Board path
Social profiles > Instagram > Organic vs. paid profile performance > Overview
Why use this board
Use this board to compare organic and paid performance across your Instagram profiles in the selected period; see how paid activity contributes to media views, reach, and engagement.
Board controls
-
Select data source: Select Owned Instagram Profiles or Profile Labels. In order to use another data source type, please delete the current one and add a different data source type.
-
Aggregated by: Day, Week, Month, Quarter, Year.
-
Date range: Defaults to the last 30 days. The board subtitle shows the active range when available.
Metrics on this board
-
Total media views — Total media views
-
Organic media views — Organic media views
-
Paid media views — Paid media views
-
Media views — Media views by paid vs. organic trend
-
Average reach — Average reach
-
Average paid reach — Average paid reach
-
Total likes — Total likes
-
Organic likes — Organic likes
-
Paid likes — Paid likes
-
Likes — Likes by paid vs. organic trend
-
Total interactions — Total interactions
-
Organic interactions — Organic interactions
-
Paid interactions — Paid interactions
-
Interactions — Interactions by paid vs. organic trend
-
Total comments — Total comments
-
Organic comments — Organic comments
-
Paid comments — Paid comments
-
Comments — Comments by paid vs. organic trend
-
Total shares — Total shares
-
Organic shares — Organic shares
-
Paid shares — Paid shares
-
Shares — Shares by paid vs. organic trend
-
Total saves — Total saves
-
Organic saves — Organic saves
-
Paid saves — Paid saves
-
Saves — Saves by paid vs. organic trend
-
Number of likes — Likes by paid vs. organic
-
Avg. reach — Average reach by total vs. paid trend
-
Avg. reach — Average reach by total vs. paid
-
Number of saves — Saves by paid vs. organic
-
Number of shares — Shares by paid vs. organic
-
Number of comments — Comments by paid vs. organic
-
Number of interactions — Interactions by paid vs. organic
-
Media views — Media views by paid vs. organic
Widgets
Total media views
What it measures: Total number of times your media was viewed. Includes both paid (ads) and organic views across all Instagram content. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Total media views
Visualization: Value with change
Organic media views
What it measures: Number of media views generated organically. Excludes views driven by paid promotion or ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Organic media views
Visualization: Value with change
Paid media views
What it measures: Number of media views generated through paid promotion. Includes views from Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Paid media views
Visualization: Value with change
Media views by paid vs. organic trend
What it measures: Trend of media views split by source. Shows how paid and organic views contribute over time. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Media views
Visualization: Stacked bar chart
Average reach
What it measures: Average number of unique accounts reached. Includes reach from both paid promotion and organic distribution. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average reach
Visualization: Value with change
Average paid reach
What it measures: Average number of unique accounts reached through paid promotion. Includes reach generated by Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average paid reach
Visualization: Value with change
Total likes
What it measures: Total number of likes on your content. Includes likes from both paid promotion and organic activity. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Total likes
Visualization: Value with change
Organic likes
What it measures: Number of likes generated organically. Excludes likes driven by paid promotion or ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Organic likes
Visualization: Value with change
Paid likes
What it measures: Number of likes generated through paid promotion. Includes likes from Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Paid likes
Visualization: Value with change
Likes by paid vs. organic trend
What it measures: Trend of likes split by source. Shows how paid and organic likes contribute over time. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Likes
Visualization: Stacked bar chart
Total interactions
What it measures: Total number of interactions with your content. Includes likes, comments, shares, and saves from both paid and organic activity. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Total interactions
Visualization: Value with change
Organic interactions
What it measures: Number of interactions generated organically. Includes likes, comments, shares, and saves not driven by paid promotion. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Organic interactions
Visualization: Value with change
Paid interactions
What it measures: Number of interactions generated through paid promotion. Includes likes, comments, shares, and saves from Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Paid interactions
Visualization: Value with change
Interactions by paid vs. organic trend
What it measures: Trend of interactions split by source. Shows how paid and organic interactions contribute over time. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Interactions
Visualization: Stacked bar chart
Total comments
What it measures: Total number of comments on your content. Includes comments from both paid promotion and organic activity. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Total comments
Visualization: Value with change
Organic comments
What it measures: Number of comments generated organically. Excludes comments driven by paid promotion or ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Organic comments
Visualization: Value with change
Paid comments
What it measures: Number of comments generated through paid promotion. Includes comments from Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Paid comments
Visualization: Value with change
Comments by paid vs. organic trend
What it measures: Trend of comments split by source. Shows how paid and organic comments contribute over time. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Comments
Visualization: Stacked bar chart
Total shares
What it measures: Total number of times your content was shared. Includes shares from both paid promotion and organic activity. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Total shares
Visualization: Value with change
Organic shares
What it measures: Number of shares generated organically. Excludes shares driven by paid promotion or ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Organic shares
Visualization: Value with change
Paid shares
What it measures: Number of shares generated through paid promotion. Includes shares from Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Paid shares
Visualization: Value with change
Shares by paid vs. organic trend
What it measures: Trend of shares split by source. Shows how paid and organic shares contribute over time. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Shares
Visualization: Stacked bar chart
Total saves
What it measures: Total number of times your content was saved. Includes saves from both paid promotion and organic activity. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Total saves
Visualization: Value with change
Organic saves
What it measures: Number of saves generated organically. Excludes saves driven by paid promotion or ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Organic saves
Visualization: Value with change
Paid saves
What it measures: Number of saves generated through paid promotion. Includes saves from Instagram ads. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Paid saves
Visualization: Value with change
Saves by paid vs. organic trend
What it measures: Trend of saves split by source. Shows how paid and organic saves contribute over time. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Saves
Visualization: Stacked bar chart
Likes by paid vs. organic
What it measures: Distribution of likes by source. Compares the share of paid versus organic likes for the selected period. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Number of likes
Visualization: Pie / breakdown
Average reach by total vs. paid trend
What it measures: Trend of reach over time. Compares average reach with average reach generated through paid promotion. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Avg. reach
Visualization: Bar trend
Average reach by total vs. paid
What it measures: Comparison of total and paid average reach for the selected period. Highlights how much reach was driven by paid promotion. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Avg. reach
Visualization: Horizontal bar chart
Saves by paid vs. organic
What it measures: Distribution of saves by source. Compares the share of paid versus organic saves for the selected period. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Number of saves
Visualization: Pie / breakdown
Shares by paid vs. organic
What it measures: Distribution of shares by source. Compares the share of paid versus organic shares for the selected period. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Number of shares
Visualization: Pie / breakdown
Comments by paid vs. organic
What it measures: Distribution of comments by source. Compares the share of paid versus organic comments for the selected period. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Number of comments
Visualization: Pie / breakdown
Interactions by paid vs. organic
What it measures: Distribution of interactions by source. Compares the share of paid versus organic interactions for the selected period. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Number of interactions
Visualization: Pie / breakdown
Media views by paid vs. organic
What it measures: Distribution of media views by source. Compares paid versus organic views for the selected period. Shown as a breakdown by category — use it when share of the total matters more than exact values.
Metrics: Media views
Visualization: Pie / breakdown