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Measure: FAQ

Get answers to Measure's most asked questions.

Cheyenne V. avatar
Written by Cheyenne V.
Updated over a month ago

What are the differences between page-level and post-level metrics?

  • Page-level metrics represent activity that occurred during the selected date range across all posts published on a Page, regardless of when those posts were originally published. For instance, if you track Page-level metrics in your reports, such as Page video views, the data reflects the total views your videos received within the selected date range, even if the posts were published outside of that timeframe.

  • Post-level metrics only account for posts published within the selected date range. When reviewing post-level metrics like Post impressions, the data is limited to posts that were created during the chosen date range.

What are the differences between post-level organic vs promoted metrics?

Below is a breakdown of promoted vs. organic metrics on each channel. Total = Organic + Promoted. Organic indicates that no promoted data is included.

Metric

Facebook

Instagram

LinkedIn

YouTube

TikTok

X

Impressions

Total

Organic

Organic

Video views - Organic

Total

Total

Engagements

Total

Organic

Organic

Organic

Total

Total

Post Link Clicks

Total

N/A

Organic

N/A

N/A

Total

Video Views

Total

Organic

Organic

Organic

Total

Total

What are the differences between Ads and promoted on Meta?

Meta provides options for advertising on Facebook and Instagram, enabling different approaches based on your marketing goals.

  • Promoted/Boosted Posts: A boosted post is an organic post that is given additional visibility through paid promotion. This is a straightforward way to increase reach on Facebook or Instagram. This data is present in the Facebook overview template.

  • Ads and Campaigns: Ads provide advanced customization, including audience segmentation and format design (e.g., carousel or call-to-action buttons). Ads are structured hierarchically: Campaign > Ad Sets > Ads. Ads are ideal for objectives like driving website traffic or direct purchases. These would only show on the Paid analytics templates.

  • Dark Posts: When creating an ad from an existing post but editing settings (e.g., adding a call-to-action or refining audience segmentation), it creates a separate "dark post." This is classified as an advertisement rather than a boosted post.

What are the differences between native analytics and Meltwater analytics?

There are a number of reasons why native and our tool may have differences. It ranges from time zones to API limitations.

Instagram Data: Organic vs Promoted

  • Post-Level Data: Includes only organic Instagram posts. Paid content on Instagram is always a Facebook dark post with an Instagram ad placement, so paid data is excluded from post-level metrics.

  • Page-Level Data: Includes both organic content and performance data from Facebook ads targeting Instagram. Instagram’s API does not separate paid and organic metrics, so they cannot be broken down further in Social Media Management tools.

Instagram Impressions:

  • Instagram does not track impressions for Reels. Instead, Plays are used as a substitute for impressions.

Facebook Reach:

  • Reach refers to unique users. In the case of Facebook, it is counted once (although they specify it's an estimate). We receive data per day, meaning it's aggregated data (the total would be the sum of each day).

Other Facebook Differences:

  • Meta Business Suite: Includes metrics like interactions and link clicks from stories and ads not published on your page.

    • Due to API limitations, Meltwater includes only engagements and clicks from ads and posts published on your page.

  • Interactions Metric: Meta Business Suite's interactions metric does not include clicks, unlike Meltwater's Engagement Metric, which accounts for clicks.


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