Paid and Organic Data in Unified Analytics

Unified Analytics processes both paid and organic data. This article explains where and how you can utilize paid data.

Paid module

You can analyze the paid analytics data in the dedicated Paid module.

Ad accounts data are available from the following social networks:

• Facebook

• Instagram

• Messenger

• X (formerly Twitter)

• TikTok

• Audience Network

• Publisher Network

Paid boards use data from Marketing API and the data source is always an ad account.

Campaigns data availability coming soon.

Widgets on a Paid module board indicate ads data - great if you plan to share your board with your stakeholders or clients. For more information, see Share a Unified Analytics Board.

Paid vs Organic data split in general boards

Organic vs Paid data split feature is currently available in the following boards

• Facebook: Profile performance module (Facebook Overview and Facebook Performance). This mirrors the functionality added to selected Dashboard widgets. For details, see the Organic vs Boosted/Paid split option (Facebook only) section in Content impressions.

• Instagram: A dedicated Organic vs. Paid Profile Performance section is available on the Instagram section with the following preset boards:

  • Overview: Key metrics with paid, organic, and total splits, including trend charts.

  • Time Comparison: Compare performance across two different time periods side by side.

  • Profile vs. Profile: Benchmark two Instagram profiles against each other.

  • Profile vs. Label: Compare a single profile against a defined group or label.

  • Multicomparison: Compare multiple profiles or labels in a single view.

Paid vs Organic data split in Dynamic Boards

Metrics covered for Instagram:

How organic figures are calculated: For all metrics except reach, organic values are calculated as Total minus Paid.

Organic reach is unavailable. Reach counts unique people, so the same person can appear in both organic and paid reach (for example, if they saw a post organically and later after it was boosted). Organic and paid reach overlap, so subtracting paid from total would mislead. To avoid incorrect data, only total reach and paid reach are shown. This aligns with Meta's reach model.

Unified Analytics relies on data as served by the respective available API calls. Those typically result in organic and paid data coming in a single stream.

Some APIs allow us to process organic and paid data separately. In such cases, you can analyze data in two types of widgets:

• direct breakdown comparison in dedicated paid vs organic widgets

  

• toggle display among organic vs paid vs organic & paid