In both the Audience and Content reports, it is possible to view insights related to paid data for Instagram and Facebook.

In order order to distinguish between paid and organic data within these reports, you must connect all relevant ad accounts. Instructions on how to do can be found in this article. After connecting an ad account, Agorapulse will sync 60 days of historical paid data.

Please Note: The ability to connect ad accounts 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.

In this article we will outline the following for Facebook and Instagram:

How does paid data appear in Reports?
What paid data is included in the Audience report?
What paid data in included in the Content report?

For detailed reporting on Meta ad accounts, please take a look at this article.

How does paid data appear in Reports?

When viewing data in the Audience and Content reports, paid and organic data will be separated by category. Below you will find two examples from the Audience and Content reports:

Paid Data in the Audience Report

Paid Data in the Content Report

It is also possible to filter results in the Audience report by type of data.

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.

The filtering options in the Audience report include:

Organic and Paid (default view)
Organic only
Paid only

Please Note: If no ad accounts have been connected to Agorapulse, we are not able to distinguish between paid and organic data. We will provide a combination of both metrics labelled as Organic.

What paid data is included in the Audience report?

Below we will outline what paid data is included in the Audience report and how we calculate the metric (organized by social network). Results listed as API come directly from Facebook through the API.

Facebook

Chart	Metric	Organic	Paid	Total
Audience Growth	Fans	API	API	API
Engagement	Reactions	Total reactions minus paid reactions	API	API
	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 reactions, organic comments and organic shares	Sum of paid reactions, paid comments and paid shares	Sum of total reactions, total comments, total private messages and total shares
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

*Paid video views will return results from both Instagram and Facebook.

Instagram

Chart	Metric	Organic	Paid	Total
Audience Growth	Followers	API	API	API
Engagement	Likes	Total likes minus paid likes	API	API
	Saved	Total saved minus paid saved	API	API
	Comments	Total comments minus ad comments	API	API
	Privates messages	N/A	N/A	Count from Inbox
	Shares	Total shares minus paid shares	API	API
	Total engagement	Sum of organic likes, organic comments and organic saved	Sum of paid likes, paid comments and paid saved	Sum of total likes, comments and saved
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	Total impressions minus paid impressions	API	API
Reach	Reach	Total reach minus paid reach*	API	API

Organic reach will only include users that were only reached organically.

What paid data is included in the Content report?

Below we will outline what paid data is included in the Content report and how we calculate the metric (organized by social network). Results listed as API come directly from Instagram through the API.

Facebook

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

Metrics	Organic	Paid	Total
Reach	API	API	Organic reach plus paid reach
Impressions	API	API	Organic impressions plus paid impressions
Comments	API	API	Organic comments plus paid comments
Likes	API	API	Organic likes plus paid likes
Saved	API	API	Organic saved plus paid saved
Shares	API	API	Organic shares plus paid shares
Engagement	API	API	Organic engagement plus paid engagement
Plays	API	API	N/A
Replays	API	N/A	N/A
Average watch time	API	API	(Organic average watch time x organic plays) + (Paid average watch time x paid plays) / (Organic views + paid views)
Engagement rate per impressions	(Organic engagement divided by organic impressions) x 100	(Paid engagement divided by paid impressions) x 100	(Total engagement divided by total impressions) x 100
Engagement rate per reach	(Organic engagement divided by organic reach) x 100	(Paid engagement divided by paid reach) x 100	N/A