We’ve upgraded your Insights on both Instagram and Facebook, so you can now spot exactly where your results are coming from paid, organic, or even viral.
What’s New (and What It Means):
On Instagram:
Your core metrics - like Interactions and Views are now split into Paid and Organic.
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Paid covers results from any post you’ve boosted or run as an ad, whether you’ve used Instagram or Meta Business Manager.
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Organic includes all the engagement you earn naturally, with zero ad spend.
For an even deeper look, Views are broken down by post type (Posts, Reels, Ads) and show whether people were followers or non-followers. So you’ll know if you’re growing your core community or attracting fresh eyes.
On Facebook
Reach and Impressions are now split three ways, making it clear how your content spreads:
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Paid: From boosted posts and ads, plain and simple.
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Organic Viral: When your content gets shared or sparks enough reactions and comments to spread beyond your direct audience. That’s your organic reach with a viral kick.
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Organic Non-Viral: The people who see your content straight from your page or feed, without any viral boost.
Plus, New Follows now show if they’re the result of organic discovery or paid campaigns.
New in PDF Reports
You’ll now find extra pages in your PDF reports showing all the new paid vs organic breakdowns. It’s never been easier to share exactly where your results are coming from—paid, organic, or viral—with your team or clients. Just generate your report and the detailed splits will be right there, ready to go.
The additional pages are available on all tiers that have access to PDF reporting.
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Why It Matters
These new breakdowns mean you’re never left guessing what’s driving your numbers. Want to know if your ad spend is paying off? Or if that last post really did go viral? Now it’s all clear, side by side, in your dashboard and custom PDF reports.
No confusing jargon. Just the insights you need to get straight to what matters, spot your strengths, and make smarter moves for your social strategy.
If you’re curious about what any metric means, hover for a quick tip, or just reach out.