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Understanding the Paid, Earned & Owned Dashboard in Social Analytics
Understanding the Paid, Earned & Owned Dashboard in Social Analytics

Unify your cross-channel campaign reporting with Paid, Earned, and Owned analytics together in a single dashboard.

Robert B. avatar
Written by Robert B.
Updated this week

Meltwater's new Paid, Earned, & Owned dashboard offers a unified overview of your campaign performance across channels and mediums.

This dashboard provides PR and marketing teams with a holistic understanding of how omnichannel marketing efforts are working together to drive engagement and exposure.

Having a unified view of your brand across channels allows you to:

  • Determine the effectiveness of your messaging

  • Easily evaluate multi-channel campaign performance

  • Optimize ROI by analyzing impressions alongside ad spend

The Paid, Earned, & Owned dashboard offers several areas of data

Select your Inputs

The Paid, Earned, & Owned dashboard combines your connected Ad accounts (Paid), saved searches (Earned), and connected social channels (owned).

Each input type has its own box. You may choose any combination of these three boxes. For any box you do not select, those corresponding metrics and elements will be removed from the dashboard.

The dashboard has a dynamic display, which means that the graphs and charts that show are dependent on the inputs you select. For example, if you choose only Earned and Owned inputs, metrics like Ad Impressions will not appear on the dashboard.

Summary Metrics

The summary metrics include fourteen (14) metrics that looked at individual paid, earned, and owned results, as well as some combined metrics. A full metric table with definitions is below.





The sum of total results for searches. It also includes the comments and replies for your ads and social accounts.

Number of earned results + paid comments + owned comments


The total number of posts and ads created in the reporting period.

Sum of the number of Ads and published posts created


The estimated impressions across paid, earned, and owned inputs. Earned impressions are an estimate summed with the impressions for your owned and ad accounts.

Sum of owned impressions (Facebook, LinkedIn, Twitter, Instagram) + paid (Ad impressions) + earned (Twitter + News)


The sum of engagements across paid earned and owned inputs. For owned it includes Facebook, Instagram, Twitter, and LinkedIn. For paid it is the engagements on your Facebook or Instagram Ads. Earned engagements span a number of potential sources including News, Twitter, TikTok, etc.

Owned engagements (Facebook + LinkedIn + Twitter + Instagram)


Paid engagements (Total actions -> Engagements)


Earned engagements*


Impressions are the number of times ads from the selected campaigns were displayed to a user during the reporting period.


Cost per Impression is the average cost per 1000 impressions across selected campaigns.

CPM = Total Spend/ Total Impressions * 1000


The total number of actions that people took after seeing your ads. Actions may include engagement, clicks, or conversions.


Cost per Action is the average cost per action across selected campaigns.

CPA = Total Spend / Total Actions


Clicks are the total number of times users clicked on your ads driven by elect campaigns.


Cost per Click is the average cost for a single click across selected campaigns.

CPC = Total Spend / Clicks


Web conversions are the total number of events or conversions driven by selected campaigns, as calculated by the advertising network's tracking pixel or equivalent solution. The metric is calculated as the roll-up of all the standard and custom conversion events.


Cost per Conversion is the average cost for a single conversion across selected campaigns.

CPCON = Total Spend / Web Conversions


Spend is the estimated total amount of money you've spent on your campaign, ad set, or ad during its schedule. This metric is estimated.


Frequency is the average number of times each person saw your ad. This metric is estimated.

Top Content

Top content showcases the top three posts, broken out by earned, owned, and paid. You can toggle between each view on the chart.

  • Paid includes top posts sorted by total actions.

  • Earned posts include the top news articles sorted by Reach.

    • One of each: Highest reach, Highest engagements, Top social echo

  • Owned includes top posts sorted by Engagement rate

You can click on any top content post to gain more information.

  • Clicking a top Paid post will open a popup with more details of the ad.

  • Clicking an Earned post will open the source in a new browser tab.

  • Clicking a top Owned post will open a popup with more details of the post.

Word Clouds

Word clouds are a visual representation of the most frequently appearing keywords within your results, comments, and replies. Keyword relevance is indicated by the size and shade of the words. Larger, darker words are more prevalent in your results. They allow you to easily identify what your audience is talking about on each of your types of content.

There is a separate word cloud for each input: Paid, Earned, and Owned. This allows you to more easily identify if your message is received the same across all three areas.


Sentiment shows the overall tonality of any given article or mention. This provides a look at each result and consolidates the message's tone into either positive, negative, neutral, or not rated. This allows you to easily identify how your audience feels or perceives your brand/content/message, etc.

There is a separate sentiment graph for each input: Paid, Earned, and Owned. This allows you to more easily identify if your different audience groups feel the same across all three areas. Sentiment can be either positive (green), negative (red), neutral (light grey), or not rated (dark grey).

  • Paid - all comments/replies for the selected Ad accounts/campaigns

  • Earned - all results from a search

  • Owned - all comments/replies for the selected pages

Top Entities

An entity is a keyword that is classified as a common or proper noun. Similar to how word clouds show the most frequently used keywords in your results, comments, and replies, the Top Entities graph shows only the most frequently used people and organization entities.

Entities is calculated as (Paid comments/replies + owned comments/replies + search results)

To see how many times a top entity appeared in your results, hover over that specific entity.

The top entities graph has three view options:

  • All entities

  • People entities

  • Organization entities

People entities are names of specific people, which organization entities are names of brands and businesses. All entities show a combination of both.

Entity Ex. Tesla = Organization, Elon Musk = Person

Breakdown of your impressions & reach

This chart changes depending on the selected inputs. Two different types of charts will show: impressions over time or impressions over time correlated with spend.

When paid is selected with another input, spend is included. If paid is not included, spend is removed from the chart.

Hover over a line on the graph to view the specific metrics for that day.

Breakdown of mentions, fans, and ad reach by country

This is a heatmap of the world that displays the sum of paid, earned, and owned location data. Countries are highlighted in varying hues of blue, with darker hues indicating larger results from that country.

  • Owned locations include Facebook, LinkedIn, and Instagram fan locations.

  • Ad location includes the ad reach locations.

  • Earned location includes the locations of the mentions in your searches.

Hover over a country on the map to see the total reach for that country.

Filters and Actions


You are able to filter the dashboard by date. Choose from a list of predetermined options, or select a custom date range.


The Paid, Earned & Owned report has two available actions: Download Excel and Download PDF.

Both options download directly to your computer.

The excel will download all of the raw number data from your dashboard, and separate it by tab.

The PDF will download a snapshot of the report, in a landscape PDF, perfect for presentations!


*Earned Engagements

  • Twitter: Likes, Replies, Retweets

  • Facebook: Reactions, Comments, Shares

  • TikTok: Views, Reactions, Threads, Shares

  • Twitch: Views

  • Douyin: Reactions, Threads

  • Red: Threads

Want to Speak with Someone?

Whether you want to see a live demo, ask more questions about your specific use case, get additional clarification, or verify you have proper access to the necessary elements of the Paid, Earned and Owned dashboard, click below to contact your account manager.

Thank you for reading. If you have any further questions, feel free to reach out to us via Live Chat!

Team Meltwater

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