions

API

API

API

Clicks

N/A

N/A

API

Other clicks

N/A

N/A

API

Engaged users

N/A

N/A

API

Engagement rate per impressions

N/A

N/A

Engaged users divided by total impressions

Engagement rate per reach

N/A

N/A

Engaged users divided by total reach

Video views

API

API

API

Avg. time watched

N/A

N/A

API

Avg. percentage of time watched

N/A

N/A

API


Instagram reports - paid data

Paid metrics related to the Instagram account are the available at both the profile and account level. The table below shows which metrics we have paid data for and how we get this data.

We source our data from several places to ensure the most completeness and accuracy for your reports:

  • API - these metrics come directly from Facebook via the API

  • our calculation - where we have calculated the metric we have explained how this is done

  • count from Inbox - we use the count based on what we synced for the Inbox

Profile-Level data

Chart

Metric

Organic

Paid

Total

Engagement

Likes

Total minus paid

API

API

Saved

Total minus paid

API

API

Comments

Total minus paid

API

API

Shares

Total minus paid

API

API

Direct messages

N/A

N/A

Count from Inbox

Engagement rate

Engagement rate per impressions

Sum of organic engagement divided by organic impressions

Sum of paid engagement divided by paid impressions

Sum of total engagements divided by total impressions

Engagement rate per reach

Sum of organic engagement divided by organic reach

Sum of paid engagement divided by total reach

Sum of paid engagement divided by total reach

Impressions

Impressions

Total impressions minus paid impressions

API

API

Reach

Reach

Total reach minus paid reach

API

API

Content-level data

When a post is boosted on Instagram, Instagram automatically creates a new post. In these cases, there are now 2 posts; the original organic post and the boosted post. These posts have 2 unique posts IDs. There is no simple and accurate way for us to match the initial organic post ID and the boosted post ID to get insights on the boosted post.

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