Board path
Social profiles > Instagram > Organic vs. paid profile performance > Profile vs. profile
Why use this board
Use this board to compare organic and paid performance between two Instagram profiles; see how each profile splits reach, engagement, and follower growth.
Board controls
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Profile pickers: Select a profile to compare.
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Date range: Defaults to the last 30 days. The board subtitle shows the active range when available.
Metrics on this board
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Total media views — Profile 1: Total media views
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Total media views — Profile 2: Total media views
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Organic media views — Profile 1: Organic media views
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Paid media views — Profile 1: Paid media views
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Organic media views — Profile 2: Organic media views
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Paid media views — Profile 2: Paid media views
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Average reach — Profile 1: Average reach
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Average paid reach — Profile 1: Average paid reach
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Average reach — Profile 2: Average reach
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Average paid reach — Profile 2: Average paid reach
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Organic likes — Profile 1: Organic likes
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Total likes — Profile 1: Total likes
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Paid likes — Profile 1: Paid likes
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Total likes — Profile 2: Total likes
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Organic likes — Profile 2: Organic likes
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Paid likes — Profile 2: Paid likes
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Total interactions — Profile 1: Total interactions
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Organic interactions — Profile 1: Organic interactions
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Paid interactions — Profile 1: Paid interactions
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Total interactions — Profile 2: Total interactions
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Organic interactions — Profile 2: Organic interactions
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Total comments — Profile 1: Total comments
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Organic comments — Profile 1: Organic comments
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Paid comments — Profile 1: Paid comments
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Total comments — Profile 2: Total comments
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Organic comments — Profile 2: Organic comments
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Paid comments — Profile 2: Paid comments
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Total shares — Profile 1: Total shares
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Organic shares — Profile 1: Organic shares
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Paid shares — Profile 1: Paid shares
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Total saves — Profile 1: Total saves
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Organic likes — Profile 1: Organic likes
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Paid likes — Profile 1: Paid likes
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Total saves — Profile 2: Total saves
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Organic likes — Profile 2: Organic likes
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Paid likes — Profile 2: Paid likes
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Total shares — Profile 2: Total shares
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Organic shares — Profile 2: Organic shares
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Paid shares — Profile 2: Paid shares
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Avg. reach — Average reach by total vs. paid
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Media views — Media views by paid vs. organic
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Paid interactions — Profile 2: Paid interactions
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Saves — Saves by paid vs. organic
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Shares — Shares by paid vs. organic
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Comments — Comments by paid vs. organic
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Likes — Likes by paid vs. organic
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Interactions — Interactions by paid vs. organic
Widgets
Profile 1: Total media views
What it measures: Total number of times media from Profile 1 was viewed in the selected period. Includes both paid (ads) and organic views. 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
Profile 2: Total media views
What it measures: Total number of times media from Profile 2 was viewed in the selected period. Includes both paid (ads) and organic views. 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
Profile 1: Organic media views
What it measures: Number of media views generated organically for Profile 1. 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
Profile 1: Paid media views
What it measures: Number of media views generated through paid promotion for Profile 1. 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
Profile 2: Organic media views
What it measures: Number of media views generated organically for Profile 2. 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
Profile 2: Paid media views
What it measures: Number of media views generated through paid promotion for Profile 2. 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
Profile 1: Average reach
What it measures: Average number of unique accounts reached by Profile 1 in the selected period. 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
Profile 1: Average paid reach
What it measures: Average number of unique accounts reached through paid promotion for Profile 1. 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
Profile 2: Average reach
What it measures: Average number of unique accounts reached by Profile 2 in the selected period. 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
Profile 2: Average paid reach
What it measures: Average number of unique accounts reached through paid promotion for Profile 2. 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
Profile 1: Organic likes
What it measures: Number of likes generated organically for Profile 1. 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
Profile 1: Total likes
What it measures: Total number of likes on content from Profile 1 in the selected period. 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
Profile 1: Paid likes
What it measures: Number of likes generated through paid promotion for Profile 1. 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
Profile 2: Total likes
What it measures: Total number of likes on content from Profile 2 in the selected period. 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
Profile 2: Organic likes
What it measures: Number of likes generated organically for Profile 2. 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
Profile 2: Paid likes
What it measures: Number of likes generated through paid promotion for Profile 2. 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
Profile 1: Total interactions
What it measures: Total number of interactions with content from Profile 1 in the selected period. Includes likes, comments, shares, and 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 interactions
Visualization: Value with change
Profile 1: Organic interactions
What it measures: Number of interactions generated organically for Profile 1. 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
Profile 1: Paid interactions
What it measures: Number of interactions generated through paid promotion for Profile 1. 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
Profile 2: Total interactions
What it measures: Total number of interactions with content from Profile 2 in the selected period. Includes likes, comments, shares, and 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 interactions
Visualization: Value with change
Profile 2: Organic interactions
What it measures: Number of interactions generated organically for Profile 2. 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
Profile 1: Total comments
What it measures: Total number of comments on content from Profile 1 in the selected period. 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
Profile 1: Organic comments
What it measures: Number of comments generated organically for Profile 1. 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
Profile 1: Paid comments
What it measures: Number of comments generated through paid promotion for Profile 1. 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
Profile 2: Total comments
What it measures: Total number of comments on content from Profile 2 in the selected period. 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
Profile 2: Organic comments
What it measures: Number of comments generated organically for Profile 2. 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
Profile 2: Paid comments
What it measures: Number of comments generated through paid promotion for Profile 2. 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
Profile 1: Total shares
What it measures: Total number of times content from Profile 1 was shared in the selected period. 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
Profile 1: Organic shares
What it measures: Number of shares generated organically for Profile 1. 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
Profile 1: Paid shares
What it measures: Number of shares generated through paid promotion for Profile 1. 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
Profile 1: Total saves
What it measures: Total number of times content from Profile 1 was saved in the selected period. 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
Profile 1: Organic likes
What it measures: Number of likes generated organically for Profile 1. 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
Profile 1: Paid likes
What it measures: Number of likes generated through paid promotion for Profile 1. 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
Profile 2: Total saves
What it measures: Total number of times content from Profile 2 was saved in the selected period. 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
Profile 2: Organic likes
What it measures: Number of likes generated organically for Profile 2. 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
Profile 2: Paid likes
What it measures: Number of likes generated through paid promotion for Profile 2. 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
Profile 2: Total shares
What it measures: Total number of times content from Profile 2 was shared in the selected period. 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
Profile 2: Organic shares
What it measures: Number of shares generated organically for Profile 2. 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
Profile 2: Paid shares
What it measures: Number of shares generated through paid promotion for Profile 2. 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
Average reach by total vs. paid
What it measures: Comparison of reach between the selected profiles. Shows average total reach and average paid reach for Profile 1 and Profile 2 in the selected period. Shown as vertical bars — compare categories side by side to see which drives the most volume.
Metrics: Avg. reach
Visualization: Bar chart
Media views by paid vs. organic
What it measures: Comparison of media views by source between the selected profiles. Shows how organic and paid media views contribute for Profile 1 and Profile 2 in the selected period. 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
Profile 2: Paid interactions
What it measures: Number of interactions generated through paid promotion for Profile 2. 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
Saves by paid vs. organic
What it measures: Comparison of saves by source between the selected profiles. Shows how organic and paid saves contribute for Profile 1 and Profile 2 in the selected period. 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
Shares by paid vs. organic
What it measures: Comparison of shares by source between the selected profiles. Shows how organic and paid shares contribute for Profile 1 and Profile 2 in the selected period. 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
Comments by paid vs. organic
What it measures: Comparison of comments by source between the selected profiles. Shows how organic and paid comments contribute for Profile 1 and Profile 2 in the selected period. 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
Likes by paid vs. organic
What it measures: Comparison of likes by source between the selected profiles. Shows how organic and paid likes contribute for Profile 1 and Profile 2 in the selected period. 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
Interactions by paid vs. organic
What it measures: Comparison of interactions by source between the selected profiles. Shows how organic and paid interactions contribute for Profile 1 and Profile 2 in the selected period. 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